Hisense USA has hired Sarah Larsen, the former chief marketing officer for Samsung’s home entertainment division, as the China-based TV and appliance maker’s new CMO for its U.S. business.
Larsen, according to her LinkedIn profile, served as the head of Samsung’s home entertainment marketing chief from November 2021 to December 2024. Her appointment to the same position at Samsung rival Hisense is notable as Hisense along with fellow Chinese TV maker TCL begin to gain ground on Samsung and LG’s TV dominance.
Larsen will now oversee brand strategy, product marketing and consumer engagement for Hisense as the company continues to grow its U.S. presence and threaten Larsen’s former employer’s TV market dominance, which several recent pieces of research suggest.
Sarah Larsen. Image/Hisense
In addition to Samsung, Larsen’s career has included leadership roles at several large agencies, including Edelman, Creata, and Weber Shandwick.
In her new role, Larsen will oversee a broad range of marketing functions, including integrated marketing, digital marketing, and retail/trade marketing. Her focus will be on advancing Hisense’s consumer-centric approach and leveraging data-driven strategies to drive demand across its product categories.
“What drew me to Hisense is its remarkable growth trajectory and its ability to deliver premium innovation that remains accessible,” Larsen said in a statement. “I’m excited to focus on understanding the real needs and behaviors of consumers, ensuring that Hisense continues to create connected technologies that make life better and more convenient.”
A Strategic Hire for a Critical Moment
Larsen’s appointment comes at a pivotal time for Hisense. The company has been steadily gaining market share in the U.S., particularly in the home entertainment space, where its big-screen TVs have become known for their combination of performance and value. With CES 2026 on the horizon, Hisense is positioning itself as a leader in next-generation display technologies and connected home solutions.
Recent research from Counterpoint highlights the growing influence of Hisense in the premium TV market. Alongside TCL, Hisense has been gaining ground on Samsung, the long-time leader in the category. In Q2 2025, Hisense increased its unit share of the premium TV market by 1% year-over-year and its revenue share by 2%, driven by strong growth in MiniLED TV shipments. MiniLED technology, which offers large-screen, high-performance displays at competitive price points, has been a key factor in Hisense’s success. While Samsung has focused on OLED technology, Hisense and other Chinese brands have leaned into MiniLED, reshaping the premium TV landscape and challenging the dominance of South Korean manufacturers.
The move may also signal a more aggressive approach by Hisense, as fellow Chinese TV maker TCL increased its unit share by 4% year-over-year and its revenue share by 2% in Q2 2025, according to the Counterpoint research.
