Hisense USA will appoint longtime consumer electronics executive James Fishler as chief commercial officer on Jan. 1, 2026, a move that adds another seasoned industry leader to the company’s growing U.S. leadership team ahead of CES 2026.
With more than 30 years of operational, commercial and category leadership across global brands, Fishler has held senior roles at Samsung, Beats Electronics, LG and Sony. Hisense says he will help guide long-term commercial strategy for the company’s U.S. business while supporting expansion across home entertainment, appliances and HVAC.
In a statement, Fishler said the company’s momentum and cross-category talent were key factors in his decision, adding that his focus will be on bringing greater alignment and operational consistency as Hisense continues to scale in the U.S. market.
James Fishler. Image/Hisense
Hisense Adds Another Former Samsung Executive
Fishler’s upcoming appointment follows Hisense’s hiring of former Samsung Home Entertainment CMO Sarah Larsen, who now oversees integrated marketing, digital strategy and retail and trade marketing. Fishler himself was the head of Samsung’s home entertainment business for six years until January 2025, according to his LinkedIn. Both hires come as Hisense and TCL continue to chip away at Samsung and LG’s leadership in the premium TV category.
Recent market research highlights the shift. In Q2 2025, Hisense increased its premium-TV unit share and revenue share year over year, driven in part by strong MiniLED TV shipments. TCL also posted notable gains, signaling growing pressure on long-established category leaders.
Hisense’s leadership additions appear designed to reinforce this trajectory. Larsen’s remit centers on sharpening brand strategy and consumer engagement, while Fishler will focus on operational discipline, channel execution and long-term commercial planning. Together, the moves indicate a more aggressive and coordinated approach as the company works to strengthen its U.S. position.
Hisense says Fishler’s arrival comes at a defining moment for the company. Rising demand across big-screen home entertainment, appliances and HVAC is fueling multi-category growth, and Hisense is investing in leadership that can support expanded channel partnerships and sustained execution.
The company’s CES 2026 presence is expected to underscore this next chapter, with a broader showcase spanning premium TVs, connected home appliances and HVAC solutions.
What Integrators Should Watch
For custom integrators, Hisense’s strategic leadership moves and continued gains in the premium TV segment suggest a strengthening alternative to incumbent premium display brands. The company’s focus on MiniLED performance, large-format screen sizes and value-driven offerings has resonated with U.S. consumers, and the addition of executives with deep operational and channel experience may further expand its trade-facing capabilities.
As competition intensifies in the big-screen and premium display categories, integrators could see new opportunities emerge around pricing, availability, merchandising programs and technology roadmaps heading into 2026.
