Suwanee – October 12, 2026 -- Hisense will appoint James Fishler, a consumer electronics executive with more than 30 years of experience, as Chief Commercial Officer effective January 1, 2026, as the company expands its U.S. business.
Fishler brings Samsung, Beats, LG and Sony leadership experience to Hisense
Fishler previously served as chief executive over the TV, audio and memory business at Samsung Electronics America, where he led all sales and marketing across those categories. At Beats Electronics, later acquired by Apple, he oversaw worldwide go-to-market and channel marketing. He has also held leadership positions at LG and Sony Electronics.
His background spans B2C, B2B and D2C segments. According to Hisense, he has built cross-functional teams and retailer and distributor partnerships, and has worked on business planning, channel dynamics and new revenue streams in competitive categories.
Hisense targets TV, appliance and HVAC growth in the U.S. market
The appointment supports the expansion of Hisense's U.S. footprint across home entertainment, appliances and HVAC. Hisense said it is investing in leadership to drive long-term commercial strategy and strengthen cross-category execution, citing rising demand from big-screen home entertainment to the growing appliances and HVAC categories.
Fishler said his focus will be on bringing more clarity, alignment and operational consistency so Hisense teams can move faster with less friction, and on building the structure to scale existing wins.
CES 2026 appearance to open Hisense's next U.S. chapter
Hisense will enter 2026 with a strengthened leadership team and a focus on advancing its U.S. strategy. The company said its presence at CES 2026 will mark the beginning of that phase.
Omdia ranks Hisense No. 1 globally in the 100-inch and larger TV segment for 2023 through Q3 2025. Hisense is also an official sponsor of the FIFA World Cup 2026.