Lyle Underkoffler is the Vice President of Digital Marketing at Samsung Electronics America. In this role, he oversees the innovative direction of the brand’s digital-first content strategy across all of its direct-to-consumer (DTC) marketing channels, including Samsung.com, CRM, and Social. He is responsible for driving revenue generation and heightening the brand’s B2C and B2B differentiation and relevance for the mobile, home appliance and consumer electronics business units.
Lyle’s vast 20-year experience spans building subscription services, scaling mobile games and content studios, mentoring early stage startups and leading world-class product and creative teams. Prior to joining Samsung, he held a number of executive positions in the media and entertainment industry, including Senior Vice President of Digital Media at AMC Networks, Global General Manager of Mobile at IAC Applications, and Vice President of Digital at Disney.
Lyle has spoken at top industry conferences, such as Advertising Week, Variety Entertainment Summit and ANA events, on the topics of leveraging leading-edge technology and innovation to deliver business outcomes, breaking away from traditional ad formats to design new storytelling opportunities, and tapping into the (sub) cultural zeitgeist to engage with consumers. He has received numerous awards for his work, including an Emmy for best short-form video series.
Lyle holds a Bachelor of Science in Marketing from Boston College and an MBA from the University of Michigan’s Ross School of Business.