SUWANEE, GA (Dec. 2, 2025) — Hisense announces the appointment of Sarah Larsen to the newly expanded role of Chief Marketing Officer of Hisense USA, marking a significant growth milestone as the company strengthens its position in the U.S. market, continues expanding share in key categories, and enters the next stage of leadership in premium home entertainment, home appliances and HVAC. Larsen will guide integrated marketing, digital marketing, performance marketing, earned marketing and brand strategy as well as product marketing and retail/trade marketing across all product categories and owned brands. By advancing Hisense’s consumer-centric storytelling and data-driven marketing strategies, Larsen will draw on her creative, analytical and earned background to generate demand for the company’s products in both the premium and commodity segments while supporting its leadership in defining the future of consumer tech. 

“Hisense’s rapid growth is what first stood out to me. Not just how quickly the brand has scaled, but how it has done so while continually delivering premium innovation that remains truly accessible for all -- essentially, Hisense is the smart choice for discerning consumers,” Sarah Larsen said. “What I hope to bring is an even sharper focus on putting the shopper first -- deeply understanding the real needs, behaviors, and expectations shaping the way people use their homes as entertainment spaces. We create connected tech that makes lives better, easier, and more convenient so you can focus on the human connections.”

Larsen brings nearly three decades of experience leading global marketing and consumer engagement strategy for global organizations in competitive categories. Her experience guiding brands through high-growth cycles and rapidly evolving consumer behavior and expectations aligns closely with the trajectory Hisense has established in the market. During the course of her career, she has built and mentored diverse teams, led award-winning campaigns, and led brands through periods of massive category expansion and ongoing brand building. She has also established strong contacts and connections within the CE and retail industries as well as the marketing community, which makes for strategic collaborations and successful co-marketing opportunities. Known for her ability to distill complex innovation into clear, human-centered storytelling, Larsen has a track record of making advanced technologies, from emerging display and color advancements to connected home experiences, more understandable and attainable for everyday consumers. Her leadership approach emphasizes deep consumer insight, clarity in communication, and inclusive, collaborative decision-making, qualities that uniquely position her to help Hisense break out from a sea of sameness.

Larsen brings a powerful combination of deep consumer understanding, strategic clarity, and a proven ability to shape brands in ways that drive meaningful growth. As CMO, she will play a critical role in evolving how the brand communicates the performance, value, and technology leadership that define Hisense as it enters the next stage of its U.S. strategy and will continue accelerating the growth we’ve built over the last several years.

Larsen’s appointment comes as Hisense prepares for CES 2026 and a landmark year that will build on the company’s strong momentum in premium home entertainment and its rapid growth across key categories. With a continued focus on big-screen performance, picture quality and the evolving display and picture technologies shaping the next generation of home entertainment as well as emerging as a leader in home appliances and HVAC, Hisense is well positioned for impressive category growth and leadership. Today’s announcement reinforces that direction and sets the foundation for the major initiatives ahead in 2026.

For more information about Hisense USA and its product offerings, visit www.hisense-usa.com, and follow @HisenseUSA on Facebook and YouTube and @Hisense_USA on Instagram and X.

About Hisense

Hisense, founded in 1969, is a globally recognized leader in home appliances and consumer electronics with operations in over 160 countries, specializing in delivering high-quality multimedia products, home appliances, and intelligent IT solutions. According to Omdia, Hisense ranks No. 1 globally in the 100-inch and over TV segment (2023-Q3 2025). As the official sponsor of the FIFA World Cup 2026™, Hisense is committed to global sports partnerships as a way to connect with audiences worldwide.

Media ContactHisense USA PR | press.usa@hisense.com

Max Borges Agency for Hisense | hisenseCE@maxborgesagency.com