Paul Antoniadis became CEO at Best Buy Brands for Best Buy Co. Inc., in 2008. In this capacity, he has to create a Best Buy presence in Europe, based on its customer-centric business model. Throughout Europe, Antoniadis has to work with all formats, channels and supporting brands. Other roles he has held with Best Buy Co. include: Senior VP of International Retail Operations, being in charge of evolving the company’s name in China, Mexico and Turkey. As well, Antoniadis was GM, VP of US Sales Development (whereby he led its Strategy Deployment for building customer solution sales strategies in the areas of MP3 and home entertainment). He has been with the firm since 1997.