LG’s mobile business has seen better days, but no-one would deny that the company is a leader when it comes to TVs. Seemingly in the hope that some of that magic dust will rub off, the company is installing home entertainment boss Brian Kwon, described as a “turnaround expert,” as leader of the mobile communications division from December 1st.

“Mr. Kwon played a critical role in transforming LG’s TV, audio and PC business into category leaders,” LG says in a statement. “His knowledge and experience in the global marketplace will be instrumental in continuing LG’s mobile operations turnaround.” Hwang Jeong-hwan, the incumbent mobile chief, will now focus on his role leading LG’s Convergence Business Development Office, while Kwon will keep his home entertainment responsibilities.

Overall LG Electronics CEO Jo Seong-jin is also stepping back to some extent, delegating more day-to-day responsibilities to CFO and president David Jung while concentrating on future strategy.

LG has actually released some great phones this year. The G7 and V40 didn’t get much hype, their pricing was optimistic, and the silly ThinQ brand almost certainly isn’t helping matters, but both are really solid devices with some legitimately differentiated features. The question is now whether Kwon can convince consumers that LG’s phones are as worthy of consideration as its TVs.