Global smartphone manufacturer, OPPO announced on Thursday, 19 September 2019, that Ethan Xue has been appointed as the new President in the Middle East and Africa (MEA).
The announcement comes hot on the heels of news that Andy Shi, former President of OPPO MEA, will assume his new role as Senior Director of Global Product Marketing at OPPO Headquarters in China. In this new position, Shi will oversee all of the company’s product lines including smartphone and IoT on a global level.
“Ethan’s proven track record and customer-centric leadership make him ideal for this role. We believe his expertise and broad experience will play a fundamental role in driving OPPO’s growth strategy and cementing its footprint further in the region,” says Shi.
According to OPPO, Xue first joined the company in 2012 where he worked with a team to oversee China market. He was subsequently promoted to lead OPPO’s training division, before becoming responsible for marketing OPPO products in China.
In his new role, Xue will take responsibility for leading product, marketing and sales across the region, guiding strategies and furthering the development of OPPO in MEA.
Earlier this year, OPPO established its regional headquarters in Dubai, the location which was selected for the first international launch of the new OPPO Reno series, following the smartphones’ introduction in China.
The company says that it is committed to being a key contributor to the region’s 5G ecosystem and aims to help shape the next generation of connectivity through contributions in research, software and hardware development, and deep consumer insight.
Edited by Jenna Cook
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