OPPO appoints new president for the Middle East and Africa

Outgoing president Andy Shi is promoted to senior director of global product marketing at OPPO headquarters

Ethan Xue joins as the new MEA president.
Ethan Xue joins as the new MEA president.

Global smartphone brand OPPO has announced the appointment of Ethan Xue as its new president in the Middle East and Africa. The announcement comes as Andy Shi, outgoing president of OPPO MEA, assumes his new role as senior director of global product marketing at OPPO headquarters in China where he will oversee OPPO’s all product lines including smartphones and IoT on a global level.

Andy Shi, outgoing president for MEA said, “Xue’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.”

Xue joined the company in 2012, where he worked with the team to oversee China market. He was subsequently promoted to lead the firm’s training division, before he became responsible for marketing its products in China. This helped the company to maintain its position as one of the top two brands in China. In his new role, Xue will take responsibility for leading product, marketing and sales across the region, guiding strategies and adding impetus to the further development of OPPO in MEA.

Earlier this year, the smartphone brand 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.

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