OPPO, the leading global smartphone brand, has announced the appointment of Ethan Xue as its new President in the Middle East and Africa (MEA). 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 of OPPO MEA said, “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.”
Ethan joined OPPO in 2012, where he worked with the team to oversee China market. He was subsequently promoted to lead OPPO’s training division, before he became responsible for marketing OPPO products in China. This helped OPPO 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, 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 is also committed to being a key contributor to the region’s 5G ecosystem and is helping to shape the next generation of connectivity through contributions in research, software and hardware development, and deep consumer insight. In line with that, OPPO launched its first commercially-ready 5G smartphone in the GCC earlier this month. The smartphone combines the next generation connectivity of 5G with the power of OPPO’s premium Reno series for a superior experience.