Chinese smartphone major Oppo has announced the appointment of a new president in the Middle East and Africa (MEA) as the company seeks to expand its footprint in the region.
The announcement of Ethan Xue comes as Andy Shi, outgoing president of Oppo MEA, assumes his new role as senior director of global product marketing in China.
Shi 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.”
Xue joined Oppo in 2012, where he worked with the team to oversee the China market. He was subsequently promoted to lead Oppo’s training division, before he became 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 adding impetus to the further development of Oppo in MEA.
Earlier this year, Oppo established its regional headquarters in Dubai, and the location was selected for the first international launch of the new Oppo Reno series.
The company is also committed to being a key contributor to the region’s 5G ecosystem and launched its first commercially-ready 5G smartphone in the GCC earlier this month.
In 2015, Oppo entered the Egyptian market and set up its Middle East & Africa Sales Centre in Cairo the following year. Since then, it has entered numerous markets including Algeria, Tunisia, Morocco, the UAE, Saudi Arabia, Qatar, Oman, Kenya and Nigeria.
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