Xiaomi today announced the appointment of Yang Zhe, also known as Jeffery Yang, as Vice President and Chief Marketing Officer (CMO) of its Chinese division. Yang will be responsible for the company’s strategic development, reporting directly to CEO Lei Jun and China President Lu Weibing.
Before the official announcement, rumors about Yang joining Xiaomi were already spreading on Chinese microblogging social media platform Weibo. As of press time, the topic has been read more than 4 million times and discussed more than 1,300 times.
Yang is a seasoned executive from the smart phone industry. Previously, he has worked for Samsung, Huawei, TCL, Meizu and other companies, mainly overseeing marketing. He led multiple renowned marketing campaigns for models including Huawei’s Mate 7, P7 and P8. After leaving Huawei, Yang joined TCL and Meizu successively, serving as TCL’s COO and China President, Meizu’s Senior Vice President, CMO, CSO (Chief Strategy Officer) and in other positions.
Xiaomi didn’t have the CMO position before Yang. Since the beginning of this year, a number of executives of other consumer electronics companies have joined Xiaomi. In January, Chang Cheng, former Vice President of Lenovo group and Head of mobile phone business joined Xiaomi as Vice President. In May, Liu Yaoping, former CEO of Baofeng TV, took over as General Manager of Xiaomi’s TV department.
Xiaomi said in its official press release that it believes Yang’s arrival will “provide a stronger support for further development of Xiaomi’s mobile phones and other products in China.”
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