South Korean multinational Samsung Electronics has appointed Tae Sun Lee as its East African Managing Director effective January 2022.
He takes over from Seok Min Hong who has been at the helm of the company since September 2017. Lee previously served as the Strategic Director Integrated Mobility Division at Samsung Electronics South Africa.
Lee has immense experience in Samsung which he has served for over 18 years, 9 years of which has been in mobile business in South Africa and others supporting the Middle East and Africa Business from the company’s headquarters in South Korea. He joined the firm in August 2003 where he supported mobile operations for key Middle East markets, a role he held for five years before rising through the leadership rank to that of Managing Director of the East African market.
The firm credited Lee for growing the Samsung mobile market share in South Africa making it SA’s most preferred smartphone brand.
“I am very excited to have joined Samsung Electronics East Africa, I believe that this market has a great deal of potential for our Samsung products. I look forward to serving our customers and working together with the East African Team,” Said Lee.
In his new role, he will be responsible for 14 markets that comprise Samsung Electronics East Africa. These markets are Kenya, Tanzania, Uganda, Rwanda, Burundi, Sudan, South Sudan, Somalia, Somali Land, Djibouti, Ethiopia, Seychelles, DRC, and the Republic of Congo