Hyman Yue
Regional Head of Sales – OnePlus Europe
Hyman Yue
The Journey of a Visionary
When the story of OnePlus is told, it’s often through the lens of innovation — technology that breaks barriers, devices that redefine performance, and a global community that lives by the brand’s mantra: Never Settle. But behind the company’s success in Europe stands a leader whose influence goes far beyond sales metrics — Hyman Yue, the Regional Head of Sales at OnePlus Europe.
With over 15 years of experience in the mobile technology sector, Hyman has seen the industry transform from simple connectivity to a lifestyle-defining experience. His journey reflects not just professional success but also a consistent pursuit of excellence, values, and purpose.
“Before joining OnePlus, I spent six years in the technology sector overseeing a variety of sales and channel activities,” he recalls. “It was a time when I learned how to combine strategic vision with operational execution — to scale brands and forge partnerships that last.”
His career with OnePlus began in 2014, when China’s e-commerce landscape was exploding with potential. “Many companies were expanding globally,” he says. “That’s when I joined OnePlus Europe, taking charge of sales in the Nordic region.” His ability to connect with partners and consumers alike soon made him an indispensable part of the leadership structure. By March 2017, Hyman had risen to Regional Head of Sales for OnePlus Europe, overseeing operations across diverse markets.
“It’s been a decade-long journey of constant learning,” he reflects. “From a growing startup to a global tech leader — OnePlus has evolved, and so have I.”
The Foundation of Leadership — Benfen and the OnePlus Spirit
For Hyman, leadership is about more than targets and growth curves. It’s about values, and at OnePlus, those values are grounded in a concept called Benfen — a Chinese philosophy that emphasizes doing the right thing and taking responsibility with integrity.
“Benfen is about honesty — not just with our partners and customers, but with ourselves as a team,” Hyman says. “It’s about transparency, trust, and putting long-term relationships above short-term gain.”
This cultural backbone, paired with the Never Settle mantra, shapes how Hyman leads his teams and builds relationships across Europe. “Never Settle isn’t about perfection,” he explains. “It’s about progress — learning, adapting, and constantly pushing boundaries to deliver more value.”
Under his leadership, OnePlus has expanded far beyond smartphones, building an ecosystem that includes tablets, wearables, and foldables, each designed to elevate user experience. Yet for Hyman, it’s not just the products that matter — it’s the connection they create. “What drew me to OnePlus was the authenticity of its relationship with the community. It’s rare to see a brand so deeply connected with its users.”
Mastering Market Complexity
The European smartphone market is anything but uniform. With dozens of nations, carriers, and cultural nuances, it demands strategic flexibility and local insight — two qualities that define Hyman’s approach.
“While Europe is one region, it’s actually a collection of many distinct markets with unique consumer behaviors,” he explains. “My first priority is always customer centricity — understanding what each market values and tailoring our strategy accordingly.”
From tech enthusiasts in Germany to design-conscious buyers in the Nordics, OnePlus adapts its strategy to meet varied expectations. Hyman’s sales philosophy blends data intelligence with local expertise. “We analyse market data, but we also rely on on-the-ground insights from our teams and partners — that’s where the real pulse lies.”
Building strong partnerships has been the cornerstone of OnePlus’s European growth. Collaborations with carriers such as Elisa, Proximus, and Coolblue have expanded accessibility and strengthened brand reputation.
“Partnerships are about alignment — when both sides share the same values, innovation, and commitment to customer satisfaction,” he says. “That’s what drives long-term success.”
Nowhere is this more evident than in Finland, where OnePlus has dominated the market for years. “Our smartphones have been Elisa’s most sold consumer devices for four consecutive years,” he adds with pride. “That reflects the power of partnership and trust.”
Balancing Digital Reach and Real Connection
In the UK, OnePlus operates entirely through online channels — oneplus.com and Amazon UK — a strategy that comes with unique challenges.
“Our first hurdle is awareness,” Hyman explains. “Without physical stores, visibility and credibility are key.”
To bridge this gap, Hyman’s teams work hand-in-hand with marketing to build a robust digital ecosystem. From social media campaigns and influencer collaborations to user-generated reviews, every touchpoint aims to reinforce authenticity and trust.
“We rely heavily on reputation — media reviews, user feedback, and word of mouth are our best ambassadors,” he adds.
Another area of focus is seamless digital experience. “Consumers are impatient today. A few extra seconds or a confusing step can cost a sale,” he says. “We ensure that our purchasing journey — from product page to checkout — is intuitive and smooth.”
It’s this attention to detail that transforms first-time buyers into loyal customers. Hyman calls it “earning loyalty through experience, not expectation.”
Understanding Today’s Consumer
As the smartphone industry matures, Hyman is acutely aware of how consumer behavior has evolved, especially between generations.
“Gen Z buyers are trend-driven, social, and digital-first. They value innovation that speaks to them personally,” he says. “Millennials, meanwhile, are deliberate — they research, compare, and value ecosystem integration.”
At the core of OnePlus’s success is its community-building ethos. The Open Ears Forum (OEF), launched in 2017, stands as a hallmark of that relationship. “The OEF allows our users to share feedback directly with our team. It’s co-creation in action,” Hyman explains.
These forums have influenced real changes in products and features, strengthening the brand’s promise of listening to its users. Complementing this are community pop-up events, the Red Cable Club, and a vibrant online community hub. “It’s not just a customer base — it’s a family,” he says proudly.
“The connection we have with our users is what truly differentiates us,” he emphasizes. “Our community is not a marketing tool; it’s our compass.”
Leadership Across Cultures and Borders
Managing teams across different countries comes with its challenges, but Hyman sees diversity as a competitive advantage.
“Diversity isn’t a box to tick; it’s a resource for creativity,” he notes. “When people from different backgrounds collaborate, they bring unique perspectives that drive innovation.”
His leadership style is rooted in empowerment. “My role is to be a leader, not a boss,” he says. “I set clear goals and trust my team to deliver. Recognition, constructive feedback, and open communication are key.”
Hybrid work has also reshaped how teams collaborate. Hyman believes in flexibility with accountability. “People perform best when they feel trusted,” he says. “Flexibility doesn’t reduce productivity — it enhances it, when guided well.”
The result is a culture that values both autonomy and alignment — one that thrives on communication, empathy, and shared vision.
Innovation, AI, and the Future of Tech
Hyman’s enthusiasm for technology is palpable, and nothing excites him more than the potential of artificial intelligence in reshaping the smartphone experience.
“It’s incredible to think that smartphones didn’t exist just two decades ago,” he says. “The next leap will be powered by AI — not as a buzzword, but as a practical, human-centric tool.”
In May 2025, OnePlus unveiled its AI strategy, introducing the Plus Key — an intelligent, touch-sensitive evolution of the brand’s iconic alert slider — alongside OnePlus Mind Space, designed to enhance focus and productivity. The launch of OxygenOS 16 further reinforced this vision, with a full suite of AI capabilities supporting tasks like writing, scanning, recording, and file management.
“Our goal is to integrate AI naturally into daily life,” Hyman explains. “Not to overwhelm, but to assist — to make technology feel like an intuitive extension of you.”
This forward-thinking strategy builds on the company’s legacy of accessibility and innovation. Since introducing the OnePlus Nord series in 2020, the brand has stayed true to its mission: to make great technology available to everyone.
“We don’t want to dominate the market,” Hyman says. “We want to deliver the best technology experience possible, at a fair price.”
The Man Beyond the Brand
Beyond boardrooms and market strategies, Hyman is a family man who believes in balance and gratitude.
“Spending quality time with my family keeps me grounded,” he shares. “Traveling together and experiencing new cultures keeps me open-minded and humble.”
He’s currently learning his third language — a testament to his belief in continuous growth. “Languages open doors,” he smiles. “They teach you to listen before you speak — a skill every leader should master.”
Despite his success, Hyman remains modest about his achievements. “My family has made countless sacrifices so I can do what I love,” he admits. “Their support reminds me every day that success is never a solo journey.”
Asked about his legacy, he offers a quiet but powerful reflection:
“I’d like to be remembered as a leader who stayed true to his values — leading with honesty, integrity, and heart, while helping others grow along the way.”
Editor’s Note
Hyman Yue represents the essence of leadership in the digital age — grounded in integrity, inspired by innovation, and strengthened by empathy. His journey with OnePlus is more than a corporate success story; it’s a testament to the power of values in an era driven by speed and change.
As the world moves toward AI, connectivity, and global integration, leaders like Hyman remind us that progress, when guided by purpose, creates more than products — it creates trust, impact, and legacy.
Never Settle — not just a slogan, but a way of leading, living, and inspiring the world.
Company
OnePlus Europe
Management
Hyman Yue
OnePlus creates premium, user-centric technology that challenges market conventions and the industry status quo. Founded in 2013 around the bold Never Settle mantra, OnePlus consistently creates premium devices and software that provide the best user experience possible.
Read Magazine
View more profiles
Amanda’s professional journey has always revolved around healthcare — a sector she describes as “deeply human, scientific, and purpose-driven.”
Leadership, for Sam, began long before any title, office, or boardroom. It began in her childhood home, surrounded by...
Fortune favored her early on, as she secured a PhD position—a milestone that marked a turning point in her journey.
Outside the consulting world, Dr. Gajadhar-Foster remains deeply rooted in the simple, generative joys of family, creativity,...
Esther Marijuan, the Regional Director of Sales at United Hospitality Management, is a shining example of such a visionary leader.
One of Brandi Sutter’s most defining moments was seeing the first batch of Weston Heated Apparel products...
Rebekah Tobias, in her role as Managing Director, focuses on assembling high-caliber teams within real estate ...
As the CFO Elizabeth leads the finance function to ensure accurate and timely reporting that supports the company's strategic, commercial, and financial goals.
After earning her degree in Structural Civil Engineering from the University of Genoa, she launched her professional journey....
Jenny Rosario’s journey from a small town to a significant leadership role in the corporate world highlights her remarkable growth..
Jenny Rosario’s journey from a small town to a significant leadership role in the corporate world highlights her remarkable growth..
Her current focus lies in mentorship, alongside her passion for strategizing and business development.
Noëlle Demole's perseverance and dedication to bringing about social change are shown by her path to founding EGIDAYS.
Michelle Fiegehen, an Australian senior director currently based in the Philippines, leads and develops Yempo’s operations.
As the Global Communications Director at Kushki, Eva oversees all internal and external communications
Cindy Eggleton values relationships deeply, dedicating much of her time to friends and family. She has a passion for art and unique local businesses..
Complete Framing Solutions stands out from the competition due to its comprehensive approach to construction.
Sally Estlin embraces a powerful mantra guiding her through life's ebbs and flows: Let go, Step up, and Be more.
Tara Home Consulting distinguishes itself by not only advising on what needs to be done or which software to buy but by deeply integrating into the client's company.
Rick also believes that successful collaboration entails active engagement, empathy, accountability and a readiness to work towards common objectives.
In his role as CFO of Purple Brand, Jonathan Melegrito leads both the Finance and People & Culture teams
Beyond his professional pursuits, Jesse's passion for speed and racing defined much of his youth.
Jack Sharp oversees every aspect of Progressive Screens, from product design to nurturing the company culture.
Burns Virtual Psychological Solutions prioritizes a meticulous approach with each patient, emphasizing quality over quantity.
Earth Retention captured Malia's attention due to the opportunity to address real challenges and implement meaningful changes within the company.
Grace's involvement in implementation projects for strategic clients sparked her interest in the "Field Organization," where she ...
Carina and her staff are essential components of a worldwide family, having joined Hosts Global with pride.
Angela Cherry firmly believes that as long as one is alive, there are endless opportunities for learning and self-improvement.
Beyond her professional avatar as a Boss Woman, Margot is a hardcore pleasure seeker at heart. Anything which guides her away from the mundane way of life,
Valerie Berthereaux feels incredibly fortunate to have a loving and supportive family and friends. Her two children bring her immense pride,
Balancing her personal life with her role as a transformative coach, Jennifer practices what she teaches. She remains true to her values, recognizing the essential.
Passionate about healthy living, Patricia Berrocal, an advocate for balanced well-being, finds joy in activities such as sports, yoga, and skiing.
Committed to both personal and professional development, Paula prioritizes continuous learning to enhance her performance and capabilities.
With a steadfast vision for advancing along this path, Winnie sought counsel from seasoned entrepreneurs.
Renée Dobos has a profound personal connection with the transformative power of education.
From a young age, Christine McGuire drew inspiration from her parents' strong work ethic.
Caroline Alan, not hailing from a scientific or medical background but rather from the tech realm,
In his daily pursuit, James focuses on incremental success, acknowledging that small achievements compound over time.
Frank and his team’s philosophy is to treat the rest of the organization as their clients, and themselves as a key service provider to the company.
At Doppelmayr, Daniela Guerrero has emerged as a trailblazer in this movement.
As a young cross-country skier, Viktoria traveled extensively during weekends for competitions across Finland.
Veronica Boh, a Malaysian of Chinese heritage, spent the early years of her life in the UK, Germany, and Taiwan, returning to Malaysia at the age of five.
Ms. van Teeffelen's early years were truly remarkable, marked by her upbringing as an expatriate child.
Nicole Mauthe was born in November 1978 in a small village in Bavaria, Germany, as the daughter of a carpenter and a technical draughtswoman.
Born and raised in Vienna, Austria, Nicole Lehrer's upbringing already shaped her groundwork for her future mission.
Born in Little Rock, Arkansas, Amber entered the world to a courageous teenage mother who believed that entrusting her child to a more prepared family was the best course of action.
Amidst the vast digital highways of submarine cables, a standout luminary emerges in the exciting world of modern telecommunications.
Persuaded by her experience, Laurel Sim decided to partner with Taleo during a crucial point in her career.
The expertise and guidance of CTOs are vital for companies as they navigate the complexities of the modern digital era.
Luke Marchant stated that his love of technology was sparked at a young age while reflecting on his journey.
Caio Almeida, a pioneer in the field of creative technology, serves as the Chief Technology Officer of OPTO CREATIVE LAB INC.
Tristan McKinney envisions a future for Sofi Exploration that encompasses relentless growth and adaptability.
Being that person who was always interested in sports since his early years, Mike Edwards was appointed as a red shirt for his University Basketball team.
In his role as COO, Kevin has been involved in various aspects, from overseeing expansions into new territories to crafting employee benefit plans.
Dominic Haas leads a youthful and dynamic team at Legacy Network, setting the tone for a culture steeped in growth and entrepreneurial mindset right from inception.
The crucial role played by specialty pharmacy has never been more evident in a time of unheard medical discoveries.
In recent years, there has been an incredible growth in the number of high-quality real estate firms operating worldwide.
During her tenure at the Firm, Ana has assumed diverse roles, finding particular fulfillment through her active participation.
Ana O. Ramirez has vital direct knowledge of the particular requirements of Rhisco’s target market.
As the Director Principal Alison ensures that the workspace is a testament to their ...
Beyond her work at Bonjour et co., Alexandra Kemp leads a social and active lifestyle.
Robert SEREC, the CEO and visionary founder of the White Hydrogen Coalition, is in charge of the organization.
Lorri Haines finds himself amidst the bustling dynamics of a new addition to the household—a baby that has added a layer of busyness to his days.
Under Gert J. Roselt’s leadership, Probe Integrated Mining Technologies has successfully built a dynamic team and a robust network.
Technology offers limitless prospects for Daniel Pizon, a tech fanatic driven by an insatiable quest for innovation and progress.
Scott Berry assumes responsibility for overseeing the agency's service offerings and pricing strategies.
Roger Clements, the driving force behind the marketing and strategy function at Matrix, emphasizes that the measure of success for both himself and his team is crystal clear.
In his marketing strategy, Ori Matarasso places a strong emphasis on executing campaigns at a very specialized level.
Lars feels incredibly privileged to be a member of a remarkably prosperous company that has experienced extraordinary achievements in recent times
A Chinese National by origin, Celina Shi has been living in the UK for the past 13 years. She began her career in Motorola as the Team Lead.
Allan can easily be described as a serial entrepreneur, constantly devising novel solutions to various problems
Alexander Koenig started his career as a consultant at the Boston Consulting Group (BCG) and McKinsey & Co.
As the Managing Director, Mr. McKenna sees himself as a coach who motivates and inspires others.
Prudence Masako faced numerous challenges during her career, but two stood out.
As a co-founder, Ms. Lauren’s main objectives include staying abreast of the latest developments and trends in the education industry.
As a young adult fresh out of college, Kathi Klawitter was eager but unsure of her path.
Anna-Maria Hoffmann oversees the company's efforts to satisfy the mass of orders despite the exclusive and restrictive distribution of the luxury industry.
As a female leader and the CEO of censhare, Esther Donatz believes in creating an environment where all women have the opportunity to succeed.
Zaher El Houssari always begins with a written plan, aiming to minimize unnecessary expenses and prioritize short-term goals.
Yeliz Kalafat's leadership in financial management has been instrumental in driving the company's growth and success.
As the Group CFO for the NIRAS Group, Ms. Christensen is tasked with overseeing the group support functions.
Nicolas Dupont ensures that all the lodges and activities in Vaolo’s inventory have undergone a rigorous 15-point evaluation process
As the Chief Financial Officer, one of Lee’s primary responsibilities is to oversee OnlyFans vast payments network and manage its financial risk exposures.
Henriksson has been with Eton Shirts since 2019 and has been instrumental in leading the brand's financial strategy
As CFO, Couture has been instrumental in overseeing the financial operations of the company, implementing cost-saving measures, and driving profitable growth.
Nadir Causholli has distinguished himself as a dynamic and forward-thinking leader, propelling CFO Pharma to new heights of excellence.
As the CEO of Aparavi Software, Gregor Bieler is leading the company towards change by emphasizing the importance of data management in today's business landscape.
Making remarkable contributions to the software industry, today women leaders are managing some of the most innovative and successful software companies .......
Dr. Eric Leire, the CEO of Genflow Biosciences, is one such leader. He dedicates himself to the development of novel gene-based therapeutics
Vladimir Stulančák venture into this field started in the year 2009, when he was looking for a change from the automotive industry, where he had served for a good amount of time.
Just like any other entrepreneur, for Chris - starting his very own skincare brand has been both the most fulfilling and nerve-wracking experience of his life.
Richard Sarti heads the operations at NODES as the CEO, who is known for his quick yet effective decisions
Dr. Marine Hadengue grew up in the Caribbean Islands and spent more than 15 years residing in Canada and the United States before relocating to the South of France.
