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YH Lee is not your typical Samsung executive. To begin with, she is the company’s first top female exec, and does not hail from an engineering background. In addition, her previous roles at L’Oréal and Unilever give her a relatively unique level of multinational experience. And all of those attributes perhaps help to explain how Lee has been able to transform the Samsung brand from a tech-focused player to one that competes with Apple for the hearts and wallets of the world’s key mobile consumers.
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