Microsoft has announced a major structural change: the communications group, previously part of the marketing department, will now be moved to the Corporate, External, and Legal Affairs (CELA) organization. The change, announced in internal memos from company executives, aims to respond to an „increasingly fragmented and noisy“ media landscape and give employees a greater voice in the public sphere.
„Communications have never been more important at Microsoft,“ CEO Satya Nadella wrote in his memo. He emphasized that the company is changing, as are the industry and the world around it, so it is necessary to remain true to the company’s goals, earn trust every day, and find new ways to connect directly with all stakeholders. This strategy, Nadella said, will encourage engineers, salespeople, partners, and others who are close to products and customers to be more actively involved in creating the company’s story.
Brad Smith – new communications manager
Nadella has appointed Microsoft vice chairman and president Brad Smith to lead the communications function. Smith has long been a public policy and corporate communications figure, traveling the world to meet with governments, regulators and customers. Sources say Smith takes over from chief marketing officer Takeshi Numoto, and his experience brings „a deep understanding of the business, strong stakeholder relationships and the ability to clearly communicate complex ideas.“.
Interim Manager – Brent Colburn
Brent Colburn, vice president of global public policy, will fill the position in the interim while a permanent head of communications is sought. Colburn, who was previously responsible for global public policy, said he will stay on through December and will not be a candidate for a permanent role. He will report directly to Smith, and his team will oversee communications during the transition.
Frank Shaw departs after nearly three decades
Microsoft's communications group was long-time leader Frank X. Shaw, who announced this month that he would be leaving the company after nearly three decades. Shaw will remain an advisor to Smith and Colburn through the end of the year, helping to smooth the transition. Nadella's memo highlighted Shaw's contributions: "He has made tremendous contributions to the company and our communications function over the past 17+ years.".
New structure and future prospects
The move to CELA signals Microsoft’s desire to bring communications more closely aligned with legal, external, and corporate issues. It also reflects executives„ desire to “learn, experiment, and evolve” in communications, as Nadella says. The new structure allows the company’s leaders, including engineers and partners, to directly engage in the public sphere, similar to how AI startups do, where researchers write blogs and broadcast demos.
Selection process
Microsoft has already begun a search for a permanent head of communications, considering both internal and external candidates. The search will be overseen by Smith, CMO Takeshi Numoto, and HR chief Amy Coleman. The new head will likely also report to Smith, confirming that this structural change is permanent and not temporary.
Conclusion
The move of Microsoft’s communications group to CELA and the appointment of Brad Smith as its head reflects the company’s strategic approach to the changing media landscape. The move aims to give employees a greater voice, foster direct engagement with customers and partners, and strengthen the company’s image through transparent, consistent communications. While it is not yet clear who will ultimately replace Frank Shaw, Microsoft is making it clear that the communications function will become an even more important part of the company’s overall strategy.
Sources
- The Verge - Microsoft puts Brad Smith in charge of communications
- GeekWire – Internal memos: Microsoft shakes up communications as Nadella makes a push to build in public
