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Advanced Micro Devices on Monday named its first chief strategy officer in the company’s history, responsible for seeking out new markets and focusing the company’s direction.

William T. “Billy” Edwards, previously vice president and general manager of AMD’s Personal Connectivity Solutions Group, will be promoted into his new role, AMD said. AMD said Iain Morris, who has served in a similar role at Hewlett-Packard Corp., will replace Edwards as head of the PCSG.

The changes, the company said, “signal the company’s need to expand its executive leadership in support of the company’s growing portfolio of global customers and promising market leadership opportunities.” Edwards will head the Office of Strategy and Technology, responsible for developing an “integrated, proactive, cross-business-unit approach to strategic marketing and technology planning”.

In a sense, AMD’s strategic direction will be split between Edwards and chief technology officer Fred Weber. Edwards will be responsible for assessing macroeconomic business cycles and their impact on AMD, overseeing acquisitions, and the company’s marketing direction. Weber will oversee the technology roadmap, AMD spokesman Drew Prairie said. Edwards was unavailable for an interview, Prairie said.

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