Microsoft is reshaping its external communications structure, with President Brad Smith taking responsibility for the company’s communications function, according to an internal memo from CEO Satya Nadella. Oversight previously handled by Chief Marketing Officer Takeshi Numoto will also move to Smith. The change comes as Microsoft expands its artificial intelligence, cloud computing and data-center operations, putting greater focus on how the company communicates about regulation, AI governance and its global business.
Brad Smith takes over communications
Smith is Microsoft’s president and a leading company representative on regulatory, geopolitical and AI-governance issues. He has long worked with governments, regulators, business partners and other stakeholders, and has played a prominent public-affairs role as Microsoft has expanded globally.
Nadella said in the memo that Microsoft, its industry and the broader external environment are all changing. With the media landscape becoming more fragmented and the volume of information increasing, he said the company must continue to communicate around its mission while building direct relationships with different stakeholder groups.
Nadella wrote that few Microsoft executives can represent the company’s voice as effectively as Smith. He said Smith understands Microsoft’s businesses, maintains close relationships with stakeholders and can explain complex issues clearly and firmly. Smith has consequently developed a reputation in the industry as a statesmanlike technology executive, although his responsibilities have primarily centered on corporate public affairs and industry communications.
Frank Shaw to leave at year-end
Microsoft’s current Chief Communications Officer, Frank Shaw, has announced that he will leave the company at the end of the year. Microsoft has not named a permanent successor, but Nadella said in the memo that Brent Colburn, corporate vice president of global public affairs, will lead communications during the transition.
Colburn will continue to report to Smith and oversee day-to-day communications during the interim period. The communications leadership team will report to Colburn. Before his departure, Shaw will advise Smith and Colburn and help complete the handover of responsibilities.
Shaw has spent more than 17 years at Microsoft. Nadella thanked him for his contribution to the company and its communications function, noting that Shaw had advised Microsoft’s management team and Nadella through several important periods in the company’s development.
AI and data-center expansion raise communications demands
Smith’s appointment comes as Microsoft continues to increase investment in AI infrastructure, expand its data-center footprint and compete across cloud computing and enterprise software. The expansion involves more than products and sales. It also raises questions involving energy, infrastructure, regulation, data governance and AI safety.
Microsoft must explain its AI strategy and its commercial implications to customers, developers, partners, employees, regulators and investors. Putting Smith, who is familiar with the company’s business, regulatory affairs and policy environment, in charge of communications could lead to closer coordination among public affairs, product messaging, marketing and executive communications. The memo did not disclose a new departmental structure or additional personnel appointments.
Nadella also said that employees closest to products and customers often have the clearest understanding of how Microsoft should be understood externally. The company will therefore provide engineers, sales staff, partners and other employees who work directly with products and customers with more tools and support to participate in external communications.
Autumn product events will test the new structure
Nadella said Microsoft is approaching an autumn period with several major events and plans to use its marketing efforts to connect product messaging, market promotion and communications more closely. The company will continue testing and refining its communications approach, with the communications team playing a central role, he said.
Microsoft has not said whether Smith will retain all of his existing responsibilities as president, nor has it disclosed Shaw’s plans after he leaves. The confirmed changes are that Smith will assume more direct leadership of the communications function, while Colburn will manage execution during the transition. The arrangement will first be visible in Microsoft’s upcoming corporate messaging and responses to public issues as its AI operations, data-center construction and regulatory engagement continue.