Microsoft chief executive Satya Nadella is steering the ship where he wants it to go. Reports have surfaced that as the top executive turns the ship towards a better future, some high-level executives will be made to walk the plank.
The company's executive vice president of marketing Tami Reller and its EVP for business development and evangelism Tony Bates are reportedly on their way out.
"It's not clear where either exec is headed, if anywhere immediately. But Nadella told top staff of the changes on Friday and the software giant was planning to announce them Tuesday," technology news website Re/code reported based on tips from sources familiar with the matter.
The exit of Bates, who was among those considered to replace Steve Ballmer as CEO, is expected. The same is true for Reller, one of the most high-ranking female executive at Microsoft, who was in an uncomfortable match up with Scroogled campaign creator Mark Penn.
It is not yet clear where the two EVPs will be going but being well-known in Silicon Valley, companies needing their experience and expertise will most likely be knocking on their doors with attractive offers and opportunities. Bates is expected to explore his options elsewhere immediately and has no intentions of having a long-term commitment at Microsoft, the sources of Re/code revealed. Reller, who has held the positions of CFO and CMO before for Windows, will help with the transition process.
Advanced strategy chief Eric Rudder will take over the position of Bates while Reller will be replaced by Chris Capossela who holds the position of chief marketing officer. Both will report directly to Nadella and become part of the inner circle that helps shape the company.
Penn, who was also the strategist for the Clintons will no longer be pushing the Scroogled campaign but will become the chief strategy officer. He will have a bigger responsibility of being the radar of Microsoft so it can hit new investment goals and can make most of the opportunities in different markets. The political operative will be continuing his role as adviser to the topman of the company, the same role he played during the time of Ballmer.
While the aggressive Scroogled campaign of Microsoft did not please everyone and somehow backfired on the company, Penn was able to conceive a tear-jerker campaign that featured how technology can help physically challenged individuals have hope, during the Super Bowl.
The new shuffle of top level executives follows an earlier announcement that Julie Lason-Green will transfer as chief of My Life and Work team, giving space for the return of ex-Nokia chief Stephen Elop to head the Devices and Studios that is responsible for the Surface Tablet and the Xbox.
Nadella, as captain, helms Microsoft to a firing position in an attempt to catch up with Apple and Google.
