Reorganization shuffles executives and consolidates business units.

AMDMarkham 1024x768 AMD undergoes big reorganization, Lisa Su appointed COO

AMD announced a large corporate reorganization Thursday which saw Lisa Su, the company’s former general manager of global business and usual anchor of corporate keynotes, moved up to Chief Operating Officer and all of AMD’s major business units consolidated into two groups.

“During the past two years, we have been successfully executing our three-step strategy to reset, accelerate, and ultimately transform AMD,” AMD CEO Rory Read said in a statement prepared statement. “Today’s announcement represents the next step in our long-term strategic plan to help ensure AMD’s operating structure and culture are better aligned to drive consistent growth and profitability by leveraging our leadership IP to create differentiated products that help our customers win across a diversified set of high-growth markets.”

As part of this reorganization, AMD’s business units will now be aligned under two expanded groups: the Enterprise, Embedded and Semi-Custom Business group, which is what and AMD spokesperson is calling the “adjacent high-growth markets,” and the  Computing and Graphics Business Group, which is the “traditional PC markets.”

Su will be the interim leader of the Enterprise, Embedded, and Semi-Custom Business Group, while former Chief Sales Officer, John Byrne will lead the Computing and Graphics Business Group.

“John’s years of PC industry experience and successful track record of strengthening AMD’s customer relationships make him ideally suited to take on additional responsibility and lead one of our new business groups,” Read said in a statement.

AMD has an uphill battle over the next few quarters as it transforms itself into a company no longer reliant on the traditional PC market. Whether it can transform itself adequately is something its very survival likely depends upon.