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Qualcomm has promoted company veteran Jim Cathey as its new Chief Commercial Officer, effective immediately.

The promotion means Cathey will join the chip designer’s executive committee and report directly to CEO Cristiano Amon.

Cathey has been with Qualcomm since 2006 and most recently worked as the company’s SVP and President of Global Business. His new role builds on his previous responsibilities, which included oversight of all go-to-market activities. He will continue to manage the company’s global sales and business development, account management, carrier partnerships, sales operations, and distribution channel teams.

Before joining Qualcomm, Cathey was an executive at Micron Technology and MicroDisplay. He also led investor relations at PixTech.

In a , Amon called Cathey’s contributions to the company “significant” and said his leadership has been “integral to cultivating, strengthening, and expanding key partner's relationships while augmenting our regional sales and customer support capabilities.”

Amon added, "I'm pleased to have Jim join Qualcomm's executive committee as Chief Commercial Officer as we continue to grow the business into new industries and execute on the largest opportunities in Qualcomm's history."

Qualcomm is in the midst of a technological pivot into new categories as it looks to diversify its revenue streams and capitalize on emerging trends. Just last month, the company a $100 Million Snapdragon Metaverse Fund, signaling its continued commitment to create silicon for XR devices like virtual reality headsets as global smartphone demand .

The company is also pushing further into the automotive sector and a deal to provide Stelantis with 5G chipsets. Earlier this month the company also an autonomous vehicle startup to improve its offering in the space.

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