AMD has appointed Caleb Leung to the newly created role of distribution manager.
The chipmaker has conducted a reorganisation that also includes the addition of a yet-to-be-filled OEM manager's position, according to marketing manager, Caroline Francis.
Both positions were carved out of the sales manager's job, which became vacant when Stephen Fraser went to Panasonic in late April.
The split would sharpen AMD's focus on its distribution and OEM businesses during a growth phase fuelled by mobility, Francis said.
She highlighted its Athlon 64, Dual Core and Turion 64-bit processors as hot products.
A former senior product manager at Ingram Micro, Leung's primary focus would be growing AMD's reseller channel with key distributors Avnet and Legend Performance Technology, Francis said.
AMD has signed 2500 resellers to a rewards program it launched in December, she said, but wanted about 4000 by year's end. The program gives points to resellers based on sales, which are redeemed in the form of marketing collateral.
Francis said the recruitment of broad-based resellers for its packaged processor units was a priority.
An increased focus on OEM agreements with Sun, HP and other tier one vendors would also be used to increase business with enterprise customers, she said.