Microsoft Asia has appointed Vivian Chua as the new head of its consumer devices and creativity retail sales division, where she will focus on driving growth and improving consumer experiences in the AI era.

Starting December 2, 2024, Chua will lead the consumer sales, category, and channel partner marketing teams across the Asia region, including Greater China, India, Japan, Korea, Southeast Asia, and Australia and New Zealand, with a focus on driving growth for Windows, Surface, and Microsoft 365.

Alongside Microsoft’s retail partners and the broader partner ecosystem, Chua and her team will work to deliver exceptional consumer experiences that drive the shift to AI platforms, as well as accelerate cloud and subscription adoption.

Chua brings 30 years of experience in the technology industry, including more than two decades in leadership roles at HP across Asia Pacific and Japan. She has deep expertise in regional and country management, go-to-market transformation, and category management.

Chua’s appointment comes after Su Yin Yam's retirement following five years as Microsoft Asia's head of the consumer sales organization for devices and creativity retail. During her tenure, Yam revolutionized Microsoft’s consumer business models across Asia, delivering seamless customer experiences. She notably led the launch of the AI-powered Copilot+ PC, the fastest and most intelligent Windows PC to date.