Microsoft Wants to “Protect and Elevate” Xbox Brand

Ever since Asha Sharma assumed the role of Xbox CEO, the company seems to be focusing on improving Xbox’s public image has been at an all-time high. That’s mostly because Sharma recently directed to remove all the races of “This is an Xbox” campaign from Microsoft website. Reportedly, the campaign was criticized internally by employees arguing that it undermines Xbox’s primary focus area, which is console. That’s not all, recently the new Xbox CEO has been quite vocal on the internet, exchanging words and directly responding to complaints from fans.

Speaking of public image, Microsoft reportedly opened hiring for a new senior communications role related to Xbox. The job posting on LinkedIn, first spotted by @HazzadorGamin on X, was for Senior Manager, Xbox Brand and Reputation. But it seems the position has been filled, as the company is no longer accepting applications for the role, according to Windows Central.

Microsoft hires for Xbox brand and reputation role

The job posting talks about shaping how Xbox is presented across global audiences. While the role is no longer accepting applications, its responsibilities give a clear idea of where Xbox may be heading down the line.

According to the job description, the applicant is expected to lead global communication strategies, develop messaging for Xbox leadership, and ensure consistency across marketing, PR, and public-facing content. It also involves working closely with internal teams, including engineering, public affairs, and social media, to align the overall brand narrative.

Another key part of the role includes managing relationships with media, influencers, and the gaming community, along with overseeing PR agencies. The position is also tasked with tracking performance metrics and guiding broader communication strategies across Xbox.

What stands out is the emphasis on “protect and elevate the Xbox brand,” which was highlighted as a core responsibility. The role is described as high-impact, with involvement in both proactive storytelling and handling corporate-level issues tied to the gaming business. Here is what the overview of the role reads:

Reporting to the Xbox Head of Brand and Platform Communications, you will partner closely with the Xbox comms and marketing teams as well as Xbox leadership, social media, public affairs, and engineering teams to drive storytelling to protect and elevate the Xbox brand. This is a high-impact role that will lead business-critical proactive and reactive work across gaming corporate issues as well as larger narratives including business momentum. This role will also build and nurture relationships with key business and industry press as well as analysts, and will help manage an external agency team to drive both strategy and best practices across our corporate narrative and issues management.

While Microsoft has not publicly commented on any shift in strategy, the scope of this role suggests a stronger focus on messaging, brand perception, and how Xbox communicates its long-term vision. It will be interesting to see how this internal move shapes Xbox’s public image going forward.