Xbox Strengthens Executive Team With Craig Cincotta in OCEO Chief of Staff Role

Xbox continues to undergo major leadership changes following Phil Spencer’s retirement and Asha Sharma’s appointment as Microsoft Gaming CEO. After Sharma recently teased a possible return of the classic Blades dashboard, another senior hire has now emerged within the company’s executive structure.

Craig Cincotta Joins the Office of the CEO

According to PureXbox, former Xbox executive Craig Cincotta has revealed on LinkedIn that he has taken on the role of “Chief of Staff, OCEO Xbox.” OCEO stands for “Office of the CEO,” placing Cincotta in close collaboration with Xbox’s top leadership.

Longstanding Ties With Asha Sharma

Cincotta shares a long professional history with new CEO Asha Sharma. The two previously worked together in Microsoft’s marketing division in 2013.

They later reunited at Porch Group, where Sharma served as COO while Cincotta held the role of SVP and Head of Communications.

Strong Background in AI and Communications

In recent years, both executives shifted toward AI-focused roles at Microsoft. Cincotta most recently worked as General Manager of Communications for Cloud and AI from September 2022 through February 2026.

His earlier time at Xbox included serving as Director of Communications between 2010 and 2013, followed by Director of Sports Marketing in 2013.

His return to Xbox leadership drew public congratulations on LinkedIn from longtime Xbox figures, including Aaron Greenberg and Larry Hryb, widely known as Major Nelson.

What Does the Chief of Staff Role Mean?

Xbox currently maintains multiple Chief of Staff positions across different divisions. Louise O’Connor has served as Chief of Staff at Xbox Game Studios since August 2025, while Amy Stillion oversees a similar role for Game Content & Studios Operations and Mojang Studios.

Microsoft has not officially detailed the exact responsibilities of the Chief of Staff, OCEO Xbox position. However, the role traditionally involves strategic coordination, executive advising, and cross-team alignment.

In Cincotta’s case, he will likely work closely with Sharma to help shape and execute her broader vision for Xbox’s future.

As Xbox continues to evolve its leadership structure, attention also turns to its subscription strategy. Reports suggest that Xbox Game Pass Ultimate could see further expansion in the future, signaling that broader changes may extend beyond executive appointments.