HTC has engaged in a major management shuffle in the past few days. 

According to a Bloomberg report, HTC has appointed CFO Chang Chialin as co-head of its smartphone business in a reorganization that also saw the resignation of the company’s chief marketing officer. 

Citing an internal memo from HTC President Peter Chou, Chang will share duties with Chief Engineering Officer David Chen. 

The moves are apparently being orchestrated by chairwoman Cher Wang as she seeks to develop new devices. 

The news comes as HTC tries to capitalize on the favorable reception to its flagship smarpthone, the HTC One M8. Reviewers consistently give HTC’s high-end smartphones high marks for design and quality. Still, the company has been unable to message their products here in the United States in the same way Samsung has done. 

Despite rave reviews, HTC has continued to lose market share and is now betting on the recently released successor to the HTC One, the HTC One M8. 

According to ComScore, HTC’s market share dropped from 6.4 percent in the three-month period ending in November 2013, to 5.4 in the three-month period ending in February 2014.