Chipset major Qualcomm has hired Intel former executive Penny Baldwin as senior vice president and chief marketing officer (CMO).

Penny Baldwin will be reporting directly to Qualcomm CEO Steve Mollenkopf.

Qualcomm in 2012 had hired another Intel executive Anand Chandrasekher as CMO. In 2013, Anand Chandrasekher was removed from main responsibilities at Qualcomm due to some controversial statements on Apple.

Penny Baldwin, who has more than 35 years of marketing and branding experience, has worked with several Fortune 500 brands including Microsoft, Intel, Oracle, AMD, NetApp, Hewlett-Packard and Intel.

“Penny’s extensive experience will help continue to drive our marketing program, which plays an important role in elevating Qualcomm’s presence and reputation around the world, showcasing the breadth of our technology solutions and driving confidence in our roadmap and future vision,” said Steve Mollenkopf, CEO of Qualcomm.

Prior to joining Qualcomm, Penny Baldwin was vice president and general manager of Global Brand Management at Intel, responsible for developing and managing Intel’s brand strategy, positioning and reputation. Baldwin was also responsible for partner marketing, New Technology Group and sports marketing globally.

Prior to Intel, Penny Baldwin was executive vice president and chief marketing officer at McAfee. Penny Baldwin has also held senior leadership positions at companies including Yahoo!, Young & Rubicam, Arnold Worldwide, McCann-Erickson and Ogilvy & Mather.