Intel has shuffled management as it entered a new fiscal year, appointing Brian Krzanich as new chief operating officer and new heads to run the PC and data centre groups.

As COO Krzanich will continue to run manufacturing, but also take on internal IT and human resources operations.

Krzanich has been running Intel's manufacturing operations and was responsible for Intel's successful transition to the 22-nanometer process, which will result in the production of faster and more power efficient computing chips.

The company is also promoting Dadi Perlmutter, who was responsible for Intel's chip design and development, to chief product officer. He is viewed as Intel's second-in-command alongside Sean Maloney, who is now heading Intel's China operations.

Intel also promoted Kirk Skaugen to run Intel's PC Client Group, which was previously run by Mooly Eden. Skaugen was previously responsible for Intel's Data Center Group, growing the division's revenues from $6.5 billion in 2009 to more than $10 billion in 2011.

"Kirk is a very capable executive with a track record running a large, complex and growing business - Intel's data centre business - which made him the ideal person to take on management for Intel's largest product group by revenue," said Laura Anderson, an Intel spokeswoman.

Eden, known as the public face for Intel with his colourful presentations at press conferences, is moving to Israel to work there. Intel has a manufacturing plant in Israel and faces a competitive threat from Globalfoundries, a manufacturing company that is building a plant in Abu Dhabi.

The Data Center Group will now be run by Diane Bryant, previously Intel's CIO. Replacing Bryant as CIO will be Kim Stevenson, formerly the vice president of IT Global Operations and Services.

The management changes will be in effect in 30 days, and comes as Intel tries to diversify its PC and data centre operations to keep up with the competitive landscape. The company is backing ultrabooks, which is a new category of thin-and-light laptops with tablet-like features. The chip maker is also expanding its data center portfolio with new supercomputing chips and software products.