Qualcomm announced some executive shuffling, which the company says is aimed at improving marketing, global business development and its wireless-service businesses.

The wireless chipmaker appointed its first chief marketing officer. Jeff Jacobs, brother of CEO Paul Jacobs, will oversee global marketing, external communications and technology standards-related efforts. Jacob’s appointment continues the family business; Paul Jacobs replaced Irwin Jacobs, his father and founder of Qualcomm.  Before his appointment to chief marketing officer, Jeff Jacobs served as Qualcomm’s executive vice president and president of global development.

Instead of directly replacing Jeff Jacobs as head of global development, Qualcomm has formed three regional operating areas: Americas and India; Asia Pacific, the Middle East and Africa; and Europe, and has appointed new heads to each division. Executive Vice President Peggy Johnson, who had been in charge of Qualcomm’s Internet services and MediaFLO mobile TV service, will now head the Americas and India area. Andrew Gilbert will head business development in Europe, as well as serving as president of Internet services and MediaFLO for Qualcomm Europe. And Jing Wang, who had been promoting Qualcomm’s CDMA technology in China and Southeast Asia, will now head the Asia Pacific, Middle East and Africa region.

The company also said that it has combined several smaller, semi-independent service-related businesses, including Internet services, MediaFLO, its BREW platform and recently acquired mobile commerce subsidiary Firethorn, under Executive Vice President Len Lauer.