Dell No. 2 Jeff Clarke is taking control of its stuttering PC business. Read the memo he sent to staff.

Dell’s PC and hardware division is the company’s biggest revenue driver, but revenue has declined for the last three years.

Now, the company is parachuting one of its top executives to take the reins.

Jeff Clarke, Dell’s vice chairman and COO, announced in an internal memo sent on Tuesday that he would take on “day-to-day leadership” of the consumer solutions group, or CSG, which produces Dell’s computers, monitors, and other hardware.

“This will help accelerate decision making and build momentum as the PC refresh cycle picks up speed,” he told staff in the memo, which BI has seen.

Clarke, who has been at Dell since 1987 and is a key lieutenant of billionaire founder Michael Dell, also announced a series of other leadership changes and told staff that “modernizing how we operate includes fine-tuning leader roles and reporting lines so we can go fast and win.”

The reorganization included appointing Sam Burd, previously the president of CSG, to lead Dell’s corporate strategy.

Dell splits its business into two units: CSG and ISG, the infrastructure solutions group.

Demand for AI is driving growth in the ISG division, which develops AI servers — ISG revenue was up 29% in Dell’s last full financial year.

However, CSG’s annual revenue has declined every year since 2022, when it peaked amid the pandemic-era boom in PC sales. Total CSG revenue was $48.6 billion in 2025, down 21% from its 2022 peak, and just above pre-pandemic levels.

Dell’s total annual revenue was up 8% in its 2025 financial year and the company’s stock is up 11% since January.

One employee who works in sales support for Dell’s CSG division told BI that Dell had been losing market share to competitors Lenovo and HP in specific categories like consumer and commercial notebooks and desktops for a few quarters.

“Our displays have always dominated for years, and I don’t see that changing,” the person added.

A Dell spokesperson told BI that the company is “focused on leading the commercial and consumer PC markets and capitalizing on the critical PC refresh cycle.”

“We will continue to evolve our business with that goal in mind,” the spokesperson said.

In a LinkedIn post on Thursday, CEO Michael Dell promoted the company’s AI PCs, saying they deliver “longer, multi-day battery life, smoother workflows, and the confidence that you’re ready for the AI era.”

“Whenever companies see challenges to their revenue and market share, as Dell recently has, it’s not uncommon to make organizational changes in an effort to bring new ideas into the mix,” Bob Woodward, the president and chief analyst at Technalysis Research, told BI.

Woodward said the reorganization was a “subtle rearranging of the chairs, but hopefully one that drives the kind of new ideas Dell needs to reinvigorate their critical PC business.”

The leadership changes come one week after Dell’s annual employee survey results were released internally.

Dell’s employee satisfaction score — known as the employee net promoter score, or eNPS — fell to 32, according to a transcript of a video update obtained by BI. Amid workforce reductions and RTO mandates, the eNPS has declined almost 50% in two years.

Read Jeff Clarke’s full memo below:

Team,Modernizing how we operate includes fine-tuning leader roles and reporting lines so we can go fast and win. To that end, I’m making a few changes to my leadership team.

• I’ve asked Sam Burd to lead Corporate Strategy. Sam is an expert strategist and his BU leadership, deep market knowledge and consulting background will be instrumental as we plan for the future.
• Vivek Mohindra, who has led Corporate Strategy for the last two years, will take on a new role as Special Advisor, working directly with me on business-critical projects. I am grateful for the leadership and vision he brought to the Corporate Strategy Office and look forward to working with him in this new capacity.
• Dennis Hoffman and the Telecom Systems Business will move to ISG, with Dennis joining Arthur Lewis’s Leadership team.

For now, I will take on the day-to-day leadership of CSG. This will help accelerate decision making and build momentum as the PC refresh cycle picks up speed. The following CSG leaders will report directly to me:

• Alex Barretto wil lead an expanded team including PC Engineering and Services, CTO, Experinece Design Group and GOPO.
• Chris Cowger will continue to lead Global Consumer and eCommerce
• Bert Park will now lead Displays, Docks, Partner Software and Client Peripherals
• Karen Plotkin will lead Product Operations, Strategy and Transformation
• Kevin Terwilliger will continue to lead PC Product Management

The rest of the CSG leaders and their teams will report to one of the leaders above. Alex, Chris, Bert, Karen and Kevin will host team meetings later in the week to share more details.As many of you know, my CSG roots run deep. I care a lot about this business and believe in our portfolio and our people.I also believe we have a winning hand, but we’ve got to play it right. Let’s stay focused. Let’s go all in. And let’s win.Jeff

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