Microsoft is getting ready for a big marketing push for the HoloLens and Windows Mixed Reality. To celebrate the first birthday of the HoloLens, Microsoft’s Yusuf Mehdi (the CVP of Microsoft’s Windows and Devices group) sent an email internally at Microsoft summarizing the company’s efforts towards marketing the HoloLens and Windows Mixed Reality for consumers — calling it a “critical area” for the company.

In the internal email, Mehdi announced that Elizabeth Harmen (aka Lizz Harmen), the former Chief Marketing Officer of Facebook’s Oculus is joining Redmond. At Microsoft, Harmen will be the Corporate Vice President of the software giant’s new marketing team dedicated for Mixed Reality — simply called the Mixed Reality Marketing Team. Harmen will be reporting directly to Mehdi as the CVP of the new marketing team.

Mehdi stated:

“As CVP of Mixed Reality Marketing, Liz will be responsible for driving the global business and marketing strategy, working closely with our internal partners in engineering, Windows product marketing, integrated marketing, the MCB and Commercial teams, and external partners around the world. We have big, bold goals for mixed reality and the impact it can have on our overall Windows and Devices Group ambition to create more personal computing.”

Yusuf Mehdi also outlined how the company is planning on accelerating HoloLens and Windows Mixed Reality’s market presence during the holiday season in the internal email:

“We are going to ramp up our sales efforts by investing in a dedicated set of sellers and TSPs for FY18. Combined with the significant marketing investment we are making for this coming holiday with mixed reality headsets marketed on Windows 10 PCs by the Windows 10 marketing team, we are set up to have an acceleration of our mixed reality initiative.”

Microsoft pushing Windows Mixed Reality and HoloLens isn’t surprising to see — one of the biggest new features in the upcoming Windows 10 Creators Update is the new Mixed Reality portal which works with the company’s upcoming mixed reality headsets. The new marketing team will likely work on promoting the new headsets along with some of the upcoming Windows 10 PCs, but the HoloLens-related promotions should be much more interesting as Build 2017 is just around the corner where the company is going to reveal more on the HoloLens.

Here is the full email, courtesy of The Verge: