Meta has named its chief marketing officer, Alex Schultz, as its new chief data officer, Schultz told Axios.The company's vice president of consumer marketing and growth Denise Moreno has been elevated to CMO. Why it matters: The changes reflect how critical analytics and data infrastructure are to Meta's AI ambitions. The company is bringing analytics directly to its executive leadership as opposed to treating it like a support function underneath a different C-suite executive. Zoom in: In his new role, Schultz will be tasked with transforming how the company manages AI analytics across the company globally. As part of that effort, he will continue managing the company's infrastructure analytics teams. Schultz said his responsibilities have expanded over the past several years to include analytics, in addition to marketing.He now oversees user research, competitive intelligence and reporting insights to Meta's board.Between the lines: Moreno has been leading Meta's in-product promotions for years. Most recently, she helped the company grow Threads to over 500 million users. Her top task as marketing chief will be making Meta's products and apps successful.Both Schultz and Moreno will report to Meta chief operating officer Javier Olivan. Moreno will join Schultz on CEO Mark Zuckerberg's leadership team.What's next: In an interview, Schultz said the "context layer" of Meta's AI system — or the organizational knowledge that gives AI models the ability to reason accurately — will be key to building's Meta's data analytics infrastructure. Building a "semantic" layer across Meta's data warehouse that can help the company interpret its data across all products will be a top priority for the next six months.