Data center and cloud company Rackspace (RAX), a Top 100 Cloud Services Provider for 2013, has appointed Taylor Rhodes as its chief customer officer (CCO), a first for the company.

The company said Rhodes will lead Rackspace's sales and support organizations on a global level, including the firm's enterprise, small and medium-sized business (SMB) and international divisions. 

Rhodes said in prepared remarks that the the industry is facing a generational shift in IT toward hybrid cloud architectures.

"The power of Rackspace's hybrid cloud portfolio enables our customers to choose the right combination of price and performance for any given workload, and the power of Fanatical Support lets them maximize the value of the people they employ to develop innovative new applications," he said.

Before being appointed to CCO, Rhodes served as the senior vice president and managing director of Rackspace International, a position that will now be assumed by Jeff Cotten, the company's vice president of enterprise sales.

"This is an incredibly exciting time to join the Rackspace International team. Hybrid cloud is a global movement, and Fanatical Support is creating growth opportunities for us in exciting new markets," Cotten said. "Rackspace is poised to build on our Hybrid Cloud leadership position to expand in Asia Pacific and EMEA. The future looks bright and I look forward to leading the International team."

Rackspace recently expanded its Rackspace Hybrid Cloud to the Northern Virginia (IAD) region, bringing the total global region count to five: Dallas, Chicago, Northern Virginia, London and Sydney.