HTC announced today that Mike Woodward has become its new president of North America. Woodward will be overseeing HTC’s sales, marketing, and operations for the U.S. and Canada.

“I have been fortunate to witness first-hand HTC’s leadership in mobile innovation, design and consumer experiences, and am proud to be joining a team known for putting consumers at the center of everything they do,” said Woodward. “During my career in the rapidly evolving mobile industry, I’ve participated in some of the most significant phone launches across the globe, and I’m glad to combine that experience with the talents and culture of HTC.”

Woodward has left his position as vice president of consumer wireless device portfolio at AT&T Mobility to take the position at HTC. He also previously held postions at PacketVideo, Motorola, and in the U.S. Navy. Woodward will be reporting to Jason Mackenzie, president of global sales and marketing at HTC.

“With solid business acumen and expertise in product planning, marketing, sales and business development, Mike brings strong leadership and vision to our North America business,” said Mackenzie.

It is interesting that HTC is hiring new leadership at this time, since needs a solid strategy for marketing in North America. Though Apple’s patent lawsuit was part of the reason the HTC One X was not a huge success in the U.S., it is also clear that HTC was not able to ink deals with all of the major U.S. carriers the way Samsung was for the Galaxy S III. And with Samsung gaining on Apple, it is do-or-die time for HTC. While its products may be solid, it will take a concerted marketing effort to get back in the U.S. smartphone race.