As the 2014 battle for smartphone dominance heats up between Samsung's Galaxy S5 and HTC's One M8, HTC isn't holding back.

Bloomberg reported that the Taiwan-based electronics manufacturer has turned to Samsung Electronics' former head of marketing for the U.S. division, Paul Golden, as an adviser to Cher Wang, HTC's chairwoman.

HTC insiders told Bloomberg, on the basis of anonymity, that Golden was hired as contractor to report directly to Wang and has been doing so for the past few weeks.

The company has suffered three straight quarter losses in operating while sales and market shares have continued to decline, according to Bloomberg.

Following the release of its new and updated version to its flagship phone, the HTC One, the M8 has been advertised on television featuring Hollywood legend Gary Oldman to promote the product.

"We just have to communicate well with our customers," Wang said in an interview at HTC's headquarters in Taipei on April 8. "I believe if we can communicate better, we will do better."

According to Bloomberg, HTC's stocks have improved recently as the company added 0.3 percent to NT$157.50 at the close of trade in Taipei.

"HTC continues to invest in talent and recruitment as part of our broader human resources strategy," the company told Bloomberg in an email.

Golden was crucial to the launch of Samsung's Galaxy series during his tenure at the company between 2008 and 2012 as he "created and launched" the popular device, according to his LinkedIn profile.

Currently, Golden is one month into a three-month contract he signed with the HTC and have been regularly attending mandatory meetings, Bloomberg's sources said.

Golden works as a marketing consultant for Brand Slam and was previously working for Qwest Communications.