Nintendo elevates PR chief to marketing director

Nintendo has appointed its European PR chief Shelly Pearce to lead its marketing and PR at director level in the UK.

Nintendo 3DS

She will be responsible for leading two major product launches in the coming months: the Nintendo 3DS XL at the end of this month and the Wii U later this year.

The appointment marks Pearce’s first marketing-specific role.

Pearce has been Nintendo’s head of European PR for more than 11 years and prior to that also held a PR and communications role for t he UK side of the business. Before joining Nintendo, she worked in agency-side PR, running business to business campaigns for technology companies.

She returns to the UK team after the recent departures of two high profile marketers.

Dawn Paine, formerly marketing director and assistant general manager left Nintendo after ten years in February to join Universal Pictures as vice president of marketing.

In June, head of home console marketing Rob Lowe left the business to join BBC Worldwide as marketing director for its consumer products.

Nintendo posted its first ever annual loss since it became a publicly listed company in April, blaming price promotions and a slump in sales of its handheld 3DS consoles.

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