Nintendo UK has today named marketing specialist Simon Kemp as its new general manager.
MCV reports that Kemp hails from outside the games industry, having previously served as European channel marketing manager at Unilever, marketing director for Lucozade, and most recently in a prominent role in GlaxoSmithKline's Mergers and Acquisitions department.
Kemp replaces David Yarnton, who stepped down as Nintendo UK GM in the summer after nine years in the role and 20 years at the company.
Nintendo UK marketing & PR director Shelly Pearce, sales director Andy Yates and finance director Tom Pearce will report directly to Kemp.
The new GM said: "I'm extremely excited to be joining Nintendo UK at such a pivotal moment. With the launch of Wii U Nintendo is once again changing the way everyone will play games at home,it's a fantastic time to be here. Nintendo UK also has an extremely talented team in place already and I am very much looking forward to leading & working with each and every one of them."
Nintendo of Europe president Satoru Shibata added: "Simon brings fantastic brand experience with him and we were immediately impressed with his versatility and leadership. We believe he can make a huge contribution to the launch period of Wii U as well as the continued growth of Nintendo 3DS and 3DS XL in the UK & Ireland."