Nintendo UK promotes Dawn Paine

Nintendo UK’s Dawn Paine has been promoted to assistant general manager and marketing director, MCV understands.

She will still hold her responsibilities as marketing director, we believe, but also takes a broader role in the business operations at Nintendo UK acting as a conduit for cross departmental projects and championing customer centric thinking.

Paine joined Nintendo ten years ago, helping to launch the GameCube in her role as UK marketing controller.She was promoted to marketing director in 2005 – just in time for the generation-defining launches of the Nintendo DS, followed by the Wii a year later.

Under Paine, Nintendo’s UK marketing strategy has moved the brand into true mainstream, lifestyle brand territory as the company continues with its ambition to broaden the gaming population, targeting five to 95-year-olds.

Elsewhere within Nintendo’s ranks, two members of Paine’s team have been promoted.Both Vanisha Kavia and Roger Langford have stepped up to take junior product manager roles after previously serving as marketing assistants.