This really looks to me like they thought that NCL was really out of touch with NOA. Reggie now reports directly to Iwata, which makes sense as it was pretty clear that NOA Marketing was being thrown under the bus by Japan (in other words, there was a gap there that was causing problems). Now that excuse is gone, because Japan runs NOA Marketing/NOA directly (not that they didn't before, but there was no middleman).
As for Kimishima, I wonder if they thought that his experience with the American market might actually help NCL. Note that his title includes analysis, which has been a problem for Nintendo lately.