Nintendo Names New EVP, Sales and Marketing; Reginald Fils-Aime Has Diverse, Award-Winning Marketing Background

REDMOND, Wash.--(BUSINESS WIRE)--Nov. 25, 2003--Nintendo of America Inc. today named Reginald Fils-Aime executive vice president, sales and marketing, for the company's operations in both North America and Latin America, effective Dec. 1.

A senior consumer marketing executive with a proven track record, Fils-Aime most recently was senior vice president of marketing at VH1, part of the MTV networks, and previously was chief marketing officer for Derby Cycle Corp., and U.S. marketing chief for Guinness Import Co.

"Nintendo recently has enjoyed a surge in sales in North America, and Reggie is the perfect person to further boost our momentum in the years ahead," says Tatsumi Kimishima, president, Nintendo of America. "His demonstrated success in reaching our target market is ideal for directing the outstanding team of sales and marketing professionals already in place in our organization."

A graduate of Cornell University, Fils-Aime began his career at Procter & Gamble, and later became senior vice president for Panda Management Co., the world's leading Chinese food-service company. He also served as senior director for national marketing at Pizza Hut, where he launched the Bigfoot Pizza.

At Guinness, he oversaw all brands, including Guinness stout, Bass ale, Harp lager and Pilsner Urquell, as well as managing brand relationships with third-party owners in the United Kingdom, Jamaica and the Czech Republic. At Derby Cycle, he not only directed worldwide sales and marketing for eight separate brands, including Raleigh, Diamondback and Univega, but also was acting managing director of the company's United Kingdom operations.

During his tenure at VH1, Fils-Aime engineered the channel's redirection to young viewers that resulted in an overall 30 percent rating growth, and he created and executed the marketing plans for The Concert for New York City, which raised more than $35 million for disaster relief in the wake of the Sept. 11 attacks.

His professional awards include a Clio, two Gold EFFIEs, an AICP award for advertising excellence and a Silver Edison from the American Marketing Institute. He also was named to the "Marketing 100" by Advertising Age.