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Nintendo of America has put out a press release via Business Wire naming Devon Pritchard as the company's Executive Vice President of Sales, Marketing and Communications.

Devon Pritchard Head Shot
Devon Pritchard, Executive Vice President of Sales, Marketing and Communications at Nintendo of America — Image: Business Wire / Devon Pritchard

Since November 2021 Pritchard had been in the role in an 'acting executive' capacity and has now been appointed to the role on a permanent basis.

Pritchard has been with Nintendo of America for 16 years, and was previously Executive Vice President of Business Affairs and Publisher Relations. NOA President Doug Bowser had this to say about this newest appointment:

“Devon’s years of leadership at Nintendo give her a deep understanding of our people, our products and our fans. I have worked closely with Devon over the years and know she will use her knowledge of the brand and unique skill set to help expand our markets, drive engagement and grow our business through fresh ideas and inspired thinking that will help Nintendo continue to put smiles on the faces of our customers.”

Her role in overseeing "major Nintendo Switch game launches like Pokémon Legends: Arceus, Kirby and the Forgotten Land and Nintendo Switch Sports" apparently played a part in landing this acting role on a permanent basis.

The press release highlights that "strategy and execution across the U.S. and Canada" fall within Prichard's remit and that she reports directly to Bowser.

Executive Vice President for "Strategy and Execution", eh? Now that's a title! Going to run that one past NL top brass at our next appraisal.