Andy Tomkins has been promoted to marketing director for Northern Europe at Electronic Arts.
He replaces Stuart Lang. Lang moved to EA's United States offices in April to become VP of North American marketing.
Tomkins will report to Northern Europe VP and general manager Keith Ramsdale.
Prior to this role, Tomkins was global advertising and media director for EA, working out of the firm's Geneva office. He was in charge of the advertising campaigns for Battlefield Bad Company 2 and various Need for Speed titles, and has led the FIFA advertising team for the last three games in the series.
Before joining EA, Tomkins has worked for seven years at various media agencies, including MJ Media.
Tomkins' new role will see him lead marketing in the UK, Ireland, Nordic countries, Russia, Czech, Hungary, Slovakia and Poland.
"I'm delighted to welcome Andy to the UK following his successful time working for our central European team," said Ramsdale.
"Andy brings a wealth of experience and knowledge and he'll play a vital role for us as we move into the next generation of gaming."
Tomkins added: "I'm excited to be joining the Northern region team at such a pivotal time for the industry. There is very strong momentum behind our franchises and I look forward to working with the teams to help shape both our short and long-term marketing strategies."