Sega's Masanao Maeda has been promoted to COO of the Japanese publisher's American arm.
Maeda has previously been instrumental in developing Sega's western business, such as playing a pivotal role in the acquisition of UK developer The Creative Assembly.
In his new position, he will oversee day-to-day marketing and sales for both North American and European markets.
Sega Of America CEO Mike Hayes said: Maeda carries a wealth of knowledge about Sega and the Sega properties with him thanks to his many years with Sega of Japan.
His accomplishments in Tokyo are a testament to the quality of leader we anticipate him being here as he helps to take Sega of America to new heights in the video game market.”
Maeda added: I am looking forward to working at Sega of America and getting to work more closely with the team there.
Though I have worked with Sega of America a great deal over the past 18 years, I look forward to the opportunity to be more closely involved with the development process for the Western markets.”