Nintendo of America has announced that it has promoted Devon Pritchard to become executive vice president of sales, marketing and communications. She has been the acting executive in the role since November 2021, which came after a 16-year tenure with the company.
Pritchard has previously worked as executive vice president of business affairs and publisher relations, and, while serving as the acting head of sales, marketing and communications has overseen launches for major Nintendo Switch exclusives such as Pokémon Legends: Arceus, Kirby and the Forgotten Land and Nintendo Switch Sports.
In her new role, she will oversee strategy and execution across the United States and Canada, and report to Nintendo of America president Doug Bowser.
“Devon’s years of leadership at Nintendo give her a deep understanding of our people, our products and our fans,” Bowser explained. “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.”