Nintendo announced today the promotion of Reggie Fils-Aime to NOA president effective immediately. Current NOA President Tatsumi Kimishima will become chairman of the board and chief executive officer.

From the release: "In his new role as president and chief operating officer, Fils-Aime will lead the day-to-day operations of Nintendo of America while continuing to oversee the Sales & Marketing Division... He joined Nintendo of America in December 2003... Prior to joining Nintendo, he served as senior vice president of marketing at VH1. He also has held key marketing positions with Guinness Import Co., Derby Cycle Corp., Pizza Hut, Panda Management Co. and Procter & Gamble."

It will be interesting to see if Wii can perform like the DS under continued direction of both Iwata and Fils-Aime. Best of luck to them.