"Cammie Dunaway is the perfect choice to drive the next phase of Nintendo's business," Mr. Fils-Aime said in a news release. "She is a tremendous leader and will help continue momentum behind both Wii and Nintendo DS." Nintendo was recently named Ad Age's Marketer of the Year.
Ms. Dunaway added, "Being able to further shape a leading brand like Nintendo is a tremendous opportunity. I'm looking forward to building on Nintendo's industry-defining reputation as a disruptor, as the company continues to prove that everyone's a gamer."
Ms. Dunaway joins Nintendo as a raft of veteran marketing executives leave the American division after its decision to relocate sales and marketing offices from Redmond, Wash., to Redwood Shores, Calif., and New York. Those leaving or already gone include George Harrison, senior VP-marketing and corporate communications; Perrin Kaplan, VP-marketing and corporate affairs; Robert Matthews, senior director-consumer marketing; and Beth Llewelyn, senior director-corporate communications.
Ms. Dunaway joined Yahoo in June 2003. Before that, she spent 13 years at Frito-Lay, overseeing brands including Doritos, Chee-tos, Lays, Ruffles and Rold Gold Pretzels.
Ms. Dunaway was certainly not alone in leaving Yahoo. She joins a long line of C-suite executives brought in under former CEO Terry Semel who have left the company recently, including Chief Sales Officer Wenda Harris Millard, Exec VP-Global Sales Greg Coleman, Chief Technology Officer Farzad Nazem and Chief Operating Officer Dan Rosensweig.
New Yahoo CEO Jerry Yang expressed disappointment in the company's marketing effectiveness on an earnings call last week. "There is a lot of room for improvement in driving relevance in our consumer offerings and marketing effectiveness," he told analysts.
However, many of Yahoo's travails of late have arguably more to do with its inability to effectively organize itself internally and innovate fast enough in areas such as search. According to comScore, Yahoo had 135.6 million U.S. unique visitors in September, making it the most-trafficked web company. That figure is up 4.5% from the year prior.