Nintendo Co. Ltd. has appointed its head of European PR, Shelly Pearce, to the UK marketing director role left vacant after the departure of Dawn Paine. The brand was left without a marketing director after Paine stepped down in February to join Universal Pictures UK as its new vice-president of marketing. Following Paine's departure, the general manager, David Yarnton, stepped in to oversee the Nintendo marketing team with the assistance of the head of home console marketing, Rob Lowe, who has since left for BBC Worldwide.