Press release: 1999-07-28: Sega Continues Building Executive Roster With Additions to Marketing Department

From Sega Retro

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This is an unaltered copy of a press release, for use as a primary source on Sega Retro. Please do not edit the contents below.
Language: English
Original source: The Free Library


SAN FRANCISCO--(BUSINESS WIRE)--June 28, 1999--

Sega(R) of America Inc. today announced four key additions to its growing staff of marketing executives concentrating on the North American September 9, 1999 launch of Sega Dreamcast(TM), the superconsole with a built-in 56K modem that brings the most-advanced and realistic video gameplay ever developed to consumers.

These marketing professionals bring more than 25 years of collective experience in high technology, consumer products and sports to Sega, and will be responsible for driving the company's multi-million dollar marketing and promotions campaign for Sega Dreamcast.

Charles Bellfield joins the company as director of marketing communications, in charge of strategic product communications, public relations, and all corporate internal and external communications. Martha Hill joins as Sega's sports marketing director and will continue to build upon solid Sega Sports'(TM) relationships with professional leagues and athletes.

Heather Kashner joins the company as consumer promotions manager, responsible for creating relevant Sega- and Sega Dreamcast-branded promotions for the company's target demographic. Event marketing management will be conducted by Kathleen Joyce, who brings almost a decade of experience in this field to Sega. All positions report directly to Peter Moore, senior vice president of marketing.

These new marketing executives will play a pivotal role in continuing the tremendous buzz for Sega Dreamcast through strategic marketing campaigns focused on the core gamer, as well as the mass market consumer. Sega has dedicated more than $100 million in marketing support for the launch of Sega Dreamcast.

"We've got the best and brightest team of marketing professionals in place for the launch of Sega Dreamcast," said Bernard Stolar, president and chief operating officer, Sega of America. "We have the hardware and we have the games. Now, it will be up to our marketing team to continue to drive the incredible consumer demand for the product, which has already seen more than 100,000 pre-orders at retail three months before the launch."

As group director of marketing communications, Bellfield will coordinate all Sega third-party communications, direct consumer communications, technology communications, public relations and media relations. Prior to joining Sega, Bellfield served as a brand market manager for NEC Electronics, and was responsible for the strategic brand marketing of NEC's multimedia technology and products. During his tenure there, he was instrumental in launching the PowerVR graphics technology brand globally--taking the product from a non-existent brand to one of the leading players within the industry.

Hill, formerly director of licensing for Nike, Inc., is in charge of helping reestablish Sega Sports as the leading provider of sports software in the industry. By maximizing use of licenses with all major sports leagues and building marketing campaigns around first-party sports titles, Sega Sports will be poised to reclaim the sports gaming throne. During her nine year tenure at Nike, Hill was responsible for identifying global licensing partners for key assets, such as Tiger Woods and the Brazil National Soccer Team. Prior to that, she held the director of marketing position for Nike Sports Entertainment (NSE), developing marketing strategies for all NSE events and properties globally, including advertising, merchandising, promotions, and creative design.

Kashner joins Sega to increase the development of cross promotions with key partners focused on Sega's target demographic. Previously, she served as the U.S. brand marketing manager in soccer for Reebok International, where she was responsible for the development and implementation of the marketing strategy for the U.S. soccer division. Before joining Reebok, Kashner was promotions and events manager for adidas America, Inc., where she managed promotions and events for the workout and walking business units. Prior to adidas, she oversaw the US Women's National Team Programs at the US Soccer Federation, where she managed the US Women's Team that won the inaugural World Championship in China in 1991.

Joyce also joins Sega from Reebok International, where she managed the event marketing division. At Sega, she will be responsible for managing the company's events and participation in tradeshows. Joyce was a key player for Sega in the recent Electronic Entertainment Expo in Los Angeles. While at Reebok International, she worked on operations logistics for their 1996 Summer Olympics and 1998 World Cup presence. Previous to Reebok, Joyce was event manager for the World Trade Center, Boston, and was responsible for event activities at the 120,000 sq. ft. exhibition hall.

These new appointments come as Sega prepares to unveil Sega Dreamcast, the much-anticipated video gaming console, in North America. With its built-in 56K modem and revolutionary CPU that is four times faster than Intel's Pentium II for processing 3D graphics, Sega Dreamcast will deliver gaming experiences never before possible on any home entertainment platform. The system launches on September 9, 1999 in North America at a price of $199.

About Sega of America

Sega of America Inc. is the arm of Tokyo, Japan-based Sega Enterprises, Ltd. responsible for the development, marketing and distribution of Sega video game systems and video games in the Americas. Sega Enterprises, Ltd. is a nearly $2.5 billion company recognized as the industry leader in interactive digital entertainment media, and is the only company that offers interactive entertainment experiences both inside and outside the home. Sega of America's World Wide Web site is located at (http://www.sega.com).
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