Square Enix North America Grabs New Marketing VP

Ami Blaire has joined Square Enix's North American office, Square Enix, Inc., to lead brand and marketing strategy for the company. Square Enix, Inc. announced Blaire's appointment today. In addition to the brand and marketing strategy for North America, she will be in charge of Square Enix Members, its web-based community loyalty program, which first launched in Japan. She will also oversee its online commerce efforts -- again, a successful initiative originated in the Japanese office, which sells toys and trinkets derived from its characters and games. Her job will be to "emphasize community engagement to ensure that the company is meeting the needs of its most important constituents, the fans," says the company's press release. Blaire comes to Square Enix from Vivendi Games, where she was the vice president of integrated marketing over all of its business units: Sierra Entertainment, Sierra Online, Vivendi Games Mobile, and Blizzard. Prior to that that was her tenure at Microsoft, where she was responsible for the launch of Xbox Live on Xbox 360. She was previously director of marketing for Sony Computer Entertainment, and also worked with SNK Home Entertainment and Sega of America -- an industry career spanning over 18 years. "As part of our goal to expand our business in North America, Square Enix is courting the best and brightest talent in the interactive entertainment industry. Ami is an outstanding addition to our team and we are thrilled to have the benefit of her expertise," said John Yamamoto, president and chief executive officer of Square Enix, Inc.