Sega of America has named Masanao Maeda as its new COO, while former Sega of America and Sega of Europe CEO Naoya Tsurumi has relocated to Japan to become the managing director of the company’s consumer business division.

Maeda is credited with helping Sega expand into western markets by investing in developers like Creative Assembly. In his new position he’ll oversee all of the day-to-day business for Sega of America including sales, marketing and product development.

Meanwhile, Tsurumi will be charged with leading Sega’s global game development, working closely with the firm’s international heads of business “to ensure Sega puts out only the best IP and continues to build on epic characters like Sonic the Hedgehog”.

Sega has made a number of global management changes this year. In June, the company promoted longtime Sega videogame boss Naoya Tsurumi to the position of worldwide head of the company’s consumer business, while Sega Europe chief Mike Hayes took on the newly created position of president and CEO of both Sega Europe and America. The shuffle came shortly after the resignation of former Sega US boss Simon Jeffery.