Jim Urbaitis currently serves as the Vice President of Consumer Marketing at Nintendo, a position held since January 2022. Prior to this, Urbaitis spent nearly a decade at Microsoft in various leadership roles, including Director of Xbox Game Pass and Games Marketing, where oversight included launch strategy and go-to-market planning for first-party and third-party games and accessories. Urbaitis's experience at Microsoft also featured senior positions in Xbox games marketing and product marketing. Earlier in the career, Urbaitis held several brand management roles at Procter & Gamble, managing significant brands within the Household Care portfolio and working on notable deodorant lines. Urbaitis began the professional journey as a Sales Engineer at GE Supply after earning a Bachelor of Science in Business Management from Purdue University Daniels School of Business.