Sega of America has appointed Joseph Culley as vice president of marketing. Culley will help steer marketing, advertising and promotional campaigns for Sega Dreamcast and SegaNet. A brand-building veteran with most recently Levi Strauss & Co, Culley has 14 years experience in consumer marketing, business development and brand positioning. As vice president of marketing, Culley will oversee Sega's brand strategy and marketing programs, including positioning, advertising, corporate identity and channel marketing. Peter Moore, who was recently promoted to president and chief operating officer, previously held the position. "As we prepare to launch the world's first on-line gaming network and ISP, it is imperative that we have professionals with vast experience in brand building to help market Sega's name to a new audience of online console gamers," said Chris Gilbert, executive vice president, Sega of America. "Joe has an incredible track record in business development and brand building and will prove to be an invaluable asset as Sega focuses on a new demographic while maintaining the same marketing momentum geared towards our traditional hard core gamers."