She joins Universal after 10 years at Nintendo UK, where she was involved in the launches of the Wii, Nintendo DS and 3DS.
Paine said: ‘After an incredible, transformative 10 years at Nintendo, the time is now right for me to throw myself into an exciting new adventure.’
Her move comes after the gaming giant struggled to fill its vacant head of UK comms role following the departure of Robert Saunders to Apple in April 2011. It finally hired Jo Bartlett from its UK PR agency Good Relations in December.
Ian Foster, Universal regional MD, UK & Latin America, said: ‘We are very pleased to welcome Dawn aboard. Her track record makes her an ideal choice for this position.’