Fils-Aimé had held previous sales and marketing executive roles at Procter & Gamble, Pizza Hut, Guinness, Derby Cycle, Panda Express, and VH1.

He subsequently became a Leader in Residence at Cornell University and later named to the board of directors for Brunswick Corporation, GameStop, and Spin Master.

[7] As part of his role at VH1, Fils-Aimé also laid out and implemented a marketing strategy for The Concert for New York City, which garnered more than $35 million for disaster relief following the September 11 attacks.

[9][10] Fils-Aimé had been recruited for the position, but during the interview period, he said that he had asked to see Satoru Iwata, the president of Nintendo, which was considered highly unusual but was granted.

At the time Fils-Aimé was hired in 2003, the video game industry was stagnant in major markets, and Nintendo's competitors Microsoft and Sony Computer Entertainment were looking to regain interest by building more powerful home consoles.

"[12] His presentation was considered aggressive, and at one point directly attacked the approaches that Microsoft and Sony were taking with handling of video game content on their consoles.

[13][14] His theatrical antics, flying in the face of Nintendo's long-standing conservative image, gained a cult following soon after, with many gamers calling him the "Regginator", a play on the character of the Terminator.

In interviews years after the 2004 event, Fils-Aimé said that his presentation was not his idea, but writing from the public relations department, and he himself had to be convinced to give the aggressive approach.

[12] Fils-Aimé is considered to be responsible for revamping Nintendo's public relations in North America, leading many fans and members of the press to dub his arrival the "Reggielution" (after "Revolution", the code name for the Wii).

Provide a new product that actually underperforms on an established industry metric for "progress," and substitute an alternative that typically is smaller, less expensive and easier to use.

[21] In other public press presentations for Nintendo, Fils-Aimé has been involved with skits with production support from Stoopid Buddy Stoodios, Mega64, and The Jim Henson Company.

He waited until he felt Nintendo of America was on solid footing for positive growth, which occurred by early 2019, to begin the process of retiring.

[28] His decision to retire was emboldened by the success of the Nintendo Switch, a hybrid game console the company released in 2017 which by the end of 2018 had already reached over 32 million sales.

"[30] Fils-Aimé announced he had been brought on as the first Leader in Residence at Cornell University's Charles H. Dyson School of Applied Economics and Management starting in October 2019.

[32] Through his positions at Cornell and through the New York Videogame Critics Circle, he wants to provide mentorship opportunities for youth and young adults as to encourage them to grow and become "leaders across a range of as many different disciplines as possible".

[32] Through the Residence program he plans to present his "Seven Principles for Next Generation Leaders" that he had learned over his career, and will work with the New York Videogame Critics Circle to help younger students in programs like the DreamYard Academy at William Howard Taft High School to show the students "the work that's done through the power of video games, using video games as the medium to teach critical thinking, to teach writing skills".

The podcast is aimed to raise charitable funds for the non-profit group to help mentor lower-income and under-served students in New York City impacted by the pandemic.

[37] Fils-Aimé was added to the board of directors at Brunswick Corporation on October 27, 2020,[38] and later authored a book titled Disrupting the Game: From the Bronx to the Top of Nintendo released in April 2022.