From the Super Mario Wiki
“On my business card, I am a corporate president. In my mind, I am a game developer. But in my heart, I am a gamer.”
Satoru Iwata (岩田聡) is the fourth president of Nintendo, and the first Nintendo president not related to the previous presidents by blood or marriage. He has done a lot of work with the GameCube and is responsible for its success. He is also the executive producer of many games and a previous employee of HAL Laboratory. In April 2013, he replaced Tatsumi Kimishima as CEO of Nintendo of America.
He makes cameos in a number of Nintendo games, but the most notable appearances were in WarioWare, Inc.: Mega Microgame$!, where he appeared on Wario's TV, and in WarioWare: Smooth Moves, where he (under the name Shop Manager Iwata) was the owner of a video game store and sold 18-Volt a Game & Watch for 9-Volt, whenever the player wins a microgame in 9-Volt and 18-Volt's set, he is happy, if the player loses a microgame, he becomes slightly frustrated and a customer leaves the store (which are the life counters).