Personnel Changes at Markwins Beauty

There have changes to the leadership at Markwins Beauty.
 
Evelyn Wang has been named new senior vice president of marketing for wet n wild. Previously, Wang held the position of VP of marketing forwet n wild and largely contributed to elevating the brand’s new product development strategy to more premium and on-trend innovations such as this year’s number one new launch in the nail category, wet n wild’s 1 Step WonderGel, and number one new accessories launch of a line of cruelty-free and vegan makeup brushes.
 
According to the company, the “swift and broad changes” she implemented resulted in the brand’s current accelerated double digit growth of +22% vs. YA (source Nielsen.) In her new role, Wang will continue to oversee all aspects of branding, product development, communications and market research.
 
Alice Chen, formerly director of marketing forPhysicians Formula, has been promoted to VP of marketing for Physicians Formula with a goal to further expand the brand’s footprint in new and existing markets starting with redesigning a focused branding strategy. Since joining the Physicians Formulateam in 2015, Chen has largely contributed to a new merchandising strategy that has seen a 30%+ growth in sales in a controlled study, a 15% increased promotional sell-in, and the successful launch of Physicians Formula’s 2016 brand campaign. Prior to joining the team, she held the position of director of marketing for wet n wild where she built the PR and digital departments and saw to the successful launches of many of wet n wild’s most iconic products.

Emily Huanghas been named vice president of marketing for Bonne Bell and Lip Smacker. Previously director of marketing for Bonne Bell and Lip Smacker, Huang played a key role in the expansion of Lip Smacker’s distribution in key retailers such as Walmart, Target, Rite Aid and also added new account distribution in specialty retail stores such as Kohl’s and Claire’s. In addition, she led the innovative collaboration with Disney Tsum Tsum, which is projected to reach more than $5 million in retail sales and sell more than 1.5 million pieces in 2016. In her new role, Emily will continue to build brand equity and awareness through consumer focus marketing programs for Lip Smacker and relaunch Bonne Bell with new brand positioning and product innovations.

In addition to the promotions, Anita Besharat has been hired as vice president of human resources. Besharat will be responsible for elevating the entire organization’s human resources function to recruit and retain world-class beauty employees as the industry’s employer of choice.
 
As part of the strategic plan to consolidate the company’s brand portfolio, Jane Gosal was also appointed director of visual merchandising where she will oversee the development of in-store displays for the entire Markwins Beauty Brands , and Michael Vu, currently director of trade marketing and analytics for wet n wild, Black Radiance, Bonne Bell and Lip Smacker, will add  Physicians Formula as well. Vu will lead all aspects of data analytics as well as inventory optimization to maximize retail sales and wholesale shipped. This simplified and streamlined management structure will create a more thoughtful hierarchy and succession plan.
 
“It is a top priority to restructure the Markwins leadership team in an ongoing effort to accelerate our growth trajectory. I recognize the dedication and hard work these employees have contributed to leverage our company and am excited to have these talented individuals as part of our organization,” said Bill George, president and COO of Markwins Beauty Brands.