Women rising in the ranks at Markwins Beauty Brands

By Deanna Utroske contact

- Last updated on GMT

Women rising in the ranks at Markwins Beauty Brands

Related tags: Brand, Brand management

The private cosmetics company owns popular labels such as wet n wild, Black Radiance, Bonne Bell, Lip Smacker, and Physicians Formula; and now, in a move to restructure Markwins’ leadership, in-house promotions are being announced.   

As is par for the course, Markwins Beauty Brands is looking to grow. And, it’s in line with that strategy that the company’s president Bill George has announced new leadership. The press release concerning recent promotions affirms that “the restructure of Markwin’s leadership team in an ongoing effort to accelerate the company’s growth trajectory.”

Promotional climate

Markwins got its start in the mid-1980s and boasts triple-digit growth between 2005 and 2015.

The current strategy centers on restructuring company leadership from within. “I recognize the dedication and hard work these employees have contributed to leverage our company,” ​George says in a recent statement to the press about in-house promotions, “and am excited to have these talented individuals as part of our organization.”​ 

Jane Gosal is the company’s new director of visual merchandise. She’s now in charge of company merchandising efforts, overseeing the design and implementation of in-store visuals for all the Markwins brands.

Michael Vu remains in his role as the company’s director of trade marketing and analytics, adding the Physicians Formula brand to the portfolio he works with, as part of this restructuring.

Madame VP

Four women in the company have stepped in to vice president roles as part of the new leadership initiative.

Evelyn Wang has accepted the title of senior vice president of marketing for the company’s wet n wild brand and will be responsible for branding, product development, communications, and market research. In her previous marketing role for that brand, Wang was a key part of the team that launched the notable 1 Step WonderGel nail product as well as synthetic makeup brushes.

Alice Chen takes on a new job with Markwins as VP of marketing for the Physicians Formula brand, “with a goal to further expand the brand’s footprint in new and existing markets starting with redesigning a focused branding strategy,” ​according to the release. Chen has worked with the company’s wet n wild brand in the past, and most recently been a part of the Physicians Formula 2016 brand launch.

Emily Huang has stepped up to take on the responsibility that comes with the title of VP of marketing for both the Lip Smaker and Bonnie Bell brands. Her earlier work with the company includes distribution deals with at-mass retailers such as Wal-Mart, Target, and Rite Aid as well as specialty stores like Claire’s and Kohl’s, and a branded partnership with Disney.

Anita Besharat is a recent new hire for the company. She comes in at the VP level as well, joining the human resources team, and is charged with “elevating the entire organization’s human resources function to recruit and retain world-class beauty employees as the industry’s employer of choice,” ​explains the company release.

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