The Estée Lauder Companies Inc., is re-grouping. According to the company, it will provide increased focus on the core strengths of each of its individual brands, while continuing to leverage the talent across the entire group. It will also enable the brands to better support and align their respective strategies as well as corporate priorities.

The changes include newly created positions that support the corporation’s focus on becoming more consumer-centric, communicating with the consumer in a more relevant manner and ensuring that its approach is aligned with strategic priorities. To support these changes, the following key appointments have been made:

Annemarie Iverson has joined Bobbi Brown in the newly created role of senior vice president, creative brand development. In this newly created position, she will be responsible for the development and execution of all branding and creative concepts to ensure a strategic and cohesive brand message, image and philosophy aligning with the brand strategy. Iverson will have direct oversight of all creative areas including Product Development, Design, Visual Merchandising, Store Design, Digital Media and Global Artistry and Education.

Alicia Sontag is appointed to the newly created position of vice president, global marketing, Bobbi Brown. In this role, she will have responsibility for the Product Marketing, Consumer Marketing and Strategic Development for the brand.

Sandra Main is appointed to the newly created position of global general manager, La Mer and will have the overall responsibility of driving the La Mer business, achieving market-share, growth and profitability targets, in addition to crafting and executing strategy for the brand.She will have responsibility for all creative and business functions within the La Mer brand. In addition to these new responsibilities Main will retain her role as senior vice president, general manager, Bobbi Brown International.

In spring 2009, the Bobbi Brown, La Mer and Jo Malone brands were tri-branded within select functions in order to leverage shared talent, economies of scale and increase efficiencies and effectiveness.