Byline: Pete Born

NEW YORK--As a continuation of its drive to increase efficiencies and bolster profitability, Elizabeth Arden Co. has consolidated its Western Hemisphere businesses in a move that has left two top executives without jobs.
Paul Masturzo was executive vice president and general manager of Arden's U.S. division, and Bryan Janney held a similar title as the head of the Parfums International Ltd. division. The divisions were the two halves of Elizabeth Arden's U.S. company.
Both men reported to the Arden president, but now their jobs have been combined into one, and they have left the company.
The business side of the U.S. company, encompassing both Arden and Parfums International, will now be run by Victor A. Gaudet, who was senior vice president of sales at Chesebrough-Pond's USA. Gaudet's title will be executive vice president, the Americas. He will be responsible for sales, in-store marketing, media advertising, sales administration and finance.
The reorganization indicates a tightening of the reporting structure between New York and Arden's operating units in the rest of the hemisphere. Businesses in South America, the Caribbean and Canada once reported to Arden's president. Now they will talk to Gaudet.
Those reporting to Gaudet will include Ramon Vita, who is based in Puerto Rico as vice president of the Americas. He is in charge of the Caribbean and South America.
Gaudet's appointment and the reorganization both take effect Sept. 6, according to an Arden spokeswoman.
Gaudet will report to Kim Delsing, who took over as Arden's new president and chief executive officer this week. Joseph X. Spellman, who continues to head Arden's creative side as executive vice president of creative services and marketing development, also will report to Delsing.
She succeeded Robert M. Phillips, who on Aug. 1 became worldwide director of the personal products businesses of the Anglo-Dutch Unilever, which owns Arden, as well as Chesebrough and Calvin Klein Cosmetics, which Delsing previously headed.
According to Arden executives, the reorganization was in the works for months, prior to Delsing's appointment. It also is a continuation of the globalization drive that was kicked off by Phillips in the fall of 1992, when he moved Arden's non-Western Hemisphere business headquarters from New York to Geneva, Switzerland.
Arden's global sales have been estimated at $1 billion.
None of the Arden executives, including Phillips, could be reached for comment, but sources familiar with the reorganization say that Gaudet was chosen for his knowledge of the electronic inventory management and fulfillment systems of mass market retailers. Arden executives believe that those systems will soon be prevalent in department stores, and Gaudet's expertise will be needed.
"He is really smart," said one executive, who stressed that Arden has no intention of abandoning the prestige market. "He is going to bring to the business an incredible competitive edge."
Along with boosting profitability, improving customer service is also a chief priority, according to sources.
Gaudet has been with Chesebrough since 1973, when he joined the company as district sales manager and moved through a progression of sales posts.
Masturzo was with Arden for five years, and Janney had been with the company since 1976. Neither man could be reached for comment.

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