NEW YORK — Sandy Cataldo, the former president of the Jane Cosmetics division of The Estée Lauder Cos., has accepted the position of executive vice president, chief financial officer for Bath & Body Works. Cataldo will assume the newly created role after Labor Day and be based in Columbus, Ohio, a Limited Brands spokeswoman said.

Cataldo departed Jane in July after overseeing the struggling youth brand for just over a year. Prior to that, Cataldo was senior vice president, marketing for Estée Lauder. She also logged time at Avon, Revlon and Clinique.

One of her first actions at Jane was to visit mass market retailers to help develop a voice for Jane. Despite efforts to reinvigorate Jane, the brand’s sales continue to slide. According to Information Resources Inc., Jane had retail sales of $23 million for the year ended July 14, down 27 percent from last year. However, that figure does not include sales at Wal-Mart, which could represent 20 to 30 percent of the brand’s sales. Company officials sited the transformation from in-store uncarded products to a carded program as one reason for decreased volume. Although Jane, launched in 1984, was one of the pioneers in marketing to youthful consumers, the brand faces stiff competition from other manufacturers angling for teens.

Last week, Jane named Todd C. First, an original member of the Jane Cosmetics management team, to the title of general manager of Jane. First was previously vice president of sales. He reports to Dan Brestle, group president for The Estée Lauder Cos.

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