NEW YORK — Sara Lee Branded Apparel has made several key appointments in its executive ranks involving its Sara Lee Hosiery, Hanes/Hanes Her Way and Sara Lee Apparel Europe units.
Howard Upchurch was named president of Sara Lee Hosiery. He was previously senior vice president of marketing for that division. Upchurch will oversee the unit’s marketing, sales, merchandising and design, reporting to Charles L. Nesbit Jr., president and chief executive officer of Sara Lee Intimate Apparel.
Upchurch joined Sara Lee Hosiery in 1987 as marketing manager for L’eggs and was promoted to marketing director before moving to the same position at Hanes hosiery in 1996.
John Ceneviva is now senior vice president of branding at Hanes/Hanes Her Way. Ceneviva, formerly senior vice president and general manager of sales and marketing at Sara Lee Sock Co., now handles the division’s strategy and execution of brand plans. He reports to Linda Woltz, president and ceo of Sara Lee Underwear.
In the past, Ceneviva held vice president of marketing positions for L’eggs at Sara Lee Hosiery and at Sara Lee Knit products.
Michael Flatow has become chief customer officer at Sara Lee Branded Apparel. He joined the company in 1986 as director of marketing at L’eggs and also served as president of Hanes Hosiery, president of L’eggs, and ceo of the Australian division of Sara Lee Personal Products. Most recently, he was president and ceo of Sara Lee Hosiery. In his new post, Flatow will handle the sales effort for Sara Lee’s domestic apparel business, including mass and department stores. Flatow reports to Cary D. McMillan, ceo of Sara Lee Branded Apparel.
Shashir Babu is now chief operating officer for global sourcing and Asian business development at Sara Lee Branded Apparel. Babu, formerly vice president of Sara Lee Intimate Apparel operations and supply-chain management, will be in charge of developing a global sourcing organization to ensure uniform quality across all categories, reporting to Gerald Evans, president and ceo of Sara Lee Activewear.
Before joining Sara Lee in 2001, Babu was executive vice president of strategic operations for Internet company Best Source.
Martha Dally became senior vice president of business development at Sara Lee Apparel Europe. She will develop sales and distribution opportunities for Sara Lee’s European apparel operations. Based in the U.K., she will report to McMillan. Dally joined Sara Lee Knit Products as sales representative in 1976. Most recently, she was executive vice president of customer business teams.
“As the business environment in which we participate continues to change, we are fortunate to have proven leaders who can move into critical new roles and strengthen our competitive competition,” McMillan said in a statement.
Also promoted to vice presidents were:
Sally Tomkins, global seamless research and development for intimate apparel.
Shannon McKeen, vice president of the Target team at Sara Lee Branded Apparel.
Grant Newmyer, chief financial officer at Sara Lee Direct.
Carol Davis, vice president, catalog at Sara Lee Direct.