Bill George, president and chief operating officer of Markwins Beauty Brands, has started shaking things up in the company’s leadership ranks, promoting and hiring key talents.

The instant leadership shift follows the recent appointment of George as president and chief operating officer for all Markwins Beauty Brands. That change, made by chief executive officer Eric Chen in May, added Physicians Formula to George’s responsibilities.

As part of the new corporate structure, George has promoted key employees among Markwins’ brands.

These promotions include:

• Evelyn Wang as new senior vice president of marketing for Wet ‘n’ Wild. She previously held the position of vice president of marketing for Wet ‘n Wild where she is credited with elevating the brand’s new product development strategy to more premium and on-trend innovations, with the 1 Step WonderGel and an accessories launch of a line of cruelty-free and vegan makeup brushes. The swift and broad changes Wang implemented resulted in the brand’s growth rate of 22 percent versus a year ago, according to recent Nielsen data. In her new role, she will continue to oversee all aspects of branding, product development, communications and market research.

• Alice Chen, formerly director of marketing for Physicians Formula, has been promoted to vice president of marketing for Physicians Formula with a goal to expand the brand’s footprint in new and existing markets starting with redesigning a focused branding strategy. Since joining the Physicians Formula team in 2015, she has contributed to a new merchandising strategy that has seen a 30 percent growth in sales in a controlled study, a 15 percent increased promotional sell-in, and the successful launch of Physicians Formula’s brand campaign. Previously, she held the position of director of marketing for Wet ‘n’ Wild, where she built the public relations and digital departments and contributed to the successful launches of several Wet ‘n’ Wild products.

• Emily Huang as new vice president of marketing for Bonne Bell and Lip Smacker. Previously director of marketing for Bonne Bell and Lip Smacker, she played a key role in the expansion of Lip Smacker’s distribution in key retailers such as Wal-Mart Stores Inc., Target Corp. and Rite Aid and also added account distribution in specialty retail stores such as Kohl’s Corp. and Claire’s. In addition, Huang led the innovative collaboration with Disney Tsum Tsum, which is projected to reach more than $5 million in retail sales and sell more than 1.5 million pieces this year. In her new role, she will continue to build brand equity and awareness through consumer focus marketing programs for Lip Smacker and relaunch Bonne Bell with new brand positioning and product innovations.

In addition to promoting key employees, George has also hired Anita Besharat as vice president of human resources.

As part of the strategic plan to consolidate the company’s brand portfolio, Jane Gosal was appointed director of visual merchandising, where she will oversee the development of in-store displays for the entire Markwins Beauty Brands. Additionally, Michael Vu, director of trade marketing and analytics for Wet ‘n Wild, Black Radiance, Bonne Bell and Lip Smacker, will add Physicians Formula to responsibilities. Vu will lead all aspects of data analytics as well as inventory optimization to maximize retail and wholesale sales.

This simplified and streamlined management structure will create a more thoughtful hierarchy and succession plan, the company said.

“It is a top priority to restructure the Markwins leadership team in an ongoing effort to accelerate our growth trajectory,” George said. “I recognize the dedication and hard work these employees have contributed to leverage our company and am excited to have these talented individuals as part of our organization.”