UNIVERSAL CITY, CA - APRIL 19:  Atmosphere of the new Sephora Universal City Walk store on April 19, 2018 in Universal City, California.  (Photo by Charley Gallay/Getty Images for Sephora )

Sephora USA has unveiled a slew of promotions under new chief executive officer Jean-André Rougeot.

The company has promoted several existing employees into new roles, and created a handful of positions designed to engage customers. The changes take effect Oct. 14.

Satish Malhotra will become chief retail and operating officer; Amy Eschliman will become senior vice president of client engagement; Allegra Stanley is being promoted to vice president and general manager of loyalty; Bridget Dolan will become senior vice president of new ventures; Kim Stromberg will become vice president and general manager for e-commerce, and Jeff Schryver has been named vice president of business analytics and insights.

Rougeot said in a statement that he anticipates the roles helping to take Sephora into the next stage of growth. “These optimizations include career growth opportunities for several of our talented internal leaders, and will best enable us to maintain our omni-mind-set and continue our relentless focus on the client,” he said.

Malhotra has been with Sephora for 20 years, most recently as chief operating officer. In the retail and operating role, he will add stores, retail ops and store experience to his role.

In her new role, Eschliman will be responsible for the “holistic client engagement roadmap,” according to Sephora. She’ll be overseeing loyalty, promotions, credit cards, client relationship management, retention marketing and digital marketing and media. Reporting to Eschliman is Stanley, who will assume additional responsibility for Sephora’s credit card program.

As senior vice president of new ventures, Dolan will continue to “explore future business opportunities.” She will report to Rougeot.

In e-commerce, Stromberg’s new role adds increased responsibilities — including site experience, client services, digital partnership and Sephora Canada’s web site — to her plate. She will also report to Rougeot.

Schryver’s team will focus on business performance and market evolution.

This is the first big round of employee shifts since Rougeot took the helm of the LVMH-owned retailer‘s U.S. subsidiary. His appointment was revealed in January, following the departure of Calvin McDonald, who left to run Lululemon Athletica.

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