J. Jill chief executive officer Linda Heasley has pumped up the senior squad at the women’s specialty retailer with two new hires.

Brian Beitler has been named executive vice president, chief marketing and brand development officer, and Shelley Liebsch has been named senior vice president and chief merchandising officer. They join J. Jill in September.

An official said the appointments represent new positions in the company.

“Shelley and Brian bring needed expertise in marketing and merchandising as we evolve and prepare the J. Jill Brand for its next level of growth. We are pleased that Linda is building an engaged and experienced team,” said J. Jill chairman Michael Rahamim.

Brian Beitler 

Beitler, who has over 20 years of experience in marketing, strategy and business development, was chairman of the board for the Global Retail Marketing Association. Earlier, he was executive vice president and chief marketing officer for Lane Bryant and Catherines, which are divisions of Ascena, as well as David’s Bridal, Inc. He has also held senior marketing roles at Kohl’s, Bath & Body Works, Toys “R” Us and Mattel.

Shelley Leibsch 

Liebsch, a 20-year industry veteran, is experienced in product development, assortment planning and financial management. She previously was senior vice president of merchandising and design at Destination Maternity, and also held senior merchandiser and buyer roles at Urban Outfitters, Victoria’s Secret, InStyle Magazine, and Bloomingdale’s.

J. Jill, known for its easy, relaxed styles without being fancy or edgy, operates 270 stores and conducts e-commerce. It has recently been showing gains in sales and profits. In the first quarter of this year, net sales reached $181.5 million versus $166.1 million in the year-ago quarter, and net income was $11.2 million versus $8 million in the year-ago quarter. Comparable sales increased by 2.3 percent.

The company last year generated almost $700 million in sales. Results for the second quarter will be posted Tuesday.