NEW YORK — The Alberto-Culver Co. has created a new global management structure and unit for its consumer brands business, a strategy that falls in line with the company’s commitment to globalization.

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The new unit, to be called Alberto-Culver Consumer Products Worldwide, will continue to operate from the firm’s headquarters in Melrose Park, Ill., and will replace Alberto-Culver’s North American and International divisions. Alberto-Culver Consumer Products Worldwide, a $2.49 billion company, will be headed by Carol Bernick, Alberto-Culver’s current president of the North American operation. She also remains a company director and vice chairman.

According to Wesley Davidson, vice president of Alberto-Culver’s corporate development and investor relations division, the company during the past three years has globalized its research and development, marketing, human resources and operations sectors.

“This management move is the next step,” he said.

Several new positions have been created to facilitate the new structure. James Marino has been named president of Alberto Personal Care Worldwide. Marino, most recently group vice president for the company’s North American hair care brands, will report to Bernick and will now be responsible for skin and hair care brands domestically and in more than 100 countries. In the U.S., Alberto-Culver makes and markets the Alberto VO5, St. Ives Swiss Formula and TRESemme beauty brands.

James Chickarello has been named president of Culver Business Units Worldwide. Chickarello, most recently group vice president for global operations, will also report to Bernick and will be responsible for the Pro-Line International ethnic hair care products unit; Culver Specialty Brands, its household and grocery branded business; European-based Indola Professional hair care business; and Cosmetics Laboratories of America, a custom manufacturing arm.

Andrew Langert, currently vice president finance for Alberto-Culver North America, has been promoted to the new post of senior vice president and chief financial officer for Alberto-Culver Consumer Products Worldwide. Langert reports to Bernick.

Richard Hynes, most recently group vice president, North America Personal Care, has also been promoted to the new position of senior vice president of Alberto Personal Care Worldwide, with responsibility for sales and customer marketing in the global personal care group. Hynes will report to Marino.

In a statement, Alberto-Culver president and chief executive officer Howard Bernick, who is Carol Bernick’s husband, said, “With large multinational retailers rapidly expanding into new markets, we believe this new structure will give us more unified communication, greater flexibility and faster response times in the execution of our strategies to build our brands and businesses around the world.

Davidson added, “We began several years ago to make the company more global, and like most companies, there are a lot of cost synergies [to be realized] from the reorganization.” Over the past two years, Alberto-Culver’s stock price has doubled, and closed Wednesday at $53.24, up $1.20 on the NYSE.

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