Fabrizio Freda, the new CEO of The Estee Lauder Companies Inc. and once head of the company’s e-commerce operation, is wasting little time streamlining operations. Dennis McEniry, president of ELC Online, which incorporates Estee Lauder’s 10 e-commerce sites, is now a direct report to Freda.

Freda on April 29 also reorganized Estee Lauder into four major business units and appointed a senior executive to oversee each group. John Dempsey, group president of Estee Lauder, M-A-C, Tom Ford and the Prescriptives brands, will now also oversee the specialty brands group of Bobbi Brown, La Mer and Jo Malone. Lynne Greene, the global president of Clinique, is now also in charge of the Origins and Ojon brands.

Freda, who took over as the CEO of Estee Lauder, No. 352 in the Internet Retailer Top 500 Guide, on March 26, also named Veronique Gabai-Pinsky, who currently oversees the Aramis and designer fragrances, as the global brand president of Aramis Designer Fragrances, BeautyBank and IdeaBank, the company`s entrepreneurial think tank. Dominique Conseil, who is currently the president of the Aveda brand, will become the global brand president of the Aveda, salon and pharmacy sales channels.