Shiseido is boosting management of its Greater China business as part of a new strategy to boost is presence and sales in the region.

Hong Kong-based Morgan Tan has been named as the senior VP of the Prestige Brands Division for the China region and will take up the new role on January 1.

In her new role, Morgan will drive the growth of the prestige brands business in the China region under the new regional headquarters system.

Morgan Tan has been with retail industry for more than 20 years, with experience in fashion, luxury and cosmetics. She started with Polo Ralph Lauren in Taipei before moving to Hong Kong in 2003 as the sales and operations director at Lane Crawford Hong Kong, gaining experience in leasing, merchandising and e-commerce. She was appointed president of Shiseido Hong Kong in 2015 and will retain that role along with her new one.

The appointment is a key part of Shiseido’s medium-to-long-term strategy, Vision 2020, in which the company aspires to “be a global winner with our heritage” by ensuring sustainable growth in the Chinese market.

Shiseido said in a statement that it will reinforce both the brand and corporate business structures in the China region “to enhance brand appeal to Chinese consumers and strengthen market execution”.

Kentaro Fujiwara, as president and CEO of China region, will oversee the strategic alliances with emerging e-commerce platform companies across the region

Newly hired Julie Chiang has been appointed chief marketing officer, overseeing Shiseido’s cosmetics brands and personal care brands.

Other new China region appointments are Anson Yu as CFO, Julia Li as chief people officer, and Zaheer Nooruddin as senior VP, digital experience division.