In a memo to employees, Simon Schuster senior v-p of sales Gary Urda has outlined a new structure for the sales division that he said “will add a number of new positions to our selling efforts and leave us better positioned to accomplish our ambitious goals.”

In a change in SS’s national accounts channel, Paula Amendolara has been promoted to v-p, director of national accounts. In addition to Barnes Noble and AWBC/Books-A-Million, she will now assume responsibility for sales to SS’s mass market and airport accounts, as well as the key distributors that service them—Readerlink, Baker Taylor and Ingram. Urda said the reconfiguration of the national accounts channel “recognizes the still-substantial importance of brick-and-mortar retail.”

To head the independent retail sales unit, Urda has named Wendy Sheanin v-p, independent retail sales. In this newly created position, Sheanin will be responsible for managing SS’s field sales, telemarketing and telesales organizations that service the independent bookstore channel. Sheanin had been v-p and director of marketing for SS.

Urda has also hired Nicole Vines Verlin as v-p, special sales. Verlin had been at Sterling Publishing, where she was director, special sales, mass market and export sales.

In other changes, Eileen Gentillo has been promoted to v-p, director of sales operations, responsible for sales communications as well as managing and streamlining all of the company’s going-to-market efforts for both its wholly owned and distribution client publishers.

Reporting to Gentillo are Jisoo Leones, who has been promoted to manager, sales operations and client publisher services; Andrés Feliciano, promoted to coordinator, client publisher services; and Lis Kingren-Hawkins, moves over from children’s sales to sales operations coordinator.

Finally, Urda said the children’s sales group will add a new national account manager who will service AWBC/Books-A-Million. This person will, with Victor Iannone, call on Barnes Noble.