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Fred Reffsin, 39, to president, Heuer Time & Electronics, Springfield, N.J., the U.S. subsidiary of sports watch marketer TAG Heuer, from exec VP-general manager.

Tom Sharbaugh, 51, to president, Leap Partnership, Chicago, from VP-marketing services and VP-strategic marketing and advertising, Sears, Roebuck & Co.

Mark D. Ketchum, 46, to group VP-president of paper products, North America, Procter & Gamble Co., Cincinnati, from VP-general manager of tissue and paper towels. He succeeds Bruce L. By-rnes, 47, now group VP-president of healthcare products, succeeding Thomas A. Moore, 45, who left.

Sam Huey to publisher, International Data Group's PC World, San Francisco, from, most recently, publishing director, PC Computing. Rich Marino, gives up the publisher title, while retaining the title president-chief operating officer of parent PC World Communications.

Robert Riccardi adds the title partner, Goodby, Silverstein & Partners, San Francisco, to that of account director.

John Savey to group senior VP, Whiteco Outdoor Advertising, Merrillville, Ind., a new post, from Florida region VP-general manager.

Neil Kraft to senior VP-creative director, Carlson & Partners, New York, from a consultant.

David Roman to VP-corporate advertising and brand marketing, Apple Computer, Cupertino, Calif., a new post, from director of marketing services, Apple Europe, Paris.

Lyn Wethy to VP-associate media director, BBDO Worldwide, Southfield, Mich., from associate media director.

Susan M. Crusoe to VP-marketing, Factory Stores of America, Smithfield, N.C., from director of marketing, General Growth Management Co.

Taran Swan to VP-channel development, Nickelodeon International, New York, a new post, from director-channel development, Nickelodeon.

Christopher P. Willcox, 49, to editor in chief, Reader's Digest Association, New York, from executive editor. He succeeds Ken Tomlinson, 51, who left.

Patrick W. Harrington to creative director, D'Arcy, Masius Benton & Bowles, St. Louis, from associate creative director.

Raeanne Hytone and Lisa Howard to senior art directors, Cramer-Krasselt, Chicago, from a free-lancer and art director, J. Walter Thompson USA, respectively. Also: Julie Swain to account supervisor from a similar title at David Cravit & Associates; and David Kissel to account supervisor from director of marketing, McRand International.

Kate Andrews to account supervisor, DDB Needham Worldwide, Chicago, a new post, from account exec.

Judy Little, 40, to art director, W.B. Doner & Co., Southfield, Mich., from senior art director, Rick Johnson & Co., Albuquerque, N.M.

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