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Jonathan Bernstein to president, Swatch USA, Weehawken, N.J., from exec VP.

Dick Macedo to VP-marketing, Kia Motors America, Irvine, Calif., a new position, from executive director-marketing.

John Harris to VP-marketing, Uniden America Corp., Fort Worth, Texas, from VP-sales and marketing, AVS Technologies, Montreal. He succeeds Tony Mira-belli, now VP-marketing, Cobra Electronics Corp., Chicago.

John Ellett to VP-worldwide marketing, direct Macintosh systems seller Power Computing Corp., Round Rock, Texas, a new post, from acting VP-group director of marketing, Dell Computer Corp., Austin, Texas.

Dana Jones to VP-creative director, McDougall Associates, Peabody, Mass., from a freelance copywriter. He succeeds Bob Conte, now a consultant affiliated with McDougall.

Wally Petersen to senior VP, Leo Burnett USA, Chicago, a new position, from director of public relations and internal communications. Also: Joseph A. Silberman adds the title VP to that of associate director of public relations.

Peter Feinstein to chairman-CEO, Feinstein Kean & Partners, Cambridge, Mass., a new position, from president. Also: Pat Jones to partner, from senior VP-marketing communications.

Greg Gallagher to VP-account services, Dickinson Direct, Braintree, Mass., a new position, from president, Gallagher Advertising, Boston.

Paul J. Lustig, senior VP-corporate strategy and CEO, Sara Lee Personal Products/Pacific Rim, adds responsibility for four U.S.-based personal products businesses: Sara Lee Hosiery, Sara Lee Direct, Sara Lee Sock Co. and Sara Lee's Just My Size intimate apparel, hosiery and casual wear.

Robert C. Frostholm to VP-sales and marketing, Seeq Technology, Fremont, Calif., from director-product sales, Philips Semiconductors.

Alison Tocci to advertising director, Time Out New York, from publisher, Brooklyn Bridge.

Jason Haikara to VP-on-air planning and marketing administration, Fox

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