Steve Madden has appointed Amelia Newton Varela as president, and Karla Frieders as chief merchandising officer, a newly-created position. Both are longtime employees of the New York-based fashion-footwear company. Newton Varela has worked at Steve Madden for more than 17 years in various roles, most recently as executive vice-president of wholesale. Frieders, who was most recently Steve Madden's executive vice-president of product development, has been with the company in various roles for more than 16 years.