Swimwear Maker Sirena Names New Chief Executive

* Brian Zientek has been named chief executive of Sirena Apparel Group Inc., a Los Angeles-based swimwear maker. In 1987, Zientek was part of a venture capital group that purchased the assets of Daffy Swimwear, which was later renamed Beach Patrol. Sirena has a license from Liz Claiborne Inc. to use the Liz Claiborne trademark.

* East West Bancorp, the San Marino-based parent of East West Bank, has appointed Ed von Leffern as vice president, international banking officer. He will be responsible for a number of new initiatives, including an expanded international and domestic correspondent banking system and specialized third-party depository services. East West Bank, a community bank with 29 branches, caters to the Chinese-American community and other niche markets.

* Dave Simonson has been named president of Albertson’s Southern California region and will oversee 311 drugstores and supermarkets in Southern California and Las Vegas. Simonson most recently served as Albertson’s executive vice president of operations, based at the chain’s headquarters in Boise, Idaho.

Simonson has held a variety of operating positions within Albertson’s former Southern California division, including district sales manager, director of operations and vice president of operations preceding the merger with American Stores Co., which owned Lucky supermarkets.

* ICall, a Los Angeles-based provider of Internet-based specialty international long-distance services, announced members of a new executive team. Co-founder Anthony Fischler has been named president; co-founder Kevin Nethercott, executive vice president; Ron Evans, chief operating officer; Joseph Saleh, vice president of engineering; William Mulgrew, vice president of business development; and John Mackel, vice president and general counsel.