By Marta Falconi 

ZURICH-- Novartis AG is promoting a veteran manager to run its Alcon eye-care division, a key move as the pharmaceutical giant re-evaluates its sprawling portfolio of operations.

On Wednesday, Basel-based Novartis named Jeff George, who currently runs Novartis's Sandoz generics business, to head Alcon, the company's second-biggest division by revenue. Mr. George, who has worked in several positions at Novartis since 2007, will succeed Kevin Buehler from May 1. Mr. Buehler is retiring.

Novartis also said it had hired Richard Francis, a 13-year veteran of Biogen Idec Inc., a biotechnology company based in Cambridge, Mass., to run Sandoz.

The management changes come as Novartis conducts a top-to-bottom review of its businesses that is expected to be completed by the end of the year. The company is considering selling or partnering its three smaller units--vaccines, over-the-counter treatments and animal health products.

Novartis has already sold the bulk of its diagnostics business, the unit which Mr. George initially joined, to Spain's Grifols SA in a $1.68 billion deal that was announced in November.

Odile Rundquist, a health care analyst at Helvea, applauded the moves, saying the executives were seasoned managers capable of steering the two important franchises.

The appointments put "two strong leaders at the helm of two core Novartis businesses," Ms. Rundquist wrote in a note.

Alcon, which makes everything from contact lenses to ophthalmic surgical products, is one of three Novartis divisions that make up the bulk of the company's revenue. Each generates sales of at least $10 billion a year and is ranked No. 1 or 2 in its respective fields.

Last year, Alcon generated $10.5 billion in sales, or 18% of the company's total sales. Sandoz added another $9.16 billion, about 16%.

Pharmaceuticals, which include the company's big Diovan hypertension drug and leukemia treatment Gleevec, generated about $32 billion, or around 56% of the company's $57.9 billion in total revenue.

Between 2009 and 2013, Mr. George boosted sales at Sandoz by 22.6%. By contrast, the company's overall revenue grew at 30.8% during the period.

Write to Marta Falconi at marta.falconi@wsj.com

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