Qurate Retail, Inc., the parent of QVC and HSN, announced new executive leadership appointments for Qurate Retail Group to accelerate its leadership in video commerce, drive operation improvement, and differentiate its brand experiences across core vCommerce brands in the U.S.— QVC and HSN.

“QVC and HSN are storied brands and are in positions of strength to lead the evolution and proliferation of vCommerce in the U.S.,” said President and CEO David L. Rawlinson. “This change places our best leaders in positions to execute and accelerate our turnaround efforts. We will be focused and agile as we deliver engaging ways to shop for our customers and other important outcomes for our stakeholders. I am confident that our teams for our flagship QVC U.S. and HSN businesses, along with our shared services teams, will be able to drive innovation and return these brands to growth over time.”

These appointments create separate operating models for QVC U.S. and HSN and enhance to each brand’s digital and merchandising capabilities. The following appointments are effective immediately reporting to Rawlinson.

  • Mike Fitzharris has been named president QVC U.S.; in FY 2021
  • Rob Muller has been named president HSN
  • Mary Campbell has been named President of a new business unit created to accelerate Qurate Retail Group’s efforts in streaming and other live video commerce initiatives.

The new structure is designed to strengthen brand differentiation between QVC and HSN by giving each brand direct control over its merchandising, planning and programming, brand marketing, broadcast, and e-commerce.

“This new operating structure will help us better leverage the core strengths of each brand, most notably the large, engaged and highly loyal customer base at each brand,” said Rawlinson. “We built both QVC and HSN on the power of live vCommerce experiences, storytelling and curation which demand highly specific capabilities that other players in retail, e-commerce and media are just starting to develop. That said, we need to move at speed to stay competitive and relevant in this highly dynamic time for retail. Giving each brand more autonomy allows each team to stay on the pulse of its discrete customer base and better anticipate how to evolve to serve them. Further, our new structure will allow our seasoned leadership team to transform, unlock value, and bring these businesses to their full potential.”