Qurate Overhauls Exec Team To Enhance QVC, HSN Brand Experience

QVC, HSN, RangeMe, Qurate
Photo: QVC
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QVC and HSN parent company Qurate Retail has made changes to key leadership positions in an effort to accelerate its video commerce efforts while further differentiating the “brand experience” across its two shopping channels and related digital properties. 

Mike Fitzharris has been named president, QVC US; Rob Muller has been named president, HSN; and 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.  

According to the company, the appointments create separate operating models for QVC US and HSN and include enhancements to each brand’s individual digital and merchandising capabilities. The three executives report to David L. Rawlinson II, president and CEO of Qurate.

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“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 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.”

QVC US – Mike Fitzharris

In his new role, Fitzharris is responsible for driving growth, innovation and team member engagement for this vCommerce business. He most recently served as chief commercial officer for QVC US and HSN, with responsibility for merchandising, planning and programming, and operations (including fulfillment and customer service and experience) for both brands. 

Fitzharris has served in a variety of senior leadership roles at QVC International and HSN over the past 10 years. From December 2015 to December 2017, Fitzharris served as CEO, representative director, and chairman for QVC Japan, QVC, Inc.’s largest international market. 

HSN – Rob Muller

In his new role, Muller is responsible for driving growth, innovation and team member engagement for this vCommerce brand. Muller previously served as SVP, Global Strategy and Business Development for QVC and HSN, with responsibility for accelerating and scaling strategies to bring live and on-demand video shopping experiences to customers across devices and technologies, while promoting daily digital discovery and creating seamless experiences across customer touchpoints worldwide. Across his 20-year career with Qurate Retail Group, Muller has served in a variety of senior leadership roles. 

Accelerating Streaming Innovation – Mary Campbell

As president of the new business unit, Campbell is responsible for accelerating efforts in streaming and other digital live video commerce initiatives. This unit will be a source of innovation and a catalyst for growth. Campbell and her team will be accountable for growing digital revenues, separate from QVC’s and HSN’s traditional multiplatform experiences.

This new business unit will include key elements of the advantaged vCommerce ecosystem that QVC and HSN have built across newer digital platforms and devices – most notably, QVC and HSN’s interactive streaming shopping service on Roku, Comcast X1 and Xfinity Flex, Amazon Fire TV, LG, Apple TV, Android TV, Google Play Store and Google TV. This app offers six linear channels, VOD, and original programming designed for streaming. The app has been downloaded more than 7 million times on Roku, where the app has consistently been in the top 30 free movies and TV apps. 

The new business unit will also house all other innovation efforts around live streaming services and new platforms, along with dedicated marketing, business development, customer experience and merchandising resources to accelerate Qurate Retail Group’s growth and ownership of digital live streaming shopping.

Campbell previously served as chief content, digital and platforms officer, QVC US and HSN, with responsibility for platform distribution, content, and digital and broadcast platforms for the two businesses.