Qurate Retail Group has appointed Mara Sirhal chief merchandising officer for QVC U.S., the company’s largest business unit.
Before moving to QVC, Sirhal (pictured above) was chief merchant and brand officer for Saks Off 5th, for which she led the merchandising, planning, brand marketing and creative operations. Prior to that, Sirhal held leadership roles with Bed Bath & Beyond and Macy’s. Stacy Bowe previously held the QVC U.S. chief merchant title until she was appointed president of Qurate’s HSN business unit in February.
As chief merchandising officer, Sirhal will develop and lead QVC’s merchandising strategy across all product categories including home, fashion, beauty, electronics and jewelry, Qurate noted. She will align merchandising strategy with QVC’s Age of Possibility marketing campaign, designed to target and engage its core shopper demographic of women ages 50 and over. In addition, Sirhal will oversee QVC’s Buying, Planning & Programming organization, and she will lead QVC’s Design Development & Global Sourcing (DDGS) team. DDGS is an in-house capability developed by the company to source new brands, products and concepts in apparel, accessories, outerwear and home décor.
“Mara (Sirhal) brings a unique blend of merchandising, brand and omnichannel leadership that will be critical as we continue to strengthen the QVC business through our Age of Possibility campaign,” said Mike Fitzharris, president, QVC U.S. “As we execute on our strategic priorities and further differentiate QVC in the marketplace with our core demographic, we look forward to Mara’s customer-centricity, brand-building acumen and transformational leadership.”
