West Chester-based QVC found its new chief merchandising officer in Mara Sirhal, a veteran executive of Macy’s, Saks, and Bed Bath & Beyond, writes Jeff Blumenthal for the Philadelphia Business Journal.

She replaces Stacy Bowe, who was recently promoted to president of HSN, QVC’s sister company also owned by Qurate Retail.

Sirhal reports directly to QVC U.S. President Mike Fitzharris.

In her new position, Sirhal will develop and lead merchandising strategy across all QVC product categories, including home, fashion, beauty, electronics, and jewelry. She will work on aligning the merchandise with the Age of Possibility campaign, which is specifically targeted at QVC’s core demographic of women aged 50 and older.

The new CMO will also lead the buying, planning, and programming organization at QVC as well as its design development and global sourcing team which is in charge of overseeing new brands and products.

Sirhal most recently served as chief merchant and brand officer for Saks Off 5th.

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 Fitzharris.

Read more about Mara Sirhal, QVC’s new CMO, in the Philadelphia Business Journal.

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