By  on April 14, 2011

Betsy Olum has been named general manager, beauty and merchandising strategy for HSN, effective immediately.

“I’ve known Betsy since we embarked on our Sephora partnership, which was one of our first significant collaborative partnerships,” said Mindy Grossman, chief executive officer of HSN Inc. Olum was most recently senior vice president of marketing for Sephora, a role she held for 10 years.

In this newly created position, Olum will be responsible for developing and implementing merchandising strategies designed to maximize HSN’s beauty business.She will also work with HSN’s senior merchandising team to identify strategies to position HSN for accelerated growth.In addition, Olum will be charged with analyzing assortments, evaluating brand productivity and identifying hsn.com merchandising opportunities across all of the company’s divisions.

Olum’s appointment comes after two additional key hires for the company: Jill Braff, hired in February as executive vice president of digital commerce, and Mitch Hara, named senior vice president of corporate strategy-M&A in April for HSNi, HSN’s parent company. “We’ve been aggressive in expanding and elevating the talent pool, to position ourselves for continued growth,” said Grossman, noting that Olum has consulted for the brand since January. “When we made changes in the beauty leadership, I asked Betsy to come in as a strategic consultant to reimagine the structure and the portfolio across beauty, to benchmark what we are doing on everything from product assortment to digital penetration. We felt strongly that she would be such an asset for us, not just in beauty but also in overall merchandising strategy.”

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