Alicia Valencia has been named senior vice president of beauty for HSN, effective July 6.

In her new role, Valencia will be charged with continuing to strengthen the retailer’s competitive positioning and growing the category, said Anne Martin-Vachon, chief merchandising officer for HSN, to whom Valencia will report.

Valencia is filling a role that was vacated when Betsy Olum, HSN’s general manager of beauty and merchandise strategy, who left in April 2013.

“The beauty business is a key driver of HSN’s growth and there is no one in the industry who is as capable and accomplished as Alicia to take it to the next level,” Martin-Vachon said. “She will have full responsibility for leading HSN’s innovation in beauty merchandising, product development, planning and programming strategies to enhance HSN Beauty in today’s boundaryless retail sales environment.”

Valencia, a 30-year veteran of the beauty industry, joins HSN from the Estée Lauder Cos. Inc., where she was most recently vice president and general manager, North America, for Bobbi Brown. Valencia, who spent 20 years at Lauder,  previously spent 10 years with retailer Federated/Allied Stores.

Valencia said, “I am looking forward to building on the category success HSN has achieved across its multiple channels.”

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