April 14, 2011, 4:57 PM

HSN hires a former Sephora executive to head up beauty merchandising

Betsy Olum began working this year for HSN as a consultant.

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Betsy Olum

Multichannel retailer HSN today said it has hired Betsy Olum as general manager of beauty and merchandising strategy, a new position. She reports to Lynne Ronon, executive vice president of merchandising for HSN, which is No. 25 in the Internet Retailer Top 500 Guide.

Olum has worked as an HSN consultant since January, supervising the TV and web retailer’s assessment of its beauty business. She spent 10 years at Sephora, a beauty supplies retailer and No. 112 in the Top 500 Guide, as vice president of marketing. Previously, she was general manager, North America, for Escada Beauty. She’s also worked in marketing for Avon Products Inc., No. 30 in the Top 500 Guide.

At HSN, Olum will evaluate brand productivity and identify HSN.com merchandising opportunities for all company divisions.  

“Betsy's appointment underscores our commitment to expanding our beauty portfolio with unique brands and products as well as maximizing our assortments and products across all of our categories and driving their expansion,” says Mindy Grossman, CEO of HSN.

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