August 26, 2013, 10:33 AM

QVC promotes from within for a new digital leadership role

Alex Miller is now senior vice president of digital commerce.

Allison Enright

Editor

Lead Photo

Alex Miller

With web and mobile commerce generating greater amounts of revenue for QVC, the TV shopping channel has created a new digital leadership position. Alex Miller has become  senior vice president of digital commerce. QVC, a unit of Liberty Interactive Corp., No. 5 in the Internet Retailer 2013 Top 500 Guide, promoted Miller from his position as vice president of e-commerce, which he’d held since 2010.

Miller will develop customer experience strategy across all QVC digital platforms including e-commerce, social, mobile and tablets. The retailer credits Miller for leading the development and implementation of a new e-commerce platform. QVC operates on e-commerce software from IBM Corp., according to the Top 500 Guide. Miller has also been leading the launch of toGather, an online social shopping channel QVC expects to launch next month.

Web sales are steadily growing for QVC. U.S. e-commerce sales in the second quarter grew 10.4% year over year, totaling approximately $550 million and comprising 41.9% of all QVC revenue in the United States. Of the $550 million generated on QVC.com, 28.2%, or $155.1 million, came from orders placed by consumers using mobile devices.

"Alex's deep understanding of customer behavior and his analytical skills enable us to optimize the QVC shopping experience across our highly tailored mobile, tablet and interactive TV platforms and strengthen our multichannel offering," says Mary Campbell, senior vice president of multichannel platforms. Miller reports to Campbell.

Miller has worked at QVC since 2001.

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