February 23, 2009, 12:00 AM

HSN promotes exec to oversee marketing and business development

Bill Brand, HSN’s programming chief since 2006, will now also head marketing and business development for the TV and Internet retailer.

Bill Brand, HSN Inc.’s programming chief since 2006, will now also head marketing and business development for the TV and Internet retailer. He reports to CEO Mindy Grossman.

"Bill has been an integral member of HSN`s senior leadership team since joining the company in 2006 and has been a key contributor to our growth through initiatives such as our fixed programming lineup, which has driven viewership, and the creation of our off-network programming strategy, which will generate new revenue streams for the company in the future,” Grossman says. “His keen appreciation for the power of the HSN brand combined with his expertise in connecting with consumers, make him the ideal person under whom to align these key strategic functions.”

Brand follows as head of marketing Willam J. Lynch Jr., who left HSN last month to head up the BarnesandNoble.com e-commerce division at bookseller Barnes & Noble Inc. As manager of HSN’s marketing team, Brand’s responsibilities now include brand management, customer relations, strategic marketing alliances and public relations. Lynch also served as head of the retail site HSN.com, but HSN has not yet appointed someone to succeed Lynch in that position, a spokeswoman says.

Brand joined HSN in 2006 as senior vice president of programming and in 2008 took on management of Advanced Services, the unit responsible for developing new distribution services for HSN, including Shop by Remote, broadband applications and video-on-demand.

As head of programming, Brand has identified new programming concepts around merchandising events, including collaboration with partners off the HSN TV network. Last year, for example, Brand developed a new initiative with movie production house Telepictures Inc. and Warner Brothers Entertainment Group’s Extra!, a provider of online content related to TV and movie stars, to showcase online videos on web pages that feature Buy buttons of products featured in the videos.

"A critical component of HSN`s development has been our ability to articulate and deliver a unique brand identity that differentiates the HSN experience for our customers,” Brand says. “How we market ourselves, what we program, and our ability to reach consumers on every available platform will be key to shaping HSN`s future, and the prospect of leading this combination of functions, which are critical to HSN`s continued growth, is an exciting opportunity."

HSN is No. 25 in the Internet Retailer Top 500 Guide.

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