HSN Looks to Entertainment Programming, Promotes Bill Brand
HSN is expanding the role of exec Bill Brand. The chief marketing officer at parent company HSNi now assumes the role of president of its flagship channel. Brand will retain his old title while leading the push to make the retail effort more similar to its entertainment-focused contemporaries.
“Eight years ago, Bill was the first person I hired to join the HSN team and has been one of my key partners in transforming HSN into the full network of experiences that it is today,” said HSNi CEO Mindy Grossman, to whom Brand will continue to report. “As we continue to innovate, collaborate and leverage the power of technology to create a compelling experience for consumers, Bill’s leadership, talent and unbridled passion will help ensure HSN remains the leading experiential retailer.”
Brand assumes the role of network president with a TV background that includes programming positions at both Lifetime and VH1. In his expanded role, he will assume responsibility of merchandising, programming, planning and spinoff net HSN2.
“HSN is uniquely positioned to transform the retail industry by creating new ways for consumers to experience and interact with their favorite brands through content and commerce across all platforms,” said Brand. “I am extremely gratified to lead a world-class team at HSN and continue to work with Mindy Grossman and our exceptional partners to develop inspiring events for our loyal television, online, social and mobile customers.”
As more and more commerce has headed online, so has HSN. Its active customer base now exceeds five million viewers, according to HSNi, and recent partnerships include Univision, AOL, Disney and Toyota.