QVC Gets New Affiliate Sales Chief: He’s The Dude That Gets The Home Shopping Net On Your TV Set

As Jack Nicholson said in “The Shining,” we’re back….

We missed you guys, but an inexplicable problem with WordPress kept us off the air, so to speak, for a fews days.

We got back on track just in time to see that QVC has once again failed to send us an important press release. The channel’s longtime head of affiliate sales is retiring and is being succeeded by a young whippersnapper.

We covered the cable industry for almost two decades, so we can clue you in that affiliate sales is one of the most important gigs at a cable network — and these executives are often among the highest-paid at a network.

In the case of QVC, senior vice president of affiliate sales and marketing Al Ulozas was the exec who would meet with cable companies, like a Comcast, or a satellite company, like DirecTV or Dish, and negotiates deals to get these distributors to carry the home shopping channel.

Getting a good channel position (a low one) for a network like QVC, for example, is crucial in terms of trying to get people to watch it.

Well Ulozas, who has been with QVC for 23 years, is retiring next month. He will be replaced by Dave Apostolic, who currently is vice president of affiliate sales and marketing.

QVC has promoted Andy Celllucci to vice president of affiliate marketing to fill Apostolico’s slot.

“During his more than 23 years with the company, Ulozas was an integral part of formulating nearly every incentive used to increase QVC’s channel distribution,” QVC said in its press release.

“He began his QVC career in 1987 as regional account manager of affiliate relations and over the next 12 years, his career quickly progressed, holding roles of increasing responsibility,” it said.

“In 1999, Ulozas was promoted to senior vice president of affiliate sales and marketing where he oversaw the overall strengthening of strategic relationships with the company‟s distributors throughout the United States,” the release said.

“As a result of his efforts, he helped increase QVC’s program distribution – with the ultimate goal of making QVC available in every household in the United States.”

Apostolico will report to Angie Simmons, QVC’s executive vice president of multichannel platforms.

In this position, Apostolico “will further the team’s efforts to increase QVC‟s program distribution throughout the country by strengthening relationships with key affiliates,”

He will also be responsible for developing strategic affiliate and trade marketing activities and negotiating carriage and preferable channel positions for the cable retailer.

Apostolico most recently served as the vice president of affiliate sales and marketing for QVC where he was responsible for overseeing contract negotiations, strategizing QVC’s digital plans and new carriage opportunities, and directing the activities of a nationwide account management team.

Joining QVC in 1996 as associate counsel and later promoted to senior counsel in the QVC legal department, Apostolico worked on a number of transactions and negotiations, including the company’s distribution centers in Rocky Mount, N.C., and Florence, S.C.

Apostolico earned his bachelor’ degree in business administration from the University of Delaware, Newark, Del. and his law degree from the University of North Carolina, Chapel Hill, N.C.

Cellucci will report to Apostolico. In this position, Cellucci will be responsible for contract negotiations, strategizing QVC’s digital plans and new carriage opportunities, and directing the activities of a nationwide account management team.

Since joining QVC 18 years ago, Cellucci has held numerous positions throughout the company and maintains an enviable network of colleagues within QVC‟s global company.

Most recently, he traveled to Germany to oversee enhancements to the affiliate distributor commission processes. In addition, playing an integral role in QVC’s HD launch, Cellucci negotiated terms with one of QVC’s major long-standing distributors.

Cellucci earned his bachelor’s degree in economics from Pennsylvania State University, University Park, Pa.

Here are QVC U.S. CEO Claire Watts canned comments Ulozas’s retirement:

“We are going to miss Al’s leadership, knowledge and vision. His contributions to QVC extend beyond his many business accomplishments; with his sense of fairness, integrity, and humor, he has also helped shape QVC‟s culture and built many lasting friendships throughout our industry. We wish Al the warmest congratulations on a great career with QVC.”

Simmons’ canned comment:

“While we are going to miss Al, we are excited to celebrate both Dave and Andy’s well-deserved promotions. We look forward to leveraging our talent, past and present, to align our platforms to support short- and long-term relationships with our cable, satellite and telco affiliates.”

Tags: Andy Cellucci, Angie Simmons, Claire Watts, Dave Apostolico, QVC, QVC affiliate sales, The Homeshoppingista