Evine Live Names Chief Marketing Officer

Evine Live has made some management shifts.

The No. 3 home shopping network has appointed Nicole Ostoya as executive vice president and chief marketing officer and promoted Lee Goehring to vice president of merchandising for the home and consumer electronics categories.

Ostoya previously served as Evine Live’s interim chief marketing officer, with oversight of marketing, creative, e-commerce and broadcasting. Her retail resume includes 28 years with Nordstrom, where she held buying and merchandising positions, as well as holding the position of full-line store Manager for several of their larger stores.

Ostoya was eventually recruited by LVMH to work on one of their flagship properties, Benefit Cosmetics, as director of business development. She successfully launched Benefit Cosmetics on QVC, helping bring the brand to life on television. Since then, she has run a public company, and launched several companies as an entrepreneur, including the beauty brands The New Black and Kissing Elixirs.

“Nicole’s nearly 30 years of retail experience, where she drove the development of countless brand and customer acquisition strategies, will greatly enhance our ability to grow our customer base and generate greater awareness of the Evine Live brand,” Evine Live Chairman Bob Rosenblatt said. “The addition of her to the EvineE Live team shows our investment in furthering our growth strategies.”

Goehring has more 20 years of experience in retail merchandising and product development. Previously at Evine Live, he held the role of director and divisional merchandise manager of the consumer electronics category.

Prior to Evine Live, he served for five years as vice president of National Accounts at TRG, a sales and product development company that created and distributed various product lines to national retailers.

Goehring also spent five years at Target Corp. in the role of senior buyer and lead merchant, leading electronics and video games for the online division, and eight years at Best Buy Corp. in the role of senior buyer, where he was also involved in the electronics category.

“The promotion of Lee to vice president of our home and consumer electronics product categories reinforces our commitment in building a cohesive merchandising strategy with a greater emphasis on products and brands that drive customer acquisition and retention,” Rosenblatt. “Lee’s proven ability to foster strong, long-term vendor relationships will allow us to be even more opportunistic in the marketplace.”


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2 Responses to “Evine Live Names Chief Marketing Officer”

  1. Quirkygal Says:

    Does this mean Evine will no longer be the “Watch Chanel?” (That’s what my Dad calls it and he’s not wrong.)

    I’ve never seen so many watches in my life as I have on Evine and they’re all Invicta. Ugh.

  2. ester hill Says:

    Evine continues to bleed — money and talent. This is a mighty effort for Bob R to shore up the team.. but so many bad decisions will make it hard for them to recover. Glad to see Lee promoted — he seems like a good guy with a tough job but why would they focus on electronics when the business os so bad. It is amazing the H&B business has not improved. but when all the airtime goes to so called celebrities, who demand big $$ endorsements it is understandable why this company can’t get out of thier own way.

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