West Chester, Pa. -- QVC has named Mustafa El-Rafey to the position of senior VP talent management and rewards. In this role El-Rafey will report to Beth Rubino, executive VP of HR and workplace services, and will lead the development and implementation of a talent management and rewards strategy for QVC. Specifically, he will focus on attracting and retaining key talent, promoting development, performance and accountability, building leadership capabilities, and supporting careers.