QVC gets jolt from former Starbucks exec

WEST CHESTER, Pa. — QVC, a global video and e-commerce retailer, has appointed former Starbucks executive Mustafa El-Rafey as the company’s SVP of talent management and rewards. El-Rafey will lead the development and implementation of a dynamic talent management and rewards strategy for QVC.

He will report to EVP of human resources and workplace services Beth Rubino.

"As QVC continues to expand into new global markets, Mustafa's experience in building and implementing talent management strategies internationally across large, complex businesses makes him a tremendous asset to our team," said Rubino. "We pride ourselves on retaining the most talented people, our greatest asset, and we're thrilled to welcome Mustafa to QVC."

In his new role, El-Rafey will focus on attracting and retaining key talent, driving a culture of development, performance and accountability, building leadership capabilities and supporting careers in a way that maps to current and future business needs. He will be based at QVC's global headquarters in West Chester, Pa.

El-Rafey was most recently at Starbucks Coffee Company where he spent two years as SVP of talent management, responsible for creating an integrated talent management strategy. Prior to working with Starbucks, El-Rafey worked at Mars for more than 20 years, where he held various management positions in sales, marketing, human resources and business development.