TV and web retailer QVC has promoted the head of its Italian operation to be the top executive for all of Europe.

QVC, No. 75 in the Top 400 Europe and a part of Liberty Interactive Corp., No. 7 in the 2012 Top 500, has named Steve Hofmann to CEO of QVC Europe, reporting to QVC president and CEO Mike George. Previously he was the top manager for QVC Italy.

In the newly created position as the CEO of European operations, Hofmann will provide business oversight, coordination and support to each of QVC’s European markets, and encourage collaboration among QVC’s European, U.S. and Asian organizations, the company says. He also will oversee initiatives such as the rollout of a new technology platform and market expansion. Hofmann first joined QVC as director of commerce of QVC U.K. in 2007 and was promoted to U.K. CEO in January 2008, before moving on to his current position as CEO of QVC Italy. Before joining QVC, Hofmann held management roles at Jupiter Shop Channel and Jupiter TV in Japan and with CNBC Asia.

QVC’s Italian operation also announced other promotions including:

• Gregg Bertoni to chief merchandising officer, QVC Italy. In his new role, Bertoni will be responsible for marketing, and TV operations and sales in addition to his current responsibilities for merchandising, planning, programming, e-commerce and quality assurance.
• Paolo Penati to chief operating officer and chief financial officer, QVC Italy. Penati will lead investment opportunities for long-term growth while maintaining responsibility for call center, logistics, and information technology and finance operations.

QVC is the most recent example of a big U.S. retailer promoting or hiring executives to drive e-commerce growth in Europe. In March Staples hired Willem Vos as director of e-commerce for Staples Europe. Vos is charged with leading the implementation of Staples’ long-term European e-commerce growth strategy, the company says.