Excite taps QVC’s Siegel

New sr. VP, marketing to help boost online presence

HOLLYWOOD — Internet company Excite has tapped former adman and home-shopping trailblazer Fred Siegel to step in as senior vice president of marketing.

Siegel, former senior marketing veep at TV shopping network QVC, will oversee strategic development and execution of all marketing, advertising, promotion and public relations campaigns for Excite and its WebCrawler Internet search brand.

In the past five years, Siegel helped the QVC brand rise from its No. 2 position in televised shopping to a position of world leadership in electronic commerce with more than $2.4 billion in annual revenues in 1998.

Excite, founded in 1994, is banking on Siegel’s understanding of brand marketing and consumer mass markets to boost its various online media presences and other businesses, including the fast-growing arena of electronic commerce.

“At QVC, Fred mixed brand, event, and direct marketing to sell it all to the consumer,” said George Bell, CEO of Excite. “He not only has an understanding of traditional brand-building, but a clear understanding of how to integrate electronic commerce and branding in the real world to build a loyal consumer. This is exactly what we need at this point in our brand growth.”