Anna Baker

VP/GMM, Beauty


Anna Baker was named Vice President and General Merchandise Manager (GMM) of Beauty for QVC US in July 2022. In this role, she leads the QVC US Beauty buying business, with responsibility for defining and managing a multi-platform buying strategy, including brand and product development to deliver growth. Baker oversees QVC’s prestige beauty brand portfolio, development of new brands, results-driven ideas and the acceleration of product discovery, brand building and emerging categories.

Baker joined QVC in 2009 and spent her first six years in Beauty Merchandising and quickly moved throughout the organization with increasing responsibilities. Between 2015 and 2018 Baker served as Director of Merchandising Strategy & Category Development. In this role she was responsible for developing global merchandising strategies and leveraging our global portfolio of brands across all QVC markets. In 2018, Baker was named DMM of Beauty for QVC US.

Baker earned her bachelor’s degree in Finance and Spanish from the Susquehanna University.