KMART CMO TO JOIN DIRECTV

Paul Guyardo to Lead Marketing Efforts for Satellite TV Company

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COLUMBUS, Ohio (AdAge.com) -- DirecTV today said it has hired the marketing chief of retailer Kmart to lead marketing efforts for the satellite-TV company.

Photo: Darryl Estrine
Paul Guyardo leaves Kmart to join DirecTV as executive vice president and CMO.
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Exec VP and CMO
Paul Guyardo, Kmart's chief marketing officer, will join DirecTV Oct. 17 as executive vice president and CMO.

Mr. Guyardo's departure comes two weeks after Sears Holding Corp. Chairman Edward Lampert took the reins of marketing and merchandising at the Kmart/Sears retail empire. The company also named Kmart CEO Aylwin Lewis as chief executive of both retail brands.

Mr. Guyardo denied those moves led to his departure. “Absolutely not is the answer. The reality is this is a fantastic opportunity,” he told AdAge.com today. “I’m excited to be part of a growth business and return to TV. Obviously you don’t get a job with DirecTV in two weeks.”

Regarding Mr. Lampert, Mr. Guyardo said: “I have really enjoyed working with him, he has been incredibly supportive of our ideas and pursuing nontraditional media and I have really enjoyed working him.”

'Marketer's dream'
The marketing executive said he was lured to DirectTV by the excitement of working on several upcoming partnership marketing and programming deals. “As part of this process I’ve learned there are so many great things they are doing that are already in the pipeline that are kind of a marketer’s dream,” he said.

DirecTV is a division of Fox Entertainment Group, part of News Corp. The company's former CMO, Neal Tiles, left the company in June after a little more than a year at the job. The satellite broadcaster spent $205 million in measured media in 2004, according to TNS Media Intelligence.

At DirectTV, Mr. Guyardo will oversee marketing, including branding, customer acquisition and retention marketing, direct sales, research and analysis, creative services and public relations, the company said. The shift out of retail will likely be less jolting of an industry change than when Mr. Guyardo -- with no experience in bricks-and-mortar retail -- joined Kmart in March 2004, only five months after $11 billion takeover of Sears.

"Paul is a tremendous addition to our senior leadership team," said John Suranyi, president of DirecTV. "His proven track record and extensive marketing, retail and television background will serve DirecTV well.”

Home Shopping Network veteran
Prior to Kmart, Mr. Guyardo for eight years was executive vice president of television and marketing at the Home Shopping Network, where he developed the station’s first CRM and partnership marketing departments. He has also had stints as a general manager at AT&T and a product director for Johnson & Johnson. He began his career on the agency side, holding positions at Tracy-Locke/ BBDO, Saatchi & Saatchi, and Lintas New York.

Although in a press release DirecTV touted Mr. Guyardo’s work at Kmart, the most recent second-quarter results were not stellar, as Kmart reported comparable-store sales of 0.3%. But the results do show improvement since Mr. Guyardo’s appointment in March 2004, when sales at Kmart were declining by double-digits.

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