DirecTV Hires Kmart CMO to Lead Marketing Drive

27 September 2005

News Corporation-controlled DirecTV has rustled Kmart's chief marketing officer to fulfill a similar role at America's largest satellite broadcaster.

Paul Guyardo will join DirecTV on October 17 with evp status. He was quick to deny his defection had been triggered by pique after being sidelined in Kmart's marketing restructure two weeks back.

Asked that question in an interview with Advertising Age, Guyardo was adamant: "Absolutely not is the answer. The reality is this is a fantastic opportunity. 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."

Before joining Kmart Guyardo served eight years as evp of television and marketing at the Home Shopping Network, where he launched and oversaw the station's first CRM and partnership marketing departments.

He claims he was drawn to DirectTV by the prospect of working on several upcoming partnership marketing and programming deals. Enthused Guyardo: "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."

DirecTV president John Suranyi joined the mutual admiration duet: "Paul is a tremendous addition to our senior leadership team. His proven track record and extensive marketing, retail and television background will serve DirecTV well."

The marketing and merchandising upheaval at Kmart followed the company's takeover by (and integration with) Sears Holding Corporation earlier this year. Earlier this month Sears' chairman Edward Lampert took shouldered marketing and merchandising responsibilities at the merged retail mammoth.

Data sourced from AdAge (USA); additional content by WARC staff