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DIRECTV Appoints Paul Guyardo Executive Vice President and Chief Marketing Officer


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#1 OFFLINE   Chris Blount

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Posted 22 September 2005 - 08:59 AM

EL SEGUNDO, Calif.--(BUSINESS WIRE)--Sept. 22, 2005--DIRECTV, Inc., the nation's leading digital television service, announced today that Paul Guyardo has been named Executive Vice President, Chief Marketing Officer. Guyardo will report to John Suranyi, President, DIRECTV Sales and Service, and will also work closely with David Hill, President, DIRECTV Entertainment, on creative and brand marketing initiatives. Guyardo joins DIRECTV on October 17 and will be responsible for all aspects of DIRECTV marketing including branding, customer acquisition and retention marketing, direct sales, research and analysis, creative services, and public relations.

"Paul is a tremendous addition to our senior leadership team," said Suranyi. "His proven track record and extensive marketing, retail and television background will serve DIRECTV well as we continue to redefine the television experience with new products, exciting programming and unsurpassed customer service."

"This is a fantastic opportunity and I look forward to returning to the television industry," said Guyardo. "Since its inception, DIRECTV has distinguished itself with superior service, programming and technology. I'm honored to lead DIRECTV's marketing efforts and excited to help drive its future growth."

Guyardo joins DIRECTV from Sears Holdings Corporation where he served as Kmart's Senior Vice President, Chief Marketing Officer since March 2004. While at Kmart, Guyardo developed and executed a comprehensive marketing plan that contributed to significantly improved sales results. Further, the innovative advertising campaigns under his direction helped revitalize the brand's image.

Prior to Kmart, Guyardo spent eight years at HSN, where he was Executive Vice President of Television and Marketing. He was responsible for rebranding the TV retail giant by clearly defining HSN's target audience, developing a compelling brand positioning and transforming the entire look of the live, 24/7 network and web site. Guyardo is also credited for creating HSN's first CRM and Partnership Marketing departments.

Before joining HSN, Guyardo was a General Manager at AT&T and a Product Director for Johnson & Johnson. He began his career in advertising, holding positions at Tracy-Locke/BBDO, Saatchi & Saatchi, and Lintas:New York.

Guyardo holds a Bachelor of Science and a Master's degree from Northwestern University.

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#2 OFFLINE   boba

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Posted 22 September 2005 - 11:41 AM

Hopefully he can improve Directvs marketing, NFL Sunday Ticket needs replacing as the third quarter promotion. After 8 years it is stale and consistently more EXPENSIVE for the same product. :lol: :lol: :lol:

#3 OFFLINE   gaz

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Posted 26 September 2005 - 01:22 AM

Perhaps Paul Guyardo can improve DIRECT TV's operation by keeping its loyal customers happy. My experience with D* people is they are ill informed and most don't know what they're doing. I would say Mr. Paul Guyardo has an imposing task in straightening out the marketing division. I spent 3 hours on the telephone with this bunch trying to get approval for a DSN CBS signal. This is after I had a waiver from the two CBS stations in my viewing area. No one in DIRECT TV had their records straight. Each time I called a representative, I would get a different answer. I must say all were polite but few seemed interested in straightening out the matter. I guess most of the employees there just want to draw a pay check and go home at the end of the day.




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