Paul Guyardo Bio

Paul Guyardo EVP, Chief Sales and Marketing Officer DIRECTV

Paul Guyardo is EVP and chief sales and marketing officer for DIRECTV, the world’s most popular video service. In this role, he is responsible for advertising, public relations, acquisition marketing, upgrade and retention marketing, all sales channels, directv.com, consumer research, business analytics, broadband, WorldDirectTM and creative services.

Since joining DIRECTV in 2005, Guyardo and his team have developed numerous programs to drive profitable growth, including re-branding DIRECTV as the premier television service, doubling direct sales, lowering churn, re-launching directv.com, revitalizing the Spanish-language business, and implementing local marketing campaigns to compete with cable on a market-by-market basis.

Prior to joining DIRECTV, Guyardo was SVP and CMO for Kmart Corporation. He joined Kmart following the retail giant’s emergence from bankruptcy and was part of the senior management team that quickly returned the mass retailer to sales growth and profitability.

Before Kmart, Guyardo was EVP of television and marketing for HSN (formerly Home Shopping Network. Prior to HSN, Guyardo was a division manager in AT&T’s consumer long distance business. He began his career in advertising and brand management, holding positions at Johnson and Johnson, Tracy-Locke/BBDO and Saatchi & Saatchi working on major national brands including Tide, Ivory, Taco Bell and Lay’s Brand Potato Chips.

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