Guyardo Markets Himself to DirecTV

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DirecTV Inc. is turning to a Kmart Holding Corp. and HSN veteran to lead its marketing efforts.

The top direct-broadcast satellite company Thursday named Paul Guyardo executive vice president and chief marketing officer.

Guyardo, who will join DirecTV Oct. 17, succeeds former executive VP of marketing Neal Tiles, who was recently named president of G4.

Guyardo worked previously for Sears Holdings Corp., where he was senior VP and CMO at Kmart since March 2004.

Before joining Kmart, Guyardo worked for eight years at HSN as executive VP of television and marketing.

The Northwestern University graduate also worked previously at AT&T Corp., Johnson & Johnson and advertising firms Tracy-Locke/BBDO and Saatchi & Saatchi Worldwide.

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