Kmart Names a New CMO

NEW YORK Kmart said Monday that Paul Guyardo has been named senior vice president and chief marketing officer, reporting to Julian Day, the chain’s president and CEO.

Guyardo joins Troy, Mich.-based Kmart after eight years at HSN, where he was executive vp, television and marketing, responsible for rebranding the television and Web company.

He takes over marketing duties from Karen Austin, who remains with Kmart as svp, chief information officer. Austin had served as CMO at Kmart since last June on an “interim” basis, a company representative said [Adweek Online, June 17].

Guyardo’s experience also includes general manager at AT&T, product director for Johnson & Johnson, and advertising positions with Tracy-Locke/BBDO, Saatchi & Saatchi and Lintas.

“Paul brings to Kmart a proven track record of redefining national brands and attracting new customers,” Day said in a statement. “He will work very closely with John Goodman, chief apparel officer, and Lisa Schultz, CCO, to communicate the considerable improvements in our stores, our products, and particularly our new fall apparel line.”

The client spent $160 million on ads through November 2003, per TNS Media Intelligence/CMR.

Kmart in August following a review moved its ad account, including creative, media and multicultural chores, to units of New York-based Grey Global Group. Grey in October crafted spots tagged “Kmart. Right here. Right now.” TBWA\Chiat\Day in New York had been Kmart’s lead agency.

—Brandweek staff report