Discovery Communications has poached DirecTV exec Paul Guyardo, who will join the company in the newly created role of chief commercial officer. Guayardo, who starts Oct. 5, will oversee the company's U.S. ad sales, digital media, licensing and consumer products, consumer insights, and data analytics. He'll report to Discovery Communications president and CEO David Zaslav.
Guyardo will be tasked with developing new ways for Discovery to monetize its assets to distributors, advertisers and consumers, as well as emerging revenue streams like global licensing. He'll also work with Discovery Networks International to expand its direct-to-consumer business. Joe Abruzzese, the company's president of advertising sales, will now report to Guyardo.
"Our go-forward success in a random-access world depends on how well we innovate and monetize our content and brands across platforms," said Zaslav in a statement. "Paul brings a track record of results in growing businesses and creating consumer-centric strategies to launch products, create new revenue streams and engage viewers. Adding him to the management team is a major win for Discovery, our business partners and our audiences, and I look forward to his leadership in creating new ways to drive value for our businesses across platforms now and into the future."
"Discovery Communications has tremendous content and brands, passionate consumers and a world-class leadership team that I'm honored to join," said Guyardo in a statement. "The potential for continued growth is enormous and I look forward to getting started."
Guyardo spent 10 years at DirecTV, most recently as evp, chief revenue and marketing officer. During that time, he helped drive the company's annual U.S. revenue from $12.2 billion to $26 billion. He previously worked as CMO for Kmart Corporation, as the company emerged from bankruptcy, and held positions at HSN (then called Home Shopping Network), Johnson & Johnson, Tracy-Locke/BBDO and Saatchi & Saatchi.
Discovery also named Bruce Campbell chief development, distribution and legal officer and gave him additional responsibilities in overseeing the company's $1.4 billion Domestic Distribution business and Discovery Education division. His previous title was chief development, digital media officer and general counsel.