— Newly Created Role to Drive Viewer Engagement on all Platforms, Grow Direct-to-Consumer Revenue Streams and Evolve Advertising Model to Succeed in an Increasingly On-Demand World —
Silver Spring, Md. – Discovery Communications announced today that veteran media and retail industry executive Paul Guyardo will join the company as Chief Commercial Officer effective October 5, 2015. In this newly created position, Guyardo will oversee U.S. Ad Sales, Digital Media, Licensing and Consumer Products, Consumer Insights and Data Analytics. He will report to Discovery Communications President and CEO David Zaslav and be based at Discovery’s New York headquarters.
“Amid a rapidly evolving industry and shifting audience behavior, Discovery has maintained a steady, long-term growth strategy of investing in quality content, launching new networks and products and diversifying our IP mix to strengthen our brands and offerings,” said Zaslav. “Our go-forward success in a random-access world depends on how well we innovate and monetize our content and brands across platforms. 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.”
In his new role with Discovery, Guyardo will be charged with leveraging his significant expertise to expand the ways Discovery monetizes its portfolio of valuable assets to distributors, advertising partners and directly to consumers. He also will be responsible for working with Discovery Networks International to drive its burgeoning international direct-to-consumer business, as well as overseeing emerging revenue streams including the company’s global licensing, consumer products and footage sales businesses.
“Discovery Communications has tremendous content and brands, passionate consumers and a world-class leadership team that I’m honored to join,” added Guyardo. “The potential for continued growth is enormous and I look forward to getting started.”
Guyardo joins Discovery following an accomplished career in the media, retail and consumer products industries. Most recently, Guyardo served as Executive Vice President, Chief Revenue and Marketing Officer at DIRECTV. In this capacity, he was responsible for all functions that drove the company’s $26 billion in annual U.S. revenue including all sales and distribution channels, marketing, advertising, pricing & packaging, traditional ad sales and new addressable and digital ad platforms, directv.com, sports, premium channels and on-demand businesses, customer retention, product management, consumer research, business analytics, public relations and creative services.
During his 10 years at DIRECTV, Guyardo’s leadership drove annual U.S. revenue from $12.2 billion to $26 billion and the U.S. subscriber base from 15 million to 20 million customers, due in large part to a relentless focus on customer segmentation and data analytics. Other accomplishments included memorable TV ads that earned 11 Cannes Gold Lions, reducing churn to the lowest level in the industry; double-digit growth of the Advertising Sales and Commercial businesses; and multiple re-launches of directv.com that transformed the site into a major sales channel of highly profitable customers and a destination for over 50 million self-care transactions and TV Everywhere views.
Prior to DIRECTV, Guyardo served as Kmart’s Chief Marketing Officer following the retailer’s emergence from bankruptcy, and was part of the senior management team that quickly returned the mass retailer to sales growth and improved profitability. Before Kmart, Guyardo was Executive Vice President of Television and Marketing for HSN where he managed all aspects of live television production, post production, broadcast engineering and marketing, among other areas.
Guyardo began his career in advertising and brand management, working on major businesses and accounts including AT&T, Johnson & Johnson, Tide, Ivory, Taco Bell and Lay’s Brand Potato Chips. He holds bachelor’s and master’s degrees from Northwestern University. Among his industry and philanthropic affiliations, Guyardo serves on Northwestern University’s National Advisory Council for the School of Communication, on the NutriSystem Board of Directors and is an Executive Mentor for the New York and New Jersey All-Stars Project. He resides with his wife and family in Summit, NJ.
About Discovery Communications
Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world’s #1 pay-TV programmer reaching nearly 3 billion cumulative subscribers in more than 220 countries and territories. For 30 years Discovery has been dedicated to satisfying curiosity and entertaining viewers with high-quality content through its global television brands, led by Discovery Channel, TLC, Animal Planet, Investigation Discovery, Science and Turbo/Velocity, as well as U.S. joint venture network OWN: Oprah Winfrey Network. Discovery controls Eurosport, the leading pan-regional sports entertainment destination across Europe and Asia-Pacific. Discovery also is a leading provider of educational products and services to schools, including an award-winning series of K-12 digital textbooks, through Discovery Education, and a digital leader with a diversified online portfolio, including Discovery Digital Networks. For more information, please visit www.discoverycommunications.com.