DirecTV Promotes 3 Executives

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El Segundo, Calif. - Longtime CE industry executive Tony Goncalves advances to the newly created position of


Digital Entertainment Products senior VP.

Goncalves joined DirecTV in 2007, serving in a number positions following roles with Humax USA as business development, strategic marketing VP, and Samsung Electronics America in business/marketing development DTV strategy group.

In his new assignment, Goncalves is charged with further advancing the satellite TV provider's digital strategy to maintain a competitive advantage and continue to improve the entertainment experience subscribers.

The company also announced that Paul Guyardo has been named to the newly created position of chief revenue and marketing officer, working with the national ad sales group in addition to sales and marketing, while Keith Kazerman has been promoted to ad sales senior VP.

Goncalves, who will report to Mike White, DirecTV chairman, president and CEO, will lead a team in developing "strategy, ideation and product definition for entertainment initiatives across all mobile, tablet, web, native apps, third-party devices and video-on-demand platforms."

Meanwhile, Guyardo will assume the new title of DirecTV chief revenue and marketing officer/executive VP, also reporting to White. 

Guyardo joined DirecTV in 2005 as chief marketing officer/executive VP, before his promotion in 2007 to his ongoing role leading all sales and distribution channels in addition to marketing, branding/advertising, public relations, pricing and packaging,, sports, premium channels and on-demand businesses, customer retention, consumer research and analytics, and creative services.

With the addition of ad sales, he now oversees all functions that drive the company's $22 billion in U.S. revenue.

Meanwhile, Keith Kazerman, who joined DirecTV in 2005, will report to Guyardo, focusing on the launch of DirecTV's addressable and digital platforms and furthering the company's interactive advertising efforts.


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