El Segundo, Calif. – Longtime CE industry executive Tony
Goncalves advances to the newly created position of
Digital Entertainment Products senior
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
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, Directv.com, sports, premium channels and
on-demand businesses, customer retention, consumer research and analytics, and
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.