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TROY, Mich. - Kmart Holding Corporation has tapped Paul Guyardo, a former Home Shopping Network executive, to focus on driving customers to improved stores and new merchandise.
In his new role as s.v.p., chief marketing officer, Guyardo will be responsible for marketing, advertising, promotions and external communications. He will report to Julian C. Day, president and c.e.o.
Guyardo joins Kmart after eight years at HSN, where he was e.v.p. of television and marketing. He was responsible for rebranding the $2 billion multi-channel retailer, and helped attract more than 150,000 new customers per month.
"Paul brings to Kmart a proven track record of redefining national brands and attracting new customers," Day said. "He will work very closely with John Goodman, chief apparel officer, and Lisa Schultz, chief creative officer, to communicate the considerable improvements in our stores, our products, and particularly our new fall apparel line. He shares with the other members of our senior management team the talent and intense personal commitment required to achieve our goals."
Before joining HSN, Guyardo was a General Manager at AT&T. His work guided the strategic development of the "All Within Your Reach" advertising campaign. Prior to AT&T, he was a Product Director for Johnson & Johnson. He began his career in advertising, holding positions at Tracy-Locke/BBDO, Saatchi & Saatchi, and Lintas:New York. While in advertising, Guyardo worked on major national brands including Tide, Ivory, Taco Bell, Lay's Brand Potato Chips, Cover Girl and Noxzema.