Paul Guyardo has been named executive vice president and chief marketing officer of DirecTV effective Oct. 17, the company announced Sept. 22.

Guyardo will be responsible for all aspects of marketing, including branding, customer acquisition and retention marketing, direct sales, research and analysis, creative services and public relations.

Guyardo has served as Kmart’s chief marketing officer since March 2004. Prior to that, he spent 8 years at Hughes Network Systems as executive vice president of television and marketing.