Paul Guyardo, a veteran marketing executive whose experience has taken him from HSN and Kmart to DirecTV, will become Discovery Communications’ top executive overseeing U.S. ad sales, digital media, licensing, consumer products,. consumer insights and data analytics.

Guyardo will become the company’s chief commercial officer starting October 5 and will report directly to David Zaslav, Discovery’s chief executive. As part of the company’s new structure, Joseph Abruzzese, the company’s president of ad sales, will report to Guyardo. Previously, Abbruzese reported directly to Zaslav.

“Our go-forward success in a random-access world depends on how well we innovate and monetize our content and brands across platforms,” said Zaslav in a prepared statement. “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.” The company also unveiled new duties for Bruce Campbell, who was named chief development, distribution & legal officer, and placed in charge of the company’s U.S. distribution operations. Bill Goodwyn, chief executive of domestic content distribution and president and CEO, Discovery Education, will report to Campbell.

The new executive structure is emblematic of the new ways media companies are trying to operate at a time when the inflow of advertising revenue has become less certain. Discovery and other outlets are starting to place more emphasis on negotiations with distributors and syndicators,  whether they be cable companies, subscription video-on-demand outlets like Netflix or Amazon, and international broadcasters seeking new pipelines of content. They are also often setting someone in place to monitor all streams of revenue – advertising, distribution fees, consumer products, and more – in an effort to coordinate all efforts to collect the money that fuels their work.

Guyardo will be responsible for expandingthe ways Discovery monetizes its portfolio of content with distributors, advertising partners and consumers.  He also will be responsible for working with Discovery Networks International to drive its international direct-to-consumer business, as well as overseeing emerging revenue streams including the company’s global licensing, consumer products and footage sales businesses.

Guyardo most recently served as executive vice president and chief revenue and marketing officer  at DirecTV. 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.

Guyardo also served as Kmart’s chief marketing officer following the retailer’s emergence from bankruptcy, and was part of the senior management team.  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.