John de Armas

JOHN DE ARMAS - VICE PRESIDENT, WORLDDIRECT DIRECTV, INC.

John A. de Armas is vice president of WorldDirect for DIRECTV, Inc., the nation’s leading satellite television provider. In this role, de Armas is responsible for the management of the foreign-language services available on DIRECTV including programming acquisition to marketing. DIRECTV’s non-English services are available under the WorldDirect™ umbrella and include Spanish, Filipino, Russian, Indian, Greek, Korean and Chinese language platforms.

Recognized as a workforce motivator, de Armas empowers creative business challenges in Strategy, Marketing and Operations. A great deal of intuition and creativity are his key ingredients for success, approaching every situation with a brand-management mentality, focus and methodology all mixed with the belief that the customer has all the answers. During his tenure at DIRECTV, he has been responsible for the reformulation of WorldDirect’s Spanish-language offering into DIRECTV Más, an aspirational brand with “More Emotion, More Passion and More Television” for the U.S. Spanish-speaking market.

De Armas has worked in over 34 countries over the course of his career, including Latin America, Africa and Asia Pacific. Most recently, de Armas served as principal and founder of de Armas & Company, a global strategy and business advisory firm. During this time, de Armas worked hand-in-hand with clients such as Apple Computers, Citicorp, General Electric, American Express, Pepsi, Coca-Cola, United Technologies, General Motors and NASA to craft strategies and tactics designed to ensure market dominance.

Prior to this, de Armas held a variety of senior leadership roles in broadcast entertainment, including president of Centennial Communications’ Latin American Division, president of Home Shopping Network Español, and SVP of Global Strategy at Phelps Dodge International.

De Armas holds a master’s degree from The Monterrey Institute of International Studies in California. He is also the founder and former chairman of The Florida Sterling Council, the State of Florida council for total quality management, productivity and overall business excellence. A resident of Florida, de Armas is based at DIRECTV’s New York City offices.

DIRECTV, Inc., the nation’s No. 1 satellite television service, presents the finest television experience available to 18.3 million customers in the United States and is leading the HD revolution with more than 130 HD channels – more quality HD channels than any other television provider. Each day, DIRECTV subscribers enjoy access to over 265 channels of 100% digital picture and sound, exclusive programming, industry-leading customer satisfaction (which has surpassed all national cable companies for nine years running) and superior technologies that include advanced DVR and HD-DVR services and the most state-of-the-art interactive sports packages available anywhere. For the most up-to-date information on DIRECTV, please visit directv.com.

Rev. 09/09