Someone send this guy a congratulatory greeting card.
Darren Abbott has been named president of Hallmark Media, replacing former company president John Mattes, less than a year into Mattes’ tenure at that level. According to Hallmark, Abbott will now be “responsible for shaping, operating and leading the ever-evolving business into the future, as well as continuing to oversee the ways consumers interact with Hallmark’s widely beloved content, products and experiences.”
Abbott was already the company’s chief brand officer. He now adds ad sales, distribution and research to his remit, which previously included oversight of programming, creative product development, marketing and PR, licensing and brand partnerships.
In his former role, Abbott launched a Christmas cruise, a Christmas activation near Hallmark headquarters and a new 90-minute live, traveling stage show featuring Hallmark stars, aptly titled Hallmark Stars Live. They also developed Hallmark+.
Hallmark President and CEO, Mike Perry, said, “Darren is a highly admired and respected leader with a proven track record of creating moments and opportunities that are distinctive and uniquely Hallmark. From fostering each brand touchpoint to elevating the way we work with advertisers, distributors and all external partners who help us deliver on our brand promise, Darren is uniquely suited to build a future where Hallmark will continue to bring joy, positivity and connection to fans and consumers everywhere.” Report.
Abbott has been with Hallmark for nearly 30 years, so maybe check out the anniversary section of the aisle as well.
Mattes was Hallmark’s chief operating officer at the time of his promotion; He joined the company as Chief Financial Officer in 2022.
