Somebody send this guy a congratulatory greeting card.
Darren Abbott has been named president of Hallmark Media, replacing the company’s former president John Matts less than a year into Matts’ tenure at that level. Now Abbott will be responsible for “shaping, operationalizing, and driving the ever-evolving business into the future, while continuing to oversee the ways in which consumers interact with Hallmark’s widely beloved content, products, and experiences,” according to Hallmark.
Abbott was already the company’s chief brand officer. He now adds ad sales, distribution, and research under his purview, which previously included oversight of programming, creative product development, marketing and PR, licensing and brand partnerships.
In his prior role, Abbott launched a Christmas cruise, a Christmas activation near Hallmark headquarters and the new 90-minute live, traveling stage show featuring Hallmark Stars, aptly-titled Hallmark Stars Live. He also developed Hallmark+.
“Darren is a deeply admired and respected leader with a proven track record of creating moments and opportunities that are uniquely and distinctly Hallmark. From fostering each brand touchpoint to elevating how 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 continues to bring joy, positivity, and connection to fans and consumers everywhere,” said Hallmark president & CEO, Mike Perry, to whom Abbott will continue to report.
Abbott has been with Hallmark for nearly 30 years, so maybe check the Anniversary section of the aisle as well.
Matts had been Hallmark’s chief operating officer at the time of his promotion; he joined the company in 2022 as its chief financial officer.
