Someone send this man a greeting card.
Darren Abbott has been named president of Hallmark Media, replacing former company president John Mattes less than a year after Mattes took his position at that level. Abbott will now be responsible for “shaping, operating and leading the ever-evolving business into the future, while continuing to oversee the ways consumers engage with Hallmark’s widely loved content, products and experiences,” according to Hallmark.
A Hallmark spokesperson says Mats is a division of the company Hollywood Reporter.
Abbott was already the company’s chief brand officer. He now adds advertising sales, distribution and research to his remit, which previously included oversight of programming, creative product development, marketing, public relations, licensing and brand partnerships.
In his previous role, Abbott launched a Christmas cruise, a Christmas activity near Hallmark headquarters, and a new 90-minute traveling live theater show featuring Hallmark Stars, appropriately 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 unique and special to Hallmark,” said Mike Perry, president and CEO of Hallmark, with whom Abbott will continue to work. “From enhancing every brand touchpoint to elevating how we work with advertisers, distributors and all third-party 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.” To report.
Abbott has been with Hallmark for nearly 30 years, so you might want to check out the anniversary section of the pass as well.
Matts was Chief Operating Officer of Hallmark at the time of his promotion. He joined the company in 2022 as its CFO.
