Lara Richardson Appointed CMO of Dad or mum Firm of Hallmark Channel

Crown Media Family Networks, the parent company of Hallmark Channel, is continuing this year's executive revision, hiring Lara Richardson as the new CMO.

Richardson will execute marketing strategies, refine the identity of each of Crown's Hallmark channels and lead the company's digital transition. A veteran in television marketing, she previously worked at Discovery Inc. as group marketing for Discovery and the Science Channel, and as vice president of creative at TLC.

Hallmark Channel made several changes to its C-suite in 2020. President and CEO Wonya Lucas was hired earlier this year after longtime boss Bill Abbott stepped down in January. Abbott's exit came a month after Hallmark Channel sparked outrage for briefly running multiple ads for wedding planning brand Zola featuring a same-sex couple kissing at their wedding.

Lucas cited Richardson's creative marketing strategies and his impressive experience as valuable assets for the company at a crucial time. Last month, AT&T Xandr added Crown Media to its network to boost Advanced TV advertising costs.

November and December are also the most lucrative time of the year for Hallmark: The success of the round-the-clock programming of the countdown to the Christmas marathon has made the network synonymous with the Christmas season. This vacation content is hotter than ever this year due to the pandemic.

“As our industry evolves rapidly, Lara's expertise will help further strengthen the Crown Media brand, optimize our marketing messages across multiple platforms, and ultimately transform the way our audiences experience our linear channels and digital characteristics and deals with them, ”Lucas said in a statement.

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