Leadership Transition at Hallmark Media

Hallmark Media has announced a significant leadership change, appointing Darren Abbott as the new president. He succeeds John Matts, who held the position for less than a year following his promotion in June 2025.

Abbott, who previously served as the company’s chief brand officer, will now take on expanded responsibilities. His new mandate includes overseeing ad sales, distribution, and research, in addition to his existing oversight of programming, creative product development, marketing, PR, licensing, and brand partnerships.

Abbott’s Vision for the Future

According to Hallmark, Abbott is tasked with “shaping, operationalizing, and driving the ever-evolving business into the future.” He will continue to manage how consumers interact with the brand's content, products, and experiences.

During his tenure as chief brand officer, Abbott spearheaded several initiatives, including:

  • The launch of a Hallmark Christmas cruise.
  • A Christmas-themed activation near the company’s headquarters.
  • A 90-minute live, traveling stage show featuring Hallmark stars.

A Proven Track Record

Mike Perry, Hallmark President and CEO, praised the appointment, noting that Abbott is a “deeply admired and respected leader.” Abbott will continue to report directly to Perry.

“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,” Perry stated.

Abbott brings nearly 30 years of experience at Hallmark to his new role. His predecessor, John Matts, joined the company in 2022 as chief financial officer before serving as chief operating officer prior to his brief tenure as president.