Hallmark Media has announced a major leadership change, promoting 30-year company veteran Darren Abbott to the role of President. Abbott, who previously served as Chief Brand Officer, will maintain that title while taking over the presidential duties effective immediately. The move ensures leadership continuity across Hallmark’s media, product, and retail divisions as the brand expands its reach into streaming and live experiences.

Abbott succeeds John Matts, whose departure comes just 10 months after he was appointed to the post in June 2025. According to reports from TheWrap, Abbott will now oversee advertising sales, distribution, and research for Hallmark Media. He continues to report directly to Hallmark Cards, Inc. President and CEO Mike Perry, who praised Abbott’s "proven track record of creating moments" that are "distinctly Hallmark."

During his tenure as brand chief, Abbott was instrumental in several high-growth initiatives, including the launch of the Hallmark+ streaming service and the Hallmark Christmas Experience in Kansas City. He also helped secure high-profile partnerships with the NFL and Disney. In his expanded role, Abbott will focus on aligning Hallmark’s content with its legacy brand promise across multiple consumer touchpoints.

The leadership shift arrives as Hallmark Media—the parent of Hallmark Channel and Hallmark Mystery—doubles down on its "lifestyle brand" strategy. With Abbott at the helm, the company aims to capitalize on its recent successes, such as the sold-out Hallmark Christmas Cruise and ongoing year-over-year subscriber growth for its digital platforms.