Wonya Lucas, the executive who played a pivotal role in bringing diversity to the Hallmark Channel as CEO, has announced that she will be stepping down from her position at the end of the year. Hallmark made the announcement on Tuesday, stating that Hallmark Companies CEO Mike Perry will be collaborating with Lucas and the Hallmark Media team to navigate through this transition period.
Reflecting on her tenure at the company, Lucas expressed her honor in leading Hallmark and her pride in the progress they have made in creating an inclusive and emotionally impactful entertainment experience for their audiences. She emphasized her deep passion for the Hallmark brand, which will continue to guide her in a more focused strategic role as she helps shape the future of Hallmark Media.
Though Lucas will be stepping down as CEO, she will maintain her position on the Hallmark Media board of directors. This will allow her to contribute her expertise and insights to the company even in her new capacity.
Lucas joined Hallmark in 2020, taking over as the president and CEO of Crown Media Family Networks, a subsidiary of Hallmark Cards Inc. She replaced Bill Abbott and entered at a challenging time for the brand, following a controversial holiday season that involved Hallmark removing a commercial featuring a same-sex couple. Ultimately, the company backtracked on its decision and issued an apology.
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During her three-year tenure, Lucas successfully transformed Hallmark to better align with societal changes by incorporating more diverse and inclusive storylines, characters, and programming. As the daughter of Major League Baseball’s first Black GM and the niece of the late Hall of Famer Hank Aaron, Lucas brought a unique perspective to her role. In addition to diversifying the content, she also made significant changes to Hallmark’s executive suites and formed partnerships with Peacock, YouTube, Hulu, and other free ad-supported platforms.
Mike Perry, the CEO of Hallmark Companies, commended Lucas for her multifaceted industry expertise, her passion for building brands, and her strategic leadership. He expressed his gratitude for the work she has done in breathing new life into the iconic Hallmark brand and highlighted the positive impact her insights will continue to have on the business’s future.
Lucas’s announcement of stepping down from her role as CEO marks the end of an era for Hallmark Channel. Her contributions in making the network more diverse and inclusive have undoubtedly had a lasting impact on the company’s reputation and its connection with viewers. As Hallmark moves forward, they will rely on the foundation Lucas has laid to continue to grow and evolve in a changing entertainment landscape.
