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As at the end of this year, Hallmark Media President and CEO Wonya Lucas will step down from her role. Lucas, who is renowned for making Hallmark Channel more culturally diverse, will continue to serve on its board of directors.
No specific reason was noted in the press release about her choice to step down.
Hallmark Media President & CEO Wonya Lucas steps down
Hallmark issued a press release on Tuesday, August 8, 2023, to announce that Wonya Lucas, the network’s President and CEO is stepping down from her executive role at the end of 2023.
While she is doing so, Lucas will continue to serve on Hallmark Channel’s board of directors.
While no specific reason for the move was released, it was in 2020 that Lucas replaced former Hallmark boss Bill Abbott.
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He resigned from the position following the network’s decision to drop an ad from online wedding planning company Zola.
The reason for pulling the ad was that it featured same-sex couples and the move sparked major controversy.
Championing diversity at Hallmark
During her time as President and CEO of Hallmark, Lucas has been praised for expanding diversity in the network’s projects.
Meanwhile, the company had long been criticized for releasing movies that were mainly white and straight.
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The first movie featuring diversity was The Christmas House. That movie features a romance between a same-sex couple and was a hit with viewers.
There have since been a number of movies featuring same-sex couples, along with more diversity in the race of the actors, including the “Mahogany” brand.
The Hallmark press release noted that Lucas “helped to build a more solid foundation for the business through broadened storytelling with more diverse and inclusive storylines and characters.”
Meanwhile, Lucas said in a heartfelt statement:
I am honored to have led this company and am tremendously proud of the progress we’ve made by creating an evolved entertainment experience that inspires meaningful, emotionally connected moments for our audiences.
The former President and CEO added, “My passion for the Hallmark brand has grown in deeply rewarding ways and will remain paramount as I continue to help guide Hallmark Media’s future in a more strategically focused capacity.”
Lucas launched programs to support women creatives with the Make Her Mark Women’s Directing Program.
The press release added that, most importantly, the foundation she built “directly aligns with the aspirations and values of the Hallmark brand.”
Meanwhile, Mike Perry, President and CEO of Hallmark Companies will work closely with Lucas and the network’s executive leadership team in running the day-to-day operations of the company, while completing the process of Lucas’ transitions.
In Perry’s statement, he said, “Wonya is a multi-faceted industry veteran, passionate brand builder, and consummate strategic leader,” adding:
I’m grateful for the important work she has done to bring the expansive foundation of the iconic Hallmark brand to life and am fortunate that her insights will continue to positively impact the future of the business.