Michelle Vicary Returns to Hallmark as Head of Programming: A New Era for the Network
Michelle Vicary is back at Hallmark, stepping into the pivotal role of head of programming. With a wealth of experience, Vicary will now oversee all original programming and production across Hallmark’s diverse content platforms. A veteran of the Hallmark media business since its inception, Vicary previously held the position of executive VP of programming before departing in 2021 after an impressive 22-year tenure.
During her time at Hallmark, Vicary was instrumental in creating some of the network’s most beloved series and films, including fan favorites like “When Calls the Heart,” “Good Witch,” and “Chesapeake Shores.” She championed diverse storytelling by hiring LGBTQ+ actors and greenlighting groundbreaking films such as “Weddings Every Weekend” and “The Christmas House,” which garnered Hallmark’s first GLAAD Media Award nomination. Vicary’s commitment to inclusivity extended to casting actors of all ages and backgrounds, exemplified by her work with Holly Robinson Peete on the “Christmas in Evergreen” film series and the network’s first unscripted series, “Meet the Peetes.”
As Hallmark expands its portfolio into unscripted storytelling with exciting new offerings like “Finding Mr. Christmas,” “Celebrations With Lacey Chabert,” and “Baked With Love: Holiday,” Vicary’s return could not come at a better time. She has also played a key role in introducing popular actors into the Hallmark family, such as Tyler Hynes, Jonathan Bennett, and Erin Cahill, further enriching the network’s talent pool.
Since Vicary’s exit, Hallmark has evolved under the leadership of CMO Darren Abbott, who emphasizes a unified brand strategy. “We call it One Hallmark. We are one brand,” Abbott states. “My goal is to leverage the full breadth of what Hallmark represents, delivering incredible content, products, and experiences.” The brand has embraced its fandom, evidenced by sold-out events like Hallmark’s Christmas Experience and its debut panel at San Diego Comic-Con, which drew an enthusiastic audience of 2,000.
Abbott highlights the importance of a cohesive brand identity, stating, “It’s not just about our individual outputs; it’s about how we integrate all aspects of Hallmark in unique ways.” As Hallmark continues to grow and collaborate with major partners like the NFL, the focus remains on reflecting the diverse world we live in. “The Hallmark brand is for everyone,” Abbott affirms. “We are committed to telling stories that resonate with all people, whether through our movies, products, or experiences.”
Vicary’s expertise in crafting Christmas narratives is unparalleled, having been integral to the creation of Hallmark’s “Countdown to Christmas” in 2010. “Michelle helped define what we think of as a Hallmark Christmas movie, a unique genre that is often imitated but never duplicated,” Abbott notes. “She truly completes the vision I have for the brand.”
While Hallmark is only beginning to fully embrace experiential opportunities, Vicary recognized this potential years ago. In a 2019 interview with Variety, she stated, “What we’ve built is a brand experience. We are part of the traditions people cherish during the holidays, and audiences don’t just enjoy our programming; they express their gratitude for it.”
As Michelle Vicary reenters Hallmark, she brings with her a vision for a future filled with inclusive storytelling and unforgettable holiday experiences that resonate with audiences everywhere.
