Smith Holland to retire from Hallmark after 30 years

KANSAS CITY, Mo. (Jan. 8, 2024) – Hallmark announced today that Smith Holland, president – Hallmark Global, will retire this quarter following 30 years of dedicated service to the company.

“I have an immense amount of admiration and appreciation for Smith and all he’s contributed to our businesses and brands,” said Mike Perry, Hallmark president and CEO. “Throughout his career, Smith has proven himself to be a strategic, yet operationally minded leader and a relentless change agent – all qualities that have served Hallmark and Crayola well.”

During his three-decades-long career, Holland has held various leadership roles at Hallmark, including vice president – corporate finance, and finance vice president – Hallmark Retail. In 2006, he assumed leadership of Hallmark’s Canada-based business operations and drove a business renewal effort that significantly improved Hallmark’s brand positioning in the Canadian market.

In 2009, Holland moved to the Crayola business headquartered in Easton, Penn., and became chief financial officer and executive vice president – Crayola International, a position he held for six years. He ascended to the role of president and CEO of Crayola in 2015. While at Crayola, Holland led expansion into new markets and strategic initiatives focused on innovation, digital transformation, and supply chain and systems execution.

In 2019, he returned to Kansas City to lead Hallmark through a critical period of business transformation as president of Hallmark Global.

“Smith answered the call to reshape the core Hallmark business – integrating the retail, greetings, and gifts segments to unify operations and drive holistic focus on Hallmark’s best products and experiences to its customers, retailers, and consumers,” said Perry.

Holland led the business through a global pandemic – and resulting macro-economic pressures – while simultaneously accelerating business transformation efforts and positioning the business for the future.

“I am truly grateful for the opportunity to serve as a leader for so many facets of our iconic brands,” said Holland. “As I take this next step in my life, I do so with a lot of optimism about the future potential of Hallmark and a deep faith in the people and leaders in the business.”

“Smith led with transparency and candor, instilling a focused, disciplined, and more nimble culture,” said Perry. “In each role he’s held in his tenure with the company, Smith’s left the work and the business better than he found it. The mark he made at Hallmark will undoubtedly be felt for years to come.”