Susanne McAvoy is the executive vice president of marketing, creative, and communications for Crown Media Family Networks, home of Hallmark Channel and Hallmark Movies & Mysteries, which is owned and operated by Hallmark Cards, Inc. Based in New York, McAvoy reports to Bill Abbott, president and chief executive officer.
In this role, McAvoy lead cross-departmental marketing and communications initiatives and directs the social media marketing strategies for Hallmark Channel and Hallmark Movies & Mysteries. She oversees all facets of marketing and branding for both networks – managing the teams responsible for developing the multi-platform campaigns for consumers, affiliates and advertisers. Responsible for all aspects of the brand promise and integrity for both networks, her oversight also includes the creative services department, which includes print, on-air and web design. She was also responsible for spearheading the rebrand of Hallmark Channel in 2012 to include a new look and tagline, “The Heart of TV”, as well as the 2014 brand transition of Hallmark Movie Channel to become Hallmark Movies & Mysteries. In addition, she serves as the key liaison with Hallmark Cards in developing synergistic opportunities with its other brand extensions and the nearly 4,000 Hallmark Gold Crown® retail stores.
Recently, McAvoy was the executive vice president of marketing and creative services. McAvoy joined the company as the vice president of ad sales marketing, where she was responsible for maximizing advertising sales revenue potential by creating and implementing strategic marketing and promotional activities. In that position, she worked closely with the consumer marketing, creative services and online media departments to develop integrated and customized sponsorship packages tailored to achieve advertisers’ objectives. She also partnered with ad sales management to create the annual Upfront presentation and oversaw client events.
Prior to Crown Media Family Networks, McAvoy was an ad sales marketing consultant for Bravo where she facilitated the 2007-2008 Upfront sales-marketing initiative. Previously, she served as director of corporate marketing for Comcast Spotlight. In that role, McAvoy managed the company’s advertising agency, Cramer-Krasselt, and developed and created several consumer advertising campaigns, on-air spots, direct mail campaigns, and sales videos. Prior to that, she was director of affiliate marketing at Oxygen Media and senior manager of affiliate marketing for MTV. McAvoy began her career with Turner International in Hong Kong before moving to their Atlanta office.
In 2016, McAvoy was named one of Advertising Age’s Women to Watch as well as Marketer of the Year by Cablefax. In addition, she was included on the 2016 Cablefax 100 List as a part of “Crown’s Dream Team”. McAvoy was also honored by Multichannel News as a 2015 “Woman to Watch” and has been named as one of Cablefax’s “Most Powerful Women in Cable” for four consecutive years (2012-2015). In addition, she was designated to Multichannel News’ “40 Under 40” list in 2011. Her many industry accolades include CTAM Mark Awards, the Ad Council Silver Bell Award, a Cable Advertising Bureau Award, and two ACC (Association of Cable Communicators) Beacon Awards.
Currently, McAvoy is serving as director-at-large on the national board for Women in Cable Telecommunications (WICT). Recently, McAvoy was director-at-large for the board of WICT’s New York, for which she also served 8 years as a board member. She joined the board as the membership chair, and served a two-year term as chapter president, followed by a two-year stint as immediate past president. McAvoy is also an active member of Promax|BDA.
McAvoy graduated cum laude from Vanderbilt University with a bachelor’s degree in communications and psychology. She is also a Betsy Magness Leadership Institute graduate, Class XXIV. McAvoy resides with her husband and two children in Darien, Connecticut.