Wonya Lucas Is Bringing 'Everyday Diversity' and Brand Expertise to Hallmark Media

Adweek's TV Executive of the Year touts Countdown to Christmas, evolving storytelling and assembling her 'dream team'

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When she arrived at Hallmark Media (then called Crown Family Media Networks) in July 2020, it would have been easy for Wonya Lucas to simply maintain the status quo when it came to Hallmark Channel and the other networks under her purview.

But that’s never been her style. Instead, Lucas—Adweek’s TV Executive of the Year—tapped into her extensive resumé in branding (Clorox and Coca-Cola) and television (where she had been head of marketing and research at CNN, evp at Weather Channel and helped launch ID at Discovery) and dug in at the Hallmark networks “to understand who that core audience is and then understand the opportunity audience,” Lucas told Adweek.




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This story first appeared in the Oct. 10, 2022, issue of Adweek magazine. Click here to subscribe.