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Masse Wears Hallmark’s Marketing Crown

Laura Masse was promoted to executive vice president of marketing for Crown Media Holdings, owner and operator of Hallmark Channel and Hallmark Movie Channel.

In this new capacity, Masse will oversee all facets of marketing and branding for the channels, directing teams responsible for developing the networks’ multiplatform consumer, affiliate and advertiser-focused media campaigns. In addition, she is the key liaison with Hallmark Cards in developing synergistic opportunities with its other brand extensions, including Hallmark Magazine, Hallmark Flowers and the nearly 4,000 Hallmark Gold Crown stores.

Most recently, Masse was Crown’s senior VP of marketing, based in New York and Los Angeles. She was responsible for the network’s consumer, ad-sales and affiliate marketing initiatives. Masse and her teams have provided strategic development, creative direction and implementation on all of the network’s marketing activities.

Before joining Hallmark, Masse was AMC’s VP of marketing from 1998-2001. Her responsibilities included oversight of the network’s integrated consumer, ad-sales and affiliate marketing, as well as the network’s Web site, magazine and broadband offerings.

From 1995-98, Masse drove distribution and online marketing initiatives for Discovery Communications.