Holly Henderson Email & Phone Number

Denver, Colorado, United States

Studio City, Ca

Account lead for key partnership accounts to drive distribution of subscription video-on-demand (Hallmark Movies Now) and cable (Hallmark Channel, Hallmark Movies & Mysteries, Hallmark Drama) assets. Additionally owns hospitality and in-flight markets as well as distribution marketing strategy and campaigns. Reports to the EVP of Content Distribution & Strategy.▪ Built and expanded relationships representing +50% of company’s subscriber base. Manages accounts that represent direct-to-consumer and B2B channels: AT&T, DISH, DirecTV, Cox Communications, Altice USA, Charter Communications, Philo, FrndlyTV, and Vidgo.▪ Protected full distribution of Hallmark Channel while designing renewal strategies and negotiating positive repositions that expanded distribution of all other brands.▪ Launched the new Hallmark Drama network to accounts in 2017. Continues to expand carriage. As of January 2023, this network surpassed 48M households.▪ Relaunched an acquired on-demand streaming video service as Hallmark Movies Now to key accounts. This service has grown to +1.5M subscribers.▪ Played a pivotal role in the integration of TVE (now Hallmark TV) into +500 accounts.▪ Recognized for creativity in strategies to monetize content and strengthen brand awareness. Works closely with research and analytics teams to leverage market insights, uncover new opportunities, and create partner value.▪ Structured and negotiated the first renewal with Cable One (now Sparklight) to include the launch of a new channel.▪ Created in-kind sponsorships with major airlines who offered in-flight branded content and promotions to +40M travelers. Secured the addition of Hallmark Channel to Marriott’s brand standards representing 30 U.S. brands (675,000 hotel rooms and 4,900 hotels).▪ Secured placement of “Countdown to Christmas” video promotions in DirecTV retail stores.▪ Mentor to up-and-coming leaders and new hires, several of whom have advanced into Director-level roles.

Studio City, Ca

Grew distribution of Hallmark Channel and newly launched Hallmark Movie Channel (now Hallmark Movies & Mysteries) with key accounts. Reported to the Vice President of Distribution.▪ Played a pivotal role in transforming the Charter Communications renewal that established full distribution nationwide with this partner. Secured the Mediacom renewal, negotiating expanded distribution.▪ Salvaged the Alaska-based GCI relationship, strengthening credibility across GCI’s +900 fellow co-op member companies.

Los Angeles Metropolitan Area

Led the turnaround of an underperforming sales team responsible for the distribution growth of a rapidly changing portfolio brands, including TV Guide Network (now Pop TV), TV Guide Network On Demand, and TV Guide Online (www.tvguide.com). Managed sales performance across a 25-state territory. Reported to the Vice President of Affiliate Sales.▪ Navigated ongoing change, including numerous corporate ownership and brand changes (e.g., sale of portfolio assets to Macrovision Solutions (now TiVo) and Lions Gate Entertainment).▪ Salvaged at-risk relationships, protecting a base of 26M subscribers (+30% of company total) in the midst of transition and ambiguity. Closed multiservice product deals with Time Warner, Charter Communications, and Cable One.▪ Member of the distribution leadership team that established TV Guide Network as one of the 30 most-widely distributed general entertainment cable channels in the U.S.

Santa Ana, California, United States

Transformed this public sector role, creating a more strategic approach to cross-departmental and public-facing communication on behalf of the County Treasurer & Tax Collector serving the third-most populous county in California. Represented department during community events and industry functions. Member of the executive leadership team that led strategic planning for the department.▪ Established and maintained relationships with hundreds of stakeholders including legislators, statewide elected officials, local officials, business leaders, and interest groups.▪ Pivotal role in the development and orchestration of the Treasurer’s annual conference, attracting +200 attendees.▪ Serving in a governance role, ensured compliance in reporting for the county’s +$6B investment portfolio.