Since college, Susanne Smith McAvoy has been fascinated with media. After completing an internship at CNN’s newsroom in Washington, D.C., she knew the media industry was her calling. She developed a passion for the field during the first Bush-Clinton election in 1992, igniting her interest in news reporting.
Prior to her current endeavors, McAvoy studied human development at Vanderbilt University in Nashville, Tennessee, from which she earned a Bachelor of Science in 1993.
As a distinguished professional in the marketing and media industry, McAvoy made significant contributions to the field throughout her career. Before retiring, she worked as the head of marketing for Warner Bros. Discovery. From 2019 to 2021, she served as the CMO and senior vice president of marketing, creative, and branded partnerships for the Food Network and the Cooking Channel. McAvoy’s role was also pivotal in creating Discovery Plus, a project that leveraged her extensive experience in finding its success.
McAvoy’s Extensive Work at Hallmark
McAvoy is most renowned for her transformative work at Hallmark Media. Hired in 2009, she began her long-standing association with the entertainment company, holding multiple senior positions. From 2014 to 2018, these included chief marketing officer and executive vice president of marketing, creative, and communications.
During her tenure, McAvoy successfully rebranded Crown Media to Hallmark Media, spearheading the development of beloved franchises such as “Countdown for Christmas,” “Loveuary” (formerly “Countdown to Valentine’s Day”), and “Spring Fling.” These initiatives not only captured the hearts of audiences but also significantly boosted sales and brand recognition. Additionally, McAvoy launched “Hallmark Movies Now,” (now Hallmark+), a streaming service, further expanding the Hallmark brand.
As McAvoy reflects, “People ask me what my biggest achievements are. And I say, ‘Taking Hallmark from a constantly up-for-sale network to being on the map and resulting in it being a Top 10 network.’ Similar to Oxygen when I was there. I remember when Jon Stewart was moderating an event and he said something like, ‘What about Oxygen? Nobody’s watching that network.’ Then, Oxygen came back and that is what it is. I am able to turn brands around, am a strong collaborator and love coming up with new ideas.”
Civic Engagements and Professional Achievements
Apart from her work-related endeavors, McAvoy’s commitment to civic engagement is evident through her involvement with organizations such as St. Thomas More’s Catholic Church, the CurePSP Organization, and the Wave Strong organization.
In light of her contributions, McAvoy has also been recognized with numerous awards, including the Ad Age Woman to Watch in 2016 and multiple times as one of the Most Powerful Women in Cable by Cablefax from 2012 to 2017.
Furthermore, McAvoy was named a Wonder Woman by Multichannel News in 2017, and Cablefax recognized her and her team as the Marketing Team of the Year in 2018.
Impacting Others Through Success
Regarding what she attributes her success to, McAvoy says, “The secret to my success is you treat everyone with respect and fairness. That goes from the guy in the mailroom all the way to the top. It takes hard work and grit. Put yourself in places where you’re happy. If you’re not happy where you are, then do something about it. You are responsible for your path.”
In the future, McAvoy envisions utilizing her skills and passion in the travel, media, and nonprofit sectors. She aspires to actively contribute to meaningful causes and positively impact others’ lives through work with deep personal significance.
