Executive Vice President, Pricing, Planning & Revenue Management
Kristen Roberts is executive vice president of pricing, planning, and revenue management for Crown Media Family Networks, home of Hallmark Channel and Hallmark Movies & Mysteries, which is owned and operated by Hallmark Cards, Inc. She is based in New York and reports to Bill Abbott, president and chief executive officer.
In her role, Roberts is charged with the strategic analysis and management of all revenue streams for the company, including ad sales, digital, and distribution, as well as the planning of all revenue generating models for content on both Hallmark Channel and Hallmark Movies & Mysteries. In addition, she works closely with the executive vice president of marketing, creative, and communications, Susanne McAvoy, and executive vice president of programming and network publicity, Michelle Vicary, to identify and optimize cross-platform monetization opportunities.
Previously, as senior vice president of advertising pricing and planning, Roberts collaborated with the finance, traffic, marketing, and programming departments to ensure all advertising opportunities were fully leveraged. She monitored all inventory closely to determine pricing levels and worked with the ad sales team on developing proposals and presentations. Roberts was also responsible for preparing and presenting all post-Upfront reporting and analysis to the sales and finance departments. Additionally, during monthly review meetings, she kept the financial team apprised of all ad sales projections.
Prior to her tenure with Crown Media, Roberts served as an account executive for A&E Television Networks. In this capacity, she participated in Upfront proposals, customizing client presentations,, and maximizing ad sales projects with such clients as GE Corporate and Quick Step. From 2000 – 2002, Roberts was an account executive for Hallmark Channel, during which time she was able to bring in prestigious new advertisers such as General Motors, Outback Steakhouse, Subaru, and Hershey. Roberts began her career with Fox Family Channel.
Roberts has also been named to Cablefax’s list of “Most Powerful Women in Cable” for three consecutive years (2013-2015). She graduated from Villanova University with a bachelor’s degree in business administration and marketing.
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