Alexandra Smith has served as director of programming for Hallmark Channel, Crown Media Family Networks, since 2011. Crown Media Family Networks, home of Hallmark Channel and Hallmark Movie Channel, is owned and operated by Crown Media Holdings, Inc.
In this position, Alexandra has played an instrumental role in the execution of all aspects of strategy and scheduling for the networks and works as part of a team to enhance programming and brand initiatives across both networks. She is responsible for managing the day-to-day process of implementing original movies and series to on-air. Alexandra played a key role in the launch of Hallmark Channel’s first original scripted series, "Cedar Cove" starring Andie McDowell, on the network. She works closely with department heads of programming, original movie development, and scheduling and acquisitions, in order to effectively develop and execute the network’s goals.
Since coming to Hallmark, Alexandra has implemented successful programming strategies to enhance the power of the Hallmark brand and drive overall ratings and revenue success and has acted as representative and liaison for the company at industry events and meetings involving content acquisition and strategic partnerships.
Alexandra received a Bachelor’s Degree in American Studies from the University of California – Santa Cruz and while attending, volunteered as a mentor and counselor for at-risk youth on probation. Subsequently, Alexandra volunteered with Comcast Cares, working with teams to renovate schools in need throughout the Los Angeles Unified School District. Other volunteer experience has included Los Robles Hospital & Medical Center and the AIDS Quilt.
A native to Southern California, Alexandra was previously manager of international program planning and acquisitions at NBCUniversal, Inc. She has also held positions at Tangerine Global; Tennis Channel; Lief, Cabraser, Heimann & Bernstein, LLP; and Irell & Manella, LLP.