Smith Holland has over 30 years of experience in the wholesale and retail consumer packaged goods industry. He served as President & CEO of three businesses including Crayola, Hallmark Global, and Hallmark Canada, with revenues ranging from $125 million to $2 billion.
He has extensive experience leading teams across the entire supply chain from creative and product development, manufacturing and distribution, and sales and marketing.
Before becoming CEO, Smith was a CFO and has managed all aspects of Finance including mergers and acquisitions, planning and reporting, accounting, benefits, and business unit financial support.
As a coach, Smith leverages a unique blend of technical expertise, work experience, and people leadership instincts to work with clients to create value. Smith has worked in and partnered with companies of all sizes and excelled in a long career working for a privately held, third-generation family-owned company.
Professional Highlights:
- President & CEO of Hallmark Global, a global business with $2 billion in revenue and over 20,000 employees. During Smith’s tenure, the business significantly increased profitability by increasing gross margins, restructuring SG&A, and adding new digital capabilities and business models to a 100+ year old legacy business – all while steering through COVID.
- CEO of Crayola, a global business with $800 million in revenue. Delivered new highs in revenue, profit, and cash flow through a strong focus on new product innovation that increased market share and resulted in Crayola brand equity achieving record levels with both moms and kids.
- President & CEO of Hallmark Canada, a $125 million business. Acquired the #3 player in the market from a bankruptcy process and returned the entire purchase price in under 12 months.
Smith has an MBA from the Northwestern University Kellogg School of Business and an undergraduate business degree from the University of Kansas, which he attended on a football scholarship. He is currently on the Board of Operation Breakthrough, a leading non-profit in Kansas City, MO., where he serves as the Finance Committee chairperson.
Smith loves sports and is an avid exerciser and has completed multiple marathons and triathlons. He has been married to his wife Tina for 32 years and they are parents to three adult children. He resides in the Kansas City, MO area.