Former CEO of Hallmark and Crayola Joins CEO Coaching International as Partner and Coach
MIAMI, February 26, 2025 – CEO Coaching International, the leading executive coaching firm for growth-focused CEOs and entrepreneurs globally, is pleased to announce Smith Holland as its newest Partner and Coach.
Holland has over 30 years of experience in the wholesale and retail consumer packaged goods industry and is adept at leading teams across the entire supply chain, from creative and product development, manufacturing and distribution, and sales and marketing.
As President & CEO of Hallmark Global, a $2 billion global business with over 20,000 employees, Holland led a massive profitability turnaround, increasing gross margins, restructuring SG&A, and introducing digital transformation strategies that modernized the 100+ year-old brand. His leadership was instrumental in steering the company through COVID-19 while expanding new business models and revenue streams.
At Crayola, a globally recognized brand with $800 million in revenue, Holland spearheaded groundbreaking product innovation that drove record-breaking revenue, profit, and cash flow. His strategy not only expanded market share but also elevated Crayola’s brand equity to all-time highs among both parents and children.
Prior to these roles, Holland also served as President & CEO of Hallmark Canada, where he successfully acquired the No. 3 player in the market through a bankruptcy process and recouped the entire purchase price in less than 12 months.
“Smith has led some of the world’s most recognizable brands through major transformations, delivering extraordinary financial and strategic results,” said Stanford Swinton, CEO of CEO Coaching International. “His deep leadership experience as CEO of multiple global businesses, combined with his expertise in finance, strategy, and innovation, makes him an exceptional addition to our world-class coaching team.”
“I’m excited to bring my experiences as a three-time CEO to CEO Coaching International,” said Holland. “I look forward to working with CEOs and senior executives to help them accelerate growth, navigate complexity, and build lasting value—both in their businesses and in their personal lives.”
Holland holds an MBA from the Northwestern University Kellogg School of Business and an undergraduate business degree from the University of Kansas, where he attended on a football scholarship. He serves as Finance Committee Chair on the Board of Operation Breakthrough, a leading non-profit in Kansas City, MO.
He resides in the Kansas City, MO area with his wife of 32 years, Tina. They have three adult children. Holland is a dedicated athlete who has completed multiple marathons and triathlons.
To schedule a complimentary introduction call with Smith Holland or another one of the CEO Coaching International coaches, visit: https://ceocoachinginternational.com/coach/smith-holland/
About CEO Coaching International
CEO Coaching International works with CEOs and their leadership teams to achieve extraordinary results quarter after quarter, year after year. Known globally for its success in coaching growth-focused entrepreneurs to meaningful exits, the firm has coached more than 1,500+ CEOs and entrepreneurs across 100+ industries and 60 countries. Its coaches—former CEOs, presidents, and executives—have led businesses ranging from startups to over $10 billion, driving double-digit sales and profit growth, many culminating in eight, nine, or ten-figure exits.
Companies that have worked with CEO Coaching International for two years or more have achieved an average revenue CAGR of 31% (2.6X the U.S. average) and an average EBITDA CAGR of 52.3% (more than 5X the U.S. average).
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