Hallmark Media says its president and chief executive Wonya Lucas is stepping down from the roles by the end of the year.

Lucas joined Hallmark Media as its president and CEO after serving in a similar role with WABE-TV (Channel 30), a public broadcaster owned by Atlanta Public Schools.

Upon her departure, Lucas will remain on the board of directors at Hallmark Media, which the company said will allow it to continue leaning on the executive’s experience and insight.

“I am honored to have led this company and am tremendously proud of the progress we’ve made by creating an evolved entertainment experience that inspires meaningful, emotionally connected moments for our audiences,” Lucas said in a statement on Tuesday. “My passion for the Hallmark brand has grown in deeply rewarding ways and will remain paramount as I continue to help guide Hallmark Media’s future in a more strategically focused capacity.”

During her three-year stint at Hallmark Media, Lucas helped the company forge new partnerships that saw its content distributed across a number of new digital platforms, including Comcast’s Peacock, Google-backed YouTube and Disney’s Hulu.

More recently, Lucas helped facilitate the launch of Crayola Studios as well as a content production pact with MIMO Studio, which is producing the first original series for Crayola. (Hallmark is the parent company of Crayola.)

Lucas will work with Hallmark President and CEO Mike Perry in choosing a new leader for the media division, and will help facilitate a smooth transition prior to her departure.

“Wonya is a multi-faceted industry veteran, passionate brand builder, and consummate strategic leader,” Perry said. “I’m grateful for the important work she has done to bring the expansive foundation of the iconic Hallmark brand to life and am fortunate that her insights will continue to positively impact the future of the business.”