In her new role at Hallmark, Beer will report directly to MD, Steve Wright and will manage many major licensor relationships for the firm.
The new position will also see Beer working with the Hallmark/Tigerprint product development teams on their character/brand portfolio, which includes Forever Friends, Emily Button and Lucy Cromwell.
Beer joins the firm from HarperCollins and has been involved in the industry for 15 years as both a licensee and licensor, having worked at Granada/ITV, Jetix/Disney-XD, Amscan, Warner and BBC Worldwide.
Wright commented: “I am delighted to announce that Melanie Beer will be joining the Hallmark group. Please join me in welcoming Mel to the business.”