Press Releases

Cherry Hill Programs Welcomes People Ops Guru Amita Malhotra!


New Jersey. September 7, 2021: Cherry Hill Programs, the market leader in holiday and souvenir experiential photography, officially welcomes Amita Malhotra to the team, effective 8/16. Amita is the new Director of Human Resources, based in the corporate office location in Marlton, New Jersey.

With over 15 years of Human Resources experience, Amita has extensive expertise in team building, project management, and leadership. With her commitment to communication and transparency in the workplace, Amita will be a huge asset to the company. She will be a huge help in bridging cross department efforts during this pivotal period.

I am very excited to join the team Cherry Hill Programs! It is such a pleasure to be part of Magic family and to collaborate with all the teams on ground.” Amita comments.

As Director of Human Resources, Amita will plan, lead, and direct the People operations policies of the company, ensuring the legal compliance and implementation of Cherry Hill Program’s mission. The position also collaborates with other senior staff to create goals and strategies related to employee recruiting, a massive yearly undertaking for both the Holiday and Souvenir division’s seasonal locations. Amita will help mold all people operations systems and directives, increasing employee retention, return rates, satisfaction, and unity. Her efforts will directly affect the lives of the 522 full time Cherry Hill Programs employees as well as the over 10,000 seasonal employees employed throughout the holiday and tourist seasons.

According to Steve Craig, CEO, “Amita is incredibly intuitive to employee needs. Her focus on detailed systems and employee morale will contribute greatly to our internal programs already in place. She inherently embodies our company’s Mission, Values and Vision, making her the perfect choice for the job!”

Cherry Hill Programs’ Mission, Values and Vision was newly crafted and launched as another means of uniting and integrating the two divisions of Holiday and Souvenir after the 2019 acquisition of Photogenic Inc to the Cherry Hill Programs portfolio.

About Cherry Hill Programs

Cherry Hill Programs delivers unforgettable memories, captured with high-resolution digital images that Guests cherish year after year. In partnership with famous landmarks, attractions, signature shopping centers, and hotel destinations across North America, Cherry Hill Programs delivers millions of experiences annually with iconic backdrops and cityscapes as well as authentic holiday traditions with Santa and Bunny for children and families everywhere. Cherry Hill Programs is the industry-leader in experiential photography, providing virtual, digital, and in-person holiday and souvenir experiences in hundreds of venues across North America. Through a combination of proprietary reservation software, innovative technology, accessible photo download portals and complete photography solution implementation from recruiting and training quality holiday characters, local leadership, and field staff - our mission is simple: to bring magic to every experience.

Click here to read more about Photogenic, the Souvenir Division of Cherry Hill Programs.

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Cherry Hill Programs was acquired by Keystone Capital in December 2015 and Photogenic Inc. was acquired in May 2019.