HALLMARK CREATIVE + BRAND STRATEGY

THE COMMON THREAD:

Reflecting on my 11 years at Hallmark, I gained a diverse range of skills and experiences. But what truly ties it all together is my commitment to blending emotional intelligence, empathy, and a deep understanding of universal human experiences — all guided by integrative thinking — to CREATE MEANINGFUL SOLUTIONS.

MY WORK:

At Hallmark’s Corporate Innovation Group, my creative and brand strategy work was all about crafting solutions that stayed true to the brand’s vision while connecting emotionally and culturally.

My projects varied — sometimes leading diverse teams to bring a vision to life, other times diving deep into research and problem-solving solo. Every project called for thoughtful leadership. I worked on things like:

  • Concept development and pitching

  • Leading brainstorms and cross-functional collaboration

  • Research on products, brands, trends, and consumer insights

  • New business development and partnership assessments

  • Strategic presentations to gain stakeholder buy-in

  • Creative direction for product lines, photography, and video

  • Brand positioning and strategy for multiple brands and sub-brands

  • Public speaking to share ideas and initiatives internally

  • Consulting on PR matters impacting the brand

On the diversity front, I served three years leading Hallmark’s LGBTQ+ Employee Resource Group (HERE), including roles as Co-Chair and Chair. Highlights include:

  • Creating Hallmark’s first corporate LGBT display with stories and photography

  • Producing and directing the “It Gets Better” video to support LGBT youth

  • Driving initiatives for high Human Rights Campaign Corporate Equality scores

  • Collaborating on “The Business Case for Diversity & Inclusion” rollout

  • Leading “The New Norm” empathy-driven presentation series for 1,200+ employees

  • Advising PR on LGBT communications and media issues

  • Honored with the CEO’s “Walking the Talk” Award for diversity leadership

MY REACH:

HALLMARK BRANDS, SUB-BRANDS, & CATEGORIES:

  • Hallmark, Inc.

  • Hallmark Gold Crown

  • Hallmark International

  • Hallmark Design Collection

  • Hallmark Baby

  • Hallmark Pets

  • Hallmark Loyalty Marketing

  • Hallmark Business Connections

  • Hallmark Channel

  • Hallmark Jewelry

  • Hallmark + Faith

  • Hallmark + Humor

  • Hallmark + Home

  • Hallmark + Pets

  • Hallmark + Celebrity

  • HMK

  • Sunrise Greetings

  • SpiritClips

  • DaySpring

  • ShoeBox

  • Sinceremente

  • 5 Points

  • Easy Tiger

 

BRAND PARTNERSHIP PROJECTS, PITCHES, & ASSESSMENTS

  • Target

  • Walmart

  • CVS

  • Walgreens

  • Product(RED)

  • Livestrong

  • State Farm

  • Barnes & Noble

  • Wells Fargo

  • Sea World

  • Discovery Cove

  • Busch Entertainment

  • Nestle

  • Purina

  • Family Christian Bookstores

  • St. Jude

  • Fashion Angels

  • Oprah's O You! Event

 

HALLMARK PROPERTIES AND PARTNERSHIPS:

  • Hoops & Yoyo

  • Hello Kitty

  • Rainbow Brite

  • UNEEKS

  • Mateo & Abigail

 

HALLMARK CELEBRITY PARTNERSHIPS:

  • Sarah Jessica Parker

  • Tina Fey

  • Other celebrities and designers