Hallmark
Hallmark: Extending a Legacy Through Storytelling
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At Hallmark’s Corporate Innovation Group, I worked at the crossroads of brand strategy and emotional storytelling. My focus was on aligning consumer insights with meaning — helping Hallmark explore new markets, extend into lifestyle segments, and modernize its voice.
Innovation at the Intersection of Emotion and Strategy
Led a cross-functional creative team to craft the pitch presentation that helped Hallmark win a long-term partnership with Product(RED), paving the way for global campaigns and new product lines.
Combined strategic expertise with advocacy — guiding Hallmark’s LGBTQIA product initiatives through both my brand strategist role and leadership of the LGBTQIA employee resource group.
Before joining the Corporate Innovation Group, my Hallmark career began within Loyalty Marketing and Hallmark Business Solutions — internal creative teams that functioned like in-house agencies. In those roles, I worked collaboratively with editors, designers, photographers, and multi-media producers to develop loyalty and relationship-marketing programs for partners including Purina, State Farm, Wells Fargo, and Nestlé. Together, we created print, digital, and video content designed to strengthen customer connection, deliver meaningful value, and nurture long-term brand loyalty.
I helped shape brand narratives for initiatives like Hallmark Baby, We Are Family, Connecting Generations, and directed human-centered, documentary-style campaigns that captured authentic stories of connection. I also partnered on licensed collaborations with Sarah Jessica Parker, Tina Fey, LIVESTRONG, and more — extending Hallmark’s reach into cultural and retail touchpoints both in the U.S. and abroad. Alongside this work, I co-led DEI efforts through the LGBTQIA Employee Resource Group, advancing inclusive product strategies that reflected a wider range of voices.
As part of Hallmark’s Creative Brand & Essencing team, helped assess and align Sarah Jessica Parker’s design sensibility with Hallmark’s brand DNA — ensuring a cohesive partnership and product story.
Brought the Hallmark + LIVESTRONG partnership concept to life through storyboarding, copywriting, animation, and video editing.
Led the creative development of a multicultural pitch video for Hallmark’s proposed Target Baby partnership — from storyboarding and direction to production with Hallmark’s in-house studio.
My time at Hallmark taught me that brand strategy and thought leadership can be a force for emotional well-being — not just for consumers, but for communities. Each campaign, each collaboration, was really about helping people feel seen and connected.
Storyboarded and directed a film for “The New Norm” campaign featuring Vanessa and her family — highlighting the beauty of a multi-racial, LGBTQIA household and the universality of love and connection.
Directed and co-wrote a “The New Norm” story featuring Ashlee and her bicultural (White + Hispanic) family — capturing the shared emotions that connect us across cultures.