Hallmark
Hallmark: Extending a Legacy Through Storytelling
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At Hallmark’s Corporate Innovation Group, I worked at the intersection of brand strategy and emotional storytelling — aligning consumer insight with meaning to help Hallmark enter new markets, expand into lifestyle segments, and evolve its voice for a changing audience.
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.
My career at Hallmark began within Loyalty Marketing and Hallmark Business Solutions, internal creative teams that operated like in-house agencies. There, I partnered with editors, designers, photographers, and multimedia producers to develop loyalty and relationship-marketing programs for brands such as Purina, State Farm, Wells Fargo, and Nestlé. Together, we created integrated print, digital, and video initiatives designed to deepen connection, deliver value, and build long-term brand affinity.
Within Corporate Innovation, I helped shape brand narratives for initiatives including Hallmark Baby, We Are Family, and Connecting Generations, and contributed to documentary-style campaigns centered on authentic human stories. I also partnered on licensed collaborations with Sarah Jessica Parker, Tina Fey, LIVESTRONG, and others — extending Hallmark’s cultural relevance across retail and global touchpoints.
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.
Alongside my creative leadership, I served two terms as President of Hallmark’s LGBTQIA Employee Resource Group, collaborating with product and marketing teams to advance more inclusive storytelling and broaden representation across categories.
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.