Directed and managed all aspects of business, brand marketing and product development for Hallmark’s sub-brands.Led cross-functional teams in the development of unique commercialization strategies for each sub-brand, including channel marketing plans, on-line distribution strategies, and in-store experience.Identified need for and guided high functioning team in the development and launch of new card brand targeted at emerging consumers in 20,000 rooftops, exceeding first-year revenue goals.Oversaw the development of exclusive new product innovations and brand strategy for Hallmark’s premium card brand garnering new distribution and incremental revenue of 10 – 20% per rooftop.Championed E2E improvements for 30-year old Shoebox brand including reduced timelines, new cost guidelines and moving production to USA; contributing increase in profit and sales.Built demand-driven approach to product and model line development leveraging shopper insights and digital behavior, resulting in new, localized products and assortments and delivering improved performance.

Led the development, briefing and implementation as the Personalized Marketing Manager for Hallmark’s personalized/CRM, digital marketing strategy and communications plan contributing sales increase and a frictionless digital brand experience. Partnered with cross-functional team in the execution of personalized approach to 1:1 marketing, leveraging loyalty data, consumer segmentation and programmatic media to engage shoppers.Delivered digital first experience with the Hallmark brand, resulting in deeper consumer/brand relationships, positive ROAS, national recognition and strategy adoption from mass customers.Provided strategic business leadership as the Product Manager for Shoebox and Studio Ink product development and commercialization for everyday and seasons, across 40,000 rooftops.Identified growth opportunities that aligned with corporate/customer priorities, authored brand strategy and marketing plans and allocated resources delivering YOY sales increases.Guided cross functional team in model line management, insight development and application, marketplace awareness and pricing aligning to brand growth strategies and improving profitability.

Managed agencies and staff in development of annual integrated marketing plans across unique greetings brands yielding multi-dimensional media strategies and creative that embodied emotional storytelling. Executed all facets of brand development, marketing activation and experiential events, delivering increased brand awareness, national recognition, effective/efficient media usage and positive ROAS.Selected as spokesperson for Signature brand and partnership with Project Runway and NYFW.

Authored new approach to digital marketing that resulted in the implementation of a multi- channel, consumer-led engagement media strategy and the launch of a new, nationwide loyalty/CRM program.Guided cross functional team in the execution of on-going creative and media initiatives, and social growth strategies, resulting in positive ROI, expanded social footprint and double-digit engagement.Managed budget, resource allocation, agencies and E2E execution and analysis of all campaigns.

Accountable for development and execution of multi-million-dollar, co-branded retailer specific annual marketing plans for Hallmark and Walmart that engaged shoppers and influenced buying decisions. Led marketing team in identification and alignment of shopper insights, business objectives, marketing levers and product news/promotions across both brands, delivering ROI and sales.

Led the development of retail specific marketing and promotion strategies for 4,000+ specialty stores.Accountable for new product/promotion development, 1:1 marketing execution, consumer conversions and store level performance.

Managed product portfolio across multiple distribution channels (GM, Supermarket, Pharmacy and Specialty Retail). Responsible for model line management, shopper insights, marketing strategies and profitability.

Managed internal and external teams/agencies in the development of B2B national marketing plan for start-up business including rebranding, marketplace positioning, lead generation, advertising and promotion, email and SEO.