Hallmark Business Connections is the B2B division of Hallmark Cards, Inc. We help businesses build and strengthen relationships with their customers and employees to drive engagement, loyalty, and advocacy.

As Product + Marketing Creative Director, I lead both the left- and right-brain aspects of creative development for HBC.

Working closely with leaders across functions and managing a team of 15, I ensure strategies and executions are aligned with our sales, marketing, creative, product, technology, finance, and supply chain initiatives.

This job is a sweet combination of art and science, of big brand power and entrepreneurial grit.

Leading business development and strategy on multiple brand and product launches; helping clients get to know their audiences and articulating their brand stories in beautiful, memorable ways

Leading execution of branding and marketing projects including websites, print and digital advertising, print collateral, social media marketing, email marketing, videos, PR events

Led editorial and art direction of Hallmark's North America brand marketing to support consistent brand strategy, voice, and visual communication across channels and tactics

Led 1-to-1 marketing campaigns that drove traffic and increased transactions at Hallmark Gold Crown stores and helped launch the first of Hallmark’s new concept stores “HMK”

Led new cross-channel brand CRM program Hallmark Card Rewards and directed creative strategy and executions for Hallmark Gold Crown's "Crown Rewards" store loyalty program

Collaborated with writers, editors, designers, art directors, group creative directors, SVPs, brand managers, business and marketing partners to strategize, frame and debate, and to develop and deliver brand design and marketing campaigns supporting multiple product categories, consumer targets, and retail customers

Co-owned and co-directed this boutique marketing agency with Jelina Saurenman and our staff of designers, writers, stylists, and photographers

Our business was built around the fashion industry trade show giant MAGIC and their need for branding, marketing campaigns, emerging designer showcases, and the need for ongoing engagement of buyers and manufacturers in an industry that thrives on originality, speed to market, and entrepreneurial instincts.

Pitched accounts and campaign concepts; led editorial strategy and execution throughout

Named, created, and produced emerging designer showcases for MAGIC to house Streetwear brands like Crooks N Castles, FiveFour, Mishka, and Block Headwear and to feature Premium contemporary design brands like 1921.

Generated creative concepts for fashion events at Las Vegas hotels and led editorial work on event invitations, ads, and signage

Named, edited, conducted interviews, and wrote stories for fashion magazine Show & Tell

Targeted celebrities, stylists, and media for client product placement tactics

Wrote campaign advertising, website content, and blog for Block Headwear

Helped brand and launch the LA Fashion Awards

Collaborated to develop Design Tonic’s identity system and self-promotion pieces

Handled sales inquiries, wrote proposals and budgets, worked with bookkeepers and accountants

Helped create concepts for client events such as Nintendo’s celebrity lounge at the MTV Video Music Awards and the People’s Choice Awards official after party

Worked with SVP Kevin Hooks to develop “Nu*Voice” a spoken word tournament event package for State Farm, inviting students from Historically Black Colleges & Universities to participate in a weekend competition and celebration of speech and debate

Worked with Blue Marlin Clothing on product placement strategy and celebrity outreach

Wrote proposals, presentations, the company’s website, and monthly client status reports

Worked with clients and partners to identify business challenges, devise targeted marketing solutions, detail budgets and timing, and lead editorial on all projects and overall communications

Developed creative briefs and wrote original copy for print advertising campaigns, naming and tagline explorations, brochures, event invitations, websites, and product packaging

Directed freelance writers and proofreaders to publish brochures, direct mail, and magazine

Helped launch "Personal Choice Cruising" program for Princess Cruises

Wrote copy for the agency's website and promotional pieces

Developed creative strategy and led editorial work on ad campaigns, naming and tagline explorations, event invitations, web sites, and product packaging.

Led strategy and editorial direction for Nike's LA regional marketing efforts for about a year.

Met with prospective clients to present agency portfolio, discuss business objectives, define project parameters, establish budgets and schedules, and negotiate payment terms

Led editorial strategy for the company's web site, annual report, and proposals to affinity partners

Wrote copy for magazine ads, radio commercials, brochures, direct mail promotions, consumer packaging

Wrote proposals to acquire new business for Internal & External Communication (IEC), a leading interactive software development agency in El Segundo, CA.

Partnered with creative teams, account managers, software developers, and agency principals to pitch and kick off projects for brands like Lexus and FedEx.

Led editorial strategy and wrote copy for in-store experiences and consumer product packaging for brands like Nokia and Kenwood.

Worked with client partners to write pitches for Star Wars and Star Trek master toy licensing contracts.

Wrote content for this interactive software development firm. They were a start up and focused on developing "edutainment" experiences for teens, making it fun to learn technical skills for sports like snowboarding and in-line skating.

I worked with this publisher and their artists to generate instructional art books and software and to market the products to retailers.

Walter Foster Publishing jumped into digital art instruction early, collaborating with the makers of Painter software to create Dabbler. I had the privilege of participating in beta testing.