Care by Hallmark helps organizations build stronger customer relationships through thoughtful, personalized greetings and meaningful moments of appreciation. As Creative Director, I guided my creative team in developing product collections and marketing support that equipped customer care teams with authentic ways to express empathy, encouragement, appreciation, and support, bringing Hallmark’s legacy of emotional storytelling into every interaction

Connect by Hallmark is a curated collection of customizable Hallmark products that helps businesses create meaningful touchpoints all year long. My role was leading the creative development of new product lines and refreshing existing collections, from greeting cards and stationery to flowers, chocolates, gifts, and keepsakes. Every collection was designed to feel unmistakably Hallmark while giving organizations more ways to celebrate, recognize, and connect with the people who matter most.

Break Through combines the emotional impact of a Hallmark greeting card with the reach and measurability of direct mail. My creative team develops custom greetings, inserts, and campaign materials tailored to each client’s brand, audience, and business goals.

As Creative Director, I lead the work from early strategy and concept development through design, editorial partnership, personalization, versioning, and final production. Programs can range from a single customer touchpoint to large, ongoing campaigns with multiple card designs, messages, languages, audience segments, and offers.

At Hallmark Business Connections, I lead the creative team for print programs, digital platforms, and large scale client experiences used by millions of people every year. My work blends brand, design, and technology to turn complicated business needs into things that feel clear, useful, and human.

I work closely with product, sales, marketing, and leadership teams to build systems that actually hold up, from personalized experiences, to campaigns, templates, and customer journeys. Whether it is a single message or a national rollout, the goal is always the same, make it feel intentional, on brand, and easy to use.

Below are a few of the video greetings and explainer videos I have directed. It ranges from live action to animation.

As Creative Director, I oversee the entire staff of Associate Art Directors, Designers, and Production Designers for our creative staff. Using custom-designed Hallmark eCards to engage customers and achieve superior open rates, our team created custom cards with the perfect merge of their brand and the Hallmark experience. These campaigns helped boost response rates with warmer, more meaningful tactics.