The context Hallmark had a presence on social — but it was ungoverned, inconsistent, and misaligned with the brand's emotional identity. Meanwhile, a new generation of consumers was forming their relationship with brands entirely through social channels. The opportunity was clear: build something intentional, build it fast, and make it feel unmistakably Hallmark.

The role I was enlisted by Hallmark's Trends Studio to pilot a new creative discipline — social content creation for the parent brand. What started as a pilot grew into a full studio. I helped build the team, the model, the processes, and the creative standards from the ground up — eventually leading a multidisciplinary studio responsible for content strategy and creative production across seven Hallmark brands.

The impact Built a creative capability that didn't exist before — and left it with the team, the tools, and the standards to sustain it. Helped one of America's most iconic consumer brands find its voice in a new medium without losing what made it iconic in the first place.