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.