Direct to Consumer Category Business Director

WHO WE ARE

At Hallmark, we're transforming how customers discover, shop, and engage with our products online. Hallmark Digital leads the company's direct-to-consumer ecommerce strategy, creating seamless experiences that connect inspiration, content, products, and customer relationships across Hallmark.com and related digital platforms.

Our team brings together merchandising, content, analytics, digital experience, and operations to create engaging shopping experiences that drive growth while helping people build and celebrate meaningful relationships every day.

WHAT THIS ROLE ENTAILS AND HOW YOU'LL CONTRIBUTE

We're looking for a strategic, customer-focused leader to build, grow, and lead best-in-class direct-to-consumer businesses across key Hallmark categories.

In this role, you'll shape the vision and strategy that brings Hallmark's products and brand to life online. You'll lead a team of digital merchandising professionals while partnering closely with Marketing, Product Management, UX, Analytics, Content, and Fulfillment teams to create shopping experiences that are intuitive, engaging, and highly relevant for our customers.

Success in this role means balancing long-term strategy with day-to-day business performance. You'll leverage customer insights, market trends, data, and innovation to drive ecommerce growth, enhance customer experience, and deliver strong business results.

This is an exciting opportunity for a leader who enjoys building teams, developing strategy, influencing across functions, and driving measurable business impact.

Key Responsibilities include:

Lead and Develop High-Performing Teams

• Inspire, coach, and develop a team of Digital Merchants and cross-functional partners.
• Foster a culture of accountability, curiosity, innovation, and continuous learning.
• Build strong relationships across Hallmark to align teams around shared goals.
• Remove obstacles and enable individuals and teams to perform at their best.

Define and Execute Ecommerce Strategy

• Develop and lead multi-year ecommerce growth strategies for assigned categories and businesses.
• Align business objectives, brand priorities, customer needs, and market opportunities.
• Drive category, assortment, pricing, and promotional strategies that support revenue and profitability goals.
• Ensure Hallmark delivers best-in-class online shopping experiences that differentiate us from competitors.
• Lead digital merchandising strategies at both category and product levels to maximize conversion, customer engagement, and average order value.

Drive Data-Informed Growth

• Leverage customer, market, and performance data to identify opportunities and improve business outcomes.
• Monitor key ecommerce performance metrics, including traffic, conversion, product performance, and customer behavior.
• Translate insights into actionable recommendations and strategic business decisions.
• Partner with Analytics teams to continuously optimize the customer journey.

Partner Across the Organization

• Collaborate closely with Marketing, Product, UX, Content, Inventory, Catalog, and Fulfillment teams.
• Align customer acquisition, merchandising, and commercialization strategies to support business growth.
• Ensure new product launches and key initiatives are successfully brought to market online.
• Influence decisions across multiple functions through strong communication and strategic leadership.

Shape Content & Customer Experience

• Help define content strategies that improve product discovery and conversion.
• Partner with content, creative, and product teams to ensure product presentation supports an exceptional customer experience.
• Guide development of digital assets, including photography and merchandising content, that strengthen customer engagement.

Deliver Financial Results

• Own ecommerce business performance and achievement of revenue and profitability goals.
• Apply strong business and financial acumen to planning and decision-making.
• Manage forecasting processes and partner with inventory and fulfillment teams to ensure operational readiness.
• Monitor business performance and adjust strategies to maximize growth opportunities.

BASIC QUALIFICATIONS

The following is required to be considered for this role:

• Bachelor's degree in business, Marketing, Finance, Management, Product Development, or a related field and/or equivalent professional work experience.
• 5+ years of experience in ecommerce, digital business, product development, merchandising, marketing, or a related area.
• Experience leading and developing teams.

PREFERRED QUALIFICATIONS

Your resume/application will stand out if you have:

• 7+ years of progressive business leadership experience.
• Strong background in product, brand, or digital marketing, ideally within consumer products or retail environment.
• Experience translating customer insights and market trends into successful business strategies.
• Proven success driving revenue growth and profitability through product commercialization and digital experiences.
• Experience leading digital product, ecommerce, or user experience initiatives.
• 3+ years of experience managing high-performing teams.
• Demonstrated ability to develop and execute multi-year business strategies.
• Experience in product management, product development, customer engagement, and ecommerce growth.

ADDITIONAL DETAILS

• This position offers a hybrid work arrangement, giving you the best of both worlds: collaborating in person at Hallmark headquarters Kansas City, MO and enjoying the flexibility of working remotely. Some team meetings are in person.
• This role is eligible for Hallmark's Annual Incentive Plan. More information will be shared during the interview process.
• Hallmark is committed to recognizing and rewarding performance. Employees are eligible for annual merit-based increases, aligned with individual and company performance.
• In alignment with our culture of care, Hallmark offers a competitive benefits package, including medical, dental and vision plans, paid time off, 401K with company match, and profit-sharing.

Now's your chance to embrace a future with Hallmark-just follow the instructions below to apply.

You must show how you meet the basic qualifications in a resume or document you upload, or by completing the work experience and education application fields. Accepted file types are DOCX and PDF.

In compliance with the Immigration Reform and Control Act of 1986, Hallmark Cards, Inc. and its subsidiary companies will hire only individuals lawfully authorized to work in the United States. Hallmark does not generally provide sponsorship for employment.

Employment by Hallmark is contingent upon the signing of the Employment Agreement, signing of an agreement to arbitrate in connection with the Hallmark Dispute Resolution Program, completing Form I-9 Employment Eligibility Verification, passing the urinalysis drug screen, education verification and satisfactory reference and background checks.

Hallmark is an equal opportunity employer. All qualified applicants will be considered for employment without regard to race, color, religion, sex, age, pregnancy, national origin, physical or mental disability, genetics, sexual orientation, gender identity, veteran status, or any other legally-protected status. Principals only please.

HALLMARK - Because Connecting With Each Other Has Never Been More Important

For more than a century, Hallmark has been bringing people together and improving the relationships that matter most. That's why millions of people all over the world connect with the Hallmark brand. It has always been a mission so much bigger than any one of us who work here. Today, we need empathetic learners, strategic thinkers, and enthusiastic visionaries with diverse experiences and skills to help us create the rest of Hallmark's second century as we shift to a more digitally savvy, unified approach that combines the best of brick-and-mortar retail with the efficiency of dot-com spaces. Help us imagine what our next hundred years could look like!

When you join Hallmark, we will go out of our way to make you feel like part of the team, even in a remote/hybrid work environment. In the day-to-day, we'll make the best use of the skills and talents you already have. We'll also give you leadership opportunities and show you multiple potential pathways to future success.

Our culture of care for our consumers and for one another shows in the way we embrace different backgrounds, identities, and working styles, deliberately seeking out ways to be more inclusive both internally among our work groups and externally through the things we make and sell to our retail partners and consumers. We believe that a broadly inclusive, equitable approach is also our best path to future success. We're seeking out those who can bring a fresh perspective to our business and would love your input as someone new to our team! We can only change and grow when we intentionally include new perspectives-like yours.