Bringing change to a large, storied organization is a challenge. Matt was positioned at the center of the transition when Hallmark refocused product development energy toward the digital space. As Creative Director he helped integrate their products within the digital ecosystem and supported them from a marketing perspective.

Matt led a talented internal creative team in day-to-day digital marketing efforts and supported the core e-commerce team (Hallmark Digital), which had been tasked with supporting all product development teams in the company.

From day one, Matt’s top priority was creation of a new Hallmark website. The project scope included implementing a new CMS, e-commerce engine, site architecture, visual design and front-end code toolkit. In practical terms, this really meant everything was being redone from the ground-up.

The project was scheduled to launch in the beginning of Q4—the biggest quarter of the year for the company. Upon launch, shopping cart conversion rates shot up 233% over the previous website; they remained in that range until he left the company.