Bringing change to a large, storied organization is a challenge. I was positioned at the center of the transition when Hallmark refocused product development energy toward the digital space. As Creative Director, I was charged with integrating their products within the digital ecosystem and supporting them from a marketing perspective.

I led the talented internal marketing team and the eCommerce team, which had been tasked with supporting all product development teams in the company.

From day one, my top priority was creation of a new Hallmark website. The project scope included implementing a new CMS, eCommerce 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.