licensed properties
character development, creating & maintaining voice and tone
As Senior Editorial Director for Hallmark Licensing, I worked with licensors including Disney/Pixar/Lucasfilm, Warner Bros., Peanuts, DreamWorks, NBC, SONY, and more.
I partnered with an Art Director to lead a team of designers, writers, and editors in developing licensed products that met the strategic objectives of our licensors while also appealing to the Hallmark consumer. Projects included greeting cards, home décor, Keepsake ornaments, books, plush, stationery, and other gift formats.
Expanding Consumer Base
Expanded consumer base for licensed cards by developing strategic concepts for adult recipients. Wrote and directed creation of meaningful, heartfelt sentiments to improve relevance for fans and casual shoppers. Increased sales for key licensors.
Kids
As Senior Editorial Director for the Kids Greetings team, partnered with Art Director to lead teams in developing kids' cards that were relevant, meaningful, and appealing to both the kids and the person sending the card. Eliminated gender-specific language on many of our cards, so a child's love of a certain property wouldn't be restricted by gender.
