I developed and led Hallmark’s TikTok strategy, establishing the brand’s voice on the platform through trend-driven storytelling, creative experimentation, and genuine community engagement. Bringing a 100+ year-old legacy brand to life on a modern platform was both a creative challenge and a strategic opportunity; one that involved not only reimagining Hallmark’s presence for a new generation, but also building stakeholder confidence in the value of investing in emerging digital spaces.

Hallmark needed to connect with a new audience on a new platform without losing the warmth and authenticity the brand is known for. The goal was to create a strategy that felt culturally fluent and fun, again, while staying true to Hallmark’s legacy.

• Built Hallmark’s first TikTok strategy framework grounded in trend responsiveness, emotional storytelling, and community building.

• Created regular trend reports and collaborated with key marketing partners to build out agile, timely content calendars.

• Partnered with internal creative, product, and marketing teams to select featured items, shape narratives, and direct content direction.

• Wrote creative briefs, directed video shoots, and produced content on lean budgets; including hands-on filming and editing of short-form videos.

• Collaborated with editorial teams to develop platform-native captions, adapt brand voice for TikTok, and balance cultural trends with core brand messaging.

• Grew Hallmark’s TikTok following from 0 to over 196K followers and 560K+ likes organically.

• Successfully positioned Hallmark as a culturally relevant and emotionally resonant brand for a new generation of consumers.

• Built internal buy-in across teams by demonstrating measurable impact and long-term value of investing in emerging social platforms.