Vice President- Consumer Analytics

WHAT THIS ROLE ENTAILS AND HOW YOU'LL CONTRIBUTE

The VP, Consumer Analytics is a senior leader responsible for transforming consumer data into actionable insights and measurable business value across Hallmark Media and Hallmark Product & Retail. This role drives the enterprise-wide data and analytics (D&A) strategy, ensures trusted governance, advances technology capabilities, and fosters a culture where data informs every decision.

What You'll Do

You'll lead the vision and execution of Hallmark's consumer data and analytics strategy, partnering with executive leaders to align priorities and deliver measurable impact. Key responsibilities include:

• Set the Strategy: Define and evolve the enterprise D&A vision and outcomes in collaboration with senior leadership.
• Build the Operating Model: Create a scalable ecosystem and delivery approach that spans media, product, and retail.
• Lead the Data COE: Oversee data assets and analytics (including AI/ML) and manage a centralized Data Center of Excellence.
  
  
  
  • Maintain authority and accountability for the data assets, and of the analytics used for decision making, including AI and machine learning strategies and solutions, that automate decisions and augment human performance. Create and oversee a centralized data center of excellence including data management and data engineering services for sharing certified data products to ensure quality, traceability, timeliness, usability and cost-effectiveness.
  • Oversee delivery models, methods and practices for creation of data and analytics to ensure consistent application and use of data and analytics solutions and services, including data science.
  
  
  
  

• Advance Technology & Governance: Align platforms with IT standards, implement governance and privacy processes, and ensure compliance with global regulations.
  
  
  
  • Understand regulatory requirements, relevant data protection laws and regulations, such as GDPR, EU AI Act and CCPA, VPPA, and industry-specific standards. Ensure the organization's data practices are compliant, in collaboration with legal and compliance.
  • Oversee the ethical and responsible use of data and algorithms used for artificial intelligence, analytics and automated decision making. Establish guidelines and practices that prevent misuse of data and protect individual privacy, beyond regulatory and compliance requirements.
  
  
  
  

• Develop Talent & Culture: Scale data literacy and lead transformation efforts to mature enterprise D&A capabilities.
• Tell the Story: Deliver clear, executive-ready insights that connect consumer signals, financials, and operational data into actionable recommendations.

How You Lead

Success in this role requires strategic vision, executive presence, and the ability to influence at all levels. You'll:

• Model a culture of collaboration and innovation.
• Champion emerging technologies like AI, ML, and predictive analytics.
• Navigate ambiguity with confidence and resilience.
• Translate complex analytics into compelling stories that inspire action.

What Sets You Up for Success

To thrive in this role, you'll bring a combination of deep technical expertise and strong leadership skills that enable you to influence at the highest levels and drive a data-driven culture across the enterprise. Specifically:

• Deep expertise in consumer data, analytics, and governance across complex ecosystems.
• Proven track record building enterprise D&A strategies and high-performing teams.
• Experience overseeing AI/ML solutions and responsible data practices.
• Strong ability to partner with senior leaders and translate data into strategic decisions.
• Passion for developing talent and scaling a data-driven culture.

BASIC QUALIFICATIONS

The following is required to be considered for this role:

• Bachelor's degree
• At least 10 years of professional work experience in business management, legal, finance, data, analytics, or information technology, at or near the executive level.
• At least 5 years of progressive leadership and data literacy experience, including leading cross-functional teams, multidisciplinary environments and enterprise-wide data and analytics programs.

PREFERRED QUALIFICATIONS

Your resume will stand out if you have:

• Broad business experience across various functions and departments, reflecting a keen understanding of how strategies and processes connect and operate to achieve company goals.

• Bachelor's degree in business administration, technology, engineering, mathematics, computer science, data science, or information systems.

• Experience within the consumer goods industry, including an understanding of unique challenges, market dynamics, customer, and consumer needs; able to leverage relevant industry expertise to drive value against company priorities.
• Experience in integrating complex, cross-corporate processes and information strategies, and/or designing strategic metrics and scorecards.
• Ability to operate and influence effectively across the organization and within complex contexts.
• Strategy and management consulting experience.
• Understands regulatory requirements, relevant data protection laws and regulations, such as GDPR, EU AI Act and CCPA, VPPA, and industry-specific standards. Ensures the organization's data practices are compliant, in collaboration with legal and compliance.
• Expertise in Cloud platforms and Modern Data Architecture (e.g., data lakes, real-time data streaming)
• Experience in Advanced Analytics, including predictive modeling and statistical analysis.
• Experience and accountability for regulatory compliance and ethical AI practices.

ADDITIONAL DETAILS

• 
  
  This role is incentive/bonus eligible. Specific details will be discussed during the interview process.
  
  
• This position offers a hybrid work arrangement, giving you the best of both worlds- collaborating in person at our Kansas City, MO office and enjoying the flexibility of working remotely.

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 over 100 years, Hallmark has helped people connect and strengthen the relationships that matter most. Today, we're building the next century of connection- blending the warmth of in-store experiences with the ease of digital innovation.

We're looking for empathetic learners, strategic thinkers, and enthusiastic visionaries from all backgrounds to help shape what's next. If you're ready to bring fresh ideas and energy, we'd love to have you on the team!

At Hallmark, you'll feel welcomed from day one- whether you're remote, hybrid, or in-office. We'll tap into your strengths, offer leadership opportunities, and support your growth every step of the way.

Our culture is rooted in care and inclusion. We celebrate diverse perspectives and actively seek out new voices- like yours- to help us grow and evolve. Let's imagine the future of Hallmark together!