Direct to Consumer Category Business Director

Hallmark•Kansas City, MO

1d•Hybrid

About The Position

At Hallmark, we're transforming how customers discover, shop, and engage with our products online. Hallmark Digital leads the company's direct-to-consumer ecommerce strategy, creating seamless experiences that connect inspiration, content, products, and customer relationships across Hallmark.com and related digital platforms. Our team brings together merchandising, content, analytics, digital experience, and operations to create engaging shopping experiences that drive growth while helping people build and celebrate meaningful relationships every day. We're looking for a strategic, customer-focused leader to build, grow, and lead best-in-class direct-to-consumer businesses across key Hallmark categories. In this role, you'll shape the vision and strategy that brings Hallmark's products and brand to life online. You'll lead a team of digital merchandising professionals while partnering closely with Marketing, Product Management, UX, Analytics, Content, and Fulfillment teams to create shopping experiences that are intuitive, engaging, and highly relevant for our customers. Success in this role means balancing long-term strategy with day-to-day business performance. You'll leverage customer insights, market trends, data, and innovation to drive ecommerce growth, enhance customer experience, and deliver strong business results. This is an exciting opportunity for a leader who enjoys building teams, developing strategy, influencing across functions, and driving measurable business impact.

Requirements

Bachelor’s degree in business, Marketing, Finance, Management, Product Development, or a related field and/or equivalent professional work experience.
5+ years of experience in ecommerce, digital business, product development, merchandising, marketing, or a related area.
Experience leading and developing teams.

Nice To Haves

7+ years of progressive business leadership experience.
Strong background in product, brand, or digital marketing, ideally within consumer products or retail environment.
Experience translating customer insights and market trends into successful business strategies.
Proven success driving revenue growth and profitability through product commercialization and digital experiences.
Experience leading digital product, ecommerce, or user experience initiatives.
3+ years of experience managing high-performing teams.
Demonstrated ability to develop and execute multi-year business strategies.
Experience in product management, product development, customer engagement, and ecommerce growth.

Responsibilities

Lead and Develop High-Performing Teams: Inspire, coach, and develop a team of Digital Merchants and cross-functional partners. Foster a culture of accountability, curiosity, innovation, and continuous learning. Build strong relationships across Hallmark to align teams around shared goals. Remove obstacles and enable individuals and teams to perform at their best.
Define and Execute Ecommerce Strategy: Develop and lead multi-year ecommerce growth strategies for assigned categories and businesses. Align business objectives, brand priorities, customer needs, and market opportunities. Drive category, assortment, pricing, and promotional strategies that support revenue and profitability goals. Ensure Hallmark delivers best-in-class online shopping experiences that differentiate us from competitors. Lead digital merchandising strategies at both category and product levels to maximize conversion, customer engagement, and average order value.
Drive Data-Informed Growth: Leverage customer, market, and performance data to identify opportunities and improve business outcomes. Monitor key ecommerce performance metrics, including traffic, conversion, product performance, and customer behavior. Translate insights into actionable recommendations and strategic business decisions. Partner with Analytics teams to continuously optimize the customer journey.
Partner Across the Organization: Collaborate closely with Marketing, Product, UX, Content, Inventory, Catalog, and Fulfillment teams. Align customer acquisition, merchandising, and commercialization strategies to support business growth. Ensure new product launches and key initiatives are successfully brought to market online. Influence decisions across multiple functions through strong communication and strategic leadership.
Shape Content & Customer Experience: Help define content strategies that improve product discovery and conversion. Partner with content, creative, and product teams to ensure product presentation supports an exceptional customer experience. Guide development of digital assets, including photography and merchandising content, that strengthen customer engagement.
Deliver Financial Results: Own ecommerce business performance and achievement of revenue and profitability goals. Apply strong business and financial acumen to planning and decision-making. Manage forecasting processes and partner with inventory and fulfillment teams to ensure operational readiness. Monitor business performance and adjust strategies to maximize growth opportunities.