Vice President- Consumer Analytics

Hallmark•Kansas City, MO

2d•Hybrid

About The Position

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. 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. 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. 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.

Requirements

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.
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.

Nice To Haves

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.

Responsibilities

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.