Director- Consumer Marketing Analytics

Hallmark Cards; Kansas City (MO); Hybrid; USD 150,000 - 210,000; Full time

Benefits offered by this job

Hybrid work arrangement

Annual Incentive Plan

Merit-based increases

Competitive benefits package

Job summary

Hallmark Cards in Kansas City, MO is seeking a Director of Consumer Marketing Analytics to lead marketing measurement and customer analytics across Hallmark Media and Product & Retail businesses.

In this high-visibility role, you will transform data into insights that influence strategy, optimize marketing investments, and drive meaningful business growth. You'll help answer what's working, why, where to invest next, and how to connect with consumers at scale.

Qualifications

• Bachelor’s degree or 4 years of professional work experience.
• 8+ years of experience in marketing analytics, customer analytics, business analytics, statistics, mathematics, engineering, or related disciplines.
• Experience leading analytics initiatives while remaining hands-on.
• Experience developing measurement frameworks and translating insights into business recommendations.
• Experience with SQL, data exploration, and analytical tools.

Responsibilities

• Lead Hallmark's marketing measurement and analytics strategy.
• Drive insights that improve customer engagement, loyalty, revenue, and profitability.
• Partner with Marketing, Finance, Consumer Insights, and Analytics teams to influence business decisions.
• Guide Marketing Mix Modeling (MMM), experimentation, attribution, and performance measurement initiatives.
• Unlock growth opportunities through consumer, promotional, and customer analytics.
• Turn complex data into compelling stories and actionable recommendations for executive leaders.
• Advance Hallmark's use of AI and emerging analytics capabilities to drive smarter decision-making.

Skills

Marketing analytics

Measurement

Experimentation

Performance optimization

Executive communication

Influence across orgs

Education

Bachelor’s degree or equivalent

Tools

Tableau

Power BI

Looker

SQL

Job description

Who We Are And What We Do

The Consumer Marketing Analytics team provides powerful consulting along with key reporting and insightful analyses to the Hallmark Brand business. We focus on using data to understand our consumers, leveraging a vast number of sources to our advantage. We focus on complete storytelling to form an understanding of what has happened and use trends and analysis to drive future decisions. We are looking for motivated individuals who love exploring data to uncover hidden trends and developing new experiments to help meet our consumers where they are, with the right message, at the right time, and ultimately drive the business forward.

Who We Are And What We Do

The Consumer Marketing Analytics team provides powerful consulting along with key reporting and insightful analyses to the Hallmark Brand business. We focus on using data to understand our consumers, leveraging a vast number of sources to our advantage. We focus on complete storytelling to form an understanding of what has happened and use trends and analysis to drive future decisions. We are looking for motivated individuals who love exploring data to uncover hidden trends and developing new experiments to help meet our consumers where they are, with the right message, at the right time, and ultimately drive the business forward.

WHAT YOU’LL DO & HOW IT SHAPES OUR SUCCESS

We’re looking for a Director of Consumer Marketing Analytics to lead the next evolution of marketing measurement and customer analytics across Hallmark Media and Hallmark's Product & Retail businesses.

In this highly visible leadership role, you'll transform data into insights that influence strategy, optimize marketing investments, and drive meaningful business growth. You'll help answer some of Hallmark's biggest questions: What's working? Why is it working? Where should we invest next? And how can we create even stronger connections with our consumers?

As a trusted advisor to senior leadership, you'll combine advanced analytics, experimentation, and AI-enabled insights to help shape decisions that impact millions of consumers.

What You'll Do

• Lead Hallmark's marketing measurement and analytics strategy.
• Drive insights that improve customer engagement, loyalty, revenue, and profitability.
• Partner with Marketing, Finance, Consumer Insights, and Analytics teams to influence business decisions.
• Guide Marketing Mix Modeling (MMM), experimentation, attribution, and performance measurement initiatives.
• Unlock growth opportunities through consumer, promotional, and customer analytics.
• Turn complex data into compelling stories and actionable recommendations for executive leaders.
• Advance Hallmark's use of AI and emerging analytics capabilities to drive smarter decision-making.

What You'll Bring

• Deep expertise in marketing analytics, measurement, experimentation, and performance optimization.
• Experience leveraging MMM, causal measurement, attribution, and customer analytics.
• A track record of translating data into business impact.
• Exceptional communication and storytelling skills.
• Strong executive presence and the ability to influence across organizations.
• A collaborative, curious, and strategic mindset.

Why Hallmark?

This is a unique opportunity to build and elevate analytics capabilities for some of the most recognized brands in media, retail, and consumer products. You'll have the chance to influence enterprise-wide decisions, partner with senior leaders, and help shape how Hallmark uses data, analytics, and AI to drive the future.

If you're passionate about turning insights into action and helping iconic brands grow, we'd love to hear from you.

Basic Qualifications

• Bachelor’s degree or 4 years of professional work experience
• At least 8 years of experience in marketing analytics, customer analytics, business analytics, statistics, mathematics, engineering, or related disciplines
• Experience leading analytics initiatives while remaining hands‑on
• Experience developing measurement frameworks and translating insights into business recommendations
• Experience with SQL, data exploration, and analytical tools

Preferred Qualifications

• Experience in retail, consumer products, media, subscription, loyalty, or omnichannel businesses
• Strong analytical and problem‑solving capabilities
• Experience with Marketing Mix Modeling, experimentation, and incrementality measurement
• Familiarity with customer data platforms (CDPs), cloud data platforms, and modern analytics ecosystems
• Experience with Tableau, Power BI, Looker, or similar visualization tools
• Knowledge of AI and machine learning applications within marketing and analytics environments
• Experience influencing executive stakeholders and enterprise-level decision making
• Track record of building or maturing analytics capabilities and teams

Additional Details

• This position offers a hybrid work arrangement, giving you the best of both worlds: collaborating in person at Headquarters in Kansas City, MO and enjoying the flexibility of working remotely.
• This role is eligible for Hallmark's Annual Incentive Plan. More information will be shared during the interview process.
• Hallmark is committed to recognizing and rewarding performance. Employees are eligible for annual merit‑based increases, aligned with individual and company performance.
• In alignment with our culture of care, Hallmark offers a competitive benefits package, including medical, dental and vision plans, paid time off, 401K with company match, and profit‑sharing.

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.

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