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December 4, 2019

Sabrina Wiewel Named Chief Administrative Officer at Hallmark Cards, Inc.

KANSAS CITY, Mo. (December 4, 2019) – Sabrina Wiewel has been named executive vice president – chief administrative officer for Hallmark Cards, Inc. This newly created position will oversee a broad portfolio of Hallmark’s corporate support functions including corporate brand reputation, global licensing, government affairs, as well as areas that support employee experience such as diversity and inclusion, employee relations and talent development.

“Hallmark has an incredible legacy of caring and connecting with our customers and our employees,” said Wiewel. “I am committed to building a strong culture – one that propels our business into the future and makes our employees excited to show up every day.”

Wiewel will focus on helping Hallmark employees collaborate, communicate, encourage, and partner with one another across businesses. Additionally, she will manage relationships with the local community through her leadership of the Hallmark Visitor’s Center and Kaleidoscope, as well as globally by overseeing licensing efforts with the Hallmark brand. Hallmark holds licensing agreements with nine of the top 10 most popular licensed properties including Disney, Warner Bros., and Mattel.

“The work of the chief administrative officer is enormously important, so I am thrilled Sabrina is stepping into this role,” said Mike Perry, president/CEO, Hallmark Cards, Inc. “She is a passionate people leader who is not only incredibly well-positioned to drive the results-driven culture we need, but she also knows our business well having spent a combined 13 years here at Hallmark.”

Wiewel has served in numerous capacities during her time at Hallmark. After a brief stint as a marketing strategist early in her career, Wiewel returned to Hallmark in 2011 as vice president and general manager of the chain drug customer team overseeing Hallmark’s relationship with two of its largest retail customers. Most recently, she was senior vice president – customer development, a role in which she was accountable for the distribution of Hallmark products to consumers through a network of 50,000 rooftops in the United States and through digital platforms.

“Hallmark has an amazing opportunity to help people put more care into the world and it has been an honor to work with our retail partners to do this,” said Wiewel. “I’m excited to transition my focus now to our people, Hallmarkers, to help them bring our brand to life with each other every day.”

Wiewel has been recognized as one of Progressive Grocer’s top senior-level executive women in grocery and one of Shopper Marketing Magazine’s “Who’s Who in Chain Drug.” In 2016 she was named a Kansas City Business Journal “Women Who Mean Business” honoree and was included in Bizwomen’s “Top 100 Women to Watch,” recognizing the top 100 female business leaders in the country. Wiewel serves on the board of directors for Starlight Theatre, Enactus United States and Band of Angels. She holds a bachelor’s degree in communications and marketing from Central Missouri State University.

Media Contacts

JiaoJiao Shen
Hallmark Cards, Inc.

About Hallmark

For more than 100 years, family-owned Hallmark Cards, Inc. has been dedicated to creating a more emotionally connected world. Headquartered in Kansas City, Missouri, and employing more than 20,000 worldwide, the company operates a diversified portfolio of businesses. The Hallmark business designs and sells greeting cards, gifts, ornaments and gift packaging in more than 30 languages with distribution in nearly 100 countries and 100,000 rooftops worldwide, including a network of company-owned and independently owned Hallmark Gold Crown stores in five countries. Crayola® offers a wide range of art materials and creative play toys designed to spark children’s creativity around the globe. Hallmark Media operates three cable networks – Hallmark Channel, Hallmark Mystery and Hallmark Family – as well as Hallmark Movies Now, a subscription video on-demand streaming service. Crown Center is a real estate development company that manages the 85-acre hotel, office, entertainment and residential campus surrounding Hallmark’s headquarters. For more information, visit Connect on Instagram, TikTok, Facebook, Pinterest, YouTube, and LinkedIn.