Bachelor's degree or equivalent experience in a related field.
7+ years of product management experience, including leadership roles.
Proven track record in setting product strategy and managing multi-year roadmaps for complex digital products.
Experience with end-to-end product development across web, mobile, and connected TV platforms.
Strong analytical skills using consumer research and performance metrics for decision-making.
Exceptional executive-level communication and presentation skills.
Ability to manage competing priorities and navigate ambiguity effectively.
Responsibilities
Set and communicate a multi-year product vision for Hallmark+ aligned with consumer needs and brand objectives.
Lead the evolution of a premium streaming experience across various platforms, considering unique consumer behaviors.
Own the integrated roadmap connecting all aspects of the Hallmark+ consumer journey.
Translate the Hallmark+ value proposition into differentiated digital capabilities across platforms.
Identify strategic opportunities through consumer insights and market analysis, building cases for action.
Lead portfolio-level prioritization based on consumer value and business impact.
Provide end-to-end leadership across the product development lifecycle, ensuring quality and timely execution.
Benefits
Opportunity to shape the future of a leading streaming service.
Work in a dynamic environment with a focus on consumer-centered innovation.
Collaborate with cross-functional teams across the Hallmark enterprise.
Lead and develop a team of product leaders and managers.
Engage in strategic decision-making at the executive level.
Full Job Description
Hallmark+ is seeking an experienced streaming Product Director to shape the future of our direct-to-consumer streaming experience and deliver the full value of the Hallmark+ proposition. This leader will bring deep knowledge of streaming products, consumer behavior and the evolving media landscape to define where the experience needs to go next, from how consumers discover and engage with content to how streaming connects to membership, benefits and the broader Hallmark relationship.
The ideal candidate combines deep streaming domain expertise with strategic product leadership and a builder mindset. They can establish a multi-year vision, identify the capabilities required to achieve it, translate that vision into a prioritized roadmap and lead cross-functional teams through complex transformation while continuing to improve the experience consumers use today.
The salary range for this job is between $137,500-$189,600. Salary rate will take into consideration several factors including location.
Essential Duties and Responsibilities
Product Vision, Strategy and Roadmap
Set and communicate a multi-year product vision for Hallmark+ that aligns consumer needs, the Hallmark brand and growth objectives.
Lead the evolution of a premium direct-to-consumer streaming experience across connected TV, mobile and web, with deep consideration for the unique consumer behaviors, technical constraints and experience patterns of each platform.
Own the integrated roadmap across the Hallmark+ experience, connecting acquisition, activation, content discovery, playback, engagement, retention, reactivation, membership and benefits into a cohesive consumer journey.
Translate the Hallmark+ value proposition into differentiated digital capabilities and experiences across web, mobile and connected TV platforms.
Balance near-term business priorities with the foundational capabilities required to support future experiences, business models, channels and scale.
Identify new strategic opportunities through consumer insight, market shifts, emerging technology and competitive analysis, then build the case for action and investment.
Portfolio Prioritization and Product Judgment
Lead portfolio-level prioritization and sequencing, making clear decisions based on consumer value, business impact, evidence, cost, timing, dependencies and technical feasibility.
Define MVP and phased approaches that protect the intended consumer and business outcomes while enabling iterative learning and delivery.
Operate effectively at multiple altitudes, moving from long-term vision and executive decisions into the critical details required to unblock teams and ensure quality.
Anticipate risks, constraints and cross-portfolio implications; surface recommendations early and drive timely resolution.
Product Delivery and Lifecycle Excellence
Provide end-to-end leadership across the product development lifecycle, from opportunity definition and requirements through launch, measurement and optimization.
Turn strategy into clear execution plans, decision frameworks, outcome-based requirements and accountable workstreams across multiple teams.
Partner with technology and delivery leaders to understand architecture, constraints, dependencies and solution options, integrating technical considerations into product decisions.
Establish operating rhythms and product practices that improve clarity, speed, quality, accountability and cross-functional delivery.
Ensure the roadmap is executed consistently and effectively, adjusting plans as evidence, feasibility or business conditions change.
Consumer and Data-Driven Leadership
Champion the voice of the consumer and ensure decisions reflect a holistic understanding of current needs, unmet needs, behaviors and the future streaming landscape.
Define success measures for the product portfolio and use quantitative and qualitative insight to prioritize, validate hypotheses, optimize performance and guide investment.
Connect product outcomes to key business measures such as acquisition, activation, engagement, retention, revenue, satisfaction and lifetime value.
Build a culture in which product recommendations are grounded in evidence, clearly framed assumptions and measurable learning plans.
Cross-Functional and Executive Leadership
Establish trusted partnerships across Hallmark Media and the broader Hallmark enterprise to align multiple business units around shared consumer outcomes and product priorities.
Partner closely with content, technology, advertising, analytics and experience teams to optimize how content is discovered, presented, streamed and monetized.
Lead executive-level communication and decision-making, translating complex product, consumer and technical topics into clear choices, trade-offs and recommendations.
Serve as point of escalation, navigating ambiguity and high-stakes issues with sound judgment, diplomacy and a bias toward resolution.
Influence without relying on authority, maintaining strong relationships while constructively challenging assumptions and protecting the product vision.
Represent Hallmark+ with external partners and vendors, evaluating proposed solutions against consumer needs, product strategy and the broader digital ecosystem.
Team Leadership and Development
Lead, coach and develop product leaders and product managers, setting clear expectations for strategic thinking, ownership, product judgment and delivery excellence.
Delegate effectively, align talent to the highest-value work and create opportunities that grow the team's capabilities and leadership bench.
Foster a culture of curiosity, accountability, candid communication, continuous improvement and consumer-centered innovation.
Provide clear direction while empowering leaders to operate autonomously, anticipate needs and resolve issues at the appropriate level.
Basic Qualifications
Bachelor's degree or equivalent professional experience in a related field.
7+ years of product management experience, including experience leading product managers or product leaders.
Demonstrated experience setting product strategy and leading a multi-year roadmap for a complex digital consumer product or portfolio.
Experience leading end-to-end product development across multiple platforms, including web, mobile applications and connected TV or comparable device ecosystems.
Proven ability to lead complex cross-functional initiatives that require alignment across business, technology, design, design, research, data, content, marketing and operations.
Demonstrated use of consumer research, analytics and performance metrics to make prioritization decisions, build business cases and measure outcomes.
Executive-level communication and presentation skills, including the ability to frame decisions, trade-offs and recommendations for senior leaders.
Experience managing competing priorities and navigating ambiguity with minimal oversight.
Preferred Qualifications
Product management experience within direct-to-consumer streaming, OTT, media or digital entertainment, with demonstrated ownership of consumer-facing streaming experiences.
Deep understanding of the streaming consumer lifecycle and the product capabilities that drive acquisition, activation, discovery, viewing, engagement, retention and reactivation.
Experience shaping modern, scalable digital experiences during a period of significant business or technology transformation.
Knowledge of streaming consumer journeys, including discovery, personalization, playback, engagement, subscriptions, advertising-supported experiences and retention.
Experience integrating experiences across digital products, channels or business units to create a more connected consumer relationship.
Experience evaluating and managing strategic technology or vendor partners.
Working knowledge of Agile product development practices and product management tools such as Jira.
About Hallmark Cards, Inc
Hallmark Cards, Inc. is a private, family-owned American company based in Kansas City, Missouri. Founded in 1910 by Joyce Hall, Hallmark is the largest manufacturer of greeting cards in the United States. In addition to greeting cards, Hallmark also manufactures such products as party goods, gift wrap, and stationery. The company also operates a chain of retail stores under the Hallmark Gold Crown banner. Hallmark has a long-standing reputation for quality and innovation in the greeting card industry, and has won numerous awards for its products and advertising campaigns.
