Paul Barker Is Moving Hallmark Cards Forward!
With the media world moving more from an industry that is based in the physical world to one that is digital, there are very few businesses that remain unaffected. One of the industries that is experiencing significant shifts in the way it creates and manufactures products is the greeting card industry. Facing stiff competition from online card companies, traditional greeting card companies like Hallmark Cards are forced to innovate. Hallmark Cards may have been in a better position to compete, as it had built its brand name into an award-winning multimedia company (with the Hallmark Hall of Fame movies) well before online card companies became a viable threat to their bottom line. Even now, Hallmark has less to be concerned about because it has Paul Barker.
Paul Barker is the Vice President and General Manager of Hallmark Digital, the tech-based portion of Hallmark Cards that is devoted to innovating Hallmark products for the digital age, without undercutting the paper-based business. Barker has served as Vice President and General Manager of Hallmark Digital since January of 2009. In his most recent successful initiative, Barker launched a new smartphone application that allows you to send a physical Hallmark card, completely customized on the inside, by taking a photograph of the front of the card with your smartphone camera! Creative ideas like that have kept Hallmark growing in the digital age.
A one-company man, Paul Barker received his formal education at the University of Arizona. There, he studied both Graphic Design and Biology and his future seemed wide open. Ambitious and smart, Barker earned his Bachelor’s of Fine Arts degree in Graphic Design in less than three years of study at the University of Arizona. Armed with that degree, he went searching for work in the summer of 1979.
Paul Barker’s job search took him to Hallmark Cards where he began work in July, 1979. He steadily rose through the ranks of Hallmark from the creative and design position at which he started to become the Senior Vice President of the Creative Division at the corporate level. After twenty-seven and a half years with the company, Paul Barker went to manage Hallmark Digital. One of his first major initiatives there was to revamp the Hallmark website. After years of simply making stopgap changes, Paul Barker oversaw an entire redesign of Hallmark.com and the result was that response times improved and sales through the site saw a healthy 30% increase!
With his ambition and skill, Paul Barker has been a real asset to Hallmark and will continue to be, even as the world becomes more digitally-integrated.
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