Victoria Barnard Biography [email protected]8163093473 Victoria Barnard has over 20 years of consumer goods executive experience, operational leadership and direct profit and loss accountability. She has led businesses of varying size, ranging from a $750 million business within a $4 billion corporation to a small family business. In addition, she has 10 years of corporate strategy, internal governance and M&A experience. Highly skilled in marketing and financial management, she brings a deep perspective on driving profitable growth through innovation and/or acquisitions. At the enterprise level, she is a seasoned veteran of navigating structural business change and refocusing corporate resources among a diverse portfolio of business models in mature and growth industries. With a polished, professional and collegial style, she is a sought after and trusted advisor. She had an extensive career at Hallmark Cards where she worked with the wholesale, retail, digital, international and entertainment businesses and served as VP of Strategic Planning, VP of Acquisitions Strategy and Integration and General Manager of Season Cards. She served on the Humana, Inc. Innovation Advisory Board from 2010 to 2013. Humana is a $39 billion publicly traded company offering a wide range of insurance products, health and wellness services. Comprised of executives from Coca Cola, Proctor and Gamble, Kraft, Electronic Arts and Dell, among others, the board provided guidance and insight to the CEO and Chief Marketing/ Innovation Officer regarding effective innovation development, implementation and alignment to corporate strategy. She is active in the Kansas City community, serving on a number of boards and is cofounder and former board chair of the Women’s Capital Connection, the 7 th all women’s angel investing group with over $1.75 million invested. Major Operating Experience: Victoria currently serves as President of Foot Traffic USA, LLC, where she has been since June 2012. The company, a family business, is a brand leader in fashion legwear and novelty socks with distribution in 1300 boutiques and online retailers. Her primary focus is on growing the directtoconsumer business where she has repositioned the brand, improved the catalog and website experience, and overhauled the product line and online marketing. As a result, 2013 sales increased 7.2 and holiday sales grew 23.7%. In addition, she worked with the team to reduce inventory, increase margins and expand distribution to the College Book Store channel. Prior to Foot Traffic, Victoria had a successful 31 year career at Hallmark Cards, Inc. Ranked by Forbes as the 124 th largest privately held company, the corporation is led by the third generation of the Hall family. It is the global leader in greeting cards and specialty retail card shops; owns Crayola; and is the major share holder in Crown Media, parent company of the top ten rated cable television channel, “The Hallmark Channel”. Victoria held roles of increasing responsibility at Hallmark including VP of Strategic Planning for the $4 billion corporation, VP of Acquisitions Strategy and Integration for the $2 billion North America division and General Manager for the $750 million Season Card business. During her 10 years as VP of Strategic Planning, from 2002 2012, Victoria worked with the Csuite to strengthen the corporate portfolio amid structural challenges in its core business. Through a focus on innovation, resource allocation and talent management, the company drove growth in its diversified businesses; 114% in Crown Media, 47% in Crayola and 28% in International, offsetting a 14% decline in revenues from traditional products. Reporting to the CEO, Victoria led Hallmark’s strategy and internal governance process. With an emphasis on “practical strategy”, she strengthened Hallmark’s capability by focusing strategy decisions on key opportunities and risks; aligning financial and business metrics to strategy in annual operating plans; and adjusting actions in quarterly business reviews. On behalf of the CEO, she distilled quarterly business reviews of each division into balanced, onepage summaries of key financial and business performance for the Board of Directors.
Victoria Barnard has over 20 years of consumer goods executive experience, operational leadership and direct profit and loss accountability. She has led businesses of varying size, ranging from a $750 million business within a $4 billion corporation to a small family business. In addition, she has 10 years of corporate strategy, internal governance and M&A experience. Highly skilled in marketing and financial management, she brings a deep perspective on driving profitable growth through innovation and/or acquisitions. At the enterprise level, she is a seasoned veteran of navigating structural business change and refocusing corporate resources among a diverse portfolio of business models in mature and growth industries. With a polished, professional and collegial style, she is a sought after and trusted advisor. She had an extensive career at Hallmark Cards where she worked with the wholesale, retail, digital, international and entertainment businesses and served as VP of Strategic Planning, VP of Acquisitions Strategy and Integration and General Manager of Season Cards. She served on the Humana, Inc. Innovation Advisory Board from 2010 to 2013. Humana is a $39 billion publicly traded company offering a wide range of insurance products, health and wellness services. Comprised of executives from Coca Cola, Proctor and Gamble, Kraft, Electronic Arts and Dell, among others, the board provided guidance and insight to the CEO and Chief Marketing/ Innovation Officer regarding effective innovation development, implementation and alignment to corporate strategy. She is active in the Kansas City community, serving on a number of boards and is cofounder and former board chair of the Women’s Capital Connection, the 7th all women’s angel investing group with over $1.75 million invested. Major Operating Experience: Victoria currently serves as President of Foot Traffic USA, LLC, where she has been since June 2012. The company, a family business, is a brand leader in fashion legwear and novelty socks with distribution in 1300 boutiques and online retailers. Her primary focus is on growing the direct-‐to-‐consumer business where she has repositioned the brand, improved the catalog and website experience, and overhauled the product line and on-‐line marketing. As a result, 2013 sales increased 7.2 and holiday sales grew 23.7%. In addition, she worked with the team to reduce inventory, increase margins and expand distribution to the College Book Store channel. Prior to Foot Traffic, Victoria had a successful 31 year career at Hallmark Cards, Inc. Ranked by Forbes as the 124th largest privately held company, the corporation is led by the third generation of the Hall family. It is the global leader in greeting cards and specialty retail card shops; owns Crayola; and is the major share holder in Crown Media, parent company of the top ten rated cable television channel, “The Hallmark Channel”. Victoria held roles of increasing responsibility at Hallmark including VP of Strategic Planning for the $4 billion corporation, VP of Acquisitions Strategy and Integration for the $2 billion North America division and General Manager for the $750 million Season Card business. During her 10 years as VP of Strategic Planning, from 2002 -‐ 2012, Victoria worked with the C-‐suite to strengthen the corporate portfolio amid structural challenges in its core business. Through a focus on innovation, resource allocation and talent management, the company drove growth in its diversified businesses; 114% in Crown Media, 47% in Crayola and 28% in International, offsetting a 14% decline in revenues from traditional products. Reporting to the CEO, Victoria led Hallmark’s strategy and internal governance process. With an emphasis on “practical strategy”, she strengthened Hallmark’s capability by focusing strategy decisions on key opportunities and risks; aligning financial and business metrics to strategy in annual operating plans; and adjusting actions in quarterly business reviews. On behalf of the CEO, she distilled quarterly business reviews of each division into balanced, one-‐page summaries of key financial and business performance for the Board of Directors.
In addition, she led several enterprise-‐wide initiatives including; developing the Hallmark brand architecture and consumer segmentations for the retail, wholesale, digital and entertainment businesses, repositioning the Hallmark brand strategy to focus innovation on three consumer growth opportunities, creating and implementing Hallmark’s enterprise risk management program and repositioning the Hallmark digital business. As VP of Acquisitions Strategy and Integration, from 1999-‐2001, Victoria created the first formal due diligence and integration capability for the North America division. Her team, made up of HR, Sales, Operations, IT and Project Management, delivered $15 million in annual cost savings and $230 million in annual incremental revenues across 7 successful integrations. All were accomplished without business interruption, below budget and ahead of schedule. In addition, she oversaw due diligence for acquisitions, joint ventures, investments and divestitures. They ranged from $1 million to $600 million in manufacturing, retail and digital businesses. As General Manager, Season Greeting Cards, from 1995-‐1999, Victoria had P&L responsibility for Hallmark’s second largest business with revenues of $750 million, 22,000 SKUs and 120 employees in product development, finance, category management, marketing, operations, IT and sales. She oversaw three brands in multiple channels of distribution including Wal-‐Mart, Walgreens, CVS, Kroger and Hallmark Card Shops. During her tenure sales grew 9%, profits grew 26% and Hallmark market share increased by 4 points, despite a declining category. Her team accomplished 3 consecutive, year-‐over-‐year, retail sales increases for the 5 largest holidays, which had not been done in 15 years. In addition, she led the launch of the Warm Wishes product line, noted on the Hallmark website as one of its largest new product introductions, reaching $89 million in revenues and improving consumer perception of Hallmark greetings by 17 points. Victoria’s other operating roles at Hallmark included General Manager-‐Ambassador Everyday Specialty with accountability for product development, marketing, finance, operations and sales; Ambassador Brand Marketing Director with accountability for trade marketing, fixturing and retail merchandising; Business Services Manager-‐Ambassador Everyday Greeting Cards with accountability for finance, inventory, logistics, and IT; and Business Marketing Manager-‐Ambassador Season Greeting Cards with accountability for product development and order planning. Community Board Experience In addition to her leadership of the Women’s Capital Connection, Victoria has served on a number of community boards. Since 2010 she has been a commissioner on the Kansas City Metropolitan Crime Commission, for 65 years, the premier citizen’s organization supporting law-‐enforcement and justice agencies. She also serves on the Second Chance board, a program of the Crime Commission devoted to reducing recidivism among released offenders. There she led the development of the three year strategy and participated in the development of their first annual fundraiser. Victoria served as a board chair of the Kansas Women’s Business Center from 2008-‐2009 and board member from 2005-‐2007. An SBA supported organization, KWBC was dedicated to helping Kansas City area women entrepreneurs start and grow businesses When the SBA dramatically reduced funding, Victoria and the executive director brought together three organizations to create One KC for Women, a stable and thriving organization that helps women develop a path to financial success and sustainability. Victoria served on her first board, the Kansas City Ballet, from 1997-‐ 2001. Her roles included fund raising and liaison to the Hallmark Corporate Foundation. Education/Other Victoria graduated from the Darden School at the University of Virginia, earning an MBA in 1983. She earned a BS in Business Administration, cum laude, from Marquette University in 1978. She is a guest lecturer in strategy and marketing at Kansas University, the University of Missouri at Kansas City and Marquette University. Her husband, Charles, is a serial entrepreneur. They reside in downtown Kansas City, on the top floor of a 113 year old, six story building they bought and renovated in 2006. They have an adult daughter. Contact Information: Victoria Barnard [email protected] 816-‐309-‐3473
Senior consumer goods executive with 22 years of direct profit and loss accountability for businesses of varying size, ranging from a $750 million business within a $4 billion corporation to a small family business. She combines her expertise in innovation, mergers and acquisitions, multi-channel marketing and brand development with her general management experience in operations, leadership and finance to drive superior results. In addition, she has 10 years of corporate strategy and internal governance experience. At the enterprise level she brings a deep perspective on navigating structural business change and refocusing resources among a diverse portfolio of business models in mature and growth industries. With a polished, professional and collegial style, she is a sought after and trusted advisor.
Expertise
Corporate and Business Strategy P&L Responsibility and Operational Leadership
Humana, Inc., Innovation Advisory Board. A $39 billion publicly traded health care company offering a variety of insurance, health and wellness services. Board member and trusted advisor to the CEO and Chief Innovation /Marketing Officer regarding effective innovation development, implementation and alignment to corporate strategy. October 2010 to December 2013
Women’s Capital Connection. The 7th US all women angel investing group with over $1.75 million invested. Co-founder and Board Chair from 2008 to 2010.
Professional Experience President, Foot Traffic USA, LLC. Kansas City, MO 2012-present Privately held brand leader in fashion legwear and novelty socks with national distribution in 1300 boutiques, specialty retailers and online retailers. Accountable for revenues and profit, with special focus on growing the direct-to-consumer business. Accomplishments:
Increased direct-to-consumer sales 7.2% annually and 23.7% year-over-year in the 2013 holiday quarter.
Led the creation of the brand position “Fun, Fashion, Fit.”
Overhauled the consumer catalog, Foot Traffic.com website and product line to align to the brand positioning and improve the consumer experience.
Redirected digital marketing and created the Amazon web store strategy.
Reduced Inventories, increased margins and expanded distribution to the College Bookstore channel Hallmark Cards, Inc. Kansas City, MO 1984-2012 $4 billion family held, industry leader in global greetings, specialty retail and parent company of Crayola and the Hallmark Cable Television Channel Vice President, Strategic Planning 2002-2012 With the CEO, C- suite and division presidents determined and implemented strategic decisions within and across all divisions: North America wholesale and retail, International, Crayola and Crown Media, parent company of The Hallmark Cable Channel. Accomplishments:
Strengthened the corporate portfolio by focusing on innovation, resource allocation, talent management and operational oversight. 114% growth in Crown Media, 47% in Crayola and 28% in International more than offset declines from structural challenges in the core business.
Led the successful creation and implementation of Hallmark’s enterprise risk management capability. Resulted in specific mitigation responsibilities, actions and corporate oversight of 12 priorities.
Led the first major repositioning of the Hallmark brand creating three consumer need growth platforms. Resulted in
restructuring the North America division and adopting new decision-making processes to focus innovation resources on the largest opportunities.
Wrote the first comprehensive North America strategy, defining where to play and how to win among Hallmark’s wholesale businesses; greeting cards, gift presentation, party, ornaments and gifts; Hallmark’s specialty retail channel, Hallmark.com and Hallmark’s mass channel customers including Wal-Mart, Walgreens, CVS, and Kroger.
Overhauled Hallmark’s digital retail strategy, resulting in formation of a digital business unit, improving on-line and multi-channel commerce and reducing costs.
Strengthened Hallmark’s strategic capability by revamping annual strategic plans, operating plans and quarterly business reviews using a foresight, insight, action model focused on key opportunities and risks.
On behalf of the CEO, distilled quarterly division updates into balanced, one-page summaries of key financial and business performance for the Board of Directors.
Vice President, Acquisitions Strategy and Integration 1999-2002 $2 billion North America Division. Increased the economic and strategic value of acquisitions through explicit acquisition criteria, comprehensive due diligence and improved synergy capture. Accomplishments:
Delivered $15 million in annual cost savings and $230 million in annual incremental revenue, exceeding objectives every year.
Created the first formal Hallmark integration capability including sales, finance, IT, HR, and operations.
Successfully led 7 subsidiary and internal integrations, leveraging strategic assets without business interruption, under budget and ahead of schedule.
Led due diligence for acquisitions, joint ventures, investments and divestitures on businesses ranging from $1 million to $600 million in manufacturing, retail and digital.
General Manager, Hallmark Season Greeting Cards 1995-1999 P&L accountability for $750 million in revenue, 22,000 sku’s, 120 people, 3 brands in multiple channels including Hallmark Card Shops, Wal-Mart, Walgreens and Kroger. Accomplishments:
Increased Sales 9%, EBIT 26% and Hallmark market share 4 points, despite a declining category.
Achieved 3 consecutive, year over year, retail sales increases in the 5 biggest holidays, which had not been done in 15 years.
Developed and launched Warm Wishes product line, noted on the Hallmark website as one of it’s largest new product introductions, reaching $89 million in revenues and improving consumer perception of Hallmark greetings by 17 points.
Prior Hallmark: 1984-1995 General Manager-Ambassador Everyday Specialty, Ambassador Brand Marketing Director, Business Services Manager-Ambassador Everyday Greeting Cards, Business Marketing Manager-Ambassador Season Greeting Cards.
Education
MBA, Darden School of Business, University of Virginia: 1983 BS, Business Administration, Marquette University: 1978
Community Board Experience Current Commissioner, Kansas City Crime Commission: 2010 to present Past Board Chair, Kansas Women’s Business Center: 2005 to 2009 Past Board Member, Kansas City Ballet: 1997 to 2001
