Victoria

Barnard
Biography
v.e.barnard@gmail.com
816-309-3473





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
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Womens Capital Connection, the 7 all womens 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.

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Prior to Foot Traffic, Victoria had a successful 31 year career at Hallmark Cards, Inc. Ranked by Forbes as the 124 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 Hallmarks strategy and internal governance process. With an emphasis on practical strategy,
she strengthened Hallmarks 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 Hallmarks 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 Hallmarks 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.

Victorias 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 Womens 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 citizens
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 Womens 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
v.e.barnard@gmail.com
816-309-3473

Victoria Barnard
Kansas City, Missouri
v.e.barnard@gmail.com
816-309-3473
Summary
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

Acquisitions/Integration

Consumer Insight Driven Innovation

Enterprise Risk Management

Brand Development
Board Experience

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
Womens 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 Hallmarks 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 Hallmarks wholesale
businesses; greeting cards, gift presentation, party, ornaments and gifts; Hallmarks specialty retail channel, Hallmark.com and
Hallmarks mass channel customers including Wal-Mart, Walgreens, CVS, and Kroger.
Overhauled Hallmarks digital retail strategy, resulting in formation of a digital business unit, improving on-line and multichannel commerce and reducing costs.
Strengthened Hallmarks 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 skus, 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 its 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 Womens Business Center: 2005 to 2009
Past Board Member, Kansas City Ballet: 1997 to 2001