Hallmark Cards
2501 McGee Street,
Kansas City, 64108-2615, MO,
United States
Kansas City, 64108-2615, MO,
United States
1 816-274-5111
Manufacturing
Hallmark Cards Technographics
Hallmark Cards Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Hallmark Cards and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 20000 Hallmark Cards employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Hallmark Cards has purchased the following applications: SAP ERP ECC 6.0 for ERP Financial in 2013, Starlims Abbott eScreen for BackGround Screening in 2017, SAP Digital Manufacturing for Manufacturing Execution System in 2020 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Hallmark Cards is running and its propensity to invest more and deepen its relationship with SAP , Oracle , Microsoft or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Hallmark Cards revenues, which have grown to $5.00 billion in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Hallmark Cards intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Hallmark Cards Tech Stack and Enterprise Applications
Hallmark Cards ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| SAP | Legacy | SAP ERP ECC 6.0 | ERP Financial | ERP | n/a | 2013 | 2014 |
In 2013, Hallmark Cards implemented SAP ERP ECC 6.0 as its ERP Financial platform. The deployment centralized core financial processing across the enterprise, consolidating billing, accounts receivable, and transaction posting for a company with approximately 20,000 employees. SAP ERP ECC 6.0 served as the central ledger and financial control plane for order to cash and customer billing workflows.
The implementation included a focused integration between SAP CRM and SAP ERP ECC 6.0 using the IDoc CRMXIF_BUSTRANS interface to bring PayPal payment flows into the ECC environment. The CRMXIF_BUSTRANS IDoc moved customer address and email contact data, credit card authorization tokens, and freight charge details from SAP CRM into ECC, where those payloads were mapped into billing documents and accounts receivable processing. Configuration work emphasized IDoc mapping, segment population for payment authorization data, and freight charge handling within billing and invoicing functional logic.
Operational governance centered on IDoc processing rules, message monitoring, and mapping validations to maintain transactional consistency between CRM and ECC, and to support finance, customer service, and order management teams. Process changes included explicit handling of PayPal authorization data in financial posting workflows and extensions to billing routines to incorporate freight charge information passed from CRM. The narrative documents an ERP Financial deployment with integrated payment authorization and customer contact synchronization implemented via the CRMXIF_BUSTRANS interface.
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ERP Financial | ERP |
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2013 | 2013 |
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ERP Financial | ERP |
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2020 | 2020 |
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ERP Financial | ERP |
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2021 | 2022 |
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ERP Financial | ERP |
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2022 | 2022 |
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Expense Management | ERP |
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2011 | 2011 |
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Hallmark Cards HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| STARLIMS | Legacy | Starlims Abbott eScreen | BackGround Screening | HCM | n/a | 2017 | 2018 |
In 2017, Hallmark Cards implemented Starlims Abbott eScreen for BackGround Screening to manage employee drug and alcohol testing and medical screening workflows. The deployment operated at Hallmark Headquarters and supported four internal medical departments, aligning screening scheduling and sample collection with on-call nursing and occupational health operations.
Starlims Abbott eScreen was configured to schedule and perform drug and alcohol screenings, manage test orders and results intake, and produce operational reports. Operational reporting explicitly included monthly pulls for Terms, New Hires, and Assignment changes, and the application was used day to day by medical administrative staff responsible for confidential patient data and HIPAA governed processes.
The Starlims Abbott eScreen workflows were coordinated with recruiting for screening appointment scheduling and tied into existing HR lookup processes, with staff using a Mainframe to find employees not available in the HR Direct system. Screening and clinical workflows also interfaced with insurance reimbursement processes, requiring review of claims and follow up with providers as part of the end to end screening and medical administration lifecycle.
Governance and operational ownership were centered on the medical administration function, which maintained intranet content for medical services, co owned a health rewards program, oriented on call nurses, and handled reconciliation of expense reports and confidential correspondence. Day to day operations emphasized HIPAA compliance and customer service procedures for sensitive escalations, embedding screening work queues and scheduling controls into existing medical and HR workflows.
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Contingent Labor Management | HCM |
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2018 | 2019 |
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Core HR | HCM |
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2020 | 2020 |
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Employee Recognition and Rewards Management | HCM |
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2024 | 2024 |
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Onboarding | HCM |
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2019 | 2019 |
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Recruiting, Applicant Tracking System | HCM |
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2018 | 2018 |
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Workforce Management | HCM |
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2022 | 2023 |
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Hallmark Cards ERP Services and Operations
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| SAP | Legacy | SAP Digital Manufacturing | Manufacturing Execution System | ERP Services and Operations | n/a | 2020 | 2020 |
In 2020, Hallmark Cards implemented SAP Digital Manufacturing as a Manufacturing Execution System to modernize manufacturing and purchasing processes across its card production operations. The deployment targeted multiple manufacturing plants and the purchasing organization, aligning production planning with material master data management and a Mass Production Planning System used for card manufacturing.
The SAP Digital Manufacturing implementation was configured to support shop floor execution, production scheduling, material master data hygiene, and automated data flows between planning and execution layers. Configuration work included process mapping for current and future state, SAP S4 HANA fit gap analysis oriented toward Industry 4.0 scenarios, and integration design to surface MPPS production plans and material master updates into manufacturing execution.
Integrations were explicitly scoped to connect SAP Digital Manufacturing with SAP S4 HANA for ERP master data and transactional synchronization, with SAP Ariba to streamline purchase to pay workflows, and with newly deployed SaaS Computerized Machine Maintenance Systems for equipment maintenance data. The program also included a SAP spend analytics SaaS implementation and a broader cloud data strategy, with controls to preserve data integrity and access policy as manufacturing and procurement data moved to cloud services.
Governance combined product management with executive stakeholder alignment, employing Agile ways of working and a prioritized roadmap for manufacturing modernization. The rollout included fit gap analysis, business process redesign for manufacturing and purchasing, and targeted change leadership, which explicitly reported value realization with SAP Ariba to improve the purchase to Pay process and promoted inclusive leadership initiatives such as a Women in Tech committee.
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Retail Management | ERP Services and Operations |
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2014 | 2014 |
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Hallmark Cards AI-Powered Application
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Chatbots and Conversational AI | AI-Powered Application |
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2020 | 2020 |
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Hallmark Cards Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Audio Video and Web Conferencing | Collaboration |
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2017 | 2017 |
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Collaboration | Collaboration |
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2018 | 2018 |
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Hallmark Cards Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Content Management | Content Management |
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2016 | 2016 |
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Digital Signing | Content Management |
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2022 | 2022 |
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Hallmark Cards eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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eCommerce | eCommerce |
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2015 | 2015 |
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Personalization and Product Recommendations | eCommerce |
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2015 | 2015 |
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Shipping Management | eCommerce |
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2021 | 2021 |
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Hallmark Cards SCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Global Trade Management | SCM |
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2025 | 2025 |
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Real-Time Transportation Visibility | SCM |
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2019 | 2019 |
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Hallmark Cards CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Customer Analytics | CRM |
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2018 | 2018 |
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Customer Data Platform | CRM |
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2014 | 2014 |
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Customer Engagement | CRM |
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2018 | 2018 |
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Customer Experience | CRM |
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2015 | 2015 |
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Customer Experience | CRM |
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2019 | 2019 |
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Customer Experience | CRM |
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2020 | 2020 |
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Customer Experience | CRM |
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2021 | 2021 |
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Customer Support | CRM |
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2019 | 2019 |
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Data Management Platform | CRM |
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2020 | 2020 |
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Data Management Platform | CRM |
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2019 | 2019 |
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Digital Advertising Platform | CRM |
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2015 | 2015 |
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Digital Advertising Platform | CRM |
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2015 | 2015 |
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Digital Advertising Platform | CRM |
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2018 | 2018 |
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Digital Advertising Platform | CRM |
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2021 | 2021 |
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Listing Management | CRM |
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2019 | 2019 |
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Marketing Analytics | CRM |
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2021 | 2021 |
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Marketing Analytics | CRM |
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2019 | 2019 |
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Marketing Automation | CRM |
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2016 | 2016 |
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Marketing Automation | CRM |
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2017 | 2017 |
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Marketing Automation | CRM |
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2018 | 2018 |
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Marketing Automation | CRM |
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2021 | 2021 |
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Marketing Automation | CRM |
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2016 | 2016 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2021 | 2021 |
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Tag Management | CRM |
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2020 | 2020 |
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Hallmark Cards ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Performance Management | ITSM |
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2018 | 2018 |
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Application Performance Management | ITSM |
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2021 | 2021 |
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IT Service Management | ITSM |
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2021 | 2021 |
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Hallmark Cards PPM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Project Portfolio Management | PPM |
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2021 | 2021 |
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Hallmark Cards Procurement
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Procurement | Procurement |
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2008 | 2008 |
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Supplier Relationship Management | Procurement |
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2008 | 2008 |
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Hallmark Cards PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Transactional Email | PaaS |
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2016 | 2016 |
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Hallmark Cards IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Hosting and Computing Services | IaaS |
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2016 | 2016 |
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Application Hosting and Computing Services | IaaS |
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2019 | 2019 |
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Application Hosting and Computing Services | IaaS |
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2014 | 2014 |
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Application Hosting and Computing Services | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2021 | 2021 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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Hallmark Cards CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Identity and Access Management (IAM) | CyberSecurity |
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2021 | 2021 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2020 | 2020 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2020 | 2020 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2016 | 2016 |
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IT Decision Makers and Key Stakeholders at Hallmark Cards
| First Name | Last Name | Title | Function | Department | Phone | |
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Enterprise Architect and Business Intelligence Director | Director | IT | |
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Technology & Business Enablement Director | Director | IT | |
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Business Services Director - Technology | Director | IT | |
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Vice President - Mass Retail Operations | VP | Operations | |
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Sales Vice President | VP | Sales | |
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Vice President Corporate Strategy & Business Development | VP | Sales | |
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VP Operations | VP | Operations | |
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Director - Business Strategy and Operations | Director | Finance | |
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CEO | CXO | Finance | |
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Sales Director New and Emerging Business | Director | Sales | |
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SVP HR | VP | HR | |
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Vice President - Greetings Human Resources | VP | HR | |
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Sales Director - National Accounts | Director | Sales | |
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Senior Vice President of Information Technology | VP | IT | |
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Chief Financial Officer | CXO | Finance | |
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Senior Director Administration | Director | Operations | |
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Accountant | Manager | Finance | |
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Director of Finance | Director | Finance | |
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Senior Vice President, Finance | VP | Finance | |
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S.V.P. Controller & Treasurer | Director | Finance | |
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Vice President, IT Operations | VP | IT | |
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Vice President Production Finance | VP | Finance | |
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SVP Business Development | VP | Sales | |
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Senior Vice President Supply Chain and Corporate Officer | VP | Supply Chain | |
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Director of Global Procurement | Director | Procurement | |
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Managing Director - Asia Pacific and Global Procurement | Director | Procurement | |
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Global Procurement Manager | Manager | Procurement | |
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VP International Finance | VP | Finance | |
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Director, Private Accounting and Tax | Director | Finance | |
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CIO | CXO | Finance | |
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Vice President - Global IT | VP | IT | |
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Retail Technology Director | Director | IT | |
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Retail Operations Director | Director | Finance | |
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HR Manager, Hallmark Global Customer Teams | Manager | HR | |
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VP, H.R. - Total Rewards and Corporate Services | VP | HR | |
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Director of HR & Talent Management-Hallmark Global | Director | HR | |
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Vice President, People and Enterprise Development | VP | HR | |
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Finance Director | Director | Finance | |
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Senior Director of Corporate Finance | Director | Finance | |
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Finance Manager | Manager | Finance | |
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Director Global Procurement | Director | Procurement | |
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Human Resources Business Partner | Manager | HR | |
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Senior Human Resources Manager | Manager | HR | |
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Apps Being Evaluated by Hallmark Cards Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Hallmark Cards IT executives and key decision makers. This section highlights Hallmark Cards's latest recorded technology evaluations, including Manhattan WMS for Warehouse Management on 2025-09-25, AppsFlyer Marketing Analytics for Marketing Analytics on 2025-07-31, and SAP Digital Manufacturing for Manufacturing Execution System on 2025-06-26. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Hallmark Cards digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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| 2025-09-25 | Hallmark Cards | Evaluated | Manhattan Associates | Manhattan WMS | Warehouse Management | SCM |
| 2025-07-31 | Hallmark Cards | Evaluated | AppsFlyer | AppsFlyer Marketing Analytics | Marketing Analytics | CRM |
| 2025-06-26 | Hallmark Cards | Evaluated | SAP | SAP Digital Manufacturing | Manufacturing Execution System | ERP Services and Operations |
| 2025-04-30 | Hallmark Cards | Evaluated |
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Business Process Management | ERP Services and Operations |
| 2025-04-11 | Hallmark Cards | Evaluated |
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ERP Financial | ERP |
FAQ - APPS RUN THE WORLD Hallmark Cards Technographics
Hallmark Cards is a Manufacturing organization based in United States,
with around 20000 employees and annual revenues of $5.00 billion.
Hallmark Cards operates a diverse technology stack with applications such as
SAP ERP ECC 6.0, Starlims Abbott eScreen and SAP Digital Manufacturing,
covering areas like ERP Financial, BackGround Screening and Manufacturing Execution System.
Hallmark Cards has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as SAP and STARLIMS.
Hallmark Cards recently adopted applications including
Nyshex in 2025, InComm Incentives Rewards and Recognition in 2024 and Oracle Cloud ERP in 2022,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Hallmark Cards’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Hallmark Cards’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Hallmark Cards technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.