How Hallmark and Her Campus Built a Gen Z Growth Strategy: Lessons from a Multi-Year Partnership
About the Program
Hallmark and Her Campus Media will share lessons from their multi-year partnership focused on building relevance and long-term affinity with Gen Z. Together, they will explore the business opportunity behind the partnership, how the strategy has evolved into a range of activations (across content, ambassadors, IRL experiences, and more), and what they have learned about engaging younger consumers through community, participation, and authentic connection. The session will offer practical takeaways for marketers looking to build authentic and direct relationships with the next generation.
Event Details
Date: Thursday, January 21, 2027
Time: Noon – 1:00 p.m.
Virtual Event
About the Speaker
Andrea Hoover
Andrea Hoover is Marketing Director, Integrated Marketing at Hallmark, where she leads cross-functional marketing initiatives that connect products, partnerships, content and consumer experiences. With nearly two decades of experience, she has helped brands navigate growth, launch new initiatives and build stronger connections with consumers.
Before joining Hallmark, Andrea held marketing leadership roles at Essense of Australia, Rally House and Go Local Interactive. She is known for bringing together diverse teams, turning strategy into action and helping organizations tackle complex business challenges with clarity and collaboration.
Andrea earned a bachelor’s degree in Marketing from Missouri State University and an MBA from the University of Missouri-Kansas City. She is passionate about developing people, challenging teams to think differently and creating work that delivers lasting impact for both customers and the business.
Danielle Kushner
Danielle Kushner is celebrating 12 years, and counting, at Her Campus Media! Currently the Senior Director of Brand Partnerships & Sales Operations at HCM, Danielle leads returning business and fosters existing business with leading brands looking to reach the Gen Z/next generation audience. Danielle’s dual role also has her serve as the lead for sales operations and enablement. A graduate of the University of South Florida with a B.A. in Public Relations and a minor in Leadership Studies, Danielle has had her roots in South Florida, Tampa, Boston, Los Angeles, and now Royal Oak (Michigan).