Hallmark’s company-wide data revolution
When Mike Durrant stepped into the role of Head of Data Analytics at Hallmark, he saw a clear opportunity: to create a centralised data team and transform the entire business into a data-literate powerhouse. One where teams across the board could think critically about data, work confidently with it, and use it to drive better, insight-led decisions.
To do that, the UK’s well-known gifting business needed more than new tools and data analysts. It needed a strategic partner to take the time to understand its specific goals and help build a data-driven culture from the ground up. That’s where Corndel came in.
In 2023, Mike launched a company-wide data programme with Corndel, funded by the Apprenticeship Levy. Designed in partnership with Imperial College London and harnessing the expertise and academic rigour of this leading university, the programme was designed around Hallmark’s own workflows and challenges. 24 people across the business joined the first cohort, to learn how they could get more from the tools they were already using and grow their confidence with data.
A culture shift in action
2 years on and the results speak for themselves.
Mike and the team have noted an all-round transformation in the way they go about their day-to-day tasks, using data to communicate more effectively across the business. For example, he says: “The clarity and usability of visualisations have really got better as employees adopt more sophisticated tools. Even Excel usage has become more effective, efficient, and better structured.”
And beyond performance, Mike has noted a genuine culture shift, one that has grown organically across areas of the business.
“For me, the lasting impact is the heightened awareness across all functions and teams about the immense value of data.”
Even the Writing Director, Adam Yare, has seen the benefits of using data to bring new value to his team of writers, designers and illustrators, adopting insights to support their creative process.
“The people side of data is the most crucial aspect. Corndel stood out with its data-centric and culture-focused approach. It became the perfect catalyst for our partnership."
Our human-led approach to professional development, which blends practical know-how with one-to-one support from our Coaches, makes the experience with for Hallmark truly transformational from day one.
“Senior management have been delighted with the improved quality of information received from their team.”
What started as a 24-person programme has become something much bigger: a business-wide shift in how Hallmark sees and uses data.
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