Sabrina Wiewel

Sabrina Wiewel is executive vice president and chief administrative officer for Hallmark Cards, Inc. 

In this role, Sabrina works across Hallmark’s businesses – Crown Media, Crayola, and Hallmark Global – to create alignment on a broad portfolio of enterprise capabilities, including diversity and inclusion, talent management, employee experience, compensation and benefits, and corporate communications. She also oversees external relations work including corporate brand reputation, public relations, corporate philanthropy, and government affairs. 

Prior to being promoted to her current role, Sabrina served as Hallmark’s senior vice president – customer development, a role in which she was accountable for the distribution of the company’s products through a network of 50,000 rooftops in the United States and through digital solutions. Before joining Hallmark, Sabrina worked in executive leadership at H&R Block. 

Sabrina is an active champion for diversity and inclusion, both inside and outside of Hallmark. She’s a recipient of Hallmark’s “CEO Walking the Talk” award recognizing individuals who demonstrate initiative, commitment and leadership to making Hallmark more inclusive. In 2015, she won a Retail Leader Association Best Practices award for work she led to bring a customized assortment of products to a Walgreens store San Francisco’s LGBTQIA-centric Castro neighborhood. Sabrina has participated in panel discussions on the topic of diversity and inclusion at both the local and national level, and her perspectives were featured in a Forbes.com column titled “How Hallmark Cards is Paving the Way for Diversity in Both Content and Culture.” 

In 2016 Sabrina was named a Kansas City Business Journal “Women Who Mean Business” honoree and was included in Bizwomen’s “Top 100 Women to Watch,” recognizing the top 100 female business leaders in the country. 

Sabrina serves on the boards of directors for Band of Angels, the Starlight Theater, the Nelson-Atkins Museum of Art, and the Metropolitan Organization to Counter Sexual Assault (MOSCA). 

She holds a bachelor’s degree in communications and marketing from Central Missouri State University. 

Sabrina Wiewel
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