A Short Introduction…
We met Jan Willem Koch at our office in Zeist. He began his career in sales at Unilever and quickly moved up, developing expertise in Marketing before becoming General Manager at Etos. Ten years ago, he joined Hallmark as Managing Director Continental Europe.
Why Hallmark?
“We are truly a purpose-driven company. We’ve existed for nearly 115 years, which isn’t by chance! We had a purpose before ‘purpose’ was even a buzzword. As a family-owned business, you can feel that atmosphere on the work floor.”
“Within Hallmark, we have different ‘blood groups.’ For example, Digital is very different from Retail, but these two areas must connect. We strive to expand beyond just cards. This is achieved through innovation, broadening our offerings, and renewal. A great example is the introduction of Christmas ornaments last year. This innovation, aligned with our core idea of connecting people, extends beyond cards.”
Team Diversity
“The diversity within Hallmark makes it enjoyable to develop in various areas. Our team consists of individuals with different backgrounds and expertise, from digital specialists to retail experts. This creates a dynamic and inspiring environment where we can quickly move from idea to product.”
“At Hallmark, there’s a balance between new graduates and experienced colleagues, some celebrating 50 years with us. We are a close-knit team, visible in our activities outside of work hours.”
Connecting People
“Our products have two key characteristics. First, they bring intrinsic joy to everyone. Receiving our products always has a positive impact, especially during tough times. Who doesn’t get lifted up by receiving a card? Our products touch hearts and contribute to emotional connections.”
Personal Career Path
What gives you the most energy?
“Several aspects of my work energize me. The most important is setting and achieving sustainable goals together. Everyone contributes to the outcome, and you’re building something collectively. Doing this with the team, providing direction, and inspiring people gives me a lot of energy.”
Factors Contributing to Success
“My career has been characterized by seizing opportunities at the right time. I have always pursued things I enjoy and remained open to learning and growth. Starting in sales wasn’t my initial intention, but I continuously challenged myself to try new things.”
Tips for Success
“I’ve noticed that some people want too much too quickly. In a fast-paced world with high pressure, it’s important to focus on what you have and how you can improve. I’ve worked with colleagues focused only on their next career step and others who mostly enjoyed their current roles. If you excel in what you do, opportunities will come naturally. It’s crucial to embark on the adventure, show vulnerability, and ask for help when needed.”
Your Greatest Strength as a Pitfall
“My optimism is both my greatest strength and my potential pitfall. I believe anything is possible, which can sometimes lead to underestimating risks. Large changes take more time and effort than anticipated, and this can conflict with my tendency to want to move quickly.”
“I’ve learned to balance optimism with realism. Trusting my team and adjusting the pace of change to what the organization can handle is crucial. It’s about moving with the capacities of the people and the organization and finding a balance between focus and speed of change.”
Challenges
“Our challenge is to ensure our category continues to grow in this time of change. The need for connection is greater than ever. People want to spend more time together, and we aim to remove barriers to make sending cards a habit. Receiving cards makes people happy. Our goal is to make sending cards easier and thereby grow the category without overwhelming the organization.”
Work-Life Balance
“I see work and private life as a continuum rather than separate worlds. I spend many hours on my work, but I enjoy it, and it energizes me. Flexibility in managing my schedule helps balance my personal life and work.”
“For example, we organize a boot camp training for the entire team on Monday evenings at Hallmark. It’s a great initiative blending work and private life, well-received by the team. Sometimes, I work during my free time, but I don’t mind; I see it as following my passion and contributing to our company’s success. I’m always reachable but have the freedom to choose when to respond.”
