Moving and shaking going on

Staff changes at Cardfactory, Woodmansterne, Ohh Deer and Rainbow Designs


There’s some moving and shaking going on in the greeting card community with team mates changing roles at Cardfactory, Woodmansterne, Ohh Deer and Rainbow Designs.

A restructure at Cardfactory has seen Cheryl Sandbach promoted to head of card buying, with Jo Harrison heading up on the side gifts and Bash Harwood in charge of celebrations essentials, which includes party and wrap.

“We want high-calibre individuals to lead the buying of our core categories,” chief commercial officer Adam Dury told PG Buzz, “and you cannot find anyone more suited to the greeting card role than Cheryl.

Above: Cheryl Sandbach (left) is one of the judges for The Henries Awards, and Charlotte Green (right) and Vicky Joshi were on last year’s panel
Above: Cheryl Sandbach (left) is one of the judges for The Henries Awards, and Charlotte Green (right) and Vicky Joshi were on last year’s panel

“It is not just her immense product, commercial and retail knowledge, but her positive contribution of what she brings to the team and supplier relationships that makes her ideal.”

After 20 years at Hallmark in a number of different roles, Cheryl was head of product for various business units from 2015 until she joined Cardfactory in 2022 to work in the buying team looking after the retailer’s London stores.

Cheryl’s promotion to senior buying manager for cards as part of the restructure of the buying teams has led to Samantha Bradley taking over the buying manager role, with Charlotte Green moving into the main card buying team from looking after the London stores, alongside Katie Salt, and Jessica Dransfield and Sonia Cooper are assistant buyers, while Vicky Joshi is the assistant for the London stores with another buyer position to be confirmed.

“There’s a real buzz around the card buying team at the UK’s largest chain,” Cheryl said, “and I’m delighted to be given the opportunity to lead this very talented team. We have exciting plans for the future, and I can’t wait to see what we can achieve together!”

Above: Ohh Deer has promoted Harry Ferrin
Above: Ohh Deer has promoted Harry Ferrin

At Ohh Deer Harry Ferrin is now the publisher’s new b2b sales manager, and md and co-founder Mark Callaby said: “It’s a much-deserved promotion. Harry joined us nine years ago – on his 18th birthday no less – as an apprentice.

“I insisted that he didn’t need to start on his birthday, but that first day he stood up and thanked us for the opportunity. Over those nine years he’s learnt everything about the business and developed his skills and I’m confident that he’s going to smash his new role.

“He’s grown with the business and has done an incredible job over the last few years helping us to grow our wholesale side and I’m very excited that he’s now stepping up to help us lead it.”

Opportunity has come knocking for Kate Leach as Woodmansterne’s head of marketing has decided to turn her creative side hustle Essoldo Design into a full-time gig.

That means her role at the Watford-based publisher and category management company is now being advertised, with Kate due to leave the business in mid-September.

Above: Kate Leach with her card designs and book on Woodmansterne’s PG Live stand
Above: Kate Leach with her card designs and book on Woodmansterne’s PG Live stand

She’s set to concentrate on her own brand which already has a range of card designs with Woodmansterne as well as the Ebb & Flow fabric collection being produced by US company Windham Fabrics – over 80,000 yards has already been ordered – and her first book, Creative Abstract Watercolours published by David & Charles, is selling well following its publication in March, it’s now available in six languages and is currently second on Amazon’s watercolour painting techniques bestsellers chart.

With her cards showcased on the publisher’s stand at PG Live, Kate said: “I still can’t quite believe this is happening to me. I started my working life as a graduate trainee at John Lewis, working in the stationery and greeting card department of its Watford store and now I have cards featuring my designs on sale in its stores! It’s all a rather lovely dream come true.”

And at Rainbow Designs, where its plush is a popular additional seller at many greeting card stores, Kristina Sundby has joined as a national account manager, bringing over seven years of retail experience in categories including party and celebrations, having moved to the UK from her native Norway in 2020.

Above: Kristina Sundby has joined Rainbow Designs
Above: Kristina Sundby has joined Rainbow Designs

Rainbow’s prestigious licensed character ranges include Paddington, Harry Potter, Peter Rabbit and Disney’s Winnie The Pooh and The Lion King, and Kristina said: “I’m eager to embark on my journey in the nursery, gifting and toy industries, working with these true heritage brands, and bringing joy into little one’s first years. It’s hard not to fall in love with our products, and I’m looking forward to working closely with our existing and new retailers in the nursery and toy categories.”

Gary Hughes, Rainbow’s national accounts controller, added: “Her ambitions align with ours and, coupled with her experience, it makes Kristina the perfect fit for Rainbow. We’ve so much to offer retailers that Kristina can cultivate, and I’m looking forward to seeing the impact she will inevitably make.”

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