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For over 68 years, HC Brands has fiercely believed in the importance of our employee culture. We believe that when our team is happy and healthy, they are productive and efficient and they deliver our customers the best possible product and service. Our team is made up of talented, smart, and experienced individuals, each offering something unique. Learn more about our owners and leadership team here.

Bryan Croft

Owner And CEO

Steve Fernandez

Owner & Strategic Advisor

Jim Gruhn

President

Erin Poirier

Controller

David Markle

Chief Marketing Officer

Frank Ferraro

VP of Fulfillment and Logistics

Kelly Rossman

VP of People and Culture

Our Owners X

Bryan Croft

Owner & CEO

Bryan received a Marketing degree from the University of North Florida and joined the family company in 1998, starting in the production of name tags and learning the business and the products we manufacture. Bryan pushed the company into selling online in 1999 and moved out of production into sales and marketing. Since purchasing the company in 2009, Bryan spends his time thinking about innovation and how we can sell more stamps, signs, and other products. He is also driven by a passion to analyze and improve processes, especially how we can manufacture our products more efficiently.

Our Owners X

Steve Fernandez

Owner & Strategic Advisor

Steve received his Bachelor of Science in Computer Engineering from the University of Florida and Masters of Business Administration (MBA) from the University of Texas at Austin. Steve joined HC Brands after a career with Fortune 500 companies including IBM, General Electric, Lockheed Martin, and Fidelity National Financial. Early in his career, Steve designed and developed semiconductors and computer systems. After receiving his MBA, Steve moved into corporate leadership roles and finance positions. His current passion is helping HC Brands evolve from a small family business into a national leader in Personalized Products, including custom stamps, signs, plaques and awards. Steve is actively involved in finances including M&A, as well as providing leadership to the technology and operational teams.

Executive Team X

Jim Gruhn

President

Jim received an MBA in Management of Information Systems from Bellevue University in Bellevue, Nebraska. Previously, he held multiple leadership roles in technology for three top IR100 corporations, including billion-dollar Fanatics, Hayneedle, and Oriental Trading Company. Gruhn is an e-commerce and technology veteran who is passionate about leveraging innovative technology solutions to drive substantial growth across the organization.

Executive Team X

Erin Poirier

Controller

Erin joined HC Brands as the Controller, responsible for overseeing the Finance Team, Accounts Payable, and Accounts Receivable. Moreover, Erin’s role is critical in the company’s financial planning, asset management, risk assessment and management. She joined HSC with over 30 years of accounting and finance experience, most recently with MedAxiom and prior to that, Stop at Nothing. Erin received her MBA from the University of North Florida.

Executive TeamX

David Markle

Chief Marketing Officer

David is a veteran eCommerce marketing professional with a passion for technology, behavioral science, customer research, and data insights. He has 25+ years of experience building brands and designing innovative experiences to improve the way customers discover, learn, and shop online. David has worked for innovative startups to fortune 500 companies including Hewlett Packard (Inacom), Optical Innovations, Hayneedle, Omaha Steaks and Spreetail. He received a B.S. in Marketing with a minor in Economics from the University of Nebraska.

Executive TeamX

Frank Ferraro

VP of Fulfillment and Logistics

Frank is an experienced global operations executive focusing on logistics, fulfillment and manufacturing. He started his career in the designer jewelry and luxury products market where he helped build many of today’s leading brands including David Yurman. In 2002, Frank and his young family moved to Bali, Indonesia, where he was the VP of Asia Operations and General Manager for John Hardy. In 2005, Frank started his own consulting company, Business Solutions International, in Bangkok, Thailand, working with global retailers and wholesalers such as H. Stern and Silpada. He has worked extensively in China, Southeast Asia, India, Hong Kong and Singapore and is well versed in supply chain, manufacturing and logistics. Frank’s entrepreneurial spirit brought him to HC Brands in 2022 where his global experience will contribute to the growth and development of this great brand.

Executive TeamX

Kelly Rossman

VP of People and Culture

Kelly Rossman is a Human Resources Management executive and practitioner with more than 20 years of professional advancement across diverse industries. Most recently, she was the Executive Director at Global Village Academy Collaborative, a non-profit educational support organization, and before that she was an HR leader at several global Fortune 500 organizations. She used her expertise to spearhead initiatives to train new managers, conduct HR audits & workplace investigations, consult on acquisition integration programs, acclimate employees to company culture, and international assignment management. Kelly earned her Master of Professional Studies from the University of Denver in Global HR Management. She is energized by working with people toward a common, meaningful goal to make the world a better place.