Hallmark Cards has hired Alexis Kerr to lead its Mahogany Brand as it sets plans to transform the brand into more than just a card line.

According to a press release, Kerr will lead the Hallmark Mahogany Brand as vice president. The 30-year-old brand focuses on creating greeting cards that celebrate Black culture. In her new role, Kerr will be responsible for expanding Hallmark’s Mahogany Brand to drive a new and improved consumer experience.

“Alexis is a proven leader in multicultural brand development and we’re thrilled she’s joining us to lead the growth of Mahogany,” Hallmark CMO Lindsey Roy said in a statement. “We see a great deal of potential in the power of this brand as we work to create products and experiences for our diverse customer base.”

Prior to joining Hallmark, Kerr worked at Cadillac in various roles for the past five years, most recently serving as the automotive company’s head of multicultural marketing. During her time there, she grew Cadillac’s multicultural brand presence by 40 percent, a press release states. She’s also previously held leadership roles at companies in the automotive industry, including General Motors and Delphi.

“Hallmark’s investment in Mahogany will help us deepen and strengthen our relationships with existing customers, while also attracting new and diverse audiences,” said Kerr in a statement. “I am excited to lead the team as we help more people live caring and connected lives full of meaningful moments.”

In celebration of Black History Month, Hallmark’s hiring of Kerr comes after the Mahogany Brand launched a one-million card giveaway, which the company reports were dispersed in less than two days. People who signed up were gifted a three-card pack that included cards from Mahogany’s newest collection, Uplifted & Empowered, a collection created by Black writers and artists with solidarity, empowerment and community in mind.