Photo of the HC Brands Team

For over 64 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

President And CEO

Steve Fernandes

VP and CFO

Jim Gruhn

Chief Technology and Marketing Officer

Lee Pinkerton

Chief Operating Officer

Erin Poirier

Controller

Chris Warren

Vice President of Digital Marketing

Alice Viego

Head of People Operations

Our Owners X

Bryan Croft

President and CEO

Bryan received a Marketing degree from the University of North Florida and joined the family Company in 1998 starting in production of nametags, 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

Vice President and CFO

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 the Marking Industry which includes 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

Lee Pinkerton

Chief Operating Officer

Lee joined HC Brands in April of 2017 as Chief Operating Officer overseeing the servicing strategy and all customer service operations for the company. Over his 30-year career, Lee has been a transformative and visionary leader known for helping companies build strong service operations and nurturing "Customer First" company cultures.Prior to joining HC Brands, Lee served as Vice President of Customer Experience for Fanatics. During his 7 years at Fanatics, he helped to transform the company from a $100 million family-owned business to the 30th largest e-commerce company in the world with revenues over $1.5 billion.

Executive Team X

Jim Gruhn

Chief Technology and Marketing Officer

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

Chris Warren

Vice President of Digital Marketing

Chris joined the HC Brands team in July of 2015. With a background in Marketing Services, Chris has ran successful online campaigns for the NFL, NBA, NHL, and other Major Sports entities. Before that, he was the in the retail industry as a Senior Manager for a major retail lifestyle brand. He graduated with a degree from Western Kentucky University in Architectural Services. With a background containing a wide array of skills, Chris has now settled in at HC Brands as the Vice President of Digital Marketing, where he is responsible for growth of the core sites, and continuing to provide a better customer experience for the customer.

Executive Team X

Alice Viego

Head of People Operations

Alice joined HC Brands in September of 2018 as the Head of People Operations, overseeing HC Brands’ People Operations strategy and vision. Over her eight years in the field, she has created strategies for other companies on employee engagement, talent acquisition, and performance management. Additionally, she developed wellness programs that earned acknowledgements such as the “Healthiest Companies in Jacksonville”. Prior to joining HC Brands, she worked at Finlay Management as the Director of Talent Management and created their human resources department from the ground up. Before Finlay Management, Alice worked at the Presidio Trust, PwC and Blackrock investments. Alice has a Bachelor of Arts degree from the University of Arizona.

Executive Team X

Erin Poirier

Controller

Erin recently 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 joins 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 University of North Florida.