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Who is Hallmark?

100% Associate Owned. Marketer. Distributor. Construction Industry. Building Materials Experts. 50-year history. Big Bright Future. That’s Hallmark Building Supplies, Inc. Founded in 1974 by Joe Balthazor, turned 100% Associate Owned in 2020, Hallmark is on a growth trajectory like never before. Our major product lines are:
  • Corian® Design products: Corian® Solid Surface, and Corian® Quartz
  • DuPont Performance Building Solutions: Tyvek® Weather Resistive Barriers, Tyvek® Roofing Underlayments, and Dupont™ Flashing & Accessories
  • Keene™ Building Products
  • Balconies by Levante® : Our wholly owned subsidiary, Levanté®, LLC is a manufacturer of  prefabricated balconies.
Yet we’re more than just the products in our warehouse at Hallmark. We’re committed to delivering exceptional service. To supporting you and your customers. And we won’t ever ask you to buy something you don’t need. Challenge us… we’re creative problem solvers. Whether it’s inventory, technical support, training, education, or business consulting, we will do what it takes to get things done and get you what you need.

What Does Associate Owned Mean?

We’re structured as an Employee Stock Ownership Plan (ESOP) which is a qualified retirement plan authorized and encouraged by federal tax and pension laws. Being an ESOP company means that we all have a stake in the success of Hallmark. Our Associates (employees) get to enjoy the benefits of owning shares of the company, which grow in value as we grow. We’re not just working for a paycheck; we’re working for our future!

Benefits of Employee-Owned Companies:

  • A unique retirement benefit as it requires no out of pocket contribution from employees. An ESOP creates a mechanism for personal wealth.
  • Provides job security for employees. Companies with employee stock ownership are 7.3 times less likely to lay off employees than conventional firms.
  • Provides business continuity… the people who know the business best are running the business.
  • Research proves that giving workers a stake in the company (ownership) improves employee attitudes toward the company, and these translate to improvement of the organization’s service and profit.
  • Provides consistency for customers when senior leadership transitions.

50+ Years of Growth

Open for business in Milwaukee, WI distributing DuraBeauty laminate and DuPont Corian® solid surface.

We’re pioneering the use of solid surface… so much so we must fabricate it ourselves to get customers to buy it. As demand grew, fabricators opened, and we focused on distribution.

Here we grow! DuPont awards us the geography of MN for Corian® solid surface and we become a multi branch distributor. We’re also awarded Tyvek® in Southeast Wisconsin in 1988, and then in Eastern Missouri in 1989.

We continue expanding and take on Northwestern Missouri and Kansas City for Tyvek® in 1990. We make the decision to focus on branded products and divest of the DuraBeauty (now called Pionite) laminate line.

DuPont launches Zodiaq®. Hallmark opens a sister company, Pollux Manufacturing: a hard surface fabrication shop.

Hallmark opens Apollo Manufacturing: a concrete countertop shop. Soterra Natural Stone Surfacing is added to our offering.

DuPont™ Corian® awards Hallmark distribution rights in the states of Colorado, eastern Wyoming, Utah, New Mexico, Northeastern Nevada, and the western edge of Texas.

Pollux Manufacturing is sold. DuPont™ Corian® awards us Arizona and Southern Nevada, then Iowa and Nebraska, and Texas and Oklahoma. We became a partner in testing a 3PL model with DuPont in the states of Southern California and Hawaii with Hallmark was doing the distribution and logistics while DuPont did sales and marketing.

DuPont Building Innovations awards us the Eastern half of Minnesota for DuPont Tyvek®.

DuPont Corian® awards us geography of Southern Illinois, Missouri, Kansas, Arkansas, and Louisiana. Acquired Tyvek® territory of NE Wisconsin.

3PL model test with Corian® is over, we are awarded distribution in the states of Texas, Oklahoma, Iowa, and Nebraska.

Acquired Tyvek® territory of Western Iowa and Nebraska, and Western Wisconsin. Wholly owned subsidiary Levanté®, LLC is formed, and Levanté® Aluminum Architectural Components becomes a brand.

On September 30th we become 100% associate owned!

In December, the board names Bobby Staats as President, Joe transitions to Chairman & CEO role.

  • DuPont™ Corian® Design awards us the states of North Carolina, South Carolina, and Georgia.
  • Hallmark wins the first ever “Rising Star Award” from the Wisconsin ESOP Association.

July 2024: Hallmark acquires the Tyvek® geography in Eastern IA.

November 4th: Happy 50th Anniversary Hallmark! Cheers to another 50 years with more growth on the horizon!

January: Adds Keene™ Building Products as an offering in the Exteriors Business Unit.

February: Hallmark wins the 2025 WI ESOP Company of the Year award.

March: Hallmark named the 2025 Dupont™ Tyvek® Distributor of the Year.

GEOGRAPHICAL MARKETING AREAS WE SERVE

Our Foundation

Strategic System

Driven by process and continuous improvement, we began using W. Edwards Deming’s philosophies in the 1990s.

In 1994, we retained the services of Associates for Process Improvement and formalized a journey of implementing Dr. Deming’s Profound Knowledge to manage the business. Can you say “red bead experiment”!? To learn more about Dr. Deming visit the Deming Institute at www.deming.org.

Fast forward to the early 2000’s. Understanding the need for interdependence within a system, we focused on applying Deming’s teachings and transitioned from theory to results oriented implementation. While continuously learning and improving, we foster partnerships with our customers to share our expertise and perform to help them meet their commitments.

Now, we’ve set our sights on scaling up to 10x valuation by 2031. As the fire to start a new burst of growth, we’ve fully integrated the Scaling Up methodology, which is based on the Rockefeller Habits. Let the daily huddles begin! As an ESOP, we are building wealth for our associates by scaling the business all while building great things for our customers.

Leadership

Leadership & Board

After transitioning to 100% associate ownership in 2020, Hallmark is now governed by a board of inside and outside members. Meet our Leadership Team and Board of Directors.

Joe Balthazor

Chairman, CEO & Founder
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Ariana Bodenbach

VP Human Resources
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Robb Buechler

VP Exteriors Business Unit
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Kent Holtz

VP Operations - Member of the Board
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Todd Lienke

VP Information Technology
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Paula Osvold

VP Interiors Business Solutions
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Katie Sadorf

VP Marketing & Strategy
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Bobby Staats

President - Member of the Board
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Jim Hobby

CFO
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Christine Adee

Board Member
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Jim Winistorfer

Board Member
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Joe Balthazor

Chairman, CEO & Founder
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Ariana Bodenbach

VP, Human Resources
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Robb Buechler

VP, Exteriors Business Unit
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Kent Holtz

VP, Operations
Member of the Board
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Todd Lienke

VP, Information Technology
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Paula Osvold

VP, Interiors Business Solutions
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Katie Sadorf

VP, Marketing & Strategy
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Bobby Staats

President
Member of the Board
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Jim Hobby

CFO
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Christine Adee

Board Member
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Jim Winistorfer

Board Member
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Jim Winistorfer
Board Member

Jim serves on several boards locally, including Hallmark’s, sharing his expertise in sales, marketing, operations, and C‑suite leadership. With a storied level of experience leading Lean thinking, robotics, and automation strategies, Jim blends continuous improvement with practical execution. He holds both a BS and MS from UW–Stout. Outside the boardroom, Jim is a USGA and WSGA Certified Golf Rules Official—and proudly carries “Expert” status in the Rules of Golf. He’s someone who knows how to keep score, both on the course and in the boardroom.

Christine Adee
Board Member

Chris is a nationally recognized ESOP leader and an active member of Hallmark’s Board. Her expertise is in financial strategy, risk management, M&A, and integration. Chris is a frequent speaker on ESOP and M&A topics nationwide, and a trusted voice in the employee‑ownership community. She holds an MBA and undergraduate degree in accounting and finance from UW–Milwaukee’s Lubar College of Business, with executive education from Wharton and Kellogg. Strategic, entrepreneurial, and always people‑first, Chris is as energized by building employee‑owned companies as she is by sharing why ESOPs simply work.

Jim Hobby
CFO

 

Not your typical bean counter, as CFO, Jim brings deep financial expertise and an even deeper well of personality. He’s a numbers whisperer with a no-nonsense approach, this CPA offers extensive experience in restructuring, acquisitions, and the construction industry. A Texas native, Jim’s now living in Wisconsin—because, as his wife wisely says, cold beats heat any day. A dedicated husband and dad, Jim is a Disney enthusiast, bicyclist, and bona fide foodie. Beyond the balance sheet, Jim is active on volunteer boards, giving his time and talent to causes that matter. His numbers may be spot on, but it’s his humor, humility, and people-first mindset that truly add up.

Bobby Staats
President

President since 2023 and a dedicated Missouri alum, Bobby brings passion to his leadership—right down to naming his dog Truman after the Mizzou mascot. He holds an MBA from William Woods University and has built a well‑rounded career at Hallmark over more than 20 years. Certified in Business Analytics and a Master Facilitator of the BluePrint Sales Process, Bobby blends data-driven insight with people-first leadership. He also gives back beyond the business, serving on the board of a county-based charitable organization. Outside of work, he’s most often found on the baseball field with his son, cheering on his daughter at track meets, reading a great book, or catching a local concert with his wife.

Katie Sadorf
VP Marketing & Strategy

As VP of Marketing & Strategy, a proud UW–Whitewater undergraduate and MBA alum, and Certified Scaling Up Coach, Katie brings sharp strategic thinking, creative energy, and a true growth mindset. She thrives at the intersection of strategy and imagination, coupled with practical implementation. Working with the marketing team, leading the planning processes, and heading up the execution of our M&A plan are just a few hats she wears. A dynamic leader, trusted advisor, wife, and mom to two grown sons, Katie balances vision with heart. And when she’s not building what’s next at work, she’s mapping out her and her husband’s next international adventure, floating on a local lake, or volunteering as President of her hometown’s scholarship fund board.

Paula Osvold
VP Interiors Business Solutions

With extensive commercial business expertise and a strong reputation as an authority in her field, Paula serves as our VP of Interiors Business Solutions, leading the Commercial and Residential Corian® Design business. A Minnesota State University alum, Paula is deeply respected for her thoughtful, inclusive leadership—bringing people together, listening first, and challenging assumptions to unlock smarter, stronger outcomes. A former Army National Guard MP, she pairs quiet confidence with steady resolve, encouraging her teams to honor what’s worked while boldly imagining what’s possible next. Outside the office, Paula enjoys time with her husband, daughter, son, and their two dogs—chasing the golf ball as a casual golfer or relaxing on one of the state’s 10,000 lakes.

Todd Lienke
VP Information Technology

VP of IT. Todd is the kind of leader who proves that great technology starts with great service. Educated at KRS Computer & Business School in Minnesota and Microsoft Certified, he brings deep technical expertise—but what truly sets him apart is how he shows up for people. Todd is focused on making life easier for internal teams, solving problems with patience, clarity, and a can‑do attitude. A devoted husband, and proud dog dad to Benny, Todd believes technology should support people, not slow them down. When he’s not keeping Hallmark ahead of the curve, you’ll find him perfecting his next grill‑ or smoker‑worthy creation or unwinding with a good bourbon—always with the same thoughtful care he brings to his work.

Kent Holtz
VP Operations
Member of the Board

A Member of the Board with an MBA from UW–Whitewater and a degree from Marquette University, Kent’s passion for learning runs deep. As VP of Operations, he leads customer service, purchasing, warehouse, and delivery with steady focus and broad expertise. Based in Wisconsin, Kent enjoys time with his grown twin sons and daughter whenever their schedules allow. When he’s not leading operations, he’s trying to keep up with his very active wife, or catering to the needs of the family pup, Charlie. Make no mistake, though, soaking up quiet moments by the lake or hunting in the Dakotas are Kent’s favorite places to recharge.

Robb Buechler
VP Exteriors Business Unit

A Bachelor’s degree in Business and Finance from UW–Stout was just the beginning for this Minnesota native. With hands‑on experience spanning fabrication and business leadership, Robb has built a deep resumé across Hallmark and now leads as VP of the Exteriors Business Unit. A trusted sales leader, with a sharp eye for pricing and a knack for supplier negotiations, Robb brings both history and forward momentum to the role. He also leads Hallmark’s Balconies by Levanté® business, challenging him to learn the ins and outs of metal fabrication. After hours, you’ll find him on the golf course or chasing adrenaline—snowmobiling, dirt biking, or jet skiing—while staying anchored as a devoted husband, father of three, and proud grandpa.

Ariana Bodenbach
VP Human Resources

A proud UW–Milwaukee alum with dual degrees in Human Resource Management and Supply Chain & Operations Management, Ariana serves as our VP of Human Resources. Her advocacy for Associate Ownership drives her to be an active member of leadership in the Wisconsin chapter of the ESOP Association. Ariana’s a passionate steward of Hallmark’s ownership culture, as well as for balancing the business of employment with the desires of the workforce. It’s never a dull moment in HR! Outside of work, life is full: alongside her husband, she’s juggling a daughter, a son, a dog, and a family landscaping business—proving she leads with the same energy and heart both at Hallmark and at home.

Joe Balthazor
Chairman, CEO & Founder

From dairy farm roots to corner office, Joe is the Founder and CEO of Hallmark—a company he started in a small Milwaukee office more than 50 years ago and grew into a 23‑state operation with 130+ team members. A big‑picture thinker, and now author, Joe has done it all: pulling laminate in the early days, fabricating Corian® to spec, and steering Hallmark toward its next chapter well beyond the 50‑year mark. As Chairman of the Board and leader of Hallmark’s inorganic growth strategy, he’s still actively building big ideas. Devoted husband and father of six, we’d be remiss to not share Joe’s lifelong passion for his Green Bay Packers, Milwaukee Brewers, and Marquette (Warriors) basketball.

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