On February 24, U.S. beauty retail giant Ulta Beauty announced the appointment of Kelly Mahoney as its new Chief Marketing Officer (CMO). Mahoney succeeds Michelle Crossan-Matos, who stepped down last month and will oversee the company’s marketing strategy.
As CMO, Mahoney will be responsible for brand marketing, loyalty programs, media planning, public relations, consumer insights, social media, and influencer strategy, in addition to managing the retail media network “UB Media.” She has been with Ulta Beauty for nearly a decade and most recently served as Senior Vice President (SVP) of Customer & Growth Marketing, where she helped expand the company’s loyalty program, “Ulta Beauty Rewards,” to over 44 million members. Additionally, following Crossan-Matos’ departure, she served as interim CMO and led the company’s first Super Bowl advertising campaign.
Ulta Beauty described Mahoney as “a true champion of our culture and passionate about our brand purpose and unleashing the power of beauty to bring to life limitless possibilities for all.”
Mahoney also expressed her enthusiasm for her new role, stating, “In my ten years with Ulta Beauty, I have worked continuously to garner the unparalleled brand loyalty and trust that we’ve earned with our guests.” She continued, “As chief marketing officer, I will build on this while deepening our brand purpose of unleashing possibilities in new and meaningful ways to inspire, engage, and empower every beauty enthusiast.”
Mahoney’s promotion is part of a series of executive-level personnel changes that have taken place since the beginning of the year. Last month, Kecia Steelman was promoted to President and Chief Executive Officer (CEO), while Amiee Bayer-Thomas was named Chief Retail Officer (CRO), and Mike Maresca was appointed as Chief Technology & Transformation Officer (CTTO). Meanwhile, a successor for Monica Arnaudo, who is set to retire from the role of Chief Merchandising Officer (CMO), has yet to be determined.
In recent years, Ulta Beauty has been navigating an increasingly competitive beauty market, facing strong rivals such as Sephora and Amazon while focusing on strengthening its digital strategies and loyalty programs to differentiate its brand.
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