R Pal Ulta Beauty promotes Kelly Mahoney to Chief Marketing Officer, reflecting a strategic focus on brand innovation and customer engagement.
Ulta Beauty has appointed Kelly Mahoney as its new Chief Marketing Officer (CMO), succeeding Michelle Crossan-Matos, who departed the company last month.
Mahoney, a decade-long veteran of Ulta, previously served as Senior Vice President of Customer and Growth Marketing. In her new role, she will oversee brand marketing strategy, integrated marketing, creative development, member loyalty, consumer insights, media planning, public relations, and social and influencer marketing.
This leadership change is part of a broader executive restructuring at Ulta. In January, the company announced that CEO Dave Kimbell would retire after 11 years, with President and Chief Operating Officer Kecia Steelman stepping into the CEO role.
Steelman, who joined Ulta in 2014, brings extensive experience from previous roles at Family Dollar Stores, Home Depot, and Target. Her promotion comes as Ulta aims to reaccelerate sales amid global market slowdowns, with plans to add 200 new stores by 2027.
Mahoney’s promotion underscores Ulta’s commitment to strengthening its brand and customer engagement strategies. During her tenure, she played a pivotal role in expanding the Ulta Beauty Rewards loyalty program, which now accounts for over 95% of company sales.
Her data-driven approach is expected to further enhance Ulta’s market position in the competitive beauty retail landscape.
Ulta continues to innovate in customer engagement. The company is launching “Beauty World,” a one-day event in San Antonio on April 26, described as a “Coachella for makeup lovers.” The event will feature nearly 200 brand partner booths, hair and makeup tutorials, a live DJ, food, and a swag bag valued at over $1,000. Registration is priced at $160.
As Ulta navigates these leadership transitions, the company’s strategic focus remains on delivering innovative customer experiences and expanding its market presence. Investors and industry observers will be closely monitoring how these changes influence Ulta’s performance in the evolving beauty retail sector.
