Kelly Mahoney Named Chief Marketing Officer of Ulta Beauty

In a strategic move to drive marketing efforts forward, Ulta Beauty has appointed Kelly Mahoney as its new chief marketing officer (CMO). Mahoney, who has served in various marketing and strategy leadership roles at Ulta Beauty for over a decade, brings a wealth of experience and a data-driven approach to her new position. As the company faces increasing competition from the likes of Sephora and Amazon, Mahoney's appointment signals Ulta Beauty's commitment to maintaining its market leadership and attracting new customers.



Mahoney's extensive experience in marketing and strategy leadership roles at Ulta Beauty has equipped her with the necessary skills and knowledge to take on the CMO position. Her background in finance and focus on customer loyalty and engagement have enabled her to develop data-led marketing strategies that drive top-line growth, develop strategic plans, and lead innovative marketing programs. As the senior vice president of customer and growth marketing, Mahoney oversaw the Ultamate Rewards Loyalty program, which has been a significant driver of Ulta Beauty's success.

In her new role, Mahoney plans to build on Ulta Beauty's brand purpose of unleashing possibilities and inspire, engage, and empower every beauty enthusiast. She aims to deepen the brand's connection with customers by emphasizing self-expression, empowerment, well-being, and connection. By leveraging her expertise in loyalty programs and data-driven marketing, Mahoney will work to maximize the potential of Ulta Beauty's Ultamate Rewards program as a revenue driver and a tool for customer retention.

One of Mahoney's key priorities will be to differentiate Ulta Beauty's marketing approach in the competitive beauty retail landscape. By leveraging the company's unique product assortment, which includes both mass-market and prestige brands, Mahoney can highlight Ulta Beauty's one-stop-shop appeal. Additionally, she plans to strengthen the omnichannel experience by improving the integration between online and offline shopping, offering personalized recommendations based on customer data, and investing in technologies like augmented reality (AR) and virtual reality (VR) to create immersive shopping experiences.

Mahoney's experience in retargeting lapsed program users will be invaluable in her new role. She understands the importance of keeping members active and engaged, and she has proven strategies for re-engaging customers who may have lost interest or fallen out of the habit of shopping at Ulta Beauty. By leveraging data and AI to create personalized brand recommendations and product curations, Mahoney can encourage users to shop on the app and drive repeat purchases.

In conclusion, Kelly Mahoney's appointment as Ulta Beauty's new CMO signals the company's commitment to maintaining its market leadership and attracting new customers in the competitive beauty retail industry. With her extensive experience in marketing and strategy leadership roles, data-driven approach, and expertise in loyalty programs, Mahoney is well-positioned to drive Ulta Beauty's marketing efforts forward and deepen the brand's connection with customers. By leveraging the company's unique product assortment, strengthening the omnichannel experience, and retargeting lapsed program users, Mahoney can differentiate Ulta Beauty's marketing approach and maintain its market leadership in the face of increasing competition.