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BOLINGBROOK, Ill. – Ulta Beauty has announced the appointment of Kelly Mahoney as its new Chief Marketing Officer.
Mahoney, who has been with Ulta Beauty for a decade, steps into the role after serving as Senior Vice President of Customer and Growth Marketing since 2023. She played a pivotal role in expanding the Ulta Beauty Rewards loyalty program, which now boasts more than 44 million members.
As CMO, Mahoney will oversee Ulta Beauty’s brand marketing strategy, including integrated marketing, creative development, member loyalty, consumer insights, media planning, public relations, and social and influencer marketing. She will also lead the continued growth of UB Media, Ulta’s retail media network.
Mahoney succeeds Michelle Crossan-Matos, who departed from the company last month.
Before she was appointed CMO, Mahoney led several key marketing and strategy initiatives. She was instrumental in Ulta’s first-ever Super Bowl activation and helped shape the company’s evolving customer engagement strategies.
Prior to joining Ulta Beauty in 2015, Mahoney held leadership positions at BP and Eire Direct, where she specialized in customer engagement solutions. She also serves on the Board of Directors for Ebbo, a loyalty and customer engagement company, and is actively involved with Metropolitan Family Services, a nonprofit supporting families across Chicagoland.
“I’m so proud to step into the CMO role and shape the future of the Ulta Beauty brand. We know that beauty is more than what you put on—it’s about self-expression, empowerment, well-being, and connection. As Chief Marketing Officer, I will build on our brand purpose of unleashing possibilities in new and meaningful ways to inspire, engage, and empower every beauty enthusiast,” she said.
Mahoney’s appointment is part of a broader leadership transformation at Ulta Beauty. Last month, Kecia Steelman was promoted to President and Chief Executive Officer, while Amiee Bayer-Thomas took on the role of Chief Retail Officer, and Mike Maresca was named Chief Technology and Transformation Officer.
