Ulta Beauty is continuing with its C-suite shuffle.
Newly minted chief executive officer Kecia Steelman has named Kelly Mahoney Ulta Beauty’s new chief marketing officer, overseeing the company’s brand marketing strategy, loyalty, media planning, public relations, consumer insights, and social media and influencer strategy.
She takes over from Michelle Crossan-Matos, who departed last month.
Mahoney has been with Ulta Beauty for 10 years serving in marketing and strategy leadership roles prior to being named senior vice president, customer and growth marketing last year.
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Mahoney said: “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. In my 10 years with Ulta Beauty, I have worked continuously to garner the unparalleled brand loyalty and trust that we’ve earned with our guests. 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.”
Ulta is still searching for a chief merchandising officer, with Monica Arnaudo planning to retire.
The retailer has faced headwinds in the last year, including increasing competition from Sephora and Amazon, but at the time of former CEO Dave Kimbell’s departure, the company actually raised its guidance for the fourth quarter. It is now expecting comparable sales to trend upward and operating margin to exceed the previously reported range of 11.6 percent to 12.4 percent.