Who is Michelle Crossan-Matos? Details about Ulta Beauty’s CMO as she exits the company 

Experienced marketer Michelle Crossan-Matos, who served as Ulta Beauty's Chief Marketing Officer since January 2023, released an internal announcement of her exit from the company.

An excerpt from the LinkedIn post where she announced her exit:

"After a few awesome years at Ulta beauty, the time has come to leave and take on a new challenge. As I celebrate this milestone, I can't help but be grateful for my marketing team, ET, family, and all of the growth that one goes through when you embark on a new path. So to them, I say a heartfelt thank you for everything over these past magical years."

According to her LinkedIn message posted on January 24, 2025, she added that she looked forward to new possibilities.

Crossan-Matos left Ulta Beauty at a time the company recently welcomed a new CEO. During her tenure as CMO of Ulta Beauty, Crossan-Matos worked to build important marketing strategies and developing loyalty systems, besides expanding brand recognition.

With efforts such as the Joy Project and the Joy Council, Crossan-Matos proved that developing consumer experiences that are inclusive should always be a priority. Moving forward from the company, she appears to believe that her marketing team has all the resources it needs to support successful business results.

Michelle Crossan-Matos, before her stint at Ulta Beauty, served in marketing leadership positions at Samsung Electronics America, Procter & Gamble, and Vertu. Ulta Beauty will now have to ascertain their next move about marketing evolution, with new strategies.

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Michelle Crossan-Matos's career and achievements at Ulta Beauty and before

Michelle Crossan-Matos’s professional career spans over two decades, during which she has held various senior marketing roles. Before joining Ulta Beauty, she spent five years at Samsung Electronics America as Chief Marketing, Citizenship & Communications Officer. At Samsung, she was responsible for overseeing marketing campaigns, corporate social responsibility efforts, and communications strategy.

Her earlier roles include senior marketing positions at the luxury mobile phone brand, Vertu, and the multinational corporation, Procter & Gamble. These experiences helped her develop a strong foundation in brand management, consumer insights, and global marketing strategies. Throughout her career, Crossan-Matos has been recognized for her ability to lead teams and drive results in competitive markets.

At Ulta Beauty, she took on the challenge of overseeing diverse functions, including e-commerce, creative direction, and guest services. Her leadership contributed to the company’s efforts to adapt to evolving consumer preferences while maintaining its position as a leading beauty retailer in the United States.

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Michelle Crossan-Matos' impact on Ulta Beauty

During her time as CMO of Ulta Beauty, Crossan-Matos implemented marketing initiatives designed to enhance customer loyalty and brand identity. She played a key role in the Joy Project, a campaign that aimed to highlight the emotional and empowering aspects of beauty. Additionally, the establishment of the Joy Council brought together diverse voices within the beauty industry to foster inclusivity and self-expression.

One of her notable contributions was the enhancement of Ulta Beauty’s loyalty program, which was critical to the company’s success because loyalty members account for 95% of sales. Under her guidance, the program underwent significant updates to better engage customers and align with their evolving needs. These changes demonstrated her focus on customer-centric strategies and long-term growth.

Michelle Crossan-Matos also emphasized the importance of creating welcoming and inclusive retail environments. Her initiatives supported Ulta Beauty’s broader mission of celebrating individuality and enabling consumers to express themselves through beauty. These efforts positioned the company as a leader in customer engagement and brand innovation.

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Michelle Crossan-Matos' departure and future outlook

Michelle Crossan-Matos is leaving Ulta Beauty at a time when the company is experiencing major leadership changes. Weeks before her resignation, Dave Kimbell resigned as CEO and Kecia Steelman took over. These changes have left many concerned how the company will maintain continuity and adjust its strategies going forward.

In her farewell message, Crossan-Matos thanked the organization for the time spent there and indicated that she has full confidence in her team's ability to continue building on the foundation she helped create. She described her experience at the company as fulfilling and highlighted the collaborative spirit of her colleagues.

Michelle Crossan-Matos takes the legacy of impactful marketing strategies and commitment to innovation as she moves on to the next phase of her career. Ulta Beauty, meanwhile, enters a new era through the changing landscape of beauty retail.