Ulta’s chief marketer on blending brand building and omnichannel marketing

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  "detected_at": "2026-07-06T14:36:00+00:00",
  "company": {
    "name": "Ulta Beauty",
    "domain": "ulta.com"
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  "data": {
    "url": "https://www.retaildive.com/news/ulta-beauty-marketing-chief-kelly-mahoney-brand-building-omnichannel-marketing/824315/",
    "title": "Ulta’s chief marketer on blending brand building and omnichannel marketing",
    "author": "Chris Kelly",
    "excerpt": "Kelly Mahoney digs into how the beauty retailer is driving growth with a playbook that spans cultural partnerships, TikTok Shop, retail media and more. First published on Ulta Beauty's fiscal year is off to a strong start, with Q1 net sales up 11.1% to $3.2 billion and broad-based growth across all channels and major categories, despite persistent economic pressure on consumers, according to the company. Executives have attributed the success in part to its marketing. Leading the way is Kelly Mahoney, who was recently named one of the world's most influential CMOs by Forbes. Mahoney was appointed chief marketer last year after holding key marketing roles since joining Ulta in 2015 and has quickly ramped up efforts and partnerships that build the brand and contribute to growth. “The best marketing combines bold creativity with data, technology and cultural relevance to create meaningful relationships with guests that drive long-term loyalty,” Mahoney told sister publication Marketing Dive over email. “At Ulta Beauty, that means bringing together first-party insights, personalization, social, creators, media, PR and brand storytelling to create connected experiences that inspire discovery, strengthen emotional connections, and deliver measurable business results.” Marketing Dive connected with Mahoney about Ulta’s cultural marketing efforts, channels including retail media and...",
    "summary": "Ulta Beauty reported a 11.1% increase in Q1 net sales, reaching $3.2 billion.",
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    "confidence": 0.95,
    "published_at": "2026-07-06T14:36:00Z",
    "article_sentence": "First published on Ulta Beauty's fiscal year is off to a strong start, with Q1 net sales up 11.1% to $3.2 billion and broad-based growth across all channels and major categories, despite persistent economic pressure on consumers, according to the company.",
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