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Ulta Beauty chief marketing officer Kelly Mahoney knows she has something most marketers would “die to have:” first-party data from its 46.7 million Ulta Rewards members.
About 95% of Ulta Beauty’s sales now come from its loyalty program subscribers, reflecting a decade of sustained data investments Mahoney has championed since joining in 2015. Under her leadership, Ulta’s shopper data has grown to power everything from emails with lipstick color recommendations to in-app offers from brands like Fenty and targeted digital ads.