Michelle Crossan-Matos is the CMO at Ulta Beauty, the nation’s leading beauty retailer. She is responsible for driving the comprehensive strategy, planning, and operations for integrated marketing, creative development, customer experience, Ulta Beauty Rewards member loyalty, UB Media retail media network, public relations, consumer insights, and e-commerce at the brand, which is focused on serving multi-generational guests.
Michelle is a visionary force in propelling brands forward, creating high-performance business models, guiding large-scale transformations, nurturing diverse talent, and defining brand purpose. As Ulta Beauty’s chief storyteller, she’s fearlessly shaping the beauty authority’s narrative by showcasing its innovations in pioneering new omnichannel retail experiences and unlocking unparalleled loyalty, personalization, and discovery for guests. She’s boldly championing the growth of Ulta Beauty’s 600+ established and emerging brand partners, and advocating for an inclusive culture and guest experience.
Prior to Ulta Beauty, Michelle served as the chief marketing, citizenship & communications officer at Samsung Electronics America. Before that, she was senior vice president of corporate strategy, innovation & transformation at Samsung. She also served as CMO for Vertu and held global and regional brand leadership roles at P&G.
Born in Glasgow, Michelle currently resides in Puerto Rico with her husband and their two children.