Kelly Mahoney
Chief Marketing Officer at Ulta Beauty, experienced marketing and strategy leader driving data-led, consumer-centric growth and loyalty programs.
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Feb 24, 2026 • 27min
Intelligent Beauty: How Ulta Beauty uses AI personalization to power loyalty and relevance at scale
Kelly Mahoney, Chief Marketing Officer at Ulta Beauty and data-driven loyalty leader, explains how Ulta’s massive rewards program and first-party data power personalization at scale. She discusses motivation-based segmentation replacing demographics. AI-powered recommendations, omnichannel journeys, creator-driven discovery, and cultural partnerships shape relevance and growth.
