Kelly Garcia

Kelly Garcia serves as Chief Technology Officer at Ulta Beauty, where she leads the company's technology strategy, digital transformation, and data-driven initiatives. In the AdTech and retail media space, she is recognized for her role in advancing Ulta Beauty's UB Media retail media network, which leverages the beauty retailer's rich first-party data and loyalty program — encompassing tens of millions of members — to offer brands targeted advertising opportunities both on and off Ulta's owned properties. Her work sits at the intersection of retail commerce, customer data platforms, and programmatic advertising, making her a notable figure as retail media networks have emerged as one of the fastest-growing segments in AdTech. Garcia joined Ulta Beauty and has been instrumental in modernizing the company's technology stack to support personalization, omnichannel experiences, and monetizable data assets. Her leadership has helped position Ulta Beauty as a competitive player in the beauty retail media landscape, competing with larger retail media networks by emphasizing the depth and specificity of its beauty-focused audience data and loyalty insights. Her influence extends to how traditional retailers can build scalable AdTech infrastructure internally, including data clean rooms, audience segmentation, and measurement capabilities that meet advertiser demand for privacy-compliant, cookieless targeting solutions. She is part of a broader wave of retail technology leaders reshaping how brands reach consumers through retailer-owned media channels.

Last updated Jul 22, 2026 by ATDb automated enrichment