Kelly Mahoney

Kelly Mahoney is a senior marketing leader at Ulta Beauty, where she oversees customer marketing and the Ultamate Rewards loyalty program — one of the largest and most engaged loyalty ecosystems in retail with over 40 million active members. Her work sits at the intersection of CRM, personalization, and retail media, making her a notable figure in how beauty and retail brands leverage first-party data to drive measurable advertising and marketing outcomes. She has been instrumental in evolving Ulta's loyalty program into a sophisticated data asset that powers both customer retention and media monetization efforts. Mahoney's career has been rooted in consumer marketing and loyalty strategy, with her tenure at Ulta representing a significant chapter in the brand's growth as a data-driven retailer. As retail media networks have become a dominant force in AdTech, Ulta's first-party data — largely cultivated through the Ultamate Rewards program — has become increasingly valuable to CPG and beauty brand advertisers seeking authenticated, purchase-based audience targeting. She is recognized in retail and AdTech circles for championing customer-centric marketing approaches that balance personalization with privacy, and for helping position Ulta Beauty as a competitive player in the growing retail media landscape. Her influence extends to how beauty brands think about loyalty data as a strategic advertising currency.

Last updated Jul 10, 2026 by ATDb automated enrichment