Ulta Beauty’s Chief Marketing Officer (CMO) Shelley Haus has passed away “after a valiant fight against cancer,” according to a company LinkedIn post made on Monday.
“Those who knew her understood how special she was and the incredible impact she had on our industry, our brand, and most importantly, our teams. Shelley was a force whose passion and compassion were equally matched,” the post said. “She was an innovative marketer, creative storyteller, and a people-first leader who saw beautiful possibilities in everything and everyone.”
Haus was appointed as the CMO in 2019, and, prior to that, she held various senior roles within Ulta Beauty’s marketing department since 2014.
According to the company post, Ulta plans to continue to support Youth Guidance, a nonprofit organization where Haus served as a board member.
“We’re forever grateful for the time we had with Shelley and the gifts she shared with us,” said the company post. “She was one of a kind, made us better, and filled our world with so much love. Our love, prayers and unconditional support are with Shelley’s family.”
At this time, it has not been revealed who would take on Haus’ responsibilities or if there was an interim or permanent replacement.
Ulta Beauty’s marketing efforts have played a key role in shaping the company’s overall strategy, especially when it comes to the success of the retailer’s rewards program. For example, Ulta Beauty launched its own retail media network, UB Media, in mid-May 2022, which builds off its 37 million rewards program subscribers.
Ulta Beauty has also introduced its loyalty to its Target shop-in-shops, an experience found within Target that allows customers to shop for beauty brands such as Anastasia Beverly Hills, bareMinerals, Clinique, Drybar, MAC Cosmetics, and Urban Decay, among others, while interacting with specialized displays, discovery zones and on-trend and season-specific products.
Haus discussed Ulta Beauty’s marketing strategy during the company’s analyst day in October 2021 and mentioned that the retailer would take advantage of the growing trends, such as seeing wellness as beauty.