Kecia Steelman's vision for Ulta Beauty is coming into focus as she unveiled a strategy called Ulta Beauty Unleased and builds out her C-suite. Ulta Beauty's new President and CEO appointed Lauren Brindley as its new Chief Merchandising and Digital Officer, effective June 3. In the role, Brindley will have executive responsibility for Ulta Beauty’s merchandising, ecommerce, wellness, and marketplace strategies while also leading the company’s assortment of brand-building strategies. She will succeed Monica Arnaudo, who will retire in June.

“Providing our guests with the best beauty and wellness assortment while building strong, strategic partnerships with our brands is critical to Ulta Beauty’s future growth,” said Steelman, President and Chief Executive Officer. “I’mconfident Lauren is the right person to fuel our continued success. She is a proven, strategic leader with deep industry expertise, a global perspective, and a passion for beauty that aligns with our vision for the future. My sincere thanks to Monica, who has shaped Ulta Beauty’s world-class assortment and category innovation, and for her support during this transition.”

Brindley brings more than two decades of global beauty and retail expertise to the role. Most recently, she served as CEO of Revolution Beauty, and previously held senior leadership roles at Walgreens and Boots UK.

“I am truly honored to join Ulta Beauty and build upon the company’s exceptional legacy of innovation and impact,” said Brindley. “As a long-time admirer of the brand, I’m thrilled to step into this role and work alongside an incredible leadership team to help shape the next chapter of growth and continue to elevate the beauty experience for guests and partners alike.”

Steelman also recently named Ulta Beauty’s Kelly Mahoney to the role of Chief Marketing Officer, overseeing the company’s brand marketing strategy, loyalty, media planning, public relations, consumer insights, and social media and influencer strategy. She succeeded Michelle Crossan-Matos, who departed in January. 

At BeautyMatter's FUTURE50 Summit Steelman shared that Ulta Beauty's “secret weapon” is culture. “We always say, ‘culture eats strategy for breakfast.' It’s not just a phrase on the wall. It’s how we lead every day.”

Leadership teams set the culture, so these appointments will be key to the retailer's future.