Kelly was appointed Chief Marketing Officer of Ulta Beauty in February 2025, after holding several key marketing and strategy leadership roles since joining the company in 2015. As CMO, Kelly is responsible for leading Ulta Beauty’s brand marketing strategy, and overseeing integrated marketing, creative development, member loyalty, consumer insights and analytics, public relations, social and influencer marketing, and media planning, including the UB Media retail media network. Prior to her appointment as CMO, Kelly served as Senior Vice President of Customer and Growth Marketing since 2023, where she played a pivotal role in architecting and expanding the Ulta Beauty Rewards Loyalty program, which now accounts for over 95% of company sales. Before joining Ulta Beauty, Kelly held several leadership positions at BP, including Chief of Staff for US Fuels & Retail, and held leadership positions within Eire Direct, a consulting agency supporting customer engagement solutions. Kelly also serves on the Board of Directors of Ebbo, a customer engagement solutions and loyalty company, and is a dedicated board member of Metropolitan Family Services, where she works to strengthen and empower families throughout the Chicagoland area.