In episode 332 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kelly Mahoney, vice president of customer marketing at Ulta Beauty, a leading cosmetics, fragrance, skincare and beauty gifts retailer. Mahoney discusses Ulta Beauty's Ultamate Rewards loyalty program, what she attributes the recent growth of the program to, and the engagement metrics the beauty retailer is measuring to track the success of its loyalty program.

In addition, Mahoney shares how the Ultamate Rewards program factors into the company's customer acquisition strategy, how its mobile app enables omnichannel engagement and redemption of rewards points, and the value of the first-party data collected by the loyalty program. Lastly, she discusses how Ulta utilizes its data sets to power customer-centric marketing campaigns, how the organization collects feedback from its loyalty program members, and the rewards program road map going forward.

Kelly Mahoney has a proven executive leadership track record and over 15 years experience driving revenue growth through loyalty, payment, and technology-led marketing solutions. Kelly is the vice president of customer marketing at Ulta Beauty, responsible for the Ultamate Rewards loyalty program, member lifecycle communications, and enterprise-wide personalization strategies as well as the CRM solutions. She plays a critical role in delivering value-added programs to our members, enabling associates to deliver a superior member experience, and increasing top-line growth to the enterprise. Prior to this role, Kelly held the position as director of strategy at Ulta Beauty, responsible for the strategic plan for retail process optimization by focusing on the development and execution of omnichannel solutions, mobile payment, and associate training and communications.