Michelle Crossan-Matos, the former chief marketing officer of Ulta Beauty, is embarking on an exciting journey as she steps into her new role as Chief Growth Officer at SharkNinja, a company recognized for its diverse offerings ranging from kitchen appliances to beauty products. Crossan-Matos, who left Ulta Beauty in January 2024, expressed her enthusiasm for joining SharkNinja, highlighting the company’s mission and the passion of its employees. She envisions a collaborative effort to transform the consumer experience and pave the way for sustainable growth.
In her new position, Crossan-Matos will play a pivotal role in a company that has recently seen significant success in the beauty sector. According to SharkNinja’s latest Securities and Exchange Commission filings, the beauty and home appliance categories experienced remarkable growth, increasing by 67.8% to reach $568.7 million. This surge was largely driven by a rise in hair products as well as home environment items like fans and humidifiers. SharkNinja’s overall net sales for the year surpassed $5.5 billion, underlining the company’s solid footing in the market.
Mark Barrocas, SharkNinja’s CEO, praised Crossan-Matos’s deep understanding of consumer needs and her visionary approach. He emphasized that her leadership will be critical in nurturing a consumer-focused culture as SharkNinja aims for transformative growth. The company’s commitment to enhancing the consumer journey is evident, as it seeks to innovate not just its product line but every interaction with its customers. This approach aligns with the growing industry trend of prioritizing customer experience.
Crossan-Matos is expected to redefine how SharkNinja measures its success, focusing on systems and metrics centered around consumer satisfaction. This involves creating a strategic growth roadmap that addresses customer needs and preferences at every decision-making level. Additionally, she will oversee global call centers and various aspects related to enhancing the consumer experience, focusing on building strong connections with customers.
With the beauty industry showing robust potential, Crossan-Matos’s appointment comes at a strategic moment for SharkNinja. As the company diversifies its product lines to include beauty, appointing a leader with her background in beauty marketing can further enhance its positioning in this competitive landscape. By leveraging her insights and expertise, SharkNinja is poised to enter a new chapter that could significantly elevate its market presence.
In conclusion, Michelle Crossan-Matos’s transition to SharkNinja signifies not only a personal career move but also a strategic opportunity for the company. Her commitment to redefining consumer engagement and fostering sustainable growth reflects a larger trend within the industry where understanding and serving the customer is paramount. As SharkNinja seeks to innovate and connect with consumers on a deeper level, Crossan-Matos’s leadership will likely play a crucial role in shaping the company’s future success.