Ulta Beauty has named Michelle Crossan-Matos chief marketing officer.

Crossan-Matos, who began Monday, will oversee all integrated marketing, loyalty, creative operations, store design, public relations, consumer insights and media activities, the corporate said in a press release.

“Joining a company of Ulta Beauty’s caliber is an incredible opportunity for me, professionally and personally. As a beauty enthusiast myself, I couldn’t be more excited to deliver on the brand’s mission and tap even further into the superpowers of this category,” said Crossan-Matos in a press release.

Most recently, Crossan-Matos was the chief marketing, citizenship and communications officer at Samsung Electronics America, where she was chargeable for the corporate’s U.S. consumer and business-to-business marketing and communications strategy and oversaw corporate citizenship and social impact programs.

Before joining Samsung, Crossan-Matos — who calls the wonder category her “past love” — was CMO at Vertu, a British manufacturer and retailer of luxury mobile phones, and held a 16-year stint at Procter & Gamble, during which she held positions in skincare, cosmetics and fragrance.

Said Dave Kimbell, Ulta’s chief executive officer, in a press release, “We’re thrilled to welcome Michelle Crossan-Matos to our executive team to guide the following chapter of our incredible marketing efforts. Michelle’s powerful combination of creativity, innovation and leadership will only speed up these efforts, creating greater brand affinity and further cementing Ulta Beauty at the center of the wonder community.”

Crossan-Matos succeeds Shelley Haus, who passed away in June 2022 at age 49 because of cancer.

Haus joined Ulta in 2014 as vice chairman of name marketing, then became senior vice chairman in 2017 and ultimately CMO in 2019.

“Shelley’s passion, vision and love for her team and her work always inspired me, and her influence and inventive spirit shall be felt across Ulta Beauty for years to return,” said Kimbell to Beauty Inc on the time of Haus’ passing. “Together, the Ulta Beauty team will keep doing more good on the earth in ways we all know would make her proud.”