Ulta’s Chief Marketing Officer Shelley Haus passed away “after a valiant fight against cancer,” the beauty retailer said in a LinkedIn post on Monday. The company said it was “heartbroken” at the loss of Haus, who has been chief marketing officer since 2019 and has held senior roles in Ulta’s marketing department since 2014.

“Those who knew her, understood how special she was and the incredible impact she had on our industry, our brand and most importantly, our teams,” the company wrote in its post. “Shelley was a force whose passion and compassion were equally matched. She was an innovative marketer, creative storyteller and a people-first leader who saw beautiful possibilities in everything and everyone.”

Ulta noted that the company would continue to support Youth Guidance, a nonprofit organization where Haus “proudly served as a board member.” A company spokesperson said Ulta is not currently commenting on who will take on Haus’ responsibilities, either in the interim or permanently. 

Ulta’s marketing efforts have been a key part of the retailer’s strategy, in particular its Ultamate Rewards program. Just last month, Ulta launched a retail media network to build off of the 37 million consumers that use its rewards program, and the retailer also integrated the loyalty offering with its Target shop-in-shops.

During the company’s analyst day last October, Haus discussed Ulta’s marketing strategy at large, including what she called an “expanded view of beauty” through which the retailer would take advantage of the growing trend of consumers seeing wellness as beauty.

“We’re forever grateful for the time we had with Shelley and the gifts she shared with us,” Ulta said in its post on Haus’ passing. “She was one of a kind, made us better, and filled our world with so much love.”