Ulta Beauty has named a new chief marketing officer, bringing on board Samsung’s Michelle Crossan-Matos. She succeeds Shelley Haus, who died in June after a battle with cancer. 

Crossan-Matos will “lead an expansive roster of marketing and communications functions that work to engage our guests, share our stories and unlock new, beautiful possibilities,” the company said in a LinkedIn post. Specifically, her purview will include integrated marketing, loyalty, creative operations, store design, public relations, consumer insights and UB Media (Ulta’s media network for advertisers), the company added in details emailed to Retail Dive. The appointment was effective on Tuesday.

Before joining Ulta, Crossan-Matos most recently served as the chief marketing, citizenship and communications officer at Samsung Electronics America. She spent seven years at the retailer in various positions, according to her LinkedIn. Crossan-Matos also has 16 years of experience at Procter & Gamble, including as the company’s global prestige team leader of brand operations and as the global brand manager of celebrity fragrances.

During her time at P&G, Crossan-Matos “gained extensive beauty and personal care experience, holding a number of leadership positions in skincare, cosmetics and fragrance,” Ulta said in its announcement. In a statement discussing the hiring, Ulta’s Chief Human Resources Officer Anita Ryan praised her “insightful consumer marketing expertise, strength in driving growth and a palpable passion for cultivating leadership.” 

Ulta CEO Dave Kimbell, who also has experience at P&G and was Ulta’s chief merchandising and marketing officer until 2019, commented on Ulta’s LinkedIn post to say he was “excited” for Crossan-Matos to arrive.

“As a beauty enthusiast myself, I could not be more excited to bring Ulta Beauty’s mission to life and tap even further into the super powers of this amazing category,” Crossan-Matos said in a statement attached to the post.