Dive Brief:

• Ulta on Tuesday announced several promotions of senior leaders in its ranks to "strategically position the beauty retailer for continued long-term growth and market share capture," according to a company press release.

• Kecia Steelman will take on chief store operations officer and president of International; Monica Arnaudo will become chief merchandising officer; Shelley Haus will become chief marketing officer; and Prama Bhatt will become the retailer's chief digital officer.

• The company also noted that Dave Kimbell, previously president and chief marketing and merchandising officer, will stay on as president and will oversee merchandising, marketing, digital functions and the corporate strategy team.

Dive Insight:

Shortly after Bed Bath & Beyond announced the departure of six top executives, Ulta is reconfiguring its own top leadership, though in a very different way.

The five executives named in the release are all Ulta veterans, and the announcements for the most part constitute promotions.

"Our ability to promote from within underscores the incredible talent and passion our team has for growing our business and leading through our values," Kimbell said in a statement. "With this world-class leadership team, Ulta Beauty will continue to deliver an unrivaled in-store experience and merchandising assortment, drive our digital innovation and engagement, and continue to establish ourselves as a powerful and meaningful brand."

The biggest change is splitting up Kimbell's role into multiple smaller roles. Kimbell was appointed president and chief merchandising and marketing officer in April, adding corporate strategy, and merchandise planning and operations to his existing role as chief merchandising and marketing officer. He had served in the latter role since 2015.

That may have proved too much for one employee to take on as Ulta continues to grow despite headwinds in the makeup category. The beauty retailer is also losing Tara Simon, Women's Wear Daily reports, who like Arnaudo, served as senior vice president of merchandising, though while Simon was in charge of the prestige business, Arnaudo led mass.

In Arnaudo's new role as chief merchandising officer, she will head up all of the retailer's merchandising and assortment strategy. This year, the focus has been on highlighting exclusive partnerships with direct to consumer (DTC) brands, which are driving traffic to stores.

"Ulta Beauty's continued success is fueled by a strong leadership team, a winning culture and organizational design that aligns to our strategy and most effectively serves our guests and our associates," CEO Mary Dillon said in a statement.