Agenda & Speakers

How Ulta Beauty is Leveraging Customer Data with Brand Partners

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Eric Messerschmidt, SVP Marketing for Ulta Beauty, will describe how the nation’s #1 specialty beauty retailer is helping their brand partners develop stronger, more loyal and profitable relationships with their customers by leveraging the data of their more than 20+ million Ultamate Rewards members.  He will demonstrate how this beauty retailer has shifted away from discounts by using an “A to Z” approach for analyzing customer data, identifying engagement opportunities, developing and executing targeted promotional strategies, and measuring results via the longer-term change in customer behavior. Through this strategic approach, Ulta Beauty has not only been able to create tremendous upside for their business, but sizable benefits for their brand partners and customers alike.


Eric Messerschmidt, SVP Marketing, Ulta Beauty

Eric Messerschmidt is a proven marketing and sales executive with deep experience in technology, software, services, and retail industries. He has successfully led B2B and B2C marketing departments in established firms like AT&T and Sears Holdings, as well as mid-sized and early stage firms.  He has extensive experience in  loyalty marketing, CRM, customer insights and data analytics.  At Sears Holdings, he launched the Shop Your Way Rewards loyalty program, and over the last 5 years at Ulta Beauty, he has elevated Ultamate Rewards to become one of the leading loyalty programs in all of retail.   Eric graduated from the University of Illinois with an Electrical Engineering degree, and then earned his MBA in Finance & Marketing from The University of Chicago Booth School of Business. 

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