SharkNinja Grows Leadership Team With Beauty CMO and Chief Growth Officer Appointments
SharkNinja is focused on brand growth, naming two new leaders who will help drive consumer-centric expansion within the organization.
Kleona Mack has been named chief marketing officer for the company’s beauty arm. Mack brings 15 years of experience in the beauty and fashion industry, having joined from Glossier, where she served as CMO. Prior to that, she was their SVP of global marketing and product development.
During her tenure with Glossier, Mack helped expand the brand past just DTC by launching retail partnerships with Sephora and Space NK. She also helped drive social strategy that moved away from an Instagram-first approach to drive cultural relevance on TikTok.
Mach also held a series of leadership roles at L'Oréal, in which she oversaw brand marketing, strategic projects, and marketing within international business development, according to LinkedIn. Earlier in her career, she worked for Tarte Cosmetics and also in a merchandise planning and analytics role for L Brands, which owned Bath and Body Works & Victoria’s Secret Beauty at the time.
Mach will oversee the marketing function for the company’s hair care and skincare tools portfolio, including developing the product roadmap. She will report directly to chief commercial officer Neil Shah, who said Mach was hired for being a consumer-obsessed marketer who can translate real-time consumer feedback into product innovation.
Also read: SharkNinja is elevating its flywheel strategy to harness influencers as growth engines
Shark Ninja’s New Chief Growth Officer
The company has also tapped Michelle Crossan-Matos as its chief growth officer. The newly created executive role will focus on growing the company’s consumer-first efforts (including call centers and the consumer experience organization) while driving a growth roadmap. She will help define KPIs for measuring scalable consumer-centric growth.
Crossan-Mato will report directly to CEO Mark Barrocas, who said she was hired for her experience in blending operational excellence with deep consumer insight.
“Michelle will drive our consumer-first mindset throughout every aspect of the business while also building and leading the cross-functional execution of our growth roadmap to ensure we work together seamlessly towards our goals for long-term success,” said Barrocas.
Crossan-Mato was previously CMO for Ulta Beauty, where she oversaw e-commerce, consumer insights, loyalty, brand strategy, creative, PR, store design and analytics. She also led the company’s retail media arm, UB Media. Prior to Ulta, she worked in a series of executive leadership roles with Samsung Electronics America, where she oversaw marketing, communications, corporate strategy, innovation and transformation.
