Today not only marks Earned’s 123rd episode, but also its fourth birthday! To celebrate this milestone, Conor sits down with an esteemed guest: Michelle Crossan-Matos, Chief Marketing Officer of retail powerhouse Ulta Beauty. We kick off the episode by diving into what Michelle calls a “fabulous year of results and people.” While Michelle only joined the Ulta Beauty team one year ago, we learn that she’s had over a decade’s worth of experience in the beauty industry. We hear why Michelle believes Ulta has “a responsibility to change consumer’s lives,” before learning how the retailer is shaping beauty as a force for good, for all. Beyond her role as Chief Marketing Officer, Michelle shares that her other job—being a mother of two—is what gives her a bigger sense of purpose, before reflecting on the importance of finding happiness and joy in life—which also happens to be Ulta Beauty’s inherent mission. Switching gears, we discover that not only is Ulta the largest beauty chain in all 50 states with over 1,400 doors, it also boasts the largest loyalty program—with over 42 MILLION members in the U.S. alone. We unpack the challenges of being a multi-brand retailer with over 600 brands, and Michelle shares the advice she gives to brands hoping to earn a spot in Ulta’s doors. To close the show, Michelle talks about her own publishing journey before ending on the concept of energy—which clearly isn’t lacking from anyone in this episode! In this episode, you’ll learn:  The power of community engagement in loyalty programs and how community building is essential for driving brand success. The value of our core fundamental goals as humans to find happiness and joy, which leads into Ulta Beauty’s inherent mission to help people enjoy their lives. The importance of authentic leadership and how Michelle Crossan-Matos curates her energy to inspire, build confidence, and have fun, contributing to her success as a natural leader. Resources: Ulta Beauty - https://www.ulta.com/   Connect with the Guest: Michelle’s LinkedIn - https://www.linkedin.com/in/michellecrossantheweeklycmo   Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ   Timestamps: [2:53] How Michelle and Ulta Beauty are planning on positively impacting the world [10:57] Challenges Michelle faces while managing Ulta Beauty [14:58] What encouraged Michelle and Ulta Beauty to start sending out newsletters [18:47] How Michelle effectively manages and uplifts her team at Ulta Beauty