Michelle Crossan-Matos, Ulta Beauty‘s former chief marketing officer, has a new gig.

Crossan-Matos has joined SharkNinja, the product and technology company known for its wide array of products from kitchen appliances to vacuums and, more recently, beauty. She has joined as chief growth officer, a new role for the business. She departed Ulta Beauty in January 2024.

“It’s an incredible time to join SharkNinja,” Crossan-Matos said in a statement. “I’m inspired by the company’s mission, the passion of its people and the opportunity to deepen our connection with consumers around the world. Together, we’ll reimagine the consumer experience and build a bold, intentional path to long-term, sustainable growth.”

Though the business spans a wide array of categories, beauty has been especially fruitful. Per the company’s most recent Securities and Exchange Commission filing for 2024, beauty and home environment appliances grew 67.8 percent to $568.7 million, driven by hair products as well as fans and humidifiers.

Net sales overall exceeded $5.5 billion for the year, according to the filing.

“Michelle brings a powerful blend of visionary thinking, operational excellence and deep consumer insight,” said SharkNinja chief executive officer Mark Barrocas in the statement. “As we scale, her leadership will be instrumental in deepening our culture of consumer obsession and unlocking the next chapter of transformational growth at SharkNinja. We’re committed to positively impacting the lives of consumers not only through the innovative products we create and the problems we solve, but through every single touchpoint throughout our consumer journey.”

Crossan-Matos will be tasked with leading “efforts to redefine how SharkNinja measures success through systems and [key performance indicators] that place the consumer at the heart of every decision,” in addition to building the company’s growth roadmap, helming global call centers and the consumer experience facets of the business.