Needham, MA — Consumer technology company SharkNinja has named Michelle Crossan-Matos as its first Chief Growth Officer, a newly created executive role aimed at advancing the company’s global expansion and reinforcing its consumer-first strategy.
Crossan-Matos, who most recently served as Chief Marketing Officer at Ulta Beauty, will report directly to CEO Mark Barrocas and join the company’s executive leadership team. She will lead the development and execution of SharkNinja’s long-term growth strategy, with a focus on consumer experience, operational excellence, and cross-functional alignment as the company scales into new markets and product categories.
“Michelle brings a powerful blend of visionary thinking, operational excellence, and deep consumer insight,” Barrocas said. “Her leadership will be instrumental in deepening our culture of consumer obsession and unlocking the next chapter of transformational growth for SharkNinja.”
In her new role, Crossan-Matos will oversee global call centers and the consumer experience division. She will also spearhead efforts to redefine internal success metrics around consumer satisfaction, aiming to embed a consumer-centric mindset across all levels of the organization. Her responsibilities include ensuring SharkNinja’s resources and teams are aligned to support scalable, sustainable growth.
“It’s an incredible time to join SharkNinja,” said Crossan-Matos. “I’m inspired by the company’s mission 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.”
Crossan-Matos brings more than 20 years of leadership experience across the beauty, consumer electronics, and luxury sectors. At Ulta Beauty, she oversaw a wide range of operations including brand strategy, e-commerce, analytics, loyalty, and public relations. She also led the company’s retail media network, UB Media, and launched high-impact consumer engagement initiatives such as The Joy Project and The Joy of… podcast.
Before joining Ulta, she held senior executive roles at Samsung Electronics America, including Chief Marketing, Citizenship & Communications Officer and SVP of Corporate Strategy, Innovation & Transformation. Her earlier career includes leadership positions at Procter & Gamble and luxury mobile brand Vertu.
Recognized by Forbes as one of the 2024 Entrepreneurial CMO 50 and named a Leading Woman by Ad Age, Crossan-Matos is considered a trailblazer in brand building and consumer transformation.
A native of Glasgow, Scotland, she holds a degree in Management Sciences and Manufacturing from the University of Strathclyde and has completed executive studies at MIT and Harvard Business School.
