The New Face of Loyalty: How Ulta Beauty is Leveraging Customer Data to Shift Away From Discounts

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Wednesday, April 19th

8:00 AM @ University of St. Thomas, Minneapolis


Join us for MIMA's April Monthly event as we welcome Linh Peters who is the Senior Director of Loyalty Marketing and Strategy at Ulta Beauty. Linh 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. She 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.

Linh Peters

Senior Director of Loyalty Marketing and Strategy
Ulta Beauty

Linh Peters is currently the Senior Director of Loyalty Marketing and Strategy at Ulta Beauty. Linh has responsibility for a loyalty portfolio that includes the Ultamate Rewards program with 23MM+ members, Gift Cards and the Ultamate Rewards credit card. Prior to joining Ulta Beauty, Linh served as the Vice President of Marketing at SpartanNash, an $8B grocery retailer and wholesaler in Grand Rapids, MI. Prior to 2010, Linh served in various marketing and strategy roles at Target and Best Buy. At Target Corp. Linh oversaw strategy and marketing for the REDcard program in the U.S. and Canada. While at Best Buy, Inc. she held several marketing and strategy roles in the U.S. within Loyalty, Brand Marketing, and Product Marketing. Overall she has more than 18 years of experience that includes public relations, loyalty and CRM, product marketing, new product development, insights and analytics, digital, and branding. She holds a B.A. degree in Advertising and Public Relations and an M.B.A. degree in Marketing and Strategy from the University of Minnesota.

Event Details

Date & Time
Wednesday, April 19th
7:30 - 8:00 am - Registration
8:00 - 9:00 am - Presentation and Q&A
University of St. Thomas
Terrence Murphy Hall Thornton Auditorium
1000 Lasalle Ave
Minneapolis, MN 55403
Pre-Registration Fees
Members = FREE
Student Members = FREE
Non-Members = $40
Pre-registration closes at midnight prior to the event, at which point walk-in registration fees will apply.
Walk-In Fees
Members:  $10
Student Members:  $10
Non-Members:  $45


Noteworthy Details

Cancellations received by the office at least two business days prior to the event are eligible for a refund of the registration fee. No refunds will be provided for cancellations received fewer than two business days prior to the event. No-shows will be billed for any unpaid registration fees.


If you have registered, are unable to attend, and would like to give your co-worker your "ticket," please note that a pre-registered member to non-registered member switch-out is free. Switch-outs from members to non-members will execute an invoice to the attendee for payment after the event.


Please note: Audience photographs may be taken at this event. By nature of your attendance, you are granting permission for your image, voice and likeness to be used for marketing purposes.