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Marketing Leadership External Advisory Board

Elizabeth Oates

Elizabeth Oates

Vice President of Consumer Insights and Guest Services

Ulta Beauty

Elizabeth Oates is the Vice President of Consumer Insights and Guest Services at Ulta Beauty where she actively ensures consumers are the heartbeat of the organization. She’s built a Consumer Centricity Center of Excellence that leverages both insights and foresights to influence strategies with in-the-moment relevance as well as implications for the future. Elizabeth’s work has elevated the insights function to operate as a strategic business driver and competitive advantage. Her efforts are fueled by 20 years of experience across retail, CPG and financial services. 

Elizabeth enjoys developing new leaders and has established nine core skills for insights professionals, each designed to influence organizations to act on insights. She shares her knowledge as a regular guest-lecturer at the University of Wisconsin School of Business.  Elizabeth is a founding member of the Retail Think Collective, a global group of future-forward minds leading human-centric innovation in retail.

Outside of the office, Elizabeth enjoys spending time with her family, including her two daughters.  She is an ultra-marathoner, 2x Boston Marathon qualifier, avid traveler and a St. Jude Children’s Research Hospital Hero.