SharkNinja named Michelle Crossan-Matos chief growth officer, a new role focused on deepening the company’s consumer-first approach while driving SharkNinja’s growth plan.
In this role, Crossan-Matos will serve as a member of the SharkNinja executive leadership team, reporting directly to the company’s CEO, Marc Barrocas. As chief growth officer, she will be responsible for amplifying and globalizing what the company described as its “consumer obsession” across all areas of business. Crossan-Matos also will lead the cross-functional planning and execution of the company’s global organic growth strategy as the company scales into new markets, categories and retail channels.
Crossan-Matos has more than two decades of global leadership experience across beauty, consumer electronics and luxury. Most recently, she served as the chief marketing officer at Ulta Beauty, where she led a broad portfolio including e-commerce, consumer insights, loyalty, brand strategy, creative, public relations, store design and analytics. Prior to Ulta Beauty, Crossan-Matos also held several executive roles at Samsung Electronics America, Procter & Gamble and Vertu.
“Michelle brings a powerful blend of visionary thinking, operational excellence and deep consumer insight,” said Barrocas. “As we scale, her leadership will be instrumental in deepening our culture of consumer obsession and unlocking the next chapter of transformational growth for 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 the consumer journey. Michelle will drive our consumer-first mindset throughout every aspect of the business while also building and leading the cross-functional execution of our growth roadmap to ensure we work together seamlessly towards our goals for long-term success.”
Crossan-Matos will oversee the company’s global call centers and consumer experience organization, the company said. She will lead the efforts to redefine how SharkNinja measures success through systems and KPIs that place the consumer at the heart of the company’s growth roadmap, designed to ensure the organization is resourced and aligned to pursue scalable and sustainable growth.
“It’s an incredible time to join SharkNinja,” Crossan-Matos said. “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.”
