Michelle Crossan-Matos

Commander
DISC Type : D

Chief Brand & Experience officer at SharkNinja

United States

Overview

Michelle Crossan-Matos is the Chief Growth Officer at SharkNinja, specializing in accelerating growth and transformative change by capitalizing on consumer insights and AI. Her career includes executive marketing roles at Ulta Beauty, Samsung, and P&G. People often describe her as a strategic, inspiring, passionate, and visionary leader.

Born in Glasgow, Scotland, Michelle is an author and podcaster focused on finding joy in everyday life. She spearheads initiatives like "The Joy Project" to foster genuine human connection and help people embrace impermanence. She lives in Puerto Rico with her husband and two children.

Unique fact: Michelle is the author of "The Joy of Impermanence" and hosts a podcast called "The Joy Of…, " which she co-hosts.

Personality Overview

Strong-Willed

Very Quick

Risk-Taker

They like to be in a position where they can control the conversation and terms.  They are not focused on building rapport and relationships. They are very proud of what they do.

Topics They Care About

AI-Driven Growth
Her current role and recent social media posts emphasize building with AI to push boundaries, innovate, and drive revenue growth at SharkNinja.
Consumer Obsession
A core theme in her work, she focuses on deeply understanding consumer needs to drive strategy, brand loyalty, and create exceptional customer experiences.
Finding Joy
A central personal and professional philosophy, evidenced by her #JoyForward hashtag, podcast, and her leadership on "The Joy Project" at Ulta Beauty.

Media Appearances

SharkNinja Names Michelle Crossan-Matos as Chief Growth Officer to Further Deepen Consumer‑First Mindset and Build Roadmap for Next Chapter of Transformational Growth. Featured in SharkNinja Investor Relations (Press Release)

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The Female Quotient and Rokt Launch The Marketing Edit Video Series Featuring C‑Suite Leaders from Gap, JCPenney, SharkNinja and Ulta Beauty. Featured in PR Newswire

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Ulta's Former CMO, Michelle Crossan‑Matos, Heads to SharkNinja. Featured in WWD (Women’s Wear Daily)

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Work History

4-2026
Chief Brand & Experience officer at SharkNinja
4-2025 - 4-2026
Chief Growth Officer at SharkNinja
1-2023 - 1-2025
Chief Marketing Officer at Ulta Beauty
4-2021 - 1-2023
Chief Marketing, Citizenship & Communications Officer at Samsung Electronics America
2018 - 4-2021
SVP Corporate Strategy & Transformation, Product Innovation & Incubator at Samsung Electronics America

Education

1994 - 1998
BSc Hons from University of Strathclyde
2014 - 2014
Executive Education from Harvard Business School

More Information

Social Presence :

Prographics :

Exp : 27 Location : United States Job Level : Leadership Designation : Chief Brand & Experience officer at SharkNinja
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Insights For Selling To Michelle

During A Call Or A Meeting

DO's

  • Refer to testimonials from well-known industry leaders
  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Make sure that you circle back fast on any action items, it wins their trust

DONT's

  • Avoid being a storyteller and don’t try to oversell
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Do not hesitate from asking counter questions, just avoid challenging their authority

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Michelle is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Michelle

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Michelle move?

  • They can take decisions very fast if you manage to convince them.
  • Can Michelle take some risk or not?

  • The risks don’t matter much to them.

You And Michelle

Personality Compatibility


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