Sally Beauty to revamp its store experience

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Sally Beauty to revamp its store experience

By Gina Acosta - 09/04/2018

Sally Beauty has added the former Chief Experience Officer of IBM iX North America to its Board of Directors as the beauty retailer looks to transform its business model.

Kelly Mooney brings more than 20 years of experience in consulting services with an expertise in integrated marketing, digital experience, e-commerce, mobile and innovation.

“I am extremely pleased to welcome Kelly to the Board,” said Bob McMaster, Chairman of the Board of Directors. “She is an innovative leader who brings a wealth of experience, especially in marketing and technology for the retail space. Her strong digital and strategic background will enhance our Board’s breadth of talent and experience. I am confident that Kelly will make a positive contribution as a member of our Board as SBH continues its transformation towards long-term growth.”

Mooney joined IBM iX North America in September 2017 and served as Chief Experience Officer until May 2018. Prior to this, Mooney held various executive roles for Resource/Ammirati, a digital marketing firm, including Chief Executive Officer; President; and Chief Experience Officer and Director of Intelligence. Mooney helped grow Resource/Ammirati to be one of the largest independent and female-owned digital agencies in the U.S. by attracting numerous Fortune 500 clients. In 2016, Mooney and her partners sold Resource/Ammirati to IBM to become part of IBM iX, one of the largest digital consultancies in the world.

Sally Beauty operates 5,170 stores, including approximately 184 franchised units, and has operations throughout the United States, Puerto Rico, Canada, Mexico, Peru, Chile, the United Kingdom, Ireland, Belgium, France, the Netherlands, Spain and Germany. 

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