10 Ulta Beauty ecommerce leaders
Josh Friedman, SVP of Digital & Ecommerce at Ulta Beauty, is one of ten Ulta Beauty ecommerce leaders listed here, alongside people who hold vice president, senior director and director roles in ecommerce, digital product, marketplace and digital merchandising. A reader can learn how ecommerce leaders work at Ulta Beauty from people who have held the role.
Professionals to explore
Angie Ziola
LinkedInExperience: Director Ecommerce Business Management · Ulta Beauty
Angie Ziola has been Director Ecommerce Business Management at Ulta Beauty since August 2025. At Ulta Beauty, Angie Ziola also lists Director Financial Planning and Analysis from 2023 to 2025, Director Merchandise Planning & Inventory from 2020 to 2023 and Merchandise Planning & Inventory Manager from 2016 to 2020. The profile also lists Inventory Planning Manager at Sears from 2014 to 2016.
Carrie Woods
LinkedInExperience: Director Digital Merchandising · Ulta Beauty
Carrie Woods has been Director Digital Merchandising at Ulta Beauty since January 2021. At Ulta Beauty, Carrie Woods also lists Senior Manager, Site Merchandising from 2019 to 2021, eCommerce Site Merchandising Manager from 2016 to 2019, eCommerce Merchandising Manager, Prestige Cosmetics from 2012 to 2016 and Email Strategy Manager (interim) in 2012.
Ian Smith
LinkedInExperience: Senior Director, Digital Product · Ulta Beauty
Ian Smith has been Senior Director, Digital Product at Ulta Beauty since September 2026. Ian Smith also lists Director, Digital Product Management at Abercrombie & Fitch Co. from 2023 to 2026, Senior Manager, Digital Product Management at Abercrombie & Fitch Co. from 2021 to 2023, Sr. Product Manager | Gillette | Gillette Labs at Procter & Gamble from 2020 to 2021 and Sr. Product Manager | Oral-B at Procter & Gamble from 2018 to 2020.
James Lang
LinkedInExperience: Vice President of Marketplace · Ulta Beauty
James Lang has been Vice President of Marketplace at Ulta Beauty since April 2025. James Lang also lists Vice President, Client Partnerships at Rithum from 2023 to 2025, Group Vice President, Head of eCommerce & Customer Care at Belk from 2021 to 2023, Vice President, eCommerce & Customer Care at Belk from 2018 to 2021 and Director - Category Management/Assortment Expansion at JCPenney from 2013 to 2018.
Jodi Williams
LinkedInExperience: VP Ecommerce · Ulta Beauty
Jodi Williams has been VP Ecommerce at Ulta Beauty since March 2018. At Ulta Beauty, Jodi Williams also lists Sr. Director Ecommerce from 2015 to 2018, Divisional Merchandise Manager Ulta.com from 2013 to 2015 and Director of Inventory from 2004 to 2013. The profile also lists Divisional Vice President Inventory at Spiegel from 1988 to 2004.
Joseph Rago
LinkedInExperience: Sr. Director, Digital Product · Ulta Beauty
Joseph Rago is a former Sr. Director, Digital Product at Ulta Beauty, a role held from March 2024 to January 2026. At Ulta Beauty, Joseph Rago also lists Sr. Director, Digital Experience & Product Management from 2021 to 2024, Director, Digital Innovation from 2018 to 2021 and Director, Guest & Enterprise Mobility from 2015 to 2018. The profile also lists Senior Director, Digital Product Management at Zoro.com from 2026.
Josh Friedman
LinkedInExperience: SVP of Digital & Ecommerce · Ulta Beauty
Josh Friedman has been SVP of Digital & Ecommerce at Ulta Beauty since January 2025. At Ulta Beauty, Josh Friedman also lists Head of Digital Products and Transformation from 2023 to 2025. The profile also lists Head of Product & Digital at Blue Apron from 2022 to 2023, Head of Digital Products and Omnichannel Experiences at Neiman Marcus from 2019 to 2022 and Vice President of eCommerce at Neiman Marcus from 2018 to 2019.
Natalie Fong
LinkedInExperience: Vice President, Digital Product · Ulta Beauty
Natalie Fong has been Vice President, Digital Product at Ulta Beauty since April 2025. At Ulta Beauty, Natalie Fong also lists Sr. Director, Business Initiatives and Transformation from 2024 to 2025, Sr. Director, Business Technology from 2023 to 2024, Director, Business Technology from 2021 to 2023 and Sr. Manager, Global Workforce Operations & Store Technology from 2019 to 2021.
Sriram Vaidyanathan
LinkedInExperience: Vice President - eCommerce, Consumer Technology · Ulta Beauty
Sriram Vaidyanathan has been Vice President - eCommerce, Consumer Technology at Ulta Beauty since March 2025. Sriram Vaidyanathan also lists Vice President - Omni Channel Engineering, Personalization and Cloud Centre of Excellence at Neiman Marcus from 2022 to 2025, Senior Director, Omni Engineering at Neiman Marcus in 2021, Director, OmniChannel Commerce & Experience Engineering at Neiman Marcus from 2018 to 2020 and Head Of Architecture, Omni Engineering at Neiman Marcus from 2017 to 2018.
Tina Bletnitsky Gilman
LinkedInExperience: Sr. Director of Digital Experience - eCommerce · Ulta Beauty
Tina Bletnitsky Gilman has been Sr. Director of Digital Experience - eCommerce at Ulta Beauty since May 2025. At Ulta Beauty, Tina Bletnitsky Gilman also lists Director of Product Management - Martech from 2024 to 2025. The profile also lists Head of Product for Beauty Personalization - Beauty Tech at Amazon from 2022 to 2024, Head of Mass Cosmetics - Beauty at Amazon from 2020 to 2022 and Senior Associate Brand Manager, Brand Build - Capri Sun & Kool-Aid at Kraft Heinz from 2019 to 2020.
Choose the right perspective
Match the person's part of ecommerce, such as digital product, marketplace, digital merchandising or ecommerce business management, to the decision you face. Weigh whether the person owned online sales results or built the product and technology behind them, since each sees different problems.
Questions to take into the conversation
- 01What did you focus on first when you took on your ecommerce role at Ulta Beauty?
- 02How do you decide which site or app improvements to prioritize in the area you oversee?
- 03What has your own work at Ulta Beauty taught you about connecting online shopping with stores?
Reaching Ulta Beauty ecommerce leaders
How can I contact one of these Ulta Beauty ecommerce leaders?
Pick one of the 10 people on this page and choose "Book a paid call", or describe your project to find others. You offer a fee for a 15-minute call or a written answer, Instant Expert finds the person's work email and sends the invitation, and they decide whether to accept. The list covers 1 company: Ulta Beauty, based on profile data retrieved on October 24, 2026. Being listed here doesn't mean someone has agreed to take calls.
How much does it cost to reach Ulta Beauty ecommerce leaders?
You choose the offer, starting at $5 per person. The offer is what the person receives, and Instant Expert's fee is added on top, so a $100 offer costs you $125. The fee is 20% of what you pay. You're charged only when the person books the call or sends the answer.
What if they don't reply?
You pay nothing. Instant Expert sends follow-up reminders, and if the person hasn't booked or answered within 7 days, the request expires and any hold on your card is released. You can invite several of the 10 people on this list at once and cap your total spend, so you pay only for the ones who accept.
Can an AI agent ask one of these Ulta Beauty ecommerce leaders a question?
Yes. An agent with a USDC wallet on Base can ask one question without an Instant Expert account. It names the person, for example by the LinkedIn URL on this page, and pays per ask over x402 (HTTP 402). The person answers in writing or by voice note, and if nobody answers within 7 days, the payment goes back to the wallet automatically. Claude and ChatGPT can do the same through the Instant Expert connector: setup is at /docs/mcp for Claude and /docs/chatgpt for ChatGPT. x402 docs
About this directory
This is a professional research starting point based on business profile data retrieved on . Titles and companies reflect that source snapshot; roles marked former had ended by then. Check the linked profiles for current details. Inclusion does not imply Instant Expert membership or availability.
Request a correction or removal