Oates, Elizabeth

ELIZABETH OATES is an experienced Insights leader fueled by 20 years of experience across the retail, CPG and financial services sectors. Elizabeth has served at the highest levels of organizations, most recently as the Vice President of Consumer Insights and Guest Services at Ulta Beauty. There she built a Consumer Centricity Center of Excellence that leveraged both insights and foresights to influence strategies with in-the-moment relevance as well as implications for the future, ensuring consumers were the heartbeat of the organization. Elizabeth’s work has elevated the Insights function to operate as a strategic business driver and competitive advantage.

Elizabeth enjoys developing new leaders through her nine core skills for Insights professionals, each designed to influence organizations to take consumer-based action. She shares her knowledge as a regular guest-lecturer at the University of Wisconsin School of Business where she also serves on the External Advisory Board for the Marketing Leadership Institute. Elizabeth is a founding member of the Retail Think Collective, a group of future-forward minds leading human-centric innovation in retail. She actively speaks at retail and Insights industry events.

Outside of the office, Elizabeth enjoys spending time with her family, including her two daughters. She is an ultramarathoner, avid traveler, and a St. Jude Children’s Research Hospital Hero.