Amanda Moschel
Sr. Manager, Store Design
Ulta Beauty
Amanda is the Senior Manager of Store Design at Ulta Beauty, overseeing the development of new store interiors, storefronts, fixtures, finishes and prototypes. She leads her team and coordinates with vendors, architects and cross-functional partners to craft store designs across the U.S. and international spaces.
In her role, Amanda has designed and launched Ulta Beauty’s full experience store design concept, led the retailer’s store design expansion into Mexico and leads an average of 75 new store openings and 40 remodels annually.
Beyond her professional achievements, Amanda’s dedication to mentoring junior team members showcases her commitment to the future of the industry. Her ability to nurture talent and impart her knowledge not only fosters growth within her team but also contributes to the overall advancement of the retail sector.
Amanda’s career began at Gensler, where she specialized in retail experience design and served key clients like the Microsoft Store, Planet Fitness, Anheuser-Busch and the Spice House. Working in both Los Angeles and Chicago, Amanda learned the tenets of experiential design, fixture development and value engineering.
“My passion is translating a brand identity into a built environment. I love developing strategies to express brand codes in 3D through materiality, texture, light, hierarchy and so much more, while also maximizing operational efficiencies and elevating the in-store experience. Understanding how these efforts have a positive impact for so many shoppers is beyond gratifying.”
How do you explain your profession to people outside of the industry? What do you find most exciting and/or rewarding about this work?
What are the core requirements of your job and how do you measure success?
What is one notable professional achievement you've made over the past year that you are most proud of?
What professional challenge or failure has stuck with you, and how did you embrace it?
What trend or technology do you believe will have the most profound impact on your work (and the work of your peers) over the next year?
If you could say one thing to your younger self, what would it be?
