Natalie Lockhart

GVP Strategy, Customer Insights & Digital Experience Sally Beauty Holdings

Natalie Lockhart is a passionate beauty executive with deep experience transforming operating models, elevating digital experiences, and driving customer-centric growth across multi-brand organizations. A seasoned P&L owner and data-driven strategist, she blends analytical rigor with a genuine commitment to both beauty professionals and consumers.

Natalie currently serves as GVP Strategy, Customer Insights & Digital Experience at Sally Beauty Holdings, where she leads enterprise-wide customer-centric transformation and manages the full ecommerce P&L across B2C, B2B, and marketplace channels. She also oversees Corporate Strategy, M&A, CRM, and Consumer Analytics while guiding long-range strategic alignment and digital-first KPI modernization.

Previously, Natalie served as SVP of Strategy & Execution at Neiman Marcus Group, where she led enterprise growth strategy and developed a multi-year roadmap that strengthened strategic focus and operational alignment across the luxury portfolio.

At JCPenney, she led the turnaround of the $400M Salon business, delivering 13 consecutive quarters of growth and supporting a nationwide community of 11,000 stylists. She redesigned operating and staffing models, improved engagement, and advanced legislative reforms in a highly regulated segment of the beauty industry.

Earlier in her career, Natalie held leadership roles in financial planning, advanced analytics, and strategic investment management across public and private-equity environments. She began her career in merchandising before moving into analytics-driven strategic leadership, combining commercial intuition with financial rigor to guide organizations through high-growth, high-complexity environments.

Natalie holds an MBA from Southern Methodist University and a BA from Tulane University, and is based in the Dallas area.