Sonal Koster

Sonal Koster currently serves as Senior Director of Personalization & CRM at SEPHORA, a role held since October 2025. Prior experience includes serving as Senior Director of CRM & Loyalty at Mattress Firm, where key CRM practices were established to enhance Email and SMS programs, achieving significant customer engagement and a notable revenue increase. At Shutterfly, Inc., Koster held various senior marketing roles, including Senior Director of Marketing, where a transformational strategy for email and mobile marketing was implemented, significantly boosting customer acquisition and retention. Koster's extensive background also encompasses positions at GE Money in both client and global marketing, complemented by early career experience as a Marketing Consultant in the SF Bay Area. Academic qualifications include a Bachelor of Business Administration in Marketing Management from Lancaster University.