PRINCIPAL DUTIES & RESPONSIBILITIES (*Essential Job Functions)The GM is a champion of Ulta Beauty's mission, vision, and values, and should demonstrate them skillfully and consistently by performing the following duties and responsibilities of the position (as well as all other projects/duties as assigned):Performance* Promote a culture of accountability to meet or exceed Ulta Beauty's goals related to retail and service sales, guest loyalty (including credit), payroll, omni-channel, and retail shrink as set by Ulta Beauty for the GM's store.* Perform makeup applications, skincare analysis, and product demonstrations with guests to drive sales and guest service experience.* Take the initiative to stay informed regarding new and existing industry trends, products, and services during work time and be knowledgeable about the ingredients and benefits of these trends, products, and services to better serve guests.*