Lululemon appoints brand and strategy chiefs to leadership team

Canadian athletic apparel retailer Lululemon Athletica (Lululemon) has appointed Ben Hallam as chief brand officer, effective November 9, 2026. Hallam joins the senior leadership team and will report to chief executive officer Heidi O’Neill. He previously served as senior vice president of marketing at Canadian hospitality firm Four Seasons Hotels and Resorts.

The company has also named Emily Sunderland as chief strategy officer, effective November 23, 2026. Sunderland, who will report to chief financial officer Meghan Frank, joins the activewear business from US management consulting firm Boston Consulting Group (BCG).

The appointments follow leadership updates announced in October 2026, including the recruitment of president and chief product officer Maggie Gauger alongside chief operating officer Joseph Godsey. Together, the executives will support product innovation, guest engagement, and operational management across international markets.

O’Neill stated: “Ben brings an exceptional combination of creative vision, commercial discipline, and experience transforming iconic, premium brands at scale. He has led brand, marketing, and creative teams across markets, and has a deep understanding of culture and how to connect with consumers globally. His proven ability to translate brand strategy into distinctive and compelling guest experiences will be critical as we strengthen how our brand comes to life across every touchpoint.”

Hallam brings 20 years of brand and marketing experience across luxury hospitality, consumer technology, and global consumer sectors. In his role, he will oversee global brand marketing, creative operations, store experience, sports marketing, partnerships, and community initiatives.

Hallam noted: “Lululemon is an extraordinary brand with a strong heritage of innovation and a meaningful connection with its community. I’m excited to build on those strengths, bringing together compelling brand storytelling and premium, distinctive experiences that make Lululemon even more relevant for guests around the world.”

Sunderland previously served as managing director and partner at BCG, where she advised consumer businesses on retail transformation, enterprise growth, and activewear strategies. She will direct long-term strategic planning and growth initiatives.

Executive searches remain ongoing for a chief technology officer and chief communications officer, with further announcements expected once finalized.