Lululemon has appointed Ben Hallam as its new Chief Brand Officer and Emily Sunderland as Chief Strategy Officer, marking the latest leadership changes under CEO Heidi O’Neill, who took the helm in September. These appointments are part of a broader restructuring effort to revitalize the company’s senior leadership team.
New Execs to Drive Brand and Strategy
Hallam, joining from Four Seasons Hotels and Resorts where he served as Senior Vice President of Marketing, will oversee global brand marketing, creative efforts, store experience, and community initiatives. His role includes leading sports marketing, partnerships, and social impact programs. With 20 years of experience spanning luxury hospitality, consumer technology, and global consumer brands, Hallam reports directly to O’Neill. His appointment became effective on 9 November.
Sunderland, formerly Managing Director and Partner at Boston Consulting Group (BCG), brings expertise in enterprise growth strategy and transformation for global consumer businesses, including activewear and specialty retail. Joining Lululemon on 23 November, she will focus on long-term strategic planning and identifying growth opportunities, reporting to Chief Financial Officer Meghan Frank.
Leadership Shake-Up Continues
These appointments follow the recent hires of Maggie Gauger, a former Athleta executive, as President & Chief Product Officer, and Joseph Godsey as Chief Operating Officer, both of whom assumed their roles on 26 October. Lululemon emphasizes that this new team will drive innovation, brand distinction, and operational excellence, positioning the company for its next chapter.
The company is still recruiting for Chief Technology Officer and Chief Communications Officer roles, with announcements expected soon.
Restructuring Amid Financial Challenges
The leadership changes come after Lululemon reported a 4% revenue decline to $2.4 billion in the second quarter, with comparable sales down 9% and Americas revenue falling 8%. The company has lowered its fiscal 2026 revenue projection to $10.350 billion to $10.500 billion, reflecting a 5% to 7% decrease. O’Neill praised Hallam’s “exceptional combination of creative vision, commercial discipline, and experience transforming iconic, premium brands at scale”, highlighting his role in strengthening the brand across all touchpoints.