Lululemon announced on Friday that Ben Hallam has joined the company as its new chief brand officer as the latest appointment of new CEO Heidi O’Neill’s revamped executive team.
Hallam joins the athleisurewear maker from Four Seasons Hotels and Resorts and will be tasked with leading Lululemon’s global brand marketing, brand creative, store experience and community. The role also includes overseeing sports marketing, securing partnerships and taking on the company’s social impact initiatives.
“Ben brings an exceptional combination of creative vision, commercial discipline, and experience transforming iconic, premium brands at scale,” said Ms. O’Neill. “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. Ben will play a central role in building a stronger and more competitive Lululemon.”
Hallam was also head of group brand strategy and expansion at New World Development Company Limited, global marketing and customer engagement head at Shangri-La Group and global brand lead at Airbnb.
“Lululemon is an extraordinary brand with a strong heritage of innovation and a meaningful connection with its community,” Hallam said. “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.”
The company also revealed that Emily Sunderland will join as its chief strategy officer and will report to chief financial officer Meghan Frank. Sunderland was previously at Boston Consulting Group, where she advised global consumer businesses on enterprise growth and is expected to play an “important role” in identifying Lululemon’s future growth opportunities while strengthening its strategic planning.
Meanwhile, more appointments are expected after O’Neill brought on Maggie Gauger as the company’s president and chief product officer and Joseph Godsey as chief operating officer in October.
Lululemon said on Friday it will continue its search to fill the chief technology officer and chief communications officer roles.
The company is undergoing a massive turnaround effort as its looks to regain footing in the athleisurewear segment it helped define nearly 30 years ago as younger and cheaper rivals remain a constant presence in the marketplace.
Last month, Lululemon revealed that it would revamp its fabric team, including layoffing some staff, after the fallout from a wave of complaints from customers who said some of the company’s leggings were too sheer in January.
A similar incident occured in 2024 and the changes to the fabric team will help bring some of its raw material functions closer its vendors in regions where goods are being produced in a move to directly address quality control issues.
