lululemon has appointed Ben Hallam as Chief Brand Officer, bringing in a senior hospitality marketer to lead the activewear brand’s global marketing, creative, store experience and community work. The company has also named Emily Sunderland, previously a Managing Director and Partner at Boston Consulting Group, as Chief Strategy Officer.
Hallam’s appointment took effect on 9 November 2026. He joins the company’s Senior Leadership Team and reports to Chief Executive Officer Heidi O’Neill, having most recently served as Senior Vice President of Marketing at Four Seasons Hotels and Resorts. Sunderland joins on 23 November 2026 and will report to Chief Financial Officer Meghan Frank.
The appointments continue the build-out of the leadership structure lululemon announced in October 2026, which has already seen Maggie Gauger named President and Chief Product Officer and Joseph Godsey appointed Chief Operating Officer. The company says the expanded team will focus on innovative, high-quality product, a distinctive brand and guest experience, and greater operational excellence.
“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. Ben will play a central role in building a stronger and more competitive lululemon.”
Heidi O’Neill, Chief Executive Officer, lululemon
Hallam has 20 years of global brand and marketing leadership experience across luxury hospitality, consumer technology and global consumer brands. At Four Seasons, he helped to evolve the brand’s global positioning, elevate guest experiences and drive record brand engagement and commercial growth.
As Chief Brand Officer, he will lead lululemon’s global brand marketing, brand creative, store experience and community, including sports marketing, partnerships and social impact. He will work closely with product, commercial and regional leaders on a more distinctive and consistent brand expression across every guest experience, at a time when the brand continues to open in new markets, including its first store in Greece and a first Austrian store in Vienna.
“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.”
Ben Hallam, Chief Brand Officer, lululemon
Sunderland’s appointment follows the search for a Chief Strategy Officer that lululemon announced in October to support the development of its go-forward strategy. At Boston Consulting Group she advised global consumer businesses on enterprise growth strategy and transformation, with deep expertise across activewear, apparel and specialty retail. At lululemon she will help develop the company’s long-term strategy, identify future growth opportunities and strengthen strategic planning.
Searches remain under way for a Chief Technology Officer and a Chief Communications Officer, with those appointments to be announced once they are finalised.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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