Lululemon fills two of four open roles with brand and strategy chiefs

By Tom Whitfield

Lululemon filled two of four open leadership roles on Friday, appointing Ben Hallam as chief brand officer and Boston Consulting Group Managing Director Emily Sunderland as strategy chief. The retailer still needs a chief technology officer and a chief communications officer.

Who filled the two open roles?

• Ben Hallam, chief brand officer: Hallam was most recently senior vice president of marketing at Four Seasons Hotels and Resorts. He joined Lululemon’s senior leadership team Monday and reports to CEO Heidi O’Neill.
• Emily Sunderland, strategy chief: Sunderland will report to Chief Financial Officer Meghan Frank starting Nov. 23.

The appointments place dedicated executives over brand and strategy, while two other senior posts remain open.

How has O’Neill changed the executive team?

Dive described the appointments as two additional elements of Lululemon’s turnaround push under Nike veteran Heidi O’Neill. One of her first moves as CEO separated leadership of brand and product into two distinct C-suite positions.

• Product and operating roles: Last month, Lululemon named then-Athleta CEO Maggie Gauger as product chief and Walmart executive Joseph Godsey as chief operating officer. Gauger leads merchandising, design and innovation.
• Board and materials: Lululemon recently named former product chief Tara Poseley to its board; she led the function from 2013 to 2015. The company also restructured its raw materials team shortly before O’Neill arrived.

Dive said Gauger’s expanded remit carries particular weight because the brand has struggled to hit the right trends with shoppers lately. The company now has separate leaders for brand and product, but its product challenge remains.

What will Hallam and Sunderland own?

Hallam leads marketing, store experience, community, partnerships and social impact. His prior experience includes Airbnb and Shangri-La Group, among others. Lululemon expects him to work closely with Gauger’s team, commercial functions and regional leaders.

CEO Heidi O’Neill said in a statement: “Ben brings an exceptional combination of creative vision, commercial discipline, and experience transforming iconic, premium brands at scale,” describing Hallam’s role as “central” to the company’s turnaround.

O’Neill added: “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.”

Sunderland will draw on her consulting experience in activewear and specialty retail to identify growth opportunities and develop long-term plans. Hallam leads the brand experience, while Sunderland focuses on growth planning.

Who left, and what remains open?

Sunderland replaces Rachel Acheson, one of several executives who left shortly before O’Neill arrived. Two other executives also left the company: then-Chief Communications Officer Bill Chandler and Chief AI and Technology Officer Ranju Das.

Lululemon still has two openings: chief technology officer and chief communications officer. The next phase of O’Neill’s turnaround will require the retailer to fill both remaining posts.