Heidi O’Neill’s turnaround team at Lululemon Athletica Inc. is coming together.
The Nike veteran, who became chief executive officer of Lululemon in September, made two key appointments on Friday, bringing in some expertise from the world of hospitality to steer the brand and a former consultant to lead strategy.
Ben Hallam will step in as chief brand officer on Monday. He will join the senior leadership team and report to O’Neill. Most recently, he was senior vice president of marketing at the Four Seasons Hotels and Resorts. In his new role, Hallam will lead global brand marketing, brand creative, store experience and community, including sports marketing, partnerships and social impact.
Last month O’Neill established a senior leadership structure that Lululemon described as “designed to strengthen the company’s competitive position and build the capabilities required for its next chapter of growth.” The senior team started to form then as Maggie Gauger joined from Athleta as president and chief product officer and Joseph Godsey came from Walmart Canada to become chief operating officer.
The Vancouver-based company — which has gone from activewear juggernaut to restructuring case study over the past couple years — is still looking for a chief technology officer and a chief communications officer.
Lululemon also named Emily Sunderland, who was managing director and partner at Boston Consulting Group, as chief strategy officer on Friday. She will take up the post Nov. 23 and report to chief financial officer Meghan Frank.
There have been a lot of people with a lot of ideas about how to fix Lululemon.
Over the past year alone the brand has faced an increasingly struggling business as well as very active opposition from founder Chip Wilson and pressure from other activist investors.
But the group being assembled now by O’Neill will be the ones who actually put their ideas to work.
“Ben brings an exceptional combination of creative vision, commercial discipline and experience transforming iconic, premium brands at scale,” O’Neill said. “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 described Lululemon as “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,” he said.
