Lululemon Names Ben Hallam Chief Brand Officer
The Vancouver-based apparel company also named Emily Sunderland as its chief strategy officer as it builds out its leadership team under CEO Heidi O'Neill.
Updated on Nov. 6, 2026 in People
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Lululemon Athletica Inc. appointed Ben Hallam, formerly senior vice president of marketing at Four Seasons Hotels and Resorts, as chief brand officer, starting Monday. The company also named Emily Sunderland, previously a managing director and partner at Boston Consulting Group, as chief strategy officer.
Why it matters
The appointments are part of a senior leadership overhaul under chief executive Heidi O'Neill, who took over in September and has been reshaping the team. The moves come as the brand works to strengthen its business after a difficult period.
Lululemon announced the appointments on November 6, 2026, with Hallam starting November 9 and Sunderland on November 23. Hallam will report to CEO Heidi O'Neill and Sunderland to chief financial officer Meghan Frank, while the company is still seeking a chief technology officer and chief communications officer.
The players
Lululemon Athletica Inc.
A Vancouver-headquartered athletic apparel company known for its yoga and performance clothing, which has faced recent business challenges and investor pressure.
Heidi O'Neill
Lululemon's chief executive officer since September 2026, who is building out a new senior leadership team.
Ben Hallam
A marketing executive who previously served as senior vice president of marketing at Four Seasons Hotels and Resorts.
Emily Sunderland
A consultant who was a managing director and partner at Boston Consulting Group before joining Lululemon as chief strategy officer.
The details
Hallam will lead global brand marketing, brand creative, store experience and community, including sports marketing, partnerships and social impact. Lululemon has also brought in Maggie Gauger from Athleta as president and chief product officer, and Joseph Godsey from Walmart Canada as chief operating officer.
Timeline
September 2026: Heidi O'Neill became chief executive officer of Lululemon.
October 2026: O'Neill established a senior leadership structure at the company.
November 6, 2026: Hallam and Sunderland appointments were announced.
Monday, November 9, 2026: Hallam begins as chief brand officer.
November 23, 2026: Sunderland takes up the chief strategy officer post.
Market Landscape
Lululemon's leadership reshuffle comes after a year of struggling business results, public opposition from founder Chip Wilson, and pressure from activist investors. The new hires signal an effort to rebuild the brand's marketing and strategy functions to compete more effectively in athletic apparel.
Shoppers may see shifts in Lululemon's marketing, store experience and product direction as the new executives take over. The changes are most likely to be felt in how the brand communicates and presents its products over time.
The takeaway
Leadership changes often signal a shift in strategy, and watching how Lululemon's new brand and strategy chiefs reshape the company may reveal its direction for the year ahead.
What happens next
Emily Sunderland takes up her role as chief strategy officer on November 23, 2026, and Lululemon is still seeking a chief technology officer and a chief communications officer.
Further reading
For more on executive moves across the industry, explore our People coverage.
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