lululemon Appoints Ben Hallam as Chief Brand Officer

lululemon has a new Chief Brand Officer. 

The company has announced that Ben Hallam, formerly Senior Vice President and Chief Marketing Officer at Four Seasons Hotels and Resorts, will be taking on the leadership role, reporting directly to CEO Heidi O’Neill. 

According to lululemon, as Chief Brand Officer he will lead the company’s global brand marketing, brand creative, store experience and community – including sports marketing, partnership and social impact.

Ben will also work closely with product, commercial and regional leaders to create a more distinctive and consistent brand expression across the customer experience globally. 

“I’ve always believed that the strongest brands are built at the intersection of product, culture and community,” says Ben. “lululemon has long brought these together – creating not just products people love, but meaningful connections that exist well beyond them.”

“That ​legacy, ​and the incredible ​team ​I ​am ​joining, make ​the opportunity to help ​shape what ​comes ​next particularly energising.” 

Alongside Ben’s appointment, the company has also announced that it had named Emily Sunderland its new Chief Strategy Officer, effective November 23, 2026. 

A transformational marketing leader

Ben has two decades of global brand and marketing leadership experience, working across leading luxury hospitality, consumer technology and global consumer brands – such as the Four Seasons Hotels and Resorts, Shangri-La Group, Airbnb and Ogilvy. 

In his most recent role as Senior Vice President and Chief Marketing Officer at the Four Seasons, Ben led the company’s global brand evolution, helping to deliver on its vision to become the world’s leading hospitality brand by elevating guest experiences and driving record brand engagement and commercial growth. 

He was also responsible for a brand evolution at Shangri-La Group, overseeing the transformation of the company’s marketing and customer strategy, and going on to drive strategic business change across its key commercial functions. 

“Ben brings an exceptional combination of creative vision, commercial discipline and experience transforming iconic, premium brands at scale,” says Heidi. “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."

Rebuilding the executive leadership team

The announcement of Ben as the company’s new Chief Brand Officer comes alongside Emily being named Chief Strategy Officer, to support the development of lululemon’s ‘go-forward’ strategy – designed to restructure the company, improve revenue performance and rebuild long-term growth. 

Emily – who joins the company from a role as Managing Director and Partner at Boston Consulting Group – brings significant experience in advising global consumer businesses on enterprise growth strategy and transformation. 

In particular, she has deep experience across activewear, apparel and specialty retail. 

Both of these appointments follow news of Maggie Gauger being named President and Chief Product Officer, and Joseph Godsey named Chief Operating Officer, with the company still searching for a Chief Technology Officer and Chief Communications Officer. 

Combined, these appointments are set to shape the next chapter of the company as it looks to increase profitability – with the company saying it plans to focus on innovative and high-quality products, a distinctive brand and guest experience and greater operational excellence. 

Who are lululemon’s key partners?

• Amazon Web Services (AWS): AWS is lululemon’s main cloud infrastructure partner, running its digital ecosystem, mobile applications and testing, development and production environment.  
• Salesforce: Salesforce powers the company's omnichannel customer relationship management and digital clienteling operations. Through tools such as Service Cloud and Agentforce, store associates and customer support teams access real-time guest insights to deliver tailored shopping experiences.
• KPMG: KPMG has helped transform the company’s customer support operations. 
• Peloton: Peloton and lululemon have a five-year global strategic partnership, with lululemon offering co-branded clothing collections across its retail stores and online.