Lululemon has hired Nikki Neuburger, an exec who has worked at both Nike and Uber, as its first
chief brand officer. The Vancouver-based apparel company says Neuburger will lead marketing, creative, communications and sustainability efforts, reporting to Calvin McDonald, CEO.
Neuberger, currently head of marketing at Uber Eats, spent 14 years at Nike in roles that included global vice president of Nike running, where she was instrumental in its Nike+ app. An Oregon
State University grad, she was captain of its NCAA Division I volleyball team.
“Nikki is an innovative marketing leader with a proven track record of building and scaling global
brands, making her the ideal person to become Lululemon’s first chief brand officer,” says McDonald in the announcement. “Her years of experience in the athletic industry,
paired with her deep expertise in digital marketing, consumer insights and brand creative, will be instrumental as we build upon our momentum.”
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Lululemon’s announcement comes amid
good times for the apparel company, as it continues to rebuild under McDonald. He joined in 2018 from Sephora, replacing Laurent Potdevin, ousted for conduct violations.
Still, the company has
had defections, too. Last month, Stuart Haselden, chief operating officer, moved to Away as its CEO in the wake of the suitcase company’s HR headaches.
In its most recent quarter,
released last month, Lululemon’s revenues shot up 23% to $916 million. And its direct-to-consumer sales jumped 29%. The company says it is succeeding in its efforts to push beyond its core yoga
offerings, beefing up sales of men’s apparel, and introducing a line of personal-care products.
Some are expecting its holiday results, set for release early next week, to break its own
records. “We expect Lululemon to beat and raise guidance on the company’s holiday sales report,” writes Jen Redding, an analyst who follows the company for Wedbush Securities. Its
research noted strong demand over the holiday period, with Thanksgiving weekend and Cyber Monday setting records, “building on momentum in pants for men and women, and expansion in bras and
outerwear.”
