The athletics retailer is still searching for technology and communications chiefs after those executives left their positions a few months ago.

A couple of additional pieces are in place in Lululemon’s turnaround push under Nike veteran O’Neill.

In one of the executive’s first moves as CEO, O’Neill separated out leadership of brand and product into two distinct C-suite roles.

Athleta’s Gauger now leads merchandising, design and innovation as product chief, a critical role for a brand that has been struggling to hit the right trends with shoppers lately. Lululemon also recently named a former product chief to its board in Tara Poseley, who led that function for Lululemon from 2013 to 2015, and restructured its raw materials team shortly before O’Neill arrived.

Hallam, who has experience at Airbnb and Shangri-La Group, among others, now leads brand. As chief brand officer, Hallam oversees not just marketing, but also store experience, community, partnerships and social impact. He is expected to work closely with Gauger’s team, as well as commercial functions and regional leaders.

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

As strategy chief, Sunderland will bring experience as a consultant in activewear and specialty retail to help identify growth opportunities and develop long-term plans.

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