It’s only a few days into the new year, but January has already been a relatively busy month for Lululemon’s C-suite. In addition to Neuburger’s appointment as the company’s first-ever chief brand officer, the brand loses Chief Operating Officer Stuart Haselden on Friday. Haselden is set to take over the CEO role from Steph Korey at DTC luggage brand Away on Monday.
Neuburger is a telling choice for Lululemon’s marketing arm given her experience with Nike’s membership division. In recent quarters, Nike executives have touted the importance of members to the company’s financial success, noting in Q1 that they drove over 50% of the company’s Nike Direct digital growth in the quarter.