Heidi O’Neill’s turnaround team at Lululemon Athletica Inc. is coming together.

The Nike veteran, who became chief executive officer of Lululemon in September, made two key appointments on Friday, bringing in some expertise from the world of hospitality to steer the brand and a former consultant to lead strategy.

Ben Hallam will step in as chief brand officer on Monday. He will join the senior leadership team and report to O’Neill. Most recently, he was senior vice president of marketing at the Four Seasons Hotels and Resorts. In his new role, Hallam will lead global brand marketing, brand creative, store experience and community, including sports marketing, partnerships and social impact.

Ben Hallam Courtesy of Lululemon

Last month O’Neill established a senior leadership structure that Lululemon described as “designed to strengthen the company’s competitive position and build the capabilities required for its next chapter of growth.” The senior team started to form then as Maggie Gauger joined from…