Brand Ambassador Program

My primary responsibility was to spearhead the strategic vision and execution of lululemon's Ambassador Programs across Australia and New Zealand, creating meaningful connections between brand, community, and business goals.

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At the heart of this role was cultivating authentic relationships, onboarding community partners, orchestrating immersive in-person and virtual experiences, and managing dynamic brand activations that created feeling to those attending. From intimate studio sessions to global events, I designed touch points that transformed community members into passionate brand advocates.

I built and maintained a powerful network of athletes, ambassadors, cross-functional partners, stakeholders, board members, and creative agencies, collaborating with each to deliver world-class experiences that elevated both brand perception and business performance. This extended to coaching and mentoring retail teams across multiple regions, ensuring consistent excellence and strategic alignment.

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My approach was holistically strategic: I drove full-funnel marketing objectives through insight driven community programs that delivered measurable business impact. This meant project managing cross-functional teams with clarity around processes, timelines, and accountability while providing hands-on training and consultation to regional managers and store teams.

Woven throughout every initiative was an unwavering commitment to diversity, inclusion, and equality—championed across internal teams, ambassador rosters, community partnerships, and external collaborations. I didn't just build programs; I built movements that reflected lululemon's values and resonated deeply with communities across AU/NZ.

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