Rachel Acheson

Rachel Acheson is the Senior Vice President of Strategy and Brand at lululemon, a role she has held since March 2019. Based in Vancouver, Canada, she is responsible for overseeing the company's enterprise strategy, insights, and pricing, while guiding the strategic direction across various key functions. Her work involves strategic assessments, analysis, and the development of roadmaps for implementation to enhance lululemon's competitive advantages.14

Professional Background

Acheson's career at lululemon began in June 2012 when she served as Vice President of Brand and Community. She played a crucial role in integrating community efforts with brand strategy, significantly impacting the company's presence in the yoga community. Prior to her current position, she held several leadership roles, including:

• Head of Marketing and US Stores for ivivva (March 2016 - July 2017)
• VP of Strategy (July 2017 - March 2019)
• SVP of Strategy and Brand (March 2019 - March 2020) where she also managed the Chief Brand Officer portfolio temporarily.145

Education and Skills

Rachel Acheson holds a degree in International Relations and a Master’s in International Business. Her expertise spans branding, marketing strategy, digital marketing, and business development. She is known for her ability to build robust teams and execute effective tactical plans that achieve positive results.24

Leadership Philosophy

In interviews, Acheson has emphasized the importance of simplicity, decisiveness, and managing ambiguity as critical leadership traits, particularly during challenging times such as the COVID-19 pandemic.3 Her approach reflects a commitment to fostering a collaborative environment while driving strategic initiatives that align with lululemon's mission and values.

Overall, Rachel Acheson's extensive experience in retail strategy and brand management positions her as a key leader within lululemon, contributing significantly to the company's growth and brand identity.