In the newly created role, Neuburger will lead the retailer’s marketing, creative, communication and sustainability efforts, and will report to CEO Calvin McDonald.

Neuburger joins Lululemon from Uber, where she served as global head of marketing for Uber Eats for the past two years. In that role, she led the introduction and expansion of the Uber Eats brand to 36 countries. Prior to Uber, she spent 14 years at Nike, which included a stint as global vp of Nike Running.

“Nikki is an innovative marketing leader with a proven track record of building and scaling global brands, making her the ideal person to become Lululemon’s first chief brand officer,” said McDonald in a statement.

“Her years of experience in the athletic industry, paired with her deep expertise in digital marketing, consumer insights and brand creative, will be instrumental as we build upon our momentum and deliver on our Power of Three growth strategy,” he added.

Neuburger said in a statement, “I look forward to working with the senior leadership team and the Lululemon teams across the globe as we continue to elevate the brand and build deeper connections with new and existing guests around the world.”