Peloton Appoints Chief Marketing Officer

Dive briefs:

• Fitness brand Peloton announced Tuesday that it has hired Leslie Berland as chief marketing officer after a year-long major management change, according to a press release.
• According to the release, the new executives will report directly to CEO Barry McCarthy and will be responsible for the company’s marketing, creative, consumer insights, global communications and memberships.
• Berland brings over 20 years of “strategic and creative marketing expertise” to the company, most recently serving as CMO at Twitter for almost six years. Prior to that, he spent over ten years at American Express, holding several senior positions ranging from social media strategy to digital partnerships.

Dive Insight:

Peloton’s latest C-suite appointment comes as the brand is very focused on growth and the marketing team is integral to the brand’s message to new customers.

“Leslie is an accomplished marketer with proven experience in leading brand transformations. She understands the importance of storytelling and engaging current and future Peloton members,” McCarthy said. said in a statement. “As we continue our pivot to growth, it is imperative that we showcase the magic that drives people to the peloton and keeps them passionate and engaged. play a central role in doing so.”

Berland joins the company after Peloton’s head of marketing, Dara Treseder, left the company last October. At the same time that his resignation was announced, the brand’s chief commercial officer, Kevin Cornills (who Treseder first reported) also stepped down.

Last year, the company was plagued by the departure of other executives. At Peloton, co-founders Hisao Kushi and John Foley left the company for good. Earlier, Foley had stepped down as CEO and handed over control to McCarthy. Since their departure, the co-founders have joined forces with other former Peloton leaders to create a new custom rug startup.

Home fitness brands reported a 23% year-over-year decline in first-quarter earnings in November, below the lower end of expectations. Net loss he increased by 9%, while operating expenses decreased by 5%.