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Peloton’s new chief marketing officer, Leslie Breland, once held the same position at Twitter.Photo credit: Peloton
January 17 (UPI) — Peloton said on Tuesday that the fitness platform company continues to undergo major changes, with former Twitter executive Leslie Berland serving as the company’s new chief marketing officer.
In a statement, Peloton said Breland, who previously held the same role at Twitter, will report to CEO Barry McCarthy and oversee brand and product marketing, creative, consumer insights, memberships and global communications. He said he would be a member of the leadership team.
“Leslie is an accomplished marketer with proven experience in leading brand transformations,” McCarthy said in a statement. “She understands that storytelling and engaging her members of the Peloton, current and future, is very important.”
Berland oversaw marketing and communications at Twitter and from 2017-2021 was responsible for people overseeing the end-to-end employee experience. Also at American Express he worked for 10 years.
“Peloton is at a unique moment in its transformational journey and I am thrilled to be a part of it,” Berland said. “I am a big believer in the product, the company and its potential. I am inspired by Peloton’s continued innovation and commitment to its current and future members and see great opportunities ahead. I have.”
Berland joined Peloton during the company’s evolution. Nearly a year ago, the company cut his 2,800 jobs from payroll.
Last July, for the first time, Peloton agreed to outsource all of its web-connected exercise equipment (bicycles and treadmills) to Taiwanese company Rexon.
In August, Peloton signed a deal with Amazon to sell some equipment and apparel through retail giants, marketing it outside of its own website and showrooms for the first time.
To expand its market, Peloton has agreed to partner with Hilton Worldwide Holdings to install exercise bikes at all 5,400 Hilton-branded locations in the United States and 18 of Hilton’s subsidiaries, including Doubletree and Embassy Suites.
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