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Peloton hires former Twitter exec as new head of marketing

Leslie Berland, Chief Marketing Officer, Twitter Inc., speaking at the #HereWeAre Women In Tech event at the 2018 Consumer Electronics Show (CES) in Las Vegas, Nevada, USA, Wednesday, January 10, 2018 To do.

Patrick T. Fallon | Bloomberg | Bloomberg | Getty Images

Peloton will tap former Twitter marketing chief Leslie Berland as its next chief marketing officer on Wednesday.

Berland left Twitter in November Departure After the purchase of Elon Musk restructuring When decrease in revenue A giant of social media. she used to american express 10 years.

Berland will report to Peloton CEO Barry McCarthy and oversee several divisions of the fitness equipment manufacturer, including marketing, memberships and global communications.Former CMO Dara Treseder has left the company, embarking on a broader executive exodus in September.

Berland said in Tuesday’s announcement that he was “thrilled” to join the company in this “unique moment in its transformational journey.”

Peloton is about to turn the tide after a rough 2022 period when its stock price fell more than 75%.company in November posted a bigger loss than analysts expected in the first quarter.

McCarthy, who took over in February, said on the first-quarter earnings call that the company’s new strategy to attract customers and boost recurring revenue is “a work in progress.”

In his first year as CEO, McCarthy recall Defective treadmill, mass dismissal And a significant leadership shift — all as he tries to Steer The pandemic’s beloved stock is back in the black. The stock hit a high of $167.42 in January 2021 and is currently trading around $11.

“As we continue our pivot to growth, it is imperative that we showcase the magic that drives people to the peloton and keeps them so passionate and engaged. [Berland] Our marketing team plays a central role in expanding our reach, appeal and influence,” McCarthy said in a statement Tuesday.

Peloton, August signed a contract By co-selling products with Amazon, we broke away from the traditional direct-to-consumer business model.

McCarthy is also overseeing the phased rollout of the nationwide rollout. rental cycle The program allows customers to rent company bikes, enroll in on-demand workout classes, and return the bikes at any time.

The company is also looking to expand its digital app presence, including a “freemium” model that allows users to access their content library on third-party hardware.

https://www.cnbc.com/2023/01/17/peloton-hires-former-twitter-executive-as-new-head-of-marketing.html Peloton hires former Twitter exec as new head of marketing

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