Peloton Appoints Twitter’s Former Prime Marketer as CMO

Peloton Interactive inc

appointed former Twitter Inc. marketer Leslie Berland as chief marketing officer.

Ms. Berland was previously Chief Marketing Officer and Head of People at Twitter, where she worked for nearly seven years. She left the company last November along with a number of other executives following Elon Musk’s takeover of the company.

Ms. Berland, who spent a decade in marketing at American Express prior to Twitter co

will oversee Peloton’s brand and product marketing, creativity, consumer insights, membership and global communications, reporting to Chief Executive Barry McCarthy, according to a statement from the connected fitness equipment maker.

The company’s marketing portfolio was managed by Dara Treseder, the company’s former global head of marketing, communications and memberships, who retired last fall for Autodesk,

a design and manufacturing software company.

Ms. Berland joins Peloton as the company attempts a comeback after a bumpy 2022.

WSJ | CMO today

CMO Today delivers the day’s most important news for media and marketing professionals.

Peloton’s sales and inventories skyrocketed as at-home fitness boomed at the start of the pandemic, but demand eased as gyms and other public facilities have reopened and inflation has dampened the appeal of high-end fitness equipment.

Mr. McCarthy assumed the CEO position last February with a strategy that included making Peloton’s products and services more accessible to more thrifty fitness enthusiasts. Layoffs, restructuring and cost-cutting measures also followed.

The company last November reported a sharper-than-expected decline in revenue for the quarter ended Sept. 30, but also saw net losses decline to $408.4 million from $1.3 billion in the previous quarter.

Mr. McCarthy said in a call to investors this month that consumers are more likely to buy a Peloton-branded product in all markets except Germany, but he can’t directly attribute the increase to a recent advertising campaign.

“Is it because of the ad campaign or not? Hard to say, honestly,” he then said.

The slowdown in the advertising market meant Peloton was able to get more media impressions per dollar spent in the run-up to the holiday season, he added.

Peloton also plans to lean on the tendency for customers to use its app while pedaling, rowing, or running on competitors’ gear, according to McCarthy.

“We never really marketed that use case… The digital app is kind of at the bottom of our marketing funnel,” he said. “We’re going to take it to the top with a premium offering.”

Write to Katie Deighton at [email protected]

Copyright ©2022 Dow Jones & Company, Inc. All rights reserved. 87990cbe856818d5eddac44c7b1cdeb8

Comments are closed.