Peloton’s new CMO comes from Twitter

Peloton has named a new chief marketing officer four months after the departure of former top marketer Dara Treseder. The company today announced the hiring of Leslie Berland as CMO, effective Wednesday. Berland was most recently CMO of Twitter. She left the brand in November after more than a decade, following Elon Musk’s takeover. At Peloton, Berland is tasked with brand and product marketing, creative and consumer insights, maintaining the brand’s membership and spearheading its global communications. Ad Age events Sign up for events and awards Learn more here After enjoying robust growth as a home-based pandemic darling, the fitness brand has had trouble in recent years maintaining its momentum as sales plummeted back down to earth. Supply chain issues and waning demand have contributed to its lackluster financial performance. Recent layoffs and management turnover have also added to the turmoil. After two years, Treseder left in September to join software and tech company Autodesk as CMO. Her departure came mere days after the exit of Peloton Co-founder John Foley. In its recent fiscal first quarter, Peloton's revenue fell 23% to $616.5 million from the year-earlier period. The New York-based company had a net loss of $408.5 million in the quarter, though membership, at 6.7 million, exceeded the year-earlier quarter’s 6.3 million. Over the holidays, Peloton released a campaign called “The Peloton Effect” that cited the long-lasting effect of using its instructors and products.

Peloton’s new CMO comes from Twitter

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