Peloton Shakes Up Its Marketing Strategy With A Key Hire
At-home fitness platform Peloton has tapped Dara Treseder, the former CMO of 3D printing company Carbon, to serve as its new Global Head of Marketing. Treseder joined the marketing team at Peloton on August 18 and reports to President William Lynch.
Alongside Treseder’s appointment, Peloton's marketing efforts have been organized into two key groups: Global Marketing, run by Treseder, and Global Product Marketing, which will be led by Head of Global Product Marketing Karina Kogan.
In this new role, Treseder will be responsible for setting the strategy and goals for Peloton's marketing efforts as it aims to build its brand and drive international expansion. She will also lead the company's brand marketing, consumer insights, communications, and creative teams.
Treseder and her team will likely have deep pockets as they push Peloton's brand abroad. Last quarter, Peloton’s revenue jumped 66% year-over-year to $524.6 million as consumers hunt for at-home alternatives to communal gyms, many of which have been closed to fight the spread of the coronavirus.
Treseder is a seasoned marketing executive who held senior roles at GE's corporate venture arm, Apple, and Goldman Sachs. She has been consistently recognized as a leader in her field, appearing on lists of top-performing and innovative marketing execs published by AdWeek, Business Insider, AdAge, Inc., and Forbes.
In a press release, Lynch noted, "Dara exemplifies the traits we look for in leaders here, and she has the kind of collaborative spirit that we value so much at Peloton. We're excited that she'll be applying her unique skills as a leader and marketer to continue to build Peloton into one of the most special brands in the world.
Treseder said, "I am honored to partner with the amazing team at Peloton to empower people around the world to take care of their bodies and minds anytime, anywhere and to continue to grow global awareness for this brand."
Her wealth of knowledge and leadership will be crucial as Peloton scales abroad and devises strategies to fend off rivals in the $600 billion global fitness industry, which could soon include Apple - the tech titan is rumored to be working on its own virtual fitness class subscription service.
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