Peloton recruits former Twitter exec to lead its marketing unit

Peloton Interactive, Inc., the American exercise equipment and media company based in New York City, announced the appointment of its new chief marketing officer this week. The company revealed it recruited Leslie Berland, a former Twitter executive, for the CMO post.

Peloton said that Berland’s appointment is taking effect on Jan. 18 and will be based in New York City office. At Twitter, she was also the head of its marketing division.

She left the social media giant in November during a time when high-ranking executives were leaving the company after Elon Musk took over. Prior to joining Twitter, she worked at American Express for a decade and helped lead its marketing.

As per CNBC, the new CMO will be reporting directly to Peloton’s chief executive officer, Barry McCarthy. She will be managing several of the company’s administrative units, including marketing, membership, and global communications. She will be replacing Dara Treseder, who stepped down in September amid the firm’s executive exodus at that time.

"Leslie is an accomplished marketer, with proven experience guiding brands in transformation. She understands the critical importance of storytelling and engaging current and future Peloton Members," Peloton’s chief Barry McCarthy said in a press release.

He added, "As we continue our pivot to growth, showcasing the magic that drives people to Peloton and keeps them so passionate and engaged is essential. She and the marketing team will play a central role in broadening our reach, appeal, and impact."

On the other hand, Berland said she is thrilled to join Peloton Interactive at this moment of its transformation journey. "I am a huge believer in the product, the company, and its potential and I am inspired by Peloton's continued innovation and commitment to its current and future Members and see amazing opportunities ahead," she said.

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