Peloton hires former Twitter executive as new head of marketing

Peloton is bringing in Leslie Berland, Twitter’s previous internet marketing head, as its subsequent main internet marketing officer, successful Wednesday.

Berland remaining Twitter in November amid a slew of government departures following Elon Musk’s takeover, which has led to sizeable restructuring and revenue drops at the social media huge. She earlier helped lead marketing at American Categorical for 10 decades.

Berland will report to Peloton CEO Barry McCarthy and oversee numerous of the health and fitness tools maker’s divisions which includes marketing and advertising, membership and world communications. Former CMO Dara Treseder left the organization in a broader executive exodus in September.

Berland explained in an announcement Tuesday that she is “thrilled” to join the company at this “exclusive moment in its transformation journey.”

Peloton is trying to shift the tides following a rough 2022, when its stock dropped extra than 75%. The corporation in November posted wider losses than analysts expected for its very first fiscal quarter.

McCarthy, who took the helm in February, said throughout the initial-quarter earnings simply call that the company’s new technique for attracting shoppers and boosting recurring income was a “function in progress.”

In his initially 12 months as CEO, McCarthy has overseen recalls on defective treadmills, mass layoffs and major management shifts — all as he tries to steer the pandemic darling stock again to profitability. Shares hit a superior of $167.42 in January 2021 and are now buying and selling at about $11.

“As we keep on our pivot to progress, showcasing the magic that drives folks to Peloton and retains them so passionate and engaged is important. [Berland] and the promoting team will enjoy a central role in broadening our access, appeal, and affect,” McCarthy claimed in a assertion Tuesday.

In August, Peloton struck a deal with Amazon to sell products and solutions, venturing out of its conventional immediate-to-buyer business product.

McCarthy is also overseeing a gradual rollout of a countrywide bike rental system, which will allow clients to hire the firm’s bicycle and subscribe to on-demand from customers workout lessons and then return the bicycle when they want.

The firm is also trying to expand its digital application presence, which includes with a “freemium” design that would enable buyers to entry its articles library on third-party hardware.