Leslie Berland named CMO of Peloton

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Former Twitter executive Leslie Berland has been named Chief Marketing Officer at Peloton Interactive Inc (PTON.O), the once high-flying connected fitness equipment company said Tuesday.

Berland, who previously served as Twitter’s CMO and Head of People, will assume the role at Peloton from Wednesday, the company said.

Peloton, in recent times, has undertaken a slew of cost-cutting measures and made new executive appointments in a bid to slow cash burn and return to profitability as fitness enthusiasts go back to gyms. It has tweaked bike prices, offered its products through third-party retailers and focused on digital subscription plans to stimulate demand. Nevertheless, shares fell 78% in 2022.

Leslie Berland says that when one is the CMO of a large company, the employees are critical. The employees are the biggest supporters but also the biggest critics. She needs their feedback because sometimes she sees companies fall into the trap of doing all these external campaigns without taking time to allow employees to absorb what it means.

When they do anything externally, the first filter is the people. They are the litmus test of what they do and how they do it.

In her new role, Berland will oversee brand and product marketing, creative, consumer insights, membership and global communications, Peloton said.

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