Dara Treseder joins Peloton as SVP, Head of Global Marketing & Communications

Last Updated: August 8, 2020By Tags: , , , ,

Peloton one of the largest interactive fitness platform, today announced that Dara Treseder has been named as Senior Vice President, Head of Global Marketing and Communications and will oversee brand marketing, consumer insights, communications, and creative. Treseder will join Peloton on August 18 and will report to Peloton President William Lynch.

Lynch said: “At Peloton, we’re mission-driven, focused on our Members and building a leadership team that reflects our core values. 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 excited to join Peloton! Motivating millions to stay active, centered and connected — particularly during a time when it’s most needed — is vitally important to our physical and mental well-being as a society. 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.”

Treseder joins from Carbon where she has served as chief marketing officer since 2018. Previously, she worked at GE as the Chief Marketing Officer of GE Business Innovations and GE Ventures, and at Apple as Global Head of Demand Generation for FileMaker. Earlier in her career, Dara drove marketing and growth efforts at Goldman Sachs.

An advocate of public health, Treseder serves on the board of Public Health Institute. She is also a board director at PG&E. She has been recognized by AdWeek as one of the Women Trailblazers, by Business Insider as one of the Top 25 Most Innovative CMOs in the World, by Forbes as a “CMO Next”—one of the 50 Marketing Chiefs Redefining the Role and Shaping the Future, by AdAge as one of the Women to Watch, and by Inc. magazine as one of the 30 Inspirational Women to Watch in Tech. Treseder holds an AB cum laude with highest honors from Harvard University and an MBA from Stanford University.

Peloton’s centralized Marketing efforts will now be organized around two key Functions: Global Marketing, run by Treseder, who will set the strategy and goals for Peloton’s marketing efforts to build the Peloton brand and drive the company’s growth and international expansion; and Global Product Marketing, which will be overseen by Karina Kogan, who joined Peloton in April 2019 as General Manager, Digital, and has been promoted to an expanded role as SVP, Head of Global Product Marketing. In this newly created position, Kogan will oversee how Peloton markets its expanding product portfolio, including its fast-growing Bike, Tread, Digital/App lines and Strength discipline. Performance marketing and media will also report to Kogan.

Karina has been a key member of Peloton’s leadership team, and will be stepping into this important new role managing the growth of the company’s award-winning product lines. Her work on scaling the Peloton App business has been remarkable and we’re confident that, as her scope widens, she will have an even bigger impact for the business and for our Members.”

editor's pick

latest video

news via inbox

Nulla turp dis cursus. Integer liberos  euismod pretium faucibua

To achieve better sales and profits, most companies could be doing more to cultivate business from their existing customers. However, enthusiasm for customer-retaining strategies must not endanger sound customer-getting efforts. How companies balance the two is the big question. To intensify reaching old customers while still seeking new ones, for many firms, will mean changes in market analysis, planning systems, management incentives, and marketing and/or operations organization. In the rush toward growth, consumer marketers have tended to regard success as stemming from obtaining new customers while unwittingly minimizing the importance of satisfying old ones. It is time for more companies to distinguish between their getting and retaining functions, to assess the balance between them, and to remedy any deficiencies in customer retention. This process requires management to value the potential of current customers and to treat them in special ways to get them to keep coming back. Several major elements should be part of the new marketing mix for customer retention: Product extras Keeping customers frequently requires giving them more than the basic product that initially attracted them. Product extras for individual customers over time can play a sales-expansive role. Reinforcing promotions Product promotion works better when aimed at existing customers. If a marketer knows who these customers are, benefits can be obtained by giving them reinforcing communications. Sales force connections The sales force can play a decisive role in the customer-retention function. At a retail or service counter the salesperson is the focal point of the company's strategy and is the firm to the customer. Post-purchase communication A company must anticipate that some customers will encounter either minor or serious problems after purchasing. If the firm is not ready to hear and correct these difficulties, the customer may not repurchase  or may cancel the the relationship. Whether company or customer is at fault, standby post-purchase activities can be instrumental in saving these customers.

you might also like

    lets see

    lets see

    lets see