2020 has been a great gear for Peloton, and their leadership isn’t resting on its laurels. Today, Peloton announced it has hired a new global marketing chief.
Peloton 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 report to Peloton President William Lynch.
Peloton’s centralized marketing efforts will now be organized around two key Functions: Global Marketing, run by Treseder and Global Product Marketing, which will be overseen by Karina Kogan, shown below right, 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 product portfolio including its Bike, Tread, Digital/App lines, and Strength discipline. Performance marketing and media will also report to Kogan.
Peloton is entering a new phase in its company growth as it moves from ‘fun startup’ to a key fitness company heading into 2021. As I’ve mentioned before, Peloton’s ultimate goal isn’t to sell bicycles and treadmills, but rather to become the centralized place for connected fitness.
I’ve been very impressed by how Peloton has tastefully navigated advertising during COVID-19 . They’ve promoted their products for at-home workouts, but in a way that didn’t seem to take advantage of the situation.
As Dara Treseder gets started in her role, it’ll interesting to see how she puts her mark on the Peloton brand.