Peloton Appoints Its Second CMO Within 12 Months
Peloton appoints Lauren Weinberg as its new CMO, succeeding Leslie Berland Weinberg, formerly leading marketing at Intuit, takes over the role after a brief two-month tenure by Berland
Peloton's new chief marketing officer is Lauren Weinberg, who assumes the position following the departure of former CMO Leslie Berland. Berland left to become Verizon's top marketing executive after just 11 months with Peloton. Weinberg comes to the at-home fitness brand from Intuit, where she served as chief marketing and revenue officer for QuickBooks for two months. Prior to that, she was CMO at Square and also held positions at Yahoo, MTV, and AOL.
She will report directly to Peloton's CEO, Barry McCarthy, and her responsibilities will include supervising brand and product marketing, growth marketing, creative, consumer insights, membership, and global communications.
Peloton is a brand aiming to make a comeback. Despite initial success during the pandemic with revenues increasing by 99.5% as people worldwide embraced at-home exercising, its growth was not sustainable. By the time Berland took on the role, the company's losses had widened to $2.8bn (£2.3bn) for the year ending June 30, 2022.
In May, Peloton announced a major rebranding effort aimed at driving growth. In an interview with Our Website, Berland emphasized the significance of this move. Weinberg expressed her commitment to building on the brand's progress and momentum.
McCarthy stated, "Lauren's focus on growth and her proven track record of delivering scalable growth will be invaluable for our reinvigorated brand. She excels in understanding the art and science of effective marketing strategies that build awareness, engage audiences, reach new markets, and drive customer conversion - all essential to Peloton's growth strategy."
Weinberg, also a devoted member of the Peloton community, expressed, "I strongly believe in the positive impact the brand, product, and community have on millions of consumers. I am extremely eager to begin and I see tremendous potential for the company in the future."
