Dive Brief:

• After a year of major executive changes, fitness brand Peloton announced Tuesday it has hired Leslie Berland as its chief marketing officer, according to a company press release.
• The new executive will report to CEO Barry McCarthy, taking on responsibility for company marketing, creative, consumer insights, global communications and membership, per the release.
• Berland brings more than 20 years of “strategic and creative marketing expertise” to the company, most recently acting as CMO at Twitter for about six years. Prior to that, Berland spent more than a decade at American Express, holding several leadership positions ranging from social media strategy to digital partnerships.

Dive Insight:

Peloton’s latest C-suite appointment comes as the brand is hyper-focused on growth, and the marketing team will be integral in the brand’s messaging to new customers.

"Leslie is an accomplished marketer, with proven experience guiding brands in transformation. She understands the critical importance of storytelling and engaging current and future Peloton Members," McCarthy said in a statement. "As we continue our pivot to growth, showcasing the magic that drives people to Peloton and keeps them so passionate and engaged is essential. She and the marketing team will play a central role in broadening our reach, appeal, and impact."

Berland’s arrival comes after Peloton’s head of marketing, Dara Treseder, left the company last October. At the same time the departure was announced, the brand’s Chief Commercial Officer Kevin Cornils — who Treseder originally reported to — also exited.

Last year, the company was plagued by other executive departures at Peloton, with co-founders Hisao Kushi and John Foley leaving the company entirely. Prior to that, Foley had stepped down from his CEO position, passing the reigns to McCarthy. Since their departure, the co-founders have joined forces with other ex-Peloton leaders to create a new custom rug startup.

The home fitness brand reported a 23% year-over-year revenue decrease during its first quarter earnings in November, missing the low end of its expectations. Net loss had increased 9%, but operating expenses decreased 5%.