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.
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.
Kogan, has been a key member of Peloton’s leadership team and will be stepping into this new role managing the growth of the company’s 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.”
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 Peloton from Carbon where she has served as CMO 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, she drove marketing and growth at Goldman Sachs.
An advocate of public health, Treseder serves on the board of the 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. as one of the 30 Inspirational Women to Watch in Tech.
Photos courtesy Peloton/Dara Treseder