Peloton appoints former Twitter CEO Leslie Burland as head of marketing campaign

Peloton’s new chief marketing officer, Leslie Breland, once held the same position at Twitter. Photo courtesy of Peloton

January 17 (UPI) — Peloton said Tuesday that former Twitter chief executive Leslie Burland will become the company’s new chief marketing officer as the fitness platform company continues to make sweeping changes.

In a statementPeloton said Breland, who previously held the same position at Twitter, will report directly to CEO Barry McCarthy and become a member of his leadership team responsible for brand and product marketing, creativity, consumer insights, membership and global communications.

“Leslie is a seasoned marketer with a proven track record of leading transformational brands,” McCarthy said in a statement. “She understands the critical importance of storytelling and engaging current and future Peloton members.”

Berland led marketing and communications at Twitter and served as Head of Human Resources from 2017 to 2021, overseeing end-to-end employee experiences. She also worked for American Express for 10 years.

“Peloton is experiencing a unique moment in its journey of transformation and I am thrilled to be a part of it,” Berland said. “I strongly believe in the product, the company and its potential. I am inspired by Peloton’s continued innovation and commitment to its current and future members, and I see amazing opportunities ahead.”

Berland joins Peloton during the evolution of the company. Almost a year ago, the company cut 2,800 jobs from its payroll.

Last July, Peloton agreed for the first time to outsource all of its Internet-connected exercise bike and treadmill business to Taiwanese firm Rexon.

In August, Peloton struck a deal with Amazon to sell some equipment and apparel through the retail giant, marketing for the first time outside of its own website and showroom.

In an effort to expand its market, Peloton has agreed to a partnership with Hilton Worldwide Holdings to install exercise bikes at all 5,400 Hilton US outlets and 18 Hilton subsidiaries, including Doubletree and Embassy Suites.

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