Peloton names second CMO in a year
Lauren Weinberg will replace Leslie Berland as chief marketing officer after just two months leading marketing at Intuit.
By Molly Innes
Peloton has named Lauren Weinberg as its new chief marketing officer, a week on from the departure of former CMO Leslie Berland, who left to take on the top marketing job at Verizon after just 11 months in the role.
Weinberg joins the at-home fitness brand after just two months at Intuit, the B2B software company, where she was chief marketing and revenue officer for QuickBooks. She was previously CMO at Square, the SME-focused tech solutions company, prior to which she worked at Yahoo, MTV and AOL.
At Peloton, she will report directly to Peloton’s CEO, Barry McCarthy. Her remit will include overseeing brand and product marketing, growth marketing, creative, consumer insights, membership and global communications.
Peloton CMO departs after 11 months to take top marketing job at Verizon
Peloton is a brand on a turnaround mission. Despite being a pandemic success story with revenues soaring 99.5% as people across the globe turned to exercising at home, its growth wasn’t sustainable, and by the time Berland was appointed the business’s losses had widened to $2.8bn (£2.3bn) for the year ending 30 June 2022.
In May, Peloton revealed a big brand relaunch to help it get towards growth. Speaking with Marketing Week at the time, Berland described it as “critical”.
Weinberg will be picking up where she left off to “continue building on the momentum of the brand’s transformation,” she says.
“Lauren’s growth-first mindset, coupled with her proven ability to deliver growth at scale will be critical assets for our revitalised brand,” says McCarthy. “She thrives on understanding both the art and science of effective and impactful marketing strategies for companies, to build awareness and engagement, identify new audiences, and drive customer conversion, all ambitions key to the Peloton growth strategy.”
“As an active member of the Peloton community, I am a huge believer in the impact the brand, product, and community have with millions of consumers. I am beyond excited to get started, and I see great potential ahead for the company,” adds Weinberg.
