After less than one year at the company, Peloton’s Chief Marketing Officer Leslie Berland is departing. As first reported by The Wall Street Journal, Verizon Communications has hired Berland as their new Chief Marketing Officer:
Verizon Communications has hired Peloton Interactive marketing head Leslie Berland as its new chief marketing officer.
Berland, 45 years old, joined fitness equipment maker Peloton in January following her exit from Twitter shortly after Elon Musk acquired the tech company in 2022. She succeeds Diego Scotti, who left Verizon earlier this year after about eight years in the job.
Berland will join Verizon on January 9, 2024, but it is currently unclear whether she will remain at Peloton until then. The Wall Street Journal provides the below context about Berland’s time at Peloton:
During her short tenure at Peloton, Berland tried to reposition the brand as more than a stationary bike maker by promoting the different types of workouts the company offers on its app. Its latest ad effort, which began in May, featured people of all ages, sizes and fitness levels using the app to participate in many of the different activities that the company now offers, from running to rowing to weightlifting to yoga.
The effort was a shift from the Peloton’s previous positioning as a high-end stationary bike company.
Berland first joined Peloton in January 2023, replacing longtime Peloton CMO Dara Treseder, who left in 2022.
Peloton CEO Barry McCarthy said the following in a statement:
“I want to thank Leslie for her tremendous contributions to Peloton. In a short period of time, she revitalized our brand, broadened our reach and relevance, and enhanced our team culture. We are grateful for her contributions and wish her all the best.”
This is one of few C-suite changes for Peloton this year. In September Peloton hired a new Chief Product Officer (CPO) and the remaining Peloton co-founder stepped down. However, it has been a quieter year overall for leadership changes.
You can read the full details of Berland’s departure via The Wall Street Journal.
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