(n.isInit=!0,n.value=b,c()):d(11,a)}))});c()}function m(a,b){l=!0;var c=s.resolvePath(a,"js",!0);c in e||(e[c]=J(a),s.load(c,function(){if(c in Visit our corporate site. Im able to bring everything that I have to offer to this position, which is wonderful, because I know that as a Black woman, people dont always get those opportunities. It's important to be clear what matters most to us and why. Chisom Obi-Okoye: Welcome to View From The Top: The Podcast.That was Dara Treseder, Senior Vice President and Global Head of Marketing, Communications & Membership at Peloton. Other women are capitalizing on that. "I was talking to a friend of mine who is a marketer at a different company, [and told her that]. In 2022 she was ranked #1 on the Forbes Worlds Most Influential CMOs list based on a weighted aggregate of 12 indicators. Clammy high-fives and grunting gym bros were replaced by tagging fitness influencers in sweaty selfies, live feed comments and other digitized socializations. if (typeof dlApi === 'undefined') { But coming off a strong 2020, it's riding high. P&Gs Thank You, Mom campaign. Peloton briefly commented on her departure Monday, stating: During her time at the company, Peloton has become one of the most beloved and culturally relevant brands and our Member base has grown from over 2.6 million to over 6.9 million.. A version of this story appeared in the Summer 2021 issue ofMarie Claire. But it's exactly that." I'll never forget when I thought,I'm ready to be a C-level executive. FINDING BALANCE AS A DUAL-CAREER COUPLE REAL TALK WITH THE TRESEDERS - UNEDITED. In her role, she oversees Peloton's . So how does Peloton make everything they do feel so on brand? (b=!0,m=e,setTimeout(function(){y.requireModulesWithModuleBase(a,e,function(){var b=Array.prototype.slice.call(arguments,0);try{h=q.apply(null,b)}catch(e){d(14,a+" -> "+e);return}l.exec([h])})},0)):d(15,a)},getDeps:function(){return!0===b?m:[]},get:function(a){l.add(a)},closeDefine:function(){g=!0;!1===b&&(b=!0,l.exec([void 0]))}}}function K(a){function b(b,e,g){if(0 { Intervieweditedforlengthandclarity. "Consumers want to know who you are. } But her mother encouraged her to dream big and to follow her ambition if it . Peloton has named Dara Treseder as the company's new head of global marketing. In her role, she oversees Peloton's marketing efforts, consumer strategy and insights, communications, creative, and drives the company's growth and international expansion. She gave me a big eye roll. Marie Claire. In addition to Treseders landmark role at Peloton, she sits on the Public Health Institutes board and is a PG&E board director. LinkedIn and 3rd parties use essential and non-essential cookies to provide, secure, analyze and improve our Services, and (except on the iOS app) to show you relevant ads (including professional and job ads) on and off LinkedIn. /* I'll never forget, one day, I was telling her something and she said, "You know, Dara, you don't have to always accept the world as it is. Dara Treseder's Post Dara Treseder Dara Treseder is an Influencer. Co-founder and Chief Legal Officer Hisao Kushi put in his notice to exit 3 October, while Chief Commercial Officer Kevin Cornils stepped down as of last week. But when Covid restrictions eased, people returned to the office and gyms reopened, demand also eased for Pelotons products its stock fell. Some brand name manufacturers, like Peloton, do offer digital-only subscriptions, no expensive equipment required, though the primary consumer association with the brand is still led by equipment. Its inspiring. NY 10036. Dara Treseder joined Ad Age Remotely to talk about 'fast-vertising' and what's ahead for Peloton By Adrianne Pasquarelli. Why do we exist?" The latest case of this and a unique study in that transition is Dara Treseder. SAN FRANCISCO, SEPT. 26, 2022Autodesk, Inc. (NASDAQ: ADSK) announced the appointment of Dara Treseder as chief marketing officer, effective on October 14, 2022. There used to be a time when brands and businesses sold products and didn't comment on anything outside of the day-to-day business. Every challenge is an opportunity to learn, grow, and discover better ways to serve our members. In 2020, she was recognized by Forbes as one of the Most Influential CMOs in the world, by Silicon Valley Business Journal as one of Silicon Valleys top 40 leaders under 40, by Adweek as one of the Women Trailblazers, and by Business Insider as one of the Top 25 Most Innovative CMOs in the World. When Dara Treseder was growing up in Ibadan, Nigeria, she never dreamed that shed become a senior executive for a company worth billions. Through the Interpersonal Dynamics course at the GSB, I really got to understand how people saw me. Macro-Finance, Initiative on Business and Environmental Sustainability, Stanford Latino Entrepreneurship Initiative, Stanford Innovation and Entrepreneurship Certificate, Overview of Center for Entrepreneurial Studies, Overview of Certificate & Award Recipients, Public Policy Lab: Homelessness in California, Overview of Real-Time Analysis and Investment Lab, Overview of Facilitation Training Program, Overview of the Impact Design Immersion Fellowship, Stanford Impact Founder Fellowships and Prizes, Personal Information, Activities & Awards, Overview of Operations, Information & Technology, Driving Innovation and New Ventures in Established Organizations for Teams, California Quantitative Marketing PhD Conference, Harnessing Data and Tech for Ocean Health, Junior Faculty Workshop on Financial Regulation and Banking, Quantitative Marketing PhD Alumni Conference, Theory and Inference in Accounting Research, Overview of Centers & Research Initiatives, Overview of Corporate Governance Research Initiative, Overview of Corporations and Society Initiative, Overview of Policy and Innovation Initiative, Overview of Stanford Latino Entrepreneurship Initiative, Overview of Value Chain Innovation Initiative, Alison Elliott Exceptional Achievement Award, John W. Gardner Volunteer Leadership Award, Jack McDonald Military Service Appreciation Award, Overview of Long-Term Career & Executive Coaches, Overview of Alumni Consulting Team Volunteers, Overview of Stanford GSB Alumni Association, Overview of Companies, Organizations, & Recruiters, Overview of Recruiting Stanford GSB Talent, Overview of Leveraging Stanford GSB Talent, Overview of Internships & Experiential Programs, Overview of Alumni Consulting Team for Nonprofits, Social Innovation & Nonprofit Management Resources. But your bonus is zero. REDWOOD CITY, CA - December 3, 2018 - Carbon ( www.carbon3d.com ), a leading Silicon Valley-based digital manufacturing company, today announced that Dara Treseder has joined the company as its first chief marketing officer. She delivers keynotes at several premiere industry conferences, such as those hosted by SXSW, Cannes Lions, MMA, CES, ANA, Women of Silicon Valley, AfroTech, LWT, Harvard, Stanford, and the London School of Economics. [5], She left Peloton and was appointed Chief Marketing Officer of Autodesk in 2022. This is Marie Claire's guide to navigating your career in a COVID-19 world. While the WFH era spelled good news for at-home fitness, global lockdowns decimated the gyms profits. As a business leader, I feel that I can engage with anyone, whether its someone in the supply chain, operations, or in finance. We can't show up the way everybody is showing up. And I think that's so important. g}}}function r(a,b){null===s?d(3):A(a,b,24.1)&&(0 1) { If you stand for everything, you stand for nothing. At Peloton, the Beyonc collaboration was exciting because shed been a Peloton member for years, so it was authentic and not just kind of a silly celebrity endorsement. I have that confidence that I didnt have before. } Some of that has to do with the history of how Black bodies were abused and denigrated. We've seen so much innovation and technology in the digital world. For Treseder, one of the main ingredients in the Peloton-level-successful secret sauce is authenticitya buzz word, yes, but one she says the brand truly lives by. Dara Treseder is a proven technology business leader with expertise in building and leading high performing global marketing, communications, consumer, and commercial organizations. 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., This is a BETA experience. Thanks to the support of her family and community, she ended up in the US, enrolled at Harvard. Im able to bring everything that I have to offer to this position, which is wonderful, because I know that as a Black woman, people dont always get those opportunities. At Peloton, Dara sets the strategy and goals for Marketing to build the Peloton brand, market the product portfolio, and drive the company's growth and international expansion. } Of course, Peloton and Instagram models werent the only ones who raked in the profits. That has been a guiding principle in my life. Nigerian pop star and mum-to-be, Tiwa Savage ushers in Dara Johnson at her wedding to William Treseder, taking place today at the Grand Banquet Hall, Civic Center, V.I Lagos. Before becoming a powerhouse cycling instructor, Selena Samuela was an immigrant trying to adjust to new environments and new versions of herself. Like all brands, Peloton has had its public challenges: the company recently announced a recall affecting 27,000 bikes sold between 2013-2016 and it was widely criticized for its Peloton Wife ad of 2019 (though the ad did not appear to impact Pelotons sales -- it may have driven them). In today's live edition of Remotely, Autodesk CMO Dara Treseder discusses brand building and why her design-and-make software company is taking a big bet on marketing despite the shaky economy with Ad Age Senior Reporter Lindsay Rittenhouse. 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. In 2020, Dara was elected as a Board of Director to PG&E, and named to Business Insider's "25 Most Innovative CMOs in the World". Dara Treseder, a former exec at Apple and GE, signed on as SVP, head of global marketing and communications, during the thick of the pandemic in August 2020. In fact, its the last thing theyd compromise during a potential recession, behind socializing, drinking and even their daily caffeine rush. My mother was very inspirational; she emboldened me to dream big. Megan DiTrolio is the editor of features and special projects at Marie Claire, where she oversees all career coverage and writes and edits stories on womens issues, politics, cultural trends, and more. She also serves on the board of Robinhood. My ambition is grounded in positively impacting others. Heres how it works. I would perform in my local community theater and maybe even teach there. All these and more, are the reasons why this wedding has pulled so many eyes, apart from the fact that a marriage begins today. We share the same wedding dates and know her from SPCC, Ibadan. In 2020, that eye for human-centered marketing took her to Peloton. Treseder, the chief marketing officer of the 3D-printing company Carbon, will join Peloton as senior vice president, head of global marketing and communications. (h.push(a),b()):d(21)},isExec:function(){return m}}}function D(){return document.currentScript&& tid: 'EA-4719209', Dara Treseder, fmr. Clearly, thats not enough; we need more. Whats the hardest part of a marketers job today? Before I joined Peloton, they had come out with a pledge to be an anti-racist organization, and that was incredibly heartening to me. The influence of the worlds largest interactive fitness company has grown exponentially during the COVID-19 crisis, when gyms have largely been closed and the public has turned to Pelotons virtual workout sessions for motivation. Systemic racism has been around for a while, it didnt just show up in 2020. That's what brings me joy, getting up every day and working with these phenomenal people. An often neglected aspect of the Olympics are the families of the athletes, the sacrifices they make. }; 4. I'm not someone who's ambitious [for the sake of] ambition. 58-Minute Listen. The first thing I would say is to seek out opportunities that create other opportunities. My favorite thing is discovering these messages. Barring more shutdown orders, it seems likely that budget gyms, rather than expensive gear, will drive fitness spending in rough economic climes. Dara Treseder: I try to be the best leader that I can be, and try to model what it's like to excel as a black woman in business. Published on April 27, 2023. Download. It felt monumental. Podcasts with rich dialogue, like Pivot, are a good way to get unfiltered perspectives. 3. Were continuing to follow our North Star of putting members first. And this was the first time weve ever done this. Dara Treseder is a keynote speaker and industry expert who speaks on a wide range of topics. On the other hand, we have budget gym operator Planet Fitness, whose stock popped 3% in premarket trading Monday thanks to a favorable research report. So, for me, it became, How can I be a part of the solution? When Dara Treseder greets me on a video call, the first thing I notice is her energy. Peloton has hired Dara Treseder as the fitness platform's new head of global marketing. Select Accept to consent or Reject to decline non-essential cookies for this use. I don't seek balance, she tells me. The campaign not only recognized these contributions; it honored them. Treseders first day will be August 18. "===b[0])!0=== Her community approach sets her apart from the others. What's our purpose? In this View From The Top, Chisom Obi-Okoye, MBA 22 sits down with Dara Treseder, SVP, Global Head of Marketing, Communications & Membership of Peloton to discuss performative action, the idea of connected fitness, and why the journey of being a founder is not linear. She's a marketing leader whose time at GE, Apple, and Goldman prepared her for the challenge of a lifetime: putting a B2B tech brand on the map in a mainstream way, virtually overnight. I realized I had blind spots, and I still work on them daily. But after moving to the United States to attend Harvard University, where she graduated with honors, Treseder went on to land top marketing roles at a succession of powerful corporations, including General Electric, Apple, and Goldman Sachs. Dara and her husband documented their multicultural wedding to celebrate and promote interracial love and marriage. cookieInfo: '', Whats changed the most about your job as a marketer over the course of your career? But beyond the pale of public corporations, the era of home fitness burgeons with social media influencers and creative workout brands. I'm proud that what we're doing as marketers is simply amplifying the great work that's being done, as opposed to performative virtue signaling. We're showcasing one of the most valuable elements of our brand -- our community of members. The thing I have had to overcome is getting more bold and courageous about advocating for myself. Available via the MIT or new BSD license. Just two weeks ago, Peloton co-founder John Foley stepped down from his board chair position, effective immediately. A champion of public health, women's issues, and diversity initiatives, Dara is the Chair of the board of the Public Health Institute (PHI). You have to swim in information. But with memberships starting at just $10 a month, Planet Fitness offers enormous value for people who cant afford to pay through the nose to maintain their health with an expensive membership or home equipment. Dara Treseder These results showcase just how highly consumers value their health in the pandemics aftermath and what theyd be willing to give up to keep working out. There, she saw that "all the kids of super successful people were getting into investment banking." PU: "e8fb7a77-a6a1-52d7-8a43-c309c26aec8b" What I love about Peloton is that we were one of the first brands to commit to becoming an antiracist organization. MC: Peloton's marketing has evolved. Pelotons stock peaked around $167 in October 2020 at the height of WFH. But when the world reopened, the company surged into expansion mode. [1] NPR called her "one of the most influential marketing leaders of her generation". Dara has received several awards and industry recognition for her work. I'm actually only reflecting a little piece of the amazing work that is happening. When you deposit $100, well add an additional $50 to your account. Treseder appreciates that Peloton has committed to being an anti-racist company and that her Stanford education gave her the tools to successfully navigate the corporate sector. Dara joins Carbon from General Electric (GE), where she served as chief marketing officer for GE Ventures and GE . Click Subscribe above to be notified of each edition. No matter how low you are, be hopeful," says Treseder. ** Correction (9/29 at 1:36PM): Dara Treseder was never the Chief Marketing Officer at Peloton. Will they ever be the same? You Can Get in Good Shape Money-wise, Black-Owned Coworking Spaces Are Providing a Safe Haven for POC, announced a partnership with longtime member Beyonc. Treseder's answer is, understandingly, infuriating to many fellow marketers: "It's because we're not trying," she says. I wanted to make sure that I achieved something, that I made them proud of their investment in me. And that is so powerful. Its exciting to embark on industry game-changing partnerships. But those days are long gone, and for good reason. As of Mondays close, Peloton teeters near penny stock territory at a mere $8.22 per share. What I say might be seen very differently than [if my] amazing husband, William [might say it] as a blonde, white man. A few brands, like NordicTrack and Nautilus, also competed directly with Peloton, offering more affordable takes on bikes, ellipticals and treadmills. You can smell performative allyship from a mile off, especially as a Black woman. Its a ton of fun! 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(function(){function d(a,b){C("err",a,b);(function(a,b){var d="amdLoader: errorNumber: "+a;"string"===typeof b&&""!==b&&(d+=": "+b);var l=Error(d);setTimeout(function(){throw l;},0)})(a,b)}function w(a,b){C("warn",a,b)}function v(a,b){C("info",a,b)}function C(a,b,d){a={type:"warn",num:b,caption:d,time:(new Date).getTime()-I};z.push(a)}function t(a,b,g,m,h,l){function e(f){Object.defineProperty(a,b,{get:function(){!0===m&&w(h+"->1",l);return g},set:function(){d(h+"->2",l)},configurable:f})}try{e(!1)}catch(q){try{e(!0)}catch(f){a[b]= That was inspirational to me, because I felt my family had done so much to get me to the United States. At times when I need to just think and not be distracted by anything else, and I go for a walk with my Moleskine, write down my thoughts, and reflect on thoughts Id previously written. As senior vice president of marketing, membership and communications, Treseder was present for several high profile Peloton milestones, and certainly had a hand in some. } "+e:f;!0===g&&d(17,b);return}!0===g&&d(18,b)}}function g(b){document.getElementsByTagName("head")[0].appendChild(b)}function m(b,a){function d(){!0!==x&&(!0===f&&(c.readyState=void 0),x=!0,a(c))}var f=!1,x=!1,c=document.createElement("script");c.type="text/javascript";c.src=b;c.onload=d;c.async=!0;c.defer=!0;!0=== Dara Treseder is a people-person. Peloton's stock peaked around $167 in October 2020 at the height of WFH. Treseder has already hired Ryan Reynolds Maximum Effort as a creative partner, having worked with the agency while at Peloton. My mother used to always repeat this saying to me, which is the north star for my life: Ambition with contentment. When I was young, I didnt know what that meant, but now I know exactly what it means. I would probably be a performer, probably an amateur musical theater performer. Love is love. It feels as if Peloton's Head of Global Marketing and Communications is radiating the reassuring vibe of a cool-down stretch on her company's fitness app. In the last few weeks, the company has parted ways with multiple high-level executives, including Treseder. It's not that people, for the most part, might even be intending to perceive things in that way, but there's unconscious bias. And you cant do that in a vacuum. Planet Fitness added 300,000 net new customers last quarter, bringing its membership count to 16.5 million. Planet Fitness sits in an unusually robust macroeconomic position. With the HBCU partnership, we gave digital memberships to students at 10 HBCUs. As marketers, we're first and foremost business people. I seek harmony. Im still reading a lot. How can I help make this a reality, where Black women are in positions of power and are able to lift up our communities? How can I help make this a reality, where Black women are in positions of power and are able to lift up not just ourselves and our families but our communities? Its been beyond an incredible experience because people here really care about living up to our values, and that is so huge. When I was starting out in my career, I knew I had what it took, but I was undervalued. Also join us across all of our other channels - we love to be connected! But after moving to the United States to attend Harvard University, where she graduated with honors, Treseder went on to land top marketing roles at a succession of powerful corporations, including General Electric, Apple, and Goldman Sachs. Even though I don't work there anymore, I'm excited to see how this technology and innovation impacts our world and human experience. "!==a&&k.push(a)});c=k.join("/"); But those days are long gone, and for good reason, she says. Through the lens of nine real members, we showcase the power of community.