Peloton is appointing Twitter’s former marketing head, Leslie Berland, as its next chief marketing officer.
Her appointment comes two months after she resigned from Twitter, joining a mass exodus of executives and other employees who left the company after Elon Musk took over.
Berland, who has previously served as the executive vice president of advertising and marketing at American Express, will oversee Peloton’s membership, marketing and global communications. She will be reporting to CEO Barry McCarthy.
“As we continue our pivot to growth, showcasing the magic that drives people to Peloton and keeps them so passionate and engaged is essential. [Berland] and the marketing team will play a central role in broadening our reach, appeal, and impact,” McCarthy said.
Berland’s appointment follows Peloton’s recent efforts to revive its flailing business. In August last year, the company signed a deal to sell its products on Amazon’s marketplace. The company is also in the process of rolling out a national bike rental program that would allow users to rent Peloton bikes and subscribe to on-demand workouts.
Another initiative the company is experimenting with allows users to access the Peloton content library on third-party devices.