[5], Having worked in executive roles at Apple and GE, and as chief marketing officer at Carbon, she joined exercise equipment company Peloton as SVP and head of global marketing and communications in August 2020. noDfp: 1, DX: "PV,puls,ntb426w,7,a", I would have a better understanding of why I need to use different types of leadership approaches and tools, and then I would have a better understanding of what Im needed to do as a business leader. SAN FRANCISCO, SEPT. 26, 2022Autodesk, Inc. (NASDAQ: ADSK) announced the appointment of Dara Treseder as chief marketing officer, effective on October 14, 2022. We are increasing accessibility to our products and our content in underserved communities. Of course, Peloton and Instagram models werent the only ones who raked in the profits. In 2019, the brand made headlines for a controversial commercial in which a husband gifts his wife a bike; it was called sexist by some. Treseder, whose last day will be 4 October, first joined Peloton in 2020 after stints at high-profile firms like Goldman Sachs and Apple. Very Interesting profile. I didnt know about another Black woman until recently, when Rosalind Brewer was named CEO of Walgreens. Dara Treseder's email & phone number - Chief Marketing Officer at Peloton in particular has had a rough go, slashing employee counts and curbing costs with third-party solutions. Our pledge is a four-year, $100 million investment in fighting racial injustice and inequality. Do I say this? 58-Minute Listen. Robinhood Markets Welcomes Dara Treseder to its Board of Directors But when Covid restrictions eased, people returned to the office and gyms reopened, demand also eased for Peloton's . Whats your must read, watch or listen for all marketers? The WFH era also provided massive impetus to push fitness lovers toward social media influencers, many of whom saw their subscriber counts swell into the millions. Treseder will. return a[x]}function g(){function a(){if(!0===b)for(;0 Just two weeks ago, Peloton co-founder John Foley stepped down from his board chair position, effective immediately. f)k.push(f);else{d(8,a+" -> "+e[p]);return}}g(k,c)}):d(9,f)},requireModules:g,requireOne:m,define:function(a,b){var c=D();if(!0!==l)null===c?w(49,""):w(49,D().getAttribute("src"));else{if(null!==c&&(c=c.getAttribute("src"),c in e)){e[c].setDefine(a,b);return}c=s.getActialLoading();u(c)?c in e?e[c].setDefine(a,b):d(46,c):q.push({deps:a,define:b})}}}}(),s=null,z=[],I=(new Date).getTime();t(window,"require",r,!1,27);t(window,"define",F,!1,28);t(r,"runnerBox",function(a){function b(a){x in a||(a[x]=m()); Thats always been important, but its even more important now. Join Cunningham of Magnet Media (and author of The State of the Story and The Art of the Documentary) for an exploration of how their approach cut through the most cluttered media moment to put Riddell helmet and Adidas sneaker products, powered by Carbon, at the center of the conversation. Theres a Yoruba saying that goes, Anybody who knows how to think knows how to give things. And when I reflect on my journey, Im full of gratitude for my parents, my grandparents, and my family for investing so much in me to get here to the U.S. 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). [7] Peloton stock dipped amid news of its marketing head going to work for Autodesk. Threading all of those things together is so important. Dara Treseder Biography | Booking Info for Speaking Engagements "use strict";document.addEventListener("DOMContentLoaded",function(e){var t=document.querySelector("#taboolaStartHook");if(t){var n=function(){var e,t,n;window._taboola=window._taboola||[],window._taboola.push({article:"auto"}),e=document.createElement("script"),t=document.getElementsByTagName("script")[0],n="tb_loader_script",document.getElementById(n)||(e.async=1,e.src="//cdn.taboola.com/libtrc/ringierghana-network/loader.js",e.id=n,t.parentNode.insertBefore(e,t)),window.performance&&"function"==typeof window.performance.mark&&window.performance.mark("tbl_ic")};if("IntersectionObserver"in window)new IntersectionObserver(function(e,t){e[0].isIntersecting&&(n(),t.disconnect())},{threshold:1}).observe(t);else n()}}); SVP, Head of Global Marketing and Communications, Peloton. What's our purpose? Sinking profits didnt help; in Pelotons last quarter, it reported a $1.24 billion loss, its sixth straight decline in a row. P&Gs Thank You, Mom campaign. Even though I don't work there anymore, I'm excited to see how this technology and innovation impacts our world and human experience. We've seen so much innovation and technology in the digital world. She always encouraged me to not just accept the world as it is but to think about the world as it should be and allow myself to be an architect of that destiny. You can update your choices at any time in your settings. 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. Maximum Effort was behind Autodesks Oscars ads in March that introduced the world to, Dara Treseder, fmr. She gave me a big eye roll. My favorite thing is discovering these messages. "I was talking to a friend of mine who is a marketer at a different company, [and told her that]. Treseder, the chief marketing officer of the 3D-printing company Carbon, will join Peloton as senior vice . Popular popular picks included free YouTube tutorials, Planet Fitness virtual workouts, the Nike Training Club, Beachbody on Demand and countless Roku fitness channels. Before becoming a powerhouse cycling instructor, Selena Samuela was an immigrant trying to adjust to new environments and new versions of herself. A variety of streaming services cropped up as popular alternatives, varying across price points and portability. Ahead, she shares how she earned herself a top spot on the corporate leaderboard and how she's shepherding Peloton into a post-pandemic future. Marc Pritchard is a very talented CMO and I enjoyed seeing him lead his team to bring this campaign to life. [11], She is an alumnus of Harvard University[5] and of Stanford Graduate School of Business, where she obtained an MBA in 2014. I don't want this to come across wrong. What Happened To Peloton's Lead Marketer Dara Treseder And - Forbes On this episode of Techsetters, co-hosts Samantha Wiener and Jenny Wang interview Carbon's Chief Marketing Officer, Dara Treseder. async: 1, That for me was such a powerful thing, because I had majored in African American studies at Harvard, and I knew that Black people have not historically felt comfortable in spaces around physical health and mental health. Whats an under the radar brand youre watching and why? It's got to be integrated with how the business is running. We asked then what lies ahead. }); Community has always been at the heart of everything we do. At Autodesk, Dara oversees the company's worldwide marketing, brand & communications, global demand generation, and education business teams. (Talk about a long list of responsibilities.) That was deeply powerful for me. no_gemius: 1, She used her marketing prowess to help Peloton carve out a leading position within the connected fitness category. Dara Treseder on LinkedIn: #sustainability #design #engineering # Peloton's Head of Marketing Dara Treseder: Everything a - LinkedIn [1] NPR called her "one of the most influential marketing leaders of her generation". Growing up in Nigeria, Dara Treseder didn't dream of being a marketing leader. I dont need validation from other people. My mother was a source of inspiration to me, as I think is the case for many young women growing up around the world. It was this idea that even though I was this little Black girl living in West Africa, I could have an impact on the world. The campaign not only recognized these contributions; it honored them. I love Moleskine notebooks, I love to write in them. (h.push(a),b()):d(21)},isExec:function(){return m}}}function D(){return document.currentScript&& That was the moment for me that it clicked that there were two Americas: one for the privileged that says you deserve everything, [and one] that constantly questions you and doubts you. Don't WorryYou Don't Have to Have Cable to Watch the Met Gala on Monday, The 'Firefly Lane' Season 2, Part 2 Ending, (Heartbreakingly) Explained, Fans Are Wondering If There Will Be a 'Firefly Lane' Season 3, Pelotons Selena Samuela on Turning Tragedy Into Strength, This Mutual Fund Firm Is Helping to Create a More Sustainable Future, Don't Stress! Podcasts with rich dialogue, like Pivot, are a good way to get unfiltered perspectives. What I love about Peloton is that we were one of the first brands to commit to becoming an antiracist organization. Copyright 2023 Dara Treseder - All Rights Reserved. DT: Being a Peloton member adds value to your life. That's kind of her job. In fact, its the last thing theyd compromise during a potential recession, behind socializing, drinking and even their daily caffeine rush. Best of all, theres no gym membership fee required. for (const registration of registrations) { Book Dara Treseder | Speakers Bureau | Booking Agent Info She used her marketing prowess to help Peloton carve out a leading position within the connected fitness category. 2. 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. I feel very much like Im drawing on those experiences at Peloton. .image-wrapper{position:relative;display:inline-flex}.image-wrapper::after,.image-wrapper::before{background-image:var(--noscript-src);content:'';position:absolute;left:0;top:0;bottom:0;right:0;background-size:cover;background-repeat:no-repeat;background-position:center} Dara Treseder is a people-person. 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. Im just Black, and thats the reality of being Black in America. I am honored to partner with the amazing team at Peloton to empower people around the world to take care of their bodies and minds anytime, anywhere and to continue to grow global awareness for this brand.". Will they ever be the same? Dara has received several awards and industry recognition for her work. You also have to understand what's going on in the world around you in the communities that you serve, what matters to them. An immigrant, wife, mother, and Black woman, Treseders path to success has not been without difficulty. Also, you need to make sure that you are pushing yourself, that you are learning, that you are building your portfolio of ideas. DT:Take a bet on yourself. I think that's actually a good way to get a pulse on what's going on. if(0===c.indexOf(a))return c;d(6,a+" , "+b+" -> "+c)}else return b;else d(7,b)}function g(a,b){function c(){if(!1===n){for(var c=[],E=0;EDara Treseder | Keynote Speaker | AAE Speakers Bureau As CEO Chris Rondeau pointed out, Planet Fitness added 1.1 million members and doubled its store count during the Great Recession, proving that consumers value budget health options when money gets tight. Dara Treseder - Chief Marketing Officer - Autodesk | LinkedIn "Consumers want to know who you are. Even in my wildest dreams, I didnt imagine I would be where I am, doing what Im doing, she says. "At Peloton, we're mission-driven, focused on our Members and building a leadership team that reflects our core values, Lynch said in a statement. It's really important now that we start to show the fullness of our experience, she says. The brand and its instructors manage to be simultaneously intense and loving, leaning into language like strength and power.. Why? There, she saw that "all the kids of super successful people were getting into investment banking." In the past, Pelotons marketing and advertising was really focused on the products and the services we offered, and that made sense because back then we were disrupting an industry. She was like, 'whatever girlfriend.' Dara Treseder, fmr. That's what makes me proud. [I had a plan], I exceeded it, and we crushed it. 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