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.". Though not a new phenomenon, social media fitness gurus seized the opportunity to welcome new members into their thriving fitness culture. 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. How can we inspire and show the next generation how to take up space and build a better world?. 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. var pulse2EmbedConfig = { pulsevideo: { player: "flowplayer", params: { autoplayNext: !0, enableAds: !1 }, plugins: [{ script: "https://imasdk.googleapis.com/js/sdkloader/ima3.js" }, { script: "https://embed.videos.ringpublishing.com/flowplayer/plugins/ads.min.js", config: { ima: { ads: [{ adTag: "https://pubads.g.doubleclick.net/gampad/live/ads?iu=/53159133/Pulsegh_video_new_640x360&description_url=[placeholder]&tfcd=0&npa=0&sz=640x360&gdfp_req=1&output=vast&unviewed_position_start=1&env=vp&impl=s&correlator=", time: 0 }] } } }] }, OnettvVideo: { 'MAIN_ELEMENT': { preset: "mainVideoRADPGh", enableGoogleAnalytics: 2, volume: 0, enableEndScreen: 1, autoplayRelated: 1, enableAds: 1, adserverUrl: "https://pubads.g.doubleclick.net/gampad/live/ads?iu=/53159133/Pulsegh_video_new_640x360&description_url=[placeholder]&tfcd=0&npa=0&sz=640x360&gdfp_req=1&output=vast&unviewed_position_start=1&env=vp&impl=s&correlator=", floatingControls: 1, embedType: 'inTextVideo', showAdvertComment: 1 }, 'INTEXT': { preset: "mainVideoRADPGh", enableGoogleAnalytics: 2, volume: 0, enableEndScreen: 1, autoplayRelated: 1, enableAds: 1, adserverUrl: "https://pubads.g.doubleclick.net/gampad/live/ads?iu=/53159133/Pulsegh_video_new_640x360&description_url=[placeholder]&tfcd=0&npa=0&sz=640x360&gdfp_req=1&output=vast&unviewed_position_start=1&env=vp&impl=s&correlator=", floatingControls: 1, embedType: 'inTextVideo', showAdvertComment: 1 } }} Name a product you cant live without (that doesnt connect you to the internet) and tell us why. Oluwadara Johnson Treseder is a Nigerian born marketing executive,[1][2][3][4] raised in Ibadan. [10] She is one of a team of backers of W Magazine. She used her marketing prowess to help Peloton carve out a leading position within the connected fitness category. I have been watching the Peloton ad almost every day for the last two weeks and I enjoy it, not knowing I know the brain behind it. Published on April 27, 2023. The thing I have had to overcome is getting more bold and courageous about advocating for myself. "Consumers want to know who you are. Finish this sentence: The marketer I most want to see do this questionnaire is, Accomplished Business Leader and Excellent Communicator with great people skills. Kudos Dara! What I say might be seen very differently than [if my] amazing husband, William [might say it] as a blonde, white man. tid: 'EA-4719209', Maximum Effort was behind Autodesks Oscars ads in March that introduced the world to Otto Desc, a Hollywood legend who is praised at first by stars such as actor and director Elizabeth Banks and then revealed later to be entirely made up and in fact representative of the company itself. This is a BETA experience. Dara graduated cum laude from Harvard University with highest honors in field and holds an MBA from Stanford University. I seek impact, not glory. "I was talking to a friend of mine who is a marketer at a different company, [and told her that]. You have to swim in information. Autodeskthe maker of software that powers products across various industries including architecture, engineering, construction, manufacturing, media and entertainmenthas tasked her to do the same within its design-and-make software space. While the WFH era spelled good news for at-home fitness, global lockdowns decimated the gyms profits. Download. And I love that because as a member, even for me personally, it meant so much. As a child growing up in Ibadan, Nigeria, Dara Treseder was often told to get her head out of the clouds. I also learned how other people saw me in terms of being a leader. The company is starting to really impact our lives. The GSB helped me see that theres a difference between how you see yourself, how other people see you, and how you think other people see you. I like to ask myself, How are other people receiving what's going on? She also previously worked on marketing teams at Apple and Goldman Sachs, and was featured on Forbes CMO Next 2018 list, which features 50 top marketers that are redefining the CMO role. 574K Followers, 61 Following, 248 Posts - See Instagram photos and videos from Dara Treseder (@daratreseder) My mother was very inspirational; she emboldened me to dream big. Im still studying, and I think the MBA program provided that structure that allowed me to unlock that aspect of myself, so I see myself first and foremost as a business leader. You're an immigrant. I enjoyed seeing how a brand that didnt have an obvious connection with the Olympics found a simple, clear connection that resonated so deeply across different disciplines, geographies, and cultures. It's got to be integrated with how the business is running. Autodesk Appoints Dara Treseder as Chief Marketing Officer And we need to think about how are we working together with the infrastructure and the business [teams], to drive at this big brand goal. I have that confidence that I didnt have before. 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.. Growing up in Nigeria, Dara Treseder didn't dream of being a marketing leader. NY 10036. She has also accumulated a series of honors, including being named one of Ad Weeks women trailblazers, Business Insiders Top 25 most innovative CMOs, and a member of Forbes list of 50 marketing chiefs who are redefining the role and shaping the future.. Instead of wasting time researching each investment or trying to time the markets based on whats popular, investors can use our AI-backed portfolios to make timely decisions now and always. I'm actually only reflecting a little piece of the amazing work that is happening. We had to generate awareness and understanding of our platforms and how they work. dlApi = Object.assign(dlApi, { Video: Peloton's head of marketing details the brand's 'Sex and the Peloton: Dara Treseder : Wisdom From The Top with Guy Raz Dara Treseder's email & phone number - Chief Marketing Officer at window.addEventListener('load', function () { (b in h)){var d=m(b,function(){h[b].query.exec([])});h[b]={script:d,query:H(!0)};g(d)}h[b].query.add(a)}},getActialLoading:function(){for(var b in h)if("interactive"===h[b].script.readyState)return b;return null},resolvePath:b,isLoad:function(a){a=b(a,"js",!0);return u(a)&&a in h?h[a].query.isExec():!1},isSpecified:function(a){a= And I think that's so important. 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: 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. The company has not officially had anyone in the CMO role for a number of years. This foundational approach has served us well and will continue to inform how we move forward as a brand and business. 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. When expanded it provides a list of search options that will switch the search inputs to match the current selection. The latest case of this and a unique study in that transition is Dara Treseder. Key departures and Planet Fitness stock potential represent exciting developments for investors. And we recognize the power of empowering those communities. 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. And then you need to still figure out, What are we going to say from a business perspective? So threading that needle of understanding how to show up while driving business objectives is critical. Download Q.ai today for access to AI-powered investment strategies. DT:Everything we do at Peloton is centered on improving the lives of our members. "+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=== How do you speak to them in a way that they can hear you? That's what I'm interested in. Earlier in her career, she led marketing and growth efforts at Apple and Goldman Sachs. We will now be sending you a daily newsletter on news, entertainment and more. Peloton marketing senior VP Dara Treseder exits for Autodesk Peloton's Dara Treseder : Wisdom From The Top with Guy Raz I want us to pay for it. She is currently the Chief Marketing Officer of Autodesk a leading innovative technology & software company changing how the world is designed and made. Treseder, whose last day will be 4 October, first joined Peloton in 2020 after stints at high-profile firms like Goldman Sachs and Apple. Today our customers, partners, and employees hold us to a higher standard. "itemListElement": [] If I werent a marketer, I would be. My mother used to say two things to me: One, w l'w, which means "character is beauty" in my Yoruba language. Its healing. However, its stock is up nearly 110% over the last five years. But the company isnt accepting its fate lying down. But it's exactly that." DT:I think one of the [challenges] is the unfortunate reality of being a Black woman in America. The fitness brand, with its fervent following, has owned the quarantine market, raking in $1.8 billion last year and growing in paid digital subscriptions by 472 percent since 2020. And that is so powerful. I am actually really enjoying the Pivot podcast with Kara Swisher and Scott Galloway. 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. Barring more shutdown orders, it seems likely that budget gyms, rather than expensive gear, will drive fitness spending in rough economic climes. 7. Dara Treseder on LinkedIn: #sustainability #design #engineering # But when the world reopened, the company surged into expansion mode. And that's what I have tried to do. return a[x]}function g(){function a(){if(!0===b)for(;0Pregnant singer ushers in bride at a strangely unique wedding Peloton Appoints Dara Treseder To Lead Its Marketing Efforts Worldwide I would probably be a performer, probably an amateur musical theater performer. I put up my hand and got those experiences, and I started to build allies. Whats changed the most about your job as a marketer over the course of your career? These are real people in their real homes, sharing their real experiences. (Ostensibly, recent Planet Fitness stock losses follow reported earnings of $224.4 million that fell short of expectations.). if(a===document||!0===h(a,d)){var l;l="function"!==typeof a.getAttribute? Making wealth creation easy, accessible and transparent. VP - Digital Transformation | 1x Founder | Advisory Member. That's kind of her job. .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} A version of this story appeared in the Summer 2021 issue ofMarie Claire. It's just a constant journey. Dara and her husband documented their multicultural wedding to celebrate and promote interracial love and marriage. Dara Treseder is a Senior Vice President and Head of Global Marketing & Communications at Pelotonthe leading interactive fitness platform. Language links are at the top of the page across from the title. This is something I've been working on since when I first became a C-level executive as a CMO of the GE business innovation center. So, for me, being part of an effort to increase HBCU students access to Peloton felt full circle. We're supporting nonprofit partners that are fighting against racial injustice. McCarthy, alongside Peloton Treseder, also introduce a bike rental option and expanded Pelotons digital subscriber reach. But coming off a strong 2020, it's riding high. These days my kids even join the act. Raymond James analyst Joseph Altobello adjusted the firms rating, noting Planet Fitness resilient and recession-resistant business model as a strength in the current environment. The company just had its first profitable quarter and is in the headlines as a savior for those of us missing gyms, human contact and some good ol motivation. Carbon, the company I came from. That value expands beyond high inflation. We can't show up the way everybody is showing up. Published on September 26, 2022. Credit: Dara. An immigrant, wife, mother, and Black woman, Treseders path to success has not been without difficulty. I'm not here just painting a picture. 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. I haven't been this crushed since 'My Sister's Keeper.'. (m(a,g,e(),c()),!0):!1}function m(a,d,c,e){function k(){setTimeout(function(){v(48,"run timeout "+e);g()},e)}function g(){setTimeout(function(){0< 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. What I can say is that as we are continuing to evolve as a brand. You should feel grateful that you're here." "",!0);d(26)},!0,35);t(F,"ring-amd",{},!0,37);t(r,"isBrowser",!0,!0,38);t(r,"specified",function(a){return null!==s&&s.isSpecified?s.isSpecified(a):!1},!0,39);(function(a,b){function d(b){function e(){var a=b.getAttribute("data-amd-preload");return u(a)?a.split(","):[]}function c(){var a=b.getAttribute("data-timeout-start");return 0About - Dara Treseder 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. g&&d(16,b);else{if("https://"===b.substr(0,8)||"http://"===b.substr(0,7)||"//"===b.substr(0,2))return b;for(var f in a)if(0===b.indexOf(f+"/")){f=b.replace(f,a[f]);if(b!==f)return u(e)?f+". What we can say is that there are profits to be had on both fronts and we can help you chase them. Chief Marketing Officer - Personal Website About Dara Treseder MC: What is the biggest career lesson you've learned? I think that there is a nice combination of business, tech, and culture. My mother was a source of inspiration to me, as I think is the case for many young women growing up around the world. Before joining Carbon as CMO in 2018, Treseder was CMO of GE Business Innovation and GE Ventures. CEO Barry McCarthy, who came to Peloton after tenures at Spotify and Netflix, has pushed for massive changes to revive the drowning company. I dont need validation from other people. She also serves on the board of Robinhood. A variety of streaming services cropped up as popular alternatives, varying across price points and portability. We don't know when the pandemic will end. Which begs the question: where lies the disconnect? But her mother encouraged her to dream big and to follow her ambition if it . 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. And when I joined GE, I got to learn what it was like to work at a big scale for a large organization in a CMO capacity. An often neglected aspect of the Olympics are the families of the athletes, the sacrifices they make. Meet Dara Treseder, Carbon's first CMO. Whats the hardest part of a marketers job today? registration.unregister(); dlApi = { One such example is Mirror, a Lululemon-owned smart mirror that operates like a wall-mounted tablet. That's what brings me joy, getting up every day and working with these phenomenal people. That's when the magic really happens. Opinions expressed by Forbes Contributors are their own. 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. Pelotons stock peaked around $167 in October 2020 at the height of WFH. But your bonus is zero. 5. Here, she talks ambition, being a Black woman in corporate America, and the value of investing in yourself. dv_host: "PULSE_COM_GH", Dara Treseder is a people-person. Here's Why CMOs Should Care, Telling A Sustainability Story Through Edutainment Disneys Penning Sees A Path To Increased Education, Bed Bath & Beyond Is Another Preventable Demise From Disruption. Its exciting to embark on industry game-changing partnerships. if (registration.scope.replace(origin, '').length > 1) { 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. That was inspirational to me, because I felt my family had done so much to get me to the United States. I seek harmony. Peloton marketing senior VP Dara Treseder exits for Autodesk Treseder had been with the fitness brand since 2020 By Adrianne Pasquarelli. I'm not someone who's ambitious [for the sake of] ambition. And they are holding us accountable. Shell report to Peloton President William Lynch. With the HBCU partnership, we gave digital memberships to students at 10 HBCUs. (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