MC: What is the biggest career lesson you've learned? It's showing up as the fullest leader that I can. 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()); MC:Peloton recently had to recall more than 125,000 treadmills afterthe Tread+was linked to the death of a child and other injuries. But the company isnt accepting its fate lying down. Will they ever be the same? Shell report to Peloton President William Lynch. MBA, Stanford Graduate School of Business, 14, AB in African American Studies, Harvard University, 10, Chief Marketing & Communications Officer, Carbon, Chief Marketing Officer, GE Business Innovations & GE Ventures, Big-Data Initiative in Intl. 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. Dara has received several awards and industry recognition for her work. 0;f
1")}else d(g+"->2");return!1}function J(a){var b= Also, you need to make sure that you are pushing yourself, that you are learning, that you are building your portfolio of ideas. When you purchase through links on our site, we may earn an affiliate commission. It became about what it meant as a Black woman, because people look at me and they have no idea who I am or where Im from. Through the lens of nine real members, we showcase the power of community. 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. !0:!1;if("HTML"===a.tagName)return!0}function g(b){if(b===a)return!0;if(q(b))return!1}function h(a,b){function c(a){f++;if(200Dara Treseder | Keynote Speaker | AAE Speakers Bureau 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. 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. McCarthy, alongside Peloton Treseder, also introduce a bike rental option and expanded Pelotons digital subscriber reach. It was reported earlier that Treseder was CMO but her correct title at Peloton was Senior Vice President of Marketing, Membership and Communications. MC:What is something you learned early in your career that shaped your journey? Copyright 2023 Dara Treseder - All Rights Reserved. We don't know when the pandemic will end. Peloton marketing senior VP Dara Treseder exits for Autodesk Treseder had been with the fitness brand since 2020 By Adrianne Pasquarelli. I made that bet on myself. Thanks to the support of her family and community, she ended up in the US, enrolled at Harvard. What I love about Peloton is that we were one of the first brands to commit to becoming an antiracist organization. [8], She is also a founding member of the Black Executive CMO Alliance,[9] and vice-chair of the board of the Public Health Institute. She used her marketing prowess to help Peloton carve out a leading position within the connected fitness category. Dara was also recognized in 2018 by AdAge as one of the Women to Watch. In 2017, she was recognized on Inc. Magazine as one of the "30 Inspirational Women to Watch in Tech.. Its been absolutely a wonderful experience, and what I love about it is that I am empowered to bring my full self to my job. Most recently, she made headlines when Peloton named her its marketing chief in August. Dara Treseder Biography. These people are going to change the world." Sometimes, my 5-year-old daughter, who is learning how to write and read, likes to leave me messages in my little Moleskine notebooks. One of the biggest changes Treseder says shes seen in her career thats taken her from Goldman Sachs and Apple to CMO roles at GE Ventures and the 3D printing company Carbon has been the role people expect brands to play in our world. That's what brings me joy, getting up every day and working with these phenomenal people. My mother used to say two things to me: One, w l'w, which means "character is beauty" in my Yoruba language. Next-Generation CMO Dara Treseder Moves To 3-D Manufacturing - Forbes CMO Dara Treseder discusses brand building and why her company is making a big bet on marketing despite the shaky economy By Lindsay Rittenhouse . You have to swim in information. I love Moleskine notebooks, I love to write in them. That's kind of her job. And yet, recent surveys show that 62% of Americans consider health and wellness a top priority. There's very much the artist side of me, the storyteller, who loves to connect with consumers on a very deep level, and be a part of culture. The pandemic has completely upended how we do our jobs. Dara Treseder joined Ad Age Remotely to talk about 'fast-vertising' and what's ahead for Peloton By Adrianne Pasquarelli. 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. "The New Normal" left some brands stronger than ever. Dara Treseder is a Senior Vice President and Head of Global Marketing & Communications at Pelotonthe leading interactive fitness platform. A respected thought leader and subject matter expert, Dara is a sought-out speaker, lecturer, and advisor on marketing, innovation, and growth. I have a collection of these Moleskine books. About - Dara Treseder Peloton marketing senior VP Dara Treseder exits for Autodesk 2. "===b[0])!0=== "Consumers want to know who you are. Carbon is disrupting manufacturing in the way that Tesla disrupted the auto industry. Dara is a frequent contributor to leading publications, including Adweek, MarketingProfs, The Marketing Insider, CMO.com, and Marketing Daily. dlApi = Object.assign(dlApi, { if ("undefined" === typeof dlApi) { dlApi = {"target":"unknown/unknown","cookieInfo":"","no_gemius":1,"adsNoBanner":1,"noDfp":1,"tid":"EA-4719209"}; }. 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. And seeing that representation on such a big stage meant so much to me. Live from New York and London, analyzing. Dara Treseder Chief Marketing Officer of Autodesk | P&L Owner | Board Director 2mo It's no longer a secret ! She says that, for her, much of the value she finds in her career is through making impact, and she's already done that: Since joining the team, Pelotonannounced a partnership with longtime member Beyonc (opens in new tab), launched their#MyPelotonReason campaign, (opens in new tab)celebrating members' stories, and continued to grow their hyper-loyal community of riders who get really, truly pumped about jumping on a spin bike every day. A multitude of high-tech, at-home workout brands also carved their own cash-flushed niches during the pandemic. }); Dara Treseder generally travels from San Francisco, CA, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other . (b=f,c.exec()):d(42)},isRun:function(){return a}}}function h(a,b){function c(a){setTimeout(function(){b(a)},0)}for(var d=[],f=0;fDara Treseder | Stanford Graduate School of Business However, surveys indicate that wellness remains top of mind for Americans and some companies standing to benefit more than others. typeof a&&""!==a?a:null}e=l(e);h(e,function(e){var g=k(e),h=g.split(". What I say might be seen very differently than [if my] amazing husband, William [might say it] as a blonde, white man. DV: 'PULSE_COM_GH/ENTERTAINMENT/CELEBRITIES' 15.8k Likes, 203 Comments - Dara Treseder (@daratreseder) on Instagram: "How it started.How it's going Happy 9th wedding anniversary to the love of my . } Whats a marketing campaign you wish youd thought of and why. Its a ton of fun! She was like, 'whatever girlfriend.' (m=!0,l=a,b()):d(19):d(20)},add:function(a){"function"===typeof a? I write about everything. .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 on LinkedIn: It's no longer a secret ! Forbes has Aside from layoffs and outsourced manufacturing, hes also pushed Pelotons products onto Amazon, and the company will move to third-party delivery only. Weve been on this journey for a while, but 2020 has given us 20/20 vision; we now see more clearly that the communities we serve require this of us. I realized that there were people within that organization who did value me, and there were opportunities where I could work on projects with them, even informally. I sat down with my husband and I said, "I know that I have what it takes, but I think that I need some executive coaching because I want to be the best at what I do. As the company's SVP, head of global marketing and communications, Treseder is responsible for building Peloton's brand and its rider community. 7 Cultural Trends That Will Shape 2023 And Beyond, First Republic Shows Why Risk Management And Innovation Should Be Allies, Not Enemies, What Is The Difference Between Brand And Reputation? A champion of public health, women's issues, and diversity initiatives, Dara is the Chair of the board of the Public Health Institute (PHI). I knew that Stanford would allow me to develop more holistically. The first thing I would say is to seek out opportunities that create other opportunities. [11], She is an alumnus of Harvard University[5] and of Stanford Graduate School of Business, where she obtained an MBA in 2014. dv_host: "PULSE_COM_GH", In the last few weeks, the company has parted ways with multiple high-level executives, including Treseder. 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. Its been beyond an incredible experience because people here really care about living up to our values, and that is so huge. 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. Treseder is not the first high-profile name to depart the company this month. Autodesk Appoints Dara Treseder as Chief Marketing Officer "Remember no matter how high you are, be humble. if ('serviceWorker' in navigator) { Tiwa Savage ushers in the bride, Dara Johnson 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. 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. f&&(c.readyState="interactive");c.onreadystatechange=function(){"loaded"!==c.readyState&&"complete"!==c.readyState||d()};return c}var h={};return{load:function(b,a){if(u(b)){if(! [I had a plan], I exceeded it, and we crushed it. 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. The estimated speaking fee range to book Dara Treseder for your event is $50,000 - $100,000. I think it's cool what Carbon is trying to do, disrupt manufacturing and using 3D printing technology. 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 could see that Black people, especially Black women, were not taking up those spaces. It's really important as a brand to be clear on who you are what you stand for. When expanded it provides a list of search options that will switch the search inputs to match the current selection. I was always a very driven child, and my mom nurtured that. }; That's what I'm interested in. ** Correction (9/29 at 1:36PM): Dara Treseder was never the Chief Marketing Officer at Peloton. 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. tid: 'EA-4719209', In the latest quarter, Planet Fitness has opened 34 new gyms with plans for an additional 1,000 in place in the U.S. alone. Despite the companys recent expectations miss, its quarterly earnings reaffirm this potential. And at the same time, you also have to be data-driven because that's how you make the right big bets and communicate with the rest of the business. I felt like I was there, but I also felt that there were things that I still needed to learn. DT:Everything we do at Peloton is centered on improving the lives of our members. window.addEventListener('load', function () { They're brilliant. 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. 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. In 2020, that eye for human-centered marketing took her to Peloton. Dara Treseder's Post Dara Treseder Dara Treseder is an Influencer. But your bonus is zero. Barring more shutdown orders, it seems likely that budget gyms, rather than expensive gear, will drive fitness spending in rough economic climes. Visit our corporate site. It was also a powerful way to celebrate music by a Black artist and bring that culture into the intersection of technology and fitness. 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. How can I be a part of the change? To unpack the complexity of the times we are living in, I like to listen to other people share their opinions and perspectives, even if they are different than mine. How does Peloton earn back the trust of consumers? (Talk about a long list of responsibilities.) And you're starting to see what happens when digital translates into the physical world. Dara Treseder is leaving Peloton for Autodesk just weeks after a broader executive shakeup. Planet Fitness sits in an unusually robust macroeconomic position. MC:As a marketer, how do you find the line between building authentic community and, ultimately, pushing product? It's important to be clear what matters most to us and why. Book Dara Treseder | Speakers Bureau | Booking Agent Info 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. It's great hearing two very smart people engage in authentic dialogue about what's going on in the world around us. [10] She is one of a team of backers of W Magazine. These days my kids even join the act. 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. I would probably be a performer, probably an amateur musical theater performer. As of Mondays close, Peloton teeters near penny stock territory at a mere $8.22 per share. Today our customers, partners, and employees hold us to a higher standard. You also have to understand what's going on in the world around you in the communities that you serve, what matters to them. 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. It's not just about asking you for stuff, but it's about building a relationship that is mutually beneficial. And as a mom of two young children, I can listen to podcast episodes while I juggle my other responsibilities. */ .then(function (registration) { return a[x]}function g(){function a(){if(!0===b)for(;0