Peloton marketing senior VP Dara Treseder exits for Autodesk

The executive wheels are turning again at Peloton. Dara Treseder, senior VP and global head of marketing, communications and membership, is leaving the company, days after the exit of co-founder John Foley.

A branding veteran who first joined Peloton more than two years ago, Treseder is taking on the role of chief marketing officer of Autodesk, the San Francisco-based software and technology company, she told Ad Age. Autodesk provides products and services for a host of industries, including architecture, media, entertainment and construction. Treseder has a background in technology—prior to joining Peloton in 2020, she worked at 3D printing company Carbon.

“Autodesk is the leader when it comes to design and maker technology,” said Treseder, noting that the brand has not had a CMO since Andrew Anagnost, the former top marketer who was promoted to the CEO position five years ago. “I’m excited to help them with advancing their category, and helping to lift up the brand so that many more customers can solve the important design, business and sustainability challenges of our time.” Focused on product marketing and demand generation, she’ll head a team of 1,000 spread out over 50 countries.

A Peloton spokesman wished Treseder the best in a company statement, noting that, during her tenure, she contributed to the brand’s growth from 2.6 million members to 6.9 million members. “During her time at the company, Peloton has become of the most beloved and culturally relevant brands,” he said.

Yet despite incredible popularity as a home-based pandemic darling, Peloton has recently struggled to maintain momentum. Sales have plummeted following supply chain issues and the company has undergone layoffs.

Amid its executive exits, the beleaguered Peloton is switching up its marketing structure. A spokesman said that the company is looking for a new CMO who will report directly to Chief Executive Barry McCarthy—an organizational shift. Treseder had reported to Chief Commercial Officer Kevin Cornils, who left the company on Friday. Tresedar will remain with the company for a short period of time and report to the CEO.

Having a CMO report directly to the CEO makes sense, industry experts have said. “The CEO needs to have a vision and the marketing [person] needs to help the CEO drive that vision and drive new business customer acquisition with that vision,”  Lee Peterson, executive VP of thought leadership at WD Partners, a branding and consulting firm, said in a recent interview.

Treseder had praised Foley on social media when his departure was announced.

The changes come a week after Peloton debuted its new rowing machine, Peloton Row, with a campaign that was created in-house.