Because it hopes to regain its footing within the residence health and train class, Peloton has named Leslie Berland as its new chief advertising officer. Berland joins the corporate 4 months after Dara Treseder, the model’s former world head of selling, departed for Autodesk. Berland will start the position on Wednesday.
Berland involves Peloton after spending practically seven years as CMO at Twitter. She departed Twitter in November, a interval of mass exodus for a number of senior-level staff during Elon Musk’s takeover.
Berland will report back to Peloton CEO Barry McCarthy and will probably be accountable for main model and product advertising, inventive, client insights, membership and world communications.
“Peloton is at a singular second in its transformation journey, and I’m thrilled to be part of it!” Berland stated in an announcement. “I’m an enormous believer within the product, the corporate and its potential. I’m impressed by Peloton’s continued innovation and dedication to its present and future members and see wonderful alternatives forward.”
As soon as a model on the rise in the course of the warmth of the Covid-19 pandemic, Peloton has fallen on arduous occasions over the previous yr. Peloton laid off greater than 500 staffers—with the bulk of the cuts coming from its marketing department—after posting six consecutive quarterly losses. In its most up-to-date quarterly report in November, Peloton’s income fell 23% yr over yr.
Again to magnificence
Ulta Magnificence has employed Michelle Crossan-Matos as the corporate’s new CMO, efficient in the present day.
Within the new position, Crossan-Matos will oversee all built-in advertising, loyalty, inventive operations, retailer design, public relations, client insights and Ulta Magnificence Media actions.
Earlier than taking over the brand new position, Crossan-Matos served because the chief advertising, citizenship and communications officer at Samsung Electronics America. In that position, she led the corporate’s U.S. client and b-to-b advertising and communications technique. She additionally oversaw company citizenship and social impression applications, together with Samsung’s philanthropic, giving and volunteerism initiatives.
Crossan-Matos has expertise within the magnificence class; she spent 16 years at Procter & Gamble in varied roles, a few of which included management positions in skincare, cosmetics and perfume.
“I’m past thrilled to announce that I’m becoming a member of Ulta Magnificence as their chief advertising officer,” Crossan-Matos stated on LinkedIn. “It is a poignant second for me, because it has at all times been a dream of mine to return again to the sweetness care trade and there’s no higher manner doing that, than becoming a member of the most important U.S. magnificence retailer with over 1,300 retail shops throughout the U.S.”
Earlier than Crossan-Matos, Shelley Haus was CMO of Ulta Magnificence earlier than she died from cancer final June at age 49. Haus had been with Ulta Magnificence for practically eight years.
Neiman Marcus creates two positions whereas CMO departs
Neiman Marcus has made two senior-level hires, bringing in Nabil Aliffi as chief model officer and selling Stefanie Tsen Ward’s to chief retail officer. Each positions are newly created and report back to Ryan Ross, president of Neiman Marcus Model. CMO Darren “Daz” McColl has left the model.
Each new roles are part of Neiman Marcus’ pursuit of accelerating its progress technique to “revolutionize luxurious experiences.” Aliffi’s duties will revolve round elevating the model’s inventive and buyer touchpoints. Promoted from svp, buyer engagement and west area built-in retail, Tsen Ward will work on the model imaginative and prescient and on the corporate’s built-in retail technique.
McColl spent about three years within the position of CMO with Neiman Marcus and performed a central half within the brand’s recent efforts to redefine luxurious.
“During the last three years, I’ve been privileged, blessed and so fortunate to have labored for one of many nice manufacturers within the U.S.—Neiman Marcus,” McColl stated in electronic mail Adweek acquired. “So after all leaving is tinted with disappointment, nevertheless it’s additionally stuffed with pleasure and love within the true spirit of the model.”
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