What's our purpose? While other people are going to be given opportunities, I have to create them for myself. Dara has received several awards and industry recognition for her work. But once I got to the United States, it became about more than my family. People want to know, Who are you and what do you stand for?. During her tenure, Peloton activated content partnerships with Usain Bolt and Beyonce, prodded its expansion to Australia, and heralded a new nationwide bike rental program. MC:Peloton recently had to recall more than 125,000 treadmills afterthe Tread+was linked to the death of a child and other injuries. The series is based on a two-book series by Kristin Hannah. noDfp: 1, I recently attended a virtual marketing summit and one of the ideas that resonated with me was so simple yet a thought that us Marketers need to get back to: "Who are the people that generate passion and loyalty for our product?" Thanks to the support of her family and community, she ended up in the US, enrolled at Harvard. When you purchase through links on our site, we may earn an affiliate commission. Im just Black, and thats the reality of being Black in America. And that is so powerful. [The challenge is] the boldness and the courage to advocate for what needs to happen and not being worried about negative stereotypes, and how that is hindering me from being my full self. 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. 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. It's really important now that we start to show the fullness of our experience, she says. The potential for impact is massive. Covids home fitness darling enjoyed over a year of rapid expansions as lockdowns and work-from-home arrangements spurred a massive home workout revolution. I felt like I was there, but I also felt that there were things that I still needed to learn. Click Subscribe above to be notified of each edition. MC: What is the biggest challengeyou have had to overcomeas a leader, and what is your biggest success? "":(a+"").replace(c,"")}var c=a.getAttribute("data-static-amd-map");if("string"===typeof c){if(""===c)return{}}else return null;if("undefined"!==typeof JSON&&"function"===typeof JSON.parse)return JSON.parse(c);a=/(,)|(\[|{)|(}|])|"(?:[^"\\\r\n]|\\["\\\/bfnrt]|\\u[\da-fA-F]{4})*"\s*:?|true|false|null|-?(?!0\d)\d+(?:\.\d+|)(? Planet Fitness added 300,000 net new customers last quarter, bringing its membership count to 16.5 million. During the pandemic, those who couldnt afford the cost or space for expensive gear turned to another source for their fitness journeys: the internet. I knew that Stanford would allow me to develop more holistically. Through the lens of nine real members, we showcase the power of community. Carbon is disrupting manufacturing in the way that Tesla disrupted the auto industry. 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. So, for me, being part of an effort to increase HBCU students access to Peloton felt full circle. Before becoming a powerhouse cycling instructor, Selena Samuela was an immigrant trying to adjust to new environments and new versions of herself. Every challenge is an opportunity to learn, grow, and discover better ways to serve our members. Dara graduated cum laude from Harvard University with highest honors in field and holds an MBA from Stanford University. Everybody else gets the benefit of a doubt, and weeven in spite of proving ourselveshave to reprove and reprove. 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. Michelle Obama writes about [an] "angry black woman" in her bookBecoming. I'm not here just painting a picture. Treseder will. Playlist. Earlier in her career, she led marketing and growth efforts at Apple and Goldman Sachs. }); Marc Pritchard is a very talented CMO and I enjoyed seeing him lead his team to bring this campaign to life. But her mother encouraged her to dream big . Treseder came to Autodesk last October after leaving her role as the head of global marketing, communications, and membership for Peloton. We All Have Our Reasons is a campaign that celebrates our members, and this is really the first time we were using real riders in a paid, major advertising campaign. And as a mom of two young children, I can listen to podcast episodes while I juggle my other responsibilities. Best of all, theres no gym membership fee required. 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. What we can say is that there are profits to be had on both fronts and we can help you chase them. I could see that Black people, especially Black women, were not taking up those spaces. It's showing up as the fullest leader that I can. target: 'PULSE_COM_GH/ENTERTAINMENT/CELEBRITIES', I like to ask myself, How are other people receiving what's going on? [5], She left Peloton and was appointed Chief Marketing Officer of Autodesk in 2022. Dara Treseder 8 ratings Keynote Speaker: Chief Marketing Officer at Autodesk; Former SVP, Head of Global Marketing & Communications at Peloton Travels From: San Francisco, CA, USA Speaking Fee: Live Event Fee: $50,000 - $100,000 Virtual Event Fee: $30,000 - $50,000 More Fee Info Categories: Which begs the question: where lies the disconnect? Some of that has to do with the history of how Black bodies were abused and denigrated. We had to generate awareness and understanding of our platforms and how they work. She plans to take on the CMO mantle at software maker Autodesk. 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. cookieInfo: '', To the happy couple, we wish you a very happy married life. 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. (u(a)?w("25.4",a):w("25.4"),A(b,g,"25.4")&&y.define(b,g)):d("25.5")}function A(a,b,g){if(G(a)){if("function"===typeof b)return!0;d(g+"->1")}else d(g+"->2");return!1}function J(a){var b= Whats an under the radar brand youre watching and why? I am actually really enjoying the Pivot podcast with Kara Swisher and Scott Galloway. The company has not officially had anyone in the CMO role for a number of years. (Talk about a long list of responsibilities.) The campaign not only recognized these contributions; it honored them. But when Covid restrictions eased, people returned to the office and gyms reopened, demand also eased for Peloton's . 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(! And that really stuck with me. You can smell performative allyship from a mile off, especially as a Black woman. version 2.7 Published on September 26, 2022. Credit: Dara. Guess what? DT: The key thing I think marketers have to doand I think this is one of the reasons I've been successful in my career, because I understood this from very early onis you have to do it as a team sport. It's important to be clear what matters most to us and why. 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. 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. Thats always been important, but its even more important now. I'll never forget when I thought,I'm ready to be a C-level executive. Very Interesting profile. The company recently launched its first major ad campaign under Treseder, We All Have Our Reasons, spotlighting its community, which she calls one of the most valuable elements of our brand. Thats a departure from its previous marketing that focused on generating awareness for its products and services. 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. There, she saw that "all the kids of super successful people were getting into investment banking." 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. NY 10036. Whats changed the most about your job as a marketer over the course of your career? However, surveys indicate that wellness remains top of mind for Americans and some companies standing to benefit more than others. Available via the MIT or new BSD license. 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 . It was also a powerful way to celebrate music by a Black artist and bring that culture into the intersection of technology and fitness. SVP, Head of Global Marketing and Communications, Peloton. Heres how it works. This button displays the currently selected search type. How can I help make this a reality, where Black women are in positions of power and are able to lift up our communities? PU: "e8fb7a77-a6a1-52d7-8a43-c309c26aec8b" 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. Dara is a frequent contributor to leading publications, including Adweek, MarketingProfs, The Marketing Insider, CMO.com, and Marketing Daily. !1:u(a.getAttribute("data-run-module"));return l? var d,e=null;return(c=b(c+""))&&!b(c.replace(a,function(a,b,c,f){d&&b&&(e=0);if(0===e)return a;d=c||b;e+=!f-!c;return""}))?Function("return "+c)():null}function l(a,b,c){a.addEventListener?a.addEventListener(b,c,!1):a.attachEvent("on"+b,c)}var e=D();if(null===e||!0!==d(e))for(var e=document.getElementsByTagName("script"),q=0;q2024 democratic candidates, who are the booth brothers married to, jerry richardson grandson,