#1

Dara Treseder

SVP, Global Head of Marketing, Communications & Membership

While every CMO should be able to think and act quickly in response to the unforeseen, few have had to do so with the regularity—and cultural attention—that Treseder has in her tenure at Peloton. Within 48 hours of the brand’s ignominious appearance on HBO’s And Just Like That, Treseder and her team had coolly responded with a brilliant bit of creative. It then went viral, first for how good it was and then for reasons having nothing to do with them—which, in turn, forced them to adapt and respond yet again.

Treseder’s ability to face down such challenges with agility, creativity and aplomb is one reason she’s earned the top spot on this year’s Forbes World’s Most Influential CMOs List. She’s also led the brand’s evolution “beyond the bike,” helping it to become a connected entertainment brand and platform. And while her influence extends across the company’s global marketing including membership, product marketing, strategy & insights, acquisition, communications and creative, she’s maintained laser focus on ensuring the brand experience superserves the full spectrum of needs and wants for its 7 million-plus member community.

That includes responding to vociferous member demand for Beyoncé’s music on the platform by forging a seminal deal with the megastar. Then there’s the bit of marketing aikido she pulled off with the recent “Love Every Journey” campaign, converting Peloton skeptics to members.

There’s no playbook for what she’s had to market with and around, but she’s creating one for brands that live in the cultural zeitgeist—whether they mean to or not.