SVP, Global Head of Marketing, Communications & Membership: Peloton Interactive
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. Long known as a brave, creatively driven CMO, Machado is tasked with building the brand equity of individual titles between expansions, bringing new users and revenues into the various gaming franchises, and driving anticipation for new releases, with marketing that more closely resembles that of major motion pictures than the chicken wars.
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