All Segments
Dara Treseder, SVP, Global Head of Marketing, Communications & Membership of Peloton
31 segments available
"Consumers want to know who you are. It's really important as a brand to be clear on who you are what you stand for. If you stand for everything, you stand for nothing. It's important to be clear what matters most to us and why. What's our purpose? Why do we exist?" In this View From The Top, Chisom Obi-Okoye, MBA ‘22 sits down with Dara Treseder, SVP, Global Head of Marketing, Communications & Membership of Peloton to discuss performative action, the idea of connected fitness, and why the journey of being a founder is not linear. "Remember no matter how high you are, be humble. No matter how low you are, be hopeful," says Treseder. #gsbvftt #gsbpodcast
Segments Timeline
A Humble Beginning
Dara Treseder reflects on her childhood ambition and the importance of balancing ambition with contentment. She credits her mother for instilling in her the values of humility and hope, emphasizing that true ambition should aim to make a positive impact in the world, especially for underrepresented groups.
"Hi Dora. >> Hello, hi everyone, good to see you, how nice is this for us to be here in person. >> Welcome back to Stanford. >> Thank you, so glad to be here. >> As you can see, we're all really excite..."
From Finance to Marketing
Dara shares her unexpected journey from a rotational program in finance to discovering her passion for marketing. She recounts a pivotal moment when a partner recognized her talent for marketing over finance, leading her to embrace her creative side and find fulfillment in storytelling.
">> Thank you, I'm so glad to see you here and thriving. >> [LAUGH] So then and now, so when you interviewed me when I was entering the GSB or applying for the GSB and now, as I was preparing to interv..."
Knowing When to Move On
Dara discusses her approach to career transitions, emphasizing the importance of assessing opportunities based on personal growth and learning. She explains her principle of 'blooming where planted' versus 'going to grow,' highlighting her commitment to lifelong learning and contribution.
"When I think about that, it makes me remember, no matter how high you are, be humble, and no matter how low you are, be hopeful. Because things are never, you're never, at least I'll say I'm never as ..."
Intentional Leadership Development
Dara emphasizes the significance of intentionality in professional development. She shares insights from her experience at Stanford's interpersonal dynamics class, focusing on the importance of bridging the gap between self-perception and how others perceive you as a leader.
">> Well, early in your career, you had a humbling moment, you described your career as a failed career in finance. And you were just telling us a story in the back about how that all kind of came to b..."
The Evolving Role of Marketing
Dara discusses the critical role of marketing in today's volatile business environment. She outlines her responsibilities as CMO at Peloton, emphasizing the need for brands to engage deeply with their customers and create meaningful connections.
"And he was like, well, you seem very entrepreneurial, very driven, this is a production with a lot of people, that's management. Have you thought about getting into finance, and I was like, not really..."
Brand Identity in a Social Media World
Dara explains the necessity for brands to have a clear identity and purpose in the age of social media. She warns against the pitfalls of trying to stand for everything, advocating for a focused approach that aligns with the brand's core values and mission.
"I doubt this man even knows who I am. And I think that's a reminder, when you're in a position of leadership, the impact you can have on people's lives by the things that you say or don't say, and I t..."
Purpose-Led vs. Cause-Led Branding
Dara differentiates between purpose-led and cause-led branding, stressing the importance of aligning brand actions with its core mission. She argues that brands should only engage in social issues that resonate with their purpose to avoid performative actions.
"But if the sunlight's gone, and I'm not learning anymore, it might be time to go to grow. So I try to focus on that, not so much how much money am I going to make, or is this company doing better at t..."
Internal Work Before External Voices
Dara emphasizes that brands must first address internal issues before speaking out on external matters. She believes that genuine action should precede public statements to maintain credibility and avoid backlash.
">> So how many of you have taken Touchy Feely, or going to take it, interpersonal dynamics? I see some hands in the room. I love that class so much, it was a very painful class, but I love it very muc..."
Balancing Personality and Growth
Dara discusses the challenge of maintaining a brand's personality while also expanding its customer base. She reiterates the importance of staying true to the brand's lane and respecting differing opinions while fostering growth.
">> I'm switching gears a little bit to your career in marketing. The business environment right now just seems incredibly volatile, for lack of a better word, and I just think- >> That is a good word...."
Purpose-Led vs. Cause-Led Branding
Dara Treseder discusses the importance of being a purpose-led brand rather than a cause-led one. She emphasizes that brands should focus on their core mission and values, aligning their actions with their purpose to avoid distractions and performative actions. Treseder believes that brands should only speak on issues they are actively addressing, ensuring authenticity and integrity.
"Think about what happens if you're driving in a highway and everyone is just going, that is chaos, right? And I think as a brand, you can get into a lot of trouble when you forget about that, because ..."
Authenticity in Brand Communication
In this segment, Treseder highlights the significance of authenticity in brand communication. She explains how brands can respect differing opinions while maintaining their own identity. The key to avoiding alienation of consumers lies in being genuine and consistent with the brand's purpose, ensuring that any external communication is backed by internal actions.
"And then the last thing I'll say on this issue, as you can see I'm very passionate about it, is that I think things like this need to be inside out. What do I mean by that? You have to first start, ch..."
Navigating Change at Peloton
Dara Treseder reflects on the changes Peloton has faced, particularly in the post-pandemic landscape. She emphasizes the need to focus on member experience and motivation, ensuring that Peloton remains relevant. Treseder discusses the importance of communicating Peloton's offerings and the evolution of connected fitness, highlighting the brand's commitment to its members.
"you started the work internally before you started going outside? >> So you joined Peloton at a really exciting time. The company was experiencing a lot of growth. If you walked by the Presidential Ce..."
People-First Leadership
In this segment, Treseder shares her philosophy on leadership, emphasizing a people-first approach. She believes that true leadership is tested during challenging times and that prioritizing team members' needs fosters loyalty and collaboration. Treseder discusses the importance of communication and understanding within her team to navigate tough situations effectively.
"I think that's really important. That's something as marketers, that's job number two. >> So looking internally, how are you leading the team that you had, and then also thinking about the executive t..."
The Power of Communication
Dara Treseder underscores the importance of consistent communication with her team. She shares her commitment to weekly stand-ups, even during difficult times, to maintain connection and transparency. Treseder believes that showing up for her team, regardless of circumstances, is crucial for building trust and fostering a supportive work environment.
"this passionate member base. I see some of them in the room. We're going to talk about your favorite instructors after this [LAUGH]. But we have a passionate member base. And what that means for us is..."
Choosing Between Building and Joining
Dara Treseder reflects on her entrepreneurial journey and the decision-making process between starting her own company or joining established brands. She discusses the impact she wants to have and how her experiences have shaped her career path, ultimately leading her to work with influential leaders and contribute to their visions.
">> While you were at Stanford, like many of us, you caught the entrepreneurial bug, and you started two companies. >> Yes. >> [LAUGH] Did you want to speak about that? >> Well- >> [LAUGH] >> [LAUGH] W..."
The Importance of Passion in Founders
Treseder shares her insights on what she looks for when evaluating startups for investment. She emphasizes the passion of the founder as a critical factor, alongside their ability to inspire others and their curiosity to learn. This segment highlights the non-linear journey of entrepreneurship and the qualities that contribute to a founder's success.
"I don't want to be the loser of my class. Okay, I'm going to start something, Cool Whip- >> [LAUGH] >> Shopping, something. >> [LAUGH] >> And I think the lesson I learned there is don't do what everyo..."
Curiosity and Humility in Leadership
In this segment, Treseder discusses the significance of curiosity and humility in leadership. She warns against the dangers of overconfidence and emphasizes the value of admitting what you don't know. This mindset fosters growth and learning, which are essential for successful leadership in any organization.
"grow them as a marketing leader. So it's okay if you're not starting a company, you'll be all right. >> On the side, you do invest in people who are starting companies. And so from your perch now as a..."
Navigating Identity Across Borders
Dara Treseder shares her personal journey of understanding her identity as a Black woman across different cultures. She reflects on her experiences with colorism in Nigeria and the challenges she faced in the U.S. This segment explores the complexities of racial identity and the lessons learned through her journey.
"The second thing is, is this someone that people want to follow? Do you know what I mean? You know that those people, like Joe, people you love, you want to work for them? You're like [INAUDIBLE]. Whe..."
Inspiring Future Generations
In this powerful segment, Treseder discusses her commitment to elevating Black women and women of color in the workplace. She emphasizes the importance of representation and the impact of role models, sharing how seeing leaders like Ursula Burns inspired her. Treseder calls for action to increase diversity in leadership roles and encourages others to pursue their dreams.
">> It's so funny, because growing up in Nigeria, Yes everybody was black, but there was colorism, which I like to think of as a shade of racism. And growing up, I wasn't light skinned, but I wasn't in..."
Navigating Race and Gender in the Workplace
Dara discusses the complexities of her identity as a Black woman in business, including the pressure to conform and the fear of being labeled as the 'angry Black woman.' She shares her journey of learning to embrace her true self and the importance of mentorship in this process.
"It was really important for me to see Ursula Burns, first black woman, CEO of a Fortune 500 company. That meant so much to me. I've never even met her. I talk about her all the time. People think we'r..."
The Cost of Speaking Up
In this segment, Treseder addresses the challenges of advocating for diversity in the workplace. She explains the resistance that can arise when pushing for change and the importance of being a voice for underrepresented groups, despite the potential backlash.
"I ask myself that question. >> That intersection that you described of race and gender, you spoke to a little bit and your response, is so nuanced and I think, I sit in the same place and especially i..."
Pressure is a Privilege
Dara shares her perspective on the pressures of her role, stating that 'pressure is a privilege.' She reflects on the responsibility she feels to pave the way for others and the importance of resilience in the face of challenges, especially for those who are not yet in positions of power.
"And I remember this incredible boss that I had and he was amazing. And he is gay and and he's other and one day he pulled me aside and he was like we other people come, let's have a little talk. And h..."
Building a Support System
In this segment, Treseder emphasizes the necessity of having a strong support system to navigate the challenges of her career. She discusses the role of family, friends, and mentors in providing encouragement and grounding her during tough times.
"And I learned so much from him, it helped me realize that I could show up more as myself. Guess what, I also realized there's a cost to that. When you're the person that makes the comments, wouldn't i..."
Protecting Your Peace
Dara talks about the importance of maintaining personal peace amidst external pressures and criticisms. She shares wisdom from her mother about humility and balance, reminding herself to stay grounded and focused on her values.
"But what I've also learned is that there's a time and a place. And as a black woman, what I've realized is many times people want to know are you really on the team? Say that again. People want to kno..."
The Weight of Representation
Treseder discusses the responsibility she feels as one of the few Black executives in her field. She reflects on how this role often leads her into conversations that extend beyond her job description, highlighting the need for allies to share this burden.
"And that's how I try to navigate. It's not easy, and I don't do it well all the time, but that's how I try to show up. >> As one of the few black execs at Peloton and also in the tech industry, just m..."
The Role of Faith in Leadership
In this segment, Dara shares how her Christian faith shapes her leadership style and values. She discusses the importance of love, respect, and inclusiveness, and how these principles guide her interactions with her team and community.
">> Well, there's a saying, it's not my thing, but I love the thing. Pressure is a privilege. Pressure is a privilege, I think about that. For the hard days and during those hard days, I remember I'm h..."
What Matters Most to Me
Dara reflects on her journey and how her values have evolved over time. She discusses the significance of her faith and the importance of staying true to what matters most, encouraging others to identify and hold onto their own core values.
"So I think that support system is so key. And I think that's something that the GSB and the Stanford community really provides, right? My very best friend in the world, I met at the GSB. And my husban..."
Harmony Over Balance in Life
Dara Treseder candidly addresses the misconception of achieving balance in life, stating that true success lies in finding harmony. She shares her experiences as a dual-career couple and emphasizes the importance of partnership in parenting. This segment highlights the need for intentionality in prioritizing family and work commitments.
"don't lose sight of it. >> Thank you Dora you are truly remarkable. And I knew that when you interviewed me. [LAUGH] We're going to turn to some audience question. >> Hi, Dora. First of all, thank you..."
Intentional Parenting and Presence
In this heartfelt segment, Treseder discusses her approach to parenting, focusing on being present for her children during significant moments. She shares how she creates an environment where her kids can express their needs and how she prioritizes attending important events in their lives, illustrating the balance of work and family.
"the choices that you made. >> I'm also interested in the answer to this question. >> [LAUGH] That's funny. That's my husband, he likes jokes. So, look, I'm going to keep it real, right? There is no ba..."
Leading with Empathy and Understanding
Dara Treseder shares her philosophy on leadership, emphasizing the importance of empathy and understanding in managing teams. She recounts a personal story about supporting an employee through a challenging time, highlighting the need for open communication and the human aspect of leadership in the workplace.
"Now am I at every, she has gymnastics, am I at every single gym? No, I'm not. I'm not going to lie. I'm not going to sit up here and tell you that because it's not true. I'm not at all her little, I'm..."
Hope for the Next Generation
In this inspiring conclusion, Treseder expresses her optimism for the future, driven by the values and concerns of the younger generation. She shares a touching anecdote about her child's awareness of environmental issues, reinforcing the idea that caring leads to action. This segment encapsulates her hopeful vision for a better world.
">> So answer that question with this story. Every one is going through a journey, even if you don't know it and you don't know what that journey is. And for me, having constant communication and being..."