Peloton has appointed Megan Imbres as its new chief marketing officer (CMO).

It also promoted senior vice president of connected fitness software, Francis Shanahan, to chief technology officer, a newly created role at the fitness company.

“Together, the appointments represent a commitment to creative and technical innovation to empower Peloton Members to live fit, strong, long, and happy,” the brand said in a release.

Imbres succeeds Lauren Weinberg, who left in April amid a restructuring that split the company’s marketing function into two separate teams. Former vice president of global communications, Letena Lindsay, also departed at the time.

Imbres brings more than 20 years of experience in technology and entertainment marketing. She was previously a managing director on Apple’s marketing comms team since 2022, where she oversaw creative campaigns and cultural moments like the Apple Music Super Bowl Halftime Show and Apple TV’s partnership with Major League Soccer.

Before that, she served as global head of brand marketing at Amazon Ads and led brand and content marketing at mobile streaming startup Quibi. She also helped establish Netflix Originals.

At Peloton, Imbres will oversee global brand and product marketing, growth marketing, creative, consumer insights, and member engagement. She will report to chief executive officer Peter Stern.

“Megan’s experience in growing direct-to-consumer subscription businesses, her creative instincts, and her track record of delivering culturally resonant campaigns will propel us on our path towards growth,” he said in a statement.

Imbres is Peloton’s fourth CMO since 2020. The brand struggled to combat slow sales following a pandemic-era boom.

In Q3, Peloton reported $624 million in revenue, a 13% decrease year-over-year. As a result, it slashed its advertising and marketing spending by 46% year-over-year, leading to a 3% year-over-year increase in profit to $318.1 million.