This week, we track new hires at Equinox, Lightspeed and Integral Ad Science as the companies fill chief marketing officer roles, as well as the journey of a CMO taking over the CEO position at Loop.
Jeff De Korte Appointed New CMO at Equinox
Luxury fitness company Equinox has brought Jeff De Korte on board as their new chief marketing officer. De Korte, who has racked up 25 years of experience as an executive in the travel and hospitality industry, is filling the role left behind by Peter Giorgi, who had held the role since April 2021.
He joins the company as Equinox sets its sights on expanding its offerings beyond fitness, providing a space for members to spend time in between work and home. According to De Korte, the way members use the clubs has changed since the onset of the COVID-19 pandemic and, therefore, in his new role, he will build a marketing and communications program that will allow members to use the clubs in the “best ways they need to or want to.”
Building on his experience working for Caesars Entertainment, which holds hospitality, entertainment, gaming, retail and other brands, De Korte will lead all marketing strategy development for Equinox Fitness Clubs and Equinox Media, as well as the marketing execution for Equinox’s physical and digital brands.
“If you look at the core tenets of the Equinox business — the club experience, our personal training, our classes, our retail — these are all independently, really strong businesses. A lot of our focus going forward will be [about], ‘How do we put together a plan that continues to grow each of those businesses while leveraging the Equinox brand that sits on top of them?” De Korte told Women’s Wear Daily.
Kady Srinivasan Joins Lightspeed As New CMO
Former Dropbox and Klaviyo executive Kady Srinivasan joins Lightspeed Commerce as their new CMO following a tumultuous year full of change for the e-commerce software provider.
Filling the role of chief marketing officer was the “last big piece” missing, according to CEO JP Chauvet, as the company continues to restructure its executive team following the departure of Dax Dasilva, its founder and former CEO, back in February. The position appears to have been vacant for some time; Srinivasan is taking over the role from Lory Ajamian, who worked at Lightspeed as executive vice president of marketing before leaving the company in April.
“I look forward to bringing my tech industry marketing experience to advancing Lightspeed’s position as one of the world’s most innovative and fast-growing commerce companies,” Srinivasan told Betakit. “I can’t wait to get started.”
Ali Weiss Appointed CEO at Loop
Former Glossier Inc. CMO Ali Weiss has been hired by baby equipment rental company Loop Co. to be its new chief executive officer—taking the reins from Henry Vogel, the company’s founder. Operating out of New York City and San Francisco—though plans to expand are in the works—Loop lets paying members rent cribs, toys and other baby gear.
“Our vision is that we’re able to provide this service across many markets, many cities, many metro areas across the U.S.,” Weiss told The Wall Street Journal.
According to Weiss, parents mindful of their clutter and environmental impact will see the appeal of a Loop membership, as baby gear and toys “have very long useful lives in the world, but pretty short useful lives at home because children are growing and changing so quickly.” Therefore, she said, the company sees a hole in the market, where the company can begin to offer products for older children.
Weiss had worked as CMO of Glossier for seven years before leaving the beauty company in July. Weiss said her experience at a fast-growing startup has prepared her for this new role at Loop. “Ultimately, the best CMOs are intrinsically consumer-centric,” she said. “They make all their decisions … consumer-first, customer-first. For us at Loop, it’s member-first.”
Integral Ad Science Names Khurrum Malik New CMO
Integral Ad Science announced today that Khurrum Malik, former head of global business marketing at Spotify, has joined the company as its new CMO effective immediately. As a leader in technology marketing with experience in public and private companies, IAS said Malik will lead its global marketing strategy and boost its market growth initiatives.
“Khurrum’s impressive background and passion for technology and marketing will be instrumental to driving our go-to-market strategies and increasing awareness of our value proposition,” said Yannis Dosios, chief commercial officer at IAS. “We are excited for him to lead the marketing effort for IAS.”
Malik also has CMO experience from his time at Compass, a real estate technology platform, as well Meta, where he was head of product marketing.
“… I look forward to working with the entire IAS team to ensure global marketers, publishers, and media platforms understand how best to leverage our technology and insights to activate brand-safe and ROI-driven campaigns,” Malik said.