Michelle "MJ" James
Senior Director of Social, Creator, and Culture, Global Marketing
Peloton
Michelle James joined Peloton in 2023 to lead the company's global social media presence and identify emerging opportunities. She also established a creator marketing function to spearhead and accelerate Peloton's role in culture.
In this role, Michelle fosters meaningful connections and engages with pivotal communities, esteemed instructors, dedicated members, innovative creators, and influential figures to significantly enhance the Peloton ecosystem.
Her strategic approach involves collaborating with these diverse groups to curate compelling and relatable content, as well as crafting immersive experiences that resonate deeply with Peloton's audience. Through these initiatives, Michelle aims to amplify Peloton's cultural significance and solidify its position from a leading brand in connected fitness to a challenger in all of fitness.
By leveraging the collective insights, talents, and perspectives of these influential communities, Michelle envisions shaping content that not only inspires and motivates Peloton members but also strengthens their emotional connection to the brand. She envisions more moments like the Feid ride, Travis Barker audition tape, and TikTok Fitness to name a few.
Ultimately, her efforts are geared towards enhancing Peloton's cultural relevance, fostering a sense of belonging among its members, and solidifying its position as a brand that not only delivers exceptional fitness experiences but also resonates deeply with member lifestyles and values.
Michelle previously held the position of Director of Culture & Community Marketing at Facebook and Instagram (Family of Apps) in the Company Marketing team at Meta before joining Peloton. As a cultural curator, storyteller, and advocate for underrepresented communities and teens, Michelle developed campaigns and events that resonated with these audiences. She also promoted Facebook and Instagram products in the cultural landscape to form genuine connections and establish strong relationships.
Throughout her career, Michelle has pushed boundaries to define underrepresented communities within popular culture positively. She has held senior marketing positions in various industries, including entertainment, print, TV, and tech, requiring her to navigate the evolving dynamics between brand and culture. Michelle has successfully driven marketing and brand activations for a variety of high-profile events, including festivals, television and award shows, albums, and podcasts.
Michelle is a Kentucky native and currently lives in the NYC metro area. In addition to her professional work, James is a wellness advocate and Google Podcasts creator alum; launching a podcast in 2019 to spark conversation around wellness and friendship.
In this role, Michelle fosters meaningful connections and engages with pivotal communities, esteemed instructors, dedicated members, innovative creators, and influential figures to significantly enhance the Peloton ecosystem.
Her strategic approach involves collaborating with these diverse groups to curate compelling and relatable content, as well as crafting immersive experiences that resonate deeply with Peloton's audience. Through these initiatives, Michelle aims to amplify Peloton's cultural significance and solidify its position from a leading brand in connected fitness to a challenger in all of fitness.
By leveraging the collective insights, talents, and perspectives of these influential communities, Michelle envisions shaping content that not only inspires and motivates Peloton members but also strengthens their emotional connection to the brand. She envisions more moments like the Feid ride, Travis Barker audition tape, and TikTok Fitness to name a few.
Ultimately, her efforts are geared towards enhancing Peloton's cultural relevance, fostering a sense of belonging among its members, and solidifying its position as a brand that not only delivers exceptional fitness experiences but also resonates deeply with member lifestyles and values.
Michelle previously held the position of Director of Culture & Community Marketing at Facebook and Instagram (Family of Apps) in the Company Marketing team at Meta before joining Peloton. As a cultural curator, storyteller, and advocate for underrepresented communities and teens, Michelle developed campaigns and events that resonated with these audiences. She also promoted Facebook and Instagram products in the cultural landscape to form genuine connections and establish strong relationships.
Throughout her career, Michelle has pushed boundaries to define underrepresented communities within popular culture positively. She has held senior marketing positions in various industries, including entertainment, print, TV, and tech, requiring her to navigate the evolving dynamics between brand and culture. Michelle has successfully driven marketing and brand activations for a variety of high-profile events, including festivals, television and award shows, albums, and podcasts.
Michelle is a Kentucky native and currently lives in the NYC metro area. In addition to her professional work, James is a wellness advocate and Google Podcasts creator alum; launching a podcast in 2019 to spark conversation around wellness and friendship.