• by Danielle Oster , September 17, 2024

Weight loss, diet and fitness tracking app Noom has appointed Rachel Mahoney as chief brand officer.

In the newly-created role, Mahoney will oversee Noom’s brand strategy and media ad spend; agency partnerships; and organic social media strategy. She will report directly to Noom CMO Peter Scherr, who was appointed to that role this spring.

Mahoney joins Noom from Shutterstock, where she was CMO since May 2023. According to a release from Noom announcing the appointment, Mahoney helped Shutterstock “begin its transition from stock photography marketplace to a global content leader.”  

“Rachel is a passionate marketing leader with extensive experience launching and transforming brands. Her ecommerce expertise combined with her unique ability to build long-term brands without compromising near-term performance will be invaluable as we continue to evolve the Noom brand,” Scherr said in a statement.

The appointment reunites the two marketing execs, who worked together at Vroom – then an auto e-commerce brand.

Prior to joining Shutterstock, Mahoney spent nearly five and a half years at Vroom – including nearly a year and a half as CMO after replacing Scherr when he left for financial tech company Pagaya in early 2022. Mahoney’s marketing leadership experience also includes stints at Priceline and Webster Bank, which followed account leadership positions earlier in her career at agencies including kirshenbaum bond senecal + partners and Mullen.

Mahoney’s arrival at Noom comes as the brand introduces its new GLP-1RX product, which it claims is an industry first. The new product offers consumers delivery of GLP-1 agonist medications, developed to treat type 2 diabetes and are now commonly prescribed off-label for weight loss – alongside its “Noom GLP-1 Companion with Muscle Defense” program purported to provide “a sustainable pathway off the medications,” for a starting price of $149, according to the company.

In launching the program, Noom promised a “Taper-Off Guarantee” to customers who wish to ween off such medications, offering “a year of free Noom or substantial medication discounts” to those who regain the weight they had lost within 18 months of completing a 12-month course of Noom GLP-1RX.