Smoothie King names new chief marketing officer
The world’s largest smoothie restaurant chain has added new talent to its C-suite.
Smoothie King has announced the appointment of Claudia Schaefer as its new chief marketing officer. She will oversee all marketing efforts for the company, and will focus on “further defining the brand's purpose and positioning” by leveraging consumer insights to drive traffic and accelerate sales growth.
Schaefer joins Smoothie King following her most recent role as chief experience officer at Caliber, the parent company of auto repair chain Caliber Collision, where she served from August 2019 to August 2023.
The hire comes on the heels Smoothie King’s recent announcement that it expects to open approximately 105 new store openings in 2025, with 26 new store commitments signed in the fourth quarter of last year.
"Claudia's expertise in brand-building and strategic marketing will be critical as we continue to strengthen our brand and drive growth in 2025 and beyond," said Wan Kim, CEO of Smoothie King. "We've built some very meaningful momentum in recent quarters, and with Claudia's leadership, I believe we are poised to make 2025 our best year yet. We're so excited to welcome her to the Smoothie King team."
Prior to her tenure at Caliber, Schaefer served as the chief marketing officer of multiple quick-serve brands, including Jamba and Cheddar's Scratch Kitchen. Other experience also includes several leadership roles at Brinker International, parent company of Chili's Bar & Grill, where she worked in both marketing and culinary innovation across domestic and global markets.
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"I'm thrilled to join Smoothie King, a brand whose mission to encourage healthier, more active lifestyles resonates deeply with me," said Schaefer. "I look forward to leveraging my experience to build on this purpose, connect with our guests in new and meaningful ways, and help drive the brand's continued growth in 2025 and beyond."
Based in Dallas, Smoothie King was founded in 1973 and operates 1,200 units nationwide.