Smoothie King Taps Caliber’s Claudia Schaefer as CMO

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Smoothie King has named Claudia Schaefer as chief marketing officer (CMO).

She’ll now oversee the brand’s marketing, driving traffic and sales. Her remit will include repositioning Smoothie King in the health and wellness market based on consumer insights.

Schaefer joins the healthy casual chain from her most recent role as chief experience officer (CXO) at auto and glass repair group Caliber.

She replaces Marianne Radley who left the business in August 2024.

Before her four-year stint at Caliber, Schaefer served as the CMO of multiple QSR and CDR brands, including Jamba and Cheddar’s Scratch Kitchen.

A bolder marketing strategy

Schaefer has also held leadership roles at Brinker International, the parent company of Chili’s Bar & Grill, where she worked in marketing and culinary innovation across domestic and global markets.

“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, chief executive (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.”

The rapid pace of disruption continues to redefine healthcare marketing, with 2025 poised to bring even greater shifts.

The brand has gone bolder with its advertising in recent years as it looks to capture the dollars of health-conscious Gen Zers. In July 2024, a campaign from indie creative agency Barkley touted its natural credentials via copy like “Be Sucking Awesome.” It also teamed comedy group Dude Perfect to launch a new, limited-edition drink.

Smoothie King made another shrewd move in 2024, capitalizing on the growing market of GLP-1 appetite suppressant drugs with a new menu. The smoothies on the offer cater to specific diet requirements and are meant to help people on prescriptions including Ozempic and Wegovy.

In 2024, Smoothie King opened 84 new stores. In 2025, it’s forecasting 105 new openings across the U.S.

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Smoothie King Taps Caliber’s Claudia Schaefer as CMO

A bolder marketing strategy

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