Smoothie King’s New CMO Aims to Build on Brand Purpose and Drive Growth

Dallas-based Smoothie King announced that Claudia Schaefer joins the company from Caliber, the $6 billion parent of Caliber Collision, where she was chief experience officer.

Claudia Schaefer has been appointed as the new chief marketing officer of Dallas-based Smoothie King, the world’s largest smoothie brand and the first health and fitness fast casual brand of its kind.

“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,” CEP Wan Kim said in a statement. “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.”

The company said Schaefer brings a wealth of experience in driving revenue growth, enhancing profitability, and elevating the customer experience, making her the ideal leader to guide Smoothie King into its next phase of growth. She will oversee all marketing efforts for Smoothie King, where she’ll focus on further defining the brand’s purpose and positioning by leveraging consumer insights to ultimately drive traffic and accelerate sales growth.

“I’m thrilled to join Smoothie King, a brand whose mission to encourage healthier, more active lifestyles resonates deeply with me,” Schaefer said in a statement. “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.”

Formerly chief experience officer at Caliber

Schaefer joins Smoothie King from her most recent role as chief experience officer at Caliber, the $6B parent company of Caliber Collision, where she was instrumental in positioning and marketing the Caliber brand while delivering a seamless and differentiated guest experience.

Before Caliber, she was CMO of multiple QSR and CDR brands, including Jamba and Cheddar’s Scratch Kitchen. During both tenures, she successfully increased traffic and sales through strategic marketing efforts focusing on relevance and differentiation. Her past experience also includes significant leadership roles at Brinker International, parent company of Chili’s Grill & Bar, where she worked in both marketing and culinary innovation across domestic and global markets.

In 2024, Smoothie King opened 84 new stores, including signed agreements for new store openings across 24 states and 39 DMAs.

The fourth quarter of 2024 saw the opening of 25 stores nationwide, including the opening of the brand’s 1,200th domestic store and continued expansion across Chicago – one of the brand’s fastest-growing markets.


Don’t miss what’s next. Subscribe to Dallas Innovates.

Track Dallas-Fort Worth’s business and innovation landscape with our curated news in your inbox Tuesday-Thursday.

One quick signup, and you’re done.

 

R E A D   N E X T

  • Fort Worth-based marketing agency The Starr Conspiracy has officially rebranded as TSC, signaling a new era with fresh leadership. CEO Ashley Bernard is steering the agency toward innovation, AI investment, and cutting-edge marketing strategies, with the rebrand unveiled at the 2024 HR Technology Conference & Exposition.

  • Trinity Christian Academy has named Lisa Wong, a former Raytheon engineer and TCA’s director of technology, as its first chief innovation officer. Wong will lead the integration of cutting-edge technology, foster innovation, and prepare students for future careers.

  • Former Amazon executive Stacy Lynn Bourgeois will serve as a member of the corporate leadership team for Waco-based Neighborly, the world's largest home services company.

  • Matt Sommer has spent 25 years in key aspects of managing and growing organizations, including fostering innovation, pioneering and evangelizing product vision, and leveraging data and analytics. Sommer, an AI expert with 10 patents, believes that if technology is doing its job in marketing, "you shouldn't even know it's there."

  • Felder spent the last 16 years at global restaurant giant Yum! Brands, most recently serving as chief strategy officer where he led corporate strategy, investor relations, M&A, and Yum’s store innovation efforts.