Comprised of over 1800 individual athletes from all levels ranging from development to elite professional, the Clif Bar Athlete Team was absolutely the soul of the brand and of the company throughout the early to mid 2000s. I oversaw a team of five direct reports who managed athletes across a dozen different disciplines at every level.
For the majority of my time with the company, 100% of the sports marketing budget was focused on branded content and increasing trial through event based programming. We more than doubled revenue in two years without spending a dime on traditional print advertising.