TB12, the performance lifestyle brand Co-founded by six-time Super Bowl champion Tom Brady and business partner Alex Guerrero, announced Tara McRae, a former executive at Clarks and Puma, as the company’s chief marketing officer.

In the newly created role, McRae will be responsible for further positioning TB12 as a resource in health and wellness.

McRae joins TB12 with more than 20 years of brand management, marketing, e-commerce and business strategy experience in the athletic and lifestyle industries. Most recently she was CMO of Clarks where she reinvigorated the footwear brand by strategizing their first coordinated global campaign with celebrity ambassadors. McRae also grew Clarks’ consumer base through collaborations with fashion and entertainment brands such as Supreme, Kith, Tibi, Patta, and Wutang.

Prior to Clarks, McRae spent ten years at Puma where she held several roles across sports and U.S. marketing teams, strategic planning and brand management, eventually taking over as SVP of brand and marketing. At Puma, she oversaw marketing programs such as the launch of Puma Golf, the partnership with Women’s Professional Soccer and The Puma Lab Powered by Foot Locker, as well as ambassador partnerships with Fenty and Meek Mill. McRae began her career in marketing and media planning for Bose.

McRae was named to 2015’s Top 50 Women in Brand Marketing by Brand Innovators followed by the Top 100 in 2016. That same year, and the following three years, she was included among Footwear News’ Power 100 Most Influential Designers, Influencers and Leaders in the Shoe Industry.

McRae will spearhead the brand evolution as well as the development and execution of the company’s marketing plans across paid and earned. She will also manage the digital customer experience, data analytics and consumer insights. McRae will be based out of TB12’s Boston headquarters reporting to CEO John Burns and working closely with the company’s leadership team.

“Tara’s experience executing game-changing marketing campaigns for some of the most well-known athletic and lifestyle brands is an obvious asset to our growing team and we are excited to welcome her into the TB12 family,” said Burns. “She will be instrumental in our aggressive growth strategy and expansion plans to other markets.”

“Tom and Alex co-founded an incredible brand that has resonated with a growing population of people looking to prioritize health and wellness as part of their everyday lifestyle,” said McRae. “TB12 has impacted the lives of so many people by helping them do what they love better and for longer with a strategic focus on performance and recovery and I am energized to continue fostering the brand’s mission in this time of rapid expansion.”

TB12 sells TB12-branded protein powder, electrolytes, fitness gear, and apparel. It also offers a wide range of fitness training programs.

Photo courtesy USCampaign