EMERYVILLE, CA — Roma McCaig is joining Clif Bar & Company as head of impact and communications.

In the newly created role, McCaig will oversee Clif Bar’s sustainability and corporate, brand and employee communications.

McCaig’s move to the energy bar and drink company comes after more than four years with Campbell Soup, where she most recently served as VP of corporate responsibility and sustainability. Before that, she held leadership roles at Uber, Citrix, and Kaiser Permanente.

McCaig is one of three new executives Clif Bar has hired with an eye on future expansion. The others are chief commercial officer Shaunte Mears-Watkins, who joins from Clorox, and chief financial and strategy officer Hari Avula, who most recently was with Walgreens Boots Alliance.

“Clif Bar has bold goals for the future, with the intention to double our business and double our positive impact on the world,” said CEO Sally Grimes. “We are thrilled to welcome these exceptional leaders to our executive team, as their world-class talent and experience will help fuel the growth for our ambitious vision.”

Hiring McCaig is the second big change in Clif Bar’s comms strategy since Grimes took the helm last June.  Late last year,  the company moved its PR business to Edible, Edelman’s specialty food and beverage agency, ending a five-year partnership with Golin.