Charlie HART

Director of Masterbrand | RXBAR


As the Director of Masterbrand, Charlie leads the social media, branding, creative and paid media teams in making RXBAR a thriving leader in the category. Since joining in 2015, Charlie helped carve out RXBAR's verbal and visual identity and establish the brand as a powerful cultural leader with a provocative, No B.S. point of view. Charlie continues to guide the brand into uncharted territory, launching innovative media and groundbreaking ad campaigns. Currently, RXBAR is No. 1 in retail sales growth in both the natural and conventional channels, and RXBAR has no plans of slowing down.


1.)     What was your very first job? 


The first time I worked for myself was in 3rd grade. I would take pencils, shave the yellow paint off and sell them to classmates for 5x the cost. The first time I worked for someone else was in 6th grade. I would paint walls and fences for my father’s construction company. 


2.)     Please describe, in your own words, what your job is and what work it entails. 


I lead the Creative, Brand and Media teams at RXBAR. Essentially, I hire smarter people than me and then get the hell out of their way. Together, we make rules for our brands, blow those rules up in creative ways and then make creative ideas a reality by putting them out into the world via media. 


3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 


“Creative” is a hard word for me. I’m more of a “perspective junky”. I never grew out of the need to know everything. I’ve just learned to appreciate the question as much as the answer. I’m sure all of this somehow relates back to my complicated relationship with my mother. But doesn’t everything? 


4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 


Read. Read. Read. We are living in an age where every thought, every perspective, is accessible in books and online. If you want to do breakthrough work, you need perspective. To get perspective, you need knowledge. Read. Literally anything and everything. Don’t restrict yourself. You don’t know how something now will connect to experiences or other inputs later. Then, do nothing. We don’t take enough time to do nothing but think. The rest - traveling, working with bright people, taking on challenges - those are all table stakes.


5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 


Our most recent advertising campaign. A lot of thinking, time and tension went into building it. I’m proud of where we ended up, mostly because of how unconventional it is. It’s quietly poking at how we engage with advertising and stripping out the gimmickry. I love all the hints and easter eggs in it. It invites you to explore. Those kinds of campaigns or ideas are worth protecting. 


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