# Brooks Schaden

> Brooks Schaden is CEO of SIF Partners and a co-founder, board member and owner of Tom’s Watch Bar. A former investment banker at Merrill Lynch and ABN-AMRO and founder of Baseline Partners, he helped develop Smashburger before serving as Tom’s CFO and then co-CEO alongside Shannon McNiel from November 2024 to October 2026. His public interviews focus on event-driven locations, team partnerships and the operations behind communal sports viewing.

- **Role:** CEO at SIF Partners; Co-Founder and Board Member at Tom’s Watch Bar
- **Organizations:** SIF Partners, Tom’s Watch Bar, Baseline Partners, Merrill Lynch, ABN-AMRO, Smashburger
- **Education:** Bachelor’s degree in International Business and Finance, Washington University in St. Louis, MBA, University of Chicago Booth School of Business
- **Known for:** Helped develop Smashburger during its growth phase and participated in its eventual sale to Jollibee Foods., Co-founded Tom’s Watch Bar and served as CFO and then co-CEO., Co-led Tom’s during 2025, when the company reported nearly 50% footprint expansion.

## Career timeline

- **—** — Worked in mergers and acquisitions at ABN-AMRO, then held investment banking executive positions at Merrill Lynch.
- **—** — Founded and ran Baseline Partners, a private equity fund focused primarily on emerging markets.
- **—** — Joined SIF Partners and oversaw operating investments, securities and real estate.
- **—** — Participated in Smashburger’s growth and eventual sale to Jollibee Foods.
- **2019** — Helped develop the shift from Tom’s Urban to the Tom’s Watch Bar brand; served as CFO before becoming co-CEO.
- **2024-11** — Appointed co-CEO of Tom’s Watch Bar alongside Shannon McNiel.
- **2026-10** — Returned to the CEO role at SIF Partners and continued supporting Tom’s as a board member and part of the ownership group as Shannon McNiel became sole CEO.

## Achievements

- Helped develop Smashburger during its growth phase and participated in its eventual sale to Jollibee Foods.
- Co-founded Tom’s Watch Bar and served as CFO and then co-CEO.
- Co-led Tom’s during 2025, when the company reported nearly 50% footprint expansion.
- Tom’s Watch Bar announced inclusion in the 2026 Inc. 5000 during his co-CEO tenure.

## Latest updates

- **2026-10** — October 21: returned to SIF Partners as CEO and remained on Tom’s Watch Bar’s board and in its ownership group; Shannon McNiel became sole CEO.
- **2026-10** — October 6: Tom’s announced its football tailgate series with Xperience Hospitality across 12 venues.
- **2026-10** — October 2: Tom’s announced a partnership with Dodgers fan club Pantone 294.
- **2026-08** — August 11: Tom’s announced inclusion in the 2026 Inc. 5000.
- **2026-06** — June 4: appeared on Everybody Pulls The Tarp to discuss entrepreneurship, experimentation and leadership.

## Links

- Website: https://sifpartners.com/leadership/brooks-schaden/
- LinkedIn: https://www.linkedin.com/in/brooks-schaden-35564a11/

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Profile page: https://yespress.io/brooks-schaden
Published by YesPress — https://yespress.io
Last updated: 2026-10-22