Sr. Director, Brand PR

If you’re reading this on your way from 5am spin class to festival fast-pass, you’re CELSIUS®— an everyday hustler with the essential energy to aim high, and go the extra mile wherever your goals take you.

Joyful by design, sunny by nature, and unapologetically bold. If your bestie has you saved in their phone as “Icon,” you’re ALANI NU® — confident, colorful, and bringing main-character energy to every moment.

SoCal in your soul, attitude in your stride. If gravity doesn’t stop you and “impossible” sounds more like “dare you,” you’re ROCKSTAR®— a born rebel, raising the bar with mind-body energy and zero compromise.

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Together, we’re Celsius Holdings, Inc.— a global CPG company united by three powerhouse brands and one incredibly talented team.

At Celsius, we pride ourselves on empowering our people. Every employee has a stake in our success. We create a collaborative culture built on inclusivity, innovation, and a belief that great ideas can come from anywhere.

And we’re on our way to building something bigger: a category where energy isn’t just consumed, it’s lived—where performance meets personality, brand becomes community, and every can crack sparks a statement.

Ready to take your career to the next level? Join our team and redefine what it means to be energized.

• →15+ years of progressive experience in consumer/brand PR and earned media, with significant leadership responsibility.
• →CPG experience required; beverage strongly preferred
• →In-house experience required, including building or scaling internal functions, teams, and operating processes (not solely agency background).
• →Strong track record leading consumer PR programs that span culture, partnerships, experiential moments, and product/innovation storytelling.
• →Experience leading agencies and external partners with clear governance, high standards, and strong performance management.
• →Proven ability to influence senior marketing stakeholders through trust, strong judgment, and effective cross-functional partnership.
• →AI fluency required: ability to explain and implement how AI improves strategic planning, analysis, content creation, governance, and insights.

• Consumer-first earned media strategy and proactive story generation

• Excellent editorial standards and messaging discipline
• Team leadership, coaching, and operational rigor
• High-speed execution with strong judgment and prioritization
• Cross-functional partnership and stakeholder management
• Measurement mindset focused on impact and outcomes
• Applied AI workflows for productivity and quality

• Own the U.S. Brand PR strategy across CELSIUS, Alani Nu, and Rockstar Energy, ensuring PR meaningfully advances each brand’s strategy and marketing priorities.
• Build annual/quarterly PR roadmaps and integrated calendars aligned to marketing tentpoles, innovation, partnerships, experiential activations, and cultural moments.
• Create and drive proactive story pipelines that build sustained earned visibility and consumer interest throughout the year.

• Establish narrative guardrails, message frameworks, and quality standards that improve consistency, accuracy, and brand-appropriate tone across earned media.

• Lead, coach, and develop a Brand PR specialist team spanning key practice areas (e.g., Sports/Athletes, Entertainment/Culture, Product/Innovation).
• Hire for open roles and build a high-performance culture rooted in urgency, strong judgment, accountability, and exceptional quality.
• Direct work allocation across specialists and partners to maximize speed, consistency, and output, ensuring clear briefs, tight feedback loops, and strong editorial rigor.
• Build operating rhythms and program discipline (planning cadence, workflow management, approvals, and delivery standards).

• Own Brand PR budget management; drive disciplined allocation decisions and strong ROI orientation.
• Define expectations, working standards, and performance oversight for outside partners (primarily PR agencies), ensuring strong strategic alignment, clear roles, and consistently high-quality deliverables.
• Create governance that improves clarity and execution: scopes, briefing discipline, deliverable standards, approvals, and measurement expectations.

• Partner closely with the influencer/brand partner function to maximize marketing ROI through earned media and PR amplification.
• Drive PR storytelling and coverage opportunities tied to influencer/creator relationships and brand partnerships, ensuring these programs translate into credible buzz and positive consumer word-of-mouth.

• Serve as the senior PR counselor and day-to-day partner to the heads of Brand Marketing for each brand and to the Chief Brand Officer.
• Partner closely with Sports & Entertainment / College & Field Marketing leadership to activate programs and convert investments into earned impact.
• Bring confident, solutions-oriented PR leadership to planning discussions offering strategic counsel, best practices, and clear recommendations that help marketing teams maximize the effectiveness of PR.

• Sit on the crisis response team and partner closely with the Issues & Reputation Management communications leader and cross-functional stakeholders (Legal, Marketing, Operations, Sales, etc.).
• Support readiness and response for consumer-facing brand issues (e.g., misinformation, partner/athlete-related controversy, product perception issues), ensuring fast alignment and clear, responsible communications.

• Embed AI tools into PR planning, analysis, monitoring, content development, governance, and insights, translating fluency into practical workflows.
• Set standards for responsible, effective AI use that improves speed, consistency, and quality while strengthening measurement and learning.
• Train and enable the team to adopt AI-enabled ways of working, improving overall program efficiency and output.