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. --- 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. **This is the future of modern energy. This is Celsius.** Ready to take your career to the next level? Join our team and redefine what it means to be energized. ### SR. DIRECTOR, BRAND PR **In-Office:** Based full-time at CELSIUS® Headquarters in Boca Raton, FL **Travel Requirements:** This position requires up to 25% domestic travel. **People Management Responsibilities:** Yes **Role Type:** Full-Time ### Position Overview Celsius Holdings, Inc. is seeking a Senior Director, Brand PR to lead U.S. earned media strategy and execution across a multi-brand portfolio including **CELSIUS, Alani Nu, and Rockstar Energy**. This is the senior-most Brand PR leader and the single point of responsibility for Brand PR performance, ensuring our brands show up in culture with relevance, credibility, and consistency, and that PR is fully aligned to brand strategy and marketing priorities as well as corporate communications standards and strategies. This leader will operate as a **center of excellence** for consumer-focused PR, partnering closely with Brand Marketing leadership while owning Brand PR strategy, standards, ethics, governance, and executional excellence. They will lead an internal team of specialists and have the opportunity to define how we work with outside service providers, including PR agencies, to deliver high-quality work at speed and scale. - **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. **Core Competencies** - 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 ### Key Responsibilities **Portfolio Brand PR Strategy & Planning** - Own the U.S. Brand PR strategy across CELSIUS, Alani Nu, a…