Head of Field and Commercial Strategy

About Celsius Holdings

Celsius Holdings is a rapidly expanding global company in the consumer packaged goods sector, focused on redefining the energy drink market. Its diverse brand portfolio includes CELSIUS®, Alani Nu®, and Rockstar®, targeting various consumer needs related to lifestyle energy, wellness, and performance. Originating from fitness and grounded in scientific research, Celsius's proprietary, clinically validated formula supports active lifestyles. Expansion through acquisitions has broadened its channel, consumer base, and market occasions internationally.

The company culture values ownership, inclusiveness, and innovation, encouraging employees to think boldly, challenge conventions, and deliver meaningful impact.

Position Overview

The Head of Field and Commercial Strategy for Canada is a senior leadership role responsible for driving market execution and shaping long-term growth strategies. Reporting to the General Manager, this role oversees three key functions that link strategic planning with practical execution: Field Sales, Category & Commercial Insights, and Shopper Insights.

This role demands transforming market intelligence into actionable commercial initiatives to ensure outstanding in-store performance, creating data-driven route-to-market strategies, and developing a comprehensive understanding of shopper behavior to guide investment decisions and sustainable growth. Success requires strategic vision, strong analytical skills, commercial insight, and inspiring leadership.

Core Responsibilities

• Lead the National Field Sales team to achieve top-tier execution across all retail channels aligned with commercial objectives.
• Design and implement an effective field sales strategy nationally, including enhancing placement opportunities for cold and ambient merchandising assets.
• Expand portfolio distribution and SKU presence in key accounts and independent retailers.
• Develop performance standards, key performance indicators, and scorecards to maximize and monitor in-store visibility and execution quality.
• Collaborate closely with Sales Leadership to align field priorities with customer strategies and optimize call frequencies and resource allocation.
• Integrate technology and analytics to improve execution efficiency and foster a culture of accountability and continuous improvement.
• Oversee the Category & Commercial Insights function to translate market, customer, and syndicated data into effective commercial strategies including channel-specific route-to-market approaches and identifying growth opportunities.
• Lead Shopper Insights efforts by analyzing loyalty and shopper data to understand purchasing behaviors and consumption patterns, driving shopper-centric investments and commercial planning.
• Provide leadership and development for multifunctional teams, promote cross-departmental collaboration, manage budgets, and encourage a data-first culture that aligns insights with execution.

Qualifications

• Bachelor’s degree in Business, Marketing, Economics, or related fields; MBA preferred.
• At least 12 years of progressive leadership experience in commercial roles within CPG or beverage industries.
• Demonstrated success managing Field Sales teams and deep knowledge of Category Management and Commercial Insights.
• Experience using syndicated data tools such as NielsenIQ and Circana and understanding Canadian retail and route-to-market strategies.
• Proven ability to transform shopper insights into growth initiatives and to lead multifunctional teams effectively.
• Experience collaborating with major Canadian retailers across multiple trade channels.

Key Competencies

• Strategic business leadership and long-term growth planning.
• Commercial excellence including route-to-market optimization and category strategy execution.
• Advanced analytical abilities for market and shopper insights to identify opportunities and inform business decisions.
• Strong leadership skills including team development, change management, and executive communication.
• Personal traits include high collaboration, curiosity, consumer focus, results orientation, strong commercial judgment, innovation, bias for action, and adaptability to fast-growth environments.

Success Metrics

• Increased distribution, availability, and merchandising placements in priority channels.
• Enhanced execution standards and portfolio penetration among customers.
• Data-driven route-to-market strategies improving commercial performance and retailer partnerships.
• Development of a leading shopper insights capability integrated into commercial decisions boosting investment effectiveness and alignment across marketing and sales execution.

Additional Information

This leadership position acts as the central nexus combining field sales excellence, category expertise, and shopper insights into a unified commercial growth engine in Canada. It empowers faster, more informed decisions to accelerate retail execution, strengthen customer relations, and boost sustainable market share.