Senior Director of Brand Public Relations

About Celsius Holdings, Inc.

Celsius Holdings, Inc. is a dynamic global consumer packaged goods company managing three leading energy brands: CELSIUS, Alani Nu, and Rockstar Energy. Our culture is founded on inclusivity, innovation, and collaboration, empowering every employee to contribute to our success and the evolution of the energy category where performance meets personality and brand becomes community.

Position Overview

We are seeking a Senior Director of Brand Public Relations based full-time at our headquarters in Boca Raton, FL. This pivotal role involves leading U.S. earned media strategy and execution across all three of our brands, ensuring cultural relevance, credibility, and strategic alignment with marketing and corporate communications priorities. This individual will lead an internal PR specialist team and supervise relationships with external agencies, driving excellence, consistency, and speed.

Key Responsibilities

• Develop and own the U.S. Brand PR strategy, integrating with brand and marketing objectives for CELSIUS, Alani Nu, and Rockstar Energy.
• Construct annual and quarterly PR roadmaps aligned with marketing events, product innovations, partnerships, experiential activations, and cultural moments.
• Generate proactive story pipelines that sustain consumer engagement and brand visibility throughout the year.
• Establish narrative frameworks and editorial standards to maintain message consistency, accuracy, and brand tone across earned media.
• Lead, mentor, and grow a high-performing PR specialist team focused on various core areas such as Sports, Entertainment, and Product Innovation.
• Manage hiring and cultivate a culture driven by urgency, accountability, and superior quality outputs.
• Streamline workflow management including planning cadence, approvals, and delivery processes to maximize program discipline and operational effectiveness.
• Oversee Brand PR budgets, ensuring disciplined allocation and ROI-oriented spending.
• Set clear standards and governance for external PR agency collaborations to ensure strategic alignment and excellence in deliverables.
• Collaborate closely with influencer marketing and brand partner functions to amplify earned media impact and generate credible consumer buzz.
• Act as the senior PR advisor to heads of Brand Marketing and the Chief Brand Officer, offering strategic counsel and best practices.
• Support crisis management and brand issue response, partnering with cross-functional teams to ensure prompt and responsible communications.
• Lead AI integration in PR operations, implementing workflows that enhance strategic planning, content creation, monitoring, and measurement.
• Train and empower teams to adopt AI-driven processes that improve productivity and output quality.

Required Qualifications

• At least 15 years of progressive experience in consumer or brand PR and earned media leadership.
• Proven background within the CPG industry, preferably with beverage brands.
• Hands-on in-house leadership experience including scaling teams and internal PR functions; agency-only experience is insufficient.
• Demonstrated success in managing consumer PR programs that engage culture, partnerships, experiential marketing, and product storytelling.
• Experience directing agencies and external service providers with robust governance and performance oversight.
• Ability to influence senior marketing leaders through trust, sound judgment, and partnership.
• Fluency in AI applications relevant to PR strategy, analysis, content development, and insights implementation.

Core Competencies

• Strategic consumer-driven earned media planning and proactive narrative development.
• High editorial standards and consistent, disciplined messaging.
• Strong leadership, coaching capability, and operational excellence.
• Efficient execution under tight timelines, prioritizing based on judgment.
• Collaborative partnership with cross-functional teams and stakeholders.
• Outcome-focused measurement and impact analysis.
• Effective use of AI workflows to enhance productivity and quality.

Additional Information

• Location: Full-time onsite at Celsius Headquarters, Boca Raton, Florida.
• Travel: Up to 25% domestic travel required.
• People Management: Yes, leading internal Brand PR team.
• Benefits include comprehensive medical, dental, vision coverage, life and disability insurance, 10 vacation days per year with accrual, 11 company-paid holidays, 401(k) with company match, identity theft and legal services.
• Compensation is influenced by factors such as location, skills, and experience; includes potential bonuses and restricted stock units.
• Celsius Holdings is an equal opportunity employer committed to diversity, inclusion, and providing reasonable accommodations.