Brand PR Specialist

Position Overview

Celsius Holdings, Inc. is seeking a Brand PR Specialist to support U.S. earned media strategy and execution across a multi-brand portfolio including CELSIUS, Alani Nu, and Rockstar Energy. Reporting to the Senior Director, Brand PR, this role will focus on driving high-impact earned media and earned social coverage tied to sports, athletes, artists, entertainment, partnerships, and cultural moments.

Requirements

• 3+ years of experience in PR/communications, with national consumer brand experience (Sports/culture/CPG/retail/entertainment a plus).
• Proven ability to drive earned media outcomes across high-profile launches or tentpoles.
• Demonstrated ability to incorporate AI technology into the PR and communications workflows. Strong competency in ChatGPT, Copilot, Claude; tool fluency preferred.
• Experience developing partnerships across creators, brands, and/or licensed/IP with clear results.
• Strong writing, narrative-building, and stakeholder management skills; confident in fast-moving environments.
• Experience managing agencies and navigating complex cross-functional partner groups.
• Strong writing and media relations skills.
• Experience securing earned media.

Core Competencies

• Relentless drive to maximize opportunities and succeed.
• Positive energy that inspires confidence and leadership among peers and partners.
• Consumer-first mindset.
• Strong storytelling, creativity, and the imagination to solve challenges in unique ways.
• Attention to detail and high-quality work output.
• Ability to translate cultural trends into PR opportunities.
• Strong project management and prioritization skills.
• Comfort working across multiple projects under tight deadlines with high visibility initiatives.
• Collaborative, one-team approach.

Responsibilities

• Develop and lead the earned + shared media and partnerships approach across the annual marketing calendar, aligned to brand priorities, campaign objectives, and business goals.
• Translate campaign priorities into newsworthy narratives and partnership ideas that build relevance and momentum.
• Provide strategic counsel to cross-functional partners to ensure PR and partnerships are designed to drive cultural impact and campaign performance.
• Strategy & Planning:
  • Lead national media relations end-to-end, including management of agency pitching, relationship-building, press outreach, and rapid response to inbound inquiries.
  • Create & review all core communications assets (press releases, media alerts, talking points, spokesperson Q&As, briefing docs) to ensure clear, consistent messaging.
  • Partner with Social, Media and Creative leads to turn campaign ideas into shareable moments optimized for earned pickup and social velocity, including PR-forward experiential moments when relevant.
• Earned & Shared Media:
  • PR & Earned Media Execution:
    • Execute PR strategies that generate national, local, and earned social media coverage.
    • Develop and pitch proactive PR-driven stories.
    • Build relationships with key media.
    • Draft press materials and media briefs.
  • Content & Storytelling Development:
    • Translate marketing initiatives into compelling narratives.
    • Support always-on storytelling pipeline.
    • Ensure brand voice consistency.
• Cross-Functional Collaboration:
  • Partner with Brand Marketing, Partnerships and Influencer teams.
  • Support athlete and artist partnerships and activations.
  • Cook up closely with internal stakeholders to ensure alignment on messaging, timing, and amplification strategies.
  • Coordinate closely with external partners to streamline execution.
  • Support integration of PR into 360 campaign planning from ideation through execution.
  • Align PR with key launches and campaigns.
• Media Monitoring & Reporting:
  • Track and analyze media coverage.
  • Report on performance and insights.
  • Analyze sentiment, message pull-through, and competitive share of voice.
  • Develop recaps and post-mortem reports with actionable insights.
  • Leverage monitoring tools to inform proactive storytelling opportunities.
  • Identify trends and opportunities.

What Success Looks Like (First 6-12 Months)

• Consistent earned media coverage across campaigns.
• Strong media relationships.
• High-quality storytelling.
• Measurable earned media growth.

Benefits

• Comprehensive Medical, Dental & Vision benefits.
• Long- and short-term disability.
• Life insurance.
• 10 Vacation days per year subject to accrual policy.
• 11 Company paid holidays.
• 401(k) with Company match.
• Restricted Stock Units (subject to company plans).

Identity Theft and Legal Services

Celsius is a total rewards company. This position may be eligible for other compensation, including bonuses and Restricted Stock Units (subject to company plans).

Equal Employment Opportunity

Celsius Holdings, Inc. celebrates diversity and is committed to creating an inclusive environment for all employees. We are proud to provide equal employment opportunities (EEO) to all employees and applicants for employment without regard to age, ancestry, citizenship, color, family or medical care leave, gender identity or expression, genetic information, immigration status, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran or military status, race, ethnicity, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable local laws, regulations and ordinances.