Sr. Director, Brand PR

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.

Requirements

• 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
• 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

• 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
• Create and drive proactive story pipelines that build sustained earned visibility and consumer interest throughout the year
• Build annual/quarterly PR roadmaps and integrated calendars aligned to marketing tentpoles, innovation, partnerships, experiential activations, and cultural moments
• 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
• Partner & Budget Management; External Service Provider Leadership
• 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
• Influencer Earned Amplification
• 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
• 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
• AI-Enabled PR Operations (Required)
• 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

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