Sr. Director, Brand PR

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.

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.
• 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, and Rockstar Energy, ensuring PR meaningfully advances each brand's strategy and marketing priorities.
• Build annual/quarterly PR roadmaps and integrated calendars aligned to marketing tentpoles, innovation, partnerships, experiential activations, and cultural moments.
• Create and drive proactive story pipelines that build sustained earned visibility and consumer interest throughout the year.

• Establish narrative guardrails, message frameworks, and quality standards that improve consistency, accuracy, and brand-appropriate tone across earned media.

Leadership of Specialists + Program Operations

• 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.
• Build operating rhythms and program discipline (planning cadence, workflow management, approvals, and delivery standards).

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.

Senior Cross-Functional Partnership

• 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.
• Bring confident, solutions-oriented PR leadership to planning discussions offering strategic counsel, best practices, and clear recommendations that help marketing teams maximize the effectiveness of PR.

Crisis Readiness & Brand Issues Support

• Sit on the crisis response team and partner closely with the Issues & Reputation Management communications leader and cross-functional stakeholders (Legal, Marketing, Operations, Sales, etc.).
• 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
• Identity theft and legal services

The base pay range for this position is for a successful candidate within the state listed. The successful candidate's actual pay will be based on multiple factors, such as work location, job-related knowledge, skills, qualifications, and experience. Celsius is a total rewards company. This position may be eligible for other compensation, including bonuses and Restricted Stock Units (subject to company plans).

The above information has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.