Director, Brand Commercial Strategy & Go-to-Market

About this role

If you’re reading this on your way from 5am spin class to festival fast-pass, you’re CELSIUS®— an everyday hustler with the essential energy to aim high, and go the extra mile wherever your goals take you.
Joyful by design, sunny by nature, and unapologetically bold. If your bestie has you saved in their phone as “Icon,” you’re ALANI NU® — confident, colorful, and bringing main-character energy to every moment.
SoCal in your soul, attitude in your stride. If gravity doesn’t stop you and “impossible” sounds more like “dare you,” you’re ROCKSTAR®— a born rebel, raising the bar with mind-body energy and zero compromise.
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Together, we’re Celsius Holdings, Inc.— a global CPG company united by three powerhouse brands and one incredibly talented team.
At Celsius, we pride ourselves on empowering our people. Every employee has a stake in our success. We create a collaborative culture built on inclusivity, innovation, and a belief that great ideas can come from anywhere.
And we’re on our way to building something bigger: a category where energy isn’t just consumed, it’s lived—where performance meets personality, brand becomes community, and every can crack sparks a statement.
This is the future of modern energy. This is Celsius.
Ready to take your career to the next level? Join our team and redefine what it means to be energized.
Director, Brand Commercial Strategy & Go-to-Market
Assigned Brand: Celsius or Alani Nu & Rockstar
Reports to: VP Commercial Planning
Location: Boca Raton, FL
Type: Full-Time

Role Summary
The Director, Brand Commercial Strategy & Go-to-Market, serves as the commercial leader for the assigned brand, responsible for translating brand strategy into winning go-to-market plans that drive profitable growth across all retail channels and customers. Serving as the critical bridge between Brand Marketing and the Commercial organization, this role ensures strategic brand priorities, innovation, consumer insights, and marketing investments are converted into compelling customer strategies, field sales plans, and flawless marketplace execution.
As a fully integrated member of the Brand Marketing, Innovation, Brand Activation, Consumer Insights, and Commercial Leadership teams, the Director brings the voice of the customer, retailer, distributor, shopper, and field sales organization into the brand planning process while ensuring commercial priorities are embedded throughout the brand lifecycle.
The Director owns end-to-end commercialization for the assigned brand—from annual commercial planning and innovation go-to-market strategy to customer sell-in, activation, and post-launch optimization. This includes leading monthly commercialization work-back planning that aligns cross-functional teams around 90–180-day customer selling priorities and 30–60-day activation and execution milestones, ensuring organizational readiness and flawless execution across every stage of commercialization.
Success in this role requires exceptional cross-functional leadership, partnering closely with Brand Marketing, Innovation, Field Sales, Key Accounts, Pepsi/Distributors, Revenue Growth Management, Consumer Insights, Finance, Operations, Supply Chain, and Demand Planning to align strategic priorities with operational readiness and marketplace execution.
The Director also leads and develops a Brand Commercial Manager, building organizational capability while fostering a high-performing, collaborative team focused on commercial excellence, accountability, and continuous improvement.
The ideal candidate is a strategic, highly collaborative leader who thrives at the intersection of Brand, Commercial, and Operations, with the ability to translate complex business strategies into actionable go-to-market plans that accelerate brand growth, strengthen customer partnerships, and deliver exceptional execution in market.
Requirements

• Bachelor’s degree in marketing, business, finance, or a related field required; MBA preferred.

• 10+ years of progressive CPG experience, with beverage experience strongly preferred.

• Experience across commercialization, brand marketing, category planning, channel marketing, customer development, field sales, account management, or a related commercial function.

• Demonstrated experience translating brand strategies into executable customer and channel plans.

• Strong understanding of U.S. retail and foodservice channels, shopper behavior, customer economics, and competitive dynamics within the energy or functional beverage category.

• Proven experience leading large, cross-functional initiatives and managing complex commercialization timelines.

• Previous people-management experience strongly preferred.

• Demonstrated ability to coach, develop, and motivate high-performing associates.

• Experience leading innovation go-to-market planning and customer sell-in strategies.

• Strong proficiency with syndicated data platforms such as Circana or Nielsen, customer POS data, and retail execution reporting.

• Strong financial and analytical capabilities, with the ability to connect commercial actions to volume, revenue, margin, and return on investment.

• Exceptional written, verbal, presentation, and commercial storytelling skills.

• Strong executive presence and the ability to influence senior stakeholders without direct authority.

• Highly effective project-management, prioritization, and organizational skills.

• Strategic thinker with a hands-on, execution-oriented mindset.

• Comfortable working in a fast-paced, highly collaborative, and entrepreneurial environment.

• Willing and able to travel up to 20%.

Key Responsibilities
1. Brand Strategy Translation and Go-to-Market Leadership

• Translate brand strategy, consumer insights, innovation plans, and marketing investments into actionable go-to-market strategies that drive profitable growth.

• Partner with Brand, Innovation, Insights, Activation, Field Sales, and Key Accounts to ensure plans are…