General Manager, Canada

Celsius Holdings, Inc.; Toronto; On-site; CAD 250,000 - 265,000; Full time

Job summary

A global consumer packaged goods company is seeking an experienced General Manager for Canada to lead commercial operations. This role requires extensive leadership in FMCG, particularly within the Canadian retail landscape. Candidates should possess strong P&L management skills and a proven record in grocery and convenience sectors. The position offers a competitive salary and performance bonuses.

Benefits

Competitive base salary ($250,000 - $265,000 CAD)

Performance Bonus

15 days of vacation per year

Stock options

Qualifications

• 12–15+ years of leadership experience in sales or general management roles.
• Proven success in Canadian retail, especially in grocery and convenience.
• Strong financial management and P&L experience required.

Responsibilities

• Develop and implement go-to-market strategies for Canada.
• Lead a team of Key Account Managers for top retailers.
• Achieve revenue and profit targets for the Canadian business.
• Collaborate with PepsiCo for joint business planning.
• Localize global brand campaigns for the Canadian market.

Skills

Sales leadership

P&L ownership

Retail execution

Team development

Bilingual (English and French)

Education

Bachelor's degree

MBA or equivalent

Job description

Celsius, based in Boca Raton, FL, is a global consumer packaged goods company with a proprietary, clinically proven formula for its master brand CELSIUS, a lifestyle energy drink brand born in fitness and a pioneer in the rapidly growing energy category. Celsius Holdings, Inc. also includes Alani Nu, a premium active nutrition and better-for-you brand, further expanding our reach across the health and wellness space.

At Celsius, we pride ourselves in providing our employees with a culture and atmosphere of inclusiveness that challenges individuals to be thought leaders, innovators, and game changers—as every employee is an owner of the CELSIUS brand upon joining the organization.

Ready to energize your career? Join a team that’s pushing boundaries and redefining what it means to LIVE FIT.

We promptly review all applications. Highly qualified candidates will be contacted for interviews.

Field-Based: Role requires presence in Toronto, ON, with national travel

Role Type: Full-Time

Job Overview

Celsius Holdings is seeking a dynamic and execution-focused General Manager, Canada to lead the company’s Commercial and Marketing operations in the Canadian market. Reporting directly to the Chief Commercial Officer, North America, this role will be accountable for delivering revenue growth, building brand equity, and driving disciplined execution across Canada.

The Canada GM will act as the strategic and operational lead for the Canadian business, with a mandate to establish Celsius and its portfolio including Alani Nu and Rockstar Energy Drink as a leading energy company nationwide. This includes developing go-to-market strategies, building and leading a national Key Account team, and leveraging the PepsiCo system to unlock scale and accelerate growth across grocery, convenience, and other key retail channels.

Responsibilities

• Commercial Strategy & Execution – Develop and implement go-to-market strategies tailored to the Canadian market, with emphasis on grocery, convenience, and key accounts and food service.
• Key Account Leadership – Build, lead, and mentor a team of Key Account Managers to manage relationships with top Canadian retailers and deliver best-in-class execution.
• Revenue & Profit Delivery – Achieve net revenue, gross profit, and EBITDA targets for the Canadian business.
• Distributor & Partner Management – Collaborate closely with PepsiCo’s Canadian system and distributor partners; lead Joint Business Planning (JBP), negotiations, and scorecard accountability.
• Marketing Execution – Build, lead and mentor a marketing team to localize global brand campaigns, aligning with North America strategy while delivering impactful consumer and trade marketing programs in Canada.
• Innovation & Product Launches – Successfully introduce and scale new products into the Canadian market using customer insights and shopper behavior.
• Financial Stewardship – Oversee budgeting, forecasting, and year-to-go (YTG) planning for Canada.
• Team Development – Recruit, build, and develop a high-performing Canadian Commercial & Marketing organization with clear succession pipelines.
• Regional Collaboration – Work closely with U.S. leadership to ensure alignment, leverage best practices, and maximize synergies across the PepsiCo system.
• Operational Discipline – Establish and track KPIs, processes, and retail execution standards to ensure flawless in-market delivery.

Requirements

• 12–15+ years of progressive leadership in Sales, Commercial, or General Management roles in FMCG or beverages
• Proven success in the Canadian retail landscape, especially in grocery, convenience, and key accounts
• Strong P&L ownership experience and record of delivering profitable growth in Canada
• Extensive experience managing national distributors, retail customers, and system partners
• Track record of building and leading Key Account teams with measurable success in retail execution
• Bachelor’s degree required; MBA or equivalent preferred
• English fluency required; French bilingualism strongly preferred

What We Offer

• Competitive base salary ($250,000 - $265,000 CAD)
• Performance Bonus
• 15 days of vacation per year
• Stock options

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. We believe strongly in fostering a safe, fair and respectful work environment. If you need assistance and/or a reasonable accommodation due to a disability during the application process, please reach out to [e-mail].