Senior Director, Brand PR & AI-Driven Growth

Celsius; Boca Raton, Northern (FL, KY); Hybrid; USD 180,000 - 240,000; Full time

Benefits offered by this job

Comprehensive Medical, Dental & Vision

Disability coverage

Life insurance

401(k) with company match

Paid holidays and vacation Days

Job summary

Celsius Holdings, Inc. is seeking a Senior Director, Brand PR to lead U.S. earned media for CELSIUS, Alani Nu, and Rockstar Energy.

This role anchors PR strategy, governance, and editorial standards while partnering with Brand Marketing to align with marketing priorities and corporate communications. The leader will build a high-performing team and own external partnerships with agencies to deliver high-quality results.

Qualifications

• 15+ years of progressive experience in consumer/brand PR and earned media with leadership responsibility.
• CPG experience required; beverage strongly preferred.
• In-house experience including building or scaling internal functions, teams, and operating processes.
• Strong track record leading consumer PR programs across culture, partnerships, and product storytelling.
• Experience leading agencies with governance, high standards, and performance management.
• AI fluency to explain and implement AI in planning, governance, and insights.

Responsibilities

• Own the U.S. Brand PR strategy across CELSIUS, Alani Nu, and Rockstar Energy.
• Build annual/quarterly PR roadmaps and calendars aligned to marketing tentpoles.
• Create and drive proactive story pipelines to build earned visibility.
• Lead a Brand PR specialist team and manage internal/external partners.
• Manage Brand PR budget and governance for outside agencies.
• Embed AI into PR planning, analysis, monitoring, and insights.

Skills

Brand PR leadership

CPG experience

In-house experience

Agency management

Cross-functional partnership

AI fluency

Job description

Celsius Holdings, Inc. is seeking a Senior Director, Brand PR to lead U.S. earned media for CELSIUS, Alani Nu, and Rockstar Energy.

This role anchors PR strategy, governance, and editorial standards while partnering with Brand Marketing to align with marketing priorities and corporate communications. The leader will build a high-performing team and own external partnerships with agencies to deliver high-quality results.