Sr. Director, Sales - Fitness Channel

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. 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.

As part of our growing portfolio, Alani Nuis a fast-growing wellness brand dedicated to empowering women and bringing a fresh, energetic perspective to the health and wellness space. We foster a dynamic, collaborative culture where creativity, innovation, and passion are celebrated. Team members are encouraged to think boldly, move quickly, and help shape a brand that’s redefining what wellness looks and feels like.

If you are looking for an exciting opportunity to join a fast-growing team in a role that provides professional and personal growth, we encourage you to apply to our Senior Director, Sales - Fitness Channel position .

Reporting to the SVP, National Food Service Sales & Vending, the Senior Director of Sales – Fitness Channel leads the strategic growth and execution of Celsius’ Fitness / Specialty Channel. This role oversees a national field-based sales team focused on expanding Celsius’ footprint in gyms, fitness class‑based studios, and wellness‑focused specialty and supplement retail outlets.

This position is responsible for setting the go‑to‑market strategy, building team capabilities, cultivating high‑impact distributor partnerships, and aligning cross‑functional efforts to drive revenue and brand visibility. The ideal candidate is a high‑energy leader with a passion for fitness, deep CPG sales experience, and a proven ability to manage both strategy and field execution at scale.

• 8+ years of progressive experience in CPG Sales, preferably within beverage or wellness (Fitness Channel) categories.
• 5+ years of field‑based sales team leadership experience across multiple regions or nationally.
• Experience with distributor management, direct store delivery (DSD), or specialty retail partnerships.
• Strong business planning, presentation, and cross‑functional leadership skills.
• Proficient in Microsoft Office and field reporting tools (e.g., VIP, Excel).
• Bachelor’s degree required; MBA or advanced business coursework preferred.
• Must be able to travel ~60%, including overnight.
• Comfortable working in and around fitness venues, stores, and event spaces.
• Must live within 1 hour of a major international airport.

Responsibilities

Channel Strategy & Execution

Team Leadership

Distributor Management & Business Planning

Cross-Functional Partnership

Benefits

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).

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 careers@celsius.com.

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.

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