Sr. Director, Sales - Fitness Channel

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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, live fit, 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.

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.

If you are looking for an exciting opportunity to join a fast‑growing team 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.

• Own and drive national sales strategy and performance across the Fitness/Specialty Channel, both direct customers and Fitness distributors.
• Establish and scale field‑level playbooks and market growth strategies tailored to fitness‑focused retailers and distributors.
• Collaborate with key internal stakeholders to deliver consistent brand messaging, promotional programming, and field initiatives.
• Provide thought leadership, and recommendations on Fitness portfolio products, with regard to current and future product lines.

• Lead, coach, and mentor Sales Directors, Key Account Managers, Regional Managers and Fitness Development Representatives nationwide.
• Define and track performance KPIs across markets, providing regular feedback, development plans, and growth opportunities.
• Cultivate a performance‑driven and collaborative culture in alignment with Celsius values.

• Build and maintain strategic relationships with key national and regional distributor partners.
• Align on annual business plans including volume targets, execution…