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.

• 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 standards, investments, and performance scorecards.
• Monitor market performance using reporting tools (e.g., VIP) and provide regular insights to executive leadership.

• Act as the primary liaison between the Fitness Sales team and internal departments including Fitness Marketing, Brand Marketing, Commercial Strategy, Operations, Finance and Trade Show…