About the role
ABOUT CELSIUS
Celsius Holdings is a global, fast-growing consumer packaged goods company redefining the energy drink category. Our portfolio includes industry-leading brands such as CELSIUS®, Alani Nu®, and Rockstar®, each serving distinct consumer needs across lifestyle energy, wellness, and performance.
Born in fitness and rooted in science, CELSIUS is built on a proprietary, clinically proven formula designed to fuel active lifestyles. With the acquisitions of Alani Nu and Rockstar, Celsius has expanded its reach across channels, consumers, and occasions, accelerating growth globally.
At Celsius, we foster a culture of ownership, inclusiveness, and innovation—where every employee is empowered to think boldly, challenge the status quo, and make a measurable impact.
Position Summary
The Head of Field & Commercial Strategy is a senior commercial leadership role responsible for accelerating market execution and shaping the long-term commercial growth strategy for Canada. Reporting to the General Manager, this newly created role will lead three critical functions that connect strategy with execution: Field Sales, Category & Commercial Insights, and Shopper Insights.
This leader will transform market intelligence into commercial action by ensuring exceptional in-store execution, developing data-driven route-to-market strategies, and building a deep understanding of shopper behavior to influence investment decisions and drive sustainable growth. Success in this role requires a balance of strategic thinking, analytical excellence, commercial acumen, and inspirational leadership.
Key Responsibilities
Field Sales Excellence Provide strategic leadership for the National Field Sales organization to deliver best-in-class execution across all channels of trade. Develop and execute the national Field Sales strategy aligned with commercial priorities. Build, lead and develop a high-performing Field Sales organization. Drive executional excellence across all retail channels. Accelerate incremental placement opportunities across both cold and ambient merchandising assets including coolers, temporary display, main placement and permanent merchandising solutions Increase portfolio distribution and SKU expansion across key accounts and independent customers. Establish execution standards, KPIs and scorecards to maximize in-store presence. Partner closely with Sales Leadership to ensure field priorities align with customer strategies. Optimize field coverage models, call frequencies and resource allocation. Identify opportunities to improve execution efficiency through technology and analytics. Foster a culture of accountability, coaching and continuous improvement.
Lead Category & Commercial Insights
Own the Category and Commercial Insights function to transform market, customer and syndicated data into actionable commercial strategies.
Responsibilities
Develop best-in-class category management capabilities. Lead the use of syndicated data sources including: NielsenIQ, Circana (IRI), Customer POS databases, Retail analytics platforms Translate data into actionable recommendations that drive revenue and share growth. Develop channel-specific route-to-market strategies. Identify whitespace opportunities by: geography, channel, customer, occasion, package, assortment Support annual commercial planning. Build customer-specific category growth stories that strengthen retailer partnerships. Partner with Sales and Marketing on assortment, pricing, promotion and merchandising strategies. Deliver regular market performance reporting to senior leadership.
Lead Shopper Insights
Build deep shopper understanding that shapes commercial priorities and investment decisions.
Responsibilities
Lead the Shopper Insights function across Canada. Utilize shopper and loyalty data to understand purchasing behavior and consumption trends. Analyze data sources including retailer loyalty programs, shopper panels, consumer research Identify growth opportunities across shopper missions, occasions, demographics, regional markets Translate shopper insights into actionable recommendations for commercial strategy, customer planning, promotional investment, innovation, portfolio prioritization Partner with Marketing to improve execution on campaign effectiveness. Influence long-term commercial investment decisions through fact-based recommendations. Establish a culture of consumer-centric decision making across the organization.
Leadership Responsibilities
Lead three high-impact commercial functions under one integrated vision. Build high-performing teams through coaching, development and succession planning. Foster collaboration across Sales, Marketing, Finance, Supply Chain and Customer Development. Champion a data-driven culture where insights consistently translate into action. Drive organizational capability in commercial analytics and execution excellence. Manage departmental budgets and resource allocation effectively.
Qualifications
Education Bachelor's degree in Business, Marketing, Economics or related field. MBA preferred.
Experience
12+ years of progressive commercial leadership experience within CPG or beverage. Proven success leading Field Sales organizations. Deep expertise in Category Management and Commercial Insights. Experience leveraging syndicated data including NielsenIQ and Circana. Strong understanding of Canadian retail and route-to-market strategies. Experience translating shopper insights into commercial growth initiatives. Demonstrated ability to lead multifunctional teams. Experience working with major Canadian retailers and multiple channels of trade.
Core Competencies
Strategic Leadership Commercial strategy development Long-term planning Growth mindset Business transformation Commercial Excellence Route-to-market optimization Category strategy Retail execution Customer development Portfolio expansion Analytical Capability Advanced data interpretation Market analytics Shopper insights Business intelligence Opportunity identification Leadership People development Change leadership Cross-functional influence Executive communication Talent development Personal Attributes Highly collaborative Curious and consumer-focused Results-oriented Strong commercial judgment Innovative thinker Bias for action Comfortable operating in a fast-growth environment
Success Measures
The Head of Field & Commercial Strategy will be successful by delivering measurable improvements across three strategic pillars:
Field Sales
Increased distribution and availability across priority channels. Growth in incremental cold and ambient merchandising placements. Improved execution compliance and in-store quality metrics. Increased portfolio penetration across existing customers.
Category & Commercial Insights
Development of data-driven route-to-market strategies that improve commercial performance. Enhanced retailer category partnerships through compelling growth narratives. Improved forecasting and opportunity identification using syndicated and customer data.
Shopper Insights
Establishment of a best-in-class shopper insights capability. Greater integration of shopper and loyalty data into commercial decision-making. Improved effectiveness of commercial investments through consumer-led insights. Stronger alignment between shopper behavior, marketing activation, and sales execution.
This role is designed to serve as the organization's central hub for commercial intelligence and execution—connecting field excellence, category expertise, and shopper understanding into one integrated growth engine. By unifying these capabilities under a single leader, the company can make faster, more informed decisions that accelerate retail execution, strengthen customer partnerships, and drive sustainable market share growth across Canada.
Not the right fit? Search for Field and Commercial Strategy jobs in Canada
About Celsius
Celsius Holdings, Inc. is a global beverage company and maker of premium, lifestyle energy drink CELSIUS – the better-for-you, zero-sugar alternative to traditional energy drinks. CELSIUS inspires global communities of fitness enthusiasts and promotes active lifestyles by disrupting the rapidly growing performance energy space.
CELSIUS inspires people to LIVE FIT by empowering them to achieve their daily goals and maintain an active lifestyle. Living fit is about more than just fitness, it’s a mindset and a lifestyle embodied by those who push their limits and hustle every day. Every drop is Essential, and every fruit-forward flavor is refreshing, functional and balanced. With an expansive portfolio of flavors and formats, from CELSIUS to Fizz-Free to On The Go powders, CELSIUS is the perfect pick-me-up to help individuals LIVE FIT every day.
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About the role
ABOUT CELSIUS
Celsius Holdings is a global, fast-growing consumer packaged goods company redefining the energy drink category. Our portfolio includes industry-leading brands such as CELSIUS®, Alani Nu®, and Rockstar®, each serving distinct consumer needs across lifestyle energy, wellness, and performance.
Born in fitness and rooted in science, CELSIUS is built on a proprietary, clinically proven formula designed to fuel active lifestyles. With the acquisitions of Alani Nu and Rockstar, Celsius has expanded its reach across channels, consumers, and occasions, accelerating growth globally.
At Celsius, we foster a culture of ownership, inclusiveness, and innovation—where every employee is empowered to think boldly, challenge the status quo, and make a measurable impact.
Position Summary
The Head of Field & Commercial Strategy is a senior commercial leadership role responsible for accelerating market execution and shaping the long-term commercial growth strategy for Canada. Reporting to the General Manager, this newly created role will lead three critical functions that connect strategy with execution: Field Sales, Category & Commercial Insights, and Shopper Insights.
This leader will transform market intelligence into commercial action by ensuring exceptional in-store execution, developing data-driven route-to-market strategies, and building a deep understanding of shopper behavior to influence investment decisions and drive sustainable growth. Success in this role requires a balance of strategic thinking, analytical excellence, commercial acumen, and inspirational leadership.
Key Responsibilities
Field Sales Excellence Provide strategic leadership for the National Field Sales organization to deliver best-in-class execution across all channels of trade. Develop and execute the national Field Sales strategy aligned with commercial priorities. Build, lead and develop a high-performing Field Sales organization. Drive executional excellence across all retail channels. Accelerate incremental placement opportunities across both cold and ambient merchandising assets including coolers, temporary display, main placement and permanent merchandising solutions Increase portfolio distribution and SKU expansion across key accounts and independent customers. Establish execution standards, KPIs and scorecards to maximize in-store presence. Partner closely with Sales Leadership to ensure field priorities align with customer strategies. Optimize field coverage models, call frequencies and resource allocation. Identify opportunities to improve execution efficiency through technology and analytics. Foster a culture of accountability, coaching and continuous improvement.
Lead Category & Commercial Insights
Own the Category and Commercial Insights function to transform market, customer and syndicated data into actionable commercial strategies.
Responsibilities
Develop best-in-class category management capabilities. Lead the use of syndicated data sources including: NielsenIQ, Circana (IRI), Customer POS databases, Retail analytics platforms Translate data into actionable recommendations that drive revenue and share growth. Develop channel-specific route-to-market strategies. Identify whitespace opportunities by: geography, channel, customer, occasion, package, assortment Support annual commercial planning. Build customer-specific category growth stories that strengthen retailer partnerships. Partner with Sales and Marketing on assortment, pricing, promotion and merchandising strategies. Deliver regular market performance reporting to senior leadership.
Lead Shopper Insights
Build deep shopper understanding that shapes commercial priorities and investment decisions.
Responsibilities
Lead the Shopper Insights function across Canada. Utilize shopper and loyalty data to understand purchasing behavior and consumption trends. Analyze data sources including retailer loyalty programs, shopper panels, consumer research Identify growth opportunities across shopper missions, occasions, demographics, regional markets Translate shopper insights into actionable recommendations for commercial strategy, customer planning, promotional investment, innovation, portfolio prioritization Partner with Marketing to improve execution on campaign effectiveness. Influence long-term commercial investment decisions through fact-based recommendations. Establish a culture of consumer-centric decision making across the organization.
Leadership Responsibilities
Lead three high-impact commercial functions under one integrated vision. Build high-performing teams through coaching, development and succession planning. Foster collaboration across Sales, Marketing, Finance, Supply Chain and Customer Development. Champion a data-driven culture where insights consistently translate into action. Drive organizational capability in commercial analytics and execution excellence. Manage departmental budgets and resource allocation effectively.
Qualifications
Education Bachelor's degree in Business, Marketing, Economics or related field. MBA preferred.
Experience
12+ years of progressive commercial leadership experience within CPG or beverage. Proven success leading Field Sales organizations. Deep expertise in Category Management and Commercial Insights. Experience leveraging syndicated data including NielsenIQ and Circana. Strong understanding of Canadian retail and route-to-market strategies. Experience translating shopper insights into commercial growth initiatives. Demonstrated ability to lead multifunctional teams. Experience working with major Canadian retailers and multiple channels of trade.
Core Competencies
Strategic Leadership Commercial strategy development Long-term planning Growth mindset Business transformation Commercial Excellence Route-to-market optimization Category strategy Retail execution Customer development Portfolio expansion Analytical Capability Advanced data interpretation Market analytics Shopper insights Business intelligence Opportunity identification Leadership People development Change leadership Cross-functional influence Executive communication Talent development Personal Attributes Highly collaborative Curious and consumer-focused Results-oriented Strong commercial judgment Innovative thinker Bias for action Comfortable operating in a fast-growth environment
Success Measures
The Head of Field & Commercial Strategy will be successful by delivering measurable improvements across three strategic pillars:
Field Sales
Increased distribution and availability across priority channels. Growth in incremental cold and ambient merchandising placements. Improved execution compliance and in-store quality metrics. Increased portfolio penetration across existing customers.
Category & Commercial Insights
Development of data-driven route-to-market strategies that improve commercial performance. Enhanced retailer category partnerships through compelling growth narratives. Improved forecasting and opportunity identification using syndicated and customer data.
Shopper Insights
Establishment of a best-in-class shopper insights capability. Greater integration of shopper and loyalty data into commercial decision-making. Improved effectiveness of commercial investments through consumer-led insights. Stronger alignment between shopper behavior, marketing activation, and sales execution.
This role is designed to serve as the organization's central hub for commercial intelligence and execution—connecting field excellence, category expertise, and shopper understanding into one integrated growth engine. By unifying these capabilities under a single leader, the company can make faster, more informed decisions that accelerate retail execution, strengthen customer partnerships, and drive sustainable market share growth across Canada.
Not the right fit? Search for Field and Commercial Strategy jobs in Canada
About Celsius
Celsius Holdings, Inc. is a global beverage company and maker of premium, lifestyle energy drink CELSIUS – the better-for-you, zero-sugar alternative to traditional energy drinks. CELSIUS inspires global communities of fitness enthusiasts and promotes active lifestyles by disrupting the rapidly growing performance energy space.
CELSIUS inspires people to LIVE FIT by empowering them to achieve their daily goals and maintain an active lifestyle. Living fit is about more than just fitness, it’s a mindset and a lifestyle embodied by those who push their limits and hustle every day. Every drop is Essential, and every fruit-forward flavor is refreshing, functional and balanced. With an expansive portfolio of flavors and formats, from CELSIUS to Fizz-Free to On The Go powders, CELSIUS is the perfect pick-me-up to help individuals LIVE FIT every day.