Dive Brief:
- Celsius Holdings created the roles of chief brand officer and chief creative officer as the energy drink company looks to accelerate its growth.
- Kyle Watson, previously the company’s chief marketing officer, will be responsible for overseeing brand equity, marketing and deepening consumer loyalty across the portfolio. JoBeth Fink will oversee Celsius’ creative vision. Fink joined Celsius as part of its recent purchase of Alani Nu.
- Celsius also named Rishi Daing as chief marketing officer. He has more than two decades of global marketing and commercial leadership experience, including senior roles at PepsiCo and Mark Anthony Brands.
Dive Insight:
Just a year ago, Celsius’ portfolio consisted predominantly of its namesake beverage, which generated $1.36 billion in revenue, up sharply from $17 million in 2015. During the past eight months, the Florida-based company has purchased rival Alani Nu for $1.8 billion and recently added Rockstar to the mix as part of a deal announced last month with PepsiCo.
The transaction included PepsiCo upping its stake in Celsius to 11% while the beverage giant agreed to incorporate Alani Nu into its distribution system in the U.S. and Canada.
Celsius now possesses a portfolio that will require more attention to grow sales and recognition. The brands also appeal to different audiences, which will increase demand for marketing and brand expertise.
Celsius is popular with consumers seeking better-for-you energy drinks. The male-focused Rockstar resonates with consumers who prefer classic flavors and formats, while Alani Nu goes primarily after female energy drinkers.
"These appointments reflect our commitment to building a world-class marketing organization capable of scaling our brands from big brands into mega brands," John Fieldly, Celsius’ CEO, said in a statement. "With Rishi, Kyle, JoBeth, and our strong leadership bench, we are creating a marketing powerhouse that positions us to be a leading, global, functional beverage portfolio company and deliver long-term value for our shareholders."
