Celsius bolsters C-suite with brand and creative officer roles

Food Dive reported the development on 2025-09-08. The energy drink maker's CEO said the appointments will help grow its namesake beverage, plus the recently acquired Alani Nu and Rockstar, "from big brands into mega brands.".

The report places the news in a wider commercial context. 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.

For the food sector, the practical implications extend beyond the immediate announcement. 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. 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.

Attention now turns to how companies, customers and regulators respond. 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.