Director, Brand Commercial Strategy & Go-to-Market

Celsius•Boca Raton, FL

2d•Onsite

About The Position

The Director, Brand Commercial Strategy & Go-to-Market, serves as the commercial leader for the assigned brand, responsible for translating brand strategy into winning go-to-market plans that drive profitable growth across all retail channels and customers. Serving as the critical bridge between Brand Marketing and the Commercial organization, this role ensures strategic brand priorities, innovation, consumer insights, and marketing investments are converted into compelling customer strategies, field sales plans, and flawless marketplace execution. As a fully integrated member of the Brand Marketing, Innovation, Brand Activation, Consumer Insights, and Commercial Leadership teams, the Director brings the voice of the customer, retailer, distributor, shopper, and field sales organization into the brand planning process while ensuring commercial priorities are embedded throughout the brand lifecycle. The Director owns end-to-end commercialization for the assigned brand—from annual commercial planning and innovation go-to-market strategy to customer sell-in, activation, and post-launch optimization. This includes leading monthly commercialization work-back planning that aligns cross-functional teams around 90–180-day customer selling priorities and 30–60-day activation and execution milestones, ensuring organizational readiness and flawless execution across every stage of commercialization. Success in this role requires exceptional cross-functional leadership, partnering closely with Brand Marketing, Innovation, Field Sales, Key Accounts, Pepsi/Distributors, Revenue Growth Management, Consumer Insights, Finance, Operations, Supply Chain, and Demand Planning to align strategic priorities with operational readiness and marketplace execution. The Director also leads and develops a Brand Commercial Manager, building organizational capability while fostering a high-performing, collaborative team focused on commercial excellence, accountability, and continuous improvement. The ideal candidate is a strategic, highly collaborative leader who thrives at the intersection of Brand, Commercial, and Operations, with the ability to translate complex business strategies into actionable go-to-market plans that accelerate brand growth, strengthen customer partnerships, and deliver exceptional execution in market.

Requirements

Bachelor’s degree in marketing, business, finance, or a related field required; MBA preferred.
10+ years of progressive CPG experience, with beverage experience strongly preferred.
Experience across commercialization, brand marketing, category planning, channel marketing, customer development, field sales, account management, or a related commercial function.
Demonstrated experience translating brand strategies into executable customer and channel plans.
Strong understanding of U.S. retail and foodservice channels, shopper behavior, customer economics, and competitive dynamics within the energy or functional beverage category.
Proven experience leading large, cross-functional initiatives and managing complex commercialization timelines.
Previous people-management experience strongly preferred.
Demonstrated ability to coach, develop, and motivate high-performing associates.
Experience leading innovation go-to-market planning and customer sell-in strategies.
Strong proficiency with syndicated data platforms such as Circana or Nielsen, customer POS data, and retail execution reporting.
Strong financial and analytical capabilities, with the ability to connect commercial actions to volume, revenue, margin, and return on investment.
Exceptional written, verbal, presentation, and commercial storytelling skills.
Strong executive presence and the ability to influence senior stakeholders without direct authority.
Highly effective project-management, prioritization, and organizational skills.
Strategic thinker with a hands-on, execution-oriented mindset.
Comfortable working in a fast-paced, highly collaborative, and entrepreneurial environment.
Willing and able to travel up to 20%.

Responsibilities

Translate brand strategy, consumer insights, innovation plans, and marketing investments into actionable go-to-market strategies that drive profitable growth.
Partner with Brand, Innovation, Insights, Activation, Field Sales, and Key Accounts to ensure plans are customer-relevant, channel-specific, and executable.
Define the commercial narrative, selling strategy, channel priorities, assortment recommendations, and execution expectations for annual brand priorities.
Own the monthly commercialization work-back calendar, aligning cross-functional teams on decisions, deliverables, dependencies, and milestones.
Lead the 90–180-day selling horizon, including customer sell-in, innovation presentations, assortment recommendations, distribution targets, and account planning.
Lead the 30–60-day activation horizon, ensuring field communication, inventory readiness, merchandising, displays, point-of-sale materials, and execution standards are in place.
Lead commercialization and go-to-market planning for innovation launches, renovations, line extensions, campaigns, sponsorships, and major brand initiatives.
Develop channel-specific strategies that align brand priorities with shopper behavior, customer needs, competitive dynamics, assortment, distribution, and activation opportunities.
Partner with Field Sales, Key Accounts, and Pepsi/distributor teams to tailor customer plans, then use post-launch performance and feedback to optimize future strategies.
Convert brand strategies into customer-specific growth plans and compelling selling stories grounded in consumer, shopper, category, innovation, and financial insights.
Lead commercialization playbooks, sell-in materials, execution guides, customer presentations, training, and field communications.
Equip Sales and distributor teams to execute brand priorities, launch timing, customer opportunities, and retail standards across JBPs, roadshows, and other commercial forums.
Serve as the central commercial connector across Brand, Innovation, Sales, Key Accounts, Insights, RGM, Finance, Operations, Demand Planning, and Pepsi/distributors.
Partner with Operations and Supply Chain to align production timing, inventory, capacity, packaging, warehouse deployment, customer delivery, demand assumptions, and launch phasing.
Lead cross-functional forums to resolve risks, confirm readiness, and ensure commercial commitments are financially sound, operationally feasible, and properly resourced.
Establish and monitor commercial KPIs across revenue, distribution, velocity, availability, share, activation, assortment, and retail execution.
Lead business reviews with Brand and Commercial leadership, translating performance, risks, and opportunities into timely course corrections.
Lead, coach, and develop the Brand Commercial Manager while building a high-performance culture grounded in accountability, collaboration, agility, and execution excellence.