Sr. Director, Brand PR

Requirements
15+ years of progressive experience in consumer/brand PR and earned media, with significant leadership responsibility.
CPG experience required; beverage strongly preferred
In-house experience required, including building or scaling internal functions, teams, and operating processes (not solely agency background).
Strong track record leading consumer PR programs that span culture, partnerships, experiential moments, and product/innovation storytelling.
Experience leading agencies and external partners with clear governance, high standards, and strong performance management.
Proven ability to influence senior marketing stakeholders through trust, strong judgment, and effective cross-functional partnership.
AI fluency required: ability to explain and implement how AI improves strategic planning, analysis, content creation, governance, and insights.

Core Competencies

Consumer-first earned media strategy and proactive story generation
Excellent editorial standards and messaging discipline
Team leadership, coaching, and operational rigor
High-speed execution with strong judgment and prioritization
Cross-functional partnership and stakeholder management
Measurement mindset focused on impact and outcomes
Applied AI workflows for productivity and quality
Key Responsibilities

Portfolio Brand PR Strategy & Planning

Own the U.S. Brand PR strategy across CELSIUS, Alani Nu, and Rockstar Energy, ensuring PR meaningfully advances each brand’s strategy and marketing priorities.
Build annual/quarterly PR roadmaps and integrated calendars aligned to marketing tentpoles, innovation, partnerships, experiential activations, and cultural moments.
Create and drive proactive story pipelines that build sustained earned visibility and consumer interest throughout the year.
Establish narrative guardrails, message frameworks, and quality standards that improve consistency, accuracy, and brand-appropriate tone across earned media.
Leadership of Specialists + Program Operations

Lead, coach, and develop a Brand PR specialist team spanning key practice areas (e.g., Sports/Athletes, Entertainment/Culture, Product/Innovation).
Hire for open roles and build a high-performance culture rooted in urgency, strong judgment, accountability, and exceptional quality.
Direct work allocation across specialists and partners to maximize speed, consistency, and output, ensuring clear briefs, tight feedback loops, and strong editorial rigor.
Build operating rhythms and program discipline (planning cadence, workflow management, approvals, and delivery standards).

Partner & Budget Management; External Service Provider Leadership

Own Brand PR budget management; drive disciplined allocation decisions and strong ROI orientation.
Define expectations, working standards, and performance oversight for outside partners (primarily PR agencies), ensuring strong strategic alignment, clear roles, and consistently high-quality deliverables.
Create governance that improves clarity and execution: scopes, briefing discipline, deliverable standards, approvals, and measurement expectations.

Influencer Earned Amplification

Partner closely with the influencer/brand partner function to maximize marketing ROI through earned media and PR amplification.
Drive PR storytelling and coverage opportunities tied to influencer/creator relationships and brand partnerships, ensuring these programs translate into credible buzz and positive consumer word-of-mouth.

Senior Cross-Functional Partnership

Serve as the senior PR counselor and day-to-day partner to the heads of Brand Marketing for each brand and to the Chief Brand Officer.
Partner closely with Sports & Entertainment / College & Field Marketing leadership to activate programs and convert investments into earned impact.
Bring confident, solutions-oriented PR leadership to planning discussions offering strategic counsel, best practices, and clear recommendations that help marketing teams maximize the effectiveness of PR.

Crisis Readiness & Brand Issues Support

Sit on the crisis response team and partner closely with the Issues & Reputation Management communications leader and cross-functional stakeholders (Legal, Marketing, Operations, Sales, etc.).
Support readiness and response for consumer-facing brand issues (e.g., misinformation, partner/athlete-related controversy, product perception issues), ensuring fast alignment and clear, responsible communications.
AI-Enabled PR Operations (Required)

Embed AI tools into PR planning, analysis, monitoring, content development, governance, and insights, translating fluency into practical workflows.
Set standards for responsible, effective AI use that improves speed, consistency, and quality while strengthening measurement and learning.
Train and enable the team to adopt AI-enabled ways of working, improving overall program efficiency and output.

Benefits
Comprehensive Medical, Dental & Vision benefits
Long- and short-term disability
Life insurance
10 Vacation days per year subject to accrual policy
11 Company paid holidays
401(k) with Company match
Identity theft and legal services