About Alani Nu

Celsius Holdings is a global, fast-growing consumer packaged goods company redefining the energy drink category. Our portfolio includes CELSIUS®, Alani Nu® and Rockstar®, each serving distinct consumer needs across lifestyle energy, wellness and performance.

Alani Nu is a bold, personality-led lifestyle brand known for distinctive flavours, vibrant creative and strong consumer connection. The brand brings an energetic and culturally relevant perspective to the category, creating products and experiences that resonate with the next generation of energy consumers.

As Alani Nu enters an important stage of growth in Canada, we are building a high-performing local team to establish its Canadian identity and unlock its full potential. At Celsius Holdings, we foster a culture of ownership, inclusiveness and innovation, where employees are encouraged to think boldly, challenge the status quo and make a measurable impact.

The Opportunity

This is an opportunity to help write the Canadian growth story for Alani Nu. Reporting to the Head of Marketing, Canada, the Brand Manager will serve as the strategic and commercial lead for Alani Nu in Canada. You will develop the annual brand strategy, establish a distinctive position for the brand within the Canadian energy category and shape how Alani Nu connects with Canadian consumers.

You will lead integrated campaigns, flavour-led innovation launches and culturally relevant programs while partnering closely with Field Marketing, Social Media, Commercial, Insights, Innovation and agency teams. You will also collaborate with PepsiCo Canada and US and International stakeholders to translate the broader Alani Nu vision into locally relevant execution.

This role offers the opportunity to build the Canadian brand playbook during a formative stage of growth, combining brand building, cultural relevance and commercial impact.

Work Model: Remote, with occasional travel across Canada and the United States

What You’ll Own

- Develop and lead the Alani Nu Canada brand strategy and annual marketing plan in partnership with the Head of Marketing.
- Establish a clear and differentiated role for Alani Nu within the Canadian energy category and the broader Celsius Holdings portfolio.
- Translate global brand direction, positioning and creative platforms into bold, locally relevant campaigns and consumer programs.
- Lead integrated planning across paid, owned, earned, retail, shopper, social, influencer, creator, PR and experiential channels.
- Build a strong Canadian consumer community through distinctive content, creator relationships, partnerships and real-world brand experiences.
- Lead Canadian brand input into the Alani Nu innovation pipeline and own go-to-market planning for permanent innovation, seasonal launches and limited-time offerings.
- Develop partnership and activation strategies across lifestyle, wellness, beauty, fashion, entertainment,



campus and culturally relevant consumer occasions.
- Partner with Field Marketing, Social Media and agency teams to deliver connected programs that build awareness, trial, engagement and repeat purchase.
- Work closely with PepsiCo Canada, Sales, Commercial Strategy, Insights, Finance, Supply Chain and Operations to translate brand strategy and consumer demand into strong retail and commercial execution.
- Support customer and retailer presentations by developing compelling brand stories, innovation plans and marketing programs that build confidence in Alani Nu’s growth potential.
- Manage the Alani Nu Canada brand budget and recommend investment priorities to maximize consumer and business impact.
- Lead agency partners, campaign development, timelines, KPIs, performance reporting and post-program evaluation.
- Use consumer, cultural, category and commercial insights to identify growth opportunities and make clear, actionable recommendations.
- Protect Alani Nu’s distinctive brand voice, identity and positioning across every Canadian consumer touchpoint.
- Build strong alignment across Canadian, US and International teams while ensuring Canadian market needs and opportunities are represented.

What Success Looks Like

- Deliver an insight-led brand plan that accelerates awareness, trial, household penetration, repeat purchase and sustained growth.
- Establish a clear, differentiated and culturally relevant position for Alani Nu in the Canadian energy category.
- Build a highly engaged Canadian consumer community and strengthen brand affinity across social, creator and experiential channels.
- Launch permanent innovation, seasonal programs and limited-time offerings with strong retailer, distributor and consumer support.
- Create distinctive, personality-rich campaigns and partnerships that generate conversation, consumer excitement and demand.
- Translate consumer momentum into stronger distribution, retail velocity and market share.
- Focus investment against the opportunities with the greatest potential to strengthen brand equity and deliver measurable returns.
- Establish Alani Nu Canada as a strong and influential partner within the broader organization.

What You Bring

- Five or more years of progressive brand marketing experience within consumer packaged goods, beverages, lifestyle, wellness, beauty, fashion or another consumer-led category.
- A strong track record of developing brand strategies, annual plans, integrated campaigns and product launches.




- Strong cultural and consumer fluency, with an understanding of the trends, communities and platforms shaping Gen Z and millennial behaviour.
- Experience developing social-first campaigns, creator or influencer partnerships and community-led brand programs.
- A strong instinct for brand voice, visual identity and culturally relevant storytelling.
- Strong commercial and financial acumen, with the ability to translate consumer and business insights into action.
- Experience partnering with sales teams, distributors, retailers or customer marketing organizations.
- Experience managing agencies, budgets and complex cross-functional projects.
- A strong understanding of consumer insights, portfolio management, innovation, campaign measurement and performance reporting.
- Excellent communication, presentation, influencing and stakeholder-management skills.
- The confidence to challenge thinking, make decisions and move quickly in a fast-paced environment.
- The ability to balance strategic thinking, creative judgment and hands-on execution.
- Experience providing leadership, coaching or direction to teams and cross-functional partners.
- The ability to work independently in a remote environment while maintaining strong collaboration across functions and markets.
- Flexibility to travel within Canada and the United States.
- A bachelor’s degree in marketing, business, communications or a related field.

Considered an Asset

- Experience in the Canadian beverage, energy or broader lifestyle category.
- Experience building an emerging brand or establishing a current brand within a growth market.
- Experience working within a global or matrixed organization.
- Experience working with a distribution partner or within a distributed beverage business.
- Strong knowledge of the Canadian consumer, cultural, media and retail landscape.
- French-language proficiency.

Why Join Celsius Holdings? Alani Nu is at a pivotal stage in Canada, with significant opportunity still ahead.

This role offers the chance to:

- Shape the future of a globally recognized lifestyle brand in a high-growth market.
- Build, rather than simply inherit, the Canadian Alani Nu playbook.
- Establish a distinctive position and consumer community for the brand in Canada.
- Influence both long-term brand strategy and in-market execution.
- Lead high-profile campaigns, innovation launches and culturally relevant partnerships.
- Work directly with senior Canadian, US and International leaders.
- Operate with meaningful ownership, visibility and accountability.
- Grow alongside an organization that continues to scale and invest.
- For a brand leader who wants to build something distinctive, culturally relevant and commercially meaningful, this is a rare opportunity to define the next chapter of Alani Nu in Canada and leave a lasting mark on the Canadian business.

📌 Brand Manager, Alani Nu Canada
🏢 Celsius]
📍 Canada