Brand Manager, Rockstar Energy Drink Canada

About Rockstar Energy Drink

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.

Rockstar Energy Drink is an iconic energy brand with a bold identity and deep roots in music, action sports and culture. Built for consumers who pursue their passions and live life on their own terms, Rockstar has a powerful foundation and a significant opportunity to re-establish its relevance with a new generation of Canadian consumers.

As Rockstar enters a defining stage of transformation and growth in Canada, we are building a high-performing local team to shape its next chapter. 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 lead the revitalization of Rockstar Energy Drink in Canada. Reporting to the Head of Marketing, Canada, the Brand Manager will serve as the strategic and commercial lead for Rockstar in the Canadian market. You will develop the annual brand strategy, strengthen the brand’s positioning and shape how Rockstar connects with Canadian consumers through music, action sports, entertainment and culture.

You will lead integrated campaigns, portfolio strategy, innovation launches and high-impact partnerships while working 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 Rockstar’s broader brand direction into locally relevant programs that build cultural credibility and commercial momentum.

This role offers a rare combination of brand transformation, cultural relevance and commercial leadership, with the opportunity to modernize an iconic brand and define its next era of growth in Canada.

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

What You’ll Own

- Develop and lead the Rockstar Canada brand strategy and annual marketing plan in partnership with the Head of Marketing.
- Define a clear and differentiated role for Rockstar within the Canadian energy category and the broader Celsius Holdings portfolio.
- Translate global brand direction and creative platforms into bold, locally relevant campaigns and consumer experiences.
- Lead the continued evolution and revitalization of Rockstar’s positioning, identity and relevance with Canadian consumers.
- Lead integrated planning across paid, owned, earned, retail, shopper, social, influencer, PR, sponsorship and experiential channels.
- Develop culturally credible partnership and activation strategies across music, festivals, action sports, motorsports, entertainment and other relevant passion points.
- Evaluate sponsorship and partnership opportunities based on strategic fit, consumer relevance, reach, activation potential and expected business impact.
- Build integrated activation plans that extend partnerships beyond the event itself through content, media,



retail programming, creators, hospitality and consumer engagement.
- Lead Canadian input into the Rockstar innovation and portfolio strategy, including permanent innovation, limited-time offerings, packaging changes and assortment priorities.
- Own go-to-market planning for priority innovation and brand initiatives, ensuring strong alignment across marketing, commercial, retail and field execution.
- Partner with Field Marketing, Social Media and agency teams to deliver connected programs that build awareness, consideration, trial and repeat purchase.
- Work closely with PepsiCo Canada, Sales, Commercial Strategy, Insights, Finance, Supply Chain and Operations to connect brand strategy with strong distribution, visibility and retail execution.
- Support customer and retailer presentations by developing compelling brand stories, innovation plans and marketing programs that build confidence in Rockstar’s growth potential.
- Manage the Rockstar Canada brand budget and recommend investment priorities to maximize brand 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 Rockstar’s distinctive brand identity and ensure consistent, high-quality execution 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 strengthens Rockstar’s relevance, consideration, trial and sustained growth in Canada.
- Establish a clear and differentiated position for Rockstar within the Canadian energy category.
- Reconnect Rockstar with consumers through credible participation in music, action sports, entertainment and culture.
- Build distinctive partnerships and experiences that generate awareness, conversation and consumer demand.
- Successfully launch priority innovation with strong retailer, distributor and consumer support.
- Improve portfolio productivity by focusing investment and resources behind the products and programs with the greatest growth potential.
- Translate brand momentum into stronger distribution, retail velocity and market share.
- Build an integrated sponsorship platform that creates value across consumer, media, experiential and commercial channels.
- Establish Rockstar 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, entertainment, sport, lifestyle or another consumer-led category.
- A strong track record of developing brand strategies, annual plans,



integrated campaigns and product launches.
- Experience evolving, repositioning or revitalizing an established consumer brand.
- Strong cultural fluency and an understanding of the passion points, communities and platforms shaping younger adult consumers.
- Experience developing partnerships, sponsorships or activations across music, festivals, action sports, motorsports, entertainment or culture.
- The ability to evaluate sponsorship opportunities strategically and translate partnerships into integrated consumer and commercial programs.
- Strong commercial and financial acumen, with the ability to translate consumer and business insights into action.
- Experience with portfolio strategy, innovation planning and assortment prioritization.
- 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, campaign measurement, sponsorship evaluation 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 regularly within Canada and occasionally to the United States.
- A bachelor’s degree in marketing, business, communications or a related field.

Considered an Asset

- Experience in the Canadian beverage or energy category.
- Experience working with music, entertainment, sports or experiential properties.
- Experience managing large-scale sponsorships, festivals or consumer activations.
- Experience working within a global or matrixed organization.
- Experience working with a distribution partner or within a distributed beverage business.
- Robust knowledge of the Canadian consumer, cultural, media and retail landscape.
- French-language proficiency.

Why Join Celsius Holdings? Rockstar is entering an important new chapter in Canada, with a powerful legacy and significant opportunity ahead.

This role offers the chance to:

- Shape the future of an iconic global energy brand in the Canadian market.
- Lead the revitalization of Rockstar’s Canadian brand strategy and consumer positioning.
- Build a focused Canadian playbook grounded in music, action sports, entertainment and culture.
- Influence both long-term brand strategy and in-market commercial 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 transform an established brand and make it relevant to a new generation, this is a rare opportunity to define what Rockstar Energy Drink becomes next in Canada.

📌 Brand Manager, Rockstar Energy Drink Canada
🏢 Celsius]
📍 Canada