As part of the changes Eric Hanson, President and Chief Operating Officer, has departed from the company.
Celsius Holdings’ EVP of North American Sales, Tyler Bohannon, has been appointed Chief Commercial Officer. He will lead key elements of the company’s commercial organisation and strategy, with responsibility for field sales, key retailer accounts, DSD operations and revenue growth management across the Company’s portfolio of brands.
The company said that Tony Guilfoyle, former Chief Customer Officer of Celsius Holdings, was appointed to the newly created role of Chief Business Transformation Officer, on July 1, 2026.
In this role he is leading initiatives focused on “strengthening cross-functional execution”, as well as advancing operational excellence, supporting AI adoption and building the capabilities needed to support Celsius Holdings’ continued growth.
“Together with our Board, we continue to take action to ensure our leadership structure evolves alongside the priorities and opportunities of the business,” said John Fieldly, Chairman and Chief Executive Officer of Celsius Holdings.
“Strengthening our commercial organisation and enterprise capabilities is an important part of our long-term strategy to grow our scaled portfolio of leading brands, and these actions have been evaluated and discussed over the past several months.”
Bohannon has served as EVP of North American Sales since February 2025. He has more than 20 years of experience in the beverage industry and previously served as Celsius Holdings’ Executive Vice President of Field Sales.
Prior to joining Celsius Holdings, he held key leadership roles at major beverage companies including Nestlé Waters, Coors Brewing, Rockstar Energy and PepsiCo, where he led DSD operations and eCommerce.
Guilfoyle previously served as Celsius Holdings’ Chief Commercial Officer from 2024 and from February 2026, as Chief Customer Officer, until his appointment to his new role in July 2026.
The news of the leadership changes comes as the energy drink maker cited SKU rationalisation and a pause in innovation during its Alani Nu and Rockstar integration for a shortfall in earnings.
