Director, Brand PR - Boca Raton, FL

What You'll Do10

• Set U.S. Brand PR strategy for CELSIUS, Alani Nu and Rockstar Energy, tying earned media work to each brand's audience and marketing priorities.
• Build annual and quarterly roadmaps plus integrated calendars that track launches, partnerships, experiential activations and cultural moments, and keep a proactive story pipeline running all year.
• Write narrative guardrails and message frameworks that hold tone, accuracy and consistency steady across earned coverage.
• Coach and develop a team of Brand PR specialists, then direct work allocation across that team and agency partners.
• Establish operating rhythms for the function: planning cadence, approval paths, workflow management, reporting and delivery standards.
• Manage PR agency partners end to end, covering scopes, briefs, deliverables, performance review and return on spend.
• Convert brand moments, athlete and creator programs, sponsorships and events into press coverage and consumer word of mouth.
• Advise brand marketing, sports and entertainment, college marketing, legal, sales and operations teams, and translate PR activity into business impact senior stakeholders can read.
• Support the issues and reputation team when consumer-facing problems surface, including misinformation, partner controversy and product perception issues.
• Embed AI tools into planning, monitoring, measurement and content development, and train the team on those workflows.

Requirements9

• 12 or more years in consumer or brand PR and earned media, including meaningful leadership responsibility.
• In-house experience inside a corporate brand environment. Agency-only backgrounds do not meet this bar.
• A record of running consumer PR programs across culture press, partnerships, experiential work, social-first outlets and product storytelling.
• Direct experience managing PR agencies and outside partners, with governance and performance standards you set yourself.
• People management history that includes coaching and developing junior PR talent.
• Comfort presenting PR strategy, outcomes and impact to senior stakeholders.
• Judgment and relationship skills that let you influence marketing and brand leaders across functions.
• Working AI fluency: you can explain and implement how AI improves PR planning, analysis, monitoring, content, governance and measurement.
• Availability to work onsite at the Boca Raton, FL headquarters five days per week.

Preferred Qualifications3

• CPG background, strongly preferred
• Beverage category experience
• Agency-side experience on top of in-house work

Who Should Apply

Brand PR leaders with 12+ years in consumer earned media who have run programs inside a corporate brand and can also coach a specialist team. You bring CPG instincts, agency governance experience and genuine comfort with AI tools in daily PR work.

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