Celsius Holdings names new CCO and CBTO, president departs

Celsius Holdings, Inc. (NASDAQ: CELH) announced several leadership changes, including two new executive appointments and the departure of its president and chief operating officer.

Tyler Bohannon, previously EVP of North American Sales, was named Chief Commercial Officer effective Aug. 10, 2026. In the role, Bohannon will oversee field sales, key retailer accounts, DSD operations and revenue growth management. He has served in various sales leadership roles at the company since joining, and previously held positions at Nestlé Waters, Coors Brewing, Rockstar Energy and PepsiCo.

Tony Guilfoyle, who most recently served as Chief Customer Officer, was appointed to the newly created role of Chief Business Transformation Officer, effective July 1, 2026. Guilfoyle will lead enterprise-wide initiatives covering cross-functional execution, operational performance and AI adoption. He joined Celsius Holdings in 2020 after more than a decade as EVP of Sales at Rockstar Energy Drink.

Eric Hanson, who had served as President and Chief Operating Officer since early 2025, has departed the company. According to the press release, Hanson contributed to strategic partnerships and acquisition integration during his tenure.

"Strengthening our commercial organization 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," said John Fieldly, Chairman and Chief Executive Officer of Celsius Holdings.

Celsius Holdings owns the Celsius, Alani Nu and Rockstar Energy beverage brands.

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