Celsius Holdings, Inc. has announced a series of senior executive appointments and leadership changes aimed at aligning its commercial structure with its multi-brand energy portfolio strategy.
As part of the operational restructuring, Tyler Bohannon has been appointed Chief Commercial Officer, effective 10 August 2026. Concurrently, former Chief Customer Officer Tony Guilfoyle has transitioned into the newly created position of Chief Business Transformation Officer, while President and Chief Operating Officer Eric Hanson has departed the enterprise.
Executive Appointments and Leadership Transitions
The executive restructuring realigns direct management responsibilities across commercial operations, direct-store-delivery (DSD) networks, and enterprise technology integration.
Key management shifts across the business include:
👔 Chief Commercial Officer: Tyler Bohannon assumes oversight of commercial strategy, field sales, key retailer accounts, revenue growth management, and DSD operations across the company's brand portfolio.
🤖 Chief Business Transformation Officer: Tony Guilfoyle steps into a newly established role directing enterprise-wide execution, operational efficiency initiatives, artificial intelligence adoption, and cross-functional integration.
🚪 Executive Departure: Eric Hanson leaves his position as President and Chief Operating Officer, having served in the role since early 2025 to manage strategic partnerships and brand acquisition integrations.
John Fieldly, Chairman and Chief Executive Officer of Celsius Holdings, stated that the leadership updates reflect the evolving operational priorities of the business, strengthening commercial capabilities and enterprise execution across its portfolio.
Operational Focus
The commercial adjustments follow a period of expanded distribution and brand integration for the business, including ongoing strategic alignment with distribution partner PepsiCo and the operational integration of the Alani Nu and Rockstar Energy portfolios.
Bohannon, who previously served as Executive Vice President of North American Sales, played a key role in deepening the company's relationship with PepsiCo while overseeing field sales teams. In his new capacity as CCO, he will manage revenue growth strategies across physical retail, digital channels, and national accounts.
In the newly created transformation role, Guilfoyle will focus on scaling internal capabilities, refining operational processes, and accelerating technology and AI integration to support multi-brand portfolio management.
Executive Backgrounds
Both appointed executives bring extensive commercial and sales management experience within the functional beverage and soft drinks sectors:
Tyler Bohannon: Brings more than two decades of beverage industry experience. Prior to his tenure at Celsius Holdings as EVP of Field Sales and EVP of North American Sales, Bohannon held senior leadership positions at PepsiCo, Nestlé Waters, Coors Brewing, and Rockstar Energy.
Tony Guilfoyle: Joined Celsius Holdings in 2020 after serving as EVP of Sales at Rockstar Energy Drink for more than ten years. He previously served as Chief Commercial Officer from 2024 and Chief Customer Officer from February 2026, building the enterprise's commercial field infrastructure.
The executive transition comes as Celsius Holdings continues to focus on operational execution, retail footprint expansion, and DSD distribution efficiency across North American and international markets.
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