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Celsius Holdings, Inc. has announced a significant refresh of its Board of Directors with the appointment of two senior executives from PepsiCo, Inc. effectively immediately. Christy Jacoby and John Short have joined the board, replacing outgoing members Israel Kontorovsky and Michael Del Pozzo.

The appointments exercise PepsiCo’s right to nominate two directors as part of its strategic equity investment in the energy drink company. The selection of these specific executives, holding high-level financial and partnership roles within PepsiCo, signals a move to inject greater operational rigour and distribution expertise into Celsius's governance structure as it continues its rapid scaling.

Strengthening the Strategic Alliance

John Fieldly, Chairman and CEO of Celsius Holdings, framed the transition as a pivot toward sustainable, disciplined growth.

“As we continue to scale with discipline, operating rigour, and portfolio clarity, we believe Christy and John bring highly relevant expertise that will further strengthen our Board and support our long-term value creation strategy,” Fieldly stated.

Executive Profiles: Finance and Distribution

The new appointees bring over 50 years of combined experience at the highest levels of the beverage industry, covering critical areas of need for a high-growth brand like Celsius.

Christy Jacoby: Financial Strategy & Operations Jacoby currently serves as Senior Vice President and Chief Financial Officer of PepsiCo North America Operations. In this capacity, she oversees the financial strategy for PepsiCo’s massive $40 billion foods and beverages business, including Frito Lay and Pepsi Beverages. Her background encompasses supply chain finance, revenue management, and go-to-market strategy—skills essential for Celsius as it navigates complex supply chain scaling.

John Short: Strategic Partnerships & Bottler Relations Short serves as PepsiCo’s Senior Vice President of Strategic Partnerships & Franchise. His expertise is directly relevant to Celsius’s distribution model, as he leads PepsiCo’s allied beverage partnerships, M&A activity, and independent bottler relations. His insight will be crucial in optimising the distribution friction often faced by allied brands within the PepsiCo network.

Governance Context

These nominations fulfil the contractual agreement connected to PepsiCo's equity stake in Celsius. The prompt replacement of the outgoing directors ensures that the strategic alignment between the two companies remains a priority at the board level, particularly regarding channel leadership and commercial strategy.