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The Pepsification of Celsius Holdings advanced further today with announcement that Rishi Daing, a longtime colleague of prexy/COO Eric Hanson, had been enlisted as CMO. Daing, who spent 16 years at PEP before heading off to roles at Firestone & Roberts Distilling, Indian giant Tata and Whole Earth Brands, is coming off stint at Mark Anthony Brands overseeing launch of Mas+ by Messi sports drink, a run that didn't quite extend to 2 years. Reporting to prexy/COO Hanson, who joined CELH in Mar after 28 yrs at PEP, Daing will oversee newly constituted market leadership team comprised of former CMO Kyle Watson, whose efforts brought Celsius energy brand to #3 spot in US but who now pivots to chief brand officer, and JoBeth Fink, who came over with recent acquisition of Alani Nu brand and now will serve as chief creative officer. Daing steps into CMO role that now must steward full portfolio of complementary - some would say somewhat overlapping - brands with pickups first of Alani Nu from Congo Brands and lately Rockstar Energy from strategic partner PepsiCo. Hanson hailed Daing as "a transformational leader with a proven track record of building and scaling iconic brands." It's too early to say whether Mas+ by Messi will eventually qualify as iconic, tho so far it's been a slog in crowded category. It's also unclear immediately who'll take helm of effort operating under Next Generation Brands banner. On LinkedIn this past weekend, Daing bid adieu to "assignment of a lifetime," tho he wasn't ready to say where he was headed. In his post he described Messi effort as "a privilege, and an incredible journey of perseverance and grit."The marketing shift would mark a nominal demotion for Watson, who gets credit for mustering the marketing that helped brand ignite to #3 spot via development of its Live Fit mantra and launch of Vibe extensions that helped move Celsius brand in more lifestyle direction. She'd come to Celsius in 2019 after 4-yr run at organic energy brand Hiball, starting as vp marketing but winning promotion to evp marketing and then CMO in Mar 2024 as brand ignited under her marketing leadership. Still, she has broader palette upon which to paint now, with her chief brand officer duties listed in announcement as "stewarding brand equity, driving consistency across marketing, advertising and communications, and deepening consumer loyalty across the portfolio."As for Fink, she was 5-yr vet of Congo Brands who worked on both its Prime Hydration and Alani Nu Energy marques, the latter turning heads for its ability to definitively crack code on drawing female consumers to energy segment that had long been a male bastion. While at Congo she also had digression managing Lunchly collab that sought to get a second wind for declining Prime. Announcement lists her new role as to "oversee the Celsius Holdings Brand Studio and lead the company's creative vision, ensuring bold, consumer-first design and messaging across platforms."Other Moves: White to AI UltraDope; Kennedy Gets Permanent CEO Job at Caribou Coffee The well-traveled energy exec Jeff White has rejoined his old boss Jack Owoc at newly revamped AI UltraDope energy play, coming off coupla years working Alani and Prime brands for Congo Brands. He'd worked for the Bang founder at VPX back in Redline days with other career stops at brands like Uptime . . . Longtime Target exec Scott Kennedy has been promoted from interim CEO at Caribou Coffee to prexy/CEO at time coffee chain is back in expansion mode, aiming to open 37 new locations this year, per trade reports. He'd joined as CFO in 2019. The 800-unit chain operates as part of Panera Brands alongside Panera Bread and Einstein Bros Bagels.

PEOPLE: Celsius Recruits Mas+ by Messi Honcho Daing as CMO; Continues Pepsification of Energy Juggernaut + Other Moves: AI UltraDope Energy, Caribou Coffee

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