CELH 93.02 +4.11 +4.62%
Board of Directors – Celsius Holdings, Inc.
Board Of Directors2021-08-24T15:48:51-04:00



With an extensive consumer goods background, John Fieldly, is a results-driven executive with over 20 years of broad financial and operational experience. In April of 2018, Fieldly was named Celsius Holdings Inc.’s CEO. Prior to that, he served as the company’s CFO since 2012. Since beginning his accelerated career at (NASDAQ: CELH), John has demonstrated a proven track record of driving robust business results and shareholder value. In his current role as CEO, Fieldly uses his strong background in financial leadership and operational expertise to focus on to maximize resources to drive revenue, corporate efficiencies, and shareholder value.


Over the course of his career, Hal Kravitz has been recognized as a transformative business leader in the beverage and CPG industries. Having spent 30 years in the Coca-Cola System including roles in general and revenue management, strategy, operations marketing, and sales, Hal brings a breadth of business and industry knowledge. Leveraging his BBA in accounting from the University of Georgia, Hal began his career with Coca-Cola in 1983. In 2001, Hal was named Vice President and General Manager of Coca-Cola Enterprises operations. After seven successful years at CCE, Hal came back to the Coca-Cola Company to become President of Coca-Cola North America’s acquired Glaceau division where he led its operations including oversight of Vitaminwater, Smartwater, Powerade, and Fuze.  After stepping down in 2013, Hal became a founding member of Intercontinental Beverage Capital, a merchant bank. Hal has spent the last six years of his career helping emerging beverage brands drive growth and profitability. Hal recently served as CEO and Board member of AQUAhydrate, a premium bottled water company. Hal currently serves as Chairman, Board of Directors and President of Certified Management Group and as Chairman of the Board, Hoist, Inc.


Cheryl currently serves as an Executive Strategic Advisor for JM Family Enterprises, a privately owned diversified automotive company, where she previously served as Executive Vice President and Chief Financial Officer. Cheryl has also previously served as President and Chief Executive Officer and held positions of Ex VP and Chief Financial Officer, Treasurer and VP of Investor Relations between 2010 and April 2021 with AutoNation Inc., a publicly traded Fortune 150 automotive retailer while also serving on their board from July 2019 to July 2020. In addition, since 2016, Cheryl has been serving as a director of Tyson Foods, Inc., one of the world’s largest public food companies where she is a member of Tyson’s Audit and Compensation & Leadership Development committees.

A native of Puerto Rico and resident of Florida, Cheryl holds a bachelor’s degree in finance and business administration from James Madison University and brings over 20 years of corporate finance experience in consumer-focused industries specializing in M&A, cybersecurity, e-commence and public company shareholder relations.


Ms. Levy began her career on the buy side in South Africa. Since moving to New York, she has analyzed consumer companies across sectors including soft drinks, alcoholic beverages, household/cosmetics/personal products and cannabis. Caroline is well-known and highly regarded within the institutional Investor community in North America and abroad. Most recently at Macquarie, Caroline covered both large and small cap beverage companies. Prior to this, she spent eight years as a managing director and senior analyst at CLSA. This followed a decade at UBS, where Caroline headed the US consumer research team, while also holding the position of COO for all research and Chair of the Investment Review Committee. In addition, she brings extensive expertise on Asian markets from her eight years with a leading Asian research firm. Caroline has made numerous media appearances including CNBC’s “Mad Money with Jim Cramer” and Bloomberg. Additionally, she has been recognized multiple times including, “The Institutional Investor All Star survey” and “The Wall Street Journal analyst rankings”, for stock picking and earnings accuracy.


Damon currently serves as a board member of MacPherson’s, the largest employee-owned distributor of creative materials and art supplies in North America. His corporate business interests continue with ownership, direct investment, and board membership in a variety of private businesses in the hospitality, financial services, automotive, spirits and cannabis industries. Previously, Damon served as Chief Executive Officer of Rexall Sundown Nutritional Company, a former Nasdaq 100 company until 2001 as well as a board member of the company. Rexall Sundown was in the business of developing, manufacturing, packaging, marketing, and distributing nutritional products of over 2800 SKUs to wholesalers, distributors, retailers in the US and worldwide.

Damon is the son of Carl DeSantis, one of the principal shareholders of Celsius and he and his family live in Plantation Florida.


Joyce currently serves as President of the Adecco Group U.S. Foundation, which is focused on up/re-skilling American workers and helping to ensure work equality for all. The Foundation was formed in 2019 and Joyce was appointed its first President. She previously served as President of Adecco Staffing US from 2004 to 2018, an affiliate of the Swiss public company Adecco Group  AG, a Fortune Global 500 company, and she brings over 34 years of experience specializing in human resources. Joyce is a panelist and participates at the World Economic Forum in Davos and Fortune’s Most Powerful Women Summits and serves as Chairperson of the Board of Directors of the American Staffing Association.

Joyce and her family reside in Vero Beach, Florida, and holds a Bachelor of Arts degree in business and communications from Baylor University.

The Board has eliminated the Co-Chair BOD structure, with President and CEO, John Fieldly, serving as the Chairman of the Board. In addition, Hal Kravitz has been named independent lead director.   With these changes, Tony Lau will step down as co-chair and remain a board member.

Carl DeSantis, Chairman CDS International Holdings, Inc. added, “It brings me great pleasure to see the continuing evolution of Celsius, not only in terms of sales growth and the opportunity in front of the company, but also the commitment to always challenge themselves to be at the forefront of corporate governance improvements. In conjunction with the future growth expectations and opportunity the company has in front of them, it provides great confidence to my long-term commitment and support.


Mr. Castaldo joined the Board in March 2013. His career spans over 30 years in consumer businesses in the food and beverage industry with executive positions in public and private companies, multi-nationals and start-ups. He is an Equity Partner and Advisory Board member of Lime Fresh Mexican Grill, a fast-casual Mexican restaurant chain and served as the company’s CMO for 2 years. Mr. Castaldo was an Equity Partner and member of the founding management team of Anthony’s Coal Fired Pizza, a casual dining restaurant chain, and served as President, Senior Vice-President/Chief Marketing Officer, and Board Member for 12 years. He served for 8 years as President of Pollo Tropical, a Miami-based fast casual restaurant chain. He has held senior Marketing positions at Denny’s, CitiCorp Savings and Burger King. He is an Adjunct Professor at the H. Wayne Huizenga College of Business and Entrepreneurship at Nova Southeastern University teaching courses in Marketing and Entrepreneurship and earned a MBA from Harvard University.


Tony Lau joined our board of directors in April 2018. Mr. Lau is an investor and director of consumer and retail investments at Horizons Ventures, Limited (“Horizons Ventures”), a Hong Kong based private investment fund, with whom he has been affiliated since 2014. Mr. Lau also manages China businesses and expansion for Horizons portfolio companies. Prior to Horizons, Mr. Lau was an investment banker with Goldman Sachs, specializing in technology, media and telecommunications investment. Mr. Lau currently serves on the board of directors of ChromaDex Corp. (Nasdaq: CDXC), a patented and proprietary ingredient technologies company. Mr. Lau earned a B.A. in Economics and Finance from Peking University and is currently pursuing the Business Scholars Program (DBA) degree at the Cheung Kong Graduate School of Business (CKGSB).  The Company believes Mr. Lau is qualified to serve on the board of directors due to his extensive and unique business background.


Alexandre joined Red Bull in 2005 as Head of National Sales and Distribution of Brazil, before transitioning in 2008 to Head of Sales, overseeing Brazil, Canada, and Latin America territories. In 2011, Alexandre moved to the United States as Vice President of Customer Profitability Management and On-Premise. Shortly thereafter, he was promoted to President of Red Bull Distribution Company (RBDC), developing the business exponentially through incremental growth, sustaining profitability, and expanding the warehouse base from 34 to 99 facilities in seven years. From 2019 to Jan 2021, Alexandre has held dual roles as President of RBDC and Executive Vice President of Sales.

Prior to Red Bull, Alexandre spent nine years working at Coca-Cola Bottlers in Brazil, holding several positions across multiple departments, inclusive of Sales, Marketing, Merchandising, Distribution, Logistics, and Sales Intelligence. Before joining Coca-Cola Bottlers, he was a trainee at Banco do Brazil.

Recognized as an exceptional leader and motivator, Alexandre has a strong reputation for creating environments for success, cultivating high performing teams, and aligning people and resources to drive unparalleled growth. His vast experience and knowledge is demonstrated through his ability to provide impactful influence and innovative contributions to the industry, as well as organizational restructuring, go-to-market strategy, efficient processes, people empowerment, and a committed focus on sustainable results. Through his global expertise and perspective, Alexandre possesses the fundamental skills and insights required to communicate effectively and manage key stakeholders across the globe by virtue of his devoted work ethic, adaptability to change, unwavering integrity, and commitment to excellence and success.

  • Cheryl Miller, Chair
  • Caroline Levy
  • Tony Lau
  • Joyce Russell
  • Joyce Russell, Chair
  • Hal Kravitz
  • Nick Castaldo
  • Alexandre Ruberti
  • Damon DeSantis, Co-Chair
  • Tony Lau, Co-Chair
  • Nicholas Castaldo
  • Cheryl Miller
  • Caroline Levy