CELSIUS MANAGEMENT
CEO
He oversees the company’s finances, public reporting requirements and operations. His expertise stems from a strong background in financial leadership, public reporting requirements, operational process and procurement improvement strategies to maximize resources to drive revenue and operational efficiencies.
Prior to joining Celsius Holdings in 2012, Fieldly worked with Oragenics, Inc. (OGEN), the world leader in novel antibiotics against infectious disease and proprietary OTC probiotics, specifically designed to enhance oral health for humans and pets. There, Fieldly held responsibility over all aspects of Oragenic’s finance functions, including financial planning, public reporting requirements as well as optimizing operational efficiencies and implementing procurement strategies to maximize operations. He also led the consolidation of various systems reporting on sales, margin and inventory performance that were adopted by the entire organization as well as implementing and maintaining internal control compliance programs achieving SOX compliance.
Building upon his consumer and retailer experience, Mr. Fieldly has previously held the trade leadership role of managing five business units at Lebhar-Friedman – the B2B leading media and marketing company servicing the retail industry, foodservice, healthcare, and targeted consumer markets for more than 90 years. In that role, Fieldly was responsible for business planning, financial reporting, and overseeing financial operations.
Fieldy began his career in retail within the food/drug/mass (FDM) channel through various leadership roles with the Eckerd Corporation. His work included sales training, merchandising, impulse sales strategy and quality control. Fieldly supported the acquisition to CVS in 2004. At the time, Eckerd had more than 2,800 stores nationwide.
Mr. Fieldly is a Certified Public Accountant in Florida and a graduate of University of South Florida, where he earned his Bachelor of Science degree in Accounting.
CFO
Mr. Negron started his career in Public Accounting with tenure at KPMG-Peat Marwick. He has subsequently held Senior Management positions for World Class organizations such as: Frito-Lay, Energizer, Tyco/Covidien and Sodexo. Mr. Negron has held positions of increasing responsibility including Senior VP of Finance for a $600Million operation in the US and CFO for South America for a $1.2Billion operation with presence in 7 countries. Mr. Negron is Fully Bilingual in English & Spanish. He also has higher educational teaching experience at University of Phoenix.
He was selected to the Top 25 Hispanic Business Corporate Elite. Mr. Negron has also been active in community affairs providing assistance to the victims of the 2010 major earthquake in Chile and Coaching of junior sports such as Basketball & Baseball in his native Puerto Rico.
Mr. Negron earned a Bachelor of Science degree from Louisiana State University in Baton Rouge, LA with a major in Accounting. He is a member in good standing of the American Institute of Certified Public Accountants. He is also a member of the Florida Institute of CPAs and the Puerto Rico CPA society. He also holds a Masters of Business Administration from the Olin School of Business at Washington University in St. Louis, MO
EVP Marketing & Innovation
With expertise in both corporate and entrepreneurial environments, Walker has a proven track record of building a strong business infrastructure, while positioning brands to attract consumers and win at retail.
Before joining the Celsius team in early 2016, Walker served as Executive Vice President, Sales and Marketing of LaCroix Sparkling Water for National Beverage Corp., specifically creating and executing tactical business plans to revitalize the LaCroix brand. Under Walker’s leadership, LaCroix grew from a small regional brand into a major national brand, ranked number one in dollar share with 26% of the sparkling water segment (according to the Beverage Digest Fact Book, 2015), and sales of over $175m in reporting channels (according to SPINS). As a result, Vanessa was promoted from her original role as Senior Director of Strategic Brand Development, to EVP, Sales and Marketing, an entirely new division formed to support the rapid LaCroix brand growth, which Walker led for eight years, while overseeing all aspects of the brand’s development and success.
Prior to her time at National Beverage Corp., Walker served as Director of Marketing for Big Red, working primarily to re-launch the Red JAK energy drink. Previously, Walker held the position of Vice President, National Accounts for IN ZONE Brands, makers of the then BellyWashers and TummyTicker brands (today: Good2Grow), where she successfully positioned the lines at national retailers, growing sales from $850,000 in 1999 to $90 million by 2003.
Now as Executive Vice President of Sales and Marketing for Celsius, Walker will lead the development and execution of the brand’s corporate strategy, coordinating the efforts of her direct reports in both the sales and marketing departments. Walker will report directly to the Chief Executive Officer of global Celsius Holdings, Inc., (OTCQX:CELH)
Walker earned her undergraduate degree from The Florida State University and received her EMBA in International Business from Mercer University. She is an active member of her local community, sitting on the board of South Florida’s Jack & Jill Children’s Center and acting as Member of the Broward County Chapter of the Pi Beta Phi Alum club, a fraternal organization in which she served as President during her time at FSU. Walker also held the position of Secretary for the former FL Panther Foundation Board (NHL), and currently serves as a member of the leadership committee for the Leukemia & Lymphoma Society’s South FL & Puerto Rico Chapter.
SVP Sales – North America
Previously McKillop served as Vice President of Sales for the company’s non-traditional channels of trade, to include Fitness, Military, Vend, Travel and Food Service. McKillop’s career has spanned almost 20 years in beverage and consumer packaged goods in both traditional and non-traditional channels of trade. Prior to his arrival at Celsius in Spring of 2016, McKillop served in a variety of management roles at Glanbia Performance Nutrition, a leading company in the branded sports nutrition space, most recently as National Director of Sales for the organizations American Body Building brand. Before that, McKillop held management posts at large corporations Pepsi Americas, Core-Mark International and Keurig. He holds an undergraduate degree in Marketing from Southern Oregon University.
VP Field Sales & National Accounts
VP National Accounts – Grocery & Drug
She has exceled in large customer management, growing one account at Coca Cola from $50K in revenue to $250M over a 14-year period of time. In her role at Celsius as VP of National Accounts, she is responsible for managing and expanding distribution with current customers and bringing on new, national accounts as well. She is an animal lover, enjoys golfing and cheering her daughter on at horse shows. Her favorite flavor of Celsius is Cucumber Lime!
General Manager – Asia
Prior to joining the Celsius family as the General Manager for the Asia region, Ronnie spent over 10 years at PepsiCo and 3 years at Red Bull across finance, sales, marketing and general management roles at market and regional levels. With the successful launches in China, Hong Kong, and Singapore, Ronnie is aspired in bringing the healthy energy of CELSIUS® to consumers with active lifestyles in many more markets across the region.
Ronnie is a Certified Public Accountant in Delaware who started his career as an auditor at Arthur Andersen and KPMG. He obtained his Bachelor of Arts in Chartered Accountancy at the University of Waterloo (Canada) and Master of Business Administration at the University of Warwick (United Kingdom).
VP Operations
She also manages the inventory, logistics and procurement. She is responsible for the global procurement and management of supply chain relations. Her career began in large scale event planning and logistics with record labels such as Atlantic Records. She earned an Bachelor’s in International Business and a Bachelor’s in Accounting from the Florida Atlantic University. Sandy’s favorite flavor is Wild Berry.
Corporate Controller
Sr. Director Fitness & E-Commerce
Before joining the team early 2017, Alesiano attended Kent State University, majoring in Business Administration. He holds ACE and CSCS fitness certifications, and credits his passion and drive to growing up in a small Ohio town, where football helped him understand the importance of a positive attitude, how to overcome adversity and be accountable.
Alesiano will lead the team and use his experiences to build the brand’s sales in the fitness, military and e-commerce channels.
MARKETING DIRECTOR
Cheifetz has over 7 years of experience in the beverage industry, including 5 years developing the leading sparkling water, LaCroix, into a powerhouse brand by driving trade marketing strategy and execution nationwide. Cheifetz is responsible for managing CELSIUS’ consumer and trade marketing programming including strategic direction and tactical execution as well as sales support by way of syndicated data analytics. Cheifetz earned her B.B.A from University of Miami and currently resides in Miami, FL.
Supply Chain Manager
His role includes oversight of the company’s information technology through third parties, the EDI back end, and all customer service relations. His background includes advertising sales for Clear Channel, CBS/Viacom. He attended Bowling Green State University in Ohio, and majored in Sales/Marketing with a minor in Mass Media.
Director International Business Development
Toby David has served as the Director of Business Development-International for Celsius since January 2016. David’s responsibilities include managing the overall business in existing International Markets, as well as identifying and vetting potential distribution partners for future Celsius International markets. Prior to this role, David spent the previous three years managing the Fitness Channel, eCommerce, and managed specific key grocery and distribution accounts. Prior to arriving at Celsius, David’s background included sales positions, on-air talent with CBS Sports Radio in Tampa Bay, and a cup of coffee in the Florida Marlins organization as a minor league pitcher. David holds a B.A. from Furman University in South Carolina.