CELSIUS MANAGEMENT
CEO
Fieldly 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.
Between 2004 and 2012 – and prior to joining Celsius Holdings Inc. – Fieldly held a leadership role at Lebhar-Friedman, where he was responsible for business planning, financial reporting, and overseeing financial operations. He also worked for Oragenics, Inc. (OGEN), where he was responsible for all their finance functions, including financial planning, public reporting requirements and optimizing operational efficiencies and implementing procurement strategies to maximize operations.
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. Married with two children, John and his family reside in Boca Raton, FL.
CFO
Edwin F. Negron Carballo is a Certified Public Accountant who brings over 30 years of International Finance and Operations experience to Celsius Holdings Inc. In his position as CFO he is responsible for internal / external financial reporting, taxes, accounting aspects and compliance, treasury and risk management, financing, assisting with raising capital, business development, maximizing cashflow / profitability and SEC reporting.
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 Sr. VP Finance for a $600M operation in the US and CFO for South America for a $1.2B operation with a presence in 7 countries.
Mr. Negron earned a Bachelor of Science degree from Louisiana State University in Baton Rouge, LA, with a major in Accounting. He also holds an MBA from the Olin School of Business at Washington University in St. Louis, MO. He is a member in good standing of the American Institute of Certified Public Accountants and is a member of the FL Institute of CPA’s and the Puerto Rico CPA Society. Additionally, he was selected to the Top 25 Hispanic Business Corporate Elite list.
EVP Sales – North America
In addition, Tony brings extensive key account, category management, distributor management, and expertise building high performance teams.
Managing Director – 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).
Managing Director – Europe
Robin Lybeck serves as Managing Director of the European region for Celsius Holdings Inc. In this position he oversees Nordic operations as well as any expansion projects into wider European markets.
Lybeck spent more than 10 years in various management roles within both sales, marketing and general management at Coca-Cola and Carlsberg. Lybeck has spent his entire career in FMCG, having started out at L´Orèal, and has a solid track record of brand and portfolio management, as well as vast experience in building high-performance teams and driving business results.
Lybeck holds an M.Sc in Economics from the Helsinki School of Economics and splits working time between the Nordic offices in Helsinki and Stockholm.
VP, Marketing
Kyle brings 14 years of marketing experience to CELSIUS, having served a majority of her career in brand marketing. Prior to CELSIUS, Kyle served as the Marketing Director for Hiball Energy and was the brand’s first marketing hire, putting the brand in position to be acquired by Anheuser Busch in 2017. During her time at Hiball, the brand grew 180% and was named one of Inc. Magazine’s fastest growing companies. Over the course of her distinguished marketing career, Kyle has also worked on national brands including Macy’s, Morton’s, JetBlue and Teavana.
SVP, Global Marketing
Thorsten first joined Func Foods and the extended Celsius family in 2016 as General Manager of the Swedish Business. Prior to the recent acquisition by Celsius Holdings Inc, Thorsten held the position of Chief Commercial Officer at Func Foods; combining the vast responsibilities of both Marketing and Sales.
Thorsten brings 28 years of experience within the international consumer goods industry. With a true passion for understanding consumer behavior and building brands, he spent the first 10 years of his marketing career working with several culinary categories at Unilever Germany and Bestfoods Unilever Switzerland.
Between 2001 and 2015, Thorsten held various senior Marketing and General Management positions across Europe with The Coca-Cola Company. In most of his roles at The Coca-Cola company, his portfolio responsibilities included brands in the Energy category – most recently as Marketing Director Northwest Europe & Nordics for the Energy, Juice, Tea- and Coffee business.
Thorsten is a German national with an Advanced Degree in Business Administration and Marketing from the University of Fankfurt a. M., Germany. He resides with his family near Oslo, Norway.
Sales Director – Finland & Baltics
When Matti joined the Func Foods group in 2017, he had one set of goals in mind – to shape and integrate, together with the Finnish team, a sales organization which is capable of responding to ever-changing consumer behavior in the growing ready-to-eat and drink categories. Today Matti continues this journey as the Sales Director of Finland and the Baltics for Celsius Holdings Inc.
Matti´s passion is to create smart ways-of-working while encouraging resilience. In order to stay one step ahead of the industry, Matti works closely with Celsius’ trade partners to understand their individual needs and develop solutions to their ever changing challenges. Prior to joining Func Food, Matti was working for Unilever and The Coca-Cola Company in various key positions within sales and marketing.
Matti graduated from Helsinki School of Economics with a M.Sc in marketing. Outside work Matti enjoys all sports especially KMG Krav Maga.
Sales Director, Sweden
Alex Darvishnejad joined Celsius in January, 2021 and acts as Sales Director in Sweden, which is currently the biggest market for Celsius Europe.
Prior to joining Celsius, he held several positions within marketing, sales and category, at large food and fmcg companies such as Mondelez, Reckitt Benckiser and Nestlé. In his previous positions as team member he has distinguished himself as a team player who works for the best of the team and as leader he has distinguished himself as a leader who motivates and inspires the team to outperform. He has been awarded several times by his previous employers for his performance and for being a role model.
With more than 10 years of experience from Swedish Grocery, Alex Darvishnejad holds a vast network within customer and supplier end and is widely known for challenging status quo. In fact, his motto is “we challenge to win.”
His top priority is to unleash the full potential of Swedish Sales team and capitalize on the strong CELSIUS and FAST Brands.
Alex Darvishnejad holds two Master’s degrees from Uppsala University, M. Sc. in Business and Economics, and M. Sc. in Food and Nutrition.
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.
VP, 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.
Finance Director – Europe
Jussi Koskela joined Func Food in 2017 as Group Controller and was promoted to Finance Director in October 2019.
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.
VP, Corporate Controller
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.
VP Sales, Fitness & Club
Alesiano leads the development and execution of the brand’s Alternate Channel which encompasses the fitness channel, military channel and e-commerce channel; all the while coordinating the efforts of his direct reports for enhancing year-over-year growth.
Before joining the Celsius team in early 2017, Alesiano worked with Glanbia/BSN for 12 years, wherein he served as National Sales Manager of North America, managing the North American Fitness Channel with a 30-person field rep team for four major sports nutrition brands. Prior to that, Alesiano also served as the Mass Market Account Executive within the FDM/ Convivence Beverage Division for BSN from 2009-2013.
Alesiano attended Kent State University, majoring in Business Administration in Business Management. His overwhelming passion and love for fitness & health has catapulted his success within the Fitness Industry and he holds both ACE and CSCS fitness certificates. Alesiano currently resides in Boca Raton, FL, where (NASDAQ:CELH) is headquartered.
VP Sales, Vending
David Smaltz has worked in a variety of positions in the Food Trade since 1979. In the past 15 years, he took his proven track record of driving sales and transitioned himself professionally into the vending industry.
A former entrepreneur, David once owned Smaltz Family Foods. Prior to joining Celsius Holdings Inc. as their Sr. Director Sales, Vending, he was employed in either a Sales or Operations capacity, primarily at the Account Manager level. Starting out as a Director of Operations for Brew City Grill and Brewhouse; Smaltz has held posts such as Field Consultant for 7-Eleven, Account Manager for Canteen Vending, Account Executive for Aramark Refreshments, National Account Manager for Luvo LLC and acted as both District Operations Manager and Business Development Manager for Next Generation Vending.
David is a graduate of Holyoke Community College in Holyoke, MA and a resident of both Charlton, MA and Wells, ME. Married with 6 children, he is a 10+ year veteran Coach of a youth basketball league, is a member of the American Liver Foundation Boston Marathon team and is an avid runner; having completed over thirty races in the last 3 years, including 3 marathons.
VP, FIELD SALES & DISTRIBUTION | MILITARY
Jason Burke comes to Celsius Holdings Inc. with 28 years of beverage experience, after setting up DSD and Convenience marketing operations nationally. Burke began his career at Celsius in 2018 as the Sr. Dir of Business Dev.
Prior to joining CELH, Burke previously worked for other beverage titans including Arizona Tea, Quaker Oats / Snapple, Glanbia, Monster Energy and Corr-Jensen; serving in varied positions from Director of Marketing, to National Distribution Manager to VP, Sales Convenience / Alternate Channels.
Burke attended Harris County College and currently resides in Texas. He now has not one – but two daughters in college – and enjoys hunting, fishing and working out when he’s not closing deals for Celsius Holdings.
VP Convenience
Stefanie was born and raised in Southern New Jersey, where she still resides today. She is a graduate of Rutgers University, with a B.S. in Finance and a MBA in Accounting and Operations Management. She began her career in corporate accounting for Aramark (Food Service).
After Aramark, Stefanie spent several years in a variety of merchandising and category management roles at Sunoco, lastly being the Beverage Category Manager for over 800 convenience stores. After Sunoco was purchased by 7-Eleven, she transitioned to the sales side with Uptime Energy. While at Uptime, she had several roles of increasing responsibility, including account, DSD and wholesaler management. Stefanie enjoys organization, running, golf, and the Pittsburgh Steelers. Her favorite Celsius flavor is Watermelon!
SVP Key Accounts
Lex is originally from Texas but lives in Maryville, TN just outside of Knoxville. Lex earned his undergraduate from Texas A&M University and MBA from University of Tennessee. He has 20+ years CPG experience with 7+ years’ experience in Energy Drinks with Rockstar Energy and Hype Energy.
Lex is an avid Aggie and enjoys spending as much time as possible in the Mountains and Lakes of East Tennessee with his Wife Angelie, 2 Daughters Bella and Brana, and Barley his wife’s ugly Boxer/English Bulldog Mutt.