Celsius Holdings’ EVP of North American Sales, Tyler Bohannon, has been appointed Chief Commercial Officer. The company said that Tony Guilfoyle, former Chief Customer Officer of Celsius Holdings, was appointed to the newly created role of Chief Business Transformation Officer, on July 1, 2026. He has more than 20 years of experience in the beverage industry and previously served as Celsius Holdings’ Executive Vice President of Field Sales. Prior to joining Celsius Holdings, he held key leadership roles at major beverage companies including Nestlé Waters, Coors Brewing, Rockstar Energy and PepsiCo, where he led DSD operations and eCommerce. Guilfoyle previously served as Celsius Holdings’ Chief Commercial Officer from 2024 and from February 2026, as Chief Customer Officer, until his appointment to his new role in July 2026.