When you think of energy drinks, you might recall the ones that were popular in the 2000s, which were not very healthy. Now, brands like Celsius are changing the game by offering energy drinks enriched with essential vitamins.

Celsius CMO Kyle Watson is making it her mission to make the brand stand out and be part of culture with its marketing.

She is in charge of global brand strategy, increasing brand awareness and market share in North America, and growing the brand in emerging international markets. Since joining the company in 2019, Watson has a proven track record of creating innovative marketing campaigns that drive consumer engagement and sales, and leading successful innovation launches and portfolio expansion.

Before her role at Celsius, between 2016 and 2019, Watson was the head of marketing at Hiball Energy, where she developed and executed a comprehensive national strategy, positioning the brand for acquisition by Anheuser-Busch in 2017. Before that, she held marketing roles in retail, sports, and CPG industries.

In this episode of Young Influentials, ADWEEK digital editor and host Colin Daniels sits down with Watson as she explains how Celsius originated, how it’s connecting with Gen Z, and what’s next for the brand.

Stream the new episode below, or listen and subscribe on Apple Podcasts, Spotify, Pandora, or iHeartRadio.