Company: CELH
Filing Date: 2025-04-14
Form Type: DEF 14A
Source: 0001193125-25-080192
Chunk: 40

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-14
Form: DEF 14A
Chunk 40
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 the Marketing Director for Hiball Energy where she was responsible for development and execution of a comprehensive, national strategy, and ultimately positioning the brand for acquisition by Anheuser Busch Companies, LLC in 2017. Prior to that, Ms. Watson held marketing roles of increasing responsibility with various organizations across the retail, food and beverage, and sports industries. Ms. Watson currently has nearly twenty years of marketing experience, having spent most of her career in brand marketing. Ms. Watson received her degree in communications and advertising from Florida State University.

| 2025 PROXY STATEMENT |     | 25 |

COMPENSATION DISCUSSION AND ANALYSIS COMPENSATION DISCUSSION AND ANALYSIS The following Compensation Discussion and Analysis (“CD&A”) describes our 2024 executive compensation program as it applied to our Chief Executive Officer (“CEO”), our Chief Financial Officer (“CFO”) and our three most highly paid other executive officers (collectively, our “NEOs”). For 2024, our NEOs were:

| • |     | John Fieldly - Chief Executive Officer |

| • |     | Jarrod Langhans - Chief Financial Officer |

| • |     | Tony Guilfoyle - Chief Commercial Officer |

| • |     | Paul Storey - Chief Supply Chain Officer |

| • |     | Rich Mattessich - Chief Legal & Compliance Officer and Corporate Secretary |

As used in this section, all references to the “Committee” or the “Compensation Committee” mean the Human Resources and Compensation Committee of the Board of Directors, which oversees the design and operation of our executive compensation program. For more information about the Committee and its role and responsibilities, please see the discussion under the heading “Human Resources and Compensation Committee” above. All share and per share amounts presented in this CD&A and elsewhere in this proxy statement have been retroactively adjusted where applicable to reflect the three-for-oneforward stock split of our common stock that became effective on November 15, 2023. CD&A Executive Summary 2024 was marked by significant operational achievements, expansion into new markets, and underscored by consumers’ continued preference for our great-tasting, functional products, despite many challenges across the CPG and energy sectors. We were able to execute significant operational milestones, including the acquisition of Big Beverages, drive solid volume growth year over year, launch new products, and expand into new markets. Despite these accomplishments, our financial results were negatively impacted by the timing of orders, some promotional allowances, and the impact of a fully implemented