Well, you can’t say that Alissa Heinerscheid, the VP of Marketing for Bud Light, didn’t leave a mark during her tenure with the beer company. A good idea for someone with a gig like hers is not to have millions of people know your name. It probably means you’re doing an excellent job if you stay employed. If you are responsible for millions of people boycotting your product, you need a leave of absence. At least.
She’s officially on that leave, relegated to the kid’s table while a serious executive takes over. That would be Budweiser global marketing VP Todd Allen. If he’s taking over, there must be a problem, and all stems from Henerscheid’s decision to put transgender influencer Dylan Mulvaney front and center.
The backlash is severe, and you can only imagine the mood of the board of directors as they navigate this disaster that backfired on Anheuser Busch in ways they probably never fathomed.
Here’s what the lady on leave said when she was feeling a bit more empowered about her bold decision to put the spotlight on Mulvaney.
“I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light.‘”
That sounds so much more impressive when you aren’t a corporate laughingstock.
No decision if she is out permanently or will return to the company driving a beer truck.
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