Heineken USA has appointed Alison Payne as its new chief marketing officer, effective January, the brewer announced today. Payne succeeds Jonnie Cahill, who will “pursue external opportunities in the United States,” according to a statement from Heineken. 

Payne, a 25-year marketing veteran with experience at PepsiCo, Kellogg and Diageo, comes to Heineken USA from the brand’s global commerce leadership team in Amsterdam, where she led the brewer’s international brand portfolio including Birra Moretti, Edelweiss, Strongbow and Sol. 

The change comes as Heineken reportedly prepares to rebalance its marketing spend in 2025 after spending millions to launch Heineken 0.0 and Heineken Silver. Plans include a new campaign for flagship Heineken, according to a Beer Marketer’s Insights report from Heineken USA’s distributor meeting last month. A spokesman for Heineken USA told Ad Age the CMO change was unrelated to the previously disclosed marketing strategy shift.

Cahill, who had served as Heineken USA CMO since February 2018, was behind the marketing of Heineken 0.0, which made its U.S. debut in 2019 and is now the biggest non-alc beer in the country, according to Beer Business Daily. Heineken 0.0 has grown for 20 consecutive quarters, including double-digit growth in the third quarter, the company reported last month. Cahill also oversaw the marketing for the U.S. launch of Heineken Silver, the low-calorie, low-carb brand mean to compete with Michelob Ultra.

Heineken USA brands are down 4.2% through Oct. 26 this year, according to Nielsen figures reported by Beer Marketer’s Insights, with Heineken sales down 2.3%.

In its fiscal third quarter, revenues in Heineken’s Americas division increased by 3% and volume fell by 1%, reflecting higher prices and premiumization offset by “soft industry trends,” in the U.S. and Mexico, Harold van den Broek, chief financial officer, said in an Oct. 23 conference call.

Payne’s appointment signals her return to the White Plains, New York-based Heineken USA. From 2018 to 2021, Payne led Heineken USA’s Mexican brand portfolio, overseeing an overhaul of Dos Equis and developing innovations including flavored beers.

“Alison is a strong people leader who brings strategic vision, a passion for the beer category and a proven track record of building brands and delivering results,” said Heineken USA CEO Maggie Timoney. 

Prior to joining Heineken USA, Payne was VP of global snacks innovation for PepsiCo from 2013 to 2018. Payne previously served as VP global marketing/innovation at Kellogg Co. In addition, she held key marketing roles at Diageo in both Europe and U.S. for Guinness, Smirnoff and Captain Morgan.

Before being appointed Heineken USA CMO in 2018, Cahill was based in Amsterdam, where he served as Heineken’s global commerce senior director, low and no alcohol. He previously served as CMO of Heineken groups in Russia and Ireland. Before that, he worked as global marketing manager of Guinness at Diageo PLC and marketing manager of Budweiser at Diageo Ireland.