In June, Alissa Heinerscheid became the first woman to lead Bud Light in the brand’s 40-year history. And she has wasted no time getting to work. Heinerscheid, 38, oversaw a creative agency review that led to the late August hiring of Anomaly, which is taking over from Wieden+Kennedy, signaling big marketing changes ahead for the nation’s largest beer brand.
Bud Light’s new leader Alissa Heinerscheid on how she’ll approach the job
Heinerscheid, VP of marketing for Bud Light Blue (which refers to the main brand), was promoted to the job after a nearly eight-year tenure at Anheuser-Busch InBev in various marketing roles, including a recent stint as VP of direct-to-consumer marketing, which includes e-commerce. She created the role, proposing it to a top AB InBev exec via a 30-page pitch deck. It came after nearly four years of working on Bud Light, including overseeing the 2019 “Game of Thrones” Super Bowl ad collab.
Heinerscheid describes her return to lead Bud Light as a “homecoming,” adding, “It’s an incredibly iconic brand. I feel such humility and passion for the fact that this precious crown jewel of a brand has been placed under my stewardship.” As for what’s next: “Our No. 1 job on Bud Light is to grow meaning and relevance with new drinkers—that is how we transform and really preserve this brand for the next 40 years.”
If you could have dinner with one person, alive or dead, who would it be and why?
Brené Brown. How she speaks about connecting with others, about the true meaning of empathy and protecting your spirit and managing grief—I am equal parts enamored and comforted by her unique blend of humor, Texas sass and insightfulness.
What are the top two social media sites you use on a regular basis?
Instagram, especially for cake-decorating videos. I find them oddly soothing at the end of an overstimulating, complex day of decision-making. And TikTok with my dad—he is constantly sending vids to me.
What’s currently on your bedside reading list?
I love memoirs about mother-daughter relationships. A couple that I’ve loved from this summer: “Wild Game” by Adrienne Brodeur and “Happens Every Day” by Isabel Gillies.
What was the last show you binge-watched?
Bravo’s “Below Deck.”
At what age do you hope to retire?
When I retire, I want my whole life to be about exploring and traveling and being in love with my husband. Right now, we’re in the foxhole years of marriage—taking care of little ones, keeping an eye on aging parents, and a two-career household. So long story short, I’m not sure the exact age, but my husband and I will retire together and I daydream sometimes about what fun that retirement chapter will be.