Alissa Heinerscheid, a pioneering entrepreneur, devoted mother, and triumphant cancer survivor, holds the esteemed position of Vice President of Marketing at Bud Light, the globe’s foremost beer brand. Breaking barriers, she stands as the inaugural woman to spearhead the brand’s direction in its four-decade legacy. With her leadership, innovative campaigns and strategic partnerships have been unveiled, dedicated to enhancing and refining the image and allure of Bud Light.
Early Life and Education
Alissa Heinerscheid hails from St. Louis, Missouri, born into a household deeply entrenched in a passion for beer. Her familial ties to the industry were profound, as her father dedicated 35 years to Anheuser-Busch, the parent company of Bud Light. Pursuing her academic endeavors at the University of Missouri, she delved into journalism and advertising, culminating in her graduation in 2003. Soon after, she embarked on her professional journey, joining Anheuser-Busch as a marketing coordinator.
Career and Achievements
Alissa Heinerscheid boasts nearly two decades of service with Anheuser-Busch, where she ascended through the ranks, assuming diverse roles spanning marketing, sales, and innovation. Over her tenure, she has steered the marketing endeavors of several esteemed brands within the company’s portfolio, including Budweiser, Michelob Ultra, and Stella Artois. Moreover, she played a pivotal role in the conception and rollout of groundbreaking products like Bud Light Platinum, Bud Light Lime, and Bud Light Seltzer.
Her journey reached a milestone in July 2022, when she clinched the position of Vice President of Marketing for Bud Light, the flagship and quintessential beer brand in the United States. This historic appointment marked her as the inaugural woman to helm the brand in its four-decade history, as well as the youngest VP within the organization. In her capacity, she assumes comprehensive oversight of Bud Light’s marketing strategy, encompassing advertising, media, digital initiatives, social media, experiential marketing, and sports and entertainment partnerships.
Under her leadership, Alissa Heinerscheid has spearheaded a series of transformative campaigns and initiatives aimed at fortifying Bud Light’s resonance, inclusivity, and engagement among contemporary consumers. Noteworthy achievements during her tenure include:
- Unveiling the acclaimed Bud Light Legends campaign during the 2021 Super Bowl, featuring beloved characters and celebrities from the brand’s storied advertising history, such as Post Malone, Cedric the Entertainer, and the iconic Bud Knight. Renowned for its nostalgic charm, humor, and creativity, the campaign garnered widespread acclaim.
- Championing diversity and inclusion by forging partnerships with influencers like Dylan Mulvaney, a prominent trans actor and comedian with a substantial TikTok following. In a groundbreaking move, Mulvaney became the first trans individual sponsored by a major beer brand, sparking both praise and controversy. Alissa Heinerscheid staunchly defended the decision, affirming Bud Light’s commitment to fostering a diverse and inclusive ethos.
- Expanding Bud Light’s product portfolio to encompass an array of innovative offerings, including Bud Light Seltzer Lemonade, Bud Light Seltzer Retro Tie-Dye Pack, and Bud Light Seltzer Fall Flannel Pack. Additionally, she played a pivotal role in the conception of limited-edition products like Bud Light BL6, a gaming console integrated into a six-pack, and Bud Light Seltzer Out of Office, featuring flavors inspired by idyllic vacation destinations.
Throughout her illustrious career, Alissa Heinerscheid has consistently demonstrated an unwavering dedication to advancing Bud Light’s legacy while spearheading groundbreaking initiatives that resonate with contemporary consumers.
Personal Life and Interests
Alissa Heinerscheid shares her life with Matt Heinerscheid, a former Anheuser-Busch employee turned real estate agent. They are proud parents to a son and daughter, residing in St. Louis, Missouri. A resilient cancer survivor, Alissa confronted breast cancer in 2018, bravely undergoing a double mastectomy and chemotherapy. Since 2019, she has triumphed over the disease, dedicating herself to breast cancer awareness and prevention through various fundraising initiatives.
Outside her professional endeavors, Alissa indulges in her passion for beer and cherishes moments with loved ones. She finds joy in traveling, literature, cinema, and the camaraderie of family and friends. An avid sports enthusiast, she roots for the St. Louis Cardinals and the Kansas City Chiefs in baseball and football, respectively. Engaged in the digital sphere, Alissa maintains an active presence across Twitter, Instagram, and LinkedIn.
