Bud Light’s vice president of marketing, Alissa Heinerscheid resigns rumors following the backlash over the brand’s partnership with a transgender influencer, Dylan Mulvaney.
Alissa Heinerscheid, a highly accomplished marketing Executive and graduate of Wharton School at UPenn and Harvard Business School, recently took a leave of absence as Vice President of Marketing for Bud Light.
She made headlines for her role in a controversial partnership with Dylan Mulvaney, where Bud Light sent out custom-made promotional cans featuring Mulvaney’s face to commemorate her transitioning into a woman and celebrate March Madness.
Heinerscheid, who joined Bud Light as the senior director of Communications and became the VP of Marketing in June 2022, was hailed as the first woman to lead the Company in 41 years.
She has an impressive background working with industry giants like General Mills and Johnson & Johnson.
She has been credited with creating notable Bud Light advertisements, including the famous Super Bowl ad featuring Miles Teller and his wife Keleigh Sperry and ‘The Bud Light Carry ad.
Alissa Heinerscheid Resigns Or Took Leave Of Absence?
Alissa Heinerscheid, the Vice President of Marketing for Bud Light, has reportedly taken a leave of absence following the controversy surrounding the partnership between Bud Light and transgender influencer Dylan Mulvaney.
Heinerscheid will be replaced by Todd Allen, previously Budweiser’s global Vice President.
While Bud Light’s parent Company, Anheuser-Busch InBev, did not directly confirm Heinerscheid’s leave of absence, they announced streamlining changes better to connect their most senior marketers to all brand activities.
The partnership between Bud Light and Mulvaney announced on April 1, received backlash from those who expressed anger about the “woke” culture.
Despite the controversy, Anheuser-Busch InBev’s stock has remained relatively stable, with a 1.8% decrease since Mulvaney’s video, but still showing a 9.1% increase for the year.
The situation highlights the challenges and controversies arising when companies navigate issues related to diversity, inclusion, and marketing partnerships.
Alissa Heinerscheid Bud Light Marketing VP Fired Or Not?
No information is available to confirm that Alissa Heinerscheid, the Vice President of Marketing for Bud Light, has been fired.
The controversy surrounding her role at Bud Light arose after the brand partnered with trans activist and influencer Dylan Mulvaney.
This led to backlash from right-wing and conservative customers who called for Heinerscheid’s resignation.
As the first woman to lead Bud Light in the Company’s history, Heinerscheid has focused on evolving the brand and making it more inclusive by appealing to both men and women through inclusivity.
Anheuser-Busch, the parent Company of Bud Light, has expressed support for the decision to partner with Mulvaney and stated their commitment to collaborating with a diverse range of influencers.
Mulvaney’s partnership was announced on her Instagram account, where she promoted Bud Light’s NCAA March Madness contest, resulting in backlash.
However, there is no official confirmation of Heinerscheid’s termination from Bud Light.
Alissa Heinerscheid: What Happened To Bud Light VP?
Alissa Heinerscheid, the Vice President of Marketing for Bud Light, partnered with transgender activist Dylan Mulvaney to modernize the brand’s marketing strategy and appeal to more female drinkers.
However, the Campaign faced significant backlash from anti-trans and right-wing groups, leading to Heinerscheid and Mulvaney receiving criticism.
Despite Heinerscheid’s efforts to update Bud Light’s marketing approach, the controversy has sparked speculation of an internal shakeup within the Company, as evidenced by the brand’s inactivity on its official Twitter account for over a week.
Heinerscheid, who holds an MBA in Marketing from The Wharton School and a Bachelor’s degree from Harvard University, claimed to have a clear mandate to modernize Bud Light’s strategy, citing the previous approach as outdated and male-oriented.
Meanwhile, AB InBev, the parent Company of Bud Light, reported better-than-expected profits in the last quarter of 2023.
The situation highlights the challenges companies face when navigating diversity, inclusion, and public perception issues.