Bud Light Marketing Exec Takes Leave Of Absence

Alissa Heinerscheid

The Bud Light marketing executive whose team oversaw its disastrous partnership with trans activist Dylan Mulvaney has taken a leave of absence, according to several reports.

Alissa Heinerscheid, vice president of marketing for the popular beer, will be replaced by Budweiser global marketing VP Todd Allen, AdAge reported on Friday.

She has led the brand since June 2022. It’s unclear if her replacement will be permanent.

Alissa Heinerscheid was hired to overhaul Bud Light's marketing in June 2022 with the vision of freshening up its image.  But that took a disastrous turn on April 1 when the partnership with Mulvaney was announced, sparking a boycott and knocking $6 billion from the company's

Heinerscheid's team was responsible for Bud Light's widely-lauded Super Bowl ad featuring Miles Teller and his wife Keleigh Sperry, and 'the Bud Light Carry' ad, which shows a woman carrying a round of beers to a table of friends without spilling a drop. 

Those ads were part of Heinerscheid's vision to make the brand more female friendly - something she has described as a 'passion point'. 

But that vision was swiftly cut down on April 3 with the brand's partnership with Dylan Mulvaney, a controversial trans activist with a mass following on social media, which proved to be a step too far for Bud Light's loyal customers. 

Mandy Obrien from Bombards Body Language website comments on the 39-year-rold  Heinerscheid...

Heinerscheid has not commented on the scandal.