Early Life & Education
Alissa Heinerscheid was born in 1985 into a family that valued performance and service. Her college and graduate courses are confidential, however she showed early marketing and brand management skills. At 22, she finished her first consumer products internship, preparing her for worldwide marketing.
| Year | Milestone |
|---|---|
| 1985 | Birth year |
| 2007 | Internship at Johnson & Johnson |
| 2008 | Graduated college (degree undisclosed) |
| 2010 | Associate Brand Manager at Johnson & Johnson |
Heinerscheid became an Associate Brand Manager at Johnson & Johnson in 2010, learning product launch strategies and cross-functional teamwork. Under her leadership, one flagship skincare line gained 12% market share due to her analytical and creative skills.
Career Start: Consumer Goods to Corporate Marketing
Heinerscheid joined Anheuser-Busch InBev’s DTC division in early 2010. She created multichannel campaigns that combined digital and on-site activations over three years. Her campaigns increased DTC sales 18% in 2013.
| Period | Role | Key Achievement |
|---|---|---|
| 2010–2013 | Associate Brand Manager | +12% market share for J&J skincare |
| 2014–2017 | Manager, DTC Marketing, AB InBev | +18% DTC revenue growth annually |
She oversaw eight marketers and analysts and budgets above $5 million. Her data-driven strategy improved marketing ROI by 22% using consumer insights.
Anheuser-Busch appointment: Bud Light Marketing VP
After 37 years, Heinerscheid became Bud Light’s first female Vice President of Marketing on July 1, 2022. She oversaw Bud Light’s Super Bowl ads with the Teller siblings, which garnered 150 million media impressions and $25 million in earned media value.
| Date | Position | Campaign Highlights |
|---|---|---|
| July 2022 | VP, Marketing – Bud Light | Super Bowl ads: 150 M media impressions |
| Early 2023 | Head of Inclusive Rebranding | Collaboration with trans influencer Dylan Mulvaney |
Her $80 million marketing budget included national television, digital, and experiential activations. She led cross-agency collaboration to make Bud Light a top-five social media brand in Q1 2023 by engagement.
The 2023 Bud Light Rebrand Controversy
Heinerscheid directed Bud Light’s “inclusive” rebranding effort with Dylan Mulvaney in March 2023 to modernise brand perception. The campaign sought to attract a younger, more diversified audience, but it led to a consumer boycott and a 17% decline in Bud Light sales between March and May 2023.
| Metric | Pre-Campaign (Feb 2023) | Post-Campaign (May 2023) |
|---|---|---|
| U.S. Sales Volume | 26 million barrels/year | ~21.6 million barrels/year (–17%) |
| AB InBev U.S. Revenue Q2 2023 | $5.2 billion | $4.65 billion (–10.5%) |
She was on administrative leave in April 2023 for internal reviews. After six months, she left Anheuser-Busch on November 15, 2023. Bud Light’s market share dropped from 23.5% to 19.2% in six weeks during the boycott, costing $1.3 billion in retail sales.
Transitioning to LIV Golf
Heinerscheid rejoined LIV Golf as Senior Director of Team Business Operations on September 1, 2024, after nine months. In her job, she handles strategic relationships, operational efficiencies, and worldwide event logistics over 14 annual tournaments.
| Date | Role | Responsibilities |
|---|---|---|
| Sep 1, 2024 | Senior Director, Team Business Operations, LIV Golf | Manage partnerships, optimize event logistics |
| 2025 (YTD) | Key Projects | Secured $20 million in new sponsorship deals |
Her appointment changed her strategy from consumer marketing to high-stakes sports. In the first quarter, she secured three $12 million championship sponsorships and streamlined on-site operations to save overhead by 8%.
Personal Achievements & Initiatives
Alissa Heinerscheid’s story is about resilience and mentoring.
- Stage 3 skin cancer survivor at 25, advocating for health.
- Founder of “100 Women in 100 Days,” a mentorship program that pairs young women with senior professionals for skill-building and networking.
- The podcast, hosted by marketing and entrepreneurship experts, has averaged 50 000 downloads per episode since 2021.
| Initiative | Start Date | Impact Metric |
|---|---|---|
| Cancer Survivor Advocacy | 2010 | 5 000+ awareness talks delivered |
| 100 Women in 100 Days | 2021 | 120 mentor-mentee pairs established |
| Marketing Leadership Podcast | Mar 2021 | 50 000 downloads/episode |
She has keynoted at major marketing conferences like ANA Masters of Marketing (2022) and SXSW (2023), drawing up to 1,500 professionals and receiving satisfaction scores above 4.8/5.
Net Worth & Compensation Overview
While her net worth is unknown, her pay reflects her high executive status:
| Employer | Title | Estimated Annual Compensation* |
|---|---|---|
| Anheuser-Busch | VP Marketing – Bud Light | $600 000 – $750 000 total cash |
| LIV Golf | Senior Director, Team Business Operations | $450 000 – $550 000 total cash |
| Podcast & Speaking | Host & Keynote Speaker | $100 000 – $150 000 annually |
- 2024–2025 industry benchmarking estimates for equivalent roles.
Base salary, performance bonuses, stock or profit-sharing, and benefits are included. Based on base salary, bonuses, and external activities, her net worth is likely low seven figures.
FAQ
Alissa Heinerscheid’s current position?
Since September 2024, she has managed LIV Golf partnerships and event logistics as Senior Director of Team Business Operations.
What controversy was she involved in?
She led Bud Light’s March 2023 inclusive redesign with Dylan Mulvaney, which led to a boycott and sales drop.
How many children does she have?
She has three children, two of whom were surrogates.
What was her biggest Bud Light marketing success?
She launched a Super Bowl campaign with over 150 million media impressions as Bud Light’s first female VP.
What mentorship program did she find?
She launched “100 Women in 100 Days,” which encourages young women leaders to advance their careers.
What is her podcast about?
Since 2021, her podcast has averaged 50 000 downloads per episode, interviewing marketing and business leaders.
What charities does she support?
Her speaking and charitable relationships promote skin cancer awareness and women’s professional growth.
