Brags about leading (sinking) Bud Light?

[iris lilies]

The chutzpah of Alissa Heinerscheid!

Her LinkedIn bio says this about her short stint at Anheuser Bush heading up the iconic Bud Light brand that she tanked.
Alissa is now a textbook case for studying at the graduate level. I imagine her Wharton business school professors are talking about her in their classes.

But Alissa has this to say about herself and her leadership at Bud on her LinkedIn page:


AB InBev
VP Marketing August 2022-November 2023
First woman selected to lead the largest beer brand in the world. I ran Bud Light, a multi-billion dollar business with a 9 figure media budget and a team of 75 people. I conceived of and executed the strategy to redefine our brand positioning, hone creative decisions around media, content, PR, partnerships and build system belief through sales incentives, go-to-market strategy and regional sell-in. When I took over the brand, Bud Light was voted the #1 presentation at SAMCOM, a four thousand person annual sales conference, for the first time in 7 years. Under my leadership, we flipped the slope on the brand's trajectory - Bud Light had the best share trends in Q1 '23 of the past 5 years.


bolding is mine.
Gosh I guess she DID “flip the brand’s trajectory” by decimating it.

[Rogar]

It’s sort of hard to think that Modelo Especial made by a company out of Mexico knocked Bud Light, the all American beer, out of first place for the top selling beer in the US.

[iris lilies]

It should also be noted that of her tenure at AB “August 2022 to November 2023” she was on administrative leave for half of that time, not-quite-fired due to her “first woman” status no doubt.

ah, those DEI hires!

when her boss was pushed out in November 2023, so was she.

[bae]

Maybe if they made real beer, they'd have a shot...

[Rogar]

Without looking it up, I seem to recall that Bud Light never recovered from the Dylan Mulvaney controversy and boycott. There were probably other things.

[iris lilies]

Without looking it up, I seem to recall that Bud Light never recovered from the Dylan Mulvaney controversy and boycott. There were probably other things.
No, there was nothing other than Heinerscheid.

the reason I focused on her today is because I was listening to a Dr. John Delony podcast where he interviewed the professor of happiness at the Harvard business school, Dr. Arthur Brooks. Dr. Brooks had some great things to say.

I remembered the last time I heard somebody prattle about scientific happiness, and it was Alissa. So I checked her LinkedIn bio to see if she had attended Harvard and yep indeed she had.

I wonder what Dr. Albert Brooks thinks about his former student, Alissa and her business philosophy of happiness and her results in applying it. She definitely made a big deal about wanting to make the Bud Light brand “lighter and brighter. “ I guess Dylan Melveny prancing around in girlhood signaled that to her.

[Rogar]

For what it might be worth. From the Harvard Business Review.

Lessons from the Bud Light Boycott, One Year Later


https://hbr.org/2024/03/lessons-from-the-bud-light-boycott-one-year-later

I actually picked up a six pack of Modelo a few weeks ago just to see what it tasted like and why it might be number one. I'd rather drink a Bud Light, but that's not saying much. A friend who hiked along a local popular trail recently commented on the large number of discarded Modelo Especial cans, which lead me to checking beer sales out.

One nice thing about retirement is not having to read (or write) the corporate buzz words on a resume. I imagine in the modern digital world resumes are filtered digitally and if you get a line of them in a row or the four corner buzz words you get a bingo interview.

[iris lilies]

For what it might be worth. From the Harvard Business Review.

Lessons from the Bud Light Boycott, One Year Later


https://hbr.org/2024/03/lessons-from-the-bud-light-boycott-one-year-later

I actually picked up a six pack of Modelo a few weeks ago just to see what it tasted like and why it might be number one. I'd rather drink a Bud Light, but that's not saying much. A friend who hiked along a local popular trail recently commented on the large number of discarded Modelo Especial cans, which lead me to checking beer sales out.

One nice thing about retirement is not having to read (or write) the corporate buzz words on a resume. I imagine in the modern digital world resumes are filtered digitally and if you get a line of them in a row or the four corner buzz words you get a bingo interview.
That was an interesting read.

Bud definitely cemented their drop in market share when retailers cut space devoted to us and AB products. Probably they will never come back to their former glory. The media’s constant beating of the drum about the boycott did not help the brand.

The part about there being several beers like Bud is true, it doesn’t take much to have consumers move from one mediocre beer to another.

[ToomuchStuff]

While I know our suppliers say they had a downturn as well as people who stopped stocking it (Costco? Locally I think) The thing I found interesting is the liquor control checks have not stopped using it (clear as day that it is a sting).

[LDAHL]

The chutzpah of Alissa Heinerscheid!

Her LinkedIn bio says this about her short stint at Anheuser Bush heading up the iconic Bud Light brand that she tanked.
Alissa is now a textbook case for studying at the graduate level. I imagine her Wharton business school professors are talking about her in their classes.

But Alissa has this to say about herself and her leadership at Bud on her LinkedIn page:


AB InBev
VP Marketing August 2022-November 2023
First woman selected to lead the largest beer brand in the world. I ran Bud Light, a multi-billion dollar business with a 9 figure media budget and a team of 75 people. I conceived of and executed the strategy to redefine our brand positioning, hone creative decisions around media, content, PR, partnerships and build system belief through sales incentives, go-to-market strategy and regional sell-in. When I took over the brand, Bud Light was voted the #1 presentation at SAMCOM, a four thousand person annual sales conference, for the first time in 7 years. Under my leadership, we flipped the slope on the brand's trajectory - Bud Light had the best share trends in Q1 '23 of the past 5 years.


bolding is mine.
Gosh I guess she DID “flip the brand’s trajectory” by decimating it.




Way to put lipstick on the pig, Alissa!

That’s what marketing is all about.