Heineken USA has named Alison Payne as its next CMO, effective in January, according to a press release shared with Marketing Dive. She will join Heineken USA’s management team, reporting directly to CEO Maggie Timoney.
Payne is transitioning from Heineken’s global commerce leadership unit based out of Amsterdam, where she oversees international brands including Birra Moretti, Edelweiss, Strongbow and Sol, along with a Transforming Brand Building team focused on global media, marketing capabilities and commercial effectiveness. The executive succeeds longtime Heineken marketer Jonnie Cahill, who is departing to pursue external opportunities in the U.S.
Cahill has acted as Heineken USA’s marketing chief since 2018, navigating the brand through the pandemic and growth of emergent categories like zero-alcohol beer. He has been with the business for over a decade.
Payne taking on the CMO title marks a homecoming to the states, where she previously led Heineken’s Mexican beverage portfolio from 2018 to 2021, helping to revamp brews like Dos Equis. Her experience prior to Heineken includes marketing for a range of consumer packaged goods giants, including PepsiCo, Kellogg and a decade-plus stint at Diageo, which owns Guinness.
“Alison is a strong people leader who brings strategic vision, a passion for the beer category and a proven track record of building brands and delivering results,” said Timoney in a press statement around the appointment. “I am delighted she is returning to the U.S. and look forward to working closely with her again. Her broad experience across various parts of our business, together with her innovative mindset will be invaluable to our brands and company.”
Heineken has positioned itself in recent years around fostering social connection through experiences and recognizing a desire to unplug amid consumer struggles with issues like work-life balance. Marketing stunts of late include a branded “dumb phone” with no internet access, part of a collaboration with streetwear retailer Bodega, and a similar app that pauses smartphone functions to help people stay in the moment at events like concerts. Heineken 0.0, a non-alcoholic offering, has also risen to success as more consumers embrace a sober lifestyle, though it’s contended with challenges from upstarts like Athletic Brewing.
The beer marketer known for its signature green bottles has not been immune to broader macroeconomic pressures weighing on CPGs. Revenue declined 5.5% in the most recent quarter, with beer volume organically increasing 0.7%. The U.S. was among the regions that saw declines over the period.
