Heineken USA has named Alison Payne as its new Chief Marketing Officer. Payne will start in January and work out of the company’s New York office. Payne has been with Heineken for over six years.
Most recently, she was based in Amsterdam and oversaw global brands like Birra Moretti, Edelweiss, Sol, and Strongbow. From 2018 to 2021, Payne led Heineken’s Mexican brand portfolio. She revamped the Dos Equis brand and expanded the company’s flavored beer offerings.
Before Heineken, Payne worked at PepsiCo, Kellogg, and Diageo. She held senior marketing roles and worked on brands such as Captain Morgan, Guinness, and Smirnoff in Europe and the U.S.
Heineken USA’s CEO Maggie Timoney said, “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.
Payne joins Heineken USA leadership
Her broad experience across various parts of our business, together with her innovative mindset, will be invaluable to our brands and company.
Payne is taking over during a challenging time for Heineken. In the first half of 2024, the company’s beer volume only rose 2.1% year-on-year, which was below expectations. Sales in the Americas increased by just 1.1%.
However, Heineken has been trying new marketing strategies. The company partnered with Marvel to promote the Ant-Man and the Wasp: Quantumania movie. It also worked with U.K. soccer star Gareth Bale to raise awareness of non-alcoholic beers.
Payne’s appointment shows that Heineken USA wants to improve its position in the competitive beer market. The company is focused on connecting people and experiences through its brands.
