Heineken USA has named Alison Payne as its new Chief Marketing Officer (CMO), effective January 2024. Payne will join Heineken USA’s management team and report directly to CEO Maggie Timoney. Payne is transitioning from Heineken’s global commerce leadership unit in Amsterdam, where she oversaw international brands including Birra Moretti, Edelweiss, Strongbow, and Sol.
Her role also involved leading the Transforming Brand Building team, which focuses on global media, marketing capabilities, and commercial effectiveness. Payne succeeds Jonnie Cahill, who is leaving Heineken USA after over a decade with the company, including serving as marketing chief since 2018. Cahill successfully navigated the brand through the pandemic and the growth of emergent categories like zero-alcohol beer.
Returning to the U.S. marks a homecoming for Payne, who previously managed Heineken’s Mexican beverage portfolio from 2018 to 2021. Payne’s extensive background also includes marketing for PepsiCo, Kellogg, and more than a decade at Diageo, which owns Guinness.
New marketing chief for Heineken USA
“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. “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.”
In recent years, Heineken has focused on initiatives that recognize consumer challenges with work-life balance, promoting the idea of unplugging.
Notable campaigns include collaborations with streetwear retailer Bodega and efforts to help people stay present at events like concerts. Heineken 0.0, a non-alcoholic offering, has also been a significant part of their recent marketing efforts. Despite facing broader macroeconomic pressures, Heineken continues to see some positive trends.
However, the company did note that revenue was affected, with beer volume organically increasing by 0.7%, although the U.S. market saw some declines. Alison Payne’s appointment is seen as a strategic move to strengthen Heineken USA’s market position and continue the brand’s innovative and consumer-centric marketing strategies.
