Heineken USA Names Alison Payne as Chief Marketing Officer

Heineken USA has appointed Alison Payne as Chief Marketing Officer, bringing in a seasoned beverage marketer to lead brand strategy, creative development, and cultural relevance for the brewer’s U.S. portfolio.

Payne joins from Beam Suntory, where she served as SVP of Global Brand House and led marketing for brands like Jim Beam and Maker’s Mark. She also held leadership roles at Diageo and Pernod Ricard, with deep experience in portfolio management, innovation, and brand building in the alcohol category.

At Heineken USA, Payne will oversee marketing for brands including Heineken, Dos Equis, and Tecate. Her hire supports the company’s ambition to expand its reach among diverse U.S. consumers, strengthen brand equity, and increase engagement through culturally relevant storytelling and digital-first experiences.

corpbrief insight:

In beer, market share follows mindshare. Alison Payne’s track record suggests Heineken is ready to compete harder for both — with bolder branding and smarter positioning.