Alison Payne will take over as Heineken USA’s (HUSA) chief marketing officer, effective January 2025.
Payne succeeds Jonnie Cahill, who will be departing the company after more than a decade to “pursue external opportunities in the United States.”
Payne will join HUSA’s management team and report to CEO Maggie Timoney.
Timoney said in the announcement: “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.
“I am delighted she is returning to the US 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.”
This is Payne’s second stint at HUSA, as she led the company’s Mexican brand portfolio from June 2018 to August 2021, including the overhaul of the Dos Equis brand and development of flavored beers.
Payne most recently served on the Dutch brewing giant’s global commerce leadership team in Amsterdam. In that role, she led global brands Birra Moretti, Edelweiss, Strongbow and Sol. She was also responsible for the transforming brand building team.
Payne’s resume includes 25 years of CPG experience, including marketing and innovation leadership roles with PepsiCo, Kellogg and Diageo.