It was the kind of professional storm most marketers only read about in cautionary case studies. Alissa Heinerscheid, once hailed as the trailblazing first female VP of Marketing for Bud Light, found herself at the epicenter of a cultural firestorm in 2023. Following a divisive partnership with trans influencer Dylan Mulvaney, the backlash was swift, fierce, and unprecedented.
Brands reeled. Memes exploded. Sales dropped. And Heinerscheid? She vanished from the spotlight—until now.
If you’ve found yourself Googling “Alissa Heinerscheid where is she now?”, you’re far from alone. Let’s break it down: where she went, where she is, and what her next chapter means for both her—and marketing as a whole.
🚨 Quick Recap: What Happened at Bud Light?
In April 2023, Bud Light launched a short-lived marketing collaboration with influencer Dylan Mulvaney. The campaign, intended to modernize and diversify the brand, instead ignited one of the most controversial marketing moments of the decade.
Critics called it out-of-touch; others praised its inclusivity. But the numbers didn’t lie—Bud Light lost over $1.4 billion in sales and surrendered its crown as America’s top-selling beer. Heinerscheid was placed on leave shortly after, and officially left Anheuser-Busch in November 2023.
The industry whispered. The headlines screamed. And then… silence.
Until LIV Golf came calling.
⛳ From Beer to Birdies: Alissa Heinerscheid Joins LIV Golf
In a move few saw coming, Alissa Heinerscheid resurfaced in September 2024—this time, not in the beer aisle, but on the fairways.
Her New Role: Team Business Operations at LIV Golf
Now working behind the scenes in Team Business Operations for LIV Golf, Heinerscheid is helping shape a brand with its own complex narrative. Backed by Saudi Arabia’s Public Investment Fund, LIV Golf has been labeled everything from disruptive to controversial, depending on who you ask.
So why LIV? According to insiders, it’s a bold fit—a company that knows what it’s like to weather global headlines and isn’t afraid to challenge norms. For Heinerscheid, it’s a second act brimming with both opportunity and risk.
🧭 Where Is She Now—Literally?
While Heinerscheid has kept a low public profile, LinkedIn activity and media reports confirm her current base of operations is likely in the United States, working remotely or commuting to LIV Golf hubs in Miami and other locations. She has not made any major public appearances or interviews since joining LIV.
Still, in true marketer fashion, she’s letting actions speak louder than posts.
🔄 Reinvention in Real Time: A Case Study in Corporate Resilience
Let’s be honest—most professionals don’t bounce back from billion-dollar controversies. But Heinerscheid’s pivot highlights a crucial truth: corporate America has room for redemption, especially for those with deep strategic chops.
Her move to LIV Golf isn’t just a job change—it’s a calculated reinvention. She’s gone from the center of a culture war to the backend of a sports league that’s redefining golf as we know it.
And that’s no accident.
💡 What Can We Learn from the Alissa Heinerscheid Story?
Whether you’re a CMO, a startup founder, or a marketing intern, Heinerscheid’s journey offers some sobering and inspiring lessons:
1. Brand Risk Is Real—but So Is Recovery
A single campaign can shift public sentiment overnight. But so can a well-timed reinvention.
2. Controversy Can Close Doors—But Also Open Different Ones
Sometimes, the worst day in your career becomes the fork in the road to something better.
3. Public Opinion Is Fast, But Time Is Faster
What was headline news yesterday becomes an SEO keyword tomorrow. While backlash can feel eternal in the moment, professional relevance can be rebuilt—quietly and steadily.
🤔 So, What’s Next for Alissa Heinerscheid?
That remains to be seen. Her current work with LIV Golf suggests a long-term strategy role—one that’s less public-facing but still impactful. Whether she’ll ever step back into the spotlight, or continue working behind the scenes, is a question only time (and maybe another media cycle) can answer.
What’s clear is this: Alissa Heinerscheid isn’t done. Not by a long shot.
🔍 FAQs – People Also Ask
What is Alissa Heinerscheid doing now?
As of May 2025, she’s working in Team Business Operations for LIV Golf, helping manage the logistics and strategy of their growing presence.
Where did she go after Bud Light?
After a period of professional silence post-Bud Light, she re-emerged at LIV Golf in September 2024.
Is Alissa Heinerscheid still in marketing?
While she’s not in consumer marketing in the traditional sense, her strategic and operational role at LIV Golf likely draws heavily from her branding experience.
Did she speak out about the Bud Light controversy?
No official statement or public interview has been given by Heinerscheid since her departure.
Final Thoughts: From Viral to Valuable
Alissa Heinerscheid’s story is still being written. But if there’s one takeaway, it’s this: in the age of cancel culture and corporate volatility, resilience may just be the ultimate career skill.
Stay tuned, because the next chapter might surprise us all.