Sometimes, career comebacks come from the most unexpected places.
That’s exactly what’s happening with Alissa Heinerscheid — the former Bud Light marketing executive at the center of one of the biggest brand backlashes in recent memory.
After disappearing from the public spotlight following that fallout, she’s re-emerged in a surprising new role with none other than LIV Golf.
The Fallout from Bud Light’s Controversial Campaign
Back in 2023, Heinerscheid was leading the charge for change at Bud Light.
She had a vision to “elevate” the brand, make it more inclusive, and move it beyond what she called its “fratty” and “out-of-touch” identity.
That vision led to a social media partnership with transgender influencer Dylan Mulvaney — and that, as we know, lit a firestorm.
The backlash was swift and brutal. Boycotts rolled in, memes went viral, and the brand reportedly lost around $1.4 billion in sales.
That one marketing move cost Bud Light its spot as America’s top-selling beer.
Heinerscheid was eventually placed on leave and quietly exited Anheuser-Busch by late 2023.
Enter LIV Golf: A New Chapter for Heinerscheid
Fast forward to now, and Heinerscheid has landed a new gig — this time in the world of golf.
According to her LinkedIn profile, she’s been working with Saudi-backed LIV Golf since September, part of their “Team Business Operations.”
It’s not exactly the same kind of spotlight she had at Bud Light, but it’s a notable pivot into the sports world.
LIV Golf has been shaking up the traditional golf scene since its launch, recruiting big names like Bryson DeChambeau and Dustin Johnson, and holding tournaments at former President Donald Trump’s golf courses.
Now, they’ve added a high-profile — albeit controversial — business mind to their ranks.
A Risky Hire or Smart Move?
Anson Frericks, a former colleague and author of Last Call for Bud Light, wasn’t surprised by the move.
He pointed out that because LIV Golf already operates in a cloud of controversy, Heinerscheid may have actually been a strategic hire.
“She gets an opportunity to redeem herself, and LIV gets someone who’s worked on billion-dollar brands,” he told the New York Post.
Plus, as he hinted, she likely came at a lower price than other top-tier talent — a potential win for LIV, which still faces criticism due to its ties with Saudi Arabia.
A Complicated Legacy
Before her fall from grace, Heinerscheid was a vocal advocate of diversity, equity, and inclusion within Bud Light, pushing for campaigns that reflected a wider audience.
But after the Mulvaney ad, she became the face of a cultural and political firestorm.
While some praised her for her progressive approach, others accused the brand of losing touch with its core consumers.
The blowback wasn’t just professional. Mulvaney, too, shared that the backlash brought immense personal pain, calling the response “disheartening” and urging brands not to cave to public pressure when taking a stand.
A Brand New Playing Field
For Heinerscheid, this move to LIV Golf represents more than just a job change — it’s a fresh start.
Whether she’ll remain behind the scenes or step back into the public eye remains to be seen.
But in an industry that thrives on second chances and reinventions, her new chapter is already turning heads.