LIV Golf Hires Former Bud Light Executive Alissa Heinerscheid

Alissa Heinerscheid, the former marketing executive at Bud Light, has taken a position with Saudi-backed LIV Golf, following her controversial tenure that resulted in significant financial losses for Bud Light due to a partnership with transgender influencer Dylan Mulvaney. Her marketing strategies were criticized for costing the company $1.4 billion in sales and damaging its market value. Heinerscheid has been with LIV Golf since September, where she is now part of 'Team Business Operations.' Former colleagues speculate that LIV may have hired her at a lower cost due to her tarnished reputation, while others see this as an opportunity for her to redeem herself. LIV Golf's Chief Communications Officer has not commented on the hire, but insiders note the controversial nature of LIV may make it challenging to attract top talent. The pairing raises questions about the direction of LIV and whether they intend to pursue a more progressive branding approach.