The Boston Beer Company has named Allison Stransky as CMO, effective Oct. 12, according to a press release. Stransky, who joins the brewer from Samsung Electronics America, will lead functions including brand management, digital and social media, experiential marketing and connected commerce. She will report to Boston Beer Founder, President and CEO Jim Koch and Chief Operating Officer Phil Hodges.
Stransky steps into the post formerly held by Lesya Lysyj, who left the Sam Adams and Truly Hard Seltzer marketer in March after nearly seven years as CMO — a tenure well above industry averages. Hodges has been acting as interim chief marketer amid the monthslong search for a more permanent replacement for Lysyj.
Stransky’s 20 year-plus career represents a balance of technology and CPG roles, with past jobs at companies including Google, L'Oréal, Unilever and Johnson & Johnson. As CMO of Samsung Electronics America, she has helped steer applications of data and artificial intelligence, including by striking AI partnerships. Boston Beer in the release cited her “unique blend of consumer brand-building expertise and data-driven digital marketing capabilities” as a way to modernize its approach to marketing.
“Allison has built her career at the intersection of creativity, technology, and business growth,” Hodges said in a press statement. “She brings new ideas, a consumer-first mindset, and a proven ability to turn insight into action, all of which will be invaluable as we continue to invest in our brands and position the company for long-term success.”
Boston Beer has been navigating a challenging consumer environment, including a cooldown in a hard seltzer boom where Truly played a major role. Net revenue slid 3.3% in Q2 to $568.3 million, with softer demand for brands like Twisted Tea, Truly, Samuel Adams, Hard Mountain Dew and Dogfish Head.
Shipments declined 4.5% for the period ended June 27, starting the key summer season off on uneven footing. Some offerings, including the ready-to-drink vodka Sun Cruiser, are on the rise in popularity. The company is pumping investment into promoting its brands, including through more localized marketing activities. Advertising, promotional and selling expenses rose 16.4% to $26.2 million in Q2.
Other beer businesses have been shaking up their marketing leadership. Athletic Brewing Company, a leading nonalcoholic beer disruptor, brought on Dan Kleinman as CMO earlier this week. Kleinman replaces Andrew Katz, Athletic’s CMO of nearly five years.
