Allison Stransky, Chief Marketing Officer of Samsung US, is set to join The Boston Beer Co. as Chief Marketing Officer from October 12, according to media reports. She will report to co-founder and Chief Executive Officer Jim Koch and Chief Operating Officer Phil Hodges.
Allison Stransky joins Boston Beer as the company faces challenges across some of its key brands, including Twisted Tea and Truly Hard Seltzer. Twisted Tea is facing competition from spirits-based hard teas and canned cocktails, while demand for Truly has fallen short of the company’s expectations.
Boston Beer plans to continue investing in advertising but is cutting around $20 million in underperforming media spending, primarily for Truly.
In a statement cited in the media report, Allison Stransky said, “I’ve long admired its ability to blend creativity, innovation, and storytelling to connect with consumers, and I’m excited to join this talented team and help build on the company’s strong foundation and drive future growth.”
At Samsung US, Allison spent three years overseeing marketing campaigns across mobile devices, home appliances and connected services.
She joins Boston Beer following the departure of longtime marketing chief Lesya Lysyj in March. Hodges has been serving as interim CMO during the transition.
In a statement, Jim Koch “Allison brings a fresh perspective shaped by experience at some of the world’s leading companies, along with a genuine passion for brand building and innovation, and we look forward to welcoming her to Boston Beer.”
