Heineken USA’s CMO on Pulling Brands out of the Ditch with a Challenger Mentality

|  by Patricia Odell

Heineken USA is marketing in an incredibly competitive environment overflowing with low–growth categories and competitors owning some of the largest ad spends out there. When Lesya Lysyj joined Heineken USA several years ago as its chief marketing officer, two forces were reshaping the beer category—consumer media consumption habits and the craft beer movement—that caused the…