Samsung US marketing chief Allison Stransky to join Boston Beer Co. as CMO

Samsung US CMO Allison Stransky is set to take on a new role as chief marketing officer of The Boston Beer Co., effective October 12. She will report to Boston Beer Company cofounder and chief executive officer Jim Koch and company chief operating officer Phil Hodges.

Boston Beer’s portfolio spans a wide range of alcoholic and non-alcoholic offerings, including Truly Hard Seltzer, Samuel Adams, Twisted Tea and the non-alcoholic beer General Admission. The breadth of its brands reflects the company’s efforts to respond to changing drinking preferences among American consumers.

Stransky, however, takes charge at a time when some of the company’s key brands are facing challenges.

Twisted Tea remains the dominant player in the malt-based hard tea category, but the brand is increasingly facing competition from spirits-based hard teas and canned cocktails, Boston Beer said during its July earnings call.

Truly, meanwhile, has also struggled to meet consumer demand expectations. CEO Jim Koch said during the same earnings call that consumer demand for Truly had not reached the levels the company had anticipated.

The company plans to continue investing significantly in advertising, although it is reducing around $20 million in media spending that has delivered weaker performance, with much of the reduction coming from Truly.

Stransky highlighted the breadth of Boston Beer’s portfolio as she spoke about her new role. “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,” she said.

At Samsung U.S., where she spent three years, Stransky was responsible for a similarly broad marketing remit. Her mandate covered campaigns across the electronics company’s extensive portfolio of mobile devices, home appliances and connected services.

Her appointment also comes after a period without a permanent CMO at Boston Beer. Longtime marketing chief Lesya Lysyj stepped down in March, with Hodges taking over as interim CMO during the transition.