The top Anheuser-Busch (A-B) marketing executive in the US has stepped down in the wake of Bud Light’s decline in sales. Andy Goeler announced his departure last week, after leading the company’s marketing operations in the US since 2011. He has been with A-B as a senior marketer since 1994.
Bud Light saw a dramatic drop in sales in 2019, with the brand’s market share declining from 30.2% in 2018 to 29.1% in 2019, according to Statista. The beer industry overall could be in for prolonged headwinds as iconic brands like Budweiser have seen a sharp decline in sales.
Goeler will be replaced by Anheuser-Busch’s vice president of marketing, Jorn Socquet, who will report to the new Global Chief Marketing Officer, Marcel Marcondes. Goeler will serve as an advisor to Marcondes during the transition. Anheuser-Busch InBev is hoping that the change in leadership and a new creative direction will help turn around Bud Light’s fortunes.