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More change toward the top for Boston Beer as cmo Lesya Lysyj "has decided to step down" from her role after 7 years with the company, Boston Beer founder, chairman and ceo Jim Koch shared in a note to employees this afternoon. "We agreed on this transition together, and her last day will be March 6," he added. No word yet on who will backfill Lesya. Tho in the interim, "our current marketing leaders will continue to drive our 2026 plans" and report into chief operating officer Phil Hodges, with Jim staying "involved with the brands as I am today." Boston Beer "doubled the size of our business" during Lesya's tenure as she led the growth of "both Truly and Twisted Tea to over 50 million cases at their peaks," followed more recently by the strong launch of Sun Cruiser as "one of the largest dollar growth contributors in the industry," Jim highlighted. Yet "at the same time, our core brands have come under increased market and competitive pressure." Truly is under half of its peak volume and Twisted Tea is coming off its first year-over-year decline in its history, INSIGHTS estimates.After discussions over the last several months about the direction of Boston Beer's mktg plans, Lesya's "strong commitment to making our team best-in-class" and "desire to pursue something more entrepreneurial in nature," she concluded that "now is the right time to leave" her role at Boston Beer. "Just as importantly, she built a strong marketing leadership team that is well positioned to carry the work forward," wrote Jim."We know we have plenty of work ahead and we're confident the team will continue to focus on delivering our plans for the year," Jim noted, adding that they'll determine how best to organize the team over the next several months with a view toward "returning our brands to growth mode." He ended the note by thanking Lesya for "everything she has contributed" to the company, including new ideas, new strengths as well as being a "great pleasure" to work with. Before her time with Boston Beer, Lesya served as cmo for Heineken USA, North American president of Weight Watchers and US prexy of Welch's. "She will be missed, and please join me in wishing her luck in her next adventure."Latest Shakeup to Boston Beer's Leadership Team; Just 2 of 10 Execs In Role Before 2022 Lesya's departure marks the latest in a long line of exec changes at Boston Beer. That of course starts with 76-yr-old founder/chmn Jim Koch, who got back in the saddle as ceo last Aug after the surprise departure of Michael Spillane. Co then promoted chief supply chain officer Phil Hodges to chief operating officer in Oct, backfilling his role with Phil Savastano. And chief people officer Carolyn O&#39;Boyle stepped down shortly after, replaced by nearly 25-yr Boston Beer vet Laura Boynton.That's all just in the last half yr or so. But pretty much all of Boston Beer's leadership team was appointed in the past few years. In Aug 2023 co announced cso John Geist's retirement, replaced at the end of that year by Mike Crowley. Earlier that summer Diego Reynoso was named new cfo. Plus Annette Frisch was promoted to veep of product design and r&d in Jul 2022 and Tara Heath to chief legal officer and gen counsel in May 2022. Upon Lesya's departure, they'll be the longest-tenured members of Boston Beer's 10-person leadership team with the exception of chief accounting officer Matt Murphy (in role since 2015) and Jim Koch, who founded the co back in 1984.

Boston Beer CMO Lesya Lysyj to Step Down After 7 Yrs in Role

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