Corona Premier

While working on Corona Premier, I led our team through the development and execution of, “Welcome to the Premier Side of Light" - a fully integrated brand platform designed to reposition Corona Premier as the exceptional choice within the light beer category. Partnering closely with strategy and creative leadership, I helped shape the overarching narrative around intentionality and premium experience, translating key consumer insights into a scalable creative platform that could flex authentically across the brand's major cultural passion spaces - Golf, Baseball, and Boxing while maintaining a cohesive brand story centered on upgrading moments from expected to exceptional. Executional deliverables included TVC, OLVs, social, and OOH across English and Spanish languages. ​

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Once we locked on a creative platform idea, I then led our integrated agency teams (IAT) across media, PR, experiential, shopper, influencer and partnerships, ensuring every discipline translated the platform consistently while tailoring executions to each audience and occasion. From premium golf experiences and wellness-driven activations to culturally resonant boxing partnerships and fan-first baseball moments, the campaign was designed to show up differently within each tentpole while always reinforcing the same core brand truth: Corona Premier is the exceptional side of light beer.

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My role focused on orchestrating the integrated vision, guiding agency collaboration, and leading execution across all owned verticals - creating a unified campaign framework that balanced strategic rigor with culturally authentic storytelling. This integrated work helped to drive significant evolution in Corona Premier's go-to market strategy. It shifted the brand from broad national awareness to a focused regional acceleration approach which increased local media investment, strengthened retail integration, and aligned ATL and BTL across priority growth markets.