INDUSTRY:
MULTINATIONAL BREWING
CLIENT:
ANHEUSER-BUSCH INBEV SA/NV.
YEAR:
2021
TIMELINE
6 MONTHS
kick off.
Since 2021, Corona has been reshaping its global identity — moving beyond beer to become a true lifestyle brand. Through strategic expansion into D2C sales, merchandising, travel, retail, and immersive experiences, the brand began to offer more than just a product — it started delivering moments and meaning.
This project kicked off with the bold ambition to unify Corona’s digital presence across all markets. The challenge was to build a scalable, CMS-driven platform that ensured consistency in visual identity and user experience, while still giving local teams the flexibility to adapt content, language, and activations.
task.
My role was to support the creation of a templated global website framework for the Corona brand — one that would be scalable, visually consistent, and adaptable to local market needs. Beyond UX strategy, I was also responsible for crafting the graphic/UI components of the platform, ensuring alignment with Corona’s brand identity and global design standards.
The main goals included:
Establishing a standardized look and feel across all international markets
Enabling flexibility for local teams to translate, adapt, and update content easily
Collaborating with a global team to define a centralized process for always-on content management, performance tracking, and ongoing design improvements
These decisions impacted not just logistics, but also customer support, marketing operations, and platform hosting.
In terms of customer relationship management (CRM), Salesforce was selected to host records, supporting global outreach through scalable email and SMS campaigns under a cost-per-send model. We also implemented testing and personalization tools to optimize user journeys and target media effectively based on local and global behavioral data. Search engine optimization (SEO) and search engine marketing (SEM) were continuously refined to enhance discoverability and elevate conversion rates throughout the user journey.
Finally, we ensured flexibility for new content updates and campaign launches through modular UX components, allowing our team to deploy new homepages or create new sections on demand, supporting a truly “always-on” content strategy.
In this project, the canvas acted as a north star: clarifying why we were building this ecosystem, who we were solving for, and what success would look like across vastly different markets. It allowed global and local teams to speak the same language—balancing Corona’s brand consistency with the unique cultural nuances each country needed to reflect.
By keeping this canvas visible and editable throughout the project, it became a living document that helped us drive decisions fast, validate assumptions through research, and stay focused on user-centered outcomes. It was especially useful in organizing MVP priorities for the August launch, managing expectations, and establishing a shared rhythm for the September rollout and continuous optimization work that followed.
