Transformed $6-Digit Media Budget into Growth Engine
Client (In-House): Fortune 400 CPG Conglomerate | Corona, Modelo, Pacifico
Service Area: Media Strategy, Attribution Modeling, Innovation Pilots, Measurement Systems
The Challenge
Constellation Brands, known for household names like Corona and Modelo, directly managed over $50M annually in omnichannel media investments. Despite the spend, the company lacked scalable attribution, consistent creative testing, and a reliable way to connect media exposure to sales that directly attributed to business ROI.
During my time at Constellation, I identified these gaps and led the strategic transformation of Constellation Brands' media team to the organization.
The Objective
The mission was clear: evolve media from a reactive cost center to a proactive, performance-driven engine. The work focused on:
- Developing and implementing cross-channel attribution frameworks
- Improving creative/media testing speed and results
- Pioneering pilots that bridged the gaps between long-term awareness to short-term ROI
The Strategy
Kathie implemented a multi-phase media transformation strategy to increase efficiency/effectiveness, improve attribution visibility, and set the foundation for scalable
performance marketing across the entire portfolio.
Multitouch Attribution (MTA) Innovation
One of the most critical initiatives was introducing a company-wide multitouch attribution framework.
Kathie led the cross-functional effort to design and deploy a deterministic, PII-based MTA model. This allowed the company to track individual consumer exposure across platforms—connecting ad impressions to actual behaviors and conversions with far more
accuracy. Additionally, the team was able to segment performance by creative, platform, audience, and frequency to surface what truly drives ROI, and finally, enabled real-time data visibility that empowered marketing, analytics, and brand teams to optimize in-flight conversions.
For Modelo, the MTA analysis revealed that Hispanic audiences were significantly more responsive at lower ad frequencies. This insight led to a 50% reduction in media
waste, higher conversion efficiency, and improved user experience for one of the company’s top-performing demographics.
The Results
- The multitouch attribution (MTA) model exceeded MMM ROI targets by 30%. The framework has since become the company’s measurement baseline for ensuring accuracy and media efficiency.
- Drove advanced audience strategies and omnichannel GTM plans for measurable growth at Scale.
The Conclusion
This case study reflects how Signal Growth applies enterprise-tested systems to modern media challenges. By combining advanced attribution modeling, creative optimization, and first-mover innovation, work originally delivered at Constellation Brands now helps other companies scale smarter—at speed.
