Vice President, Integrated Marketing
Campbell Soup Company
Yin Woon Rani is behind Campbell’s tremendous digital transformation, and her relentless drive is enabling the global food giant, and the world’s leading maker and marketer of soup, to become more nimble as the company embraces digital marketing and e-commerce. She has also encouraged Campbell’s to organize around brand categories with category teams that take cues from successful tech companies that build on fast daily meetings and agile market response.
Plus, the latest advertising for the Campbell Soup's brand may be reconnecting to its heritage of good soup and warm memories, but its new tagline "Made for Real, Real Life" offers a contemporary glimpse of real families—no matter how they may be defined. The company's corporate purpose of "real food that matters for life's moments" is striking a chord with consumers.
Today, the company’s portfolio extends beyond the iconic Campbell’s brand to Pepperidge Farm cookies and Goldfish crackers; Arnott’s, Kjeldsens and Royal Dansk biscuits; V8 beverages; Bolthouse Farms super-premium beverages, carrots and dressings; Plum premium organic baby food; Swanson broths; Prego pasta sauces; and Pace Mexican sauce.
Ms. Rani joined the company in January 2014 in the newly-created role of Vice President, Integrated Marketing. She is responsible for establishing the strategic direction for Campbell’s advertising, media, global design and digital marketing and social media, and for ensuring alignment with Campbell’s business strategies, while also overseeing the company’s ad agencies around the world.
Prior to joining the Campbell Soup Company, Yin Rani was President, North America of Universal McCann, the largest operating unit within IPG’s Mediabrands group, where she managed more than $7 billion in billings for the full-service media agency with approximately 1,000 employees. She was responsible for all North American operations, including new product and service offerings, strategy and innovation, planning and buying and business development.
Earlier in her career, she held positions at Grey Worldwide. During her 15-year tenure there, Ms. Rani oversaw accounts for GlaxoSmithKline, Proctor & Gamble, Hasbro, J.M. Smucker’s, and Mars, Inc.-- ultimately achieving the title of Senior Vice President by 2003.
She holds a Bachelor of Arts from Yale University and a Master of Business Administration from the Stern School of Business, New York University.