Selina Yoon

syoon@cincconsult.com

 

Selina is a proven brand builder, innovator, strategic problem solver and entrepreneur. Her 30-year experience spans Fortune 100 corporations, entrepreneurship and consulting across multiple industries.

 

At P&G, Selina held numerous line management roles and consistently built business for brands. She won many awards at P&G, including Advertising that Works. Her achievements include uncovering consumer insights to bring back the “Choosy Mothers Choose Jif” campaign to significantly grow the Jif brand, launching new Bounty design and pricing innovations that generated +$300 million in 1 year to over a $1 billion in sales and doubling Charmin/Bounty profit behind a new business and marketing strategy. Selina led Always to market share leadership with product and marketing innovations, notably P&G School program for teens (pgschoolprograms.com), the important life change point marketing program adopted by many brands at P&G.

 

In 1994, Selina left P&G to found Master Communications with a mission to help children become global citizens and multilingual. Selina’s educational media programs have won over 100 awards including Telly Award, Parents’ Choice, Communicator and Oppenheim Award. In 2011, Jim Stengel, former P&G Global Marketing Officer, selected Selina as one of his core consulting team members. Selina led strategy and communication of the Jim Stengel Company as managing director and won an award for the new jimstengel.com website in 2014. Her consulting experiences span CPG, B2B, new technology, QSR, TV/films, training in creativity, advertising, leadership and purpose driven brand building.

Consulting/Training Expertise

  • Business Strategy – Where to play & How to win
  • Brand Building (BBF) – Who (target audience), What (brand equity) and How to win
  • New Product Launch – landscape, strategy, commercial innovation & strategy
  • Effective Communication – creative briefs, consumer insights and content development
  • Develop & Facilitate interactive training for leadership, marketing and communication
  • Purpose and Culture – Defining corporate/brand purpose and culture for long-term growth

Experience

Cincinnati Consulting Consortium – Cincinnati Ohio

2014-current President, Asia Pacific

Jim Stengel Company – Cincinnati Ohio

2011-current Managing Director, Grow Consultant

Master Communications – Cincinnati Ohio

1994-2014 President/CEO

Procter & Gamble – Cincinnati Ohio

1991-1994 Associate Ad Manager/Marketing Director Always
1989-1990 Brand Manager Always
1988-1989 Brand Manager Bounty & Charmin
1985-1987 Assistant Brand Manager Duncan Hines, Jif, Olestra/Salted Snack

Education

MBA Marketing & Economics – University of Chicago Booth School of Business

BA Mathematics & Fine Arts – Smith College