Campbell Appoints Rani VP of Integrated Marketing

Published in CSP Daily News

Will oversee food, snack, beverage company's creative, media, digital, design agencies

Yin Woon Rani

CAMDEN, N.J. -- Campbell Soup Co. has announced the appointment of Yin Woon Rani to the newly created role of vice president of integrated marketing. In this role, Rani will be 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.

Rani will work closely with business unit marketing teams and oversee the company's creative, media, digital and design agencies around the world.

She will report to Michael Senackerib, senior vice president and chief marketing officer. Rani's appointment is effective Jan. 2, 2014. She will be based at Campbell's world headquarters in Camden, N.J.

Rani has almost 20 years of global advertising agency experience in account management across multiple sectors, ranging from consumer packaged goods (CPGs) and restaurants to retail and entertainment. She has directed integrated marketing campaigns and pioneered social media efforts for well-known brands, and led multiple new product launches. Additionally, she possesses extensive expertise in agency management, integrated marketing, client partnerships and business development.

Prior to joining Campbell, Rani was president for North America at global media company 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. Rani was responsible for all North American operations, including new product and service offerings, strategy and innovation, planning and buying and business development. Additionally, she led significant change management efforts across five offices to upgrade talent and integrate strategy, online and offline media and custom content.

"Yin is a great addition to our marketing team and brings extensive strategic capabilities that will complement our existing talent and help us develop a world-class global marketing organization," said Senackerib. "Her broad experience will be instrumental in leading our efforts to create integrated consumer experiences and ensure our brands have purposeful positions in the lives of people who enjoy our foods and beverages. Yin's expertise leading teams and crafting breakthrough creative will help strengthen Campbell's relationships with our loyal existing consumers and find compelling ways to connect meaningfully with new consumers."

Earlier in her career, Rani held positions at Grey Worldwide, where she started her career in 1996. During her 15-year tenure at Grey, Rani oversaw accounts for GlaxoSmithKline, Proctor & Gamble, Hasbro, J.M. Smucker's Co. and Mars Inc., achieving the title of senior vice president in 2003.

Campbell Soup sauces, snacks and healthy beverages. Founded in 1869, the company has a portfolio of brands including Campbell's, Pepperidge Farm, Arnott's, V8, Bolthouse Farms, Plum Organics and Kjeldsens.