Throughout her life, Selina has found creative ways to combine her love of math and art.

by Selina Yoon

At age 5 she was the youngest person ever to win the grand prize of Korea’s national art competition. Soon after, she began figure skating competitively. Her numerous national awards led her to the U.S. to train and compete. She then became a coach for the World Figure Skating Championships.

In college, Selina searched for ways to combine her creative and analytical sides. When she attended a presentation by P&G at the University of Chicago Booth School of Business, she knew P&G’s brand management was the answer.

Selina discovered and activated purpose on the Jif brand by identifying consumer insights  that changed Jif brand’s target audience, leading to the return to “Choosy Mothers Choose Jif” campaign and the growth of Jif to brand leadership.

She led a successful launch of Bounty design and pricing innovations that generated +$300 million in profitable sales the first year, driving Bounty to a $1 billion brand.

In 1994, Selina left P&G to start up her own company, Master Communications, empowering parents and teachers to help children become multilingual and connect to the world. She has launched numerous award-winning educational media content, books, videos and music programs and reached schools, libraries, broadcasters and government via Asia for Kids and Culture for Kids among many brands.

At P&G, Selina held numerous line management roles with P/L responsibilities – Duncan Hines, Jif, Salted Snacks/Olestra, Bounty, Charmin, and Always.


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