• by Steve McClellan  @mp_mcclellan, December 13, 2013

Packaged foods giant Campbell Soup Co. has appointed former UM North America president Yin Woon Rani to the newly created role of vice president, integrated marketing, the company said Friday.

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.

The company said Rani will work closely with business unit marketing teams and oversee the company’s creative, media, digital and design agencies around the world. Those agencies include WPP’s Y&R and MEC and Omnicom Group’s BBDO.

“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 Campbell CMO Michael Senackerib, to whom Rani will report. Senackerib joined Campbell’s 14 months ago as the company’s first CMO.

Rani left UM in early 2013 after a major management reorganization that impacted both UM and sister agency Initiative, both of which are managed by Interpublic’s media arm IPG Mediabrands.

Earlier, Rani held positions at Grey Worldwide, where she started her career in 1996 and rose to senior vice president. During her 15-year tenure at Grey, Rani oversaw accounts for GlaxoSmithKline, Procter & Gamble, Hasbro, J.M. Smucker’s Co. and Mars.