Meet Selina Yoon

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

Brand Strategist

At Procter & Gamble, Selina held numerous line management roles and consistently built business. Selina led a multifunctional team and drastically changed strategy which doubled the profits on capital intensive Charmin and Bounty brands leading to a $180 million capital investment. Most notably, Selina led the Always brand to market share leadership in the US; she was chosen to share her team’s unique marketing and product programs and winning business results at P&G’s annual meeting.


In 1994, Selina left P&G to found Master Communications with a mission to help children learn a second language and become global citizens. She created Asia for Kids & Culture for Kids catalogs, the first of their kind in the marketplace. She is best known for commercializing “Families of the World” and “Worlds Together” series, among hundreds of products she has launched. The series has broadcast on PBS in the US and worldwide. Her products and programs have won hundreds of awards and have been recommended by Nickelodeon Magazine, Family Fun (Disney), Parenting, Parents, Billboard Magazine, Yahoo Kids!, and many newspapers and blogs. Through her start-ups, she has had successful results in B2B – government and educational institutions.


Selina’s consulting clients include consumer products, QSR, major telecommunications corporations, international publishers and well-known trademarks. She played a key role as a consultant to launch Nickelodeon’s “Blue’s Clues” and other properties in Korea with localized TV, licensing and merchandising programs across all product categories and channels. Selina has extensive experience in brand purpose, brand strategy, global brand building, product launches, brand and trademark licensing, media, technology, and digital marketing. Since 2011, Selina has joined Jim Stengel’s team in helping companies find their purpose for long-term growth. Selina also provides her expertise in strategy and marketing as Senior consultant and President of APAC, Cincinnati Consulting Consortium.

Higher Purpose

Selina is passionate about helping people achieve their maximum potential through education and training. Her work includes providing resources for refugees and helping non-profit organizations fund their efforts to improve education and literacy worldwide.


Born in Seoul, Korea, Selina Yoon is a former competitive figure skater and coach. She has an MBA with specialization in Marketing and concentration in Economics from the University of Chicago Booth School of Business, and a BA in Mathematics and Fine Arts from Smith College. Selina is married to Frederick Chen and has two trilingual children. She lives in Cincinnati, Ohio.

Jim Stengel Company
cincinnati consulting consortium

Connect with Selina
Master Communications is a Certified Minority Business Enterprise (MBE).