2024 Generation Next winner Yvonne Chan-Caguiat (Q&A)

Yvonne Chan-Caguiat 

VP, Marketing, Sofina Foods

Armed with an MBA from Queen’s University and several years of experience in brand marketing, Yvonne Chan-Caguiat joined Sofina Foods in 2015 as a brand manager and quickly climbed the ranks to become vice-president, marketing at the company in 2023.

I am responsible for enhancing and elevating Sofina’s presence and reputation in the marketplace by driving growth on both our national branded and customer branded portfolios,” she says. “It involves leading an incredible team of marketers and working alongside a talented group of cross-functional teams to develop and execute short-, medium- and long-term strategies.”

Her focus on innovation has led to multiple marketing victories for Sofina, including successful portfolio rebrands, line extensions and launching into white space areas—all astutely leveraging market trends, data analytics and consumer research insights.

“What I love the most about this industry is that it is dynamic and always changing. Every day sparks a new challenge,” says Chan-Caguiat. “I’m empowered to make decisions that drive progress, and seeing the positive impact of my efforts is really motivating.”

See the full list of Generation Next 2024 winners profiles.

Profiles were first published in the December 2024 issue of Canadian Grocer