Soon Yu
Author, 'Iconic Advantage' at VF Corporation


Soon Yu is an international speaker, author and consultant on innovation and design. His upcoming book “Iconic Advantage,” focuses on unleashing the power of iconic brands. Yu has founded and served as CEO for several venture startups, was a consultant at Bain and Co. and was a general manager at Chiquita Brands and The Clorox Co. He most recently served as the global vice president of innovation at VF Corp., parent organization to such well-known companies as The North Face, Vans, Timberland, Nautical and Wrangler. While at VF, Yu created a $2 billion innovation pipeline, established three global innovation centers and initiated industry leading design best practices. He earned a bachelor's degree in electrical engineering from the University of California, Davis and an MBA from the Stanford University Graduate School of Business.