Jeanine Lewis Canales is the Vice President of Brand Management at The Bumble Bee® Seafood Company. In her role, she is responsible for managing the Company’s diverse brand portfolio within the Shelf Stable Seafood Category as well as leading the innovation strategy, consumer insights, and omni channel shopper marketing in support of those brands. In just 18 months with the Bumble Bee, Jeanine not only led the development of the Bumble Bee Brand Identity including Belief and Mission, but she also developed and deployed the Company’s regional growth strategy, customer prioritization approach, identified category drivers, and improved brand health by >15 points vs. 2020. Bumble Bee was named in 2021 as the #3 most improved brand by YouGov. And, in 2022, Jeanine is relaunching the brand which includes a new visual identity system, new portfolio packaging, and a breakthrough new campaign aimed at stimulating the category as well as Bumble Bee’s leadership position.
Jeanine has over 15 years of Brand Management experience; predominantly in traditional CPG in key classical brand leadership roles, but also in Multicultural Marketing, and Innovation. She has held positions at The Coca-Cola Company as Brand Director of Coca-Cola Trademark, at Shell Oil Company, and General Mills. Jeanine also led Retail Marketing and Media at Office Depot.
Known for her strategic thought leadership, passion and authenticity, Jeanine has a track record of infusing inspiration and vision into iconic brands. She not only does this through identifying opportunities for business growth, but also by elevating her teams; and the individuals within them.
Jeanine is a wife and mom of a six-year-old son and lives in Boca Raton, Florida. A believer in living with intention, Jeanine invests her spare time in continued learning, but also in creating lifelong memories with her family through travel and by designing special everyday moments.
