Shakeup in marketing leadership at Bimbo

by World Grain Staff
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MEXICO CITY, MEXICO — Grupo Bimbo SAB de CV has announced a change at the top of its global marketing executive lineup. Alfonso Argudin has been promoted to vice-president of global marketing. Paco Casa, the company’s chief marketing officer (CMO), is leaving Bimbo in January.

In his new position, Argudin will report to Pablo Elizondo, executive vice-president of Grupo Bimbo.

Since May 2014, Argudin held the title of commercial vice-president – brand manager for bread and pastries at Grupo Bimbo. He joined the company in 2009 as a marketing manager and a year later was named national sales director – modern channel. From January 2012 until April 2014, Argudin was in Buenos Aires as marketing vice-president for South America.

Earlier in his career, Argudin held positions with Colgate Palmolive (group brand manager), Nestle S.A. (consumer marketing manager) and, dating back to 2001, ACNielsen (client executive).

Casa had been with Grupo Bimbo as CMO for three years. Before that, he was CMO for Bimbo Iberia, a business acquired by Grupo Bimbo in late 2011. For 11 years before that, Casa held numerous positions at Sara Lee Corp. (and then Hillshire Brands, which was a Sara Lee spin-off) in Europe, including marketing director for the global brand Ambi Pur, a house fragrances business, and president of the Kiwi shoe polish business. He was CMO of Bakery Europe, the former Sara Lee Iberian baking business, from July 2008 until November 2011.

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