How Grupo Bimbo Is Reinventing Legacy Brands for the Modern Consumer

Catherine Pinkham Berger, VP of Marketing Transformation & Services at Grupo Bimbo, joins Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) to break down what it takes to evolve iconic, household brands in a rapidly changing consumer landscape. From balancing data and storytelling to managing a massive portfolio across omnichannel environments, Catherine shares how modern marketers can drive relevance, loyalty, and growth. She also reflects on her journey from agency life to leading transformation at one of the world's largest food companies. Takeaways Brand positioning requires balancing timeless purpose with timely relevance Storytelling remains critical, even in a data-driven marketing world Shopper-first thinking is replacing the traditional marketing funnel Omnichannel is no longer optional; it is how consumers naturally behave Fragmentation across media and platforms is one of today’s biggest challenges Creative is the most important driver of effective marketing Nostalgia can be a powerful growth lever when paired with innovation Loyalty still exists when brands deliver real value and connection Chapters 00:00 Introduction to Catherine Pinkham Berger 01:29 Role at Grupo Bimbo and scale of the brand portfolio 04:18 Key elements of strong brand positioning 07:31 Balancing storytelling with data-driven marketing 09:15 Omnichannel strategy and evolving shopper behavior 12:03 Challenges data limitations and consumer fragmentation 16:25 Transition from Ferrara to Grupo Bimbo 17:09 Power of nostalgia in brand growth 23:25 Example of marketing that worked 27:05 The most important principle in marketing creative 28:46 Catherine’s career journey into marketing 31:23 Advice for early career marketers