Ricardo Perez Baez, Grupo Bimbo

Director of Marketing Communications - Global

Grupo Bimbo is the largest Mexican-owned baking company, with operations now in the Americas, Asia and Europe, following a combination of expansion and acquisition.

The details of the company’s size and volume are staggering.  Grupo Bimbo produces over 10,000 products as part of more than 100 well-known brand names; among them: Arnold, Barcel, Ben’s, Bimbo, Brownberry, Dempster’s, Dulces Vero, Eagle, Entenmann’s, Fargo, El Globo, Marinela, McGavin’s, Mrs Baird’s, New York Bakery Co., Nutrella, Oroweat, Plus Vita, POM, Pullman, Ricolino, Sara Lee, Silueta, Tia Rosa, Thomas’, Villaggio, and others

These varied products of Grupo Bimbo are sold in more than 2.3 million retailers and points of sales across 21 countries.  Its extensive distribution network is one of the largest in the Americans with over 52,000 routes, often with visits to the same establishment up to 3 times per day.

Ricardo Perez oversees much of the company’s global marketing communications strategies and has the often-challenging task of balancing global positioning and graphic identity with local insights and relevant innovations for a product as emotionally-significant as one’s “daily bread.”


Mr. Perez has been with the company for four years.  Before joining Grupo Bimbo, he spent a year on the agency side as Account Vice President of Havas Media and Arena Media Communications in Mexico.  His prior role was Assistant Director of Marketing, Advertising and Image for HSBC Holdings Mexico from 2003 to 2010.

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