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Steering Committee

Committee members

Daniel Javier Servitje Montull
CEO, Grupo Bimbo
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Mr. Daniel Servitje Montull has served as Chief Executive Officer of Grupo Bimbo since 1997, and as Chairman of the Board of Directors since 2013. He holds a degree in Business Administration from Universidad Iberoamericana, in Mexico. In 1987 he obtained an MBA degree from Stanford University. He joined Grupo Bimbo in February 1982, where he has been responsible for different positions, including VP of Bimbo, Chief Executive of Marinela and VP of Grupo Bimbo.

Javier Augusto González Franco
Executive VP, Grupo Bimbo
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Mr. González Franco has served as Executive VP of Grupo Bimbo since February 2014. He holds a degree in Chemical Engineering from Universidad Nacional Autónoma de México (“UNAM”), an MBA from Universidad Diego Portales, in Chile, an Advanced Management degree from Harvard University and a degree from the IMD in Switzerland. Mr. González Franco joined Grupo Bimbo in 1977 and has served as Deputy Chief Operating Officer of Latin America, Deputy Chief Executive Officer of Bimbo Organization, Manager Director of Barcel and Manager Director of Bimbo.

Alfred Penny
President, Bimbo Bakeries USA
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Mr. Fred Penny has served as President of Bimbo Bakeries USA since April 2013. He began his career in the Finance section at General Foods and advanced through several positions of increasing responsibility over the next decade. In 1990, Mr. Penny was named Director of Strategic Planning and Productivity for Kraft Baking, and in 1993 he became General Manager of Intermountain's Denver market area. He became Vice President and General Manager of Entenmann's business in 1997, and was named Executive Vice President of George Weston Bakeries, Inc.

Diego Gaxiola Cuevas
CFO, Grupo Bimbo
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Mr. Gaxiola Cuevas has served as Chief Financial Officer in Grupo Bimbo since August 2017. Mr. Gaxiola Cuevas has more than 20 years of experience in similar positions, including, most recently, having served as Chief Financial Officer of Alsea, a leading operator of quick service restaurants, coffee shops, and casual dining establishments in Latin America and Spain. Before Alsea, Mr. Gaxiola Cuevas worked for Grupo Desc. S.A.B. de C.V. in corporate finance and in Grupo Televisa, S.A.B. de C.V. he had various positions in finance. Mr. Gaxiola Cuevas holds a master’s degree in finance from Universidad Anahuac and a bachelor’s degree in business administration from Newport University and Universidad Iberoamericana.

Juan Muldoon Barrena
Chief People Officer, Grupo Bimbo
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Mr. Juan Muldoon Barrena has been the Chief People Officer since July 2019. Mr. Muldoon holds a Bachelor of Business Administration from the Iberoamericana University and completed a Certification in Finance at Southern Methodist University and a Certification in Senior Management at the University Adolfo Ibáñez in Santiago, Chile.


His professional experience includes various positions at Grupo Bimbo, in the areas of marketing, exports and general management in Chile, Central America and the United States. He was Bimbo Bakeries USA’s Talent Manager from 2011 until 2015 when he was named as Global Talent Director at Grupo Bimbo Corporate.

Rafael Pamias Romero
Executive VP, Grupo Bimbo
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Mr. Pamias Romero serves as Grupo Bimbo's Executive VP for the Latin American region and is a member of the Steering Committee. He also serves as CSO, Global Research & Development and Marketing Leader. Mr. Pamias Romero has a bachelor's and a master's degree in Business Administration and Management from ESADE in Barcelona. He also has a master's degree in International Management from the Thunderbird School of Global Management in Arizona.

He has more than 35 years of experience in Marketing and Business Strategy in multinational companies such as Henkel, Danone and, currently, in Grupo Bimbo. At Danone from 2002 to 2007, Mr. Pamias Romero was General Manager for the Waters category in Mexico and Spain. From 2007 to 2017 he covered the Vice Presidency for the Europe, Africa and Middle East region for Waters (2007 to 2009), the Vice Presidency of Latin America for Waters (2009 to 2011) and Dairy Products (2011 to 2017).

Raúl Ignacio Obregón Servitje
Chief Transformation and Information Officer, Grupo Bimbo
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Mr. Obregón Servitje has served as Chief Information and Transformation Officer since April 2017. He joined the Company in 2001 and advanced through several positions, such as, Executive Chief Officer of Bimbo South America, Chief Corporate Officer of Sales, Chief Officer of Big Customers at Bimbo Mexico, General Manager of Bimbo Peru and also worked in Bimbo Bakeries USA. Prior to joining the Company, he worked at Citibank Mexico. Mr. Obregón Servitje holds a degree in Industrial Engineering from Universidad Iberoamericana, an MBA from Boston University and specialization courses from Harvard Business School.

Mark Bendix
Executive VP, Grupo Bimbo
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Mr. Mark Bendix has served as President of Bimbo QSR of Grupo Bimbo, since 2017. Previously, Mr. Bendix was the Chief Executive Officer at East Balt Bakeries; after a successful fiscal turnaround of East Balt, Mr. Bendix led the sale of the Company to Grupo Bimbo. He has extensive leadership experience in the baking sector based on years of executive positions at The Bama Companies, General Mills, The Pillsbury Company and Quaker Oats.

He holds a BA Degree from Stonehill College, Massachusetts, graduating Magna Cum Laude. He recently was awarded the highest civilian medal from France. Mr. Bendix was recognized for significant economic and civil development in France over the past decade with the Chevalier dans National Order Merite Medal from President Emmanuel Macron.

Fernando Lerdo de Tejada Servitje
Executive VP, Grupo Bimbo
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Mr. Lerdo de Tejada Servitje serves as Executive VP of Grupo Bimbo for the Latin America region. He has more than 15 years’ experience in the food, retail and consumer goods industries. Mr. Lerdo de Tejada Servitje has served top management responsibilities in the U.S., South America and Europe with Grupo Bimbo, such as President of Bimbo Iberia of Grupo Bimbo, and more recently, President of Ricolino, the confectionery business of Grupo Bimbo. He holds an MBA from the Harvard Business School and a BA from Universidad Iberoamericana.

Miguel Ángel Espinoza Ramírez
President, Bimbo México
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Mr. Espinoza Ramírez has served as President of Bimbo Mexico since February 2014. He holds a degree in Industrial Engineering from Instituto Tecnológico de Chihuahua and has completed various programs at the IPADE and the Advanced Management Program in Harvard University. Mr. Espinoza Ramírez joined Grupo Bimbo in 1981 and among his previous positions, he has served as General Manager of Dulces y Chocolates Ricolino, Vice President of Barcel del Norte, Administrative Manager of Organización Barcel, President of Barcel, Commercial Manager of Bimbo, and later, President of South America Operations.

Alejandro Rodríguez Bas
President, Barcel
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Mr. Rodríguez Bas serves as Global President of Barcel, he has also served as President of Barcel USA of Grupo Bimbo. Previously he served as CEO Acosta Sales and Marketing. EVP new business and market development at C&S Wholesale Grocers and CEO of grupo LALA. Mr. Rodriguez Bas is an experienced executive in the salty snacks category having served as CEO PepsiCo Australia and New Zeland. President Central America & the Caribbean and in different capacities at PepsiCo Mexico Foods. Mr. Rodriguez Bas holds an MBA from Harvard Business School and a Bachelor in Science Electromechanical and Industrial engineering from Universidad Panamericana.