Bimbo Canada hires new VP of marketing

Bimbo Canada has appointed Mike Bascom to the position of VP of marketing.

The appointment is part of the company’s ambition to elevate its brands strategy and accelerate growth across its bakery and snacking portfolios, Bimbo said in a press release.

Bascom brings more than 18 years of experience in the food and beverage industry to his new role.

Most recently, he held senior leadership roles at Labatt Breweries of Canada, where he led the growth of brands such as Corona, Stella Artois, Michelob Ultra and Mike’s Hard Lemonade, while advancing Labatt’s position in the premium, non-alcoholic and ready-to-drink segments.

“Mike’s appointment signals a new chapter for Bimbo Canada as we continue evolving into a modern food company,” said Marie-Eve Royer, president of Bimbo Canada, in a press release. “He brings a sharp marketing mind, a passion for building brands that consumers love, and the ability to connect strategy with execution. His leadership will be key as we sharpen our focus on consumers, strengthen our brand portfolio, and unlock long-term innovation.”