Committee members
Rafael has a bachelor's and master's degree in Business Administration from ESADE in Barcelona. He also holds 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 business strategy and marketing in multinational companies such as Henkel, Clorox, Danone and Grupo Bimbo.
From 2002 to 2007, Rafael held the position of general manager of Water in Danone, first in Mexico and later in Spain. He served as Vice President for the Europe, Africa and Middle East Region for Water from 2007 to 2009, Vice President for the Latin America Region for Water from 2009 to 2011 and Dairy Products from 2011 to 2017.
Currently, he serves as CEO of Grupo Bimbo, and previously as COO and CSO, where he supervised various regions, including Bimbo Mexico, North America, Latin America, EMEA and Asia. Additionally, he held key roles as Global Food Safety and Quality Leader and Global Marketing Leader.
Mr. Gaxiola Cuevas has served as Chief Global Finance Officer 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., where 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
Mr. Muldoon has served as our Chief People Officer since July 2019. Mr. Muldoon joined our company in 1995 and he has previously held other positions at Grupo Bimbo in the marketing and exports departments, and general management in Chile, Central America and the United States. In 2011, Mr. Muldoon became responsible for BBU’s talent management, and held the position of Global Talent Director for Grupo Bimbo from 2015 to 2019, period during which he designed and executed tools to attract, develop and manage human talent. Mr. Muldoon holds a degree in Business Administration from Universidad Iberoamericana, and he also completed a program in finance at the Southern Methodist University and a program in management at Universidad Adolfo Ibañez in Santiago, Chile.
Mr. Obregón Servitje serves as Executive VP of Grupo Bimbo for the Europe, Asia and Africa region; he also serves as Chief Operational and Trnasformation Officer. He joined us in 2002 and has since served 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 worked in Bimbo Bakeries USA. Prior to joining us, he worked at Citibank Mexico. He currently is a member of Customer Advisory Board of North America NTT Data. Mr. Obregón Servitje holds a degree in Industrial Engineering from Universidad Iberoamericana, an MBA from Boston University and specialization courses from Harvard Business School.
Mr. Lerdo de Tejada Servitje serves as Executive VP of Grupo Bimbo for the Latin America region and El Globo business unit. 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.
Mr. Mark J. Bendix was recently appointed Grupo Bimbo Executive Vice President, whose responsibility include the North America region and the QSR division. Previously, he served as the CEO of the QSR division at Grupo Bimbo, prior to that, of East Balt Bakeries; after a successful financial turnaround at East Balt, Mr. Bendix led the sale of the company to Grupo Bimbo. He has extensive leadership experience in the baking industry gained over the years in various executive positions at The Bama Companies, General Mills, The Pillsbury Company, and Quaker Oats.
He was recently awarded France’s highest civil medal. Mr. Bendix was recognized for his significant economic and civil development in France over the past decade with the Medal of Merit of the National Order Chevalier dans from President Emmanuel Macron. Mr. Bendix holds a BA from Stonehill College, Massachusetts, where he graduated Magna Cum Laude.
Mr. Gonzáles Guzmán serves as General Director of Bimbo México. He joined Grupo Bimbo in 1996, and since then he has had an extensive professional career holding different management positions in Sales and Marketing in multiple business units of Grupo Bimbo, most recently he was General Director of Bimbo Iberia and later Sales Director of Bimbo México . He has a Master's Degree in Business Administration from IPADE, and a bachelor's degree in Administration and Finance from the Universidad Panamericana, and various studies in Marketing.
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.
Mr. Zarate serves as Chief Supply Chain Officer. Since he joined Group in 1987, he has held different positions such as Plant superintendent at Bimbo Mexico, Production Manager at Bimbo Northwest, Corporate Bimbo and Marinela Operation Manager, Corporate Planning Manager, General Manager at Bimbo de Argentina, and Business VP for Latin America, Asia Organization President for Grupo Bimbo based in Beijing, China, and Supply Chain VP for Bimbo Mexico.
He holds a Biochemical Engineering degree from ITESM (Mexico). He attended the Baking Science & Technology course at American Institute of Baking International-AIB (USA), attended the Advanced Management Program at Instituto de Altos Estudios Empresariales at Universidad Austral Argentina (IAE) and holds a postgraduate degree in Strategic Marketing at Universidad Católica de Argentina (UCA) and an MBA at Escuela de Dirección de Empresas de la Universidad Argentina de Empresas (EDDE). He also serves as IBIE 2025 Chair.