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

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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