The CPG Guys are joined in this episode by Dr. Jeffrey Hendrix D.B.A., Chief Customer officer at Bimbo Bakeries USA, part of Grupo Bimbo, the world’s largest baking company with operations in 35 countries. Bimbo Bakeries USA employs 22,000 associates across the Country in bakeries, sales centers, corporate offices and on sales routes to ensure our consumers have the freshest products to feed their families at every meal.

Follow Jeff on LinkedIn at: https://www.linkedin.com/in/hendrixj/

Follow Bimbo Bakeries USA online at: https://www.bimbobakeriesusa.com/

Jeff answers these questions:

1. As Chief Customer Officer at Bimbo Bakeries USA, how are you evolving the customer organization to drive both topline growth and profitability in today’s omnichannel retail environment? 
2. With your background bridging commercial and supply chain, how are you using customer transaction and POS data to reduce out of stocks and improve execution at the shelf? 
3. Retail media can create immediate lift but also real risk. How do you think about governance and readiness before committing trade dollars to retailer media platforms? 
4. When digital demand moves faster than replenishment systems, where do you see the biggest execution breakdowns today? 
5. What customer and supplier data signals matter most to closing the loop between demand creation and shelf availability?
6. The industry is shifting from joint business planning to joint value creation. How does that show up in day-to-day decisions, not just quarterly plans?
7. Beyond revenue and share, what KPIs best reflect whether marketing, sales, and supply are truly working together? 
8. As AI and automation become more embedded, where should algorithms guide decisions and where must frontline judgment remain essential? 
9. What are the hardest organizational barriers to making convergence real: systems, incentives, or culture?
10.  Looking ahead, what capabilities will separate companies that can compress the response cycle from those that cannot?

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