Mike Bascom is moving on from beer but staying in the CPG world.

After 19 years at Labatt’s, Bascom has announced that he is moving into a VP of marketing position at Bimbo Canada where he will oversee work on brands such as Dempster’s, Stonemill, Vachon, Hostess and Takis.

Bascom said in a LinkedIn post that he is energized by the opportunity to partner closely with Marie-Eve Royer, Jonathan Lauzon and Bimbo Canada’s broader executive leadership and marketing teams to help shape the future of the organization.

“Mike’s appointment signals a new chapter for Bimbo Canada as we continue evolving into a modern food company,” Royer, the president of Bimbo Canada, said in a news 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.”

Bascom was promoted to Labatt’s head of connections in 2024. In the position, he oversaw a team of 33 working in media, martech and partnerships and for Draftline, Anheuser-Busch’s internal creative agency.

Previously, Bascom served for four years as senior director of marketing for Labatt’s above core portfolio, which includes international brands such as Corona and Stella Artois, and for two years as senior director of marketing of Labatt’s high end and beyond beer portfolio.

He joined the Labatt’s in 2006 as part of the brewer’s first-ever global management trainee class.