Baskin-Robbins has appointed Geraldine Van Der Merwe as the new National Marketing Manager, with Van Der Merwe joining the company this month.
Most recently holding the role of National Marketing Manager for Retail Food Group’s Michel’s Patisserie, Van Der Merwe comes to Baskin-Robbins with almost 20 years’ experience in food retail, quick service restaurants and fast moving consumer goods.
The appointment comes just as Baskin-Robbins has announced plans to increase its store network by 25% over the coming year and its ambition to become Australia’s first choice for ice cream.
David Jordan, General Manager of Baskin-Robbins Australia says: “Geraldine is an excellent addition to the Baskin-Robbins family. We’re currently in the process of growth and aim to increase our brand presence in existing and new markets. Geraldine’s extensive experience across food and retail will be highly beneficial as we move forward and she will play an important role in helping us achieve our goal to become Australia’s leading ice cream brand.”
In the role, Van Der Merwe will be responsible for leading the brands national marketing strategy with an immediate focus on growing brand awareness and guest engagement through the relaunch of the Club 31 loyalty program, implementing an online ordering platform, as well as developing strategies to drive local store marketing initiatives to support Franchise Partner growth.
Van Der Merwe replaces Julian Casa who headed up marketing for Baskin-Robbins for three years. Casa is pursuing a career change, moving with his family to the Northern Territory.