Baskin-Robbins appoints new Marketing Manager
The appointment comes after the announcement of plans to increase the chain's store network by 25% over the next year.
Geraldine Van Der Merwe joins the Baskin-Robbins team after her role as National Manager for Retail Food Group’s Michel’s Patisserie. In the role, she will be responsible for the chain's 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.
According to the brand, she has about 20 years of experience in food retail, quick service restaurants and fast moving consumer goods.
“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,” said David Jordan, General Manager of Baskin-Robbins.
