Icecream brand appoints Geraldine Van Der Merwe as national marketing manager as it looks to expand its presence in Australia
Baskin-Robbins has appointed a new marketing chief in Australia as it looks to build out its presence and revamp its customer loyalty program locally.
Geraldine Van Der Merwe joined the ice cream company this month as national marketing manager and was most recently the national marketing manager for Retail Food Group’s Michel’s Pattisserie. She has nearly 20 years’ experience in food retail, including a stint as senior marketing manager for development at Subway, and seven years with Tiger Brands.
She replaces Julian Casa, who has headed up marketing locally for Baskin-Robbins for three years and is relocating to the Northern Territory with his family.
In a statement announcing Van Der Merwe’s appointment, the company said it was planning to increase its store network by 25 per cent over the coming year as part of its ambitions to become Australia’s leading ice cream brand.
On Van Der Merwe’s priority list is shaking up and relaunching Baskin-Robbins’ Club 31 customer loyalty program, implementing an online ordering platform, and developing new strategies to drive localised marketing activities for its franchise partners.
The Club 31 loyalty program was launched in 2012 is currently a free card-based program that rewards customers with monthly discounts, competitions and personal offers. It was a replacement and enhancement of the previous Birthday Club and supported by a website redesign.
Related: 4 brands making customer loyalty programs work
Why Fitness First is dropping its customer loyalty program and turning to data
“Geraldine is an excellent addition to the Baskin-Robbins family,” said Australian general manager, David Jordan. “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.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In this latest episode of our Conversations over a Cuppa with CMO series, we catch up with Jane Power, who stepped into the director of marketing and transformation role at GenesisCare in April 2020.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.
At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.
looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...
Kavin kyzal
How to manage social media during Covid-19
Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...
Pierce Fabreverg
Study: Gen Z are huge opportunity for brands
Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...
Pierce Fabreverg
Board games distributor partners with Deliveroo in business strategy pivot
Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...
Hugo
New campaign aims to build understanding around scope and impact of dyslexia
Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...
Pierce Fabreverg
Does your brand need a personality review? - Brand vision - CMO Australia