Baskin-Robbins appoints new marketing chief and plans customer loyalty overhaul

Icecream brand appoints Geraldine Van Der Merwe as national marketing manager as it looks to expand its presence in Australia

Geraldine Van Der Merwe
Geraldine Van Der Merwe

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

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in