Baskin-Robbins has appointed Geraldine Van Der Merwe as its new national marketing manager, replacing Julian Casa. 

Van Der Merwe brings almost 20 years of experience in food retail, quick service restaurants and fast moving consumer goods to the new role.

She was most recently employed as national marketing manager at Retail Food Group brand, Michel’s Patisserie.

The role will see Van Der Merwe responsible for driving brand awareness and customer engagement through the relaunch of Baskin-Robbins’ Club 31 loyalty program, as well as introducing an online ordering platform.

She will also focus on devising strategies to drive local store marketing initiatives to support the growth of franchisees businesses.

“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,” said David Jordan, general manager of Baskin-Robbins Australia.

“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.”