Baskin-Robbins has appointed Geraldine Van Der Merwe as the new national marketing manager, with Van Der Merwe joining the company this month.

Formerly the 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

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

Van Der Merwe will be responsible for leading the brand’s national marketing strategy with an immediate focus on growing brand awareness and customer engagement through the relaunch of the Club 31 loyalty program and implementing an online ordering platform. She will also develop strategies to drive local store marketing initiatives that support franchisee growth.

Van Der Merwe replaces Julian Casa who headed up marketing for three years at Baskin-Robbins and is moving with his family to the Northern Territory.