The Wonderful Company announced that Benal Serin has joined as senior vice president of marketing. In her new role, Serin is responsible for leading all marketing efforts in Wonderful’s product portfolio which includes nuts (Wonderful Pistachios), juice, tea and arils (POM Wonderful) and citrus (Wonderful Halos mandarins and Wonderful Seedless Lemons) businesses.
Serin, who starts in mid-June, will focus on expanding the company’s $2.1BN annual retail sales and play an integral role in building brand growth strategies and driving customer engagement for the company’s global marketing initiatives. She will also oversee flavor innovation following the additions of five new No Shells flavors to the Wonderful Pistachios lineup in the past four years, as well as brand and packaging innovation, retail marketing, brand partnerships and more. Serin joins the company as Wonderful Pistachios relaunched its “Get Crackin’” campaign. She will report to Michael Perdigao, president of advertising and corporate communications.
“Benal is an exceptional leader with a strong track record of success and I am confident that with her leadership and passion for our vision, she will take our consumer-centric, innovation, brand and marketing strategies and capabilities to a new level,” said Perdigao. “We are thrilled to welcome Benal and look forward to working with her to build deeper connections with our customers.”
Serin joins the company from Profectus Beauty LLC in New York, where she served as chief marketing officer. Prior to that, she was vice president of marketing global and North America at Revlon. She also spent 12 years at Reckitt, a British multinational consumer goods company, and earlier in her career worked at Roche Pharmaceuticals.
“I have long admired Wonderful and appreciate the company’s commitment to offering high-quality, healthy brands while driving positive change in communities across the globe,” said Serin. “I am humbled to join this company at such a pivotal time and look forward to learning and growing the business with my future colleagues as we collectively build on this work to lead it into its next chapter.”
A graduate of Koc University in Istanbul, Turkey and Georgetown University School of Business, Serin will be based in Los Angeles.
For more information:
Lauren Cleaner
Wonderful
lauren.cleaner@wonderful.com
https://www.wonderfulcitrus.com/