Benal Serin has joined Los Angeles-based The Wonderful Company as senior vice president of marketing.
Serin will be 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, according to a news release.
Serin, who starts in mid-June, will focus on expanding Wonderful’s $2.1 billion annual retail sales and will play an integral role building best-in-class brand growth strategies and driving customer engagement for the company’s global marketing initiatives, according to the release. Serin 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, the release said.
Serin joins the company as Wonderful Pistachios relaunched its iconic “Get Crackin’” campaign, which catapulted the brand to become America’s No. 1 nut when first launched in 2009, according to the release. 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-centricity, innovation, brand and marketing strategies, and capabilities to a new level,” Perdigao said in the release. “We are thrilled to welcome Benal to Wonderful and look forward to working with her to build deeper connections with our customers.”
Serin joins Wonderful from Profectus Beauty LLC in New York, where she served as chief marketing officer, the release said. 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 she 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,” Serin said in the release. “I am humbled to join this iconic 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 Wonderful into its next chapter.”
A graduate of Koc University in Istanbul, Turkey, and the Georgetown University School of Business, Serin will be based in Los Angeles, the release said.
