At Bergner, the role of our community managers is fundamental. They are in charge of giving voice to our brands and strengthening the bond with our followers. Their creativity, empathy and commitment allow us to connect with audiences around the world in an authentic and close way.
To commemorate International Community Manager Day, celebrated this week, we spoke with Marta Alonso, Maite Galera and Elisa Gil from the Social Media team in Spain, Sabina Jakupovic from Germany and Mihir Wahi from India, who shared with us their experience, strategies and lessons learned in this key role.
How do you connect with the audience in your region to convey brand values?
Marta Alonso, Maite Galera and Elisa Gil (Spain): “Each brand has its own personality, and we adapt communication to connect in an authentic way. With MasterPRO, we speak the language of those passionate about cooking, combining science, innovation and technique. With San Ignacio, we evoke Spanish tradition and the warmth of home. And
with Be Bergner, we create a close community, offering practical solutions for everyday cooking.”
Sabina Jakupovic (Germany): “In Germany, authenticity and transparency are key to building trust with the audience. We tailor content to local preferences, using formats that encourage interaction and emphasizing the values of innovation, quality and sustainability.”
Mihir Wahi (India): “We connect with our audience by promoting a healthy lifestyle and celebrating cuisine through regional festivals. We tailor communication to each culture and region, using diverse languages and collaborations with local influencers.”
What tool or strategy do you consider essential in your daily work and why?
Marta Alonso, Maite Galera and Elisa Gil (Spain): “Active listening. Beyond any digital tool, the most important thing is to pay attention to what our community says, asks and needs. We analyze comments and messages to adjust the strategy in real time.”
Sabina Jakupovic (Germany): “Negotiations are key, especially in influencer marketing and brand collaborations. Securing long-term relationships ensures more authentic and effective campaigns.”
Mihir Wahi (India): “We use social listening to understand what our audience likes: healthy cooking, food trends and utensil preferences. Analyzing this data helps us create relevant content and effective collaborations.”
How has social media helped Bergner Group and its brands as a global company in different markets?
Marta Alonso, Maite Galera and Elisa Gil (Spain): “They have allowed us to create a community united by cuisine. We adapt the content according to each market, highlighting the values that connect best with each audience.”
Sabina Jakupovic (Germany): “Social media helps us to localize ourselves in different markets while maintaining a unified brand identity, as well as giving us real-time access to our audience.”
Mihir Wahi (India): “They have allowed us to reach out to diverse audiences, adapt to their needs and build trust with relevant and culturally tailored content.”
Which social media campaign or post has had the greatest impact and why do you think it was so successful?
Marta Alonso, Maite Galera and Elisa Gil (Spain): “A post about salad dressings in summer was a great success thanks to its usefulness and visual appeal. We also highlighted the impact of posts about The Drop event, which generated a lot of interaction.”
Sabina Jakupovic (Germany): “The MasterPRO Creators Club event with chef Roland Trettl was very successful because of its exclusivity and the participation of influencers, which amplified its reach.”
Mihir Wahi (India): “The Indian Cooking Challenge generated over 171 entries and attracted thousands of new followers, while our Bergcast podcast series has amassed millions of views.”
What feedback from Bergner Group fans has been most meaningful or exciting to you?
Marta Alonso, Maite Galera and Elisa Gil (Spain): “We received messages from customers grateful for the quality of our products. A special case was that of an elderly customer who wrote to us with doubts about her food processor and ended up sending us photos of her successful recipes.”
Sabina Jakupovic (Germany): “Our followers value the quality and design of our products, and especially enjoy seeing our collaborations with chefs and influencers.”
Mihir Wahi (India): “The most valuable feedback is when customers tell us how our products have enhanced their cooking experience. It helps us to continuously innovate and improve.”
The work of our community managers is key to bringing Bergner Group brands to millions of people around the world. Thanks to their dedication, we continue to build a global community united by a passion for cooking. Let's keep moving forward together!
