Belgian chocolatier Guylian has named Leen Baeten as its new CEO, effective from 1 August.
The well-regarded industry figure succeeds Tom Snick who assumed the role in 2021.
Baeten brings 15 years of experience in the confectionery industry to her new role and a proven leadership track record. She spent 14 years at Godiva Chocolatier, where she held various marketing and leadership positions.
During her last four years with the brand, she was appointed as Head of Business, Europe and Marketing Director EMEA. She was instrumental in expanding the brand across boutiques, travel retail, wholesale and online channels.
Before that, she spent five years working as a consultant for well-known companies in Food (both B2B and B2C) and FMCG, such as Gillette, P&G, Chiquita, Puratos, FrieslandCampina, Panasonic and Godiva.
Baeten has an extensive experience in strategy, business development, operational management, international and local retail, marketing, and innovation.
Her proven rapid development in an international context and strong business acumen position her as the ideal CEO to lead Guylian to new heights, the company noted, describing Baeten as a passionate people leader.
Baeten said: “I am thrilled to join Guylian and lead us into a new exciting chapter. Together we will build on our brand’s rich Belgian heritage and drive innovation to deliver exceptional chocolate experiences to our customers.
“I strongly believe that marketing will be the driving force in creating value for all stakeholders: employees, consumers and business partners, society and the planet. This requires insights and a long-term perspective on the brand’s positive impact, enhancing brand equity and future-proofing the company.”
Commenting on Guylian’s continued growth in travel retail, she said: “I am very enthusiastic about Guylian’s achievements in travel retail. The excellent work the team has done so far is commendable, and GTR is a business very close to my heart.
“I am committed to leveraging my own experience and expertise in the channel to support our team and our customers, driving our growth to new heights. The brand has many opportunities to explore, and GTR will certainly be a strategic channel in our growth trajectory.”
Baeten has emphasised her commitment to continue the company’s leading sustainability policy. She said: “In terms of sustainability, Guylian is a role model in the chocolate industry. Guylian is Belgium’s largest Fairtrade A-brand of chocolate and produces exclusively with Fairtrade-certified cocoa.”
The chocolatier prides itself on using only ingredients of natural origin, and sustainably made packaging. Its production site in Sint-Niklaas is described as completely climate-neutral.
Baeten said: “We very deliberately chose that pioneering role in 2022 and will continue to make these sustainable choices. With a focused vision and dedicated team, we will be set for sustainable growth and continued success in the years to come.” ✈
