Belgian chocolate business Guylian has appointed Leen Baeten as chief executive following Tom Snick’s departure earlier this year.
Baeten will take up the role from 1 August after spending 14 years at Godiva Chocolatier, where she finished her time as head of business for Europe and marketing director for EMEA.
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The upmarket confectioner best known for its Guylian Sea Shell Chocolates revealed the news in a social media post, describing Baeten as the “ideal leader to guide Guylian to new heights”.
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.”
Previous CEO Snick left the company in March after three years at the helm.
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By GlobalDataThe Dutch national who had previously worked for Italian pasta and sauces maker Barilla, yogurt maker Yoplait and consumer goods giant Unilever was brought in by Guylian in 2021 with a brief to shake things up.
In a 2022 interview with Just Food, Snick said he was engaged in a “thorough modernisation” programme, adding: “There was a sense of urgency to make this turnaround.”
He said: “There is an enormous amount of potential at the company but it had become dusty. It had not been managed that well on the marketing side.”
In Snick’s social media post announcing his departure, he claimed to have succeeded in his turnaround task.
