Guylian appoints Leen Baeten as new CEO tasked with renewed business growth
Leen Baeten takes the helm as new CEO of Guylian later this week. Pic: Guylian
Guylian has confirmed a key appointment for its global confectionery business, as it appoints a new CEO Leen Baeten, who takes up her post from the start of August, writes Neill Barston.
She takes up her post at the Belgian-headquartered premium chocolate manufacturer from outgoing postholder Tom Snick, who steps down from the role this week, having taken over in challenging conditions in 2021 at the height of the Covid-19 pandemic.
Baeten, 43, has gained over 15 years within the sector, having previously enjoyed senior roles within Godiva and Puratos, which has ensured she is well placed to make a fresh impact within the business.
During the past few years, the company’s renowned chocolate seashells have undergone a notable major rebrand, and have enjoyed success in the resurgent travel retail segment, which is experiencing a boom again in the wake of a post-pandemic return to business and leisure journeys around the world.
As Guylian noted, Baeten has considerable experience in strategy, business development, operational management, in international and local retail, marketing and innovation. Her proven rapid development in an international context and strong business acumen make her the ideal CEO to take Guylian to new heights. Moreover, she is known as a passionate leader within her respective positions.
Industry experience
Prior to her new role at Guylian, Baeten’s career included 14 years at Godiva Chocolatier, where she held various marketing and leadership positions. For her last four years with the brand, she held the position of Head Of Business, Europe and Marketing Director EMEA. She played a crucial role in growing the brand in boutiques, travel retail, wholesale, and online channels.
Before that, she worked for five years as a consultant for prominent companies in Food (both B2B and B2C) and FMCG, such as Gilette, P&G, Chiquita, Puratos, FrieslandCampina, Panasonic and Godiva.
“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.”
She added: “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 is determined to continue Guylian’s leading sustainability policy: “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.” In addition, the brand uses only ingredients of natural origin, packaging that is 100% recyclable and the production site in Sint-Niklaas is completely climate-neutral. “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”, concluded. Baeten, who has operated within strategy, business development, operational management, in international and local retail, marketing and innovation. As the confectionery business asserted, her rapid development in an international context and strong business acumen make her the ideal CEO to take Guylian to new heights.
Her previous roles, including at Godiva, saw her take on a strong management role as head of business, Europe and marketing director, where she was responsible for growing the brand in boutiques, travel retail and online outlets across the company’s operations.
