Chocolate seafood producer Guylian has a new CEO: Leen Baeten is leaving Godiva to succeeds Tom Snick, who had been at the helm of the Belgian chocolate brand since 2021.
“Exciting new chapter”
Baeten will start her new position on 1 August. With fifteen years of experience in the confectionery industry, the 43-year-old brings with her a great deal of expertise: in recent years she held various roles at Godiva, where she was Head of Business for Europe and Marketing Director for Europe, the Middle East and Africa.
The experience will be more than welcome, as Guylian faces some major challenges. Her predecessor suddenly left in March without giving a reason. He was appointed by South Korean owner Lotte Confectionery with the task to double sales by 2026 through a major rebranding, as well as with sustainability commitments. Now Baeten says she wants to “lead Guylian through a exciting new chapter.” “Marketing will be the driving force in creating value for all our stakeholders”, the new CEO said.
Guylian produces more than 800 million chocolates annually in its 27,000 sqm production facility. Since 2008, the company has been part of the Lotte Group.
