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Lotte Confectionery-owned premium Belgian chocolate brand and manufacturer, Guylian, has appointed Leen Baeten as its new chief executive officer.

Baeten succeeds Tom Snick after three years in the role after he announced his departure in March this year. At the time, Snick described his tenure at Guylian as “one of the most intense and joyful chapters of my working life”.

New CEO Baeten assumed the role today (1 August), bringing a wealth of knowledge and expertise to the brand with more than 15 years of experience in the chocolate and confectionery industry.

Baeten spent 14 years at Godiva Chocolatier, where she held various marketing and leadership positions, culminating as head of business for Europe and marketing director for EMEA.

Baetan 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.”

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