Baeten joins the chocolate maker from Godiva Chocolatier, where she has spent the past 14 years in a number of marketing and leadership position, culminated as head of business for Europe and marketing director for Europe, the Middle East and Africa.
Commenting on her appointment, 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.
Long-term perspective
“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.”
Baeten officially starts in her new position today (1 August) and will focus on driving sustainable growth for the business.
Founded in 1958, Guylian is best known for its seashell shaped pralines which it exports to 120 countries from its headquarters in Sint-Niklaas, Belgium.
The Sint-Niklaas production facility produces up to 68 tonnes of chocolates each day and still use co-founder Guy Foubert's original recipe to make the Guylian hazelnut praline filling.
Food and drink appointments
In other appointment news, food retail, wholesale and distribution company A.F Blakemore has hired a new chief financial officer to helm all matters involving finance, property, IT and procurement.
Ian Kellett, joined the company from Parkdean Resorts, were he served as group CFO. Kellett officially took up the position on 1 August 2024.
Meanwhile, the UK’s fastest-growing meat-free brand in retail has seen a leadership shuffle, as Elin Roberts joins Chris Kong as co-CEO.
Roberts, who set up the company with Kong and two others in 2019, had been focused on marketing but said her role had naturally expanded to encompass business strategy and people management.
