Pascale Meulemeester

Most recently, I served as President, Western Europe at Barry Callebaut, where I led the transformation of the company’s largest region and contributed as a member of the executive leadership team. This resulted in significant savings and improved supply resilience.

Earlier in my career at Barry Callebaut, I led the global Gourmet business unit, transforming it into a powerful margin accretive growth engine for the group. My journey also took me to major markets, where in 2018 I was appointed Managing Director Japan followed by Managing Director UK & Ireland leading the business end-to-end through a very challenging market environment. This was a highly transformative time which shaped me profoundly as a leader.

I also held various marketing leadership roles starting as European Brand Manager at Sara Lee to Brand Director at Mars driving new category development of the food business and revitalising core chocolate brands. Throughout my career, I’ve thrived on leading culturally diverse teams, shaping consumer-centric strategies, and championing sustainability and innovation as key growth levers. I am very excited to bring my experience to BAT and unlock our full potential.

As regional director of APMEA my priorities are to connect to sustainable profitable growth by bringing rewarding consumer experiences to life whilst fostering strong talent development to deliver A Better Tomorrow™.