Nestlé appoints experienced marketer Laurent Freixe as new CEO

Nestlé has appointed Laurent Freixe as its new chief executive officer, effective from September 1, 2024. Freixe, currently executive vice president and CEO of Zone Latin America (LATAM), will take over from Ulf Mark Schneider, who is stepping down after eight years in the role.

The announcement was made via a press release on the Nestlé website last Friday (23 August).

Freixe joined Nestlé in France in 1986, starting in marketing roles that laid the foundation for his experience in brand management and consumer engagement. Over the years, he held various positions of increasing responsibility across Europe and the Americas, where he played a key role in shaping the company’s marketing strategies.

During his tenure as head of Zone Europe from 2008 to 2014, Freixe managed marketing operations during the financial crisis, helping to maintain Nestlé’s market presence. Later, as CEO of Zone Americas, he focused on strategic brand positioning and growth initiatives, which contributed to the company's performance in the region.

Following the reorganisation of Nestlé’s Zone structure in 2022, Freixe was appointed CEO of zone Latin America, where he has continued to navigate complex market conditions with a focus on marketing.

Freixe's appointment comes at a time when it was reported that Nestlé is increasing its marketing spend to bolster its brand presence amid challenging market conditions, despite a 1.5% drop in sales this year. Regionally, Nestlé has also made strategic moves in Asia-Pacific, including the recent appointment of Publicis Media for its media remit, to strengthen its marketing efforts in key markets.

Ulf Mark Schneider, who led the company through significant portfolio realignment and a focus on high-growth categories like coffee, pet care, and nutritional health products, is stepping down after eight years. His tenure was marked by efforts to transform Nestlé into a more innovative and sustainable business. Schneider expressed his gratitude for the support from the Nestlé community and extended his best wishes to Freixe in his new role.