The premium chocolate brand, owned by Yildiz Holding, named Nurtac Ziyal Afridi as CEO. She was named to the position on an interim basis in November, when Annie Young-Scrivner stepped down to become chief executive of the Wella Company.
Afridi, a Godiva board member as well as Yildiz Holding's chief strategy and growth officer, said she will work with her teams to continue making the company's chocolates and chocolate-inspired products accessible by extending its channels, which include online and FDM (food, drug and mass), to reach new consumers and engage with loyal consumers in new ways.
Her appointment comes as Godiva has sought to bring the company's chocolate to a wider audience and adjusted its business operations in line with changes in shoppers' behavior. Year to date, the company has seen significant growth in its consumer base, driven largely by Godiva.com and FDM sales.
"Afridi brings an impressive combination of business, operational and finance expertise to Godiva along with a strong passion for people and nurturing talent,” said Murat Ulker, chairman, Godiva. “She has a proven track record of powerful business results in corporate development, which will ensure that Godiva continues to capture opportunities that honor its roots and align with its bold vision for the future."
At Yildiz Holding, Alfridi played a key role as the business transformed into a global snacking group with more than 300 brands available in over 120 countries. In addition to her operational experience, she led the acquisitions of iconic brands such as Godiva in 2008 and McVitie's, Carr's, Jacobs, and BN (United Biscuits) in 2014.