Frederic Landtmeters

Former President, Molson Coors Canada

Leadership | Marketing | Innovation

Frederic Landtmeters has carved out a reputation as a transformative leader within the global beverage industry, particularly known for his remarkable turnaround of Molson Coors Canada. Born and raised in Antwerp, Belgium, in a French-speaking family within a Flemish-speaking community, Frederic learned early on the value of resilience and adaptability. These lessons from his youth have profoundly influenced his leadership style, blending strategic foresight with cultural sensitivity.

Frederic's leadership journey began at Procter & Gamble, where he worked with a team that introduced game changing innovations in the laundry detergent market. His career path led him through roles at Cadbury Schweppes and AB InBev, where he enhanced brand strategies and expanded market presence globally. However, it is his tenure at Molson Coors that highlights his capability for corporate transformation.

As CEO of Molson Coors Canada, Frederic implemented a comprehensive turnaround strategy that revitalized the company's product portfolio and streamlined its operations. Under his leadership, Molson Coors Canada not only recovered from declining sales but also saw sustained growth and improved market share, reestablishing its position as a leader in the beverage sector.

Frederic is renowned for his people-centric approach to leadership. He believes in empowering his team, encouraging innovative thinking, and maintaining a positive work environment even under pressure. His focus on developing potential and fostering a collaborative culture has been key to his success, making him a respected leader who not only revives businesses but also molds future leaders.

In every role, Frederic has demonstrated that with the right leadership, companies can navigate through challenges and emerge stronger. His legacy is defined by his ability to grow companies and his commitment to inspiring and developing those around him.

Frederic’s Journey

1996

Procter & Gamble

Frederic began his professional journey at Procter & Gamble where he served as an Assistant Brand Manager. During his time there, he was involved in pivotal innovation projects, notably transitioning the company’s detergent products from powder to liquid forms. His role involved managing brand strategies and overseeing marketing initiatives for laundry detergents. His tenure here laid the foundation for his marketing and project management skills.

1998

Cadbury Schweppes

After his stint at Procter & Gamble, Frederic moved to Cadbury Schweppes, taking a significant role within the Beverage Division. Here, he led product diversification and innovation efforts, particularly in expanding the soft drink product line. His responsibilities also included managing international partnerships and operations, which broadened his exposure to global markets.

2006

AB InBev

In the mid-2000s, Frederic joined AB InBev as the Global Brand Director for Becks, overseeing the brand's global expansion. This role allowed him to deepen his expertise in global brand management and strategic leadership, managing brand strategy and market penetration efforts across multiple countries, including the USA and Canada.

2010

Moved to Prague

Starbev

Chief Marketing Officer for Central Europe Operations: In this role, Frederic led marketing strategies and initiatives across Central Europe. He managed a diverse team focused on market growth and brand development, preparing him for broader responsibilities in strategic leadership.

2015

Moved to UK

Molson Coors UK

Frederic took on the role of Managing Director for Molson Coors in the UK and Ireland. He led the turnaround of business operations, improving team performance and business metrics significantly. This role marked his transition from marketing into general management.

2016

Moved to Canada

Molson Coors Canada

Frederic was appointed CEO of Molson Coors Canada, where he implements a successful turnaround strategy, modernizing the product portfolio and supply chain. He oversees one of the company's most critical markets, leading Molson Coors Canada through a significant transformation and growth phase.

  • "Thank you so much for pouring your heart and soul into Molson Coors for so many years! You led the Canadian team to reach high levels of pride and performance. You’re leaving Molson Coors Canada ready for the new era and more motivated than I’ve seen in years."

    Geoff Molson
    Molson Coors Brewing Company Board Chair

  • "You have had an impressive run here at Molson Coors and for all the hard work, challenges, successes, and the business performance, I say thank you for giving so much of yourself."

    David Coors
    Board Vice Chair, Molson Coors Brewing Company

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