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Goele Smeyers is currently the Head of Brand, Menu & Communication at McDonald’s Belgium, where they lead strategy and execution focused on brand identity, menu innovation, and consumer communication. With a strong background in marketing, Goele has previously held notable roles such as Brand Manager at Jacobs Douwe Egberts and Category Manager at L'Oréal, where they developed successful marketing strategies and led high-impact campaigns. Goele holds a Master’s degree in Work, Organisational & Personnel Psychology from Katholieke Universiteit Leuven and a Master in General Management from Vlerick Leuven-Gent Management School.