Baked by Melissa Appoints Former PepsiCo Executive as CFO to Support Growth Strategy
Baked by Melissa, the New York-based cupcake brand known for its bite-sized treats, has appointed Andrew Goodman as chief financial officer as the company eyes expansion through both retail and digital channels. The move signals the brand’s continued ambition to scale its operations and strengthen its strategic capabilities with seasoned leadership.
Goodman brings over two decades of finance and strategy experience, including senior roles at PepsiCo and, most recently, a CFO position at Harry’s Inc., a personal care business with a notable omnichannel footprint. During his tenure at PepsiCo, he held high-impact positions in areas including brand finance, revenue management, and corporate strategy. His background also includes time at Boston Consulting Group and a CFA designation, underscoring a strong foundation in corporate finance and strategic planning.
Baked by Melissa co-founder and CEO, Melissa Ben-Ishay, emphasized Goodman’s “brilliant strategic thinking and thoughtful leadership,” adding that his expertise will be critical as the brand balances digital growth with increased retail footprint. The company recently debuted a new retail outlet in New York’s Hudson Yards, signaling a continued investment in physical locations alongside its e-commerce presence.
Founded in 2008, Baked by Melissa has built its brand around colorful, bite-sized cupcakes, using vibrant social media marketing and creative flavor innovation to captivate a younger demographic. With a loyal customer base and a strong digital direct-to-consumer model, the company is now focusing on scaling responsibly while maintaining its brand identity and core values around inclusivity and creativity.
Goodman noted his enthusiasm for joining a team that combines “creative ingenuity with bold business acumen,” underscoring his goal of helping the company reach more consumers without compromising its brand ethos. As FMCG brands increasingly navigate omnichannel complexity and rising consumer expectations, talent like Goodman, with experience at global CPG giants and growth-stage challengers alike, reflects the industry’s focus on integrating traditional financial rigor with agile, growth-oriented thinking.
His appointment positions Baked by Melissa to capitalize on a growing demand for indulgent, portion-controlled treats while reinforcing operational strategy and long-term financial planning—a combination FMCG stakeholders will be watching closely.