NEW YORK — Baked by Melissa, known for its bite-sized cupcakes and treats, appointed Sanjay Khetan as CFO.
Khetan brings more than 20 years of leadership experience in various roles at food delivery startup Wonder, where he most recently served as chief production officer and managed a team of 300 across finance, operations, food production and transportation. Prior to that, he served as CFO of PepsiCo’s e-commerce business, driving sales strategy and supporting the division’s growth between 2017 and 2020.
“Sanjay is a strategic financial leader with experience in operations, e-commerce and big food production,” said Melissa Ben-Ishay, co-founder and CEO of Baked by Melissa. “He joins us at a critical inflection point of our company’s growth, and I’m thrilled for you to see what’s next.”
In this role, Khetan will oversee both finance and operations for Baked by Melissa. He will report to Ben-Ishay and work alongside Joy Peabody, the bakery brand’s chief growth officer, to scale the business beyond direct to consumer and brick-and-mortar retail.
“This is truly a dream job for me — not only is it a role that allows me to get creative across finance and operations, but it’s also an opportunity to partner closely with a founder I admire,” Khetan said. “Melissa and her team have built an incredible business, and I look forward to partnering with them on achieving new heights across e-commerce, retail, brand partnerships, and of course, leveraging Melissa’s growing influence to translate into brand equity.”
This appointment comes on the heels of tremendous growth for Baked by Melissa. The sweet goods company recently partnered with brands including Tabasco, Squishmallows, and Cabot Creamery. Baked by Melissa is also looking to expand its distribution with more partnerships to come later this year.
