Cupcake bakery hires new c.e.o.

by Eric Schroeder
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Seth Horowitz, Baked by Melissa
Seth Horowitz has been named chief executive officer of Baked by Melissa.

NEW YORK — Seth Horowitz has been named chief executive officer of Baked by Melissa, a New York City-based bakery known for its bite-size cupcakes. He will succeed Brian Bushell, who founded the company eight years ago. Mr. Bushell will remain on the company’s board of directors.

Melissa Ben-Ishay, president and chief product officer, said the change of c.e.o. marks an “exciting next step for the Baked by Melissa brand,” especially as it relates to the company’s growth and expansion plans.

“When Brian told me to go home and bake cupcakes the day I was fired eight years ago, it was truly the start of something magical,” Ms. Ben-Ishay said. “He led Baked by Melissa to a place that surpassed my wildest dreams. And today, we start our next chapter. Baked by Melissa welcomes Seth with open arms — we’re thrilled to have him join our family."

Baked by Melissa mini cupcakes
Baked by Melissa is known for its signature, bite-size cupcakes.

Mr. Horowitz has 18 years of experience in executive roles, leading businesses such as Everlast Worldwide, Modell’s Sporting Goods and Iconix.

Baked by Melissa is known for its signature, bite-size cupcakes. The brand introduced its first gluten-free product in November 2015, a line of eight gluten-free, bite-size cupcakes. In January 2016, Baked by Melissa launched its first ever non-cupcake product, a line-up of six bite-size macarons. Baked by Melissa operates 13 stores, including a shop at JFK’s JetBlue Terminal 5. Baked by Melissa products also are available on-line for nationwide shipping at www.bakedbymelissa.com/
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