Baked by Melissa Names New CEO

by Katie Lee

New York City — Baked by Melissa, the New York City-based bakery famous for its bite-size cupcakes, has appointed Seth Horowitz as the company’s new chief executive officer.

“Melissa, Brian and team have built an amazing brand and business,” says Horowitz. “We will continue to build and leverage this deep consumer connection as we expand and grow.”

Horowitz will succeed Baked by Melissa’s founder, Brian Bushell, who will be stepping down as the current CEO after 8 years at the helm. Bushell will remain an acting member of the company’s board of directors.

Horowitz has 18 years of experience in executive roles, scaling successful businesses such as Everlast Worldwide, Modell’s Sporting Goods and Iconix. During his tenure as president of Modell’s Sporting Goods, Horowitz was credited with revamping the 122-year-old chain’s stores and breathing new life into the family-owned business.

In 2008, Melissa Ben-Ishay was fired from her job in advertising. Passionate about baking since childhood, Melissa decided to do what she loved and Baked by Melissa was born. Today, Baked by Melissa operates 13 stores, including a shop at JFK’s JetBlue Terminal 5 (pictured). For more information, visit

SOURCE: Baked by Melissa

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