Former Bettys & Taylors of Harrogate marketing director Martin Burke has joined Patisserie Valerie and its sister brand Bakers + Baristas.
Burke will oversee the marketing for Patisserie Valerie’s 29 stores and Bakers + Baristas 64 sites across the UK and Ireland, as well as Patisserie Valerie’s E-commerce platform.
Burke is described as having 15 years of global marketing experience across hospitality and foodservice, FMCG and consumer products.
He worked at Bettys & Taylors of Harrogate for 10 years, and was responsible for brand marketing, CRM, loyalty, and consumer insight in his role as marketing and E-commerce director. Before that, he was head of innovation marketing for Taylors of Harrogate tea brand Yorkshire Tea.
He has also held marketing positions at Warner Bros Entertainment and PlayStation.
Patisserie Valerie and Bakers + Baristas group CEO James Fleming said the business was delighted to have Burke on board.
“His impressive marketing track record, expertise in E-commerce and passion for the industry means he is perfectly placed to drive the two brands forward and we look forward to seeing where this leads us.”
Burke said it was an exciting time to be joining the two bakery brands.
“I’m looking forward to seeing how we can move in new and exciting directions, not just with our stores, but across our E-commerce channel to deliver innovative and delicious hand-crafted products to our customers nationwide.”
Patisserie Valerie was acquired by Causeway Capital in 2019 and merged with Causeway’s Bakers + Baristas brand the following year.
In September this year, the business announced the closure of nine Patisserie Valerie sites following a review of its estate to identify locations that had not recovered following the pandemic. The business said it, like many other operators in the hospitality sector, had faced a period of ‘unprecedented challenges’ in recent times.
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