Flapjackery has appointed Yasmin Baker as its new marketing manager, with the responsibility to drive the brand’s strategic growth, enhance brand visibility, and strengthen consumer engagement. A key focus will be expanding online sales and helping take the brand to the next level of growth.
The company, based on the edge of Dartmoor in Tavistock, is renowned for its decadent flapjacks. With 12 shops across the UK and a thriving online business, Flapjackery offers a diverse range of flavours, all crafted from high-quality ingredients, including home-grown oats and British sugar.
With several years of experience in marketing for food and hospitality brands, Yasmin brings valuable expertise to her new role. Previously, she was employed as marketing manager at Eversfield Organic, and she has also held positions as group marketing manager for The New Continental Group and as marketing executive for Boringdon Hall Hotel and Gaia Spa.
Yasmin said: “I’m delighted to be joining Flapjackery at such an exciting stage in its growth, especially with a milestone birthday coming up next year! I’m eager to apply my experience and help drive the business forward.”
She added: “I’ve always been drawn to working with food and hospitality brands, so when the opportunity to join Flapjackery came up, I jumped at it. It’s a company I’ve long admired and I really love the story behind it. Nearly 10 years ago, Carol Myott and Sally Jenkin started baking and selling flapjacks at local markets, never imagining or intending it would grow as much as it has. Since then, the company has grown to 12 shops, attending around 150 events a year and a growing online presence. It’s a brand full of heart and warmth, all built around the humble oat.”
Originally from Plymouth, Yasmin now lives on Dartmoor with her family. “It’s wonderful to work with a local brand. Opportunities like this don’t come along often, and it’s exciting to be part of a growing company – from developing marketing strategies to tasting the latest flavours.”
Carol Myott commented: “We’re delighted to have Yasmin join Flapjackery. Alongside helping us build our brand strategy, she’ll play a key role in growing our online presence and bringing fresh ideas, adding those special touches that reflect the ethos of our brand.”
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