Baked by Melissa Appoints Sanjay Khetan as Chief Financial Officer

NEW YORK (April 1, 2025)—Baked by Melissa, the New York-based dessert company famous for its handcrafted bite-size cupcakes and treats, today announced the appointment of Sanjay Khetan as Chief Financial Officer (CFO). Khetan brings more than 20 years of experience hailing from his leadership position at Wonder, where he most recently served as Chief Production Officer and managed a team of 300 across finance, operations value chain, food production, transportation, and more. Prior to that, he spent 15 years at PepsiCo, where he served as CFO of its e-commerce business, driving sales strategy and supporting the division’s tremendous growth between 2017 and 2020. 

“Sanjay is a strategic financial leader with experience in operations, ecommerce and big food production. He joins us at a critical inflection point of our company's growth and I'm thrilled for you to see what's next,” said Melissa Ben-Ishay, CEO and Co-Founder of Baked by Melissa. 

In this role, Khetan will oversee both finance and operations for Baked by Melissa. Khetan will report into Baked by Melissa CEO and Co-Founder, Melissa Ben-Ishay, working alongside her and Chief Growth Officer Joy Peabody to 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,” said Khetan. “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 a tremendous growth for Baked by Melissa. The brand has recently launched viral partnerships with brands including Tabasco, Cabot Creamery, Squishmallows. Baked by Melissa is also looking to expand its distribution footprint with more partnerships to come in 2025.

To learn more, please visit Baked By Melissa's website or Instagram.

ABOUT BAKED BY MELISSA

Founded by Melissa Ben-Ishay in 2008, Baked by Melissa is the New York-based dessert company famous for its handcrafted bite-size cupcakes and treats. With the idea that people should be able to taste a variety of flavors all in one box, Melissa launched Baked by Melissa at age 24. The brand now operates 11 retail locations in the NYC area, ships nationwide, and has sold over 400 million cupcakes. In 2020 Melissa gained popularity on TikTok with videos of her salads and everyday meals. Today, Melissa’s highly engaged community of over 4 million followers recreate her recipes at home, each designed to deliver the perfect bite just like her namesake cupcakes. Her newest cookbook, Come Hungry, was released January 2024 and became an instant New York Times bestseller. With its highly acclaimed assortment of flavors, gift boxes for every occasion and custom shipping packaging to ensure treats arrive safe and fresh, Baked by Melissa has become a go-to brand to celebrate all of life’s moments across the U.S. For additional information, visit bakedbymelissa.com.