About Cake Craft Group

I’ve been working in sales since my early 20s, starting out within the Scottish Wedding Industry before moving across to specialist cakes in 2018.

The transition was pretty seamless because the type of business was very similar - owner/manager-led, single-operator businesses that were budget and cash-flow-conscious. I fitted in well, and the rest is history. I moved over to CCG, which is now part of Create Better Group, when the companies merged.

What I love about the job is helping people and solving problems. I’ve never really seen myself as a salesman; I’m more of a helping hand who connects people with the right products and solutions. There’s nothing better than watching companies grow and knowing that, in some small way, you’ve played a positive part in their journey.

I do love cake - some would say too much!-  but I try to work it off with a good walk, occasionally spoiled by a round of golf.

I’ve been working in the cake industry for over 35 years, which has given me the opportunity to experience how much the industry has changed and evolved over the years. I’ve worked with a wide variety of businesses and customers, building strong relationships and gaining a real understanding of the challenges and opportunities that cake makers face.

What I’ve always enjoyed most is helping people. For me, it’s not simply about selling products; it’s about listening, understanding what someone needs and finding the right solution for them. I love being able to share my knowledge and experience, whether that’s helping someone choose the right product, overcome a problem or discover something new.

After so many years in the industry, I’m still passionate about cakes and the amazing creativity of the people who make them. There’s nothing more rewarding than seeing a customer succeed and knowing that I’ve played a small part in helping them along the way.