Biscuiteers, the UK’s original hand-iced biscuit company, is expanding its leadership team with the appointments of Fiona Geekie, who joins as omnichannel and marketing director, and Abbie Barker, the company’s new finance and operations director.
The senior appointments come as Biscuiteers scales its growth ambitions, following further expansion of its wholesale business, strong growth across corporate sales, and the expansion of its overseas offering, particularly in the US.
Geekie brings a wealth of experience in leading Marketing and Ecommerce teams to drive growth and innovation. She joins from Mahabis, the premium global footwear company where she led the marketing and ecommerce team as CMO, introducing new marketing channels, expanding internationally, and establishing strategic wholesale partnerships. Prior to that she was marketing director at My 1st Years, the personalised baby gift company, commercial director at Moonpig, and held senior marketing positions at brands including Virgin Money, Which?, NatWest, and Barclaycard.
As the new finance and operations director, Barker has extensive experience working with global high-growth companies. She joins from FLOWERBX, the luxury flower-delivery company, where she led the finance team as head of finance for four years and was instrumental in helping to secure £3 million pre-seed and £8 million Series A funding rounds, while playing a key role in growing the company turnover by 130% and in their international expansion into the US.
Prior to her role at FLOWERBX, Barker was a management accountant at Qubit Digital; a personalisation software for e-commerce businesses, where she supported their $40 million Series C fundraise and worked with key brands such as Net-a-Porter, Emirates and River Island.
Harriet Hastings, founder & MD of Biscuiteers, comments: “This year Biscuiteers has seen strong growth across our corporate and wholesale business, as well as online and in the US. As we start to see consumer sentiment recovering, we have big ambitions for the next stage of our business journey and the appointments of Fiona and Abbie are a key part of that strategy as we look to scale the business over the coming years.”
Barker comments: “I’m incredibly excited to be joining Biscuiteers at such a pivotal time of growth. The momentum we have seen this year has already exceeded expectations and the company is operationally ready to scale. Harriet and the team have built an exceptional business and I’m excited to be part of the next chapter for Biscuiteers.”
Geekie comments: “I was thrilled to be offered a role at Biscuiteers, having been a customer for years. I admire the artistry, dedication, and passion that go into every hand-iced biscuit creation, and I look forward to working with the team to drive continued growth.”
