Our leaders

Our leadership team possesses deep experience across different bakery markets within the bakery sector, allied to broader, well-rounded international business experience.

Matthew Acheson

Chief Executive Officer

Matthew Acheson is Baker & Baker’s Chief Executive Officer, responsible for the overall strategic direction and operational performance of the business, supported by the Leadership team.

Matthew joined the business in 2010, gaining extensive experience in positions of increasing responsibility within the finance team, before being appointed as CFO of Baker & Baker in 2021, and CEO in 2025.

He is a graduate of the University of Oxford and a Fellow of the Institute of Chartered Accountants in England and Wales.

Paul Jones

Chief Financial Officer

Paul leads the Finance, Procurement, and IT functions at Baker & Baker, driving operational excellence and strategic growth across the business.

With over seven years at Baker & Baker, Paul has played a pivotal role in shaping the company’s financial direction. Prior to his appointment as CFO, he served as UK Finance Director for three years, where he was instrumental in strengthening financial performance and governance.

Paul began his career at Unilever, gaining broad experience across a range of financial roles over five years. He then joined INEOS, where he spent a decade in management positions spanning finance, SAP systems, and commercial management.

He holds a BA (Hons) in Business Economics from the University of Liverpool and is a Chartered Management Accountant (ACMA, CGMA).

Elizabeth Langley-Jones

Chief Commercial Officer – Continent

Elizabeth and her team are responsible for all sales activities in the EU and other international markets across all channels.

Having 16 years of sales experience including country and regional management roles, Elizabeth returned to CSM in 2020, having previously worked for the company between 2011 and 2013 as UK Retail Channel Director.

Elizabeth started her career in R&D working for Nestlé. She held various technical roles within the confectionery industry before moving into sales, joining Barry Callebaut. Elizabeth held multiple roles for Barry Callebaut including VP, British Isles where she was a member of the European Management Team. Prior to returning to CSM, Elizabeth was based in Singapore where she held the position of VP Corporate Accounts & Food Manufacturing, APAC.

Elizabeth holds a joint honours degree in Pharmacology and Business Management from the University of Leeds, UK.

Graeme Williams

Chief Commercial Officer – UK

Graeme is responsible for leading all commercial activities and key accounts for Baker & Baker in the UK.

Graeme joined Baker & Baker in 2019, having previously worked as a national account manager for Princes Group in the UK.

Graeme was promoted to Baker & Baker’s senior management team in 2024, after holding the title of Senior Sales Director for UK key accounts. During his time at Baker & Baker, Graeme has played a key role in nurturing the business’s relationships with its large UK retail customers and driving growth across the UK in-store bakery category.

Graeme holds an honours degree in Sport Science with Psychology from Liverpool John Moores University.

Roeland de Wolf

Chief Human Resources Officer

Roeland and his team are responsible for BAKER & BAKER’s HR function in Europe and International. He joined CSM in 2001 and has held multiple HR positions in the Sugar and Bakery divisions.

In the Bakery business units, Roeland has a strong track record of cross country collaboration and the development of an effective HR international team. Between 2014 and 2017, Roeland was responsible for HR Integrated Supply Chain in both Europe and North America, and from 2017, Roeland has overseen the business’s European and International HR function.

Roeland is a seasoned HR professional with 20+ years’ experience, contributing to the financial results and business strategy through understanding various business models and driving strategic change management through improved structure, process, people, culture, and organisational capabilities.

Danny Martin

Chief Operational Officer – Supply Chain

Danny and his team lead the strategic development and day to day operations and logistics of BAKER & BAKER’s European manufacturing sites.

Danny has over 15 years of experience with the business, the last three of which he spent as director of planning & logistics for Europe.

Danny started his career with Kerry Foods, where he spent 15 years progressing through the business in operations, planning and logistics operations roles, serving ultimately as a Regional Operations Manager.

Danny holds a BSc honours degree in Food Science from the University of Leeds.