Lawrence Trist

Lawrence Trist has been promoted to commercial director at Finsbury Foods

Finsbury Foods has announced two senior appointments in the group’s cake business.

The baker has promoted sales director Lawrence Trist to the newly created role of commercial director.

In the new role, Trist will lead the sales, marketing and category management teams. Finsbury said the promotion reflected his “deep knowledge of the industry” and will help underpin a cohesive sales and marketing strategy within the business.

“I am delighted to take on the role of commercial director,” said Trist. “Finsbury Food Group already enjoys a market-leading position as a supplier in the cake category, and I look forward to working with the team to continue to drive our growth and success.”

Graeme Clark, who was previously commercial business unit director, will step up to fill the vacant role of sales director.

Earlier this month, Finsbury named the former MD of Maple Leaf, Peter Baker, as its new non-executive chairman. He will take over from Martin Lightbody on 1 July.