Portmeirion Group has strengthened its executive leadership team with the appointments of Jane Mason as UK & Europe Director and Hayley Baddiley as Group Marketing Director, as the company continues to deliver its transformation strategy.
Both appointments take effect from 1 July and will report directly to Group CEO Michael Scheepers.
Jane Mason joins from Denby, where she served as UK & Ireland Managing Director, bringing more than two decades of experience in the housewares sector.
Michael Scheepers, CEO of Portmeirion Group, said: “The appointments of Jane and Hayley are another important step in delivering on our exciting growth plans for 2027 and beyond. Our strengthened executive leadership team enhances our mix of skills and experience around the table, as well as bringing a fresh transparency and purpose that will be vital to successfully delivering our transformation plan in full.”
Ms Mason joins from Denby, where she served as UK & Ireland Managing Director, bringing more than two decades of experience in the housewares sector. Her previous roles include Head of Sales at Le Creuset UK, UK Managing Director at DK Household Brands and Global Sales Director at Craster. She also chairs the BHETA Housewares Committee.
In her new role, Ms Mason will oversee commercial operations across the UK and Europe, with responsibility for driving sales growth, strengthening customer relationships and developing the group’s retail, wholesale, B2B and e-commerce channels.
Ms Baddiley also joins from Denby, where she spent more than 10 years leading the company’s global marketing strategy. Earlier this year, she spearheaded the high-profile #SaveDenby campaign following the company’s administration, helping secure more than 100,000 petition signatures calling for government support for the UK ceramics industry. The campaign resulted in a government response and a parliamentary debate on industrial energy costs.
As Group Marketing Director, Ms Baddiley will lead the marketing strategy for Portmeirion Group’s portfolio, with a particular focus on strengthening its three core brands – Spode, Portmeirion and Royal Worcester – while driving consumer engagement and commercial growth across international markets.
Hayley Baddiley also joins from Denby, where she spent more than 10 years leading the company’s global marketing strategy.
The appointments follow Michael Scheepers’ arrival as Group CEO in May and the company’s recent £18.6 million fundraising, which is intended to reduce debt and support its transformation programme aimed at returning the business to sustainable growth and profitability from FY2027 onwards.
The refreshed executive team also includes Product Strategy Director Victoria Brabender, Chief Operating Officer Sam Pearce, President for North America Michael Close and Asia & International Director Sapna Kumbhani.
Ms Mason added: “I’m delighted to be joining the Company at this exciting moment in its journey, with a clear growth plan in place and exciting opportunities ahead. I look forward to becoming part of the team and working closely with Michael again, using my extensive sector experience to help the business achieve our ambitions.”
Ms Baddiley said: “Spode, Portmeirion and Royal Worcester all celebrate British craftsmanship and design at its best and clearly illustrate the rich portfolio of homeware brands in the Group. As the Company continues to champion the UK ceramics sector, I’m looking forward to playing my part in elevating our brands on a global stage.”
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