Melissa Ben-Ishay, cofounder and CEO of Baked by Melissa, shares how getting fired at 24 led to building a cupcake empire and a viral social media following. In this interview, she opens up about launching the brand, embracing the CEO role, and using authentic content to build a loyal community. Melissa also discusses balancing motherhood and leadership, how TikTok transformed her business, and what it means to be the face of a brand. With over 300 million cupcakes sold, she’s now blending business strategy with viral salad recipes and smart partnerships. Watch to hear her journey from tie-dye cupcakes to digital creator and beyond.
00:00 – Intro: Meet Baked by Melissa’s Founder
00:32 – How Getting Fired Sparked a Business Idea
01:49 – The Origin of Tie-Dye Cupcakes
02:55 – Hardest Moments in the Early Days
04:14 – Naming the Brand “Baked by Melissa”
05:39 – Market Research That Changed Everything
07:04 – Owning the Role as Brand’s Face
09:02 – The Strategy Behind Her Viral Salad Content
10:55 – How Social Media Drives Business Growth
13:06 – Brand Partnerships and Building Community
16:07 – Becoming the CEO—And Why She Said Yes
20:47 – Blending Work and Motherhood
23:35 – What’s Next for Melissa and Baked by Melissa
24:27 – Cupcake Favorites and Everyday Sweet Treats
25:58 – What Mother’s Day Means to Melissa
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