Baked is a strategic business development consultancy that believes in the power of alignment.

Business Development is more than just sales. It is about ensuring that an organisation is targeting the right business and the best clients by presenting itself in the best way possible. The competitive landscape is dynamic and challenging. Clients want suppliers to demonstrate that they understand the market and sector as well as their business and culture. They want to talk with people who understand the challenges they face and can anticipate their needs.

We provide practical solutions that deliver measurable commercial results. We focus on strategy, business development and client relationship management. We believe that by aligning these as well as other key functions, businesses will be more successful.

We are flexible and responsive and our advice is tailored to the specific needs of each individual client.

We are responsive and agile. We work with our clients, listen to their needs and design solutions based on their individual requirements. There is no one-solution-fits-all approach at Baked.

We provide practical solutions that deliver measurable commercial results.



I came up with the idea for Baked having spent 20 years working in strategic roles for some of the world’s leading legal and FMCG businesses.

Most recently, I managed the office of the Chairman and Senior Partner of Linklaters, a role I moved into following some years leading the firm’s consumer sectors. Before this, my career was firmly centred in the consumer industries, where I worked for, and with, some of the best-known consumer brands, including Coca-Cola and Georgia Pacific.

I believe passionately that to grow revenue organisations need to take a holistic approach to business development. Organisations are awash with information that is not fully utilised.  Campaigns that divert from core messaging or work in isolation can be time-consuming and wasteful. By aligning resources and efforts and putting people at the heart of business, success is far more likely.


Tina has done a great job at Linklaters in a number of roles, from business development to strategic support for me as Chairman and Senior Partner. She has been a pleasure to work with and I would not hesitate to recommend her to others.

Robert Elliott
Chairman and Senior Partner, Linklaters

Tina’s client development skills are outstanding. In particular she is excellent at spotting opportunities, which in turn requires a thorough understanding of the client’s business and their strategy in the market, as well as a wider understanding of the sector in question and competitor activities.  Taking the initiative and “Thinking out of the box” are among Tina’s strengths and I would thoroughly recommend her.

Sir Christopher Bellamy
Chairman, Global Competition Practice, Linklaters

Tina is a very strategic marketer, driven to deliver results tangible results for everyone she works for and with. Her experience and natural BD flair is greatly enhanced by her understanding of data, market segmentation and client engagement. She is driven, diplomatic and a pleasure to work with.

Alessandra Almeida-Jones
Head of Brand & Marketing, King & Wood Mallesons

Tina demonstrates strong people skills and organisational awareness. She has played a key part in the development and effective implementation of a number of client and sector initiatives. She thinks clearly and strategically and has also played an important role in establishing and co-chairing our women’s network.

Fiona Hobbs
Partner & former Head of Sectors, Linklaters

While she worked for me, Tina was an extremely effective international marketing analyst, able to tackle complex multi-country analysis issues, build the network of relationships she needed to get the support for her work, effectively select and commission suppliers to support her, and deliver the conclusions of her work in a way that was digestible and lead to action. Tina comes highly recommended by me.

Mark Robson
Director English & Examinations Strategic Business Unit and Executive Board Member, British Council