From Tax Consultant to Bakery Entrepreneur

Robin Jones, the CEO and owner of Golden Bake, shares his unconventional career journey from tax consultant to bakery executive. Originally from Dublin, Jones began his professional life at PwC, where he spent six years in the tax department before accepting a secondment to a Swiss company, Arista. His initial reluctance to move abroad quickly turned into a successful tenure, where he advanced to head of tax for the company within two years. After several years in Switzerland and a stint in Chicago, where he became president of one of Arista's acquisitions, Jones returned to Ireland with a vision to buy Golden Bake, a frozen bakery company known for its jambons and other pastry products.

Under Jones's leadership since 2016, Golden Bake has experienced significant growth, expanding its product line and workforce from 57 to nearly 170 employees. He emphasizes the importance of adapting to changing consumer preferences, such as the rise of portion control and the demand for vegetarian options. Jones also highlights the company's commitment to inclusivity and diversity, which has been reflected in its recognition as a great place to work for five consecutive years. As a finalist in the EY Entrepreneur of the Year program, he finds inspiration in collaborating with other business leaders and aims to continue evolving his company's vision and strategy.

Jones encourages both current employees and young people entering the workforce to embrace change and not feel confined by their initial career choices. He believes that adaptability is crucial in today's rapidly changing job market, especially with the rise of technology like AI. His insights reflect a blend of personal experience and a forward-thinking approach to business leadership.

What does it take to step outside your comfort zone, change direction and build a thriving business?

In this episode of Off the Fence with Purpose, hosts Jim Walsh and Ellen Gunning sit down with Robin Jones, CEO and owner of Golden Bake, a frozen bakery snacking company in Dublin specialising in pastries and cookies. It is best known in Ireland for its Jambons pastries.

The conversation explores a remarkable career journey built on opportunity, ambition and the courage to evolve.

It was recorded just weeks before the 2026 EY Entrepreneur Of The Year Ireland programme winner is announced. Robin Jones is among the 24 shortlisted entrepreneurs selected from across the island of Ireland. The finalists have been shortlisted across three categories – Emerging, Established and International. Robin is one of the 8 finalists in the Emerging category.

His career began in tax consultancy with PwC before taking him to Zurich and Chicago, with ARYZTA AG the parent company of Cuisine de France where he progressed through senior leadership roles.

But his biggest career move was yet to come. When he learned that Irish frozen bakery business Golden Bake was for sale, Robin saw an opportunity to bring his international experience home, raise investment and take the entrepreneurial leap into ownership.

Since taking over in 2016, Robin has helped transform Golden Bake, growing the workforce from 57 employees to more than 150 and overseeing the introduction or development of around 100 products. From the much-loved jambon to innovative cookie cups, the business continues to evolve with changing consumer tastes, new opportunities and the growing demand for convenience.

But this conversation goes far beyond business growth. Robin shares his approach to building a strong workplace culture, underpinned by five core values: Fairness, Respect, Evolve, Support and Honesty. Discover how listening to employees, acting on feedback and creating an inclusive environment can help build a business where people feel valued and empowered to grow.

There are also valuable insights for anyone navigating their own career. Robin discusses the importance of making yourself visible at work, learning from other people's mistakes, finding mentors and thinking bigger about what might be possible. He also reflects on the uncertainty facing young people entering the workforce in an age of AI, with one clear message: don't be afraid to change direction simply because of the path you chose years ago.

And, in a delightful personal twist, discover how Robin's lifelong passion for DJing has shaped his leadership skills, from reading the room to understanding the importance of people's responses.

Tune in for an honest, insightful and inspiring conversation about leadership, entrepreneurship, workplace culture and the power of change.

Recorded at the Walsh studio in Dublin. Listen to Off the Fence with Purpose on Apple Podcasts, Spotify and YouTube Hosted on Acast. See acast.com/privacy for more information.