About

The Cleaning Executive Recruitment and Training Agency (CERATA) provides a holistic approach to recruitment and training, and connects with employees specifically in the cleaning, hygiene and healthcare sector.

Our team of highly experienced and qualified professionals are business owners themselves and understand every issue associated with recruitment and the cleaning industry.

We know how to turn your cost into profit.

Partners

KEITH BAKER – CEO & FOUNDER

One of the leading names in the professional cleaning & hygiene industry over the past four decades, Keith was formerly Director of EMEA Services for ISSA. Prior to that, he also successfully ran his own distribution company – Baker Hygiene & Healthcare Supplies – for many years, following a significant career with Unilever.

Keith is passionate about the professional cleaning sector. Throughout his career, he has innovated and sought out ways to improve the public perception of the cleaning industry and communicate the value of planned, regular, professional cleaning programmes. He has also championed the interests of all levels of workers involved in the sector, while helping to develop their skills and professionalism.  Keith’s focus has ranged from front-line cleaning operatives, through to the management of cleaning contractors, distributors and manufacturers alike.

With the benefit of his many years of industry experience and knowledge, Keith works closely with CERATA’s clients to ensure that effective recruitment, aligned with professional training, leads to improved retention of employees and improves bottom line profitability.

HELEN SMITH

Helen is the founder of Professional Resources Consultancy and brings to CERATA a wealth of experience that has been gained from a highly successful career spanning over 35 years in the world of sales. Helen is known for offering bespoke and hands-on training on all aspects of the sales process, mentoring, and sales improvement strategies.

Coming from a background in retail, Helen has progressed throughout her career from key roles in sales and marketing environments, including the FMCG sector, to accumulate over 25 years working within FM and contract services where cleaning became her specialist service. For Helen, providing first-class motivation and guidance on cleaning and supporting services has become more than an occupation, it’s her passion too. She is an active member of The British Institute of Cleaning Science and has served on the committee in the Northern region for many years.