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.

Its team of highly experienced and qualified professionals are business owners themselves and know all of the issues associated with recruitment.

They also know how to turn cost into profit.


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 and, prior to that, 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 and 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, and helped develop the skills and professionalism, of all levels of workers involved in the sector from front-line cleaning operatives through to 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 client to ensure that effective recruitment, aligned with professional training leads to improved retention of employees and improves bottom-line profitability.

Chris Klopper – Marketing & Communications Director

Chris is CEO of Mulberry Marketing Communications and is an experienced, globally-minded communications professional with the ability to engage, influence and build connections with people all around the world.

He has been responsible for the planning and implementation of many award-winning single country and international communications campaigns often encompassing media relations, social media, digital marketing, content marketing, videos and live events.

Clients in the professional cleaning sector that Chris has advised include Diversey, ISSA, Hydro Systems, Deb, Sofidel, Rubbermaid Commercial Products, ProTeam, Unger, Truvox International, Kaivac, and Metsa Tissue (Katrin).

Lynn Webster – Director

Lynn, Director of LWC Ltd, is recognised for her expertise in the cleaning and associated facilities industry; providing independent, professional cleaning consultancy to a wide range of organisations, across healthcare, retail, leisure, hospitality, and education sectors as well as the general cleaning industry commercial sector.

Lynn’s career spans a wide range on management positions held prior to the launch of her own business in 2004. This included healthcare, large retail organisations and hospitality to senior roles in Facilities Management and Contract Cleaning Companies. She is one of the original Top 100 most influential women in Hospitality, Travel, Leisure and Tourism and holds the British Institute of Cleaning Science Sholom Gordon Award for outstanding contribution to the Cleaning Industry. She is also a recognised I.C.E. Consultant providing support to companies seeking CIMS Accreditation.

She provides professional, comprehensive consultancy services in all aspects of cleaning and facilities management supporting and demonstrating compliance and is a recognised specialist in the cleaning audit arena. She provides hands on training and development with specific skills in personally mentoring and support.


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 finally accumulating 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, its a 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.

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