Morana Bakula Takes the Helm as the New CEO of Bond Brand Loyalty

On April 8, 2025, Bond Brand Loyalty, a leading agency in customer engagement and brand experience, announced the appointment of Morana Bakula as its new President and Chief Executive Officer. This landmark decision highlights the company's commitment to innovative leadership and strategic growth.

A Celebration of Achievement

Morana Bakula’s journey at Bond began in 2012, during which she significantly impacted the organization's trajectory. Initially serving as a Customer Experience strategist, she fostered impressive growth across various sectors, including financial services, automotive, retail, and pharmaceuticals. Her innovative approach led to her promotion as President in 2023, where she diligently shaped Bond's strategic direction by prioritizing client-centered solutions and nurturing a strong internal culture.

Bakula is notably the first female executive to hold the dual roles of President and CEO at Bond, marking a significant milestone in the company’s history. Her leadership skills earned her recognition as one of Loyalty Magazine's Top 30 Under 40 in 2022, demonstrating her influence and capability within the industry. Moreover, her experience on the Board of Directors for Waypoint Centre for Mental Health Care in Ontario underscores her commitment to community service and advocacy.

Support from the Founding Chairman

Bob Macdonald, the founder and outgoing Chairman of the Board, expressed his confidence in Bakula’s vision and expertise, stating, "Morana's vision, expertise, and leadership will be instrumental in driving continued growth for our company." Macdonald will transition to a role providing strategic guidance and advisory support, allowing him to continue contributing to the company’s vision and trajectory.

The Emblem of Leadership

Bakula’s appointment comes at a time of dynamic growth for Bond Brand Loyalty. Following strategic investments from Mountaingate Capital in 2023 and the expansion of the leadership team in 2024, the company is poised to broaden its spectrum of services, including strategic advisory, digital marketing, technology, and analytics. Bakula noted that her focus will be on creating lasting connections between brands and their customers, a philosophy deeply rooted in Bond’s operations.

As a mother and first-generation immigrant, Bakula represents the diverse and multifaceted nature of contemporary leadership in business. Her ascent is a testament not only to her individual capabilities but also reflects Bond’s commitment to fostering innovation and growth in client services. Her vision for the future encompasses a strong emphasis on delivering exceptional value to clients while nurturing a culture of loyalty and authenticity within the company.

Driving Future Success

Emphasizing the importance of relationships in business, Bakula declared, "Bond has always been about creating enduring relationships that drive business growth. I’m honored to lead this incredibly talented team of experts as we continue to push the boundaries of customer experience, deliver meaningful value to clients, and build the future of loyalty together."

As the newly appointed CEO, Bakula’s leadership will undoubtedly steer Bond Brand Loyalty towards continued success and innovation in the ever-evolving landscape of customer engagement.

About Bond Brand Loyalty

Bond Brand Loyalty operates on a global scale, focusing on insights-driven customer engagement that fosters growth through lasting connections. The company utilizes advanced loyalty science, innovative AI technology, and human-centered design to transform brands into more customer-centric operations. Bond’s Behavioral Institute and the Synapze cloud platform are testaments to their unique approach in harnessing the potential for growth within existing customer relationships.

Based in Toronto, the company employs around 800 individuals and maintains a presence in eight offices throughout North America and Europe. For more information about their innovative solutions and services, visit bondbl.com and connect with them on LinkedIn.