Bond Brand Loyalty, a leading global customer engagement and brand experience agency, has named Morana Bakula as its new President and Chief Executive Officer. This appointment marks a pivotal moment for the company, with Bakula becoming the first female executive to hold the dual roles of President and CEO. She succeeds Bob Macdonald, who transitions to Founder & Chairman of the Board, continuing to provide strategic guidance as Bond charts its next phase of expansion.

A Proven Leader Rising Through the Ranks

Bakula joined Bond in 2012 as a Customer Experience Strategist, steadily rising through leadership roles thanks to her impactful contributions across sectors such as financial services, retail, automotive, and pharmaceuticals. Her appointment as President in 2023 was a natural progression, having already shaped Bond’s strategic priorities and reinforced its client-first approach.

Career Highlights

• Led major client transformations across industries

• Named one of Loyalty Magazine’s Top 30 Under 40 (2022)

• Served on the Board of Directors at Waypoint Centre for Mental Health Care

• Held prior roles at State Farm, Fifth P Solutions, and KPMG

Strategic Vision Aligned with Bond’s Growth Trajectory

Bakula steps into the CEO role at a time of accelerated momentum for Bond. The agency has seen substantial growth, driven in part by a strategic investment from Mountaingate Capital in 2023 and the expansion of its leadership team in 2024.

“Morana’s vision, expertise, and leadership will be instrumental in driving continued growth for our company,”

– Bob Macdonald, Founder & Chairman, Bond Brand Loyalty

Her leadership is poised to deepen Bond’s mission of creating enduring relationships that fuel business growth, leveraging data, technology, and strategic advisory to reimagine how brands connect with customers and employees alike.

Championing Diversity and Purpose in Leadership

Morana Bakula’s appointment also represents a cultural milestone. As a first-generation immigrant and working mother, she embodies the modern, multifaceted leadership that reflects the evolving needs of both the marketing industry and society at large.

“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.”

– Morana Bakula, President & CEO, Bond Brand Loyalty

Bond’s Expanding Role in Customer Engagement

With Bakula at the helm, Bond will continue expanding its full spectrum of loyalty-focused services, including:

• Strategic Advisory and Brand Experience Design

• Digital Marketing and Personalization

• Loyalty Program Management

• Customer and Employee Engagement Platforms

• Advanced Analytics and Technology Solutions

The company’s focus remains on turning known connections into lasting loyalty, a vision now being led by one of the most dynamic leaders in the industry.

Bond Brand Loyalty’s appointment of Morana Bakula as CEO is more than a change in leadership—it’s a bold step forward in the company’s mission to transform customer experience and loyalty through innovation, empathy, and strategic execution. With her leadership, Bond is well-positioned to deliver greater value to clients and deepen its impact across industries worldwide.