Bond Brand Loyalty president takes on CEO role
Customer engagement and brand experience agency Bond Brand Loyalty has added CEO to president Morana Bakula’s title.
Bond co-founder and current CEO Bob Macdonald will move into a chairman of the board role to provide strategic guidance and advisory support to the executive team as the company accelerates its long-term vision and growth trajectory, according to a news release.
Since joining Bond in 2012 as a customer experience strategist, Bakula has driven significant organic growth for Bond across financial services, automotive, retail and pharmaceutical sectors.
Appointed president in 2023, Bakula has shaped Bond’s strategic direction and is the first female executive to take on the role of both president and CEO at the company.
Prior to joining Bond, Bakula held multiple strategic and leadership roles at firms such as State Farm, Fifth P Solutions and KPMG. She also served in a longstanding capacity as member of the board of directors for Waypoint Centre for Mental Healthcare.
“[Her] vision, expertise, and leadership will be instrumental in driving continued growth for our company,” MacDonald says. “In her years with us she has grown the company by leading with grace, values and passion for our industry. I cannot imagine a better leader to take Bond into its successful future.”
Based in Toronto, Bond uses artificial-intelligence, behavioral-science and human-centered design to enhance help brands enhance customer experiences. The company employs roughly 800 people in eight offices located across North America and Europe.
Bond is continuing s to expand its full spectrum of services, including strategic advisory, digital marketing, technology and analytics to help brands deepen relationships with customers and employees.
Bond has supported loyalty engagement for the likes of CIBC, Aveda, Nike and Ford. It’s well-known for its annual Loyalty Reports.
