Bond Brand Loyalty, a leader in customer engagement and brand experience, has named Morana Bakula as its new President and Chief Executive Officer. Bob Macdonald, who previously held the CEO role, will transition to Founder & Chairman of the Board, continuing to provide strategic guidance as the company advances its growth and long-term vision.
Bakula joined Bond in 2012 as a Customer Experience strategist and has since played a pivotal role in driving organic growth across key sectors including financial services, automotive, retail, and pharmaceuticals. In 2023, she was appointed President and has since been instrumental in shaping Bond’s strategic direction while preserving the agency’s unique client-first culture. Bakula now becomes the first female executive to hold both the President and CEO roles at Bond.
A respected leader in the loyalty and engagement space, Bakula was recognized as one of Loyalty Magazine’s Top 30 Under 40 in 2022. She has also served on the Board of Directors for Waypoint Centre for Mental Health Care in Ontario. Her prior experience includes leadership positions at State Farm, Fifth P Solutions, and KPMG.
“Morana’s vision, expertise, and leadership will be instrumental in driving continued growth for our company,” said Bob Macdonald. “She has grown the company by leading with grace, values, and a deep passion for our industry. I cannot imagine a better leader to take Bond into its successful future.”
As a mother and first-generation immigrant, Bakula exemplifies modern leadership in today’s evolving global marketing and business services landscape. Her appointment reflects Bond’s dedication to both delivering exceptional client service and nurturing a culture of innovation and inclusivity.
Bond continues its upward growth trajectory, bolstered by a strategic investment from Mountaingate Capital in 2023 and the expansion of its leadership team in 2024. The agency is actively scaling its full range of services—including strategic advisory, digital marketing, technology, and analytics—to help brands strengthen customer and employee relationships and build lasting loyalty.
“Bond has always been about creating enduring relationships that drive business growth,” said Bakula. “I’m honored to lead this incredibly talented team as we continue to push boundaries in customer experience, deliver value to our clients, and shape the future of loyalty together.”