Morana Bakula Leads Bond Brand Loyalty into a New Era of Connection

By Robert White, Editor-In-Chief

In a world where customer engagement is often reduced to algorithms and automation, Morana Bakula is rewriting the script. As President & CEO of Bond Brand Loyalty, a global customer engagement powerhouse, Bakula brings both empathy and strategy to a role that demands vision, innovation, and heart. Her journey—from war-torn Croatia to the top ranks of one of the most respected firms in loyalty marketing—is not only remarkable, it's deeply instructive.

“Life has always been full of change, and in many cases, challenges,” Bakula shared. “I think those early experiences, especially coming to Canada as a first-generation immigrant, have really fortified me. They've made me incredibly comfortable navigating uncertainty—and that resilience has carried me through my entire career.”

Her professional story began in a perhaps unexpected place: with a degree in philosophy. But it’s that foundation in critical thinking and perspective that Bakula credits with giving her the tools to tackle some of the most pressing challenges in marketing today. “The problems we face aren’t necessarily new,” she said. “What’s new is the lens we bring to them.”

Bond’s success under Bakula’s leadership is rooted in a uniquely human approach to customer engagement. It’s not about blasting out generic ads or tracking clicks; it’s about building a real emotional connection between brands and consumers. “We don’t just look at personas—we look at people,” she explained. “What motivates them, what their fears are, what truly drives behavior.”

That depth of insight is what sets Bond apart in an industry saturated with buzzwords. The company takes a rigorous, data-informed approach to understanding consumer behavior—but stops short of letting the numbers tell the whole story. “Data alone doesn’t create loyalty,” Bakula said. “It’s when you combine that data with emotional intelligence and human-centered design that you really start to see results.”

Bond’s clients range across industries, but they all share a common goal: to connect meaningfully with their customers. Whether it’s an RV company selling freedom and lifestyle over horsepower, or a consumer goods brand using emotional triggers to elevate product appeal, Bond ensures every touchpoint feels personal. “We focus on what we call the last mile,” Bakula said. “That final, human moment that often gets overlooked—but it’s where trust is built.”

Of course, in the modern marketing world, no conversation is complete without AI. Bakula is bullish on its potential—not as a replacement for human creativity, but as a catalyst for deeper personalization. “AI allows us to do the work faster and more efficiently,” she said. “But the context, the imagination—that still belongs to people.”

Internally, Bond uses AI to streamline processes, freeing up teams to focus on higher-value tasks. Externally, it’s a key player in the company’s ambition to deliver one-to-one marketing at scale. “Imagine a brand knowing not just that I’m a 40-something mom,” she said, “but that I’m also a CEO and a traveler, and using that insight to create truly bespoke experiences. That’s where we’re heading.”

Her approach to leadership is just as layered. A working mother of twins and a fierce advocate for mental health, Bakula brings an authenticity that resonates throughout Bond’s culture. “I believe in candid leadership,” she said. “When people feel seen and valued, they rise.”

As Bond continues to evolve, Bakula’s presence at the helm promises more than just strategic growth—it signals a future where brands move beyond transactions and into real relationships. “We’re here to create bonds,” she said. “Not just between businesses and their customers, but between purpose and impact.”

For anyone watching the intersection of leadership, technology, and emotional intelligence, Morana Bakula isn’t just a case study—she’s setting the standard.