Bond is the intelligence-driven, customer engagement company that deepens relationships between brands, their channel partners, and their customers to drive lasting growth.

"Own the known." with Bond Brand Loyalty

We believe a brand’s greatest advantage lies in the customers it already knows. That idea sits at the heart of Own the Known.

To us, it means truly understanding your existing customers — not just who they are, but how they behave, what they value, and what they are likely to do next. When you know them that well, you can serve them better than anyone else.

Bond brings together strategy, behavioral science, research, data, technology, and analytics to turn customer understanding into action. When you own the known, you build relationships that last — and growth that does too.

Our promise to clients

How we show up for our clients. Everyday.

Look at the Bigger Picture

We step into our clients’ world, understand the full business, and connect strategy to customer reality. We don’t work in silos as we design for the whole journey and the business impact it has.

Own the Known

Partnering with the Bond Behavioral Institute, we focus on the customers you already have. We dig into their behavior, needs, and motivations and design experiences around what matters to them. So loyalty isn’t a tactic, it’s an outcome.

We Make It Work

From the tech, creative, design, and execution, we make sure what we do and build works for what you need. We get it done and deliver for our clients.

We Earn Loyalty

Loyalty is something you earn with relevance, respect, and consistency. We help brands earn it with their customers, and we earn it with our clients by listening, challenging, and delivering.

Our collaborators are helping us shape what’s next.

WHAT CLIENTS ARE SAYING

Bond sets the benchmark for excellence. Our projects frequently evolve, and the Bond team navigates these shifts with agility and a level of flexibility that is unparalleled in the industry. The programs they’ve launched for Ford are impactful and help us achieve key business outcomes. They’re organized, detail-oriented, and solve challenges before they surface.

Global Dealer Diversity Manager, Ford Motor Company

Our Leadership

Guided by a leadership team that moves with purpose and backed by hundreds of experts across Bond.

Bob Macdonald

Founder & Board Chairman

Bob established the company after leading Maritz Canada and integrating loyalty marketing and research capabilities into what became Bond Brand Loyalty. With more than 30 years in the industry, he continues to provide strategic guidance and support to the executive team. Under his leadership, Bond has grown into a global firm, backed by investment from Mountaingate Capital, and consistently recognized as a Best Managed Company.

Morana Bakula

President & CEO

Morana leads Bond’s strategic direction and client delivery across North America and Europe. Appointed President in 2023, she oversees data-driven customer experience, loyalty, and growth solutions. With experience across financial services, insurance, retail, CPG, hospitality, and pharmaceuticals, she previously held strategic roles at State Farm, Fifth P Solutions, and KPMG. Named to Loyalty Magazine’s Top 30 Under 40, she is based in Toronto and originally from Croatia.

Sean Claessan

Chief Strategy Officer

Sean blends creativity, analytics, and design thinking to shape customer experience and loyalty solutions. Since joining Bond in 2008, he has led strategy and innovation across brands including Under Armour, Sephora, Ford, and Harley-Davidson. His work spans digital, in-store, and experiential programs, with a focus on rapid testing and measurable business impact. Sean is also a frequent industry speaker and commentator.

Rob Daniel

Executive Vice President, Client Solution

Rob manages Client Services, Major Accounts, BondX and Consumer Loyalty Solutions across North America. With nearly 20 years of experience, he oversees loyalty strategy, research, analytics, and customer insights. Before joining Bond, he was Vice President of Enterprise Loyalty and Customer Insights at BMO, where he led CX design, analytics, data management, and market research.

Silvana Buljan

Executive Director, Bond EMEA

Based in Spain, Silvana leads Bond’s EMEA business. With a consulting background at PwC and more than two decades working with brands such as BMW, Lufthansa, and Munich Re, she specializes in customer and employee experience, customer-centric management, and executive coaching. She is internationally recognized as a keynote speaker and advisor in customer strategy.

Annie Bowie

Senior Vice President of Client Leadership

Anne brings over 15 years of agency experience across automotive, CPG, entertainment, retail, and technology. She is known for building strong client partnerships and leading high-performance teams. Anne has secured multi-million-dollar engagements with tier-one brands and collaborates with cross-agency partners to build integrated marketing programs.

Trisha-Mauro-Barnett

Senior Vice President, People and Values

Trisha leads Bond’s People and Values team, shaping culture and employee experience. With 20 years in human resources across technology, healthcare, and financial services, she previously held leadership roles at Shopify, Sun Life Financial, BlackBerry, and Descartes Systems Group. She is known for her systems thinking, coaching mindset, and focus on employee experience.

Carrie Bradley

Senior Vice President, Customer Experience

Carrie leads Human Experience at Bond, integrating customer, employee, and leadership experience to drive performance. She brings more than 18 years of experience from RBC, HSBC, and her own consulting practice. Carrie specializes in operational excellence, measurement, and simplifying systems to create sustainable value. She holds a B.Comm from the University of Guelph and an MBA in Financial Services from Dalhousie University.

Aaron Worsham

Chief Technology Officer

Aaron oversees Bond’s proprietary and partner technology platforms, advancing product development and MarTech innovation. He previously led mobile app and connectivity platforms at General Motors for over 16 million daily users and has held roles at Merkle and other Fortune 1000-focused organizations. Aaron’s expertise spans software architecture, digital integration, and customer technology ecosystems.

Mike Valeraiti

Chief Financial Officer

Mike is responsible for financial strategy and operational performance. He previously served as CFO of Dentsu Canada and has extensive experience aligning financial operations with client and business growth. At Bond, he supports expansion and ensures financial stewardship across the organization.

Maria Pallante

Executive Vice President, Client Delivery and Operations

Maria leads Bond’s Loyalty Solutions team, overseeing the launch, optimization, and management of CRM and loyalty programs. With more than 15 years of experience across financial services, retail, telecom, and hospitality, she has supported clients including HSBC, CIBC, Scene, L Brands, and The Home Depot. She holds an Honours Biochemistry degree and an MBA from McMaster University and is a certified Project Management Professional.

Jason Cimino

Chief Growth Officer

Jason brings 15+ years of leadership experience, turning customer insights into strategies that drive loyalty, advocacy, and lasting growth for clients.