Daniel Baker specializes in driving customer value and commercial growth through loyalty strategy and partnerships across financial services, retail, and travel. They have held various roles including Senior Commercial Strategy Manager at The AA and Head of Commercial Strategy at John Lewis Partnership, where they have shaped propositions and developed initiatives that enhance customer engagement. Currently, Daniel leads the evolution of M&S's loyalty proposition while studying Business & Marketing at the University of Brighton. Their experience includes managing high-value partnerships and collaborating across teams to deliver strategic insights and commercial results.
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