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Michela Baxter

VP, Practice Development, Merkle
Michela Baxter Headshot

A former client, Michela joined the strategy team at Merkle in 2012 and consults with clients on best practices, strategic design, and program optimization for Merkle's loyalty programs. She’s our go-to for clients that want to push their thinking on consumer engagement forward and create new paths to loyalty.

Prior to Merkle, her career in marketing and sales centered on developing integrated retail and consumer programs for some of the world’s best brands: Scotts Miracle-Gro, Target, illycaffe, and LVMH.

She holds an MBA from The Darden Graduate School of Business at The University of Virginia and a bachelor's degree in marketing from American University.

Michela's Articles, Blog Posts, Webinars and More

Blog We suggest...

Building Loyalty Requires More Than a Loyalty Program

Our Loyalty Barometer Report covers emerging loyalty topics and examines how consumer mindsets are shifting, so brands can ensure their customer strategies are current and relevant.
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Articles We suggest...

Engaging Gamified Experiences Begins with Emotion

Mention the word gamification to a marketer and points, badges, and leaderboards undoubtedly come to mind. But the most engaging gamified experiences don’t come from adding a single mechanic, like a badge, to an approach.
Blog We suggest...

Two Key Elements of a Gamified Experience

An engagement driver is the desired emotional connection that drives a customer to engage with your brand. While there are hundreds of emotional drivers, Merkle identified the six we think are best to change behavior, drive engagement, and increase loyalty.
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Articles We suggest...

B2B Marketers Should Borrow These Three B2C Approaches

If you’re a B2B marketer who relies on traditional demand generation approaches, you are falling behind competitors who are adopting successful CX-based marketing solutions used by B2C marketers to acquire, engage, and retain customers.
Blog We suggest...

How Merkle’s Human Loyalty® Maturity Assessment Can Help Marketers

With only 44% of consumers having remained loyal to their favorite brands during the pandemic, it’s more important than ever to assess how your loyalty program is providing a competitive advantage against loyalty leaders and consumer expectations.
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