Mark Baxter in

Mark Baxter

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Retail Consultant at FIKA Consulting
📍 Newcastle Upon Tyne, England, United Kingdom

Mark is a retail consultant with over 20 years of experience in customer strategy, loyalty, and e-commerce for global brands like Asda, Tesco, and Procter & Gamble. Holding an MBA from Durham University, he was instrumental in launching the successful Asda Rewards program. Colleagues describe him as innovative, reliable, and a strong leader.

Outside of his corporate career, Mark has a passion for global experiences and adventure. He has studied Mandarin at Shanghai Jiao Tong University and is also a certified Divemaster, indicating a keen interest in both cultural immersion and underwater exploration.

Unique fact: He is a certified Divemaster, showcasing a dedicated and adventurous hobby outside of his extensive retail career.

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Experience
12 Years
Current Role
Retail Consultant
Job Level
Mid-senior
Location
Newcastle Upon Tyne, England, United Kingdom
Personality Overview

How Mark shows up

Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Mark cares about

Customer Loyalty
He has extensive experience launching major loyalty programs, such as the highly successful Asda Rewards which attracted millions of users under his leadership.
Retail Innovation
He focuses on adapting to shifting consumer trends, such as the move towards private labels and the need for large brands to innovate to stay competitive.
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Career

Work history

10-2016
Retail Consultant
FIKA Consulting
11-2024 - 11-2025
Senior Director Customer Offer & Loyalty
Asda
6-2021 - 11-2024
Senior Director Asda Rewards
Asda
9-2019 - 4-2021
Marketing Director
Panda Retail Company – Savola Group
9-2017 - 9-2018
Senior Head Customer Marketing
Nahdi Medical Co.
In the press

Media appearances

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Education
2013 - 2015
Master of Business Administration (MBA)
Durham University Business School
2010 - 2011
Mandarin
Shanghai Jiao Tong University
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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