Mark Baxter

Galvanizer
DISC Type : Id

Retail Consultant at FIKA Consulting

Newcastle Upon Tyne, England, United Kingdom

Overview

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.

Personality Overview

People-Oriented

Socially Adept

Pragmatic

If they come to believe in your value proposition, they will be your champion.  They are charming and have the ability to align others behind their decisions. They respond better to a combination of speed and relationship.

Topics They Care 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.
Brand Authenticity
He advocates for brands to be transparent, stick to their principles, and engage in genuine conversations with their customers to build trust and loyalty.

Media Appearances

Mark has no verified media appearances

Work History

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

Education

2013 - 2015
Master of Business Administration (MBA) from Durham University Business School
2010 - 2011
Mandarin from Shanghai Jiao Tong University

More Information

Social Presence :

Prographics :

Exp : 12 Location : Newcastle Upon Tyne, England, United Kingdom Job Level : Mid-senior Designation : Retail Consultant at FIKA Consulting
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Insights For Selling To Mark

During A Call Or A Meeting

DO's

  • Focus on building a relationship, it can play a key role in their decision making
  • Talk about other customers and how they have derived value from your product
  • Find ways to push them a little if they don’t start giving a clear yes or no in due course

DONT's

  • Do not look like someone who doesn’t know what they are talking about
  • Do not come across as negative or non-supportive, work with them as a partner
  • Don’t make promises that are hard to keep

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Mark is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Mark

  • If they are not convinced, they will say no albeit in a friendly manner.


Insights For Deal Planning

    How fast (or slow) will Mark move?

  • If you earn their trust and they develop faith in the product, they can make decisions quickly.
  • Can Mark take some risk or not?

  • They can take risks if necessary.

You And Mark

Personality Compatibility


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