Over the last 25 + years I have had the privilege of working with some amazing brands and some outstanding people. Brands such as STA, TUI, Ladbrokes, Coral, Thomas Cook and more recently I have joined the Lifetime team to bring an amazing product to the market. Currently leading a diverse team including Marketing, Social Media, Sales, Partner Engagement, Design and Video Content Creation it’s fair to say no two days are the same.

Throughout my career I have consistently achieved much, increased service performance, customer retention, talent retention, turnover and margin, using strong commercial awareness, natural creativity and focus on innovation to identify new opportunities and to build sales growth. I have a track record of re-engineering business for profit, I have managed loss-making operations back to financial health with tangible success, optimizing financial return through effective sales, profit and personnel strategies. 

All of the above has been achieved by leading and working with amazing and talented people. So after 25 + years what keeps me excited for the future, it’s not just looking forward to the next achievement or the next result its knowing I still have new people to meet, new people to work with and together we will achieve much.

Keerti Baker is an accomplished Marketing Director with extensive experience in leadership, marketing strategy, and championing employee wellbeing. 

At the CIPD Festival of Work 2025, Keerti will co-present a session on embedding financial wellbeing into HR strategies. She will share actionable insights on how HR leaders can integrate financial education and tools into their workplace programs to foster a culture of resilience, engagement, and employee wellbeing.

A Health and Wellbeing specialist, with over 20 years experience within B2B & B2C sales across a range of sectors including retail, social care and employee health and wellbeing. Entrepreneurial in nature with the ability to process ideas into reality to deliver the very best solutions for customer and stakeholders, I respond positively and enthusiastically to challenges, drawing on my extensive experience to ensure that results are consistently delivered to the very highest standards.

An excellent networker, experienced and well-connected, with a solution focused approach which ensures achievement both my own corporate objectives as well as those of my clients.