The advisory board will initially consist of Baker, Tony Buffin, managing director of Groupe Aeroplan Europe and Rupert Duchesne, president and chief executive of Groupe Aeroplan.
As chief executive of Alliance Boots, Baker led the development of the company across the UK and internationally.
He was also previously chief operating officer and head of marketing at Asda, seeing the business through its sale to Walmart.
In April 2007, Baker was appointed chairman of Virgin Active, the Virgin Group's health club chain.
Other members of the Groupe Aeroplan advisory board are expected to be appointed during 2009.
The advisory board will assist and advise the Groupe Aeroplan European executive team on how it can grow its loyalty programmes across Europe. The board will also advise on the international expansion of LMG Insight and Communication, its customer-driven insight and data analytics business.