Gabi Kool

Chairman of the Board

Prior to his current position, Gabi spent fifteen years in finance, loyalty marketing and general management, focusing on the aviation, retail and hospitality industry. He supported many Fortune 500 companies during his time at Carlson Marketing, also during the Beijing 2008 Olympics, with their marketing programs. Gabi successfully launched and managed VOILA Hotel Rewards, the first global loyalty program for independent hotels, held responsibility for the development of KLM’s frequent flyer program and is a graduate in Economics of Vrije Universiteit Amsterdam and alumnus from the INSEAD Business School. 

Baiba Ebulina

Board Member

Seasoned loyalty executive with over five years’ experience in coalition loyalty marketing in Northern Europe & Russia. Baiba has extensive commercial experience and in current role is responsible for integral commercial success of the company, managing the company’s business development and partnership functions across all markets. She is Board member of Coalition Rewards Finland and Coalition Rewards Russia. Prior to her current position she spent 13 years in various management roles at Lattelecom, the leading telecommunication operator in Latvia as well as being Partner and General Manager of a business consulting company specializing in customer relationship management and business process outsourcing.


Baiba has Master’s degree in Social sciences (Business administration) from University of Latvia and Diploma in Management from Henley Management College (UK)


Jonas Stjernberg

Board Member

Jonas is responsible for Marketing & Development at Suomen Lähikauppa Oy. Earlier, Jonas was driving strategy renewal and headed Store Operations. Apart from Marketing, Jonas is heading both offline and online retail channel and concept development. Prior to joining Suomen Lähikauppa Oy in 2009, Jonas has worked at BCG with strategy consulting, and founded a startup in renewable energy. Earlier, Jonas worked for several years in international technical sales and marketing in electronic component distribution, as well as with embedded systems development. 

Jonas has a Master's degree in Engineering Physics from the Helsinki University of Technology and an MBA from the Helsinki School of Economics.