Gabi Kool

Chief Executive Officer

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. 


Annika Dāvidsone

Chief Brand Officer

Annika is an experienced executive, with 15 years experience in loyalty marketing. Previously Annika has worked as Head of Marketing and Loyal customer departaments for  Department Store STOCKMANN in Latvia and Estonia. She was in charge of marketing, including campaign planning, events, loyal customer communication strategy, direct marketing and visual marketing to support sales in food, fashion, cosmetics, electronics and home departaments. She also was a member of STOCKMANN division International Operations marketing steering group with a focus on markets outside STOCKMANN domestic operations, as well as the head of marketing and loyal customer departments in Baltic region with responsibility to restructure organizational model and loyal customer department integration into marketing strategy.


Baiba Ebuliņa

Chief Commercial Officer

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 PINS Finland and PINS 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)


Aigars Vītoliņš

Vice President, Reporting and Analytics

Aigars is responsible for reporting and analytics development across Baltic countries, Finland and Russia and has developed in this role starting as a Business Analyst in early 2010. Aigars previously has worked in a financial consultant and project manager in a leading engineering and consulting company in Latvia.

Mārtiņš Stūrnieks

Vice President, Technology

Martins heads up crucial projects essential for strategic and operational objectives of company. Leading Technology development for PINS operated programs for fifth year and having more than10 years experience across areas of Product to Business and industries from telecommunications to marketing services, gives Martins a solid background in building solutions and setting technology as instrument to transform the business.


Alnis Vītols

General Counsel

General Counsel with more than twelve year experience in various international legal matters in Nothern Europe & CIS countries. Alnis has been with the company from the first day of its incorporation and advised and structured the company's international growth in various juridictions, specially concentrating on international tax and data privacy matters. Prior to current position he spent more than 7 years as the General Counsel of airBaltic , the flag carrier of Latvia and leading regional airline, former SAS daughter company and held various Board member posts in airBaltic daughter companies, as well as adviced the clients on various tax and legal matters in PricewaterhouseCoopers and dealt with the Double Tax Treaties as the chief lawyer of International affairs department of State revenue service.

Daiga Ērgle

Human Resources

Daiga Ergle is leading People Management practices at PINS since 2011. She is also holding the role of Senior Vice President Human Resources at airBaltic Corporation since early 2010.  Previously she was heading Executive Search branch of Fontes Group - Aims International (member of a global Executive Search network). Her Human Resource management practitioner’s experience she has been gained working for several international companies, including Siemens, Stockmann and Gutta. Her expertise covers General Human Resource management, Executive Search, Performance Management, Assessment & Development. She has HRM consulting, as well as Training background. Some of her professional social roles include active HR Club membership since 1999 and chairing of FICIL’s Labor Committee for the 3 year period from 2007 till 2010. At Riga Business School’s MBA and EMBA programs she has been teaching HRM course since 2008. It is not a rare occasion when Daiga is invited to share her experience and speak on people management related issues by other educational institutions in Riga, organizers of conferences or media representatives.  She is recognized HRM expert within the network of local management professionals.