Luminor appoints Jonna Pechter as Chief Marketing Officer and Tanel Rebane as Chief Sales Officer for Retail Banking

Luminor is pleased to announce the appointment to its Management Board of Jonna Pechter as Chief Marketing Officer and Tanel Rebane as Chief Sales Officer for Retail Banking, effective 1 June 2025.

The two new positions underline Luminor’s commitment to customer experience and growth. Jonna Pechter will be responsible for Retail products, marketing and branding, while Tanel Rebane will have the responsibility for Retail sales and all customer service touchpoints. 

Jonna has extensive executive experience in retail banking and product management across the Baltic region, and an outstanding track record in business development and innovation. Jonna joins Luminor from Bigbank, where she led the Estonian business. She holds Master’s degrees in Economics and in Marketing from the University of Tartu.

Tanel, Luminor’s Head of Customer Relationship Management, has extensive experience in leading customer relations, sales and innovation. Over the past five years he has developed Luminor’s customer service, advisory and Retail sales area. Tanel holds a Master’s degree in Corporate Finance from Tallinn University of Technology. 

Wojciech Sass, Chief Executive Officer of Luminor, said: 
“We are very pleased to welcome two new members to our Management Board, as we continue to raise our customer experience, build our brand and grow our business.  

Jonna is an accomplished retail leader with a customer focus and execution mindset, combined with a strong track record in driving business results. Tanel has demonstrated already his commitment to customers, innovative thinking and strong leadership during his time in Luminor.

With their complementary skillset and excellent knowledge of Baltic markets and customers, they are a great addition to our management team.”

Commenting on her appointment, Jonna Pechter added: 
“I am excited to join Luminor to lead the marketing and products area and build on the progress made. With the bank’s pan-Baltic scale, local relevance and dynamic stage of development, this is a unique opportunity to contribute to our home markets.”

Tanel Rebane commented: 
“I look forward to joining Luminor’s Management Board and working with Jonna to enhance our customer experience and business performance. We are on a growth path to offer better services to more customers. “

Both appointments are subject to regulatory approval.