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Petr Baron serves as the CEO of tbi bank since 2016, leading a mobile-first challenger bank in Southeastern Europe that specializes in alternative payment solutions and consumer financial services. Previously, Petr Baron founded the MAXI loyalty program coalition, which became the first multi-branded loyalty initiative in Ukraine, enrolling 2.7 million members by 2018. In a prior role as Vice President of Strategy at TBIF Financial Services, advisory was provided on banking and non-bank operations across Central and Eastern Europe. As CEO and Chairman of VAB Bank from 2004 to 2011, Petr Baron developed a comprehensive financial services ecosystem and enhanced the bank's technological capabilities. Petr Baron also held advisory and supervisory roles at multiple financial institutions and worked as a real estate consultant at Cushman & Wakefield. Education includes a BSc in Investment and Financial Risk Management from Bayes Business School and foundational studies at Taunton School in the UK.