Tallinn, Estonia, July 2026 — Stebby has appointed Laura Pukk as its Chief People and Corporate Services Officer and a Member of the Management Board, recognizing her outstanding leadership in building the company’s people function and supporting its rapid growth. In her expanded executive role, Laura will oversee the People, Legal & Compliance, Accounting, and Technical Support functions, further strengthening Stebby’s operational and organizational capabilities.
As Chief People and Corporate Services Officer, Laura will lead the company’s people strategy while also overseeing critical corporate services that support Stebby’s continued expansion. Her responsibilities span leadership development, organizational effectiveness, legal and compliance governance, financial operations, and technical support, ensuring the business remains well-positioned to deliver sustainable growth and operational excellence.
Laura has been with Stebby for over four years, joining the company in 2022 as Head of People. During her tenure, she transformed the organization’s people function by developing a comprehensive people strategy centered on leadership development, employee engagement, learning and development, and an inclusive workplace culture. She redesigned recruitment and onboarding processes, established performance management and leadership development frameworks, implemented digital HR platforms including BambooHR, Leapsome, and Yester, and introduced transparent compensation and learning programs. Under her leadership, Stebby’s workforce grew by 200% in two years, while the company was recognized as a Dream Employer 2025 finalist. Laura has also been an active voice within the HR community, speaking at the Annual Human Resources Conference by Äripäev, participating in PARE webinars, and serving as a panelist at HR Expo.
Alongside her role at Stebby, Laura has been a Career Counselor and Consultant through CorePeople OÜ, providing career counselling, outplacement support, interim HR leadership, and people operations consulting. Earlier in her career, she spent more than six years with Cash On Go Ltd, progressing from HR Specialist to Head of People Operations, where she led HR transformation, employer branding, performance management, payroll, and learning initiatives. She also served as an HR Consultant for EveryPay, supporting recruitment and HR process improvements, and previously held roles at The Coca-Cola Company, A&G Toitlustuse AS, and Krediidiinfo AS.
Laura holds a Master’s degree in Organizational Behavior Studies from Tallinn University, providing a strong academic foundation for her expertise in organizational development, leadership, and people strategy.
About Stebby
Stebby is the largest health and wellness platform in the Baltics, serving more than 180,000 users through a comprehensive digital ecosystem that promotes healthier lifestyles. The platform enables individuals to discover and purchase a wide range of wellness services while allowing employers to provide health and wellbeing benefits to their workforce.
Previously known as SportID, Stebby offers access to fitness clubs, spas, rehabilitation services, massages, health insurance, and other wellbeing solutions, making health and wellness more accessible across the Baltic region. Through continuous innovation and a people-first approach, Stebby continues to support healthier workplaces and communities.
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