Our Team
Meet the Axiomera Partners leadership team. Our team combines deep industry knowledge with a proven track record of driving growth, innovation, and operational excellence across global markets.
Gary W. Koeb
CEO
Gary Koeb is a Digital First executive with extensive experience in Telecom, Banking, Fintech OTT media and Consulting. As the CEO of Axiomera Partners, Gary brings a wealth of expertise in driving rapid revenue growth, customer acquisition, and Digital Transformation.
Gary has the magic mix of Group and OpCo CCO/CMO experience in diverse and competitive markets, a strong Digital CX acumen, Tier 1 Brand Management expertise and a healthy EQ-driven leadership style.
As the Senior Commercial Director for Virgin Mobile Middle East & Africa, Gary led their digital transformation, achieving 46% annual revenue growth and winning the "Best Digital MVNO of the Year" award in 2022.
Previously, Gary held roles with TeliaCompany (Teliasonera Eurasia), Saudi Telecom (STC), Metromedia, Millicom and Digicel. He has also held senior Marketing roles at TBC Bank (Georgia) and RAKBANK (UAE), as well as the Financial Institutions Marketing Association (AMA/ABA).
With over 30 years of marketing experience, he excels in both B2C and B2B sectors, focusing on mobile telecom and technology. He has worked with 15 operators (both MNO and MVNO) as a CMO, CCO, Group CMO and consultant. He is an active Angel Investor and Coach and a sought-after speaker and thought leader.
Sami Haavisto
Founding Partner
Sami Haavisto leads the Strategic Finance and M&A Advisory Practice at Axiomera Partners. With a sharp analytical mind and experience across Europe and Central/SE Asia, Sami is a distinguished deal-maker and adviser on the buy-side and sell-side, making him a critical voice in evaluating and executing new deals.
Sami excels in strategic validation and execution, ensuring business strategies align with long-term goals and translating them into actionable plans. He is adept at identifying acquisition targets, validating financial and business plans, and assessing risks, synergies, and valuations for value-adding transactions, organic business improvement and effective integration.
Sami has held significant roles at Telia Company over 20 years. He has also been a board member and advisor for several companies, including Moldcell, MegaFon, and Ncell.
Sami's extensive experience includes business case modeling, due diligence, and evaluation of strategic fit, synergies, and business risks. He is an active Angel Investor and Coach to several dynamic start-ups.
Mario Hoek
Founding Partner
Mario Hoek brings over 25 years of global experience in telecommunications and fintech, excelling in digital transformation and innovation.
Mario has a proven track record of building high-performance Digital Development Teams and creating successful Digital Products.
Mario's career includes senior roles at Sony, Belgacom Mobile - Proximus, Blackberry, Huawei, Virgin Mobile Middle East & Africa and Fintech start-up, Pyypl.
His expertise includes product vision and strategy, lifecycle management, and stakeholder alignment. Mario's approach emphasizes understanding customer needs, rapid product launches, and continuous improvement. He is adept at setting up product processes, aligning stakeholders, and delivering customer-centric solutions quickly.
Lorenzo de Toledo
Founding Partner
Lorenzo de Toledo is an executive manager with 20 years of experience in Telecom, Banking and Fintech. He has a strong background in digital transformation, IT strategy, and product management.
Lorenzo has held significant roles at IBM, where he provided services to major firms like Telefonica and Credit Suisse, and at the National Bank of Spain. He has also led digital transformation projects in the Middle East, with Mobily, STC and Virgin Mobile Middle East & Africa.
Lorenzo's expertise includes managing large teams, agile software development, and enterprise architecture, strategic project portfolio management, business process automation, and vendor ecosystem optimization.
Tore Solberg
Founding Partner
Tore Solberg has more than 30 years of experience in Telecom, covering fixed, mobile, and internet services, working for both telecom vendors, telecom start-ups and more established operators. He has knowledge in technical, commercial and management roles across Europe, the Middle East, Asia, and Africa.
Tore has held CEO and other C-level positions at several telecom operators and MVNO's including (Sunrise, Ooredoo, Telecom Oman, Friendi Mobile, Renna Mobile), and he has also functioned as a Senior Advisor for both telecom start-ups and established players (Omantel, Virgin Mobile Middle East & Africa, Samatel).
Tore’s specialties include building and managing teams to create operational excellency with a focus on strategy and revenue generation. Tore has deep experience in regulatory and wholesale relations.
Elias Maalouf
Partner
Elias Maalouf is a technology leader with more than 16 years of experience in telecommunications and IT. He specializes in aligning IT infrastructure, network architecture and AI/digital transformation initiatives with strategic business objectives.
Elias' expertise spans all aspects of MVNO infrastructure. He has successfully led large-scale migrations and system integrations across multiple countries, including Oman, Jordan, and South Africa.
At Virgin Mobile Middle East & Africa, Elias spearheaded digital transformation, optimized IT systems, and managed cybersecurity for their FRiENDi Oman operation.
Elias is committed to integrating green technologies and sustainable practices.
Elias works with clients on the development and execution of infrastructure strategies, ensuring alignment with business objectives and delivering exceptional performance in challenging markets, particularly in MVNO Greenfield Startups and existing MVNO’s.
Open Slot
Partner
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Yavuz Tunc
Partner
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Angel Gyurov
Partner
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Richard Irecky
Partner
Richard Irecky is a senior telecom executive with over 20 years of experience in pricing strategy, revenue growth, and commercial performance across GCC, Southeast Asia, and Europe. He has held leadership roles at Saudi Telecom Company (STC), Millicom International, Ooredoo Oman, and T-Mobile Slovakia, specializing in strategic pricing, customer value management (CVM), and business transformation.
Richard specializes in strategic pricing, profitability management, and customer value optimization, with a strong focus on retention, loyalty programs, and revenue growth initiatives. He has extensive experience in commercial planning, go-to-market execution, and monetization strategies, ensuring sustainable business growth.
His expertise also includes performance management, KPI development, and data-driven decision-making, enabling organizations to enhance operational efficiency.
Angel Gyurov
Partner
Angel Gyurov is one of our leaders in the Digital Experience Practice. With over 20 years in the telecom industry and 15 years in product development, Angel brings a wealth of experience and expertise to the team and excels in creating digital-first customer journeys that enhance user satisfaction and drive business results.
He has held senior high-impact roles at Neterra Telecommunications, Ooredoo Qatar and A1 Bulgaria. During his tenure at Ooredoo Qatar, Angel managed a $1.5 billion product portfolio. Known in the industry as an innovative and strategic digital leader, Angel transformed product development at Ooredoo by implementing agile practices, earning his team the "Team of the Year" award in 2018.
Most recently, Angel has been playing the role of digital innovation partner to enterprises and startups, where he has applied his deep expertise in digital transformation, product development, marketing, business strategy, and partnerships. His focus areas include digital innovation, customer experience, omnichannel experience, cloud, cybersecurity, digital twins, AI in business, and immersive experiences (AR/VR) in business.
Angela Brooks
Chief Financial Officer
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Louise Patton
CEO
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Michael Barton
Chief Operating Officer
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Angela Brooks
Chief Financial Officer
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