Armi Noorata leads the Total Rewards and People Operations function at Fireblocks, a global Series E fintech company with ~750 employees across ~20 countries. She blends compensation strategy with behavioral insight and a touch of poker logic.

With nearly 20 years of experience spanning Total Rewards, People Analytics, and HR Tech, Armi has built systems to support M&A, IPO readiness, and pay equity across global teams. Her approach to Total Rewards is grounded in a simple belief: if the rewards fit, talent commit, and while you can’t buy loyalty, you can design for it.

Armi’s personal story spans three continents and multiple nonlinear pivots: from beauty therapist to backend web developer to HR and Total Rewards leader. That path now fuels her insights into how rewards shape identity, trust, and belonging in the workplace.

Armi’s career purpose is to help leaders decode the hidden signals in rewards, so they can lead with clarity over contradiction.