Industry Veteran Carter Lassy Joins SheerID as Chief Product Officer to Drive Product Innovation and Empower Sophisticated Marketers

SheerID continues its strategic investment in top-tier Martech and SaaS talent, fortifying its leadership team to drive further innovation and market dominance.

PORTLAND, Ore.--(BUSINESS WIRE)--SheerID, the global leader in identity verification for today’s most admired brands, today announced the appointment of Carter Lassy as Chief Product Officer. Lassy brings over two decades of experience in digital marketing, advertising, and eCommerce for B2B and B2C SaaS platforms. This strategic hire reflects SheerID's ongoing investment in building a world class leadership team as it comes on the heels of hiring several other seasoned martech and SaaS professionals, including Rebecca Grimes as Chief Revenue Officer, Lara Compton as Senior Vice President of Global Marketing, Brij Chandra as Vice President of Product Marketing, and Kara Lister as Vice President of Revenue Strategy and Operations.

Lassy has a proven track record of success in building enterprise-grade data and marketing platforms for the world's largest brands – leading global product, architecture, and engineering teams at both public and private companies, including Verizon, Experian, EdgeCast, and Cheetah Digital. He has a deep understanding of the challenges and opportunities facing marketers and brands, and a passion for developing innovative products that leverage customer data to drive growth.

“We are thrilled to welcome Carter to the SheerID team,” said Stephanie Copeland Weber, CEO of SheerID. “His extensive experience and leadership in product development and engineering excellence will be invaluable as we continue to innovate and evolve our solution to meet the demands modern marketers are facing in gaining and retaining customers. Carter’s passion for building high-performing teams and fostering a strong culture aligns perfectly with our values at SheerID.”

In his role as CPO, Lassy will be responsible for leading SheerID’s product and technology strategy, roadmap, and execution. He will oversee the development and delivery of new products and features that empower brands to connect with their target audiences in more authentic ways, while building trust through transparent data practices and prioritizing consumer consent.

“I am excited to join SheerID at such a pivotal time in the company’s growth,” said Lassy. “SheerID has a unique opportunity to revolutionize how brands engage with their shoppers using consent-based consumer attributes. I look forward to working with the talented team at SheerID to deliver innovative products that help our clients achieve their marketing and business goals.”

About SheerID

SheerID is the global leader in identity verification for commerce. With SheerID, brands drive revenue with billions of consumers worldwide in 100s of consumer communities such as Gen Z, teachers, the military, and first responders. The SheerID Open Verification Platform allows brands to create a direct relationship with their customers through a white-label verification process that connects to more than 200k authoritative data sources. SheerID is ISO Certified and doesn’t sell or rent verified customer data.

The world’s biggest brands rely on SheerID – including Amazon, Home Depot, Spotify, and T-Mobile – as their identity verification partner. Founded in 2011, SheerID is backed by Fortson VC, Brighton Park Capital, Centana Growth Partners, Voyager Capital, and CVC Growth Partners. For more information, please visit SheerID or follow us on LinkedIn, X (formerly Twitter), Facebook, and TikTok.