Vancouver-based identity verification specialist Trulioo is getting ready to ramp up its marketing efforts, and has made an important new hire to that end. The company has announced that Dawn Crew is its first Chief Marketing Officer.
Crew comes to the role from TransUnion, where she started as the Marketing VP of Global Fraud & Identity Solutions in 2020 and went on to become the company’s SVP of Industry & Solution Marketing a year later. Before that, she served in CMO roles with iovation (from 2018 to 2020) and BOLD (2015 to 2017); and she held several successive positions at SAP between 2007 and 2015, starting as Senior Director of Product & Solution Marketing and rising through the ranks to become Group Vice President and Head of Global Business Operations, Products & Marketing.
Crew will also bring to the table a bit of entrepreneurial spirit. In 1992 she co-founded and managed Select Systems, which would become a top Microsoft reseller and consulting business in the mid-market application software channel, and the firm was ultimately sold to Tectura, with Crew staying on in senior management roles between 2002 and 2006.
“Dawn’s global experience and career in scaling marketing programs for industry-leading companies make her well-aligned to advance the Trulioo go-to-market strategy,” explained Trulioo CEO Steve Munford. “As we continue to embark on a new phase of growth and expansion, Dawn’s leadership and marketing acumen in the identity verification space will be instrumental in broadening the reach of the Trulioo end-to-end identity platform in new and mainstay verticals and geographies.”
On that note, Trulioo has been enjoying the palpable market excitement of the digital identity verification space over the last several months. Trulioo’s platform draws on data from a range of sources including phone records and credit bureaus, and also supports the use of facial recognition for identity verification; and it has stoked strong investor interest, with a Series D funding round having elevated Trulioo to unicorn status last summer.
Now, the company is clearly leveraging some of that excitement into an effort to attract talent to high-level positions, with the CMO announcement coming after Trulioo’s appointment of a new Chief Product Officer in January.
“I’m thrilled to be joining Trulioo at such an exciting time in the company’s journey,” Crew commented. “Digital identity is the basis of the trusted connection between who we are as people and the businesses we want to interact with and Trulioo has the most robust solutions to ensure everyone in the world can be seen and participate in the digital economy.”
April 5, 2022 – by Alex Perala