COMPANY INFO
LASSO, officially known as LASSO, was founded in 2014 and is headquartered in Nashville, Tennessee. The company was founded by Clay Sifford and has approximately 200 employees. It operates in the Business/Productivity Software industry, providing project and workforce management software tailored for the live events and entertainment industry. LASSO's platform helps manage mobile and contingent event staff through features like electronic onboarding, crew scheduling, communication, time-tracking, and travel management, enabling event companies to efficiently manage their on-demand workforce.
LASSO is a leading provider of project and workforce management software for the live events and entertainment industry. Founded in 2014 in Nashville, Tennessee, LASSO’s platform helps event companies efficiently manage their on-demand workforce with tools for electronic onboarding, crew scheduling, communication, time-tracking, and travel management.
LASSO’s executive team combines deep SaaS, live event, and operations experience, with backgrounds spanning software engineering, revenue growth, data science, and customer success. This diverse leadership group has steered the company through rapid scaling, platform innovation, and high-growth milestones, positioning LASSO as an industry leader in event management technology.
Clay Sifford serves as CEO and Co-Founder of LASSO, directing overall strategy, growth, and product development. Under his leadership, LASSO expanded its platform offerings, achieved 450% growth over three years, and landed on notable lists such as Deloitte Fast 500 and Inc 5000. He has been instrumental in launching new modules, the LASSO mobile app, and driving the company’s strategic vision.
Clay holds a B.S. in Business Administration from the University of Tennessee, Knoxville. Prior to founding LASSO, he was VP of Product at a Nashville-based event technology startup and amassed significant SaaS experience in product management roles focused on live event technology, laying the foundation for his current expertise in event tech and company management.
Levi Massey, COO and Co-Founder, oversees operational execution, customer onboarding, delivery, and support. He implemented scalable processes that reduced client onboarding times by 60% and increased customer satisfaction by 40%, directly supporting LASSO’s reputation for rapid, reliable service for event management companies.
Levi earned his B.B.A. from Neumann University. Before LASSO, he was co-founder and operations manager at Tailored Commerce Group and held senior project management roles at Host Merchant Services, bringing a practical background in scaling startups and operational optimization to LASSO’s leadership team.
Matt Olson is LASSO’s Chief Technology Officer, leading engineering and technological innovation. He has overseen large-scale upgrades—including the development of LASSO’s native mobile app and major scalability improvements—enabling the platform to support over 500,000 users and ensuring robust, secure, and reliable product performance.
Matt has an M.S. in Software Engineering from Georgia Tech. He previously held senior engineering leadership positions in event tech and enterprise SaaS, with deep expertise in mobile development, system architecture, and AI/ML integration for scalable, cutting-edge software platforms.
Sarah Martinez guides LASSO’s financial strategies, investor relations, and reporting as Chief Financial Officer. She successfully managed a $50 million Series C funding round and optimized financial controls resulting in a 15% reduction in company costs.
Sarah holds an M.B.A. from Harvard Business School and a B.S. in Accounting from the University of Florida. Her background includes leading finance at a healthcare SaaS company and managing audits as Senior Audit Manager at Deloitte, giving her exceptional insight into SaaS finance, growth funding, and governance.
Angela Alea drives global revenue strategies, sales, and customer success as LASSO’s CRO. She led the State of the Events Industry survey, significantly contributing to LASSO’s thought leadership, and restructured sales to achieve 120% ARR growth year-over-year.
Angela holds an M.B.A. in Marketing from Vanderbilt University and has held senior revenue leadership positions at multiple SaaS firms. With a track record in GTM strategy and pipeline development, she is a key force in LASSO’s aggressive growth and customer acquisition.
Christy Petrosso, PhD leads product management and data science at LASSO, defining platform enhancements in scheduling, inventory, and advanced analytics. She was central to launching the Crew Marketplace and new analytics dashboards, boosting user engagement by 70%.
Christy earned her Ph.D. in Neuroscience from Clemson University and held leadership positions in product and R&D at GoodUnited and Vizbii. Her background merges deep research expertise with strong SaaS product management and data-driven decision-making.
Danielle Porter-Condon manages LASSO’s global marketing, including brand strategy, demand generation, and product launches. She spearheaded a comprehensive rebranding effort that increased inbound leads by 85% and raised LASSO’s prominence as a top employer.
Danielle earned an M.L.A. from the University of Pennsylvania and boasts experience as VP of Marketing at Sendlane and senior consultant roles across SaaS sectors. Her expertise encompasses digital marketing, brand management, and strategic growth.
Kevin Wilson ensures the reliability and scalability of LASSO's technical infrastructure as VP of Technical Operations. He transitioned the company to a microservices architecture, achieving 99.99% uptime and cutting deployment times by 75%.
Kevin holds a B.S. in Computer Science from Charleston Southern University. His prior roles include senior technical operations leadership at BoomTown and Inside Real Estate, specializing in DevOps, cloud infrastructure, and large-scale SaaS solutions.
Julie Edwards directs customer success, support, and professional services at LASSO. She developed a differentiated, tiered customer success program, reducing churn by 30% and improving net promoter scores by 25 points.
Julie earned her B.A. in Communications from the University of South Carolina. Her customer experience stems from leading customer success at BoomTown and client services roles in SaaS startups, establishing robust frameworks for customer lifecycle excellence.
Anthony Zhang heads global sales and GTM strategy at LASSO. He implemented an enterprise sales playbook that shortened deal cycles by 40% and grew enterprise bookings by 90% within a year.
Anthony has a B.B.A. in Finance from Auburn University. With senior sales and GTM leadership roles at Scalebound and RevArc Consulting—plus startup experience—he delivers strong SaaS sales growth tactics and market expansion strategies.
The LASSO leadership team blends founders with domain experts in finance, technology, product development, marketing, operations, and customer relations, forming a well-rounded and adaptive management group. Their strategic vision, operational rigor, and diverse backgrounds are central to LASSO’s scaling success and ongoing product innovation, making them standouts in the live events technology space.
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