Matt Glasner Joins WINR Atlas as Chief Revenue Officer

WINR is pleased to welcome Matt Glasner as Chief Revenue Officer for WINR Atlas. Matt brings over twenty years of leadership across identity, data quality, and commercial operations in organisations including Experian, Integrated Research, and COSOL.

For WINR’s founders, the appointment represents something of a full circle moment.

A Relationship Built Over Nearly Fifteen Years

Matt’s relationship with Malcolm Treanor and Marcelo Ulvert began nearly fifteen years ago, when Matt was running Experian Data Quality and Marketing Services and across APAC and Malcolm and Marcelo were running Cohort Digital.

The two companies worked together in an unusual capacity, simultaneously as customers and partners. Cohort used Experian’s data quality and enrichment capabilities, while Experian used Cohort’s analytics and activation services. The partnership tackled complex identity and address integrity problems for clients across banking, telco, FMCG, and agencies.

That working relationship evolved into a lasting professional connection. Over the years, Matt, Malcolm, and Marcelo have stayed in contact, following the evolution of the identity and data quality landscape as it’s become increasingly global and fragmented.

“When we started discussing this role with Matt, it didn’t feel like a typical recruitment process,” said Marcelo Ulvert. “We’ve worked through difficult problems together before. We know how each other thinks. That shared context matters when you’re trying to scale quickly across new markets and verticals.”

Why WINR

The landscape has changed significantly in the industries where identity and address resolution matter. Regulatory requirements have become more complex, customer onboarding increasingly happens cross-border, fraud vectors have multiplied, and enterprises are integrating more third-party data and cloud platforms than at any point in the past.

What hasn’t changed is a fundamental constraint: identity and address fragmentation. It shows up as onboarding friction, false positives in fraud detection, underwriting gaps, and blind spots in analytics. The typical response—adding more data sources, more vendors, more reconciliation layers—often increases cost without improving outcomes.

Throughout his career, Matt has worked in businesses where data accuracy, interoperability, and trust were core to customer value rather than features tacked on later. What brought him to WINR was the approach the company takes to identity infrastructure—treating it as foundational reference architecture rather than a workflow by-product.

“I’ve spent two decades watching organisations struggle with identity and address fragmentation,” Matt said. “The usual approach is to add more data sources, more vendors, more reconciliation. WINR is solving it differently, building persistent deterministic identifiers that work across markets and use cases. That is what makes the platform so effective.”

The Role

As CRO, Matt will focus specifically on WINR Atlas, leading go-to-market strategy across sales execution, partner development, customer success, and vertical and regional market expansion.

Atlas has reached a stage where commercial scale, not technical viability, is the primary constraint. The product needs structured market development: clear communication of its economic impact and technical value to enterprise buyers, repeatable sales processes, and partnerships that accelerate adoption in markets where identity and address fragmentation have material consequences.

“Matt brings a deep appreciation for how identity and address infrastructure underpin risk, fraud, and data attribution use cases,” said Marcelo Ulvert. “It’s rare to find someone with both data depth and commercial execution experience.”

What’s Next

Matt’s appointment reflects WINR’s focus on building a sustainable commercial engine that can support growth without compromising the trust and quality the company is known for.

The issues Atlas addresses, identity and address fragmentation, inconsistent resolution, and their operational and economic impacts, are becoming more visible as organisations scale across markets, partners, and datasets. Matt’s role is to help enterprises understand the value of treating identity infrastructure as foundational rather than incidental.

“It is not often that the problem space, timing, and people all align.” Matt said. “Working with Malcolm and Marcelo again feels natural, we’ve solved hard problems together before. I’m looking forward to helping customers fix issues that have been holding them back for years.”