Copper, the leading customer growth platform for businesses using Google Workspace, announced the appointment of Carrie Shaw as CEO, with former CEO Dennis Fois retaining his position as Chairman of the Board of Directors. Shaw has served as CMO of Copper since 2020 and brings over 25 years of experience in product, marketing and revenue management to the role. As Executive Chairman, Fois will remain active in driving the company’s strategic priorities.
“Carrie has been an integral part of Copper since the day she joined us,” said Dennis Fois, Executive Chairman of Copper. “It has been a delight watching her evolve from architecting our marketing strategy to driving the direction of our entire organization. Carrie is a proven operator and a results-oriented, hands-on and empathetic leader, and she has been a steadfast force behind the expansion of our brand. I’m confident in her ability to take Copper to the next level and am excited to partner with her in this new capacity.”
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Prior to her roles at Copper, the Toronto-based Shaw spent four years as the CMO at Quandl and played an instrumental role in the company’s acquisition by Nasdaq in 2018. She brings a multi-decade track record of launching and scaling startups across stages – from serving as the lead product manager in Microsoft’s Consumer Product Division to incubating emerging tech companies as Director of Marketing with Rogers Ventures.
Fois has led Copper since 2019, and during his tenure has established the company’s domination within the Google ecosystem. As Executive Chairman, he will continue to play an active role in Copper’s future and remains committed to the company’s expansion.
On the transition, Phil Black, co-founder of True Ventures and member of Copper’s Board of Directors, stated: “Carrie and Dennis are a powerful combination, and the Board is confident that their natural partnership will serve the company and its customers very well. With deep roots in product management and a native understanding of what drives small business productivity, Carrie is a rare breed. She possesses an analytical mindset and a fiercely entrepreneurial mentality to complement Dennis’ strategic focus.”
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“I’m honored to have the opportunity to step into this role at Copper, continuing along a path that began nearly a decade ago as an enthusiastic customer of Copper myself,” said Carrie Shaw, CEO of Copper. “As we continue building out our product suite, I’ve never been more committed to our company’s mission – supporting the small- and medium-sized businesses that drive the global economy. We recognize that we’re facing an exceptionally difficult landscape for those businesses, and we’re dedicated to maximizing their chances for success by helping them build stronger, more productive business relationships.”
The appointments coincide with Copper’s plans to expand beyond CRM into a multi-product offering in 2023. With the real needs of small businesses exceeding the scope of traditional CRM, Copper plans to introduce new products to help businesses grow their client base while maintaining a relationship-first approach. Over the past three years, the way people work, connect and organize themselves has changed dramatically. Reflecting this shift, Copper’s new products will serve a broader range of small and medium businesses and their needs – including solopreneurs, teams with flexible structures and product-led businesses. Copper’s flagship CRM product will remain at the center of its offerings as the company recognizes the opportunity to expand and adapt to support the growth of this space.
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