A retailer, a manufacturer and a consumer walked into a bar…
…and got to talking about checking IDs. The retailer was frustrated because there is too much room for human error, and is tired of the penalties to the business and team from ever-changing legal and manufacturer requirements.
The manufacturer was angry his products keep getting banned because today’s carding approach isn’t enough to shut down social selling to minors. And the consumer was confused because everywhere she goes, the process is different and leaves questions about the privacy and security of their personal data.
A physical driver’s license was never meant to become the de facto way for a consumer to prove their age and so it wasn’t designed for it. Point-of-sale and payment systems existed to maintain inventory and exchange funds—they weren’t intended to be a gatekeeper to prevent sales of age-restricted items to those who are underage. Yet here we are.
The TruAge team, in partnership with industry leaders representing retail, manufacturers and technology brought the vision of TruAge to life—a digital age verification solution that works across all points of sale in all retail channels. It’s a faster, smarter, and more secure way to keep age-restricted products out of the hands of minors while protecting consumers’ privacy.
That’s why TruAge is free to retailers, consumers, and point-of-sale vendors. And to reinforce our mission, we established TruAge as a not-for-profit entity, whose operations are funded by the manufacturers of age-restricted products.
Proving your age should not cost money, data access or your right to privacy. TruAge is the only system to deliver a truly free service that protects retailers from egregious fees, while saving consumers from an unnecessary invasion of privacy.
Stephanie Sikorski, TruAge CEO
Stephanie leads the development of integrated marketing campaigns and executes strategies to effectively grow the organization’s global brand and advance convenience and fuel retailing. In marketing NACS programs, products and events, her focus is centered on educating, engaging stakeholders and activating supporters—as well as those who strive to influence social behaviors—to benefit the industry and the communities it serves.
Stephanie has been working in the Marketing and Communications field for nearly 20 years. Prior to NACS, Stephanie led consumer education campaigns around eyewear and eyecare for The Vision Council, and has experience across a variety of categories, from the City of Tallahassee, Florida, to Napier Outdoors and Creative Arts. She has been an active member of the American Marketing Association’s D.C. Chapter (AMADC)—the fourth largest chapter in the nation—having served as President in 2018-19.
Sikorski holds degrees in Business Administration and Marketing from Niagara College Canada, an honors B.A. in Communication and a concentration in Public Relations from George Mason University, and a Master’s degree from Georgetown University in Integrated Marketing Communications. She resides in Alexandria, VA.
Frank serves as an Advisor to TruAge, driving overall Sales Strategy and Funding Models for the business. He is currently Chairman of Ireland’s National Oil Reserve Agency, Trustee of the Irish Business Employers Confederation, and Chairman of the Employers group that advises the Minister for Social Protection. He is also a board advisor with Insights Research & Global C-Store focus, Noah's Global and The Food Village. He is the former President and CEO of Aramark Northern Europe, former Chairman of NACS and IBEC, and has over 35 years' experience with various Food, Convenience and Fuel retailing organizations globally.
Bryan serves as the Director of Technology for TruAge. In this capacity, he oversees integration, testing, and activation across all points of sale. Esser has more than 30 years experience in retail point-of-sale technology and retail operations. He was previously responsible for the certification and integration of all critical POS platforms (Verifone, Gilbarco and NCR included) for Alon and Delek.
Paul Ziv is Vice President, Operations and Technology at TruAge. He is focused on developing the technology roadmap, support, and execution of TruAge for consumers, partners, and retailers. Paul has more than 25 years of technology and organizational leadership experience across a variety of sectors including B2B, B2C, DTC, SaaS, real estate, retail, and non-profit industries with a focus on translating enterprise requirements for success into tangible results.
With leadership experience in purpose-driven organizations, Paul has integrated diverse technologies including GAI for data-driven customer engagement, driven product management for a new health app leveraging gamification and served as Innovation Officer to facilitate human-centric digital transformations.
Paul attended Kennesaw State University earning a BS in Business Administration and Management and lives in Atlanta with his wife Lori, son Colton, and daughter Linzey who is proudly attending Ole Miss University.
Lisa leads development of TruAge’s brand & marketing strategy across all channels for both B2B and B2C stakeholders to maximize product adoption. She is also responsible for identifying and leveraging key consumer insights to shape TruAge’s product design and pipeline prioritization, as well as retail execution. Rountree is also a member of the Executive Team, contributing to overall program strategy, cross-channel retail adoption, and partnerships/sponsorships. Lisa has been with TruAge since its inception in 2020. As a senior marketing executive with a successful history of strategic leadership building great brands, driving change and delivering sustainable growth, Lisa has worked across a wide range of consumer categories and brands in her 25+ years in marketing, holding leadership positions with The Walt Disney Company, The Hershey Company, and Capital One. She brings rich experience in general management, marketing strategy, global brand management, consumer relationship management, customer experience design, innovation, insights and business development.
Lisa received her BS in Journalism from Northwestern University, and her MBA from Stanford Graduate School of Business. She currently resides in Richmond, VA with her husband and daughter.
Jeff Lenard oversees NACS’ industry-wide external communications campaigns to advance the role of convenience stores as positive economic, social and philanthropic contributors to the communities they serve. Lenard also serves as lead spokesperson and has conducted more than 6,000 media interviews about trends and innovations at the nation’s 148,000-plus convenience stores. In addition, he is the creator and host of the association’s award-winning weekly podcast, “Convenience Matters,” and oversees the long-running video series “Ideas 2 Go.”
Prior to joining NACS in 1999, Lenard served in communications and marketing functions for several energy-focused associations. He earned a B.S. in mechanical engineering from Worcester Polytechnic Institute and an M.B.A. in marketing from Syracuse University. Lenard currently serves on the Board of Directors of both the National Safe Place Network and In Our Backyard.
Gray literally grew up in the convenience store industry with the opening of the family’s first convenience store in 1963. Involved in the family business, comprised of 87 stores, he gained experience in all phases of convenience store and chain retail operations.
Gray has been involved on a variety of projects, including heading global product management for three of the world’s largest retail petroleum equipment and systems suppliers and Vice President of Research & Technology for the National Association of Convenience Stores (NACS). Gray managed product portfolios that included payment platforms for EMV migration markets from Malaysia to Canada, as well as mobile/RFID payments initiatives. Gray also established NACS’ card payments program which saved the industry $60M in its first year of operations, and currently serves over 1,500 stores, doing 100m transactions annually.
Armour grew up working in his family’s retail automotive and wholesale transportation businesses, Armour Oil Company, from an early age pumping gas, selling tires, and polishing trucks. He managed the company’s retail service stations and transportation facilities, negotiated labor contracts, oversaw the company’s petroleum supply system, and handled government affairs, rising to the position of vice president and chief operating officer of the company in 1977. In 1980, Armour joined The Standard Oil Company of Ohio where he served as manager of development strategies. Three years later, he founded West Star Corporation, which grew to include 59 NOW! convenience stores, truck stops and quick service restaurants in the Pacific Northwest. He sold the company in 2004. In 1988 Armour founded a second company, Epoch Corporation, which operated retail enterprises in California. In July 2005, he became president and CEO of NACS.
Armour has long been active as a volunteer for NACS, serving two one-year terms as NACS chairman of the board (2001-2003), as treasurer/ chairman-elect and vice chairman of research & development, as well as chairman of the Technology and Education Sessions committees, and was a member of the association’s Category Management and Future Study 2000 committees.
Armour is currently serving on the NACS/Coca- Cola Retailing Research Council.
Armour earned a B.A. in economics from Stanford University in 1973. A year later he earned an M.Sc. in economics from the London School of Economics, and then returned to Stanford to earn an M.B.A. in 1976 and a Ph.D. in economics in 1977.
Genna supports both the Marketing and Business Development functions on the TruAge team, as well as the day-to-day management of TruAge’s relationships with retailers, fuel brands and POS vendors. She represents TruAge at tradeshows and industry meetings to drive awareness, interest, and implementation. Genna is a seasoned project manager with expertise in account management, customer success, and marketing in the supply chain industry. She has a deep understanding of the convenience store industry.
Genna is a passionate supporter of the non-profit sector and a community leader, having founded a non-profit ministry focused on mentoring women locally and internationally. She also volunteers her time as a youth mentor, fueling her commitment to support the TruAge mission to keep age-restricted products out of the hands of minors.
Genna received her Bachelor of Applied Science from University of Mississippi and resides in Atlanta with her family.
TruAge is honored to have the support of leading retailers and manufacturers who share our mission to keep adult products out of underage hands
