Troop ID Names Holly Tennant Billy Vice President of Business Development

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Former VP of Business Development for LivingSocial Will Help Build on Successful Launch.

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“Holly is a strong and passionate leader with proven successes across a variety of marketing and business development roles,” said Troop ID Co-Founder and Chief Executive Officer Blake Hall.

Veteran-owned and operated Troop ID announced today the appointment of Holly Tennant Billy as the company’s Vice President of Business Development. In this capacity, Tennant Billy will focus on expanding and developing Troop ID’s merchant partnerships and strategic organizational alliances.

Tennant Billy has more than 15 years of experience sourcing, structuring and negotiating innovative and strategic partnerships with leading, global third party companies and brands. Formerly, she served as the Vice President of Business Development at LivingSocial, where she oversaw existing and new business relationships for the company. During her tenure, the company grew from 250 to 5000 employees and expanded from the United States to twenty-five countries. Prior to joining LivingSocial, Tennant Billy served as senior Director of Business Development at AOL where she led company deals for emerging local media businesses and, AOL’s hyper-local digital news site.

Troop ID is groundbreaking technology that allows service members, veterans and their family members to verify their military affiliation online. Once a user has completed a verification process, they can then use the e-mail and password combination they used during sign-up to access exclusive military benefits while on participating sites across the web. Previously, brands had no way to verify military affiliation online and most were unwilling to offer benefits through their digital channels for fear of fraud and abuse.

“Holly is a strong and passionate leader with proven successes across a variety of marketing and business development roles,” said Troop ID Co-Founder and Chief Executive Officer Blake Hall. “Her business development savvy will allow us to scale more efficiently—unlocking the opportunity for military-friendly brands to reach and market directly to as many as 26 million members of the military and veteran community who collectively represent more than $800 billion in household income.”

Several large brands, including Under Armour and Telluride Ski Resort, have launched merchant partnerships with Troop ID since the product debuted on Veterans Day. The White House has commended Troop ID for the benefits the technology provides to military families, and Startup America has endorsed Troop ID as a best practice for its regions as a means to gate participation in veteran-centric events.

“I’m proud to join the Troop ID team at this exciting juncture for the business,” said Tennant Billy. “Our technology provides a much needed bridge for private sector retailers and employers to efficiently reach the underserved veteran community. Older veterans haven’t enjoyed the same level of appreciation that our current veterans enjoy, so we are passionate about creating a world where every American who wore the uniform knows that they are appreciated for their service.”

Tennant Billy received her Bachelor’s in Marketing from Virginia Polytechnic Institute and State University - Pamplin College of Business.

About Troop ID
Troop ID is a Single Sign On that allows members of the military community to claim benefits while online. Our mission is to reward a life of service. We limit eligibility to veterans, service members, and their immediate family members. Additional information may be found on the Troop ID web site, which may be accessed at

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Lisa Throckmorton
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