Leadership

Anthem Marketing Solutions is led by a core group of partners who embody the focused experience and enthusiasm that permeates every aspect of our company, from how we operate to the quality of clients we service. 

John C. Keenan
Managing Partner and Chief Executive Officer

Mr. Keenan has focused on helping clients implement sophisticated, data-driven marketing strategies over the past decade as a principal at Anthem Marketing. He provides cutting-edge thinking to leading clients in the retail, consumer products, food service, online and publishing industries. He has developed tools and methodologies that standardize and streamline analytic approaches to improve speed of deployment and depth of insight for client projects.

Prior to Anthem, Mr. Keenan worked as a CRM and Database Marketing strategist for a number of marketing agencies including Leo Burnett and Wunderman, serving clients including Sears, Equifax, Philip Morris, and Citigroup. Earlier, he served as Vice President – Analytic and Client Services for Datawealth, where he helped Sainsbury’s, the second-largest UK grocery retailer, to create an innovative consumer targeting and offer-delivery system based on loyalty-card shopping history.

Mr. Keenan also worked as a database marketing consultant for Kestnbaum Consulting, serving clients including Motorola, American Airlines, and Discover Card, and as a portfolio analyst for Citigroup. Mr. Keenan holds an MBA from the University of Texas at Austin and a bachelor's in Math/Computer Science from the University of Waterloo.

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Christopher N. Carroll
Partner and Chief Operating Officer

Mr. Carroll has over 18 years of consumer marketing experience. He is a results-driven professional with a history of creating and implementing dynamic initiatives designed to yield strategic advantages while building brand awareness and increasing sales. Noted for his pro-active, detail-oriented, and innovative leadership approach, with proven expertise and repeated success in direct marketing (including direct media) strategy, database marketing strategy, and CRM.

Mr. Carroll has both agency-side and client-side experience. As Vice President of Media for Professional Education Institute (formerly AMS Direct), a for-profit education and training company, he directed a combined advertising budget in excess of $250MM that generated approximately $1B in gross sales. More recently he was Vice President, Financial Products and Services for Professional Education Institute where he oversaw all aspects of this business vertical, including brand management, marketing and sales, product development and new business development.

Mr. Carroll holds an MBA from the University of Notre Dame’s Mendoza College of Business, and a B.A. in Communications from the University of Notre Dame.

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Becky Lasswell
Senior Director, Client Solutions

Becky Lasswell has specialized in Marketing Strategy, Product and Campaign Development, Channel and Profit Optimization, Life-Cycle/Value Measurement, Campaign Targeting using Segmentation/Modeling, Performance Tracking, Web Analytics and Cross-Functional Collaboration during her 15+ year career in the marketing consulting industry. She has helped marquee clients such as ARAMARK Refreshment Services, FinishLine, Sears, Discover Financial Services, and Allstate develop and implement data-driven acquisition, customer loyalty and engagement strategies.

As Vice President of Client Services and Strategic Consulting at Analytic Innovations (formerly Krumm & Associates) she directed targeting and multi-channel communication strategies enabling an increase in client profits from $140 million to $250 million. Becky is known for her collaborative nature and her ability to solve business problems by aligning them with the appropriate statistical modeling and analytics. She accomplishes this by keeping a perspective and focus where knowledge discovery is employed to enhance decision making, not in place of it.

Originally from Massachusetts, Becky earned her degree in psychology from the University of Minnesota.

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Saba Ahmad
Senior Director, Client Solutions

Ms. Ahmad believes that in-depth knowledge of consumer behavior combined with understanding of business capability are the key to creating profitable solutions. A strong leader and experienced manager, Ms. Ahmad’s expertise in such areas as consumer loyalty, segmentation, database strategy and client management are strong assets to the Anthem team. For the past 12 years Ms. Ahmad has helped create actionable, data-driven strategy and analytics for a diverse group of clients including Citi, Fifth Third Bank, Visa, Sears and Harrah’s Entertainment.

Prior to joining Anthem, Ms. Ahmad held various roles including account management and consulting at Analytic Innovations, LLC, Senior Manager of Analytics in Decision Management at Citigroup and Strategic Planning Supervisor at Arc Worldwide/Leo Burnett. Ms. Ahmad’s diverse experience both on the client side and as a consultant provides her a creative perspective in problem solving and resource management.

Ms. Ahmad holds a B.A. in Economics and Sociology from Knox College and is completing her M.A. in Sociology, Consumer Behavior at DePaul University.

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Brian Hollahan
Senior Director, Business Process and Data Services

Brian Hollahan is responsible for Anthem’s technology infrastructure and leads the team that develops and maintains databases to support client marketing efforts. He has a strong background in both customer centric marketing and technology, which allows him to develop and support systems for clients in diverse business lines, including Financial Services, Manufacturing, and Telecommunications. Prior to joining Anthem, Brian was the chief architect and programmer responsible for the aggregation and implementation of the DIRECTV marketing database at Analytic Innovations.

Mr. Hollahan has a B.A. in Math/Computer Science from the University of Illinois.

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Lori Piest
Senior Director, HR and Operations

Lori Piest is a seasoned Human Resources professional borne out of Retail, CPG, Distribution and Marketing businesses. She is proficient in process improvement, organizational change and communication with expertise in strategic planning and talent management. She has led HR and Operational teams at Marshalls, Inc., and The Marketing Store Worldwide, LP, while serving on the Executive teams. She linked profitable business strategies with talent management and acquisition, while staying dedicated to talent development and succession planning for the future.

Her Project Management skills with an emphasis on voluntary communication have made for quality deliverables in a timely manner in all her roles. At The Havi Group, Inc., she led technology-driven change among three divisions for effectiveness and instituted a Global Leadership Development program focused on key skills sets for future leaders of the business.

She holds B.S. Marketing/Advertising from Indiana University, and a Senior Professional Human Resources certification from HRCI/SHRM.

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Meredith Morgan
Senior Director, Strategic Marketing Analytics

Meredith Morgan leads our analytical team, applying quantitative techniques to solve business problems. She has expertise in building predictive models - including response, attrition, value, next logical product, and incremental lift - as well as customer segmentations, long term value measurement, data mining, test design, and campaign results analysis.

As Director of Targeted Marketing Interactions at Sears, Meredith led the team responsible for optimizing offers given to members of the Shop Your Way loyalty program, based on strategic and financial goals. These efforts improved email conversion rates by 74% and redemption revenues of real-time, personalized coupons by 76% annually. Prior to Sears, Meredith worked at Verizon Wireless and Alltel, where she built a predictive modeling capability and defined targeting strategies. She also worked at Merkle and Rapp Worldwide, leading analytical work for clients in the retail, banking, telecommunications, hospitality, entertainment, and automotive industries, with experience in both consumer and B2B marketing.

Meredith earned her degree in Mathematical Methods in the Social Sciences from Northwestern University.

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