Leadership

Greg Collins

CEO

Greg Collins joined as CEO in 2019 to accelerate growth, and scale C3’s SaaS business model.

Greg’s 25+ year career in enterprise software & marketing services spans Price Waterhouse, DataSource, Open Secure Access, and Reynolds & Reynolds, the leading IT platform in retail automotive.

His functional experience encompasses enterprise-level service delivery, planning, and complex corporate development. He’s developed and grown SaaS businesses from ideation through accelerated growth, external financing, servicing and selling to the world’s largest enterprises.

Most recently, Collins led strategy consulting at Cape Fear Advisors, and has completed and integrated 70+ M&A transactions throughout his career.

He received his BA in Economics from Williams College, and MBA from University of Virginia’s Darden School.

Mark Hughes

Chief Analytics Officer & Co-Founder

As the Co-Founder and Chief Analytics Officer of C3 Metrics, Hughes brings a wealth of creative and quantitative experience in consumer marketing from PepsiCo, Pep Boys and eBay.

He grew Half.com from zero to 8 million customers as its VP of Marketing in less than three years. Half.com was sold to eBay for $300 million six months after launch.

He has spent over $100 million online + TV ad dollars, planting the seeds for creation of C3 Metrics’ Attribution Data Cloud, helping brands discover previously ignored revenue drivers.

Hughes is the son of a Pulitzer Prize winning journalist, and Hughes’ own book, Buzzmarketing (Penguin/Portfolio), is published in 15 languages. In its first year of release it was heralded by Fast Company as one of ‘The Ten Best Business Reads of the Year’ and named by The Financial Times of London as one of the ‘Best Business Books of the Year’ along with Freakonomics.

He holds his MBA from Columbia Business School in Marketing & International Business.

Jeff Greenfield

Co-Founder

Greenfield is the Co-Founder of C3 Metrics. As the chief architect of the platform, Greenfield worked directly with the former CEO and Chairmen of Nielsen to solve advertising’s Attribution problem.

Greenfield’s history of technology and marketing initiatives have served blue-chip clients including GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs, Plum Creek, and more.

Prior to co-founding C3 Metrics, Greenfield was a recognized thought leader in the area of Branded Content as publisher of Branded Entertainment Monthly, a joint effort with VNU Media, detailing industry statistics, gaps, and trends. He’s been a featured speaker at NAPTE, The Next Big Idea, and a news source in: The New York Times, The Washington Post, The Wall Street Journal, ABC, CBS, CNET, and Investor’s Business Daily.

Greenfield studied Biochemistry at the University of Maryland, holds dual degrees from Southern California University of Health Sciences, is an instrument rated pilot and a performing member of the Magic Castle.

Lauren Benson Lannan

Director of Product Management & Chief Compliance Officer

Lauren began her career on Wall Street at Needham & Company, then migrating from a finance analyst to a media analyst at the dawn of programmatic display for Dentsu’s Accordant Media and later at Pandora.

At Pandora, she became the liaison between product, sales and engineering to develop and implement the go-to-market plan for Pandora’s audio and video ad products.

At C3 Metrics, she serves a critical role in developing customer and market level needs as well as internal and external products.

She serves as the company’s Chief Compliance Officer as required by the MRC accreditation process.

Lauren is a Finance graduate of Bentley University.

Craig MacKinder

Chief Software Architect

Craig brings more than 20 years of technology experience, first founding an ISP in 1998, then at Websense managing IT operations globally (US, Ireland, UK, France), and at Acadia Pharmaceuticals managing IT operations for clinical trial data science in California and Sweden.

His skill portfolio spans: cost-effective IT solutions, database technologies, technology security, networking, Sarbanes-Oxley compliance, and FDA 21 CFR part 11 compliance.

He maintains professional industry certifications for VMWare, Microsoft, AWS, Cisco, and achieved the world’s premier cybersecurity certification, Certified Information Systems Security Professional (“CISSP”) in 2009 and has maintained active status with the (ISC)2, an international association for information security leaders.

Craig is a participating member of the Internet Engineering Task Force (IETF), American Registry for Internet Numbers (ARIN), and North American Network Operators’ Group (NANOG).

His book Security and Privacy in an IT World was dubbed by BookAuthority one of the “100 Best Privacy Books of All Time.”

Joel Breen

Vice President of Business Development

Breen’s relationship-based approach to selling comes by way of the advertising industry.

At AMP agency, he was the business development lead for performance marketing, which secured brands including Hasbro, Princess Cruise Lines, Blue Cross, Marriott, Walmart, and Sanofi.

He began his sales career with Inergy online, the Robb Report, and gained his media expertise at Sokolove Law. At C3 Metrics, Breen and his revamped sales team have closed: US Army, JP Morgan, Edward Jones, Hertz, Sanofi, TaxSlayer, Riot Games (League of Legends), and more.

Breen is an elected Town Selectman, overthrowing a 19-year incumbent using the same tactics and process he uses in his business development role at C3 Metrics.