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Joseph P. Brennan

Chief Executive Officer

Joe Brennan is the Avalon Action Alliance’s first CEO, one carefully chosen to guide its next phase: from proof-of-concept launch to scaling as a sustainable national leader.

Joe is passionate about solving the nation’s mental health and mild traumatic brain injury system, failing many of our country’s military and first responders. He has seen how these can cascade into generational impacts on families and communities.


He brings over three decades of relevant healthcare business, Naval service, and personal concussion experience to Avalon. As a CEO, founder, and growth driver in the medical and pharmaceutical arena, he launched and scaled healthcare companies, gathered clinical and programmatic data to influence standards of care, and forged strong funding models across philanthropic, government, and private sectors.

Joe became the CEO of Avalon in October 2022. Previously, he served as CEO of Innovative Trauma Care and neoSurgical and held senior management positions with Sanofi (formerly Genzyme) and 3M KCI (formerly Acelity), among others. At Innovative Trauma Care, he drove the process to gain U.S. government approval for an innovative hemorrhage control device. At Sanofi, he grew the biosurgical division’s commercial sales from $10 million to over $100 million and supervised multiple diverse teams throughout his 17-year tenure. At 3M KCI, he achieved year-to-year commercial growth for skin substitute and wound care product lines.


Joe is a graduate of the United States Naval Academy. He served in Operation Desert Storm as a Division Officer on the USS Frederick and worked with the Chief of Naval Operations in the Foreign Liaison Office. He has an MBA from the Goizueta Business School at Emory University.


He is a former college football player and a family man. He resides in Atlanta and is married with six kids and an animal menagerie which currently includes two dogs, two cats, fish, frogs, and a tortoise.

Andrea Rivera

Director of Planning

Andrea Rivera serves as the Director of Planning at the Avalon Action Alliance, providing leadership and oversight of Avalon’s day-to-day functions. She is a strategic thought partner to the CEO and plays a vital role in the overall success of our mission.


Prior to her current role, Andrea was Vice President of Internal Communications and Program Services at the Atlanta Hawks. There she was responsible for company programs, services, and operational efficiencies. She developed and launched a company-wide intranet and curated and delivered compelling internal communications to the various lines of business.  

Andrea has also held key positions with AMB Sports & Entertainment, Radiant Systems (acquired by NCR), and The Home Depot. She played a strategic role in the C-Suite, executing special projects and wholistic management of the business. Andrea also spent several years at UCB, Inc. – a global biopharmaceutical company that is focused on neurological and autoimmune conditions. Here she was responsible for executing the patient experience (HUB) concierge strategy, which included managing access and affordability tactics for the US Neurology business, analysis of key performance indicators, and was responsible for an $11M operating budget.


Andrea studied finance at Valencia College and has earned several professional program certifications throughout her career. Her passion for the Avalon mission stems from her father, who served in the United States Army, and her husband, who served in the United States Marine Corps for fourteen years and has been a law enforcement officer for over 24 years.


Andrea and her husband, Richard, live in Marietta, GA, and are proud parents of three daughters and two grandchildren.

Greg Frey

Vice President of Operations

Greg serves as the Vice President of Operations at the Avalon Action Alliance, where he is responsible for integrating the alliance's efforts, developing national-level partnerships, data collection & reporting, establishing the Avalon brand, and driving TBI patient accrual.


Prior to his current role, Greg crafted the inaugural partnership strategy at Semper Fi & America's Fund to increase non-profit and government collaboration, share program resources, and raise brand awareness. He led USAA's philanthropic investments to support Military Caregivers, Families of the Fallen, Wounded, Ill, & Injured Service Members, and Currently Serving Personnel. In this role, Greg developed and managed a $28M integrated investment portfolio of more than 24 non-profit alliances designed to impact over 750,000 service members, veterans, and their families. Greg also worked at Wounded Warrior Project (WWP), where he developed and managed a $24M integrated investment portfolio, collaboratively building transformative partnerships and leading WWP's collective impact initiatives in 14 cities nationwide. 

He is a retired Army officer with 26 years of service to the nation as an enlisted Infantryman, Special Forces Medical Sergeant, and commissioned Infantry officer. He initially served as a Sentinel and Relief Commander at the Tomb of the Unknown Soldier in Arlington National Cemetery before earning his Special Forces (SF) tab and serving as an SF medic throughout Eastern Europe, Africa, and the Middle East.


Earning his commission through Officer Candidate School, Greg commanded Infantry companies in Afghanistan and Iraq with the 101st Airborne Division. Following graduate school, he taught in the Social Sciences Department at the U.S. Military Academy at West Point and was later selected as the Superintendent's speechwriter. He finished his career as a strategic planner and analyst at the United States Strategic Command, designing operational plans supporting national security objectives directed by the Secretary of Defense.


Greg earned his Combat Infantryman's Badge, Special Forces and Ranger Tabs, two Bronze Star Medals, Tomb Guard Identification Badge and other awards, foreign parachutist wings, campaign medals, and decorations.

He holds a Master's in Public Affairs from Princeton University's School of Public and International Affairs and is a certified Project Management Professional.


Greg serves on the board of directors for the Military Family Advisory Network.


Greg and his wife, Linda, reside outside of San Antonio and are the proud parents of three daughters.

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