Anthem Blue Cross and Blue Shield of Georgia has appointed Amanda Free as its new President, marking a leadership transition for one of the state’s largest health insurers. In her new role, Free will oversee the company’s strategic direction across Georgia, with a focus on affordability, access to care and community engagement. She steps into the position with more than two decades of experience spanning sales leadership, operational management and healthcare consulting.
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Free expressed deep appreciation for the opportunity, sharing that leading the Georgia organization is both a professional milestone and a personal honor. She noted that Georgia has always been home to her and said she is proud to guide a team committed to strengthening the health of communities across the state. According to Free, the company will continue investing in practical and innovative approaches that improve access to care while supporting employers, families and individuals with solutions designed around whole person health.
Her appointment was welcomed by Robert Bunch, President of the Commercial East Region and Specialty Business at Anthem Blue Cross and Blue Shield. Bunch described Free as a respected leader within Georgia’s business and healthcare circles, pointing to her consistent record of driving operational performance and building strong local partnerships. He emphasized that her broad background across sales strategy, operations and consulting positions her well to address the evolving needs of businesses and members statewide. Bunch added that her leadership will help strengthen the organization’s commitment to cost effective coverage options and expanded access to care.
Before being named President, Free served as Vice President of Local Operations for the company’s Commercial Health Benefits division in Georgia. In that role, she guided operational sales support functions and led initiatives aimed at expanding market presence. Earlier this year, her responsibilities grew to include oversight of individual and small group sales along with account management functions, a move that enhanced coordination across teams and improved overall performance alignment.
Prior to joining Anthem, Free held several senior leadership roles at Humana. As Market Vice President for Georgia and Louisiana within the Employer Group segment, she directed strategic planning efforts and execution while cultivating relationships with providers and community partners. Her work there focused on strengthening employer solutions and ensuring that operational goals translated into measurable outcomes in local markets.
Throughout her career, Free has built a reputation for disciplined execution and team development. Colleagues often credit her ability to bring cross functional groups together to achieve shared objectives and to mentor emerging leaders within the organization. Beyond her corporate responsibilities, she remains active in civic and nonprofit initiatives across Georgia. She supports The Atlanta Women’s Foundation through its Inspire Atlanta program and was recently appointed to the board of Hope Atlanta. In addition, she previously served on the University of Georgia Terry College of Business Young Alumni Board, maintaining close ties with academic and professional networks throughout the state.
Free succeeds Robert Bunch, who has moved into an expanded leadership role within Anthem, overseeing the East Region Commercial business and the company’s Specialty Business operations. With this transition, Anthem Blue Cross and Blue Shield of Georgia signals continuity in leadership while reinforcing its long term commitment to serving members, employers and communities across Georgia under Free’s direction.
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