Alicia Juarez
Digital Product & Marketing leader · Chicago, IL. A decade across global healthcare, technology, gaming, and media.
About
I translate user insights into roadmaps, prototypes, and digital experiences that meet both business goals and regulatory requirements, and just as readily into the campaigns and content that drive adoption. Most recently I've been the AI/ML liaison for Abbott's Diagnostics business, shaping how machine learning shows up in our products and customer experience.
Outside the office, I'm a curious thrill-seeker and mindfulness practitioner whose Spotify playlist is permanently stuck in the '60s and '70s.
Roles at a glance
Education: M.S. Integrated Marketing Communications, Northwestern (Medill) · B.S. Graphic Communication, Cal Poly SLO.
Impact highlights
By the numbersGaming title launches · Midnight Oil (exceeded goal by 50%)
Global marketing plan · SANS Institute
Toyota account · Performics
Enterprise CMS migration · Abbott
Customer portal engagement · Abbott (cited by Rima Antoon)
Product & Digital Operations
Owning the lifecycle of digital products, from user insight and prototyping to roadmap, platform migration, and compliance.
- Abbott · 2022 to PresentServe as the AI/ML liaison for the Diagnostics business, developing innovative, high-impact use cases that bring machine learning into digital marketing and customer experience.
- Abbott · 2019 to PresentLead an Abbott-wide strategic digital marketing community as Website/Content/SEO lead, running monthly calls with 50+ leaders and subject-matter experts across the enterprise.
- Abbott · 2019 to PresentLed cross-functional product operations for the global customer portal as business SME, defining and prioritizing feature enhancements based on user insights and business objectives.
- Abbott · 2019 to PresentPartnered with engineering and created UX prototypes across the end-to-end lifecycle of digital features (websites and customer portal) from ideation through launch, aligning to business goals and regulatory requirements.
- Abbott · 2019 to PresentLed global CMS migrations to Adobe Experience Manager and Veeva, managing AWS infrastructure transitions, ensuring data governance, and aligning platform capabilities with enterprise cloud strategies and change management.
- Abbott · 2019 to PresentBuilt analytics dashboards to track product engagement and performance, using the insights to inform roadmap decisions and optimize the user experience.
- Abbott · 2019 to PresentActed as the primary liaison for internal audits and compliance reviews, ensuring digital assets met regulatory and accessibility standards.
- AbelsonTaylor · 2018 to 2019Identified digital-journey pain points and recommended product enhancements to improve engagement and retention; translated campaign analysis into product and UX recommendations for pharmaceutical clients.
- Microsoft · 2018Acted as interim product liaison for top-tier agency partners, resolving technical and operational issues and collaborating cross-functionally to improve platform usability; analyzed product-performance data in Power BI.
Product & Technical Toolkit
Product operations · Feature prioritization · UX prototyping · Persona & journey mapping · AI/ML use-case development · Data governance & compliance · AWS cloud strategy · Adobe Experience Manager · Veeva · Pepper Flow · Bynder · Power BI · Google & Adobe Analytics · Tableau · Qualtrics · SPSS/R · Advanced Excel · IBM AI Product Manager Professional Certificate (candidate)
Marketing & Growth
Driving awareness, engagement, and adoption through omnichannel strategy, paid media, SEO, and CRM across regulated, B2B, and consumer audiences.
- Abbott · 2019 to PresentDefined user personas and mapped customer journeys with global marketing and product teams to drive targeted messaging and feature adoption; managed global SEO and web strategy across multiple business units.
- AbelsonTaylor · 2018 to 2019Led CRM strategy and optimization across patient and HCP ecosystems, mapping clinical-journey touchpoints and moments-of-truth to inform omnichannel engagement.
- AbelsonTaylor · 2018 to 2019Delivered SEO, paid media, and social-listening strategies that informed product positioning and content development for Abbott, MeadJohnson, and other healthcare brands.
- Performics · 2016 to 2017Managed a $2MM digital media budget for Toyota, using performance data to inform bidding strategies and optimize campaign outcomes.
- Performics · 2016 to 2017Developed intent-based segmentation (RLSA) enabling personalized ad experiences, and forecasted performance with analytics and strategy teams against business objectives.
- SANS Institute · 2015 to 2016Increased online training registrations by 4% through a global marketing plan, and developed new brand and digital strategies that improved awareness and retention.
- Midnight Oil · 2012 to 2014Created strategic activation plans for gaming clients (Activision, Ubisoft, Microsoft) to design and promote title launches across social, mobile, and retail, driving program registrations 150% beyond goal.
- Midnight Oil · 2012 to 2014Led competitive reviews and market research (Nielsen, MRI, Statista) for entertainment clients including Disney, Netflix, and Marvel, and executed out-of-home and point-of-purchase print campaigns.
Marketing & Media Toolkit
Omnichannel strategy · SEO (Semrush) · Paid search & media (Google Ads, Microsoft/Bing Ads, Marin, DoubleClick) · CRM (Salesforce Marketing Cloud) · Social & listening (Sprinklr, Hootsuite, Social Studio, Meltwater, Helixa, Adobe Audience Manager) · Market research (Nielsen, MRI, Statista) · Channels: LinkedIn, Doximity, Meta, YouTube, Reddit
Global & International Scope
A view of the work above through the lens of scale: built for multiple markets, regions, and regulatory regimes.
- Abbott · 2019 to PresentOwn product operations and web strategy for a global customer portal serving multiple international business units.
- Abbott · 2019 to PresentCoordinated the migration of four global domains across regions, aligning technical implementation with international data-governance standards.
- Abbott · 2019 to PresentPartnered with global marketing and product teams to define personas and journeys spanning markets, and managed SEO and web strategy across business units worldwide.
- SANS Institute · 2015 to 2016Planned and executed a global marketing program that lifted online training registrations by 4%.
This track intentionally reframes accomplishments from the roles above to highlight international reach.
Vouched for by senior colleagues
Endorsements from leaders and colleagues across my career. Full letters available on request.
A rare combination of technical expertise, strategic insight, and collaborative leadership.
Strategic leadership, technical expertise, and operational excellence across global markets.
A hard worker, dependable, knowledgeable in digital marketing, and a true asset to her team.
Insightful and strategic, with a get-the-job-done attitude.
An enthusiastic, positive marketing maverick with an eye for design.
A digital marketing expert, and one of the hardest-working people I've met.