Jacqueline Barberena
Pembroke Pines
Summary
Results-oriented marketing leader with extensive experience in the healthcare sector, focusing on brand building and team dynamics to achieve substantial growth. Skilled in developing targeted marketing strategies for both established and emerging markets, particularly in medical devices, informatics, and SaaS. Proven success in leveraging data-driven insights to enhance market presence and profitability. Recognized for exceptional communication and leadership skills, which enhance team performance.
Overview
28
28
years of professional experience
Work History
HEAD OF MARKETING
DERMASENSOR
Miami
01.2023 - Current
- Early member of the leadership team, reporting directly to the Chief Commercial Officer. Responsible for driving awareness, acquisition, adoption, and utilization of DermaSensor's FDA-cleared, AI-powered skin cancer detection device, targeting healthcare professionals (HCPs).
- Led U.S. Commercial launch and brand strategy for the first FDA-cleared, AI-driven point-of-care skin cancer detection device, shaping positioning, messaging, and go-to-market execution.
- Drive significant media coverage, securing to date 14+ press releases and hundreds of syndicated media placements, resulting in elevated brand awareness and credibility among healthcare stakeholders.
- Featured in top-tier healthcare and mainstream publications through coordinated PR efforts and strategic partnerships. Achieved recognition from TIME's Best Inventions for Medical Care, and was named one of the Top 100 Healthcare Medical Technology Companies of 2024.
- Increase marketing reach via co-branded partner campaigns across paid, earned, and owned channels.
- Establish and scale DermaSensor's digital presence, launching corporate social media channels, and executing a content strategy that increased engagement by 10x.
- Design and execute an omni-channel lead generation strategy, driving 80% of total revenue through integrated campaigns, including digital, email, field enablement, and partner channels.
- Direct the event and conference strategy, resulting in pipeline growth and brand visibility at premier medical and dermatology conferences.
- Manage external marketing partners, including creative agencies, digital and print vendors, publications, influencers, and professional associations, to ensure alignment with strategic goals and brand voice.
- Developed all core commercial enablement tools to support successful product adoption and sales execution, including the value proposition framework, segmented market messaging, sales playbook, product collateral, training materials, onboarding e-learning, and an ROI calculator tailored for HCP decision-making.
DIRECTOR OF PRODUCT MANAGEMENT
ABBOTT, DIGITAL HEALTH AND CONNECTIVITY, INFECTIOUS DISEASE
Chicago
01.2022 - 01.2023
- Led digital product vision, strategy, and lifecycle management for regulated Software as a Medical Device (SaMD) solutions, with a focus on high-impact, user-centric innovation and market growth.
- Defined and executed the digital product strategy for NAVICA COVID-19 software solutions in the U.S. and India, serving over 4 million users across patient and enterprise platforms.
- Owned positioning, segmentation, competitive analysis, and roadmap planning for multiple SaMD product lines, ensuring compliance with regulatory, cybersecurity, and privacy standards.
- Improved user experience by 25% across NAVICA Connect and Administrator platforms by integrating Voice of Customer (VOC) insights into design and feature enhancements.
- Reduced customer complaints by 20% through agile process improvements and proactive monitoring of usage data, NCDIT tickets, and regulatory feedback loops.
- Served as the customer advocate, leveraging qualitative and quantitative research (including social media listening and support data) to shape market-driven product decisions and influence cross-functional priorities.
- Participated in C-level market research initiative, mapping clinical pathways, digital ecosystems, and unmet needs - uncovering a digital health business model with a potential $1.78 market opportunity.
VICE PRESIDENT GLOBAL MARKETING & PRODUCT MANAGEMENT
ABBOTT, INFORMATICS (STARLIMS)-Acquired by Francisco Partners in August 2021
Hollywood
01.2021 - 01.2022
- Appointed by CEO to serve on the Executive Leadership Team. Actively participated in board meetings and made critical business decisions based on the 3-year strategic plan.
- Partnered with third-party vendors and led the development and implementation of the website in five languages as well as expansion of social media channels. Digital drove 70% of the pipeline opportunities.
- Attained global profit growth through 360 integrated marketing initiatives, which drove a 20% YoY increase in revenue.
- Led the global rebranding and customer communications workstream based on the 6-month transition service agreement with Abbott.
- In collaboration with Commercial, IT, Legal, and Professional Services, developed direct and channel distributor global business model.
DIRECTOR GLOBAL MARKETING & PRODUCT MANAGEMENT
ABBOTT INFORMATICS
Hollywood
01.2013 - 01.2022
- Responsible for the global technology modernization strategy for the STARLIMS product lines. Gained alignment within cross-functional areas of the vision while spearheading and advocating the customer journey user experience.
- Drove $512MM lead opportunities in 2021 through an integrated digital marketing strategy.
- Led the implementation of global online and offline events, KOLs, tradeshows, webinars, and customer forums.
- Led the STARLIMS Life Sciences and Quality Manufacturing software products backlog, user requirements, and prioritization development based on VOC, competitive landscape, and market needs.
- Led the global brand and product release trainings to the entire organization.
- Led the US launch of One Abbott Solution for COVID-19 IDNOW testing and reporting to Public Health Authorities.
REGIONAL MARKETING MANAGER, GLOBAL PAYMENT OPTIONS
AMERICAN EXPRESS
01.2007 - 01.2011
- Responsible for the prepaid product development and profit growth in Mexico, Argentina, and Brazil. Oversaw the marketing strategy, portfolio management, lifecycle strategies, primary and secondary market research, market segmentation, product positioning, brand building, creative direction, campaign launches, and other key marketing functions.
- Pioneered product strategies driving 60% YoY improvement in selling outlet performance.
- Generated $6.9MM incremental sales growth in Brazil by cultivating executive-level strategic relationships and adding new value to prepaid offering.
- Championed added-value strategies that accounted for 63% of new customers in Mexico and Argentina.
- Attained significant global profit growth through 360 downstream and upstream marketing strategies that repositioned product and resulted in substantial consumer insights.
- Launched SEO strategic plan and site redesign in Mexico and Argentina, resulting in 30% Web traffic increase.
MARKETING ANALYST, PREPAID SERVICES
AMERICAN EXPRESS
01.1999 - 01.2007
- Organized Brazilian online sales program with strategic bank partner that resulted in 697% YoY sales growth.
- Envisioned and executed consumer campaign strategy in Brazil resulting in $13.5MM revenue stream (24% of total campaign period sales).
- Grew sales 35% YoY through strategic 828/82C cross-selling initiatives with major regional banks and airlines.
- Led new product launch in Guatemala that resulted in 15% participant sales growth (versus 35% decrease for non-participants).
ACCOUNT DEVELOPMENT REPRESENTATIVE
AMERICAN EXPRESS
01.1998 - 01.1999
- Increased revenue 23% (versus non-promo period) while leading major promotional events.
- Led Annual Breast Cancer Charity Campaign that garnered $1MM+ in US donations.
- Improved account maintenance efficiency and effectiveness 50%.
- Promoted from Account Administrator after first 6 months with American Express.
Education
Leading Strategic Growth Program -
Columbia School of Business
NY01.2015
Leading Customer Centric Growth Program -
Wharton School of Business
PA01.2013
Bachelor of Arts - Business Management
University of Phoenix
FL01.2006
Skills
- Digital marketing and brand strategy
- Go-to-market execution
- Strategic planning
- Cross-functional collaboration
- Customer relationship management
- Market analysis
- M&A expertise
Affiliations
- Member, Women Leaders of Abbott Committee
- Advisor, Healthcare Businesswomen's Association Ambassador Program
Timeline
HEAD OF MARKETING
DERMASENSOR
01.2023 - Current
DIRECTOR OF PRODUCT MANAGEMENT
ABBOTT, DIGITAL HEALTH AND CONNECTIVITY, INFECTIOUS DISEASE
01.2022 - 01.2023
VICE PRESIDENT GLOBAL MARKETING & PRODUCT MANAGEMENT
ABBOTT, INFORMATICS (STARLIMS)-Acquired by Francisco Partners in August 2021
01.2021 - 01.2022
DIRECTOR GLOBAL MARKETING & PRODUCT MANAGEMENT
ABBOTT INFORMATICS
01.2013 - 01.2022
REGIONAL MARKETING MANAGER, GLOBAL PAYMENT OPTIONS
AMERICAN EXPRESS
01.2007 - 01.2011
MARKETING ANALYST, PREPAID SERVICES
AMERICAN EXPRESS
01.1999 - 01.2007
ACCOUNT DEVELOPMENT REPRESENTATIVE
AMERICAN EXPRESS
01.1998 - 01.1999
Leading Strategic Growth Program -
Columbia School of Business
Leading Customer Centric Growth Program -
Wharton School of Business
Bachelor of Arts - Business Management
University of Phoenix
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