Joana Araujo

Enigma
DISC Type : cdi

Global Marketing Head (Acting BU CMO) - Abbott Transfusion Medicine - IESE EMBA & Kellogg at Abbott

Greater Chicago Area, United States

Overview

Joana is a global marketing and commercial executive at Abbott, serving as the Acting BU CMO for Transfusion Medicine. She specializes in building brand credibility and demand in regulated healthcare, uniting upstream strategy with go-to-market activation. She holds an Executive MBA from IESE and completed the CMO program at Kellogg.

She is deeply curious about people, cultures, and how different generations build their sense of self and connect with brands. This curiosity extends to her academic interests, having authored a publication on organizational communication and its social impact in a consumer-driven society.

She led the creation of the "We Give Blood Drive, " a first-of-its-kind campaign with the Big Ten Conference that inspired over 20, 000 blood donations.

Personality Overview

Hard To Convince

Persuasive & Assertive

Challenger

They are generally strong communicators and are not easy to convince.  They are likely to ask many questions and look heavily for supporting proof as well as information. They can sound friendly and charming but can quickly change gears to become inquisitive and probing

Topics They Care About

Digital Health Innovation
Drives the integration of emerging technologies like AI and mixed reality into healthcare to solve real-world human problems at scale.
Purpose-Driven Marketing
Focuses on creating marketing that matters, moving beyond awareness to inspire human action and create a positive cultural impact, as seen in her award-winning blood drive campaign.
Go-to-Market Strategy
She has a history of launching impactful go-to-market strategies that significantly accelerate portfolio penetration and increase sales units by over 150% in months.

Media Appearances

Joana has no verified media appearances

Work History

12-2020
Global Marketing Head (Acting BU CMO) - Abbott Transfusion Medicine - IESE EMBA & Kellogg at Abbott
5-2018 - 12-2020
Marketing Director for Latin America and Canada & IESE Business School Executive MBA 2014 at Abbott
4-2017 - 4-2018
Marketing Director at Abbott Diagnostics for Brazil & IESE Business School Executive MBA 2014 at Abbott
7-2013 - 5-2015
Head of Marketing - Olympus Medical Systems Group at Olympus
12-2011 - 6-2013
CRM and Marketing Manager at AstraZeneca

Education

2-2025 - 2-2025
CMO Accelerator Program from Northwestern University - Medill
6-2022 - 7-2023
CMO - Chief Marketing Officer Program from Northwestern University - Kellogg School of Management

More Information

Social Presence :

Prographics :

Exp : 15 Location : Greater Chicago Area, United States Job Level : Leadership Designation : Global Marketing Head (Acting BU CMO) - Abbott Transfusion Medicine - IESE EMBA & Kellogg at Abbott
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Insights For Selling To Joana

During A Call Or A Meeting

DO's

  • Be prepared for a mix of questions and inquisitiveness, answer them in the tone in which they have been asked
  • Build rapport slwly without rushing, it will come handy to handle hard questions later
  • Use a combination of data as well as stories for your pitch, a ppt might not be necessary

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t brush off any concerns, take all questions seriously. They are easily deterred
  • Avoid making offhand commitments, understand the root of their concerns first

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Joana is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Joana

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Joana move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Joana take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Joana

Personality Compatibility


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