# Elizabeth Baicy > AI Product & Strategy Leader | Creating Category-Defining Consumer Experiences | Alexa • Lingo • Kindle | Transforming Healthcare Location: San Francisco Bay Area, United States Profile: https://flows.cv/elizabethbaicy Most AI products today feel like demos. Impressive technology, unclear value. Amazing capabilities, confusing experiences. I've spent 10+ years figuring out how to fix that gap; how to take breakthrough AI capabilities and turn them into products people actually want to use every day. Some lessons I've learned: FROM ALEXA (2014-2016): The technology has to disappear. We specifically avoided talking about "AI" or "machine learning" in marketing. Instead: "Alexa, set a timer." "Alexa, play jazz." Simple commands for everyday needs. The AI magic happened in the background. Result: 100M+ devices, entirely new category created. FROM LINGO (2023): Personalization must feel personal, not algorithmic. Our models processed millions of glucose readings, but what users saw was: "Your energy crashes in the afternoon because of how you ate hummus as lunch." Not: "Our model detected glucose variability, indicated by an increased standard deviation and an area under the curve greater than.." Result: 9/10 users changed their behavior. FROM KINDLE (2011-2018): Scale requires localization, not just translation. We didn't just put Kindle in 175 countries; we rebuilt it for different reading cultures, payment systems, content preferences. Result: 40% to 71% market share. FROM APPSTORE (2020-2021): AI-powered tools must solve real problems, not create AI-shaped problems. Our fraud detection models had to catch bad actors without creating friction for good developers. Our personalization had to increase discovery without creating filter bubbles. The pattern: Start with the human experience, then figure out the AI. Not the other way around. This might seem obvious, but in practice it's rare. Most AI products start with "look what our model can do!" and retrofit a use case. The best products start with "people struggle with X" and use AI to solve it. Currently, I lead commercial and customer experience AI product strategy for Abbott's Freestyle Libre division, applying GenAI and advanced analytics to healthcare challenges at global scale. Previously, I was Chief Product Officer of Abbott Lingo (built category from zero to FDA clearance and market launch) and held product leadership roles at Amazon for 12+ years, where I learned from Jeff Bezos how to build products that millions of people love. I'm passionate about the intersection of AI innovation and responsible development, particularly how to build consumer AI products that scale to millions while maintaining trust, safety, and genuine utility. Always happy to connect with people building at this intersection! ## Work Experience ### Sr. Director, Enterprise Portfolio Strategy | Freestyle Libre | Abbott @ Abbott Jan 2025 – Present | San Francisco Bay Area Leading portfolio innovation strategy for Abbott's Freestyle Libre division, partnering with our Global AI Center of Excellence and commercial leadership to translate breakthrough capabilities into products that serve millions of diabetes patients worldwide. My role sits at the intersection of cutting-edge technology and real-world commercial application, translate complex models into real-world solutions across North America, EMEA, APAC, and LATAM. Defining how we leverage global toolchains, LLMs, advanced analytics, and machine learning to transform our commercial, digital, and customer experience operations. What I'm working on: - Building an AI product roadmap for commercial excellence; what does intelligent sales, predictive analytics, and hyper-personalized experiences look like in Abbott Diabetes Care... - Partnering with C-suite executives and business directors to identify high-impact AI opportunities, define success metrics, and translate AI capabilities into measurable business outcomes - Leading a team responsible for strategic portfolio planning and delivery for our commercial, digital, and customer experience teams. - Establishing responsible AI frameworks for healthcare applications, ensuring we innovate rapidly while maintaining patient data privacy (GDPR, HIPAA), algorithmic fairness, and regulatory compliance across global markets. The unique challenge: balancing speed and innovation with the safety, compliance, and clinical rigor required in healthcare. We're applying learnings to a highly regulated industry serving vulnerable patients. Technologies: Generative AI (GPT-4, Claude, proprietary LLMs), Advanced Analytics & ML Platforms, Commercial A Applications, Healthcare Data Systems, Responsible AI Frameworks This role builds on my experience as Chief Product Officer of Abbott Lingo, where I created an entirely new category of AI-powered biowearables from zero to FDA clearance and market launch. ### Chief Product Officer - Lingo @ Abbott Jan 2023 – Jan 2025 | San Francisco Bay Area Built Abbott's Lingo consumer biowearables division from zero to FDA clearance and market launch; creating an entirely new category of AI-powered biosensors that help people understand and improve their health. I built and led a cross-functional team of 40 (Product, Data Science, UX, CRM, Hardware, Program Management, Insights) to design, develop, and ship a product that combines continuous glucose monitoring with AI-powered personalization. What we built: - AI/ML personalization engine processing millions of glucose readings daily to deliver hyper-personalized health insights and real-time coaching - Consumer experience achieving >8 app opens/day, 5.5/7 CSAT, and 2x expected LTV - Product-market fit validated by user outcomes: 9/10 report habit change, 7/10 achieve a health goal - Growth engine combining direct-to-consumer channels and strategic retail partnerships (Amazon, major pharmacy chains) The breakthrough: Secured one of the first-ever FDA OTC designations for continuous glucose monitors; unlocking mass-market opportunity and positioning Lingo to win this brand new category. This role combined the speed and customer-obsession of consumer tech (my Amazon background) with the clinical rigor and regulatory compliance of healthcare, exactly the balance needed for responsible AI product development. Technologies: ML/AI Personalization, Biosensor Technology, Mobile Health Platforms, Clinical Data Science, FDA Regulatory Strategy ### Global Head of Product & Marketing | Commercialization & Growth @ Amazon Jan 2020 – Jan 2023 | Irvine, California, United States Rejoined Amazon to evolve the apps and games engine responsible for driving a large portion of Amazon Devices annual growth—owning the commercial delivery and development submission for every device on Amazon (e.g., FireTV, Fire Tablets, and Android). Tapped in May 2021 to take on a first-of-its kind senior leadership role introducing a new Amazon healthcare initiative worldwide. Global Head of Product, Marketing, Regulatory, & UX | New Emerging Products (5/21–present) Global Head of Product & UX | Appstore & Coins (4/20–5/21) ### Founding Partner, Board Advisor & Digital Innovation Consultant @ Careyes, LLC Jan 2018 – Jan 2020 | San Clemente, California, United States Founded a revenue growth consultancy to help traditional companies create digital strategies that harness organization’s existing capabilities. Built product and organization strategies for ten early-stage / self-funded start-up clients, including iHerb and SunPantry. Services included acting as an interim VP of Product for a $1.5B+ annual P&L, in addition to strategic roadmapping, branding, and digital transformations; operational and technology overhauls; acquisition positioning; and global logistics. ### VP Digital & Future Works @ Taco Bell Jan 2018 – Jan 2018 | Orange County, California Area ### Sr. Director of Product - Kindle Manga & comiXology @ Amazon Jan 2015 – Jan 2018 | Greater Seattle Area ### Global Head of Product Marketing - Emerging Devices (Amazon Echo and Alexa) @ Amazon Jan 2013 – Jan 2015 | Greater Seattle Area Responsible for launching and defining the marketing strategy for brand new Amazon device categories - including the Amazon Echo and Alexa voice service. • Created and drove awareness from nothing to 'top of mind' for brand new devices and device categories. Established conversion through an integrated marketing strategy. • Leveraged customer insights and defined: product positioning, segmentation, messaging, go to market strategy and branding. • Drove senior leadership buy-in on the need for a marketing voice early in product development and proved this accurate with selling in a three-year Alexa strategy that went beyond Echo devices. ### Sr. Manager - Global Head of Kindle Brand & Channel Marketing @ Amazon Jan 2011 – Jan 2013 | Greater Seattle Area Created and grew a team responsible for the device and channel marketing of all Kindle products. • Brand management and execution from concept through world-wide packaging and retail merchandising (175+ countries/territories) • Defined the current and future brand categories (Kindle, Fire, and Echo) as well as naming of all Kindle products and features (e.g., Paperwhite, Firefly, Alexa, etc). • Early definition and senior leadership buy-in of product positioning and messaging for all Kindle devices globally • Created a push offline retail marketing strategy program - improving the brand presence in national retail • Defined and sold-in to senior leadership an Amazon owned retail strategy - starting with Kindle Stores and Kiosks which eventually grew into Kindle and Amazon stores. ### Sr. Manager - Cross Brand Strategy @ Sprint Nextel Jan 2010 – Jan 2012 | Irvine, CA Built, Developed, and Managed a team of Sr. Product Marketing Managers responsible for: • Ensuring the holistic P&L performance and balance of the entire Sprint consumer multi-brand portfolio, including all post and prepaid brands (Sprint, Virgin, Boost, Assurance, and payLo) • Addressing key cross brand challenges methodically with an eye on enhancing brand positioning, customer targeting, and financial constraints • Validating each brand’s target and performance metrics while simultaneously making recommendations on enhancements and opportunities • Prioritizing and managing the entire consumer development pipeline to ensure initiatives and spend are balanced against portfolio objectives • Ensuring Go to Market activities are aligned and synergies are realized ### Sr. Manager - Interaction Design @ Sprint Nextel Jan 2009 – Jan 2010 | Irvine, CA Built, Developed, and Managed a team of Sr. Interaction Design Managers responsible for: • Customer experience focused definition of business and functional requirements for all cross-functional, customer interfacing projects for the company • Represented and maintained focus on business expectations through-out the development life-cycle • Impact analysis and coordination of cross-project implementations focused on best in class user-experiences. • Voice of the customer evaluation and integration into requirement creation for appropriate projects • Creation and growth of a senior team with subject matter expertise in User Experience Design and Business Analysis ### Sr. Manager - Product Management, Offers @ Sprint Nextel Jan 2007 – Jan 2009 | Irvine, CA Developed and Managed a team of Sr. Product Managers responsible for: • Definition and ownership of all Boost service offers (e.g., Monthly Unlimited, Pay as you Go, Chat Plan) • Business case creation and translation of new and enhanced offers to ensure profitability • Market and competitive analysis fortifying the company’s nimbleness to react market conditions • Leadership and business direction through the creation and launch of all new offers • Creation and growth of a well-balanced team with subject matter expertise in the pre-paid market ### Sr. Product Manager - Devices @ Sprint Nextel Jan 2007 – Jan 2007 | Irvine, CA Product Planning: developed CDMA handset roadmaps (strategy, selection, and feature prioritization) that balance both the long- and short-term needs of the company. Vendor Management: manage multiple OEMs for cost efficiencies, on-time product launches, issue resolution, and post-launch management. Market and Competitive Analysis: monitor the market forces and state of competition. ### Sr. Manager, Product Management @ Helio (acquired by Virgin Mobile) Jan 2005 – Jan 2007 Established the handset strategy, roadmap, processes, and teams for an affluent youth focused start-up MVNO. Managed Handset Product Lifecycle Management, Pricing and Product Profitability, Market and Competitive Analysis, and Product Communication and Promotion. Launched and supported the Helio Ocean, Hero, and Kickflip. ### Sr. Voice Services Engineer @ Nextel Communications Jan 2004 – Jan 2005 | Reston, VA Designed and developed strategically differentiated complex voice products (next generation of push-to-talk) which were top investment areas for the company (>$400M development projects). Responsibilities included; system specification, requirements definition, network hardware and software recommendations, vendor technical selection, test strategy development, and metric definition/monitoring. ### Device Development Engineer @ AT&T Jan 1999 – Jan 2004 ## Education ### Bachelors in Psychology, Communications University of Washington ### Certificate in E-Business Massachusetts Institute of Technology ## Contact & Social - LinkedIn: https://linkedin.com/in/ebaicy --- Source: https://flows.cv/elizabethbaicy JSON Resume: https://flows.cv/elizabethbaicy/resume.json Last updated: 2026-04-13