I recently had the pleasure of sitting down for a virtual visit with the new marketing manager at AIROS Medical and we enjoyed a spirited conversation! I’m hopeful that we can talk again soon because we could have gone on for hours. I’m delighted to introduce Alicia DiDomenico to you and I’m sure you will enjoy getting to know her as much as I have!
ADIE: Hi Alicia, welcome to the AIROS Team! I’m excited to work with you and learn more about you as a person and colleague. It sounds like AIROS’s main office is not too far from your childhood home. Can you tell us a bit about yourself and your early life? Where are you from and how did your background influence your career choice?
ALICIA: I grew up in Coplay, PA, a small town about two hours from Philadelphia. Sports were a big part of my childhood—I played softball and later focused on running, competing in track and cross country throughout high school. In high school I decided to attend Shippensburg University, a small public university in central Pennsylvania known for its business program. While I initially majored in accounting, I quickly pivoted to marketing in my sophomore year. I chose marketing because of my creative nature and my interest in analyzing advertisements, particularly commercials.
ADIE: Sounds like the creativity involved is what attracted you to marketing. Were there particular things that you enjoyed in your upbringing that made this especially attractive and interesting to you?
ALICIA: Growing up, I was fascinated by fashion and often analyzed magazine ads, even hanging them on my walls. My dream was to work at an advertising agency in New York City, as I’ve always had a strong eye for aesthetics. In college, I discovered my passion for marketing through group projects and case studies analyzing companies’ campaigns. Collaborating with a team brought a unique dynamic, and I realized I had a natural talent for understanding and applying marketing principles.
ADIE: That team collaboration is quite attractive to me too. I love that about working with this company! And I notice that you seem to have a lot of experience with conferences both virtual and physical. Can you tell us how you became interested in and involved with these?
ALICIA: One of my first marketing positions after college was at an advertising agency outside of Philadelphia, where I worked in the convention planning department. I helped pharmaceutical companies manage their trade show programs, primarily focusing on logistics. I found this work highly rewarding because it was fast-paced and required excellent organizational skills. Seeing the finished product at a trade show—interacting with the target audience and observing the start of the sales process—was incredibly fulfilling.
As my career progressed, I worked on all aspects of marketing but continued to focus my attention on trade shows, from logistics to vendor collaboration, strategy development, and training sales teams. Being on-site to witness the implementation and success of our strategies was always a highlight for me.
ADIE: That is so valuable; we learn so much from being at trade related events and meeting people from all over the world and throughout all aspects of our industry. Of course, we are in a specialized field and work with various venous and lymphatic conditions. Had you had any experience with Lymphedema, Lipedema or other edema issues before teaming up with AIROS? What are you hoping to learn about these diagnoses?
ALICIA: I don’t have any formal training on Lymphedema, Lipedema or other edema issues. My dad had cancer leading to some lymphedema related issues, so, I can really relate from a patient’s family perspective to the effect that these issues cause a caregiver when it is a secondary condition to cancer treatment. I am really hoping to understand the patient’s journey through these diagnoses, such as how they are feeling and what they are struggling with.
ADIE: I know you will find a lot of opportunities to learn about those concerns in this setting! What was your previous employment? Have you been with a specific company or have you been a free-lancer?
ALICIA: I have extensive experience in B2B marketing, primarily in the industrial segment, where I’ve worked for smaller companies with lean marketing teams. This has allowed me to be involved in all aspects of marketing, which I greatly enjoy for the variety it brings. My passion lies in connecting with customers, understanding their needs, and demonstrating how our products can address their challenges. I view marketing as an educational process—helping customers see the value we can provide and building lasting relationships. My title is Marketing Manager, and my focus is on building brand recognition and educating clinicians, patients, and caregivers about Lymphedema, Lipedema, and other edema-related issues. I aim to provide resources and education to help people better understand their conditions.
ADIE: Can you tell us about a project from your past that you are particularly proud of or that you especially enjoyed?
ALICIA: After taking an 11-year hiatus to raise my children, I re-entered the workforce and joined an industrial company in the construction industry. Their products enhanced the aesthetics of large buildings, but their brand didn’t reflect that. I spearheaded a rebranding initiative, focusing on revamping their website and overall marketing strategy.
However, during my time away, digital marketing had advanced significantly, so I had to teach myself by following influencers, attending webinars, and reading extensively. Seeing the company’s transformation and mastering digital marketing techniques made this project particularly rewarding.
ADIE: That story really highlights your creative impulses! And in your personal life, what are your passions? Any hobbies or activities? Do you participate with any organizations that you would like to discuss?
ALICIA: I have three children—Jared, 25; Gillian, 22; and Lindsey, 17—who have always been my greatest joy and kept me incredibly busy. Over the years, I’ve been deeply involved in their activities and schools, taking on roles such as Home Room Parent, Chair Lead for the Home and School Board, and Treasurer for the high school cheer team. Currently, I volunteer as the team mom for Lindsey’s travel softball team, where I help organize events, support the players, and ensure everything runs smoothly for the team. These experiences allowed me to contribute to their education and extracurriculars while building strong connections within our community.
Beyond my volunteer work, I’m passionate about fitness and an avid exerciser. I’ve participated in several 5K races, completed Tough Mudders, and even conquered a half marathon. One of my proudest accomplishments is running the Broad Street Run, Philadelphia’s 10-mile race, which I’ve completed numerous times. It’s been a particularly special experience because I’ve had the opportunity to run it alongside my son, Jared. I’m also a dedicated Orangetheory Fitness enthusiast and love the challenge of their workouts, which incorporate weights and push me to compete against myself. The mix of strength training and cardio keeps me motivated, and I find immense satisfaction in tracking my progress.
During the summers, my family and I enjoy spending time at our place on the New Jersey shore, where we make memories with friends and loved ones. These moments by the beach are a perfect balance to my active lifestyle and a cherished tradition for all of us.
ADIE: Sounds like you have a very active and outdoorsy family life! It’s great that you value and practice being active. What about sharing something interesting about you that readers might not guess based on your work, a fun fact about you?
ALICIA: My daughter Gillian and I are huge Swifties! I was fairly indifferent to Taylor Swift until her Eras Tour, but that quickly changed. I was amazed by her ability to perform 3 to 3.5-hour shows with such energy, passion, and dedication night after night. That level of artistry truly impressed me and sparked my interest, but it was Gillian’s enthusiasm that truly pulled me in.
Our love for Taylor Swift really grew during the long car rides we shared traveling from Pennsylvania to Tampa, where Gillian went to school. On those drives, we’d talk about Taylor’s music, dissect her lyrics, and play her songs on repeat. It became our special tradition and strengthened our bond.
In 2024, we took our fandom to a whole new level and attended four of her Eras Tour concerts—two in London and two in Vancouver. Each show was an unforgettable experience, and the chance to travel and share those moments with Gillian made it even more special. It wasn’t just about the music; it was about the memories we created together, celebrating something we both love. Those concerts are some of my most treasured experiences.
ADIE: That sounds like a very precious set of experiences; you will always be able to look back on those special times with your daughter! What else is sure to put a smile on your face, something that always makes you happy?
ALICIA: I’m a huge dog lover! My daughter Gillian and I have offered dog-sitting services together, and over time, we’ve built great relationships with local clients. Gillian is the primary sitter, and I step in as her backup when needed. It’s been a wonderful way for us to work together, and spending time with the dogs always brings me so much joy.
At home, we have our own furry family members who bring endless happiness to our lives. Dakota, our Mini Bernedoodle, is full of energy and personality, and Theodore, our rescue cat, keeps us entertained with his curious and playful antics. Being around animals, whether it’s our own or those we care for, is something I truly cherish—it’s one of the simplest ways to feel pure joy and connection.
ADIE: I too am a huge dog lover and count on my mini-poodle Lulu to keep me laughing. Laughter is so healing for all of us on so many levels, and is even helpful to the lymphatic system! I hope to share future visits and lots of laughs with you, Alicia. Thanks for taking the time today for us to get to know one another better and for me to introduce you to our followers.
Readers, if you have any questions about our products or just about lymphedema, lipedema or chronic venous insufficiency in general, please do not hesitate to reach out to me and I will do all I can to help! My email address is amackenzie@airosmedical.com. To your best health!
