Felicia made her mark in the healthcare technology sector during her tenure at Halodoc (2016–2024). She led a 100-person team and managed all aspects of marketing, including branding, creative strategy, offline campaigns, and performance marketing. In 2023, she became Halodoc's Chief Marketing Officer, where she expanded her portfolio to include growth strategies and played a pivotal role in fundraising efforts that secured $250 million across multiple rounds, up to Series D. Felicia reported directly to the CEO, solidifying her reputation as a key driver of the company's success.