Meet the New Chair and Board Members Leading Alzheimer’s Association Illinois Chapter in 2026
- lrmartin0
- Jul 18
- 5 min read
Marta Cerda, is a transformational leader who uses innovation, strategic governance, intentional oversight, and ambitious goal setting to change systems and corporations. With more than 38 years spent in corporate, not-for-profit, philanthropic, and political arenas, Marta is CEO of ASI. This $12 million dollar not-for-profit organization provides home care services and employment and training programs. During her tenure, she streamlined operations, converted the agency from traditional home care to an innovative care continuum, and leveraged new technology to increase service hours and improve efficiency.
A dynamic leader who is directly credited with leading a hospital away from the edge of bankruptcy and closure, Marta has a clear understanding of corporate P&L, knows how to institute change in critical areas, and meet needs in real-time.
Marta has proactively impacted her community by serving on many different boards, both nonprofit and corporate. The organizations where she has served as a board member and chairman have addressed some of the most challenging issues facing society today, especially health equity. She holds leadership roles in the National RECOVER Taskforce (NIH), Puerto Rican Agenda, and Illinois Unidos. She is the Chair of the Alzheimer’s Association of Illinois and was Chair of Norwegian American Hospital. She is involved in community development through leadership in: Former Vice Chair, Illinois Latino Legislative Caucus Foundation; Trustee – National Museum of Mexican Art; and President, Illinois Association of Community Care Program Homecare Providers. She serves on the Chicago Commission on Human Relations board. She was a founding member of the Young Leaders Fund, Chicago Community Trust and served on the Executive Committee of the Golden Apple Foundation.
One of her current projects is to build a Health Equity & Workforce Development Center. This 19,000 square-foot Health Equity Center will anchor programming and services, including a comprehensive workforce center, a training institute, a memory care center, and home health/home care administrative offices. Marta strongly believes that in order to alleviate health disparities and inequities, the workforce center would have to be located in a predominantly Black and Brown community that has historically suffered from disinvestment and barriers to resources that gravely impact life expectancy.
Crain’s Chicago Business recognized Marta as a Notable Healthcare Leader (2022) and Notable Latino Leader (2024). In 2023, Chicago United recognized her as a Business Leader of Color. Latino Leader magazine presented her with the Maestro Award. This July 2025, Marta will receive Negocios Now’s Community Champion Award.
Marta earned her Bachelor of Arts degree from Smith College and a Juris Doctor degree from Loyola University's Chicago School of Law. She is a candidate for the Northwestern-Kellogg School Executive Scholar Program and was a National Hispana Leadership Institute Fellow, where she attended the Center for Creative Leadership and a Harvard Kennedy School public policy course. She was a How Women Lead - Women Leaders of the World fellow.
Carrie Jost, is vice president of communications for CNO Financial Group (NYSE: CNO), the national insurer that provides life and health insurance, annuities, financial services and workforce benefits solutions through its family of brands, including Bankers Life, Colonial Penn,
Optavise and Washington National.
Carrie is responsible for CNO’s corporate communications, public relations, employee
communications, sponsorship, philanthropy, corporate branding, creative services and event marketing. She joined the company in 2005 and has held several communications positions, including serving as CNO’s director of brand marketing and as manager of brand and marketing communications for Bankers Life. Prior to CNO, she worked in communications for two of Chicago’s business leadership forums: The Executives’ Club of Chicago and the Mid-America Committee for International Business and Government Cooperation.
Carrie earned a bachelor's degree in political science and Spanish from Illinois Wesleyan University. Carrie is a board member of the Illinois Chapter of the Alzheimer’s Association and a past board member of Meals on Wheels Chicago.
Barbara Moran-Goodrich, has spent more than three decades leading innovation and growth in the franchising and automotive aftermarket industries. As CEO and Co-founder of Moran Family of Brands, Barbara oversees a dynamic portfolio of brands including Mr. Transmission, Milex Complete Auto Care, Turbo Tint, Alta Mere Automotive Outfitters, and more. With over 120 franchises in 29 states and internationally, her leadership continues to break barriers — especially as one of the few female CEOs in the automotive aftermarket franchise space.
Barbara began her career by co-founding Moran Industries, Inc. in 1990 with her parents. After taking on the role of President in 1999 and eventually purchasing majority ownership in 2010, she rebranded the company as Moran Family of Brands to reflect its expanding and diversified portfolio.
Over her 35 years in franchising, Barbara has earned numerous accolades including being named one of the Top 100 Franchises to Watch by Franchise Dictionary and recognition in Entrepreneur Magazine’s Top 500 franchises. She’s authored influential articles on mentorship, franchisee relations, and leadership development, and has been featured in major media outlets such as The Wall Street Journal, Huffington Post, Fox Business, and MSNBC.
Beyond her business accomplishments, Barbara is deeply committed to civic and industry engagement. She has served multiple terms on the Board of Directors for the International Franchise Association (IFA), and played key roles in mentorship and franchise relations committees. She’s also a dedicated advocate in the fight against Alzheimer’s, serving on the Steering Committee for Illinois Women Conquer Alzheimer’s (IWCA) and co-chairing its Power of Purple initiative.
Barbara Moran-Goodrich is a shining example of how strong leadership, vision, and compassion can shape industries and communities alike.
Jim Wong, is a seasoned entrepreneur and investor with a track record of building and exiting
successful companies. He co-founded Concierge Care and leads its investor group.
In 2009, he founded Brilliant, which was named Chicago’s Fastest Growing Company by Crain’s in 2015 and the second-fastest growing staffing firm nationally by Staffing
Industry Analysts. He was honored in 2016 on the Staffing 100 List for North America,
recognizing the industry’s most influential leaders.
Jim also co-founded and sold a finance and accounting staffing firm to a publicly traded
company. A CPA by training, he began his career at Ernst & Young and holds a degree
in Accounting from Northern Illinois University, where he was named Outstanding Young
Alumnus in 2003-2004. He serves on several corporate and nonprofit boards and is a
Partner at WW Advisors, LLC, a management consulting firm.
Timothy Woods, Senior Consulting Practice Manager, for Oracle Health, where he lead strategic Project Managers that drive innovation, and deliver high-impact solutions for clients across the South-Central US Region. With over a decade of experience in enterprise consulting and leadership, Tim is known for guiding diverse teams, fostering client success, and driving operational excellence.
In addition to his corporate role, Tim serves as a committed Community Advisory Board Member, for the University of Chicago, SHARE Network and Community Rx. As well as a second year Co-Chair for the Release the Silence African American Conference for the Alzheimer’s Association Illinois Chapter.
Tim is a graduate of Tennessee State University, with a Dual Degree in Economics and Finance and serve as Treasurer for the Tennessee State University, Chicago Alumni Chapter. He an entrepreneur, husband, and father of twin boys.
Passionate about Alzheimer’s and Dementia, he was a caregiver for his father, the late Ernest A. Woods, Sr. who succumbed to Dementia in 2021. His purpose is to educate and advocate for everyone that's impacted by this dreaded disease, and is driven, so his sons will not know a world where Alzheimer’s and Dementia exist.
The Alzheimer’s Association Illinois Chapter proudly welcomes its 2026 Board and extends heartfelt thanks for your ongoing support!
Comments