Verified Talent

Carly Hodes

Verified Talent

Agile B2B2C marketing leader with 12 years’ experience launching and growing health technologies.
Strengths in product strategy, content marketing, GTM launches, developing leaders. Adept in demand generation, operations.

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Agile B2B2C marketing leader with 12 years’ experience launching and growing health technologies.
Strengths in product strategy, content marketing, GTM launches, developing leaders. Adept in demand generation, operations.

Worked With

— Johnson and Johnson

— Abbott

— Virta

— Vida Health

— Pavilion

— NeuroFlow

— Cornell University, College of Veterinary Medicine

— Kessels & Associates

Case Studies

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Specialty Areas

B2B Marketing
Content Marketing
Product Marketing

Vertical Experience

Mobile Apps
Medical Devices
Medical Services




Product Marketing
Content Strategy
B2B Marketing
Pitch Deck Creation
Collateral Design
Sales Collateral

Recent Roles

Director of B2B and Product Marketing

Vida Health | 2020- Present
  • I lead Product Marketing and B2B Marketing at Vida Health, building a full-stack marketing engine across the key functions of Product Marketing, Content, Demand Generation, and Marketing Operations.

Senior Product Marketing Manager

Vida Health | 2020- 2020
  • Vida delivers integrated virtual care programs for chronic and mental health conditions. Our team builds the product story for B2B audiences, leads demand generation, and supports sales teams to expand access to Vida's innovative virtual care model. We are hiring!

Pavilion Member

Pavilion | 2021- Present
  • Pavilion is a private membership organization for commercial growth operators.

Product Marketing Consultant

NeuroFlow | 2020- 2020
  • Clinicians use NeuroFlow's platform to remotely manage patients' mental health. I build value propositions, segmentation, targeting, positioning, messaging, and content strategy for clinical audiences.

Senior Product Marketing Manager

Virta Health | 2018- 2020
  • Virta delivers virtual medical service through software for people with diabetes, reducing medical costs for employers and health plans. My role spans B2B Marketing functions: Product Marketing, Demand Generation, Marketing Operations, and targets Employers and Health Plans as payers.
  • Produced B2B content for SaaS product launches & go-to-market campaigns: presentations, webinars, case studies, newsletters, RFPs, email campaigns, brochures, whitepapers, sales decks, videos, web pages
  • Developed messaging & positioning for employers, health plans, channel partners, & healthcare providers in collaboration with Product, Engineering, Operations, Customer Success, Data Science, Legal, & Research
  • Grew sales funnel by 4x using Demand Generation & Sales Enablement tactics, hitting >150% goal each quarter
  • Managed 2 reports to run >90 events
  • Managed MBA intern to survey buyers, A/B test messages, & make GTM roadmap

Product Marketing Manager

Abbott | 2017- 2018
  • Marketing and Product Management for disruptive innovations in diabetes Medical Devices, Wearable Health Sensor Technology, Individual and Enterprise Software, Desktop and Cloud Based Software, Remote Patient Monitoring Technology.

  • Won Pioneer Award for designing a major new business model in the hospital channel — Led small sales team to sign 12 hospital pilot partnerships, proved best design in experiment with 1,000 new users, then expanded the model nationally

  • Launched major new wearable health sensor technology hardware and software disrupting the diabetes market

  • Defined product vision and strategy for several innovative business models capitalizing on new market opportunities
  • Managed budgeting and forecasting within 90% accuracy; tracked, analyzed, and optimized sales KPIs

  • Developed and executed strategies, tactics, and collateral for 3 sales forces and 6 enterprise channels including: governments, hospitals and healthcare provider systems, companies running clinical trials

  • Created B2C collateral and user guides for biomarker tracking software used by patients and providers

Product Marketing Manager

Johnson & Johnson | 2015- 2017
  • Two-year Commercial Leadership Development Program
  • Led cross-functional project teams of 30+ sales, technical, and agency partners to deliver >250 marketing collateral pieces, including digital, print, signage, trainings, decks, sales-force-delivered promotions, and events
  • Launched 4 new products; segmented customers to improve targeting in product go-to-market plans
  • Diagnosed $7M/mo. sales loss using market research and analytics; launched strategy reducing loss $3M/mo.
  • Grew weekly sales of declining major product 300% through multichannel marketing and pricing campaign
  • Developed roadmap to position complex 10-yr product development pipeline to 30 global markets
  • Founded innovative key opinion leader virtual speaker program attended by 300 healthcare providers
  • Generated 12% sales lift over 4 months by piloting a multi-channel marketing campaign that capitalized on healthcare metrics trends, initiated data analytics to measure results, tracked campaign use >4000 sales calls
  • Increased product usage by 2.2 months by enhancing pharmacy programs based on customer needs research
  • Designed yearly media plan that gained 562k brand advertising exposures
  • Established novel data analysis method and tools to improve event ROI measurement via direct lead retrieval
  • Directed event portfolio of >100 conventions, chartered novel engagement tactics reaching >50k customers at events
  • Won Standards of Leadership merit award for outstanding business accomplishments in leading brand presence at major national medical conference
  • Pharmacy Channel Strategy & Operations: Executed marketing and operational plans to support both large and small molecule pharmaceutical businesses across the portfolio through channel partners including retail pharmacies, specialty pharmacies, and distributors

Acting Director, Marketing and Communications

Cornell University, College of Veterinary Medicine | 2014- 2015
  • Launched 2 new hospitals, >30 new medical services and diagnostics, leading all related marketing campaigns and media relations
  • Managed budgets and creative teams to produce >50 publications and continually update digital and print assets
  • Built, analyzed, and improved 4,200-page website and 2 social media sites with IT teams and web analytics tools
  • Lead market research and competitive intelligence activities
  • Coordinated external media / press and public relations
  • Marketed services covering broad array of therapeutic areas and diseases, including: oncology, immunology, cardiology, metabolism, internal medicine, intensive care, imaging, neurology, ophthalmology, surgery, reproductive medicine, sports medicine

Manager, Marketing and Communications

Cornell University, College of Veterinary Medicine | 2013- 2014
  • Content marketing for biomedical research and animal health services at the and Cornell University College of Veterinary Medicine
  • Designed social media presence and content that grew audience of followers by 9900%; Pushed engagement strategies achieving an average of 21k post engagements, 55k post reach, and 15k page views per month
  • Led consumer digital media tactics and customer database communications
  • Distilled complex information into compelling story content for >300 press releases and digital/print articles
  • Won international award for Communications / Marketing Programs Excellence from Council for Advancement & Support of Education
  • Wrote >100 magazine features, directly inspiring donations >$30,000
  • Managed College of Veterinary Medicine brand across communications products
  • Directed internal communications program
  • Led cross-campus team to develop novel event promotion tools

Marketing Communications Specialist

Cornell University, College of Veterinary Medicine | 2010- 2013

Field Research Assistant

Kessels & Associates | 2009- 2009
  • Conducted ecological impact assessment on potential wind-farm site for New Zealand’s 2nd-largest energy company, resulting in successful wind-farm installation
  • Directed communications among 30 teammates in remote areas under harsh conditions
  • Ran & monitored radar unit to supplement & coordinate field observations
  • Worked independently for long hours in remote settings


B2B Marketing Foundations: Positioning
April 2020
Marketing Foundations
April 2020
Marketing Foundations: Understanding Consumer Behavior
April 2020


Cornell Johnson Graduate School of Management
MBA Business Administration
Cornell University
BA Arts and Sciences

Case Studies

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