Hanzel Corella, Marketing Expert in Houston, TX, United States
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Hanzel Corella

Verified Expert  in Marketing

Marketing Expert

Location
Houston, TX, United States
Toptal Member Since
April 12, 2022

For over 10 years, Hanzel has been launching new products for both startups and Fortune 500 companies. He's worked in eCommerce, energy, consumer foods, healthcare, fintech, ride-sharing, the internet of things (IoT), and solar power industries. As a product consultant, digital marketer, and director of a creative agency, Hanzel is well-versed in digital marketing, UX design, and web and mobile development. He will help you acquire new customers while improving your marketing funnel strategy.

Marketing AnalyticsSearch Engine Optimization (SEO)Google AdsConversion Rate Optimization (CRO)Facebook AdsKeyword ResearcheCommerceBrand MarketingGrowth MarketingBrand BuildingPerformance MarketingEmail CampaignsDigital MediaCustomer AcquisitionMobile AdvertisingAmazon SEOMobile App MarketingMarketoWeb Analytics

Project Highlights

LetsLaunch – Crowdfunding for Local Business
Developed and managed Facebook, LinkedIn, and Google campaigns for LetsLaunch. Monthly customer acquisition growth rates reached 100% or higher. We grew so much that LetsLunch was acquired in two years.

Expertise

Conversion Rate Optimization (CRO)Digital Marketing StrategyGrowth MarketingKeyword ResearchMarketing AnalyticsPaid AdvertisingSearch Engine Optimization (SEO)eCommerce

Work Experience

Digital Marketing Manager

2022 - PRESENT
Hoag
  • Worked with senior executives to create a marketing plan for a portfolio of digital ventures, including a telehealth app, postpartum mobile apps, and online physician access tools.
  • Used marketing strategies to test messaging and features, which informed and shaped the development of the product itself.
  • Launched search, display, and social media ad campaigns and mobile advertising and worked on search engine optimization (SEO) to drive the acquisition of new customers.

Head of Product

2019 - 2022
Pay On Delivery
  • Audited the user journey from ad to purchase using Google Analytics, Mixpanel, and Segment. Re-designed website, call to action, and marketing strategy to increase conversion rate by over 25%.
  • Developed marketing strategies, including mobile advertising and marketing processes, and hired a team of content, video, and social media managers to increase new customer acquisition and reduce the CTA to below $2.
  • Conducted market research in the fintech industry. Interviewed customers to generate compelling use cases, a new brand, and new product features.
  • A/B-tested video, GIF, and image ads. I launched a new ad every week and adjusted the spending and targeting daily.

Senior Product Manager: Sales Intelligence and Marketing Automation

2020 - 2021
PepsiCo
  • Built a rule-based automation platform for managing multiple keyword campaigns on eCommerce sites like Amazon and Walmart. Our tool managed over 10 million in monthly spending and increased efficiency.
  • Partnered with sales directors in FLNA and PBNA to ingest out-of-stock information from various retailers and send alerts and notifications to field reps, increasing our eCommerce fulfilled orders by 5–10%.
  • Led the redesign of our eCommerce sales intelligence platform. Wrote the requirements for the pages, tables, and visualizations of this data analytics tool.
  • Used Marketo for marketing automation and lead management and engagement.

Product Owner

2020 - 2020
Anthem
  • Performed the duties of a project manager, system analyst, and product manager for the IngenioRx Pharmacy Benefits app. Interviewed business stakeholders and translated requirements into easily executable stories and team tasks.
  • Led a remote Toptal team to develop an app that allows users to order prescription medication. Anthem is a huge company. The challenge was capturing all that drug data, business rules, health plans, and scenarios into an easy-to-use mobile app.
  • Reported app performance such as total orders per week and monthly active usership and progress to management and resolved risks across the organization.

Managing Director

2017 - 2019
Elevation Studio
  • Sold over $1 million in tech, design, and marketing services. Our clients ranged widely from real estate to fashion.
  • Grew the agency team from five to 50 employees in three countries. Had a team of six marketers doing paid media, paid search, organic social media growth, and content marketing.
  • Developed and launched over ten consumer-facing mobile apps, websites, and startups.
  • Implemented design thinking and agile development processes internally and externally as a consultant.

Product Manager

2016 - 2016
Centrica
  • Developed go-to-market strategies for the mobile app controlling the Hive branded suite of smart devices in the US.
  • Designed new features and wrote requirements for our energy insights online platform collaboratively.
  • Prepared market research, web analytics, and presentations. Conducted customer interviews, small focus groups, and developed marketing personas.

LetsLaunch – Crowdfunding for Local Business

Developed and managed Facebook, LinkedIn, and Google campaigns for LetsLaunch. Monthly customer acquisition growth rates reached 100% or higher. We grew so much that LetsLunch was acquired in two years.

LetsLaunch was a crowdfunding site for local businesses who found me through word of mouth. Unique to this engagement was the opportunity to create the marketing strategy and campaigns from scratch. We did customer persona research and spoke a lot about brand strategy before developing ads. After the campaigns were launched, we adjusted them daily and added new creatives weekly. We constantly tested but didn't let us slow us down, which is why I was able to achieve my highest growth rates with them.
2009 - 2011

Master's Degree in Economics

Boston University - Boston, MA, USA

2005 - 2009

Bachelor's Degree in Engineering

MIT | Massachusetts Institute of Technology - Cambridge, MA, USA

Collaboration That Works

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