Hanzel Corella, Product Manager in Houston, TX, United States
Hanzel Corella

Product Manager in Houston, TX, United States

Member since November 11, 2019
For over ten 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, IoT (internet of things), and solar power industries. As a product consultant, corporate innovation manager, and director of a creative agency, Hanzel is well versed in digital marketing, UX design, and web, cloud, and mobile development.
Hanzel is now available for hire

Project Highlights

  • Led product design and development of the first energy disaggregation customer insights platform.
  • Served as the founder and CEO of a social music-streaming startup and showcased mobile app at South by Southwest (SXSW).
  • Brought an Amazon Prime-like experience to peer-to-peer marketplaces such as Craigslist and Facebook Marketplace.




  • Head of Product

    2019 - PRESENT
    Pay On Delivery
    • Contributed to documenting and implementing every field, attribute, and business rule associated with MasterCard Send, Facebook Pay, and Uber APIs meticulously.
    • Developed marketing strategies and hired a team of content, video, and social media managers to increase conversion and reduce the CTA to below $2.
    • Designed new user journeys (UX) that increased conversion by 100%. It required the creation of new technology stack and roadmap.
    • Conducted market research in the fintech industry. Interviewed customers to generate compelling use cases, a new brand, and new product features.
    • Redesigned the homepage and subsequent user journeys. Wrote the content, tested it using A/B methodology, and launched a new brand, which increased the conversion rate by over 100%.
  • Senior Product Manager: Sales Intelligence and Marketing Automation

    2020 - 2021
    • 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.
  • Product Owner

    2020 - 2020
    • 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.
    • Wrote system requirements for API layer, aggregation layer, and front-end React Native development. This required detailed documentation of the business rules, fields, and system configurations in Confluence and stories in Jira.
    • Reported 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.
    • Grew the agency team from five to 50 employees in three countries.
    • 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
    • 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.
    • Initiated technology pilots to validate business cases.
  • Product Manager

    2014 - 2016
    Direct Energy
    • Launched two customer-facing $5-million projects that increased retention, on-time payments, and differentiation.
    • Led a cross-functional team to create a mobile app and online energy insights platform available to over 6 million users.
    • Developed a sales bundling tool that impacted 60% of new sales by combining home IoT devices and energy contracts.
    • Evaluated new value propositions.
    • Established and managed relationships with partners and vendors that led to a $20-million venture acquisition.
  • Process Engineer

    2011 - 2013
    Direct Energy
    • Streamlined the process from customer enrollment to commodity hedging improving our operational profitability by 6%.
    • Improved customer consumption regression models using econometric techniques and designed a new short-term forecasting system for over 2 million residential and commercial customers.

Project History

  • Direct Your Energy
    Led product design and development of the first energy disaggregation customer insights platform.

    Are you tired of getting a big energy bill 30 days after your billing cycle? Now you can see what your household is spending daily on electricity.

    With our new machine learning techniques, we can tell you which appliances are causing most of your electricity cost and suggest ways to reduce your bill.

  • Soundmob
    Served as the founder and CEO of a social music-streaming startup and showcased mobile app at South by Southwest (SXSW).

    The Soundmob mobile app allows users to sync multiple smartphones and Bluetooth speakers to stream music simultaneously. This feature not only amplifies the sound but also has fun social features like making collaborative playlists and taking turns being a DJ in real-time.

  • Club House Now
    Led product design and development of the first Uber Eats experience for luxury golf courses. Now the clubhouse comes to you.

    ClubCorp owns over 100 luxury golf courses across the world. The Club House Now experience comes with a mobile app and point of sale (POS) system that allows for a consistent omnichannel customer experience that makes it fun and convenient ordering food, scheduling tee times, and using club amenities.

  • Pay On Delivery
    Brought an Amazon Prime-like experience to peer-to-peer marketplaces such as Craigslist and Facebook Marketplace.

    Pay On Delivery handles online payment and shipping for people-to-people transactions that typically take place via cash in a parking lot. The new POD process will make buying items on Facebook Marketplace and OfferUp safe and convenient.


  • Master's Degree in Economics
    2009 - 2011
    Boston University - Boston, MA, USA
  • Bachelor's Degree in Engineering
    2005 - 2009
    MIT | Massachusetts Institute of Technology - Cambridge, MA, USA

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