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

Verified Expert  in Product Management

Product Manager

Houston, TX, United States
Toptal Member Since
November 11, 2019

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.

Project Highlights

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


Work Experience

Product Marketing Manager

2023 - PRESENT
  • Launched marketing campaigns to test product value props, confirm market research, and acquire new customers. Reduced cost per install from $200 to $40 and reached a CTR of 3%.
  • Created go-to-market strategies for new digital products including telemedicine and postpartum apps. Acquired and interviewed the first 100 patients.
  • Consulted management on their digital product portfolio using customer insights, interviews and market research.

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%.

Data Scientist

2023 - 2023
Blue River Technology - John Deere
  • Researched and mined big data sets from government and nonprofit resources on mining and hauling equipment. Visualized the data using Tableau for the entire product team and management.
  • Applied machine learning models and statistical methods to hauling equipment data sets to identify trends and determine factors that predict equipment malfunctions and accidents, specifically severe injuries and deaths.
  • Presented to senior management the finding of our data analysis, including how these findings could be applied to sell their automated hauling and digging equipment to their large enterprise customers.

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.

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.

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 costs and suggest ways to reduce your bill.


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.
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