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 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.

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.

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

2021 - 2023
  • Achieved a 60% reduction in operational costs and slashed process time by 85% by creating a novel machine learning approach toward optimizing the matching process.
  • Increased sales efficiency by 20% through the seamless integration of ChatGPT in HubSpot workflows.
  • Boosted customer conversion rates by 10%, leading a predictive analytics project across the organization to identify key customer metrics using BigQuery and Looker. Reduced cancellation rate by 20% as well.
  • Identified business opportunities and aligned product strategy with corporate goals. Drove the execution of AI projects. Reported progress, KPIs, and impact on revenue to C-level executives.

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.

Head of Product

2019 - 2021
Pay On Delivery
  • Tripled sign-up conversion rates by redesigning user journeys in Figma based on direct customer feedback and enlisting the services of a professional content writer.
  • Boosted revenue by 15% through strategic partnerships with FedEx and Roadie, enabling the fulfillment of larger, more profitable items.
  • Enhanced customer satisfaction scores by over 50% by integrating Visa, MasterCard, and Plaid APIs, accelerating payout times from three days to one-hour post-delivery.
  • Conducted market research in the fintech industry. Interviewed customers to generate compelling use cases, a new brand, and new product features, which increased the conversion rate by 50%.

Managing Director

2017 - 2019
Elevation Studio
  • Crafted minimum viable product (MVP) plans and go-to-market strategies for 20 consumer-facing apps, setting the stage for their success.
  • Generated sales exceeding $2 million in cloud and mobile app development services, overseeing project scope, SLA adherence, and client/stakeholder relationship management.
  • Taught MVP design and tech development courses for startup founders at General Assembly, The Cannon, and other Texas and Boston accelerators via MIT Entrepreneurship Center.
  • Provided leadership and coaching to 28 USA, India, and Mexico employees, fostering a collaborative and productive work culture.

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
  • Championed the development of an AI/ML energy insights platform, yielding a 30% rise in user engagement and a 5% increase in customer retention, engaging over 6 million users monthly.
  • Influenced 60% of new sales by building a new cross-sell bundling tool that successfully monetized previously unprofitable contracts, ultimately reducing costs by 5%, equivalent to over $1 million in savings.
  • Led two major capital projects totaling $5 million, enhancing customer retention and on-time payments, leading to more robust brand differentiation and a projected 12% ROI.

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


Google Analytics, Jira, HubSpot, Slack

Industry Expertise

Consumer Products


Agile, Waterfall Development, Key Performance Metrics, Agile Project Management, Kanban, Data Science




Data Analytics, A/B Testing, Product Strategy, Product Marketing, Entrepreneurship, Microsoft Excel, Mobile Apps, Product Roadmaps, Key Performance Indicators (KPIs), Objectives & Key Results (OKRs), Business Analysis, User Research, Market Assessment, User Requirements, Technical Product Management, UX Design, Mobile UX, User Journeys, Websites, eCommerce, Website Optimization, SaaS, Fintech, Startups, Product Development, Discovery Workshops, Data Analysis, Customer Insights, Digital Marketing Product Manager, Direct to Consumer (D2C), Software as a Service (SaaS), Facebook Ads, Search Engine Optimization (SEO), Go-to-market Strategy, Marketing Analytics, Brand Development, Content Strategy, Sales Funnel, Software Innovation, Customer Interviews, UX Analysis, Feature Planning, Requirements & Specifications, Financial Analysis, Feature Backlog Prioritization, Social Media Marketing (SMM), API Integration, Wireframing, Growth Marketing Product Manager, Head of Product, Project Management, User Experience (UX), Healthcare IT, System Requirements, Data Mining, Amazon S3 (AWS S3), Google Cloud, Technology Trends, Facebook Marketing, Instagram Marketing, APIs, Cost Estimation, Product Vision, Backlog Management, Feature Roadmaps, Feature-driven Development (FDD), Messaging, Teams, Google Sheets, Big Data, Segment, Economics, Engineering, Artificial Intelligence (AI), DataViz, Marketing, Product Launch, Machine Learning

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