Federico Engell Email & Phone Number

Montreal, Qc, Ca

Vancouver, British Columbia, Canada

•Stategic planning and development of lifecycle marketing initiatives and user flows to convert, engage, and retain users.•Implement A/B tests and experimentation initiatives to improve cancellation, free-to-paid conversion rates, and revenue generation. •Own the Moz Pro Onboarding experience from ideation to implementation. Monitor performance, and make continuous improvements to increase user engagement, accelerate TTV, and contribute to improving free-to-paid rates and early cancellations.•Own Moz Pro Cancel Flow experience, monitor performance and make continuous improvements to increase the number of accepted save offers and overall save rate to improve reduce customer churn.•Work with BI on reporting and developing lifecycle data and analytics to drive new lifecycle marketing initiatives aimed at improving monetization, cancellations, engagement, and total user count.•Manage and maintain automated communications for paid users via email and in-app to onboard, nurture, and monetize users.•Collaborate with the ENG team to develop and execute new Lifecycle initiatives •Collaborate with Product Marketing and Product Managers on new feature releases and Betas to provide insights on user segmentation. •Work closely with the Customer Support team to implement new retention initiatives.

Vancouver, British Columbia, Canada

•Defined marketing strategy, OKRs, and KPIs for the Client Marketing team.•Collaborated with Operational teams/service lines to increase existing clients' MRR through account upgrades, upselling, and reactivations.•Implemented personalized in-app client cancellation experiences, increasing monthly saving rates.•Owned Product requests, including new app feature rollouts, UI user migrations, and partnership launches.•Supported internal team members in deploying over 25 email marketing campaigns to the client base.•Managed in-app client communications, supporting product rollouts and new UI launches to increase MRR.•Collaborated on the creation of the first customer-automated email lifecycle series.

Vancouver, British Columbia, Canada

•Built and led the first in-house marketing department, hiring and onboarding four members.•Conducted an analytics audit, defined goals and KPIs, and implemented Google Analytics tracking with weekly reporting.•Utilized data-driven analysis to support decision-making and developed continuous data mining reports.•Successfully contributed in a project management initiative for a new brand and website launch, implementing HubSpot Marketing and CRM.•Implemented an employee advocacy program through a content-sharing platform on social media.

Vancouver, British Columbia, Canada

•Participated in regional campaign planning, administration, activation, and budgeting for priority industry marketing campaigns.•Developed comprehensive industry-specific marketing campaign roadmaps, focusing on customer journeys and increasing conversions. Created templates for marketing project calendars, sponsorship databases, presentation decks, and research reports.•Led the marketing planning, budgeting, and execution of the industry-recognized annual mining financial report: PwC's BC Mining Report.•Hosted three webcasts on International tax updates for mining clients in the US and Mexico, and two webcasts for internal mining cross-selling training.•Deployed over 10+ email marketing campaigns using Eloqua and Salesforce Marketing Cloud.•Assisted in planning and managing nine industry-focused in-person executive events, handling logistics, invitations, presentation materials, and ROI metrics.

Vancouver, British Columbia, Canada

•Increased LATAM market revenue by 455% reaching $1M +• Managed a team of 8 sales & marketing and creative design.•Achieved a 327% increase in student enrollment reaching 270+ students.•Established and managed over 50+ agent partnerships •Managed Paid spend of $60,000 CAD•Created 20+ landing pages for promotions in international markets.•Deployed monthly newsletters to 10,000 SQL in the customer database.•Utilized SEO, SEM, and other digital marketing techniques to improve the college's online visibility in LATAM regions.•Prepared regular reports and presentations to assess the effectiveness of strategies and recommend improvements for achieving sales and enrollment targets.•Planned and participated in relevant educational fairs, events, and conferences in Mexico, Ecuador, Colombia and Brazil to promote the college's programs and offerings.

Vancouver, British Columbia, Canada

•Conducted market research to understand the higher education landscape in LATAM countries.•Generated leads and built a network of partners to attract prospective students.•Developed targeted marketing campaigns to increase brand awareness and enrollment.•Managed the college's digital presence and improved online visibility in LATAM regions.•Planned and participated in educational events and outreach activities.•Nurtured relationships with prospective students and guided them through the enrollment process.•Monitored key performance indicators and provided regular reports for strategy improvement.

Marketing, Management

Ib Diploma