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.
• 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.

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.

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.
• 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.

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.

Marketing, Management

Ib Diploma