Federico Lescano Email & Phone Number

Houston, Texas, United States

● Managed $1M budget and strategically invested in markets to maximize response and conversion rates● Maintained database of historical response and conversion rates to use as a basis for market decisions● Oversaw up to 40 direct mail campaigns each year from planning to execution across 14 markets● Developed and implemented monthly creative, offer, and prospect decile tests across multiple markets ● Reviewed multiple rounds of creative to confirm all campaigns met quality standards and copy aligned with PUC regulations ● Coordinated cross-functionally with call center throughout campaigns to gather customer feedback and troubleshoot issues● Analyzed campaign KPIs (e.g., response rate, sales conversion, cost to acquire) and regularly presented findings and recommendations to leadership team● Led all retention direct mail campaigns in the Texas and Northeast markets ● Executed first-ever acquisition email campaign to complement direct mail ● Improved tracking capabilities of email campaigns by incorporating third party call tracking resource● Provided direction to digital ad vendor on how to best strengthen messaging in Northeast markets ● Conducted competitive research on other retail energy providers’ marketing activities and provided recommendations on how to best compete● Gave feedback on Spanish radio spots and direct mail pieces

Houston, Texas Area

● Analyzed on success of marketing campaigns, and made recommendations for improvements ● Studied pricing changes of competitors, and made suggestions on how to improve competitiveness● Aided in creation of new mailing campaign that proved to be low-cost and effective in retaining customers● Developed PowerPoint decks for manager to utilize when giving presentations to a new customer base● Reviewed customer service calls, pinpointed areas in need of improvement, and proposed solutions● Researched, compared, and ordered materials for company sponsored events throughout Texas● Traveled to events to oversee successful implementation of materials and execution of selling strategy● Organized recruiting event for Big Brothers Big Sisters, leading to NRG becoming 2nd highest in most volunteers recruited by a company

Canton, Ma

● Worked on various aspects of BOKS, a program that organizes physical activity and nutrition programs to promote childhood health● Supported 36 schools with registration of 2100 participants, coordination of materials, and conducting of surveys● Assisted in identifying and implementing BOKS in select new markets by leveraging leads and attending conferences● Helped ensure seamless execution of events by prepping equipment, monitoring Eventbrite registration, and setting up technology● Identified and applied for grants to obtain funding for expansion● Coordinated with HR for 20 new hires by monitoring packet submissions and employee information● Created detailed how-to guide for future co-ops, providing information and instruction to ensure smooth transition

Framingham, Ma

● Managed Facebook schedule during busiest seasons, leading to an increase of over 100,000 likes from previous season● Compiled and analyzed Facebook statistics to present strategic recommendations to upper management● Prompted the creation of videos that increased customer awareness and satisfaction of company’s technological promotions● Translated information during international calls with Latin America for marketing team to ensure international branding alignment● Completed competitor analysis on social media usage, providing strategic recommendations

Watertown, Ma

● Designed and created marketing materials including line cards, pamphlets, and posters to increase brand awareness● Provided superior customer service through phone calls, e-mail and face-to-face interactions● Updated social media sites with news articles, links, and photos relating to the company● Updated customer survey, improved database for easier analysis, and presented results to upper management