Federico Lescano

About Federico Lescano

F••••••••@gmail.com Project lead who specializes in working cross-functionally…

Experience

1. Marketing Analyst

   Direct Energy

   Jan 2015 — Present · Houston, TX, US

   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

Education

• Northeastern University

  Bachelor of Science (B.S.), Marketing. Minor in Health Science

  2008 — 2013

Skills

• Microsoft Office
• Public Speaking
• Program Management
• Analysis
• Teaching
• Time Management
• Salesforce.com
• Windows Movie Maker
• Strategy
• Spanish
• Marketing
• Social Networking
• Social Media
• Competitive Analysis
• Social Media Marketing
• Powerpoint
• Research
• Facebook
• Customer Service