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# Candidate Evaluation Role Packet
Evaluate candidates for this MarketerHire role using the same rubric on every candidate.
Apply every HARD requirement strictly. If a HARD requirement fails, passes_all_hard must be false and hard_fail_reasons must explain why.
Populate weighted_scores for every rubric dimension below. The pipeline will compute the final score from these dimensions, so do not inflate weak evidence.
Score each dimension 0-100: 90+ exceptional concrete proof, 80 strong proof, 70 plausible proof, 50 weak/generic proof, 0 absent or contradictory.
Apply the rubric to this role, not to a generic marketer archetype. Do not reward irrelevant channel, tool, or industry evidence just because it is detailed.
Timezone, budget, rate, and engagement shape are soft preferences unless the classified requirements explicitly make them hard.
Use evidence from the candidate profile. Do not invent experience.
Every match reason and high dimension score must cite a short evidence snippet from the profile.
## Weighted Scoring Rubric
- hard_requirements_fit (25 pts): Hard requirements fit. Strictly rewards concrete evidence that the candidate satisfies the role's HARD requirements. If a hard requirement is missing or contradicted, this score must be low and passes_all_hard must be false.
- functional_expertise (20 pts): Functional expertise. Rewards depth and specificity in the core function requested by the role, such as SEO, paid media, lifecycle, content, brand, creative, analytics, or growth.
- industry_audience_relevance (12 pts): Industry and audience relevance. Rewards comparable company stage, industry, audience, business model, regulatory context, marketplace, B2B/B2C motion, or customer segment evidence when relevant to the brief.
- hands_on_execution (15 pts): Hands-on execution. Rewards candidates who personally build, ship, optimize, write, manage, analyze, or execute the work. Penalize profiles that only show delegation or high-level advisory work when the role needs an operator.
- strategy_and_judgment (10 pts): Strategy and judgment. Rewards diagnosis, prioritization, planning, creative judgment, testing judgment, or ability to translate business goals into a practical marketing plan.
- tool_platform_fit (8 pts): Tool and platform fit. Rewards evidence with tools, platforms, channels, analytics systems, ad platforms, CMSs, ESPs, CRMs, or workflows that the role explicitly or strongly implies.
- measurement_optimization (6 pts): Measurement and optimization. Rewards reporting, experimentation, KPI ownership, funnel diagnosis, performance iteration, attribution, and ability to improve results from evidence.
- availability_budget_fit (4 pts): Availability, budget, and engagement fit. Rewards fit to budget, timeline, geography/timezone, availability, engagement type, and communication expectations. These are soft unless the requirements make them hard.
## Role
Role key: growth-marketer
Role title: Growth Marketer
Role summary: A blended growth marketing role to build the full funnel, expand channels, improve conversion, and support go-to-market execution for Credit Elevator and US expansion.
Role source quotes: "The scope you're described ... is really pointing to a growth marketer." | "someone who can do both strategy and execution across channels. Build out the funnel and journeys" | "full funnel build, go to market for credit elevator conversion optimization"
## Role Brief
# MarketerHire Brief - Harmoney Growth Marketer
## Snapshot
- **Company:** Harmoney is a financial services company helping people build, improve, and fix credit while accessing small loans. The team is expanding from Puerto Rico into the U.S. mainland and building more structured marketing operations.
- **Need:** They have strong lead volume but want better conversion, a clearer funnel, and a more scalable go-to-market approach for Credit Elevator and U.S. growth.
- **Role:** A hands-on growth marketer who can combine strategy and execution across channels.
## What You'd Work On
- Build and improve the full funnel, including customer journeys and conversion paths.
- Support go-to-market execution for Credit Elevator in the U.S. market.
- Expand and structure digital channels in a more coordinated way.
- Help identify where the marketing system needs to be more efficient and scalable.
## Must-Have Fit
- Experience owning both strategy and execution for growth marketing, not just high-level planning.
- Comfort working across multiple channels and turning lead volume into better conversion.
- Ability to operate in a fast-moving environment where the marketing structure is still being built.
- Helpful background in financial services or other regulated / performance-driven environments.
## Helpful Context
- **Tools/channels:** Meta, Google SEO/SEM, programmatic, geofence, radio, Telemundo, WhatsApp, email, SMS.
- **Team/collaboration:** Yahairie Tapia, CEO and president, is the direct point of contact for now.
- **Success signals:** Improved conversion rate, lower cost per lead/cost per acquisition, and a shorter conversion cycle.
- **Nice-to-haves:** Experience helping teams evolve from ad hoc marketing into a more structured in-house operation.
## Classified Requirements
[
{
"id": "req_1",
"category": "Industry",
"tier": "HARD",
"label": "Financial services / regulated lending",
"value": "Financial services experience, especially in non-traditional credit or subprime lending, is required.",
"source": "Transcript: \"we are in series A to B... financial company... non traditional financial products... subprime market\""
},
{
"id": "req_2",
"category": "Audience",
"tier": "HARD",
"label": "US mainland expansion audience",
"value": "Experience marketing for U.S. mainland expansion is required; the company is expanding from Puerto Rico into the mainland U.S., starting with Florida.",
"source": "Transcript: \"expand in USA... starting in Puerto Rico... I want to expand in whole states right now since or from Miami, Florida\""
},
{
"id": "req_3",
"category": "Skill",
"tier": "HARD",
"label": "Full-funnel growth execution",
"value": "Must be able to build and improve the full funnel, including customer journeys and conversion paths.",
"source": "Role brief: \"Build and improve the full funnel, including customer journeys and conversion paths.\""
},
{
"id": "req_4",
"category": "Skill",
"tier": "HARD",
"label": "Conversion optimization",
"value": "Must be able to improve lead-to-sale conversion, including increasing conversion rate and reducing cost per lead/cost per acquisition.",
"source": "Transcript: \"We get a lot of leads but the conversion is poor\" and \"We have to increase the conversion rate... decrease the cost per lead, the cost per acquisition\""
},
{
"id": "req_5",
"category": "Channel",
"tier": "HARD",
"label": "Multi-channel digital growth",
"value": "Must be comfortable expanding and structuring multiple digital channels, not just a single paid channel.",
"source": "Transcript: \"create a whole AI marketing platform... open access to new digital marketing channels in various structured way\""
},
{
"id": "req_6",
"category": "Skill",
"tier": "HARD",
"label": "Strategy plus execution",
"value": "Must be hands-on and capable of both strategy and execution, not just high-level planning.",
"source": "Transcript: \"someone who can do both strategy and execution across channels\" and agent: \"It's a better fit than a CMO for right now because you need someone who's actually doing the work\""
},
{
"id": "req_7",
"category": "Skill",
"tier": "HARD",
"label": "Go-to-market launch work",
"value": "Must be able to support go-to-market planning and launch execution for Credit Elevator in the U.S. market.",
"source": "Transcript: \"create the correct launch very structured with the whole planification and the go to market planification for this product\""
},
{
"id": "req_8",
"category": "Skill",
"tier": "HARD",
"label": "Team-building / marketing structure",
"value": "Must be able to help build marketing structure and eventually a team as the company moves toward a more in-house model.",
"source": "Transcript: \"we need to create a team\" and \"create a whole AI marketing structure, platform structure for the company\""
},
{
"id": "req_9",
"category": "Tool",
"tier": "HARD",
"label": "CRM / marketing automation setup",
"value": "Must be able to help establish or work within a CRM/lead management system, since none is currently in use and the company wants one.",
"source": "Transcript: \"We don't use in this, but we want it\" (in response to CRM question)"
},
{
"id": "req_10",
"category": "Seniority",
"tier": "IMPORTANT",
"label": "Senior hands-on marketer",
"value": "A growth marketer level is preferred over a CMO-level profile because the company needs someone who can do the work directly.",
"source": "Transcript: agent said \"This scope is really pointing to a growth marketer\" and \"It's a better fit than a CMO for right now\""
},
{
"id": "req_11",
"category": "Channel",
"tier": "IMPORTANT",
"label": "Meta and paid digital experience",
"value": "Experience with Meta paid channels is important, since the company currently uses Facebook, Instagram, and WhatsApp.",
"source": "Transcript: \"Right now we use just meta which is included Facebook, Instagram, WhatsApp\""
},
{
"id": "req_12",
"category": "Channel",
"tier": "IMPORTANT",
"label": "Google SEO/SEM and performance channels",
"value": "Experience with Google SEO/SEM, programmatic, and geofence is important because those are already in use and need to be strengthened.",
"source": "Transcript: \"we use also programmatic and geofence\" and \"Right now we use Google... SEO... SEM\""
},
{
"id": "req_13",
"category": "Channel",
"tier": "IMPORTANT",
"label": "Traditional media coordination",
"value": "Ability to coordinate digital growth with traditional media is important because radio and Telemundo are part of the current mix.",
"source": "Transcript: \"we use also massive channel... radio show in Puerto Rico... and also Telemundo network in USA\""
},
{
"id": "req_14",
"category": "Industry",
"tier": "IMPORTANT",
"label": "Experience in performance-driven or regulated environments",
"value": "Background in regulated or performance-driven environments is helpful because the business operates in a subprime financial context.",
"source": "Role brief: \"Helpful background in financial services or other regulated / performance-driven environments.\""
},
{
"id": "req_15",
"category": "Skill",
"tier": "IMPORTANT",
"label": "Efficiency and ROI improvement",
"value": "Should be able to improve marketing efficiency and return on investment while reducing cost.",
"source": "Transcript: \"more efficiency, less cost\" and \"reduce the cost, increase the benefits or increase the return of investment\""
},
{
"id": "req_16",
"category": "Tool",
"tier": "PREFERRED",
"label": "Email and SMS nurture",
"value": "Experience building email and SMS nurture is helpful, since the company said it does not use these consistently yet and needs to use more digital channels.",
"source": "Transcript: \"We don't use constantly email, SMS or WhatsApp massive yet we need to use more digital marketing channel\""
},
{
"id": "req_17",
"category": "Tool",
"tier": "PREFERRED",
"label": "Marketing analytics / measurement",
"value": "Experience with analytics and metric-driven optimization is helpful.",
"source": "Transcript: \"We have a metric already with trends\" and the goal to track conversion rate, CPL, CAC, and conversion time"
},
{
"id": "req_18",
"category": "Other",
"tier": "PREFERRED",
"label": "Ability to operate in a fast-moving buildout phase",
"value": "Helpful if the marketer is comfortable working while the organization is still building its marketing function and structure.",
"source": "Role brief: \"Ability to operate in a fast-moving environment where the marketing structure is still being built.\""
}
]