JSON preview · candidate-evaluations.json
{
"schema_version": "CandidateEvaluationBatchV1",
"generated_at": "2026-07-09T16:15:05.937Z",
"role_key": "paid-social-media-marketer",
"scoring_rubric_file": "candidate-scoring-rubric.json",
"screening": {
"selected_count": 50,
"llm_evaluated_count": 45,
"deterministic_screen_count": 5,
"llm_error_count": 0,
"qualified_count": 3,
"hard_screen_file": "candidate-hard-screens.json",
"evaluation_errors_file": "candidate-evaluation-errors.json"
},
"evaluations": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"passes_all_hard": false,
"score": 59,
"summary": "Roxane Chabassier is a genuinely strong paid social practitioner with impressive scale credentials — managing nearly $1M/month in paid media at Larroudé across Meta, TikTok, and Google, maintaining 5x ROAS. Her tool profile includes Meta, TikTok, Google Analytics, Sprout Social, and AdEspresso, and her skills list covers campaign architecture, audience segmentation, A/B testing, creative strategy, and performance reporting. She has agency and multi-client exposure. However, critical gaps prevent a hard-requirement pass: (1) Google Ads hands-on campaign execution is not explicitly confirmed — her tools list shows Google Analytics but not Google Ads as a distinct ad platform, and her profile narratives do not explicitly cite Google Ads campaign management; (2) TikTok Ads as a dedicated paid ad platform (vs. TikTok presence/GMV ads) is referenced but the depth is ambiguous for agency multi-client management; (3) there is zero explicit mention of agency environment work or managing 20+ campaigns per month across multiple client accounts simultaneously — most of her roles appear to be brand-side or single-client engagements; (4) her $60/hr rate translates to ~$4,800–$9,600/month depending on hours (15–20 hrs/week = $3,600–$4,800/month), which sits at or slightly below the $5K/month budget at 20 hrs/week, creating a marginal budget risk. The lack of confirmed multi-client agency background and unambiguous Google Ads execution evidence are the primary disqualifying gaps for this role.",
"synthesis_quote": "Roxane supported Larroudé's rapid growth by managing nearly $1M/month in paid media across Meta, TikTok, and Google. She strengthened creative testing, improved budget efficiency, and partnered with the CEO and in-house studio to scale high-performing ads while maintaining the brand's 5x ROAS.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Meta Ads confirmed; TikTok Ads referenced (GMV ads, LolaVie); 'Google' mentioned at Larroudé but Google Ads Manager execution not explicitly confirmed; no agency multi-client campaign management (20+ campaigns/month) evidence; no explicit mention of agency environment",
"rationale": "Meta and TikTok paid experience is reasonably evidenced, but Google Ads as a distinct hands-on platform is ambiguous. The multi-client agency requirement (req_005, req_009) is unmet — all engagements appear single-client brand-side. These are HARD requirements and their absence significantly depresses this score."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Managing nearly $1M/month in paid media across Meta, TikTok, and Google; 5x ROAS sustained; skills include campaign structure & budgeting, campaign optimization & attribution, creative strategy, scaling ad spend, pixel setup, retargeting, A/B testing",
"rationale": "Strong functional depth in paid social and paid media broadly. Creative strategy, audience segmentation, and performance optimization are all well-evidenced. Loses points for the Google Ads ambiguity and lack of explicit TikTok Ads Manager depth in agency context."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Marketing Agencies, Ecommerce, Apparel, Fashion, Consumer Packaged Goods; sub-industries include Celebrity Brands (LolaVie), Fashion (Larroudé); B2C consumer-facing brand experience is strong",
"rationale": "Good consumer-brand fit — Larroudé and LolaVie are consumer-facing brands that align with Modern PR's client base. Marketing Agencies is listed as an industry but no explicit agency-side (working for an agency) client management is confirmed in the work history. Partial credit for consumer brand relevance."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "Managed paid media for EasyDerm 'restructuring targeting, creative, and tracking'; at Larroudé 'managing nearly $1M/month in paid media across Meta, TikTok, and Google'; UGC management, pixel setup, new account set up all listed as executed skills",
"rationale": "Clear evidence of hands-on execution — personally building, optimizing, and managing campaigns at scale. HIPAA-compliance restructuring at EasyDerm and solo brand-level paid media management at Larroudé are strong operator signals. Penalized slightly for no agency multi-client simultaneous execution evidence."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Creative strategy/direction, campaign structure & budgeting, disciplined testing framework at Larroudé; refined audience strategy and cross-channel demand capture at LolaVie; HIPAA-compliant account restructuring at EasyDerm showing diagnostic judgment",
"rationale": "Solid strategic signals — audience refinement, creative testing discipline, cross-channel demand capture, and compliance-aware restructuring all demonstrate strategic judgment. Not enough explicit evidence of agency-level multi-client prioritization or planning."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Sprout Social, AdEspresso, Google Analytics, A/B testing tools; Sprout Social explicitly listed in tools; Google Ads platform not explicitly listed (Google Analytics is different); no mention of TikTok Ads Manager as a distinct tool",
"rationale": "Sprout Social is confirmed — a meaningful match. Meta Ads (Facebook/Instagram) and TikTok are listed. However, Google Ads Manager is not explicitly in her tools list (Google Analytics is present, not Google Ads). PA11Y and Propellant are absent, though those are preferred. Missing Google Ads Manager is a notable gap."
},
"measurement_optimization": {
"score": 76,
"weight": 6,
"evidence": "Skills: analytics and reporting, campaign optimization & attribution, A/B testing, email marketing analytics; sustained 5x ROAS at Larroudé through 'disciplined testing'; Sprout Social listed for measurement/reporting",
"rationale": "Strong measurement orientation — attribution, A/B testing, ROAS tracking, and Sprout Social reporting are all evidenced. No explicit mention of monthly client performance reporting deliverables or multi-client reporting cadence, which the role specifically requires."
},
"availability_budget_fit": {
"score": 65,
"weight": 4,
"evidence": "Preferred hourly rate $60/hr; has_availability: true; located in Los Angeles (US timezone); 15–20 hrs/week at $60/hr = $3,600–$4,800/month, slightly below $5K/month ceiling but tight at upper end",
"rationale": "Available and US-based (LA timezone). Rate at 20 hrs/week ($4,800) comes in just under the $5K/month budget, which works but leaves little room. Active engagements at multiple companies simultaneously (Larroudé, LolaVie, EasyDerm, UFactory, etc.) raise a bandwidth concern for a 15–20 hr/week commitment to a new client."
}
},
"final_score_rationale": "Roxane's raw paid media capability is strong — $1M/month in media spend managed at 5x ROAS, Meta/TikTok/Google exposure, Sprout Social in her stack, and genuine creative + measurement skills. However, two HARD requirement failures drive the overall score down materially: (1) Google Ads hands-on execution is not explicitly confirmed — her tools list shows Google Analytics, not Google Ads Manager, and narratives say \"Google\" without specifying Google Ads campaign management; (2) multi-client agency environment experience is absent — all visible engagements are single-client brand-side roles, not the simultaneous 20+ campaign management across multiple client accounts an agency demands. A third concern is bandwidth: she currently holds 6+ simultaneous active engagements, raising questions about capacity for another 15–20 hr/week commitment. These gaps, especially the agency multi-client execution requirement (req_005, req_009) and Google Ads ambiguity (req_002), are HARD fails that prevent a strong recommendation despite her evident paid media talent.",
"evidence_snippets": [
"Managing nearly $1M/month in paid media across Meta, TikTok, and Google... maintaining the brand's 5x ROAS (Larroudé)",
"Managed paid media for EasyDerm... restructuring targeting, creative, and tracking to keep regulated medical accounts approved and scaling without policy violations",
"Roxane led paid social, paid search, influencer marketing, and TikTok GMV ads for LolaVie... refined audience strategy, strengthened creator partnerships, and optimized cross-channel demand capture",
"Tools listed: Facebook, Instagram, TikTok, Sprout Social, AdEspresso, Google Analytics — Google Ads Manager not explicitly listed",
"Skills: campaign structure & budgeting, campaign optimization & attribution, scaling ad spend, pixel setup, retargeting, A/B testing, creative strategy/direction",
"Preferred hourly pay rate: $60/hr; has_availability: true; located in Los Angeles, California, US",
"Roxane supported Larroudé's rapid growth by managing nearly $1M/month in paid media across Meta, TikTok, and Google. She strengthened creative testing, improved budget efficiency, and partnered with the CEO and in-house studio to scale high-performing ads while maintaining the brand's 5x ROAS.",
"Meta Ads confirmed; TikTok Ads referenced (GMV ads, LolaVie); 'Google' mentioned at Larroudé but Google Ads Manager execution not explicitly confirmed; no agency multi-client campaign management (20+ campaigns/month) evidence; no explicit mention of agency environment"
],
"three_rs": {
"relevant": "Roxane has deep paid social execution experience at significant scale ($1M/month, 5x ROAS at Larroudé), confirmed Meta and TikTok paid media work, Sprout Social in her stack, strong creative strategy and audience segmentation skills, and consumer brand industry alignment.",
"risks": "Google Ads Manager is not explicitly confirmed as a hands-on platform (only Google Analytics appears in tools); no agency multi-client environment evidence — all roles appear brand-side single-client; currently juggling 6+ simultaneous engagements raising bandwidth concerns; no explicit 20+ campaigns/month multi-client management evidence.",
"recommendation": "Do not advance without clarification on: (1) explicit Google Ads campaign management experience with examples, (2) any prior agency-side or simultaneous multi-client campaign management experience, and (3) bandwidth given current portfolio of active engagements. If she can confirm these, she becomes a competitive candidate."
},
"match_reasons": [
{
"reason": "Paid media at major scale: managed ~$1M/month across Meta, TikTok, and Google at Larroudé while sustaining 5x ROAS — demonstrates the spend management and optimization rigor this role demands ($30K–$40K/month).",
"evidence": "Scaling $1M/month in paid media with disciplined testing, driving efficient growth while sustaining 5x ROAS."
},
{
"reason": "Sprout Social confirmed in tools stack — directly matches the agency's reporting tool requirement.",
"evidence": "Sprout Social listed in candidate tools."
},
{
"reason": "Consumer-facing brand experience across Fashion, Celebrity Brands, Healthcare, and Ecommerce aligns with Modern PR's boutique agency client profile.",
"evidence": "Sub-industries: Celebrity Brands (LolaVie), Fashion (Larroudé), Healthcare/Dermatology (EasyDerm)."
},
{
"reason": "Hands-on creative strategy, audience segmentation, and campaign architecture skills are all explicitly listed and evidenced in narratives.",
"evidence": "Skills: creative strategy/direction, campaign structure & budgeting, campaign optimization & attribution, audience segmentation."
}
],
"hard_fail_reasons": [
"req_002 (Google Ads — HARD): Google Ads Manager is not explicitly listed in her tools (Google Analytics is present, which is a measurement tool, not an ad buying platform). Work narratives reference 'Google' but do not confirm hands-on Google Ads campaign management. This HARD requirement cannot be confirmed from profile evidence.",
"req_005 (Multi-Client Campaign Management — HARD): No evidence of simultaneously managing 20+ campaigns per month across multiple client accounts. All visible roles appear to be single-client brand-side engagements, not agency-style multi-client campaign management.",
"req_009 (Agency Environment — HARD): While 'Marketing Agencies' is listed as an industry classification, no work history entry confirms she has operated within a digital marketing agency managing multiple client accounts. All work history entries appear to be direct brand engagements."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "paul_at_farfalla_io",
"email": "paul@farfalla.io",
"name": "Paul Didwall",
"passes_all_hard": false,
"score": 53,
"summary": "Paul Didwall is a credentialed paid media operator with solid experience across Meta, Google Ads, LinkedIn, and YouTube, as well as agency environments. He demonstrates hands-on execution, creative testing discipline, and multi-account management. However, he fails two critical hard requirements for this role: there is no evidence of TikTok Ads experience (req_003), and his profile skews heavily B2B/ABM — with little to no evidence of consumer-facing brand paid social work that this agency's clients demand. Additionally, his listed tools (Canva, Shopify, Google Analytics) do not include Meta Ads Manager, TikTok Ads, or Sprout Social, and the profile contains no mention of TikTok anywhere. His rate of $80/hr projects to ~$1,280–$1,600/week, which exceeds the $5,000/month retainer budget for 15–20 hrs/week of work, posing a budget misalignment risk. These gaps materially limit his fit for this role.",
"synthesis_quote": "Introduced creative testing structure to drive a 23% reduction in CPL among winning creatives | Completed audit + restructure of LinkedIn account, simplifying campaign volume + adding efficiency | Developed Google Demand Gen testing strategy across eight accounts to evaluate creative performance and scale top assets",
"weighted_scores": {
"hard_requirements_fit": {
"score": 35,
"weight": 25,
"evidence": "Meta and Google Ads evidence present (Lionbridge, Octane11, Common Thread Collective). Zero TikTok Ads evidence anywhere in profile. B2B/ABM focus dominates; no consumer-facing brand campaign evidence for agency clients.",
"rationale": "Two hard requirements are clearly unmet: TikTok Ads (req_003) is entirely absent, and consumer-facing multi-client agency campaign management at the volume described (req_005, req_009) is not demonstrated. Meta is implied but not explicitly stated as a core tool. Score reflects partial satisfaction of hard reqs with two definitive gaps."
},
"functional_expertise": {
"score": 68,
"weight": 20,
"evidence": "Skills include campaign structure & budgeting, A/B testing, creative strategy/direction, retargeting, pixel setup, scaling ad spend. Roles include Paid Social Media Marketer at multiple clients simultaneously.",
"rationale": "Strong paid media functional depth across Google, LinkedIn, and Meta — but expertise is concentrated in B2B/ABM contexts. No TikTok expertise. Consumer-facing paid social depth (the core of this agency's work) is absent or undemonstrated."
},
"industry_audience_relevance": {
"score": 42,
"weight": 12,
"evidence": "Industries listed include Ecommerce, Marketing Agencies, Consumer Packaged Goods, Alcohol, Healthcare — but actual work history shows B2B SaaS (Octane11, SkanAI, First Delivery, Lionbridge) and DTC YouTube (Common Thread Collective).",
"rationale": "Industry tags include consumer-facing categories, but actual engagement descriptions are almost exclusively B2B. Modern PR serves consumer-facing brands. The gap between listed industries and demonstrated work is significant."
},
"hands_on_execution": {
"score": 72,
"weight": 15,
"evidence": "Launched LinkedIn MDF campaign; completed account audits; designed creative testing strategies; implemented ABM audience approaches; managed $25k/month ad spend at Lionbridge; developed Demand Gen testing across eight accounts.",
"rationale": "Clear operator-level execution across multiple concurrent roles. Personally builds, audits, and optimizes campaigns. The execution evidence is strong but almost entirely in B2B/LinkedIn/Google — not the Meta/TikTok consumer context this role requires."
},
"strategy_and_judgment": {
"score": 68,
"weight": 10,
"evidence": "Planned budget allocations per channel based on biweekly performance; designed consolidated LinkedIn campaign structure for budget optimization; introduced creative testing structure driving 23% CPL reduction.",
"rationale": "Demonstrates sound strategic judgment — prioritization, creative testing frameworks, campaign architecture. These skills transfer well, but all examples are B2B-oriented. No evidence of consumer audience strategy or multi-client paid social strategy at the agency level described."
},
"tool_platform_fit": {
"score": 32,
"weight": 8,
"evidence": "Tools listed: Canva, Ecommerce tools, Excel/Sheets, Google Analytics. Work history mentions Looker Studio, Supermetrics. No Meta Ads Manager, TikTok Ads Manager, or Sprout Social listed.",
"rationale": "Critical tools for this role (Meta Ads Manager, TikTok Ads Manager, Sprout Social) are absent from the profile. Google Analytics is listed, but the role-specific stack is largely unmatched. PA11Y not mentioned."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "Leveraged internal attribution tool to run incrementality tests; planned budget allocations per channel based on biweekly performance; 23% reduction in CPL among winning creatives; 17% MoM CPL improvement via creative testing.",
"rationale": "Solid measurement and optimization track record with concrete outcome metrics. Incrementality testing and attribution work are strong signals. However, no mention of monthly client reporting deliverables or Sprout Social reporting as required by this role."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "Preferred rate: $80/hr. Role is 15–20 hrs/week retainer at $5,000/month. At $80/hr × 20 hrs × 4 weeks = $6,400/month — exceeding the $5,000/month budget by ~28%.",
"rationale": "Has availability (has_availability: true) and is US-based (South Carolina). However, at $80/hr the cost would exceed the $5,000/month retainer for the stated 15–20 hrs/week workload. This is a meaningful budget misalignment unless rate is negotiable."
}
},
"final_score_rationale": "Paul's composite score is significantly dragged down by two hard requirement failures: (1) complete absence of TikTok Ads experience — the channel is never mentioned anywhere in his profile — and (2) his work history is overwhelmingly B2B/ABM-focused while this agency serves consumer-facing brands. These two gaps alone make him unsuitable as a primary hire for this role. His functional expertise in Google and LinkedIn paid media is real and well-evidenced, and his execution track record across concurrent accounts is credible. But the TikTok gap alone is disqualifying per req_003, and the tool stack mismatch (no Sprout Social, no explicit Meta Ads Manager) compounds the concern. The budget misalignment at $80/hr is an additional soft flag. He would be a strong candidate for a B2B paid media or LinkedIn-focused role, but not this consumer-agency paid social position.",
"evidence_snippets": [
"Introduced creative testing structure to drive a 23% reduction in CPL among winning creatives (Basic Capital)",
"Developed Google Demand Gen testing strategy across eight accounts to evaluate creative performance and scale top assets (Common Thread Collective)",
"Completed audit + restructure of LinkedIn account, simplifying campaign volume + adding efficiency (Lionbridge)",
"Planned budget allocations per channel based on biweekly performance (Octane11)",
"Tools listed: Canva, Ecommerce tools (Shopify, Magento, etc), Excel/Sheets, Google Analytics — no Meta Ads Manager, TikTok Ads, or Sprout Social",
"Preferred hourly pay rate: $80/hr vs. role budget of $5,000/month retainer (~15–20 hrs/week)",
"Introduced creative testing structure to drive a 23% reduction in CPL among winning creatives | Completed audit + restructure of LinkedIn account, simplifying campaign volume + adding efficiency | Developed Google Demand Gen testing strategy across eight accounts to evaluate creative performance and scale top assets",
"Meta and Google Ads evidence present (Lionbridge, Octane11, Common Thread Collective). Zero TikTok Ads evidence anywhere in profile. B2B/ABM focus dominates; no consumer-facing brand campaign evidence for agency clients."
],
"three_rs": {
"risks": [
"No TikTok Ads experience anywhere in profile — this is a hard requirement and a complete gap",
"Work history is almost entirely B2B/ABM; Modern PR serves consumer-facing brands requiring different audience and creative sensibilities",
"Rate of $80/hr exceeds the $5,000/month retainer budget for the stated 15–20 hrs/week engagement",
"No Sprout Social or Meta Ads Manager listed in tools — key stack elements for this role are unconfirmed"
],
"reservations": [
"Consumer paid social expertise (Meta/TikTok) is not evidenced even in the industry tags that suggest consumer exposure",
"No bio recorded — makes it harder to assess AI/generative search awareness (req_010) or strategic positioning",
"Multiple concurrent roles may limit dedicated availability for a $5k/month retainer engagement"
],
"recommendations": [
"Do not advance for this role due to hard failure on TikTok Ads and insufficient consumer-facing brand evidence",
"Consider for a B2B paid media or LinkedIn-focused role where his ABM, creative testing, and Google expertise would be directly applicable",
"If reconsidered, require explicit TikTok Ads portfolio evidence and consumer-brand campaign examples before proceeding"
]
},
"match_reasons": [
{
"reason": "Paid Social Media Marketer role classification matches the position title exactly",
"evidence": "Classified as 'Paid Social Media Marketer' in Neon with skills including campaign structure & budgeting, A/B testing, creative strategy/direction, scaling ad spend"
},
{
"reason": "Multi-account concurrent management demonstrated",
"evidence": "Kevin Charette engagement: 'Will work up to 4 accounts'; simultaneously active across TMD, Basic Capital, Octane11, Lionbridge, First Delivery, SkanAI, Common Thread Collective"
},
{
"reason": "Google Ads hands-on execution confirmed",
"evidence": "Lionbridge: 'Google & Microsoft Ads – campaign set-up and ongoing optimization'; Common Thread Collective: 'Developed Google Demand Gen testing strategy across eight accounts'"
},
{
"reason": "Creative testing and optimization depth",
"evidence": "Basic Capital: '23% reduction in CPL among winning creatives'; SkanAI: '17% MoM CPL improvement through creative testing + campaign architecture refinement'"
},
{
"reason": "Agency environment experience",
"evidence": "Common Thread Collective is a $400M ad-spend agency; Kevin Charette engagement explicitly covers multi-client agency execution"
}
],
"hard_fail_reasons": [
"req_003 FAIL — TikTok Ads: No mention of TikTok Ads anywhere in the candidate profile, work history, skills, or tools. This is a HARD requirement and the gap is complete.",
"req_009 PARTIAL FAIL — Agency Environment / Consumer-Facing: While Paul has agency experience, all documented work is B2B/ABM-focused. Modern PR is a consumer-facing brand agency; no consumer paid social campaigns are evidenced.",
"req_008 BUDGET RISK — Rate $80/hr vs. $5,000/month retainer: At 15–20 hrs/week, Paul's rate translates to ~$5,120–$6,400/month, exceeding the agreed $5,000/month retainer ceiling."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"passes_all_hard": true,
"score": 74,
"summary": "David Lorango is a multi-channel paid media operator with hands-on experience across Meta, Google Ads, and TikTok Ads — satisfying all three HARD channel requirements. His work at Glas Water explicitly covers all three platforms with large budgets, and Foreign Waters confirms Meta and Google Ads execution. He lists agency management as a skill and has worked across multiple simultaneous client/brand engagements. He shows strong DTC/consumer brand relevance across CPG, beverage, beauty, and ecommerce verticals. His rate at $75/hr implies roughly $5,400–$6,000/month at 15–20 hrs/week, sitting slightly above the $5,000/month hard budget, which is a soft risk. Weaknesses include no explicit mention of TikTok Ads in a multi-client agency context (most experience is brand-side), no mention of Sprout Social, PA11Y, or Propellant, limited evidence of formal monthly performance reporting deliverables for multiple clients, and no bio to anchor seniority claims. The profile is strong on execution breadth but thin on agency-side multi-client management proof and reporting rigor.",
"synthesis_quote": "Execute on all paid media campaigns for Meta, Google and TikTok with large budgets... Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives... Within three months scaled the business to over 7 figures with a small budget",
"weighted_scores": {
"hard_requirements_fit": {
"score": 72,
"weight": 25,
"evidence": "Glas Water: 'Execute on all paid media campaigns for Meta, Google and TikTok with large budgets.' Foreign Waters: 'Managed and optimized Meta advertising campaigns... Launched and managed Google Ads campaigns.' Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads.' Agency management listed as skill.",
"rationale": "All three HARD channel requirements (Meta, Google, TikTok) are evidenced with hands-on execution language. Multi-client campaign management is partially supported by running multiple concurrent brand engagements and 'agency management' skill tag. However, most work appears brand-side (Head of Marketing, Fractional CMO) rather than inside a digital agency managing 20+ campaigns across a portfolio of external clients simultaneously. Performance reporting for two clients monthly is not explicitly documented. Senior/autonomous execution is plausible but no bio anchors it. Budget at $75/hr may exceed $5K/month retainer at 15–20 hrs/week, creating a soft risk on req_008."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Glas Water: 'Created and managed creative testing frameworks across static, video, UGC, and partnership-based content.' Foreign Waters: 'Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max.' Scandinavian Biolabs: 'spend about EUR 800k per month on google and Meta ads.'",
"rationale": "Strong breadth across paid social and paid search channels with concrete campaign types named (Search, Shopping, PMax, TikTok acquisition, Meta DR). Creative strategy and audience targeting referenced explicitly. Scale evidence is strong (EUR 800k/mo, 7-figure DTC in 3 months). Depth on audience segmentation and campaign architecture is plausible but not deeply documented — no explicit mention of lookalike structures, custom audiences, or campaign taxonomy. Functional expertise is real but not exhaustively proven at the senior specialist level the role demands."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Work history spans CPG beverage (Everyday Beverage, Foreign Waters), DTC ecommerce (Scandinavian Biolabs, NOON.WORLD), consumer brands (Glas Water, Get W). Sub-industries listed include Beauty, Skincare, Supplements, Food, Beverage, DTC, Consumer Packaged Goods.",
"rationale": "Excellent consumer-facing brand coverage across DTC, CPG, beverage, and beauty — highly relevant to Modern PR's boutique agency serving consumer brands. B2C motion is consistent throughout. Agency-side experience (managing external client accounts) is implied by 'agency management' skill and multiple simultaneous brand engagements but not explicitly documented as working inside an agency on behalf of external clients."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "Glas Water: 'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram.' Foreign Waters: 'Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling.' Everyday Beverage: 'Build/restructure accounts, run daily bid & audience optimisation.'",
"rationale": "Execution language is strong and consistent — 'built,' 'launched,' 'managed,' 'optimized,' 'daily bid & audience optimisation.' Creative testing frameworks, UGC ad production, and performance tracking are referenced. The Fractional CMO and Head of Marketing titles suggest some leadership/oversight layer, but execution language throughout profiles is hands-on. Score is solid but not exceptional given the seniority titles that could imply delegation."
},
"strategy_and_judgment": {
"score": 74,
"weight": 10,
"evidence": "Glas Water: 'Developed and executed the go-to-market strategy to position GLAS as a premium boxed water brand within luxury, hospitality, wellness, and lifestyle channels.' Get W: 'Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group.'",
"rationale": "GTM strategy development, channel prioritization, and creative testing frameworks demonstrate strategic thinking. The 400% lift with geotargeted campaigns and 22% Walmart lift show outcome-tied judgment. However, the brief requires translating strategy into a multi-client paid social plan with campaign architecture depth — this is plausible but not explicitly demonstrated in an agency/multi-client context."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, Canva, A/B testing tools, Email tools (Klaviyo), Shopify. No mention of Sprout Social, PA11Y, or Propellant in profile.",
"rationale": "Core ad platforms (Meta, Google, TikTok) are confirmed via work history and tool tags. GA, GTM, and Klaviyo are relevant for attribution and lifecycle. However, Sprout Social (measurement/reporting — IMPORTANT) and PA11Y (content scheduling — PREFERRED) are absent from the profile. Propellant is not mentioned. The tool stack is functional but misses key agency tools Jennifer's team actively uses."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "Glas Water: 'Created and managed creative testing frameworks across static, video, UGC, and partnership-based content.' Foreign Waters: 'Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting.' Get W: 'driving 400% lift compared to the control group... 22% lift in Walmart from the previous month.'",
"rationale": "KPI tracking, performance reporting, and creative testing are referenced with some outcome metrics. Foreign Waters mentions budget allocation and growth forecasting. Lift metrics are cited but attribution methodology is not described. No mention of monthly client reporting cadence, dashboard construction, or formal reporting deliverables for multiple clients simultaneously — a specific hard requirement of this role."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $75/hr. At 15–20 hrs/week, this implies $4,500–$6,000/month. Has availability listed as true. Location: Alexandria, Virginia (EST timezone — compatible with US-based client).",
"rationale": "Has availability. US timezone is compatible. However, $75/hr at the role's stated 15–20 hrs/week implies a monthly cost range of roughly $4,500–$6,000, straddling the $5,000/month hard budget. If managed at the lower end of hours (~16–17 hrs/week) it lands near $5,000, but there's budget exposure risk. This is a soft concern but worth flagging."
}
},
"final_score_rationale": "David Lorango scores ~76/100. His strongest contributions come from confirmed hands-on experience across all three HARD channel requirements (Meta, Google, TikTok), strong consumer/DTC industry relevance, and genuine execution depth with named campaign types and outcome metrics. The biggest score drivers are functional_expertise (strong multi-platform paid media breadth with scale evidence), hands_on_execution (consistent 'built/managed/optimized' language), and industry_audience_relevance (deep consumer CPG/DTC background). The main penalties are: (1) most experience is brand-side rather than inside a digital agency managing a portfolio of external client accounts simultaneously — the core agency/multi-client context is underproven; (2) no evidence of Sprout Social or other agency tools Jennifer's team uses; (3) no explicit monthly client reporting deliverables documented; (4) rate at $75/hr sits at or slightly above the $5K/month budget depending on hours worked; (5) no bio to anchor seniority claims. He passes all HARD requirements on the channel, skill, and seniority dimensions but with some gaps in the agency-side multi-client management proof that the role specifically demands.",
"evidence_snippets": [
"Execute on all paid media campaigns for Meta, Google and TikTok with large budgets. Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives.",
"Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling. Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max initiatives.",
"Within three months scaled the business to over 7 figures with a small budget (Glas Water).",
"Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group (Get W).",
"Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting (Foreign Waters).",
"Spend about EUR 800k per month on google and Meta ads... objective is to cross EUR 30m in revenue in 2026 (Scandinavian Biolabs).",
"Execute on all paid media campaigns for Meta, Google and TikTok with large budgets... Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives... Within three months scaled the business to over 7 figures with a small budget",
"Glas Water: 'Execute on all paid media campaigns for Meta, Google and TikTok with large budgets.' Foreign Waters: 'Managed and optimized Meta advertising campaigns... Launched and managed Google Ads campaigns.' Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads.' Agency management listed as skill."
],
"three_rs": {
"relevant": "Hands-on Meta, Google, and TikTok Ads execution across multiple consumer DTC brands; creative testing frameworks; strong consumer CPG/beverage/beauty industry alignment; B2C audience expertise; performance outcome metrics cited.",
"risks": "Most experience is brand-side (Head of Marketing, Fractional CMO) rather than inside a digital agency managing 20+ campaigns across multiple external client accounts simultaneously; no Sprout Social or PA11Y evidence; no formal monthly client reporting cadence documented; $75/hr rate may strain $5K/month budget at full hours.",
"red_flags": "No bio recorded — seniority and autonomy claims rest entirely on job titles and brief work descriptions. Multiple current simultaneous engagements (5+ active roles) may signal bandwidth constraints at the 15–20 hrs/week this role requires."
},
"match_reasons": [
{
"reason": "Confirmed hands-on Meta Ads execution",
"evidence": "Glas Water: 'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram.' Foreign Waters: 'including creative strategy, audience targeting, testing, and scaling.'"
},
{
"reason": "Confirmed hands-on Google Ads execution",
"evidence": "Foreign Waters & Glas Water: 'Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max initiatives.'"
},
{
"reason": "Confirmed hands-on TikTok Ads execution",
"evidence": "Glas Water: 'Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives.'"
},
{
"reason": "Strong consumer/DTC industry relevance",
"evidence": "Work history spans CPG beverage, DTC ecommerce, beauty, skincare — directly matching Modern PR's consumer-facing brand client base."
},
{
"reason": "High-scale paid media budget management",
"evidence": "Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads' — well above the role's $30K–$40K/month spend level, demonstrating ability to manage significant budgets."
},
{
"reason": "Agency management skill listed",
"evidence": "Profile skills include 'Agency management' — supporting autonomous operation in an agency environment context."
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "amberb215_at_gmail_com",
"email": "amberb215@gmail.com",
"name": "Amber Williams",
"passes_all_hard": false,
"score": 59,
"summary": "Amber Williams is a strong paid social practitioner with 10+ years of hands-on experience in Meta and has notable TikTok ad management (Vuori, $350K+ spend on Meta & TikTok), agency background (Wpromote, Huge Agency), and impressive performance results (5.5+ ROAS, 1607% revenue lift). However, she fails two critical HARD requirements: there is no evidence of Google Ads hands-on experience in her profile (despite \"Google Analytics\" being listed, no Google Ads/Search/PMax campaign management is cited), and no evidence of managing 20+ campaigns/month across multiple simultaneous client accounts in a structured agency reporting context. Her tool stack is also missing TikTok Ads Manager as a named platform and Google Ads as an explicit tool. Sprout Social is present, which is a plus. Her rate at $50/hr (~$8,000/month full-time) likely exceeds the $5K/month retainer budget for 15–20 hrs/week (~$3,000–$4,000/month), though this is a softer concern. The Google Ads gap is the most critical disqualifier for this role.",
"synthesis_quote": "Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months... Managed over $350k in Ad spend across Meta and TikTok.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Strong Meta evidence (Wpromote, Vuori $350K Meta+TikTok, Vici $250K+, Goodstuffjuices Facebook/Instagram). TikTok noted at Vuori. However, Google Ads is not listed as a tool and no Google Ads campaign management is explicitly cited — only 'Google Analytics' and 'GA ROAS' references. No evidence of managing 20+ simultaneous campaigns across multiple client accounts monthly.",
"rationale": "req_001 (Meta): PASSES — strong multi-account Meta evidence. req_002 (Google Ads): FAILS — 'GA ROAS' likely means Google Analytics-measured ROAS, not Google Ads management; Google Ads is absent from tool list. req_003 (TikTok Ads): PARTIAL — TikTok mentioned at Vuori, but TikTok Ads Manager not listed as a tool. req_004 (Senior/Peer): PASSES — 10+ years, led media buyer teams, autonomous execution. req_005 (20+ campaigns/month multi-client): UNCONFIRMED — Wpromote work across JohnnyWas/Krewe/Vuori suggests multi-client, but no explicit 20+ campaign/month cadence stated. req_009 (Agency): PASSES — Wpromote and Huge Agency experience confirmed. Two hard requirement failures (Google Ads, confirmed 20+ campaign volume) force a low score."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Scaled Goodstuffjuices from $2.4K to $15K/month ad spend, achieving 1607% revenue growth and 871% purchase increase. Led paid media at Frye Boots to 100% YoY GA4 revenue growth. Skills include campaign structure & budgeting, retargeting, pixel setup, A/B testing, scaling ad spend.",
"rationale": "Deep, quantified paid social expertise on Meta is clear and credible with strong ROAS and revenue outcomes. TikTok experience is present but less detailed. Google Ads functional expertise is absent from the profile. Creative strategy, audience segmentation, and performance optimization are all evidenced. Score capped due to Google Ads gap."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "Agency experience at Wpromote and Huge Agency serving consumer-facing brands (Vuori, JohnnyWas, Krewe Eyewear). Industry classifications include Marketing Agencies, Ecommerce. Subindustries span apparel, beauty, food, fitness — consumer-facing brands matching Modern PR's client base.",
"rationale": "Strong agency-side and consumer-brand experience directly aligned with Modern PR's boutique agency model and consumer-facing client portfolio. Multi-brand, multi-vertical experience is a genuine match."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Personally managed $250K+ budgets at Vici, $400K+ at Frye, $350K+ across Meta and TikTok at Vuori. Executed rapid-fire creative testing, pixel setup, audience segmentation, and daily optimization for Goodstuffjuices over multiple years.",
"rationale": "Profile is operator-heavy — she personally runs campaigns, builds ad structures, manages media buyers, and delivers results. Not a delegator. Strong hands-on signal across multiple engagements."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Drove Vici's highest revenue weekend by aligning cross-channel strategy with industry insights and competitive benchmarking. Launched sister brand Frye & Co. from $0 to $170K in 5 months. Implemented rapid-fire testing strategy at Goodstuffjuices.",
"rationale": "Demonstrates strategic judgment in budget forecasting, cross-channel alignment, brand launch sequencing, and test-and-learn methodology. Peer-level strategic thinking is evidenced, though mostly within Meta/ecommerce contexts."
},
"tool_platform_fit": {
"score": 52,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, Sprout Social, Google Analytics, Google Tag Manager, Canva, Hootsuite, Later, Photoshop, Excel/Sheets. Sprout Social confirmed. Google Ads and TikTok Ads Manager are absent from the tool list.",
"rationale": "Sprout Social match is a positive. Meta Ads Manager implied via Facebook/Instagram. Google Ads is explicitly absent — a critical platform for this role. TikTok Ads Manager not listed. PA11Y not mentioned. Significant tool gaps against the role's explicit requirements."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "Delivered reporting to stakeholders at Vici. Tracked CPC (-28%), CPA (-58%), ROAS (5.5+), revenue lift (1607%) at Goodstuffjuices. GA4 revenue tracking at Frye. Campaign optimization & attribution listed as a core skill.",
"rationale": "Strong evidence of KPI ownership, performance iteration, and reporting across client accounts. Quantified outcomes demonstrate meaningful optimization capability. Stakeholder reporting experience aligns with monthly client report requirement."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "Preferred hourly rate: $50/hr. At 15–20 hrs/week, this equates to roughly $3,000–$4,000/month — within the $5K retainer budget. However, Amber currently holds two active roles (Vici Collection and Frye Boots, both listed as present), raising real availability concerns.",
"rationale": "Rate math is workable at the low end of hours, but two concurrent active engagements listed as 'Present' significantly undercut availability confidence for an ASAP start requiring 15–20 hrs/week. Location (Dallas, TX) is US-based — no timezone issue."
}
},
"final_score_rationale": "Amber's weighted score is pulled down primarily by two hard requirement failures: (1) No evidence of Google Ads hands-on campaign management — Google Ads is absent from her tool list, and references to \"GA ROAS\" most likely indicate Google Analytics measurement rather than Google Ads execution. This is the most critical gap for a role requiring senior Google Ads ownership. (2) Multi-client 20+ campaign/month volume management is not explicitly confirmed — Wpromote suggests multi-client exposure, but no structured campaign cadence is evidenced. TikTok Ads Manager is also absent from her tool list, weakening req_003. These failures trigger passes_all_hard=false and suppress the hard_requirements_fit dimension score significantly. Offsetting strengths include exceptional Meta paid social depth with quantified results (1607% revenue growth, 5.5+ ROAS), genuine agency-side experience (Wpromote, Huge Agency), strong hands-on operator profile, and Sprout Social tool match. Without Google Ads evidence, she cannot be considered a full fit for this role despite her otherwise strong paid social pedigree.",
"evidence_snippets": [
"Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months. Led 2 media buyers, managing $250K+ budgets, forecasting spend, and delivering reporting to stakeholders.",
"Managed over $350k in Ad spend across Meta and TikTok. [Vuori Clothing, via Huge Agency]",
"Revenue from social media ads increased by an exceptional 1607.43%... purchases increased by an impressive 871.43%... CPA decreased by -58.82% [Goodstuffjuices]",
"Led performance marketing team to drive 100% YoY GA4 revenue growth for Frye's paid channels. Launched sister brand Frye & Co., achieving revenue growth from $0 to over $170K in revenue within five months.",
"Tools listed: Facebook, Instagram, Sprout Social, Google Analytics, Google Tag Manager — Google Ads and TikTok Ads Manager absent from tool list.",
"Paid Social Media for www.johnnywas.com while I was contracted at Wpromote. [Multi-client agency context confirmed]",
"Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months... Managed over $350k in Ad spend across Meta and TikTok.",
"Strong Meta evidence (Wpromote, Vuori $350K Meta+TikTok, Vici $250K+, Goodstuffjuices Facebook/Instagram). TikTok noted at Vuori. However, Google Ads is not listed as a tool and no Google Ads campaign management is explicitly cited — only 'Google Analytics' and 'GA ROAS' references. No evidence of managing 20+ simultaneous campaigns across multiple client accounts monthly."
],
"three_rs": {
"risks": [
"Google Ads experience is absent from both tool list and work history descriptions — this is a HARD requirement and the most critical gap.",
"TikTok Ads Manager not listed as a tool; TikTok experience at Vuori is mentioned but underdetailed.",
"Currently holds two active roles (Vici + Frye), raising real availability questions for an ASAP 15–20 hr/week engagement.",
"No explicit evidence of managing 20+ simultaneous campaigns/month across multiple clients in a structured cadence."
],
"rewards": [
"Exceptional Meta paid social depth with multi-year, multi-account, quantified performance outcomes (1607% revenue lift, 5.5+ ROAS, $250K–$400K+ spend managed).",
"Genuine agency experience at Wpromote and Huge Agency serving consumer-facing brands — directly relevant to Modern PR's environment.",
"Sprout Social listed as a tool — matches the agency's reporting stack.",
"Strong hands-on operator profile: personally executes campaigns, pixel setup, creative testing, audience segmentation, and stakeholder reporting."
],
"recommendations": [
"Screen specifically for Google Ads campaign management experience — ask for examples of Google Search, Performance Max, or Shopping campaign ownership.",
"Verify TikTok Ads Manager hands-on experience with specific campaign examples and spend levels.",
"Clarify current availability given two active engagements listed as 'Present' before advancing.",
"Confirm ability to manage 20+ simultaneous campaigns across multiple client accounts monthly."
]
},
"match_reasons": [
{
"reason": "Strong Meta paid social expertise with quantified results across multiple accounts and agencies",
"evidence": "Managed $250K–$400K+ in Meta ad spend; 5.5+ ROAS at Vici; 1607% revenue growth at Goodstuffjuices"
},
{
"reason": "Agency-side experience at Wpromote and Huge Agency serving consumer-facing brands",
"evidence": "Paid Social for JohnnyWas, Krewe Eyewear, Vuori Clothing while contracted at Wpromote and Huge Agency"
},
{
"reason": "Sprout Social tool match for reporting requirement",
"evidence": "Sprout Social listed in candidate tool stack"
},
{
"reason": "Hands-on operator with stakeholder reporting experience",
"evidence": "Delivering reporting to stakeholders at Vici; monthly performance metrics tracked across all engagements"
},
{
"reason": "Broad consumer-brand and ecommerce industry alignment",
"evidence": "Industries: Ecommerce, Marketing Agencies; subindustries span apparel, beauty, food, fitness — matching Modern PR's consumer-facing client base"
}
],
"hard_fail_reasons": [
"req_002 FAIL — Google Ads: No Google Ads campaign management is evidenced in work history or tool list. 'Google Analytics' and 'GA ROAS' references indicate measurement/attribution tools, not Google Ads platform ownership. Google Ads is a HARD requirement for this role.",
"req_003 PARTIAL FAIL — TikTok Ads: TikTok spend at Vuori is mentioned ($350K across Meta and TikTok), but TikTok Ads Manager is absent from the tool list and no standalone TikTok Ads campaign details are provided, making senior TikTok Ads ownership unverifiable from profile alone.",
"req_005 UNCONFIRMED — Multi-client 20+ campaign/month management: No explicit evidence of managing 20+ active campaigns per month across multiple simultaneous client accounts in a structured cadence. Agency context is present but the specific volume requirement is unverified."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "holly_at_hiattdigital_com",
"email": "holly@hiattdigital.com",
"name": "Holly Hiatt",
"passes_all_hard": false,
"score": 45,
"summary": "Holly Hiatt is a strong paid search practitioner with impressive budget management credentials ($2M–$3M/month at Smile Doctors, $350K/month at Sage Dental), but her profile reveals critical gaps against this role's hard requirements. Most notably, TikTok Ads experience is entirely absent from her profile. Her paid social history is thin — the only paid social role cited is a brief 4-month stint at Orchid (2023). Her primary expertise is paid search (Google Ads, Microsoft Ads), not paid social. Additionally, her recent roles at Smile Doctors and Sage Dental appear to be client-side or oversight/director-level positions managing agency partners rather than hands-on execution, which conflicts with the role's need for a peer-level executor who builds and runs campaigns directly. Meta Ads experience is mentioned at Sage Dental but as one of three platforms in a search-dominant engagement. Agency-side multi-client campaign management evidence is limited. These hard failures on TikTok Ads and the paid social depth requirement significantly reduce her fit for this role.",
"synthesis_quote": "Holly was responsible for planning, developing, and implementing comprehensive paid search strategies... She managed various advertising campaigns across platforms like Google Ads and Microsoft Ads — the profile consistently frames Holly as a paid search specialist, with paid social appearing only in a 4-month role and no TikTok Ads evidence whatsoever.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 28,
"weight": 25,
"evidence": "Meta Ads confirmed at Sage Dental; Google Ads strong throughout; TikTok Ads entirely absent from profile; paid social depth limited to 4-month Orchid engagement; director roles appear client-side/oversight rather than hands-on execution",
"rationale": "Two of the three required HARD channel requirements are at least partially met (Meta and Google), but TikTok Ads is completely missing — a hard fail. Multi-client agency execution is weakly evidenced; most recent senior roles are client-side director positions overseeing agencies, not executing campaigns directly. Hard fail on req_003 (TikTok) and partial fail on req_009 (agency autonomous execution)."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "Paid Search Marketer roles dominate the work history across Wpromote, Lawboss, Miller Advertising, Ministry of Supply; paid social expertise limited to one 4-month role at Orchid focused on 'targeted social media strategies'",
"rationale": "Holly's functional depth is in paid search, not paid social. The role requires senior paid social expertise across Meta, Google, and TikTok. While Google Ads qualifies as a shared channel, the absence of TikTok and minimal Meta social campaign depth significantly penalizes this dimension."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "Experience across Ecommerce (Ministry of Supply DTC), Marketing Agencies (Miller Advertising, Wpromote), Local Businesses (dental/orthodontic DSOs); consumer-facing brand exposure exists",
"rationale": "Holly has worked in agency environments (Wpromote, Miller Advertising Agency) and with consumer-facing brands (DTC apparel, dental chains), which is relevant to Modern PR's boutique agency context. However, her agency execution experience is relatively limited and her most prominent roles are single-client embedded engagements."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "Smile Doctors role: 'served as client-side lead overseeing agency partners'; Sage Dental: 'strategic input and campaign management' but budget scale and oversight framing suggest director-level; Wpromote: hands-on search execution confirmed for holiday ecommerce campaign",
"rationale": "The most recent and prominent roles (Smile Doctors, Sage Dental) describe oversight of agency partners, budget stewardship, and strategy review — not hands-on campaign building. The role demands a peer-level executor who personally builds, ships, and optimizes ads. Wpromote role shows some hands-on execution but only for paid search. Orchid role lacks detail."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "Sage Dental: 'detailed budgeting and goal-setting for each individual practice...tailored campaign strategies'; 33% CVR increase over 18 months; AOR transition management at Smile Doctors",
"rationale": "Holly demonstrates strategic judgment at the paid search level — multi-location budget allocation, CPA optimization, AOR transitions. This is meaningful but primarily in a search/oversight context, not paid social strategy across Meta/TikTok. Some credit for transferable strategic thinking."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Tools listed: Google Adwords, Google Analytics, Bing Adcenter, Doubleclick, SEMRush, Spyfu, Yahoo Gemini, Instapage, Unbounce — no Meta Ads Manager, no TikTok Ads platform, no Sprout Social, no PA11Y listed",
"rationale": "The tool stack is almost entirely search-focused. Meta Ads Manager, TikTok Ads, and Sprout Social (all required or important for this role) are absent from her listed tools. This is a significant gap given the role's core platform requirements."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "Smile Doctors: 'oversaw GTM, conversion tracking, attribution, & reporting across 200+ sites'; Sage Dental: '33% increase in CVR across advertising platforms over 18 months'; Lawboss: campaign auditing and optimization at $600K/month spend",
"rationale": "Holly shows solid measurement credentials — GTM, attribution, conversion tracking at scale, and iterative CPA optimization. This is a genuine strength, though it is primarily in paid search contexts. Reporting experience exists but monthly client reporting for a paid social agency is not directly demonstrated."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $70/hr; at 15-20 hrs/week that equates to ~$4,200–$5,600/month, which is at or slightly above the $5,000/month retainer budget; location: Roswell, GA (ET); has_availability: true",
"rationale": "Holly's rate is borderline — $70/hr × 17.5 hrs avg = ~$4,900/month, which fits within the $5,000/month budget but leaves very little room. Availability is confirmed active. US Eastern timezone is workable. Slight budget tension at the top of her hourly range."
}
},
"final_score_rationale": "Holly's composite score is significantly dragged down by three critical issues: (1) Complete absence of TikTok Ads experience — a hard requirement — which alone triggers a hard fail and collapses the hard_requirements_fit score; (2) Her functional expertise is overwhelmingly in paid search, not paid social, with only a 4-month Orchid role representing paid social work; (3) Her most prominent senior roles (Smile Doctors, Sage Dental) are framed as client-side director/oversight positions managing agency partners rather than hands-on campaign execution — directly contradicting the role's need for an autonomous, hands-on executor. The strong budget management credentials ($350K/month at Sage Dental, $2–3M/month at Smile Doctors) and measurement capabilities (GTM, attribution, CVR optimization) are genuine strengths but are largely irrelevant to this role's core requirements in paid social execution across Meta, Google, and TikTok. Her tool stack entirely lacks Meta Ads Manager, TikTok Ads, and Sprout Social. These gaps are not compensable by search expertise.",
"evidence_snippets": [
"Smile Doctors: 'I served as client-side lead overseeing agency partners, managing AOR transition, reviewing strategy and performance' — framed as oversight, not hands-on execution",
"No TikTok Ads experience anywhere in the profile — platform is completely absent from tools, skills, and work history",
"Tools listed: Google Adwords, Bing Adcenter, Doubleclick, SEMRush, Spyfu, Yahoo Gemini — no Meta Ads Manager, TikTok Ads, or Sprout Social",
"Orchid (paid social role): 4-month engagement, described only as 'targeted social media strategies' with no metrics or campaign specifics",
"Sage Dental: 'managing campaigns across Google Ads, Microsoft Ads, and Meta platforms' with 33% CVR increase — Meta mentioned but search-dominated engagement",
"Wpromote: 'hired as a Paid Search Marketer to help manage a high-spending ecommerce account during the holidays... Google Ads and Microsoft Ads' — paid search, not paid social",
"Holly was responsible for planning, developing, and implementing comprehensive paid search strategies... She managed various advertising campaigns across platforms like Google Ads and Microsoft Ads — the profile consistently frames Holly as a paid search specialist, with paid social appearing only in a 4-month role and no TikTok Ads evidence whatsoever.",
"Meta Ads confirmed at Sage Dental; Google Ads strong throughout; TikTok Ads entirely absent from profile; paid social depth limited to 4-month Orchid engagement; director roles appear client-side/oversight rather than hands-on execution"
],
"three_rs": {
"relevant": "Strong paid search execution and budget management at scale; multi-location campaign optimization; Google Ads depth; measurement/attribution experience (GTM, conversion tracking across 200+ sites); agency environment exposure (Wpromote, Miller Advertising)",
"risks": "TikTok Ads entirely absent — hard fail; paid social depth is minimal (one 4-month role); recent senior roles are client-side oversight/director positions, not hands-on execution; tool stack has no Meta Ads Manager, TikTok Ads, or Sprout Social; primary functional expertise is paid search, not paid social",
"red_flags": "Director-level framing at Smile Doctors ('overseeing agency partners') contradicts the hands-on executor requirement; no TikTok Ads evidence despite it being a listed hard requirement; 4-month Orchid paid social role is the only paid social experience with no metrics or deliverables cited; Sage Dental engagement dates (2020-Present) overlapping multiple other roles raises questions about concurrent commitment"
},
"match_reasons": [
{
"reason": "Google Ads depth confirmed across multiple roles (Sage Dental, Wpromote, Lawboss, Miller)",
"evidence": "Sage Dental: 'managing campaigns across Google Ads, Microsoft Ads, and Meta platforms'; Wpromote: 'Google Ads and Microsoft Ads'"
},
{
"reason": "Significant paid media budget management at scale",
"evidence": "Smile Doctors: '$2M–$3M/month in media spend across 400+ locations'; Sage Dental: budget grew from $100K to $350K/month"
},
{
"reason": "Measurement and attribution expertise relevant to reporting requirements",
"evidence": "Smile Doctors: 'oversaw GTM, conversion tracking, attribution, & reporting across 200+ sites'"
},
{
"reason": "Agency environment experience (Wpromote, Miller Advertising Agency)",
"evidence": "Wpromote: 'leading digital marketing agency'; Miller Advertising: 'integrated media solutions across interactive, print, mobile, and social platforms'"
}
],
"hard_fail_reasons": [
"req_003 HARD FAIL — TikTok Ads: No TikTok Ads experience anywhere in the profile. Platform is absent from tools, skills, and all work history entries. This is a non-negotiable hard requirement.",
"req_003/req_001 partial concern — Meta Ads: Meta is mentioned only once at Sage Dental alongside Google and Microsoft Ads in what appears to be a search-dominated engagement; no standalone paid social Meta campaign work is evidenced.",
"req_009 HARD FAIL (partial) — Agency Autonomous Execution: Most recent senior roles (Smile Doctors, Sage Dental) are framed as client-side director/oversight positions managing agency partners, contradicting the requirement for an autonomous hands-on executor who can work in an agency environment from day one without hand-holding.",
"req_005 partial concern — Multi-Client Campaign Management: Profile does not demonstrate simultaneously managing 20+ campaigns/month across multiple client accounts; most engagements appear to be single-client embedded roles."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "elizabetastamenkovic_at_gmail_com",
"email": "elizabetastamenkovic@gmail.com",
"name": "Elizabeta Stamenkovic",
"passes_all_hard": false,
"summary": "Elizabeta is a capable social media manager and growth marketer with broad multi-channel exposure, but her profile critically lacks proven, hands-on TikTok Ads experience and Google Ads depth at a client-agency scale. Her work history is predominantly organic social strategy, influencer marketing, and content creation — with only one role (Loot) mentioning paid social and Google Ads, and that in a single-brand internal context. TikTok Ads (as a paid channel) is absent entirely. She has not demonstrated agency-side multi-client paid campaign management at the 20+ campaigns/month volume required. These gaps trip three HARD requirements, making her a hard fail for this role despite real strengths in organic social, reporting, and creative strategy.",
"synthesis_quote": "Liz's Growth strategy covering everything from awareness social media, content creation, internal marketing organization, social media ads, Google Ads, email marketing, and conversion rate optimization, resulted in: 10x increase in expected funded amounts volume MoM... 50% decrease in CAC Quarter over Quarter",
"score": 48,
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Meta Ads mentioned via 'structured and managed LinkedIn and Meta ad campaigns' and Loot role; Google Ads mentioned at Loot; TikTok Ads as a paid channel is entirely absent from profile — only organic TikTok content creation at Varial. No agency-side multi-client paid campaign management demonstrated. Multi-client paid management at 20+ campaigns/month not evidenced.",
"rationale": "Three HARD requirements fail: (1) TikTok Ads — no paid TikTok evidence at all, only organic content creation; (2) Multi-client paid campaign management at agency scale — all paid work appears single-brand/internal; (3) Agency environment autonomous execution — no confirmed agency-side paid media role. Meta and Google Ads are touched but not at senior, agency, multi-client depth. Score reflects partial but critically incomplete coverage."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "'I've structured and managed LinkedIn and Meta ad campaigns, launched influencer and affiliate programs, and developed lead gen funnels and re-engagement campaigns' | 'social media ads, Google Ads' at Loot | Primarily organic social: 'led social media strategies...across LinkedIn, Instagram, TikTok, Facebook, X, Reddit, and Discord'",
"rationale": "Core functional depth is in organic social media management, content strategy, and influencer marketing — not paid social campaign execution. Paid social is referenced but not the primary demonstrated function. No TikTok Ads, no evidence of campaign architecture at scale across multiple clients. The role needs a paid social specialist; this profile is a social media manager with some paid exposure."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "'My portfolio spans: B2B SaaS, InsurTech, Crypto...AR/VR software...EdTech' | 'Marketing Agencies' listed as industry | Varial Agency: 'establishing the SM Strategy for Varial, as well as two of their client accounts'",
"rationale": "Some agency exposure (Varial) and consumer-facing brand experience across ecommerce, apps, and services. However, Varial appears to be organic social strategy, not paid. Consumer-facing brand breadth exists but paid social agency context is thin. Partial credit for multi-client management (organic) and consumer brand exposure."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "'I've acted as both strategist and executor — often serving as the sole marketing lead across channels' | 'I also executed it and performed outreach' (Kandji) | 'Production and creation of short form employee videos' (Oyster) | 'Form structure A/B testing and optimization' (Loot)",
"rationale": "Elizabeta clearly executes hands-on work — content creation, outreach, A/B testing, video production — but the hands-on execution in paid social specifically is limited to one role (Loot, single-brand). The role requires hands-on paid campaign building, optimization, and reporting across 20+ campaigns/month for multiple clients. That specific execution pattern is not evidenced."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "'I built the social media strategy after extensive research' (Iridium) | 'I built the Kandji Influencer Marketing Strategy from scratch, detailing every part of the process, building an ROI calculator' | 'Cutting MQL cost by 10x at Evolven through LinkedIn optimization'",
"rationale": "Good evidence of strategic thinking — building strategies from scratch, audience research, funnel optimization. However, strategic judgment for paid social specifically (campaign architecture, bidding strategy, budget allocation across multi-client accounts) is not directly evidenced. Strategy is more content/organic/influencer-oriented."
},
"tool_platform_fit": {
"score": 50,
"weight": 8,
"evidence": "Tools listed: 'Sprout Social' (directly matches role requirement) | 'Google Analytics, HubSpot, Canva, Excel/Sheets, Hootsuite' | Meta Ads Manager, TikTok Ads Manager, Google Ads — not explicitly listed as tools",
"rationale": "Sprout Social is a strong match (IMPORTANT requirement). Google Analytics and reporting tools are solid. However, Meta Ads Manager, Google Ads, and TikTok Ads Manager are not listed in her tool stack — only the social networks themselves (Facebook, Instagram). This is a meaningful gap for a paid specialist role. No Propellant or PA11Y."
},
"measurement_optimization": {
"score": 62,
"weight": 6,
"evidence": "'I build robust UTM strategies, campaign tracking frameworks, and reporting dashboards (Excel, Looker, GA4) that make performance visible and actionable' | '50% decrease in CAC Quarter over Quarter' | 'Campaign optimization & attribution' listed as skill",
"rationale": "Solid evidence of measurement capability — UTM frameworks, dashboards, CAC tracking, A/B testing. Performance results at Loot are meaningful. However, all measurement evidence is from a single-brand internal context; no multi-client reporting at agency scale demonstrated."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "Preferred hourly rate: $50/hr | At 15-20 hrs/week = $3,000–$4,000/month | Role budget: $5,000/month retainer | Location: Pula, HR (Croatia — EMEA timezone)",
"rationale": "Rate of $50/hr is under budget ceiling ($5,000/month at 15-20 hrs/week = $3,000–$4,000/month, within budget). Availability confirmed active. Croatia timezone (CET/CEST) may create scheduling friction for a US-based agency, though not classified as a hard requirement. Soft penalty applied."
}
},
"final_score_rationale": "The weighted score is depressed primarily by three hard requirement failures: (1) No TikTok Ads (paid) experience — TikTok appears only as an organic content channel; (2) No agency-side multi-client paid campaign management — all paid work is from a single internal brand (Loot); (3) No explicit Meta Ads Manager or Google Ads tooling listed, and paid depth is shallow relative to a senior peer-level expectation. Her functional expertise score is penalized because the profile is predominantly an organic social/influencer/content profile, not a paid social specialist profile. Tool fit is partial — Sprout Social matches well, but the core paid ad platforms are absent from her tool stack. Measurement capability is genuine but limited to single-brand scope. The availability/budget fit is acceptable on rate. Despite real execution chops and strategic capability in organic social and influencer marketing, the core paid social channel and agency-scale requirements are not met, resulting in a hard fail and a low composite score.",
"evidence_snippets": [
"I've structured and managed LinkedIn and Meta ad campaigns, launched influencer and affiliate programs, and developed lead gen funnels and re-engagement campaigns.",
"Liz's Growth strategy covering everything from...social media ads, Google Ads, email marketing, and conversion rate optimization, resulted in: 10x increase in expected funded amounts volume MoM...50% decrease in CAC Quarter over Quarter",
"I was responsible for establishing the SM Strategy for Varial, as well as two of their client accounts — channels covered: TikTok, LI, IG, FB. [Organic content only, no paid ads mentioned]",
"I build robust UTM strategies, campaign tracking frameworks, and reporting dashboards (Excel, Looker, GA4) that make performance visible and actionable.",
"Tools listed: Sprout Social, Google Analytics, HubSpot, Canva, Excel/Sheets, Hootsuite — Meta Ads Manager, TikTok Ads Manager, Google Ads not listed.",
"Preferred hourly rate: $50/hr | Location: Pula, HR (Croatia)",
"Liz's Growth strategy covering everything from awareness social media, content creation, internal marketing organization, social media ads, Google Ads, email marketing, and conversion rate optimization, resulted in: 10x increase in expected funded amounts volume MoM... 50% decrease in CAC Quarter over Quarter",
"Meta Ads mentioned via 'structured and managed LinkedIn and Meta ad campaigns' and Loot role; Google Ads mentioned at Loot; TikTok Ads as a paid channel is entirely absent from profile — only organic TikTok content creation at Varial. No agency-side multi-client paid campaign management demonstrated. Multi-client paid management at 20+ campaigns/month not evidenced."
],
"three_rs": {
"relevant": "Sprout Social proficiency, organic social multi-client management (Varial), measurement/reporting frameworks, A/B testing, campaign optimization skills, consumer brand and agency exposure.",
"risks": "TikTok Ads (paid) entirely absent; paid social depth limited to one single-brand role (Loot); no agency-side multi-client paid campaign management at 20+ campaigns/month; Meta Ads Manager and Google Ads not in declared tool stack; Croatia timezone may create friction.",
"red_flags": "Profile is primarily a social media manager/influencer marketer, not a senior paid social specialist. Paid social is listed as a role classification but the work history does not support it at the depth or scale this role requires. TikTok is only organic. No programmatic (Propellant) experience."
},
"match_reasons": [
{
"reason": "Sprout Social proficiency matches IMPORTANT tool requirement directly",
"evidence": "Sprout Social listed in tools; also classified skill in analytics and reporting"
},
{
"reason": "Multi-channel paid and organic experience including Meta and Google Ads at Loot with strong performance results",
"evidence": "50% decrease in CAC QoQ; 10x increase in funded amounts volume MoM — Loot role"
},
{
"reason": "Hands-on executor and strategist across social channels with agency-client exposure",
"evidence": "Varial Agency: responsible for SM Strategy for Varial and two client accounts across TikTok, LI, IG, FB"
}
],
"hard_fail_reasons": [
"req_003 FAIL — TikTok Ads (paid): No evidence of paid TikTok advertising experience. TikTok appears only as an organic content channel (Varial: content creation, not paid ads). Hard requirement not met.",
"req_005 FAIL — Multi-client campaign management at 20+ campaigns/month: All paid media work (Loot) is single-brand internal. No agency-side multi-client paid campaign management demonstrated at the required volume.",
"req_009 FAIL — Agency environment autonomous execution: No confirmed agency-side paid media role. Varial is organic social only. No evidence of operating as a senior paid media executor within a digital agency handling multiple paid client accounts."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jotero_consulting_at_gmail_com",
"email": "jotero.consulting@gmail.com",
"name": "Jose Otero",
"passes_all_hard": false,
"score": 59,
"summary": "Jose Otero is an elite paid social operator with 10+ years of experience, $100M+ in managed spend, and a genuinely impressive track record across Meta and TikTok at scale (Cerebral, SNOW, Scale AI, MarketerHire). He brings exceptional depth in Meta and TikTok, strong creative testing frameworks, multi-client/multi-locale management, and agency-level autonomy. However, he presents a meaningful gap on two HARD requirements: Google Ads experience is entirely absent from his profile, and TikTok Ads while present is not framed in an agency/client-portfolio context. The rate ($80/hr → ~$13,600/mo at 15–20 hrs/week or ~$5,200/mo at 15 hrs) may also stretch or exceed the $5K/month retainer ceiling. Despite the Meta depth, the Google Ads gap is a genuine hard fail under the role's classified requirements.",
"synthesis_quote": "Meta, TikTok, LinkedIn, Reddit — across DTC, telehealth, CPG, B2B, and subscription. Managed $250k per day on Meta and TikTok, scaled patient acquisition within CPA and payback goals.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Meta and TikTok: strong proven evidence (Cerebral $10M+/mo, SNOW, Scale AI, MarketerHire). Google Ads: zero mention in profile, tools list, or any role. TikTok Ads present but only in-house/direct brand contexts, not multi-client agency accounts.",
"rationale": "Two of three core channel HARD requirements are at least partially met (Meta strongly, TikTok partially), but Google Ads is entirely absent — a clear hard fail on req_002. This cannot be overlooked. Multi-client campaign management is demonstrated at MarketerHire and Scale AI but not explicitly in an agency retainer model. Audience segmentation and performance reporting are strong. Score is suppressed significantly by the Google Ads gap and the agency multi-client context gap."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "Scaled daily spend 30x at Cerebral across Meta and TikTok; ROAS 18% lift and CAC ~5% reduction at SNOW; 8x paid program growth at MarketerHire with cost per SQL flat; $700K/mo run-rate at Scale AI in under 90 days.",
"rationale": "Jose's depth in paid social is exceptional. He demonstrates end-to-end ownership — strategy, build, creative testing, audience segmentation, attribution, and optimization — across multiple high-stakes programs. The absence of Google Ads limits the score from a 90+ given the role explicitly requires it, but his functional depth in paid social broadly is among the strongest possible."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Ecommerce (SNOW DTC), Healthcare (Cerebral telehealth), CPG (Anheuser-Busch InBev), B2B SaaS/Marketplace (MarketerHire, Scale AI). Consumer-facing brand experience is strong. Agency environment: MarketerHire role is as a fractional consultant, hw lab is co-founded agency.",
"rationale": "Strong consumer-facing brand (DTC, CPG, healthcare subscription) experience aligns well with Modern PR's clientele. Co-founder of hw lab provides agency context. However, the profile leans more toward in-house brand/startup roles than multi-client boutique agency execution, which is the specific context here."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "Managed $250k per day on Meta and TikTok personally; built creative testing and attribution frameworks from zero; rolled out mobile-first landing page program; rebuilt attribution at Scale AI to close Meta-vs-backend CPA gap.",
"rationale": "Jose is clearly a hands-on operator. He personally built programs from zero, managed spend at scale, optimized creative testing, and ran attribution — not a delegator or advisor. This is precisely what the role needs."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "Built the creative testing and qualified-demo attribution frameworks at MarketerHire; account-structure overhauls and audience rebuilds focused on signal quality at SNOW; HIPAA-aligned tracking and creative + audience testing framework at Cerebral.",
"rationale": "Strong strategic instincts demonstrated by framework-building, ICP positioning work, and multi-locale architecture at Scale AI. He operates as a peer-level thinker, not just an executor — exactly what Jennifer needs."
},
"tool_platform_fit": {
"score": 48,
"weight": 8,
"evidence": "Tools listed: A/B testing tools, Canva, Excel/Sheets, Google Analytics, landing page tools. No mention of Google Ads, Sprout Social, TikTok Ads Manager explicitly, or PA11Y.",
"rationale": "Meta Ads Manager and TikTok Ads are implied by his roles but not listed as tools. Google Ads is absent. Sprout Social (reporting tool for this role) not mentioned. PA11Y not mentioned. Tool profile is thin relative to the role's explicit stack — this is a notable gap in documented platform fluency for the specific tools called out."
},
"measurement_optimization": {
"score": 82,
"weight": 6,
"evidence": "Rebuilt attribution to close a Meta-vs-backend CPA gap at Scale AI; built qualified-demo attribution frameworks at MarketerHire; CAC down 27% and consultation bookings up 23% at Parallel Learning; ROAS 18% lift at SNOW.",
"rationale": "Clear evidence of owning measurement, building attribution models, diagnosing funnel gaps, and iterating to results. Strong dimension — the reporting/monthly cadence for two clients is plausible given his track record."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "Preferred hourly rate: $80/hr. Role is 15–20 hrs/week retainer at $5,000/month. At 15 hrs/week × 4 weeks = 60 hrs/month × $80 = $4,800/mo (barely fits); at 20 hrs/week = 80 hrs/month × $80 = $6,400/mo (exceeds budget). Has availability per Neon status.",
"rationale": "Rate is at the edge of or above the $5K/month budget ceiling depending on actual hours worked. At minimum hours (15/week) it is marginally feasible; at 20 hrs/week it is 28% over budget. This creates a meaningful fit risk. Availability is confirmed active. Location (Jamaica, NY) is Eastern US — favorable timezone. Score reflects budget tension."
}
},
"final_score_rationale": "Jose Otero is one of the strongest pure Meta/TikTok paid social operators in the candidate pool, with $100M+ in managed spend, landmark programs at Cerebral and SNOW, and clear peer-level seniority. His hands-on execution, strategic judgment, and measurement depth are all elite. However, two hard requirements drag the composite score significantly: (1) **Google Ads is entirely absent** from his profile — no mention in any role, tools list, or summary — making this a definitive hard fail on req_002; (2) the **$80/hr rate** exceeds the $5K/month retainer budget at the role's upper hour range (20 hrs/week = ~$6,400/month). TikTok Ads is present but in direct brand contexts, not explicitly multi-client agency accounts. Sprout Social and PA11Y are unaddressed. The Google Ads gap alone disqualifies him under strict hard requirement scoring, even though his Meta depth would otherwise make him a top candidate.",
"evidence_snippets": [
"Meta, TikTok, LinkedIn, Reddit — across DTC, telehealth, CPG, B2B, and subscription. $100M+ in personally managed spend.",
"Managed $250k per day on Meta and TikTok, scaled patient acquisition within CPA and payback goals. [Cerebral]",
"Built the creative testing and qualified-demo attribution frameworks that justified the ramp and partnered with internal marketing leadership on ICP positioning. [MarketerHire]",
"Built the program from zero to a $700K/mo run-rate in under 90 days at ~40% below target backend CPA, and rebuilt attribution to close a Meta-vs-backend CPA gap. [Scale AI]",
"Tools listed in profile: A/B testing tools, Canva, Excel/Sheets, Google Analytics, landing page tools — no Google Ads, Sprout Social, or TikTok Ads Manager explicitly listed.",
"Preferred hourly pay rate: $80/hr — at 20 hrs/week × 4 weeks = $6,400/month, exceeding the $5,000/month retainer ceiling.",
"Meta, TikTok, LinkedIn, Reddit — across DTC, telehealth, CPG, B2B, and subscription. Managed $250k per day on Meta and TikTok, scaled patient acquisition within CPA and payback goals.",
"Meta and TikTok: strong proven evidence (Cerebral $10M+/mo, SNOW, Scale AI, MarketerHire). Google Ads: zero mention in profile, tools list, or any role. TikTok Ads present but only in-house/direct brand contexts, not multi-client agency accounts."
],
"three_rs": {
"reach": "Jose's background spans DTC ecommerce, telehealth, CPG, and B2B SaaS — strong consumer-facing brand exposure. His hw lab co-founder role gives agency context, though most named work is direct brand/startup.",
"relevance": "Highly relevant for Meta and TikTok paid social strategy and execution. Audience segmentation, creative testing, and attribution are all demonstrated at scale. Google Ads relevance is entirely absent.",
"reliability": "Strong reliability signals: 2.5 years at MarketerHire, consistent performance outcomes across multiple roles, Meta Certified Performance Marketing Specialist, active status with confirmed availability."
},
"match_reasons": [
{
"reason": "Exceptional Meta Ads depth — $10M+/mo managed at Cerebral, ROAS 18% lift at SNOW, 8x growth at MarketerHire",
"evidence": "Managed $250k per day on Meta and TikTok, scaled patient acquisition within CPA and payback goals."
},
{
"reason": "TikTok Ads hands-on experience across multiple high-spend programs (Cerebral, SNOW, Scale AI)",
"evidence": "Scaled daily spend 30x in a compliance-heavy mental health category across US and UK [Cerebral, Meta + TikTok]."
},
{
"reason": "Peer-level senior operator — Meta Certified, Johns Hopkins BA Economics, co-founder of hw lab, 10+ years experience",
"evidence": "10+ years running paid social. $100M+ in personally managed spend. Meta Certified Performance Marketing Specialist."
},
{
"reason": "Strong measurement and attribution ownership — built and rebuilt attribution frameworks independently",
"evidence": "Rebuilt attribution to close a Meta-vs-backend CPA gap [Scale AI]; built qualified-demo attribution frameworks [MarketerHire]."
},
{
"reason": "Creative strategy and campaign architecture depth — account-structure overhauls, creative testing at volume, audience rebuilds",
"evidence": "Lifted ROAS 18% and reduced CAC ~5%... driven by account-structure overhauls, creative testing at volume, and audience rebuilds focused on signal quality. [SNOW]"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_002 (Google Ads): Google Ads experience is entirely absent from Jose's profile. No role, tool, or summary reference to Google Ads exists. This is a mandatory channel requirement for the role.",
"BUDGET RISK — req_008 ($5,000/month retainer): Jose's preferred rate of $80/hr produces $6,400/month at the role's upper hour range (20 hrs/week), exceeding the $5,000/month ceiling by 28%. Only viable at minimum hours (~15 hrs/week = $4,800/mo), leaving no buffer."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "b_at_316_interactive_com",
"email": "b@316-interactive.com",
"name": "Bobby Taslimi",
"passes_all_hard": false,
"score": 59,
"summary": "Bobby Taslimi is an experienced paid social operator with strong Meta and TikTok execution, demonstrated multi-client management, and solid performance results across consumer and financial verticals. He brings genuine hands-on depth — scaling spend, rebuilding campaign architecture, and running structured creative testing frameworks. However, his profile shows a critical gap in Google Ads (no evidence whatsoever), which is a HARD requirement for this role. TikTok Ads is present but limited to one engagement (Shotsy). His tool stack is dated and missing the agency's core platforms (Meta Ads Manager not listed explicitly, no Google Ads, no Sprout Social, no TikTok Ads Manager). No agency environment experience is documented, and his rate at $55/hr aligns with the $5K/month retainer at ~15–20 hrs/week only at the lower end. These gaps prevent a pass on hard requirements.",
"synthesis_quote": "Bobby leads paid social strategy across Meta and TikTok... scaled ad spend to over $100K+/month... managing approximately $20K/month in ad spend, Bobby built and optimized campaigns that consistently generated qualified leads under $20.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Meta and TikTok presence confirmed; Google Ads absent from profile entirely; no agency environment documented; multi-client management evidenced across 6 concurrent engagements.",
"rationale": "Three of nine hard requirements are either failed or unmet: req_002 (Google Ads — zero evidence), req_009 (agency environment — all engagements appear to be direct-client freelance), and req_003 (TikTok Ads — present but thin, only one role). Meta (req_001), multi-client (req_005), audience segmentation (req_006), performance reporting (req_007), and seniority (req_004) show reasonable evidence. Google Ads is a full HARD fail."
},
"functional_expertise": {
"score": 75,
"weight": 20,
"evidence": "5x scaled ad spend while reducing CPA from $33 to $19–$21 at Shotsy; scaled Neighbors Bank to $100K+/month; built acquisition engine from 0 to $2K/day at Zoe Financial.",
"rationale": "Strong Meta paid social expertise with meaningful results. Creative strategy, UGC production, structured testing frameworks, and CPA management are well-evidenced. TikTok is present but secondary. Google Ads expertise is entirely absent, reducing overall functional depth for this tri-platform role."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "Industries listed include Marketing Agencies, Ecommerce, Consumer-facing brands (Shotsy, Icebound Essentials), financial services (Zoe Financial, Neighbors Bank, Quest Health Insurance).",
"rationale": "Consumer-facing brand experience is present (Shotsy, Dolca, Icebound Essentials), which aligns with Modern PR's client base. However, no documented boutique digital agency experience. Financial services and healthcare are somewhat adjacent but not directly consumer brand/PR agency context. Relevant but not a tight fit."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Bobby leads paid social strategy across Meta and TikTok... deployed a proven UGC production system to source and brief creators... ran a consistent optimization cadence, alternating between insight-led creative briefs and detailed reporting.",
"rationale": "Clear operator-level execution: builds accounts from scratch, runs creative briefs, manages budgets, iterates on performance data. Personally executes rather than delegates. Multi-client concurrency (6 active roles) demonstrates hands-on bandwidth. Penalized slightly for no Google Ads execution evidence."
},
"strategy_and_judgment": {
"score": 78,
"weight": 10,
"evidence": "Implemented a scalable testing architecture that prioritized dataset integrity, creative iteration based on retention metrics, and disciplined budget allocation; through a deep funnel and tracking audit, he uncovered crucial app and infrastructure issues.",
"rationale": "Strong evidence of structured hypothesis-driven testing, funnel diagnosis (Jingle Pay audit), creative strategy rooted in consumer research, and budget prioritization. Translates business goals into campaign architecture. Does not demonstrate Google Ads or programmatic strategy, limiting breadth."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Tools listed: AdEspresso, AdRoll, Canva, Google Analytics, Excel/Sheets, Photoshop, A/B testing tools, CRMs, landing page tools. No mention of Meta Ads Manager, Google Ads, TikTok Ads Manager, Sprout Social, or PA11Y.",
"rationale": "Major gaps vs. the role's required stack: no Google Ads, no TikTok Ads Manager explicitly listed, no Sprout Social, no PA11Y. AdEspresso is a Meta third-party tool and implies some Meta familiarity, but the core platforms are absent from the tools section. This is a significant platform fit gap for an explicitly tool-defined role."
},
"measurement_optimization": {
"score": 72,
"weight": 6,
"evidence": "Every other week, Bobby presents new creative briefs rooted in fresh insights, alternating with detailed reporting and strategic analysis; he runs a consistent optimization cadence, alternating between insight-led creative briefs and detailed reporting with strategic recommendations.",
"rationale": "Consistent reporting cadence, CPA tracking, creative performance iteration, and KPI ownership are evidenced. Monthly client reporting structure aligns with the role's requirement for two clients. Lacks explicit attribution modeling or Sprout Social reporting evidence."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $55/hr; has_availability: true; location: Wilmington, Delaware, US.",
"rationale": "$55/hr × 20 hrs/week = $4,400/month; × 22 hrs = $1,210/week or ~$4,840/month — tight but roughly workable against the $5K/month retainer at 15–20 hrs/week. US-based, active availability confirmed. Six concurrent active engagements raise a genuine bandwidth concern for adding another client at this volume."
}
},
"final_score_rationale": "Bobby's score is primarily driven down by a hard fail on Google Ads (req_002) — the single most disqualifying gap in this profile, as the role explicitly requires proven, hands-on Google Ads experience and no evidence exists in his profile. A second concern is the absence of documented agency environment experience (req_009); all his engagements appear to be direct-client freelance work, not agency-side multi-client management in the traditional sense. TikTok Ads is present but thin. On the positive side, Bobby demonstrates genuine Meta paid social depth, multi-client concurrency, strong CPA management, structured creative testing, and operator-level execution — all strong signals for the Meta/TikTok portion of this role. His rate is marginally compatible with the $5K budget. The Google Ads hard fail alone mandates passes_all_hard = false and substantially depresses the hard_requirements_fit score, pulling the composite score below the hire threshold despite otherwise solid paid social credentials.",
"evidence_snippets": [
"5x scaled ad spend while reducing CPA from $33 to $19–$21 by rebuilding the account around deep consumer research... deploying a proven UGC production system to source and brief creators for performance-driven ads. (Shotsy)",
"Bobby unlocked paid social from 0 to $2,000/day in ad spend and built the acquisition engine from the ground up... implementing a structured testing framework, disciplined campaign architecture, and data-driven budget allocation. (Zoe Financial)",
"Scaled ad spend to over $100K+/month by building a performance-driven acquisition system centered on research and creative strategy. (Neighbors Bank)",
"Through a deep funnel and tracking audit, he uncovered crucial app and infrastructure issues that were preventing campaigns from optimizing properly. (Jingle Pay)",
"Managing approximately $20K/month in ad spend, Bobby built and optimized campaigns that consistently generated qualified leads under $20. (Quest Health Insurance)",
"Tools listed: AdEspresso, AdRoll, Canva, Google Analytics, Excel/Sheets — no Google Ads, TikTok Ads Manager, Sprout Social, or PA11Y documented anywhere in profile.",
"Bobby leads paid social strategy across Meta and TikTok... scaled ad spend to over $100K+/month... managing approximately $20K/month in ad spend, Bobby built and optimized campaigns that consistently generated qualified leads under $20.",
"Meta and TikTok presence confirmed; Google Ads absent from profile entirely; no agency environment documented; multi-client management evidenced across 6 concurrent engagements."
],
"three_rs": {
"reach": "Bobby manages 6 concurrent paid social engagements across consumer, fintech, healthcare, and mortgage verticals — demonstrating broad reach across B2C audiences and multi-client bandwidth.",
"relevance": "His Meta and TikTok paid social execution, UGC-driven creative strategy, CPA optimization, and performance reporting cadence are directly relevant to Modern PR's core needs. Consumer brand experience (Shotsy, Dolca, Icebound Essentials) aligns with the agency's client roster.",
"risks": "Critical hard fail: zero Google Ads evidence in a role requiring tri-platform (Meta + Google + TikTok) proficiency. No documented agency environment experience. Tool stack missing all core platforms (Meta Ads Manager, Google Ads, TikTok Ads Manager, Sprout Social). Six active concurrent engagements may constrain bandwidth for a demanding new retainer."
},
"match_reasons": [
{
"reason": "Strong Meta paid social execution with measurable CPA results",
"evidence": "5x scaled ad spend while reducing CPA from $33 to $19–$21 at Shotsy"
},
{
"reason": "Multi-client concurrency demonstrated across 6 simultaneous engagements",
"evidence": "Active as Paid Social Media Marketer at Shotsy, Zoe Financial, Neighbors Bank, Jingle Pay, Quest Health Insurance, Icebound Essentials, and Dolca concurrently"
},
{
"reason": "Structured creative testing and performance reporting cadence aligned with role's reporting requirements",
"evidence": "Every other week, Bobby presents new creative briefs rooted in fresh insights, alternating with detailed reporting and strategic analysis"
},
{
"reason": "Consumer-facing brand experience aligns with Modern PR's client base",
"evidence": "Industries include Consumer Packaged Goods, Ecommerce, Local Businesses across multiple sub-industries"
},
{
"reason": "Significant media spend management experience ($100K+/month at Neighbors Bank)",
"evidence": "Scaled ad spend to over $100K+/month by building a performance-driven acquisition system"
}
],
"hard_fail_reasons": [
"req_002 HARD FAIL — Google Ads: No evidence of Google Ads experience anywhere in the profile. Skills, tools, and work history are entirely absent of Google Ads. This is a HARD requirement and a full disqualifier.",
"req_003 PARTIAL CONCERN — TikTok Ads: TikTok is mentioned at Shotsy only ('Meta and TikTok'). Evidence is thin for a HARD tri-platform requirement; not a full hard fail but meaningfully below expectation.",
"req_009 CONCERN — Agency Environment: All documented work appears to be direct-client freelance engagements. No boutique digital agency environment experience is documented, which is a HARD requirement for autonomous day-one execution in an agency context."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"passes_all_hard": false,
"summary": "Chris Ahn is a hands-on paid social and growth marketer with active multi-client execution across Meta, TikTok, and Google Ads simultaneously. His current portfolio includes six concurrent engagements, several of which map directly to the role's hard requirements: running Meta + Google + TikTok campaigns, building from scratch, owning audience segmentation and creative testing, and delivering performance optimization at scale. He lacks explicit agency employee experience (most work is freelance/consultant) and TikTok at scale for agency multi-client management is implied but not directly proven for 20+ campaigns/month. Sprout Social and PA11Y are absent from his tool stack. He is based in Allen, Texas (Central Time), which aligns well. Rate at $100/hr (~$6,500–$8,000/month for 15–20 hrs/week) is above the $5,000/month retainer budget, which is a soft concern but classified as a HARD budget requirement at $5,000/month. Overall, Chris is a strong functional match with minor gaps in budget alignment and agency-specific tooling.",
"synthesis_quote": "Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days... Owned end-to-end paid social strategy and execution... Managed paid search agency, driving strategy, accountability, and ongoing performance improvements.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 72,
"weight": 25,
"evidence": "Meta + Google (Goldfinch, Avita, Franki); TikTok (Avita built from scratch, Franki, Tea, Pie); multi-client concurrent management (6 active engagements); audience segmentation and creative testing cited across roles; performance reporting mentioned in Goldfinch; preferred rate $100/hr exceeds $5,000/month retainer budget",
"rationale": "Meta and Google Ads: clearly evidenced across multiple roles. TikTok Ads: hands-on launch and optimization at Avita and Franki proven. Multi-client management: six simultaneous active engagements satisfy the 20+ campaigns requirement indirectly. Audience segmentation and campaign architecture: explicitly cited. Performance reporting: mentioned but not detailed across two named clients as required. Senior/autonomous execution: consistent with freelance operator model. Agency environment: all experience appears to be freelance consulting, not traditional agency employment — a partial gap. Budget: $100/hr preferred rate translates to ~$6,500–$8,000/month at 15–20 hrs/week, above the $5,000/month retainer hard requirement. Score penalized accordingly."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Full-funnel paid social across Meta, TikTok, Google at Avita, Goldfinch, Franki, Tea; 'audience segmentation, creative testing, bidding, and budget allocation' at Avita; 'A/B testing of ad formats, messaging, and placements' at Franki; 'champion vs. challenger framework' at Pie",
"rationale": "Strong depth in paid social fundamentals: full-funnel strategy, creative iteration, audience segmentation, bidding optimization, and CAC/ROAS management. Multiple concurrent engagements across Meta, TikTok, and Google demonstrate breadth. Google Ads depth is slightly less explicit (primarily search audit mentioned), but still evidenced. Not specifically documented at agency scale (50+ campaigns/month), but 6 concurrent client relationships suggest high campaign volume."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "Clients include consumer-facing apps (Tea, Franki, Pie), e-commerce (Goldfinch), healthcare (Avita/Q Care Plus), and travel/entertainment (Siddas/ReservePlay); industries tagged: Apps, Media, Software & Tech; B2C audience focus confirmed",
"rationale": "Modern PR serves consumer-facing brands — Chris has worked with consumer apps, DTC e-commerce, and travel/entertainment verticals. Some client-side B2C work is relevant. However, no clear boutique digital agency experience serving external consumer PR clients. App-heavy background is noted but Modern PR's clients appear more in lifestyle/consumer brand space. Reasonable relevance but not a tight match."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "'Built TikTok from scratch, from attribution to campaign launch' (Avita); 'Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one' (Goldfinch); 'Launch, manage, and optimize Meta and TikTok ads' (Pie); 'building, launching, and optimizing multi‑channel campaigns' (Franki)",
"rationale": "Chris consistently demonstrates personal, hands-on execution: building campaigns from zero, daily optimization, creative testing, attribution setup, and funnel tracking. Multiple role descriptions use first-person active verbs. No indication of pure delegation or advisory-only work. Strong operator signal across the board."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "'Developed channel strategy, oversaw campaign launches, optimized audience targeting, creative testing, bidding, and budget allocation' (Avita); 'Optimized campaigns toward booked appointments, not just leads, to maximize business impact'; 'Creative iteration and UGC testing to improve CTR and engagement while reducing acquisition costs' (Franki)",
"rationale": "Chris demonstrates strategic judgment: moving optimization beyond top-funnel vanity metrics to deeper funnel KPIs (booked appointments, credit card connects), applying test-and-learn frameworks, and building channel strategy from scratch. Less evidence of macro agency-level strategy across multiple client verticals simultaneously, which limits the score slightly."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Looker, Tableau, Excel/Sheets, A/B testing tools, CRMs; no mention of Sprout Social, PA11Y, or Propellant in profile",
"rationale": "Core ad platforms (Meta, Google, TikTok) are covered. Analytics/reporting tools (Looker, Tableau, Google Analytics) are solid. However, Sprout Social (the agency's measurement/reporting tool) and PA11Y (content scheduling) are completely absent from his profile. Propellant is also missing. These gaps are meaningful given the agency's specific stack requirements."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "'Managed performance reporting and budget allocation to scale profitable growth across channels' (Goldfinch); 'Leveraged conversion data and funnel analysis to optimize campaigns toward lower cost per booked appointment' (Avita); 'Data-driven optimization, leveraging conversion tracking and in-platform signals to shift budget toward highest-performing segments' (Franki)",
"rationale": "Chris shows consistent evidence of performance measurement, KPI ownership (ROAS, CPA, CAC), and iterative optimization. Funnel-level thinking is evident at Avita. Monthly client reporting specifics are mentioned at Goldfinch but not deeply detailed. No explicit mention of building client-facing dashboards or structured reporting frameworks, which the role requires for two clients."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "Preferred hourly rate: $100/hr; engagement at 15–20 hrs/week = ~$6,000–$8,000/month; role budget: $5,000/month retainer; location: Allen, Texas (Central Time — favorable); has_availability: true",
"rationale": "Availability is confirmed and timezone is favorable. However, Chris's preferred rate of $100/hr translates to approximately $6,000–$8,000/month at the role's expected 15–20 hours/week — meaningfully above the $5,000/month retainer hard budget. This is classified as a HARD budget requirement. Rate negotiation may be possible but is not confirmed. Score reflects the budget gap risk."
}
},
"score": 59,
"final_score_rationale": "Chris Ahn scores strongly on functional expertise (Meta + TikTok + Google hands-on execution across six concurrent clients) and hands-on execution (zero-to-one campaign builds, daily optimization, full-funnel management). These two dimensions carry the most weight and pull his score up. The primary score penalties are: (1) Budget gap — his $100/hr preferred rate exceeds the $5,000/month retainer hard requirement by ~$1,000–$3,000/month depending on actual hours, triggering a hard requirement concern; (2) Agency environment — all experience is freelance consulting, not traditional agency employment, partially addressing req_009 but not fully; (3) Tool stack gaps — Sprout Social and PA11Y are entirely absent, reducing tool fit; (4) Performance reporting — while mentioned, the structured two-client monthly reporting deliverable is not clearly evidenced. Despite these gaps, Chris is a strong functional operator with directly relevant multi-platform paid social execution and a high volume of concurrent client work that approximates agency-level throughput.",
"evidence_snippets": [
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days (Avita)",
"Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one through audience segmentation, creative testing, and daily optimization (Goldfinch)",
"Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing of ad formats, messaging, and placements (Franki)",
"Optimized campaigns toward booked appointments, not just leads, to maximize business impact (Avita)",
"Managed performance reporting and budget allocation to scale profitable growth across channels (Goldfinch)",
"Preferred hourly pay rate: $100/hr (profile metadata)",
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days... Owned end-to-end paid social strategy and execution... Managed paid search agency, driving strategy, accountability, and ongoing performance improvements.",
"Meta + Google (Goldfinch, Avita, Franki); TikTok (Avita built from scratch, Franki, Tea, Pie); multi-client concurrent management (6 active engagements); audience segmentation and creative testing cited across roles; performance reporting mentioned in Goldfinch; preferred rate $100/hr exceeds $5,000/month retainer budget"
],
"three_rs": {
"relevant": "Hands-on Meta, Google, and TikTok paid campaign execution across six concurrent client engagements; zero-to-one campaign builds with ROAS-positive outcomes; full-funnel audience segmentation, creative testing, and performance optimization; B2C consumer-facing audience experience",
"risks": "Preferred rate ($100/hr) exceeds the $5,000/month retainer hard budget requirement; no Sprout Social or PA11Y experience documented; all experience is freelance consulting rather than traditional agency employment; no explicit evidence of managing 20+ simultaneous campaigns under one agency umbrella; monthly client reporting cadence not explicitly detailed",
"recommendations": "Confirm rate flexibility toward $5,000/month retainer before advancing; validate TikTok ad volume and campaign count across current client base; assess familiarity with Sprout Social or willingness to onboard quickly; probe agency environment adaptability given all-freelance background"
},
"match_reasons": [
{
"reason": "Meta Ads hands-on execution confirmed across Goldfinch, Avita, Franki, Tea, and Pie engagements with ROAS-positive results",
"evidence": "Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one (Goldfinch)"
},
{
"reason": "TikTok Ads proven with zero-to-one launch and profitability within 30 days at Avita",
"evidence": "Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days (Avita)"
},
{
"reason": "High volume multi-client concurrent execution across six simultaneous engagements signals campaign throughput capacity",
"evidence": "Six active/present roles: Goldfinch, Avita, Pumper, Siddas, GlowMax, Pie, Franki, Tea — multiple concurrent paid social accounts"
},
{
"reason": "Audience segmentation and creative testing depth directly maps to role's campaign architecture requirement",
"evidence": "Audience segmentation, creative testing, bidding, and budget allocation continuously analyzed to improve efficiency and scale (Avita)"
},
{
"reason": "Full-funnel optimization and deeper-funnel KPI ownership (CPA, ROAS, booked appointments) demonstrates senior strategic judgment",
"evidence": "Optimized campaigns toward booked appointments, not just leads, to maximize business impact (Avita)"
},
{
"reason": "Allen, Texas location provides Central Time availability aligned with agency operations",
"evidence": "Location: Allen, Texas, US; has_availability: true"
}
],
"hard_fail_reasons": [
"Budget gap: Chris Ahn's preferred rate of $100/hr equates to approximately $6,000–$8,000/month at 15–20 hrs/week, which exceeds the role's HARD retainer budget of $5,000/month. Rate negotiation has not been confirmed and represents a meaningful risk against req_008."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ryanstaf_at_gmail_com",
"email": "ryanstaf@gmail.com",
"name": "Ryan Stafford",
"passes_all_hard": false,
"score": 59,
"summary": "Ryan Stafford is a strong Meta/TikTok paid social specialist with 7+ years managing DTC brand campaigns, scaling budgets from $20K to $1M+, and executing creative-heavy strategies for fashion and apparel brands. He demonstrates clear senior-level, hands-on execution capability and solid campaign architecture skills. However, his profile reveals a critical gap: Google Ads experience is only mentioned in passing (Garrett Leight, Oliver Cabell) without depth or proof of campaign ownership, and — most critically — there is no evidence of agency-side experience managing multiple client accounts simultaneously. His entire career appears to be brand-side (in-house/contractor for individual DTC brands), not agency-side with multi-client portfolio management. TikTok Ads experience is confirmed for Reformation and Oliver Cabell. The $60/hr preferred rate equates to ~$4,800–$5,400/month at 15–20 hrs/week, which is on the edge of the $5,000/month budget. Sprout Social, PA11Y, and Propellant are absent from his profile. AI/generative search awareness is not mentioned. These gaps result in hard requirement failures on agency multi-client management (req_009) and introduce meaningful risk on Google Ads depth (req_002).",
"synthesis_quote": "I led paid media and growth strategy for Oliver Cabell...scaling monthly ad spend from approximately $30K to over $1M+ while driving consistent, profitable growth...Operating within a lean team, I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Meta confirmed across 6+ brands; TikTok confirmed at Reformation and Oliver Cabell; Google mentioned at Garrett Leight and Oliver Cabell but with no depth. No agency/multi-client environment evidence — all roles appear brand-side or single-client contracts.",
"rationale": "Three of the seven HARD requirements present meaningful failures: req_002 (Google Ads depth is asserted but not demonstrated with campaign specifics), req_005 (no evidence of managing 20+ campaigns/month across a multi-client portfolio), and req_009 (no agency environment experience — all work is brand-side). These are critical misses against the role's core structure."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Managed 8-figure budgets; scaled Mott & Bow from $20K to $250K–$300K/month; Alala from loss-making at $25K to profitable at $100K/month at 2.5x ROAS; deep Meta and TikTok paid social specialization.",
"rationale": "Ryan is genuinely strong in paid social functional expertise, particularly Meta and TikTok. Creative strategy, audience segmentation, retargeting, pixel setup, and campaign structure are all evidenced concretely. Google Ads is cited but thin — the profile never demonstrates depth in search, shopping, or PMax, which the role requires equally."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "All experience is in DTC consumer-facing fashion/apparel/beverage brands (Reformation, Saturdays NYC, Oliver Cabell, Alala, Mott & Bow). Marketing Agencies listed as industry classification but no actual agency-side work evidenced.",
"rationale": "Modern PR serves consumer-facing brands, so the consumer DTC experience is genuinely relevant to the type of creative and audience work required. However, the agency model (managing multiple client accounts simultaneously at a boutique agency) is a distinct operating environment Ryan has not demonstrated. The 'Marketing Agencies' industry tag appears to be a classification artifact rather than real experience."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization; scaled spend from $20K to $250K–$300K at Mott & Bow; 'I owned full-funnel performance marketing across Meta, TikTok, Google, Pinterest, and MNTN.'",
"rationale": "Ryan is clearly a hands-on operator who personally builds, launches, tests, and optimizes campaigns. He consistently operated on lean teams without delegation. This is one of his strongest dimensions relative to the role's needs."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "Developing market-specific creative approaches, audience strategies, and testing frameworks; budget forecasting for sales initiatives; leveraging Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models.",
"rationale": "Strong evidence of strategic diagnosis, testing frameworks, international market expansion, and creative direction grounded in data. He translates business context into actionable campaign architecture — a clear signal of senior judgment."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools listed: Triple Whale, Northbeam, GA4, Canva, Excel/Sheets, Google Analytics. No Sprout Social, no PA11Y, no Propellant mentioned anywhere in the profile.",
"rationale": "Meta Ads Manager and TikTok Ads are implicitly confirmed. Google Ads is stated but undetailed. Sprout Social (measurement/reporting — an IMPORTANT tool) and PA11Y (content scheduling) are both absent. His analytics stack (Triple Whale, Northbeam) is DTC-brand-oriented, not agency reporting-oriented. Tool fit is meaningfully below role requirements."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "Leveraging Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models; scaled Alala to 2.5x ROAS within four months; maintained ~2.25x ROAS at Mott & Bow.",
"rationale": "Strong evidence of attribution modeling, ROAS/CPA tracking, performance iteration, and testing frameworks. The gap is that all measurement experience is in brand-side single-account contexts, not multi-client monthly reporting environments (which this role requires)."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred rate: $60/hr. At 15–20 hrs/week, this equals ~$3,600–$4,800/month — potentially within the $5,000/month budget ceiling, but at the high end. Has availability per Neon status.",
"rationale": "Rate is borderline — at 20 hrs/week it hits $4,800/month, just under budget. At any surge hours it exceeds the $5,000/month retainer. Availability is confirmed active. No timezone or onboarding timing concerns noted. Marginal fit."
}
},
"final_score_rationale": "Ryan's raw paid social capability — particularly on Meta and TikTok — is genuinely strong, and his hands-on execution track record across multiple DTC scale-ups is well documented. However, this role has three hard requirement failures that meaningfully suppress his score: (1) No agency-side multi-client experience (req_009, req_005) — every role in his profile is brand-side or single-brand contracting, and the operational reality of managing 20+ campaigns/month across a portfolio of clients is structurally different from what he's done; (2) Google Ads depth is shallow — mentioned at Garrett Leight and Oliver Cabell but never elaborated with campaign structure, spend levels, or performance outcomes, making it plausible but unproven at a senior level (req_002); (3) No evidence of AI/generative search awareness, Sprout Social proficiency, or agency reporting workflows. These gaps are significant because Modern PR needs someone who can independently run a multi-client agency book of business from day one — not a strong brand-side operator who would need to adapt. His functional expertise and execution quality are real assets, but the agency/multi-client hard requirement failure is disqualifying per the rubric.",
"evidence_snippets": [
"I owned full-funnel performance marketing across Meta, TikTok, Google, Pinterest, and MNTN, scaling monthly ad spend from approximately $30K to over $1M+",
"I managed large-scale paid social campaigns across Meta (Facebook and Instagram) and TikTok, optimizing complex account structures to improve efficiency and support revenue growth [Reformation]",
"Operating within a lean team, I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization",
"I turned the account profitable and scaled spend to over $100K/month while achieving a 2.5x ROAS within four months [Alala]",
"I increased monthly ad spend from approximately $20K to over $250K–$300K while maintaining target CPA [Mott & Bow]",
"leveraging platforms such as Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models",
"I led paid media and growth strategy for Oliver Cabell...scaling monthly ad spend from approximately $30K to over $1M+ while driving consistent, profitable growth...Operating within a lean team, I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization.",
"Meta confirmed across 6+ brands; TikTok confirmed at Reformation and Oliver Cabell; Google mentioned at Garrett Leight and Oliver Cabell but with no depth. No agency/multi-client environment evidence — all roles appear brand-side or single-client contracts."
],
"three_rs": {
"relevant": "7+ years of hands-on Meta and TikTok paid social execution with proven ability to scale budgets, build testing frameworks, and direct creative strategy for DTC consumer brands — directly transferable to Modern PR's paid social workload.",
"risks": "No demonstrated agency-side or multi-client portfolio management experience; Google Ads depth is unproven; no evidence of Sprout Social, AI/generative search awareness, or multi-client performance reporting workflows.",
"red_flags": "The 'Marketing Agencies' industry classification in Neon appears to be a tagging artifact — no actual agency role appears anywhere in his work history, which is a direct contradiction of the hard agency environment requirement (req_009)."
},
"match_reasons": [
{
"reason": "Proven Meta Ads senior execution across 6+ brands with 8-figure budget experience",
"evidence": "scaling monthly ad spend from approximately $30K to over $1M+ [Oliver Cabell]"
},
{
"reason": "TikTok Ads confirmed at Reformation and Oliver Cabell with creative-led strategy",
"evidence": "managed large-scale paid social campaigns across Meta and TikTok, optimizing complex account structures [Reformation]"
},
{
"reason": "Hands-on campaign builder and optimizer — not a delegator",
"evidence": "I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization"
},
{
"reason": "Strong creative strategy and audience segmentation capabilities",
"evidence": "developing content informed by a strong understanding of the 25–40 male, higher-income demographic"
},
{
"reason": "Attribution and measurement sophistication with Triple Whale, Northbeam, GA4",
"evidence": "leveraging Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models"
}
],
"hard_fail_reasons": [
"req_009 FAIL — Agency Environment: No agency-side experience is evidenced anywhere in the profile. All roles are brand-side (in-house or single-brand contractor). The role explicitly requires prior experience in a digital marketing agency managing multiple client accounts independently from day one.",
"req_005 FAIL — Multi-Client Campaign Management: No evidence of managing 20+ campaigns/month across a portfolio of multiple client accounts simultaneously. All campaign management was for individual brands.",
"req_002 RISK — Google Ads: Google Ads is mentioned at Garrett Leight and Oliver Cabell but no campaign depth, spend levels, or performance results are described, making senior-level Google Ads ownership unverified. Not a hard fail but a significant unresolved risk against a HARD requirement."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"passes_all_hard": true,
"score": 81,
"summary": "Garrison Yang is a seasoned growth and paid social marketer with exceptional depth in Meta/Facebook advertising, demonstrated Google Ads experience, and confirmed TikTok platform usage. His portfolio spans DTC ecommerce, fintech, health/wellness, and SaaS — with massive daily budgets ($100K–$200K/day at Calm, $100K/day at Upstart) and documented multi-platform campaign management across Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn. He managed 10+ advertiser accounts simultaneously in Facebook's Disruptors program, satisfying multi-client management. Strategy, audience segmentation, creative direction, and performance optimization are all well-evidenced. Key gaps: no explicit mention of TikTok Ads Manager hands-on campaign execution (platform listed in tools but not called out as a primary execution channel in case studies), no mention of Sprout Social, and his rate at $80/hr (~$13,800/month at 15–20 hrs/wk) is above the $5K/month retainer budget — a meaningful soft concern. No AI/generative search awareness is explicitly evidenced. Agency-side experience is indirect (Facebook Disruptors program managing client advertisers), but the multi-client, autonomous execution profile is strong.",
"synthesis_quote": "managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth... tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Meta: 'managed a daily Facebook advertising budget between $100,000 to $200,000' at Calm; 'scaled to $100,000 per day' at Upstart. Google: listed in tools (Search Ads 360, Kenshoo, Google Analytics). TikTok: listed in tools and mentioned in Hint engagement ('Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'). Multi-client: 'leading a team that managed advertising campaigns for over 10 advertisers' via Facebook Disruptors. Budget: $80/hr rate vs $5K/month retainer is a gap.",
"rationale": "Meta and multi-platform execution are exceptionally well-evidenced. TikTok is confirmed as a used platform at Hint but lacks standalone TikTok Ads Manager campaign case-study depth. Google Ads is inferred via tools (Search Ads 360) and cross-channel references but not explicitly called out in case studies as a primary execution channel. Agency-environment experience is present via Facebook Disruptors program managing 10+ advertisers. Rate at $80/hr significantly exceeds the $5K/month retainer (which maps to ~$62/hr at 20 hrs/wk), creating a budget mismatch risk. Seniority and autonomous execution are well-demonstrated."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "'leading a team that managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million'; 'Rothy's and Curology achieving 200-300% year-over-year growth'; 'ad creative tests, designing user acquisition funnels, and optimizing web and app acquisition strategies'; 'campaign structure & budgeting, bidding optimization, retargeting, scaling ad spend' in skills list.",
"rationale": "Garrison demonstrates exceptional paid social functional depth — creative strategy, audience segmentation, campaign architecture, funnel design, and performance optimization are all evidenced with concrete outcomes across multiple high-profile clients. Skills taxonomy further confirms breadth (A/B testing, creative recommendations, customer segmentation, campaign structure & budgeting). Minor deduction for limited explicit Google Ads and TikTok Ads standalone depth."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "'Marketing Agencies' listed in industries classification; DTC ecommerce brands (Hint, Clif, Rothy's, Curology, ThredUP); consumer-facing brands across health, fitness, fintech, beauty; both B2B (SurveyMonkey) and B2C audiences confirmed.",
"rationale": "Strong consumer-facing brand experience across multiple DTC verticals directly relevant to Modern PR's client base. 'Marketing Agencies' is listed as an industry, and the Facebook Disruptors program functionally mirrors agency multi-client management. However, no explicit boutique PR/social agency employment history is cited — the closest analog is the Disruptors program. Consumer audience relevance is excellent."
},
"hands_on_execution": {
"score": 87,
"weight": 15,
"evidence": "'managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000'; 'scaled to $100,000 per day' (Upstart Facebook budget); 'spearheaded a re-engagement campaign that integrated email marketing with paid social media, successfully reclaiming 20% of churned users'; 'launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos' (Nike).",
"rationale": "Garrison is clearly a hands-on executor — daily budget management at massive scale, personal creative testing, funnel design, and campaign optimization are all evidenced. The Nike creative test across 32,000 videos and Calm's $100–200K/day management confirm deep personal execution, not just oversight. Small deduction for some case studies being written in third-person with agency-style framing that slightly blurs direct vs. team execution."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "'signal segmentation, which improved the quality of credit applicants' (Upstart); 'integrated email marketing with paid social media, successfully reclaiming 20% of churned users' (Curology); 'creating seamless funnels and compelling user experiences that effectively convert by setting context, establishing relevance, building affinity, and driving urgency'; 'refined the company's full-funnel acquisition strategy' (SurveyMonkey).",
"rationale": "Strong strategic thinking evidenced: full-funnel architecture, cross-channel integration, segmentation strategy, and audience-to-product-channel fit philosophy. Multiple examples of diagnosing problems and translating them into structured campaigns with measurable results. Well above average for strategic judgment."
},
"tool_platform_fit": {
"score": 75,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, Search Ads 360, AdEspresso, AdRoll, Doubleclick, Kenshoo, Looker, Tableau, Segment, Heap. No Sprout Social. No PA11Y.",
"rationale": "Excellent breadth of paid social and analytics tools. Meta Ads Manager is a core competency. TikTok confirmed. Google Ads ecosystem inferred via Search Ads 360, Kenshoo, Doubleclick. Programmatic tools (AdRoll, Doubleclick) partially satisfy Propellant nice-to-have. Critical gaps: no Sprout Social (important for this role's reporting workflow) and no PA11Y. Reporting tools (Looker, Tableau) are strong analogs but not the specific tools used by Modern PR."
},
"measurement_optimization": {
"score": 84,
"weight": 6,
"evidence": "'reduction in the net cost per lead by an estimated 10%... expanded the volume of leads generated by 150%' (SurveyMonkey); '200% year-over-year growth for the years 2019 and 2020' (Calm); 'positive incremental return on ad spend following user re-subscription' (Curology); 'Report building and analysis' in skills; Looker, Tableau, Google Analytics in tools.",
"rationale": "Multiple concrete performance outcomes cited across clients with specific metrics (CPL reduction, YoY growth percentages, ROAS). Strong analytics tooling (Looker, Tableau, Segment, Heap). Skills include 'campaign optimization & attribution', 'testing framework', 'A/B testing'. Monthly reporting for two clients is well within demonstrated capability. Minor deduction: no explicit mention of structured monthly client reporting deliverables."
},
"availability_budget_fit": {
"score": 50,
"weight": 4,
"evidence": "Preferred rate: $80/hr. Role budget: $5,000/month retainer (~$62/hr at 20 hrs/wk or ~$83/hr at 15 hrs/wk). Location: Monroe, WA (Pacific timezone — compatible with US-based client). has_availability: true.",
"rationale": "Geographic timezone fit is good (Pacific, US-based). Availability is confirmed. However, $80/hr rate creates a meaningful budget tension against the $5K/month retainer — at the minimum engagement hours (15 hrs/wk), the math slightly overshoots ($80 × 15 × 4.3 = ~$5,160/month), and at 20 hrs/wk it would be ~$6,880/month. The role budget is classified as HARD at $5K/month. This is a real risk that warrants flagging, though rate negotiation is possible."
}
},
"final_score_rationale": "Garrison Yang is a strong candidate whose score is driven primarily by exceptional Meta Ads execution depth (daily budgets of $100K–$200K, 200–300% YoY client growth), proven multi-client management (10+ advertisers in Facebook Disruptors), and broad paid social platform breadth including TikTok. His strategic judgment, creative direction capability, and measurement sophistication all align well with Modern PR's need for a senior, autonomous executor. The main score penalties are: (1) TikTok Ads lacks a dedicated case study — it appears as a used platform at Hint but is not the hero of any engagement; (2) Google Ads is inferred but not explicitly featured in case studies; (3) No Sprout Social experience evidenced, a key reporting tool for this role; (4) No explicit AI/generative search awareness stated (an IMPORTANT requirement); (5) The $80/hr rate meaningfully exceeds the $5K/month retainer budget (HARD requirement), though at minimum hours it's borderline. No hard fails are triggered — TikTok and Google are confirmed platforms in his stack, multi-client management is evidenced, and seniority is unambiguous — but the budget rate tension and tool gaps prevent a higher score.",
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020",
"leading a team that managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million... Rothy's and Curology achieving 200-300% year-over-year growth",
"tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn (Hint engagement)",
"scaled [Upstart's] Facebook advertising budget to $100,000 per day... implementation of signal segmentation, which improved the quality of credit applicants",
"launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos (Nike North America Performance Marketing)",
"reduction in the net cost per lead by an estimated 10%... expanded the volume of leads generated by 150% (SurveyMonkey B2B lead gen)",
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth... tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn",
"Meta: 'managed a daily Facebook advertising budget between $100,000 to $200,000' at Calm; 'scaled to $100,000 per day' at Upstart. Google: listed in tools (Search Ads 360, Kenshoo, Google Analytics). TikTok: listed in tools and mentioned in Hint engagement ('Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'). Multi-client: 'leading a team that managed advertising campaigns for over 10 advertisers' via Facebook Disruptors. Budget: $80/hr rate vs $5K/month retainer is a gap."
],
"three_rs": {
"reach": "Garrison has managed $200M+ in collective annual ad spend across 10+ advertiser accounts, with individual client daily budgets up to $200K — far exceeding Modern PR's ~$30K–$40K/month spend. Reach and scale are not a concern.",
"relevance": "Strong relevance to consumer-facing DTC brands (health, fitness, beauty, food, fintech) which maps well to Modern PR's client base. Multi-client paid social management via Facebook Disruptors mirrors an agency environment. TikTok, Meta, and programmatic are all confirmed. Gaps exist in TikTok-specific depth and Sprout Social familiarity.",
"rate": "At $80/hr, Garrison's rate is above the $5K/month retainer at 20 hrs/wk (~$6,880/month) and borderline at 15 hrs/wk (~$5,160/month). This is a meaningful friction point given the role has a HARD $5K/month budget. Rate negotiation or scope alignment would be needed."
},
"match_reasons": [
{
"reason": "Exceptional Meta Ads execution depth",
"evidence": "Managed $100K–$200K/day Facebook budget at Calm, drove 200% YoY growth; $100K/day at Upstart"
},
{
"reason": "Proven multi-client, large-scale paid campaign management",
"evidence": "Led 10+ advertiser accounts with $200M+ collective annual spend via Facebook Disruptors program"
},
{
"reason": "TikTok confirmed as active execution platform",
"evidence": "Hint engagement: 'tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'"
},
{
"reason": "Senior autonomous executor — no hand-holding needed",
"evidence": "Managed strategy, creative testing, audience segmentation, and full-funnel optimization independently across all engagements"
},
{
"reason": "Strong measurement and performance reporting",
"evidence": "CPL reduction 10% + 150% lead volume growth (SurveyMonkey); ROAS tracking and incremental attribution (Curology); tools: Looker, Tableau, Google Analytics"
},
{
"reason": "Consumer-facing brand and agency-adjacent experience",
"evidence": "DTC clients: Calm, Hint, Clif, Rothy's, Curology, ThredUP; 'Marketing Agencies' listed as industry classification"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "cameron_rzonca_at_gmail_com",
"email": "cameron.rzonca@gmail.com",
"name": "Cameron Rzonca",
"passes_all_hard": false,
"score": 59,
"summary": "Cameron Rzonca presents an impressive paid social background with notable brand-name experience (adidas, Pella, Hasbro) and clear fluency in Meta and TikTok. However, a critical HARD requirement gap exists: there is no credible evidence of Google Ads hands-on experience. His tool set lists Google Analytics but not Google Ads, and no work history entry references running Google Ads campaigns. Additionally, the profile has a notable overlap/timeline inconsistency (Pella and Hasbro roles share the exact same date range and are listed alongside adidas as \"Present\"), raising concerns about accuracy. The profile also lacks agency environment experience in the traditional multi-client retainer sense — most roles are in-house or direct brand engagements. His paid social chops on Meta and TikTok are strong, and Sprout Social is listed as a tool, but the Google Ads gap is a hard fail that cannot be overlooked for this role.",
"synthesis_quote": "Budgets average roughly 6mm/quarter on TikTok, Meta, Snap, Reddit, and Pinterest... reduced CPL from over $500 to under $100 for both the Masterbrand and Replacement business units... navigating complex advertising guidelines on platforms like Meta and Google [Ads not confirmed in tool list or campaign specifics].",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Meta: strong (adidas, Pella, Hasbro, Aspen campaigns clearly described). TikTok: strong (multiple roles). Google Ads: absent — tool list shows 'Google Analytics' only; no work history entry specifies running Google Ads campaigns. Agency multi-client experience: weak — most roles are in-house brand-side. Multi-client campaign management at 20+/month: plausible but not explicitly stated.",
"rationale": "Two of three HARD channel requirements (Meta, TikTok) are well-evidenced. Google Ads (req_002) is a hard fail — no concrete evidence anywhere in the profile. Agency autonomous execution (req_009) is also questionable as most experience is in-house. These gaps suppress this score significantly."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "'Managed a 35M budget balancing between performance and brand marketing' | 'reduced CPL from over $500 to under $100' | 'Drove 3,000 homeowner leads at a cost of $36/lead' | 'Led paid social for Hasbro across brands like Monopoly and Play-Doh'",
"rationale": "Deep paid social expertise on Meta and TikTok is clearly demonstrated with quantified results. Audience segmentation, full-funnel execution, and BLS/CLS measurement show functional depth. Score is capped because Google Ads — a required third channel — is absent, limiting the functional coverage this role demands."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "'Marketing Agencies' listed as an industry | Madwire (small business marketing, social media department) | Local Businesses, Ecommerce, Consumer Packaged Goods all in classifications | 'began career in small business marketing, leading the social media department at Madwire'",
"rationale": "Cameron has consumer-brand experience at scale (adidas, Hasbro, Cheesecake Factory) and small business/local business exposure through Madwire, which aligns with a consumer-facing boutique agency. However, most senior experience is in-house for large brands, not managing multi-client agency portfolios. Partial relevance."
},
"hands_on_execution": {
"score": 70,
"weight": 15,
"evidence": "'Led creative and strategy for adidas x Reddit AMA series' | 'I led a team of 5 in planning and executing lead generation and brand awareness strategies' | 'Built campaigns around 24/7 support, 95% cost savings' | 'Drove 3,000 homeowner leads at a cost of $36/lead'",
"rationale": "Cameron demonstrates hands-on execution in paid social — building campaigns, optimizing CPL, directing creative. However, Director-level roles involve managing teams of 5–10, which raises questions about how much is personal execution vs. delegation. For a 15-20 hr/week operator role, some concern exists that he may be more of a team lead than a solo executor."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "'Pivoted from awareness to lead gen strategy, boosting lead flow and close rates for franchises across the US' | 'Success was measured using BLS and CLS, with results consistently surpassing benchmarks' | 'Improved close rate of leads by 25% for roofing company through CRM development and AI implementation'",
"rationale": "Strong evidence of strategic judgment — pivoting between funnel stages, balancing performance vs. brand spend, and using lift studies to validate decisions. AI/generative awareness is present through his Craft Digital AI role. Solid score for strategy dimension."
},
"tool_platform_fit": {
"score": 50,
"weight": 8,
"evidence": "Tools listed: 'Canva, Facebook, Google Analytics, Hootsuite, Instagram, Photoshop, Pinterest, Snapchat, Sprout Social, TikTok, Twitter' | Google Ads NOT listed | No mention of TikTok Ads Manager specifically | Sprout Social is confirmed",
"rationale": "Sprout Social is a positive match. Facebook/Meta Ads Manager implied by work history. TikTok Ads implied by campaigns. However, Google Ads platform is conspicuously absent from both tool list and work history. No mention of PA11Y. Tool coverage is partial for this role's stack."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "'reduced CPL from over $500 to under $100' | 'Drove brand lift measured by the Meta Partner BLS study: +2 points Intent to purchase, +4 Points Ad Recall' | 'Improved close rate of leads by 25%' | 'Success was measured using BLS and CLS, with results consistently surpassing benchmarks'",
"rationale": "Strong measurement orientation — CPL optimization, brand lift studies, conversion tracking, and CRM-informed optimization are all clearly evidenced. Monthly performance reporting for clients is not explicitly described but implied by the Director-level roles."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $60/hr | has_availability: true | Location: Timnath, Colorado (Mountain Time) | $60/hr × 15-20 hrs/week = $900–$1,200/week or ~$3,900–$5,200/month",
"rationale": "At $60/hr and 15-20 hours/week, monthly cost ranges from ~$3,900 to $5,200, which is near the $5,000/month retainer budget ceiling. Technically feasible but tight. Colorado/Mountain Time is compatible with most US agency operations. Availability is marked true."
}
},
"final_score_rationale": "Cameron's score is primarily held down by the hard fail on Google Ads (req_002), which is a HARD requirement and for which there is zero credible evidence in the profile — Google Analytics appears in his tools but not Google Ads, and no campaign narrative mentions it. This single gap is disqualifying under the role's strict requirement. Secondary score penalties come from the agency multi-client environment requirement (most experience is in-house for large brands), Director-level delegation concerns for a solo operator role, and the absence of explicit multi-client campaign management at the 20+/month scale. On the positive side, Cameron's Meta and TikTok expertise is strong and well-evidenced, his measurement rigor (BLS/CLS, CPL optimization) is impressive, Sprout Social is confirmed, and his AI awareness through Craft Digital is a genuine plus. But the Google Ads hard fail cannot be overcome by strengths elsewhere.",
"evidence_snippets": [
"Budgets average roughly 6mm/quarter on TikTok, Meta, Snap, Reddit, and Pinterest.",
"Reduced CPL from over $500 to under $100 for both the Masterbrand and Replacement business units [Pella].",
"Drove 3,000 homeowner leads at a cost of $36/lead. Campaigns still live and used today.",
"Tools listed: Canva, Facebook, Google Analytics, Hootsuite, Instagram, Photoshop, Pinterest, Snapchat, Sprout Social, TikTok, Twitter — Google Ads is NOT listed.",
"Led marketing at Craft Digital AI LLC, promoting AI voice agents, texting, and chatbots... Improved close rate of leads by 25% for roofing company through CRM development and AI implementation.",
"Began career in small business marketing, leading the social media department at Madwire and developing scalable paid social campaigns and content strategies for hundreds of local businesses.",
"Budgets average roughly 6mm/quarter on TikTok, Meta, Snap, Reddit, and Pinterest... reduced CPL from over $500 to under $100 for both the Masterbrand and Replacement business units... navigating complex advertising guidelines on platforms like Meta and Google [Ads not confirmed in tool list or campaign specifics].",
"Meta: strong (adidas, Pella, Hasbro, Aspen campaigns clearly described). TikTok: strong (multiple roles). Google Ads: absent — tool list shows 'Google Analytics' only; no work history entry specifies running Google Ads campaigns. Agency multi-client experience: weak — most roles are in-house brand-side. Multi-client campaign management at 20+/month: plausible but not explicitly stated."
],
"three_rs": {
"reach": "Cameron has worked across high-visibility consumer brands including adidas, Hasbro, Cheesecake Factory, and Pella — with budgets reaching $35M+, indicating broad reach capacity.",
"relevance": "His paid social experience on Meta and TikTok is highly relevant, and Sprout Social proficiency aligns with the tool stack. However, Google Ads absence and primarily in-house (not agency) background reduce direct relevance to this role.",
"results": "Strong quantified results: CPL reduced from $500+ to under $100 at Pella; 3,000 homeowner leads at $36/lead; +4 pts Ad Recall via BLS; 25% close rate improvement at Craft Digital AI."
},
"match_reasons": [
{
"reason": "Strong Meta Ads experience with quantified CPL and brand lift results across multiple brands (adidas, Pella, Hasbro, Aspen)",
"evidence": "Reduced CPL from over $500 to under $100; Drove brand lift: +4 Points Ad Recall via Meta Partner BLS study"
},
{
"reason": "TikTok Ads experience confirmed across multiple senior roles",
"evidence": "Managed campaigns across Meta, TikTok, and YouTube for Hasbro; TikTok included in adidas quarterly $6M+ budget"
},
{
"reason": "Sprout Social is listed as a confirmed tool, matching the agency's reporting stack",
"evidence": "Tools list includes Sprout Social"
},
{
"reason": "AI/generative search awareness present through current Craft Digital AI role",
"evidence": "Led marketing at Craft Digital AI LLC, promoting AI voice agents; built campaigns around enterprise AI (ChatGPT, Claude)"
},
{
"reason": "Strong measurement and optimization discipline with BLS, CLS, and CPL tracking",
"evidence": "Success was measured using BLS and CLS, with results consistently surpassing benchmarks"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_002 (Google Ads): No evidence of hands-on Google Ads campaign management anywhere in the profile. 'Google Analytics' appears in the tool list, but Google Ads does not. No work history entry describes running Google Ads campaigns. This is a required channel per the role brief and classified requirements.",
"PARTIAL CONCERN — req_009 (Agency Environment / Autonomous Multi-Client Execution): Most senior experience is in-house brand-side (adidas, Pella, Hasbro) or AI startup, not managing multiple client accounts in a boutique agency context. The early Madwire role is the only clear agency reference and is not described in detail."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kcharettejobs_at_gmail_com",
"email": "kcharettejobs@gmail.com",
"name": "Kevin Charette",
"passes_all_hard": false,
"score": 25,
"summary": "Kevin Charette is classified as a Growth Marketer and Paid Social Media Marketer on MarketerHire, but his profile is extremely thin. There is no bio, no detailed work history narrative, and no demonstrated experience with TikTok Ads — a hard requirement for this role. His tools list is dominated by analytics, CRO, and B2B SaaS stack (Salesforce, HubSpot, Heap, Looker, SQL) with no mention of Meta Ads Manager, Google Ads, or TikTok Ads platforms. The only paid media evidence is a single line at Skan (\"Managing a 50k monthly budget across LinkedIn, Facebook and Paid Search\") and a similar one at Firm360 (\"Managed ad spend across Meta, Google and LinkedIn\"). TikTok is entirely absent. His industry footprint is B2B SaaS/Software & Tech, which is misaligned with Modern PR's consumer-facing brand clients. There is no evidence of agency experience, multi-client campaign management, performance reporting, or audience segmentation work at the depth required. At $75/hr (~$6,000/month for 20 hrs/week), he is also above the $5,000/month budget ceiling. Overall, Kevin fails multiple hard requirements and is not a viable candidate for this role.",
"synthesis_quote": "Managing a 50k monthly budget across LinkedIn, Facebook and Paid Search (Bing, Google) — Skan; Managed ad spend across Meta, Google and LinkedIn — Firm360",
"weighted_scores": {
"hard_requirements_fit": {
"score": 18,
"weight": 25,
"evidence": "Meta/Google touched at Skan and Firm360 in one-line mentions; TikTok Ads completely absent from profile; no agency or multi-client evidence",
"rationale": "Two of the seven HARD requirements fail outright: TikTok Ads (req_003) is absent, and agency/multi-client management (req_005, req_009) has no supporting evidence. Meta and Google are mentioned but only in sparse single-line entries with no depth, architecture, or reporting detail. Seniority and autonomous execution are unverifiable without a bio or narrative."
},
"functional_expertise": {
"score": 28,
"weight": 20,
"evidence": "Skills list focuses on ABM, CRO, analytics implementation, GTM strategy, SQL — not paid social depth; paid media mentioned only in two brief lines",
"rationale": "Kevin's listed skills are predominantly B2B growth and analytics-oriented, not paid social. The one-line paid media references lack any detail on campaign architecture, creative direction, audience segmentation, or optimization methodology. No TikTok experience visible at all. Functional depth in paid social is weak."
},
"industry_audience_relevance": {
"score": 20,
"weight": 12,
"evidence": "Industries: Software & Tech; audiences: Businesses (B2B); subindustries: SaaS, FinTech, AI — all B2B; Modern PR serves consumer-facing brands",
"rationale": "Kevin's entire industry and audience profile is B2B SaaS/Tech. Modern PR is a boutique agency serving consumer-facing brands (B2C/DTC). This is a significant mismatch in audience type, buying motion, and creative strategy. No consumer brand or agency experience is evident."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "Managing a 50k monthly budget across LinkedIn, Facebook and Paid Search — Skan; Managed ad spend across Meta, Google and LinkedIn — Firm360",
"rationale": "There is minimal hands-on execution evidence and it is extremely thin — two one-line references. No detail on campaign build, creative testing, audience segmentation, or reporting outputs. Multiple simultaneous roles (7 current clients) may indicate shallow involvement per client. TikTok execution is entirely absent."
},
"strategy_and_judgment": {
"score": 35,
"weight": 10,
"evidence": "GTM - Strategy and Cross-channel strategy listed as skills; no narrative or case study evidence to substantiate strategic thinking in paid social",
"rationale": "While GTM strategy is listed as a skill, there is no bio, no case study, and no evidence of paid social campaign strategy, audience planning, or creative judgment. The profile cannot be scored highly on strategy without substantive evidence."
},
"tool_platform_fit": {
"score": 15,
"weight": 8,
"evidence": "Tools listed: Google Analytics, GTM, Looker, Tableau, HubSpot, Salesforce, Heap, Hotjar — no Meta Ads Manager, Google Ads, TikTok Ads, Sprout Social, or PA11Y",
"rationale": "Kevin's tool stack is analytics/CRO/B2B SaaS-oriented. None of the role's core platforms (Meta Ads Manager, TikTok Ads, Sprout Social, PA11Y) appear. Google Ads is referenced only in job descriptions, not in tools. Tool fit is very poor for this role."
},
"measurement_optimization": {
"score": 40,
"weight": 6,
"evidence": "Analytics implementation, Data analytics, Google Analytics, Looker, Tableau listed; CRO and A/B testing skills present",
"rationale": "Kevin does show analytics and measurement capability in a general sense (GA, Looker, Tableau, CRO), but this is in a B2B SaaS/web analytics context. There is no evidence of paid social campaign reporting, monthly client deliverables, or performance iteration on ad campaigns."
},
"availability_budget_fit": {
"score": 30,
"weight": 4,
"evidence": "Preferred hourly rate: $75/hr; at 20 hrs/week that equates to ~$6,000/month, exceeding the $5,000/month retainer budget",
"rationale": "At $75/hr and 15-20 hrs/week, Kevin would cost $4,500–$6,000/month. The upper end exceeds the $5,000/month budget. Additionally, he currently has 7+ simultaneous active engagements, raising serious availability and bandwidth concerns for dedicated client service."
}
},
"final_score_rationale": "Kevin Charette's score is driven down primarily by three critical failures: (1) TikTok Ads experience is completely absent from his profile — a hard requirement; (2) no agency or multi-client campaign management evidence exists anywhere; and (3) his tool stack, industry background, and audience focus are all oriented toward B2B SaaS, not consumer-facing paid social. The thin one-line references to Meta/Google at Skan and Firm360 prevent a zero in paid media, and his general analytics capability provides a small lift in measurement. However, the combination of hard requirement failures, misaligned industry/audience, missing platform evidence, and an above-budget rate result in a low overall score. He is not a viable candidate for this role.",
"evidence_snippets": [
"Managing a 50k monthly budget across LinkedIn, Facebook and Paid Search (Bing, Google) — Skan (2025-08-01–Present)",
"Managed ad spend across Meta, Google and LinkedIn — Firm360 (2025-08-01–Present)",
"Skills: Account-Based Marketing (ABM), CRO, Analytics implementation, SQL, GTM - Strategy — no paid social-specific skills listed",
"Tools: Google Analytics, Heap, Looker, Tableau, Salesforce, HubSpot — no Meta Ads Manager, TikTok Ads, Sprout Social, or PA11Y",
"Industries: Software & Tech; audiences: Businesses (B2B); subindustries: SaaS, FinTech, AI",
"Preferred hourly pay rate: $75/hr; 7+ simultaneous active Growth Marketer engagements as of mid-2026",
"Managing a 50k monthly budget across LinkedIn, Facebook and Paid Search (Bing, Google) — Skan; Managed ad spend across Meta, Google and LinkedIn — Firm360",
"Meta/Google touched at Skan and Firm360 in one-line mentions; TikTok Ads completely absent from profile; no agency or multi-client evidence"
],
"three_rs": {
"role_fit": "Poor — Kevin's classification includes 'Paid Social Media Marketer' but his actual profile evidence does not support senior paid social depth. TikTok is absent, tool stack is analytics/B2B-oriented, and no agency/multi-client work is demonstrated.",
"red_flags": "Seven simultaneous active client engagements raise availability concerns; no bio to contextualize experience; TikTok Ads entirely absent; B2B SaaS industry focus misaligned with consumer-brand agency; rate likely exceeds budget ceiling.",
"risks": "Would require significant onboarding given no TikTok experience; no evidence of consumer-facing campaign management; thin profile makes it impossible to verify seniority or autonomous execution claims."
},
"match_reasons": [],
"hard_fail_reasons": [
"req_003 (TikTok Ads — HARD): TikTok Ads is completely absent from Kevin's profile, tools list, and all work history entries. This is an unambiguous hard requirement failure.",
"req_005 (Multi-Client Campaign Management — HARD): No evidence of managing 20+ campaigns/month across multiple client accounts. Work history entries are single-line with no campaign volume or multi-client context.",
"req_009 (Agency Environment — Autonomous Execution — HARD): No prior agency experience is documented anywhere in the profile. All engagements appear to be direct-client growth marketer roles, not agency-side multi-client service.",
"req_008 (Budget — $5,000/month — HARD): At $75/hr for 15–20 hrs/week, Kevin's implied cost is $4,500–$6,000/month, with the likely working rate exceeding the $5,000/month retainer ceiling."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "pgibson_growth_at_gmail_com",
"email": "pgibson.growth@gmail.com",
"name": "Pat Gibson",
"passes_all_hard": false,
"score": 59,
"summary": "Pat Gibson is a strong paid media operator with over $200M in managed spend across Meta, Google, TikTok, and Reddit, and an impressive multi-client, multi-platform track record. He clearly satisfies the Meta Ads and Google Ads hard requirements and demonstrates genuine seniority through autonomous fractional/CMO-level engagements. His TikTok ads experience is referenced but thin in proof of dedicated campaign ownership. The most significant hard-fail risk is the absence of explicit multi-client agency environment experience at the scale described (20+ campaigns/month across a portfolio), and no mention of TikTok Ads as a dedicated, deeply owned channel with campaign-level results. Additionally, his stated rate of $100/hr (~$6,000–$8,000/month at 15–20 hrs/week) likely exceeds the $5,000/month retainer budget, which is a HARD budget requirement. No evidence of Sprout Social or PA11Y. Strong on creative strategy, optimization, and measurement; weaker on the agency-side multi-client reporting and TikTok depth.",
"synthesis_quote": "Growth Marketer with over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit... I specialize in driving scalable growth through user acquisition and revenue optimization for e-commerce, D2C brands and apps.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 52,
"weight": 25,
"evidence": "Meta and Google Ads confirmed across multiple roles; TikTok mentioned but results are sparse; no multi-client agency environment explicitly shown; rate of $100/hr likely exceeds $5,000/month retainer budget at 15-20 hrs/week; performance reporting for multiple clients not explicitly shown at agency scale.",
"rationale": "Pat satisfies Meta (req_001) and Google (req_002) hard requirements with strong evidence. TikTok (req_003) is listed in his bio and a couple of roles but lacks the depth of campaign-level proof expected for a hard requirement. Seniority (req_004) is plausible given fractional CMO roles. Multi-client campaign management (req_005) is partially evidenced but not at the 20+ campaigns/month agency scale. Audience segmentation (req_006) is well-evidenced. Performance reporting (req_007) is implied but not explicitly proven for multi-client monthly reporting. Budget hard requirement (req_008) likely fails — $100/hr × 15-20 hrs = $1,500-$2,000/week or $6,000-$8,000/month, exceeding the $5,000/month ceiling. Agency autonomous execution (req_009) is supported by fractional roles but not agency-side client services. Two hard requirements (budget, TikTok depth, agency environment) are at risk, suppressing this score significantly."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Managed $200M+ in paid media spend across Meta, Google, TikTok, Reddit; reduced CPA by 25%+ on Meta and 33% on Google for Beyond ADHD; launched emotional-first creative testing frameworks on Meta; owned media buying, creative strategy, CRO, funnel optimization.",
"rationale": "Pat's functional expertise in paid social and paid search is strong and specific. He demonstrates campaign architecture, creative strategy/direction, CPA optimization, and audience targeting across multiple platforms. The depth is real but skewed toward Meta and Google; TikTok results are thinner. This is genuine senior-level paid media expertise, earning a strong score despite some gaps."
},
"industry_audience_relevance": {
"score": 68,
"weight": 12,
"evidence": "Industries include Marketing Agencies, Ecommerce, Apps, Local Businesses; worked with consumer brands like Jameson, P.F. Chang's, Coach Kel, Maple DTC telehealth; Fast Fit Sports in Saudi Arabia (multi-location fitness clubs).",
"rationale": "Pat has meaningful B2C and consumer brand experience relevant to a boutique agency serving consumer-facing brands. His agency industry classification and multi-client fractional work are relevant. However, his profile skews toward app/DTC/tech rather than the broader consumer PR/agency context Modern PR operates in. Partial relevance earns a plausible-to-strong score."
},
"hands_on_execution": {
"score": 84,
"weight": 15,
"evidence": "Owned media buying, creative strategy, CRO, funnel optimization, reporting and performance across Meta, Google, TikTok for Beyond ADHD; dropped cost per Wishlist by 40% through structured creative tests on Meta for SONGBOY; launched Meta campaigns for Coach Kel, beat CAC targets by 2x.",
"rationale": "Pat is clearly a hands-on operator, not a delegator. He builds, tests, optimizes, and reports personally across multiple concurrent fractional engagements. Evidence of specific numerical outcomes from his own execution is strong across multiple roles. Score is high, with minor deduction for some ambiguity on whether creative production (video) is done personally or directed."
},
"strategy_and_judgment": {
"score": 78,
"weight": 10,
"evidence": "Built Luma AI's first structured Meta creative testing framework; developed KPI setup and early acquisition strategy for SONGBOY; restructured Meta/Google campaigns and aligned marketing with sales targets for Fast Fit Sports; led creative QA and concept refinement to improve first-second clarity.",
"rationale": "Pat demonstrates genuine strategic thinking — building testing frameworks, KPI architecture, funnel prioritization, and creative direction. His work spans diagnosis (account audits), planning (launch strategy), and iteration (A/B testing). Solid evidence of translating business goals into paid media plans. Slight deduction because much of the strategy evidence is around creative testing rather than holistic multi-client campaign architecture."
},
"tool_platform_fit": {
"score": 48,
"weight": 8,
"evidence": "Tools listed: AdRoll, Canva, Google Analytics, Excel/Sheets, CRMs (Salesforce, HubSpot), Ecommerce tools; Meta Ads Manager and Google Ads implied throughout; no mention of Sprout Social, PA11Y, or TikTok Ads Manager explicitly.",
"rationale": "Meta Ads and Google Ads are clearly used throughout his work history. TikTok Ads Manager is referenced but not listed as a named tool. Critically, there is no evidence of Sprout Social (reporting tool used by the agency), PA11Y (content scheduling), or any programmatic platforms. Tool fit is partial at best — he has the core ad platforms covered but misses the agency's specific reporting and scheduling stack entirely."
},
"measurement_optimization": {
"score": 80,
"weight": 6,
"evidence": "Reduced CPA from $16 to $12 on Meta (25%) and $24 to $16 on Google (33%) for Beyond ADHD; dropped cost per Wishlist by 40% through structured creative tests; introduced creative testing frameworks designed to improve CTR by 20-30%; built unified performance dashboards for Fast Fit Sports.",
"rationale": "Pat owns measurement and optimization with specific, quantified results across multiple clients. He builds dashboards, tracks KPIs, runs A/B tests, and iterates on creative performance. This is a genuine strength, well-evidenced with concrete percentage improvements."
},
"availability_budget_fit": {
"score": 35,
"weight": 4,
"evidence": "Preferred hourly pay rate: $100/hr; has availability: true; location: Columbus, Ohio (ET timezone); role requires 15-20 hrs/week at $5,000/month retainer.",
"rationale": "Pat's $100/hr rate at 15-20 hrs/week translates to approximately $6,000-$8,000/month — meaningfully above the $5,000/month HARD retainer budget. Availability is confirmed, and his US Eastern timezone works well for an ASAP start. The rate mismatch is a structural problem for this budget-hard requirement, though some negotiation may be possible given the retainer framing."
}
},
"final_score_rationale": "Pat Gibson's raw paid media expertise is genuinely strong — $200M+ managed spend, multi-platform experience (Meta, Google, TikTok), hands-on execution with quantified CPA and ROAS outcomes, and a creative testing fluency that aligns well with what Jennifer is looking for. His functional and execution scores are high and well-deserved. However, three structural issues suppress his overall score significantly: (1) His $100/hr rate likely exceeds the $5,000/month HARD retainer budget by 20-60%, depending on hours worked — this is a meaningful hard-fail risk. (2) TikTok Ads is mentioned but not deeply evidenced with campaign-level ownership and results the way Meta and Google are — for a HARD requirement, this is concerning. (3) No Sprout Social or PA11Y evidence, and his multi-client agency environment experience is fractional/startup-skewed rather than agency-side client services. The AI/generative search awareness (req_010) is at least plausible given his work with Luma AI and Gamma AI, but not explicitly called out. His overall score of 71 reflects a strong paid media operator who may not fully meet the budget constraint and has some platform depth gaps on TikTok that prevent a stronger recommendation without clarification.",
"evidence_snippets": [
"Growth Marketer with over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit.",
"Owned media buying, creative strategy, CRO, funnel optimization, reporting and performance across Meta, Google, TikTok for Beyond ADHD paid media campaigns — Reduced CPA targets by over 25% on Meta from $16 to $12 and from $24 CPA on Google down to $16 (33% decrease).",
"Dropped cost per Wishlist metrics by 40% through structured Creative tests on Meta [for SONGBOY].",
"Built and launched Luma AI's first structured Meta creative testing framework focused on rapid message validation and iteration speed.",
"Fractional CMO leading paid media, funnel optimization, and analytics across 11 fitness clubs in Saudi Arabia. Responsible for restructuring Meta/Google campaigns, improving lead quality and intro bookings... building unified performance dashboards.",
"Launched Meta campaigns [for Coach Kel], beat CAC targets by 2x, and drove 4+ ROAS using an emotional-first creative testing framework.",
"Growth Marketer with over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit... I specialize in driving scalable growth through user acquisition and revenue optimization for e-commerce, D2C brands and apps.",
"Meta and Google Ads confirmed across multiple roles; TikTok mentioned but results are sparse; no multi-client agency environment explicitly shown; rate of $100/hr likely exceeds $5,000/month retainer budget at 15-20 hrs/week; performance reporting for multiple clients not explicitly shown at agency scale."
],
"three_rs": {
"relevant": "Deep Meta and Google Ads hands-on execution with quantified CPA/ROAS results; creative strategy and A/B testing frameworks; multi-platform campaign management across consumer B2C and DTC brands; fractional CMO/senior-level autonomous operation; campaign architecture and audience targeting expertise.",
"risks": "Rate of $100/hr likely exceeds $5,000/month HARD budget at stated 15-20 hrs/week engagement; TikTok Ads experience is listed but lacks the depth of campaign-level proof shown for Meta/Google; no Sprout Social or PA11Y evidence; background is more startup/DTC-oriented than boutique agency client services.",
"redflags": "No explicit mention of managing 20+ campaigns/month across multiple concurrent client accounts in an agency context; no Sprout Social usage despite it being the agency's primary reporting tool; no PA11Y familiarity; preferred rate likely incompatible with budget ceiling without negotiation."
},
"match_reasons": [
{
"reason": "Meta and Google Ads hands-on ownership",
"evidence": "$200M+ in paid media spend across Meta, Google, TikTok; CPA reductions of 25-33% cited with specific figures"
},
{
"reason": "Senior autonomous execution",
"evidence": "Fractional CMO, Head of Growth, and Sr Performance Marketer roles with no onboarding described — operates independently across multiple concurrent client engagements"
},
{
"reason": "Creative strategy and testing frameworks",
"evidence": "Built Luma AI's first structured Meta creative testing framework; emotional-first creative testing for Coach Kel drove 2x CAC beat and 4+ ROAS"
},
{
"reason": "Performance measurement and reporting",
"evidence": "Built unified performance dashboards for Fast Fit Sports; tracks CPA, ROAS, CTR, CPL across all engagements with quantified outcomes"
},
{
"reason": "B2C and consumer brand experience",
"evidence": "Worked with Jameson, P.F. Chang's, Coach Kel (DTC fitness), Maple (DTC telehealth) — consumer-facing brand context relevant to Modern PR's client base"
}
],
"hard_fail_reasons": [
"Budget mismatch (req_008): Pat's preferred rate of $100/hr at 15-20 hrs/week equates to $6,000-$8,000/month, likely exceeding the $5,000/month HARD retainer ceiling.",
"TikTok Ads depth (req_003): TikTok is referenced in bio and two roles (SONGBOY, Beyond ADHD) but lacks dedicated campaign-level results and proof of hands-on TikTok Ads Manager ownership comparable to Meta/Google evidence — insufficient for a HARD channel requirement at senior level.",
"Agency multi-client environment (req_009): Work history reflects fractional/startup engagements rather than agency-side client services; no explicit evidence of managing 20+ campaigns/month across a portfolio of agency clients simultaneously."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dcw87_at_cornell_edu",
"email": "dcw87@cornell.edu",
"name": "Ryan Williams",
"passes_all_hard": false,
"score": 59,
"summary": "Ryan Williams is a seasoned paid social professional with 13+ years of experience, strong Meta/paid social depth, and impressive results across healthcare, beauty, retail, and eCommerce. He has senior-level credentials (Senior Manager roles at Ovative Group and Smartly.io), eight-figure budget management, and solid multi-client account experience. However, his profile has a critical gap: there is no explicit evidence of TikTok Ads experience, which is a HARD requirement for this role. Google Ads experience is also absent or unconfirmed — his profile lists \"paid search\" broadly at Estée Lauder but no concrete Google Ads hands-on evidence. Additionally, his tool stack (CRMs, Excel, Google Analytics) does not include Meta Ads Manager, Google Ads, or TikTok Ads explicitly, and there's no mention of agency-side multi-client campaign management at scale (20+ campaigns/month). His rate of $65/hr aligns with the $5,000/month retainer at 15–20 hrs/week. Despite genuine seniority and paid social depth, the TikTok Ads hard fail and uncertainty around Google Ads hands-on experience are disqualifying per the role's requirements.",
"synthesis_quote": "Passionate, seasoned digital marketing professional of 13+ years, with a robust background in social media and experience in paid search, display, and influencer marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 35,
"weight": 25,
"evidence": "Strong Meta/paid social evidence across Ovative Group, Smartly.io, Estée Lauder, and Lincoln Motor. No explicit TikTok Ads experience found. Google Ads referenced as 'nonbrand search' at Estée Lauder but not confirmed hands-on in Google Ads platform. No agency multi-client environment confirmed beyond Smartly.io and Ovative.",
"rationale": "Two of the three HARD channel requirements are either absent (TikTok Ads) or weakly evidenced (Google Ads). Meta is well-supported. Multi-client and seniority reqs are reasonably met. TikTok Ads hard fail drives this score low."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Own and grow client relationships and performance across paid social, display, and broader digital. Lead strategy, investment decisions, and analytics-driven recommendations (Ovative Group). Enhanced Cornershop's user acquisition strategy with SAC, increasing ad spend 17% and reducing CAC by 79% (Smartly.io). Managed eight-figure budgets at Estée Lauder.",
"rationale": "Deep paid social expertise is well-documented across multiple senior roles. Campaign strategy, creative direction, audience segmentation, and performance optimization are all demonstrated. Lacking explicit TikTok and confirmed Google Ads execution lowers the ceiling."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Strong, varied experience in healthcare, beauty, retail (including DTC), eCommerce, CPG, fashion, hospitality, and food & beverage industries. Classified under Marketing Agencies, Ecommerce, Apps, Services industries.",
"rationale": "Consumer-facing brand experience is strong. Agency experience is present (Smartly.io, Hudson Rouge, Ovative Group), aligning with Modern PR's boutique agency context. Not exclusively agency-side throughout, but relevant enough for a solid score."
},
"hands_on_execution": {
"score": 70,
"weight": 15,
"evidence": "Led paid social strategy, execution, and reporting for Lincoln Motor Company (Hudson Rouge). Managed eight-figure budgets at Estée Lauder; drove multicultural strategy, scaling spend +71%. Mentoring a 6-person team at Ovative Group — raises delegation concern.",
"rationale": "Profile shows hands-on execution at earlier roles (Hudson Rouge, L'OCCITANE, Estée Lauder) but current role at Ovative Group emphasizes team leadership and mentoring (6-person team), which suggests a move toward delegation. The role needs a hands-on executor, not primarily a team lead."
},
"strategy_and_judgment": {
"score": 78,
"weight": 10,
"evidence": "Developed innovative, results-driven paid social strategies across channels. Guided testing and performance studies to uncover what moves the needle (Smartly.io). Led 360° Lincoln Wish List 2017 holiday campaign, +116% conversions YoY (Hudson Rouge).",
"rationale": "Strong strategic judgment evidenced through testing frameworks, QBRs, campaign architecture decisions, and cross-functional alignment. Translating business goals into paid media plans is well-documented."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "Tools listed: CRMs (Salesforce, HubSpot), Excel/Sheets, Google Analytics. No explicit mention of Meta Ads Manager, Google Ads platform, TikTok Ads Manager, Sprout Social, or PA11Y in the profile.",
"rationale": "The core platforms required by the role (Meta Ads Manager, Google Ads, TikTok Ads) are not explicitly named in the tools section. Google Analytics presence is good but insufficient. Sprout Social and PA11Y are absent. Significant tool documentation gap."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "Used advanced reporting to turn data into actions. Led QBRs and client meetings (Smartly.io). Improving ROAS +300% YoY (L'OCCITANE). Reducing CAC by 79% (Smartly.io Cornershop case).",
"rationale": "Strong performance optimization results are cited with specific metrics. Monthly reporting for clients is implied through QBR leadership and client-facing roles. Attribution and KPI management are evident."
},
"availability_budget_fit": {
"score": 72,
"weight": 4,
"evidence": "Preferred hourly pay rate: $65/hr. Has availability: true. Location: Brooklyn, New York, US.",
"rationale": "At $65/hr × 15–20 hrs/week, monthly cost is approximately $3,900–$5,200, which brackets the $5,000/month retainer target. Availability is confirmed. US-based, no timezone concerns. Rate is slightly variable but workable."
}
},
"final_score_rationale": "Ryan Williams scores 61/100. His paid social depth is genuine and senior — eight-figure budget management, strong Meta/paid social results, and multiple senior manager titles are impressive. However, two HARD requirements create significant problems: (1) TikTok Ads is completely absent from the profile, a clear hard fail; (2) Google Ads hands-on experience is not explicitly confirmed — \"nonbrand search\" at Estée Lauder is suggestive but not concrete, and the tools list omits Google Ads entirely. These gaps in the three core channel requirements (req_001 through req_003) are the dominant score penalty, collapsing hard_requirements_fit to 35. Additionally, the current Ovative Group role emphasizes team leadership (mentoring a 6-person team, leading QBRs), which signals a move toward management/advisory rather than the direct execution Modern PR needs. The tool documentation gap (no Meta Ads Manager, TikTok Ads, Sprout Social listed) further weakens tool_platform_fit. The rate is within budget range. Without TikTok Ads evidence, this candidate cannot pass the hard requirements screen.",
"evidence_snippets": [
"Own and grow client relationships and performance across paid social, display, and broader digital. Lead strategy, investment decisions, and analytics-driven recommendations while partnering cross-functionally and mentoring a 6-person team (Ovative Group, 2023–Present)",
"Enhanced Cornershop's user acquisition strategy with Segment Asset Customization (SAC), increasing ad spend by 17% & reducing CAC by 79% (Smartly.io)",
"Led and evolved Estée Lauder and AERIN Beauty paid social and nonbrand search strategy in NA, driving eComm acquisition and retention. Managed eight-figure budgets (Estée Lauder, 2018–2021)",
"Led paid social strategy, execution, and reporting for Lincoln Motor Company in North America, managing a 360° Lincoln Wish List 2017 holiday campaign (+116% conversions YoY) (Hudson Rouge)",
"Tools listed: CRMs (Salesforce, HubSpot, etc), Excel/Sheets, Google Analytics — no explicit Meta Ads Manager, Google Ads, TikTok Ads Manager, or Sprout Social",
"Preferred hourly pay rate: $65/hr; has_availability: true; Location: Brooklyn, New York, US",
"Passionate, seasoned digital marketing professional of 13+ years, with a robust background in social media and experience in paid search, display, and influencer marketing.",
"Strong Meta/paid social evidence across Ovative Group, Smartly.io, Estée Lauder, and Lincoln Motor. No explicit TikTok Ads experience found. Google Ads referenced as 'nonbrand search' at Estée Lauder but not confirmed hands-on in Google Ads platform. No agency multi-client environment confirmed beyond Smartly.io and Ovative."
],
"three_rs": {
"reach": "Strong reach within paid social and consumer-facing brand ecosystems across beauty, retail, eCommerce, and CPG — well-networked at senior levels in agency and brand-side environments.",
"relevance": "Highly relevant paid social background but missing explicit TikTok Ads and confirmed Google Ads hands-on experience, which are core to this role. Agency experience at Smartly.io and Hudson Rouge is contextually relevant.",
"readiness": "Senior enough to operate autonomously and reduce Jennifer's load, but current role signals increasing delegation rather than hands-on execution. Not immediately ready given hard channel gaps (TikTok Ads absent)."
},
"match_reasons": [
{
"reason": "13+ years of paid social expertise with senior-level roles at Ovative Group and Smartly.io, demonstrating peer-level seniority to a 20-year digital marketing veteran",
"evidence": "Senior Manager, Paid Social & Display at Ovative Group (2023–Present); Senior Manager, Paid Social at Smartly.io (2021–2022)"
},
{
"reason": "Strong Meta/paid social execution with measurable results including CAC reduction, ROAS improvement, and eight-figure budget management",
"evidence": "Managed eight-figure budgets at Estée Lauder; improving ROAS +300% YoY at L'OCCITANE; reducing CAC by 79% at Smartly.io"
},
{
"reason": "Consumer-facing brand and agency experience across beauty, retail, eCommerce, and CPG aligns with Modern PR's boutique agency and consumer brand client base",
"evidence": "Strong, varied experience in healthcare, beauty, retail (including DTC), eCommerce, CPG, fashion, hospitality, and food & beverage"
},
{
"reason": "Rate of $65/hr is within the $5,000/month retainer budget at 15–20 hrs/week engagement",
"evidence": "Preferred hourly pay rate: $65/hr; has_availability: true"
}
],
"hard_fail_reasons": [
"req_003 FAIL — TikTok Ads: No evidence of TikTok Ads experience anywhere in the profile. TikTok Ads is a HARD required channel for this role.",
"req_002 PARTIAL FAIL — Google Ads: Google Ads hands-on experience is not explicitly confirmed. Profile references 'nonbrand search' at Estée Lauder but Google Ads is not listed in tools and no concrete Google Ads campaign work is cited. Insufficient evidence to satisfy this HARD requirement."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ceryn524_at_gmail_com",
"email": "ceryn524@gmail.com",
"name": "CERYN CHEN",
"passes_all_hard": false,
"score": 59,
"summary": "Ceryn Chen is a seasoned paid social specialist with 12+ years of hands-on experience scaling DTC ecommerce campaigns on Meta/Facebook, delivering strong ROAS results across multiple client accounts. Her Meta Ads depth is genuinely impressive — she's managed $30K–$100K/month in ad spend with measurable outcomes. She also has multi-client agency exposure at Wavemaker, a major global media network. However, she has two critical hard-requirement gaps: there is no evidence of Google Ads experience anywhere in her profile (a HARD requirement), and no evidence of TikTok Ads execution (also HARD). Her tool stack is notably thin — no mention of Meta Ads Manager by name in a tool context, no Google Ads, no TikTok Ads Manager, no Sprout Social, and no reporting tools beyond Google Analytics. AI/generative search awareness is absent. These gaps are disqualifying under the role's strict HARD requirements.",
"synthesis_quote": "Grew account to over $200K in sales/month within the year using FB ads, averaging 3-5X ROAS... Campaign management, strategy, campaign builds, optimization across multiple social platforms: Facebook, Instagram, LinkedIn, TikTok, Pinterest — Accounts include Adobe, Square, Chevron, MGA Entertainment.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "Strong Meta evidence throughout; TikTok listed as a managed platform at Wavemaker but no dedicated TikTok Ads execution details; zero Google Ads evidence anywhere in profile.",
"rationale": "Three HARD channel requirements exist: Meta Ads (met), Google Ads (not met — absent from all work history and tool list), TikTok Ads (partially met — mentioned in platform list at Wavemaker but no campaign specifics, spend data, or results cited). Missing Google Ads is a critical hard fail. TikTok is borderline. Multi-client campaign management and performance reporting are evidenced. Agency autonomous execution is evidenced via Wavemaker. Rate at $70/hr is ~$5,600/month at 20 hrs/week, slightly above the $5K budget (soft penalty)."
},
"functional_expertise": {
"score": 80,
"weight": 20,
"evidence": "12+ years managing paid social; scaled Bellzi from $30K to $100K/month in ad spend; Revival Rugs achieved 3-4X ROAS at $30K/month spend; Hachi Shears grew to $200K in sales/month.",
"rationale": "Exceptional depth in Meta/Facebook paid social — campaign architecture, audience segmentation, lookalike targeting, bid strategies (bid caps, cost caps, CBO), A/B testing, creative strategy, and scaling. This is the core function. Score capped below 90 because Google Ads and TikTok Ads depth are absent or superficial, and those are core to this role's functional scope."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "DTC ecommerce focus (Revival Rugs, Bellzi, Hachi Shears); agency experience at Wavemaker managing multi-client portfolios; consumer-facing brand work across CPG, apparel, toys, and personal care.",
"rationale": "Strong consumer-facing brand and DTC ecommerce relevance aligns well with Modern PR's client base. Wavemaker tenure shows multi-client agency environment. Some B2B exposure at Wavemaker (Adobe, Square) adds breadth. Relevant industry fit for a boutique consumer-focused agency."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Personally restructured Bellzi's social media account; orchestrated a video shoot for Bellzi; created campaign structures and sales funnels for Revival Rugs; scaled Hachi Shears to $200K/month in sales.",
"rationale": "Strong evidence of direct, personal execution: building accounts from scratch, restructuring campaigns, running A/B tests, managing bid strategies, and even directing video content. This is an operator, not an advisor. Score stays below 90 because execution is almost entirely Meta-centric with no Google Ads or TikTok Ads hands-on evidence."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Leveraged COVID-era low CPMs to scale Bellzi spend from $30K to $100K in two months; identified higher-income consumer targeting without promotions to protect premium brand image at Revival Rugs.",
"rationale": "Demonstrates real strategic judgment: opportunistic budget scaling, brand-aligned targeting, audience segmentation decisions, and creative testing. However, all strategic evidence is Meta-specific and DTC-focused. No evidence of cross-channel strategy, Google/TikTok integration thinking, or agency-level campaign prioritization across a multi-platform portfolio."
},
"tool_platform_fit": {
"score": 28,
"weight": 8,
"evidence": "Tools listed: Canva, Photoshop, Google Analytics, Excel/Sheets, Shopify/ecommerce tools, landing page tools. No Meta Ads Manager, Google Ads, TikTok Ads Manager, Sprout Social, or PA11Y listed.",
"rationale": "Critically thin tool profile for this role. The role requires Meta Ads Manager (implied but not listed), Google Ads (absent), TikTok Ads Manager (absent), and Sprout Social (absent). The listed tools are general creative/analytics tools. This is a significant gap relative to the role's explicit stack requirements."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "A/B testing, campaign optimization & attribution listed as core skills; tracked ROAS outcomes across multiple client accounts; used CBO, cost caps, and bid caps to optimize spend.",
"rationale": "Solid evidence of ROAS tracking, A/B testing, and bid strategy optimization. However, no mention of formal client reporting, monthly report delivery, attribution modeling, or use of reporting tools like Sprout Social or custom dashboards. The reporting requirement (monthly reports for two clients) is not substantiated."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "Preferred rate $70/hr; at 15-20 hrs/week this equates to $4,200–$5,600/month; role budget is $5,000/month retainer. Located in Austin, TX (US timezone — compatible). Has availability per Neon status.",
"rationale": "Located in Austin — good timezone fit for a US-based agency. Has availability. Rate is at the ceiling of budget ($5,600 at 20 hrs vs. $5K budget), creating mild tension. Not a hard fail as budget is soft, but worth noting."
}
},
"final_score_rationale": "Ceryn's raw weighted score is materially penalized by two HARD requirement failures: (1) No Google Ads experience is present anywhere in her profile — not in work history, skills, or tools. This is a dealbreaker for a role where Google Ads is a co-equal channel alongside Meta. (2) TikTok Ads experience is only obliquely mentioned as a platform at Wavemaker with no campaign details, spend, or results — insufficient to satisfy the HARD requirement of \"proven, hands-on experience.\" Her Meta Ads expertise is genuine and impressive (12+ years, $30K–$100K/month spend, 3-5X ROAS), and her hands-on execution and DTC/consumer brand relevance are real strengths. But the channel gaps, absent tool stack (no Sprout Social, no TikTok Ads Manager, no Google Ads listed), and no evidence of AI/generative search awareness collectively result in a score that does not clear the bar for this senior, multi-channel paid media role. passes_all_hard is false due to Google Ads (req_002) hard fail and insufficient TikTok Ads evidence (req_003).",
"evidence_snippets": [
"Grew account to over $200K in sales/month within the year using FB ads, averaging 3-5X ROAS (Hachi Shears)",
"Revival Rugs experienced a surge in sales that supported an increase in ad spend to $30,000 within several months... maintaining a robust average return on ad spend of 3-4x",
"Ceryn leveraged the opportunity presented by lower CPMs to increase Bellzi's ad spend from $30,000 in February to $100,000 by April's end through CBO, cost caps, and diverse interest audience verticals",
"Campaign management, strategy, campaign builds, optimization across multiple social platforms: Facebook, Instagram, LinkedIn, TikTok, Pinterest — Accounts include Adobe, Square, Chevron, MGA Entertainment (Wavemaker)",
"Tools listed in profile: Canva, Photoshop, Google Analytics, Excel/Sheets — no Google Ads, TikTok Ads Manager, or Sprout Social present",
"12+ years experience and expert in managing and scaling Paid Social ad campaigns, Lead Generation, Performance Marketing, DTC eCommerce Growth, B2B",
"Grew account to over $200K in sales/month within the year using FB ads, averaging 3-5X ROAS... Campaign management, strategy, campaign builds, optimization across multiple social platforms: Facebook, Instagram, LinkedIn, TikTok, Pinterest — Accounts include Adobe, Square, Chevron, MGA Entertainment.",
"Strong Meta evidence throughout; TikTok listed as a managed platform at Wavemaker but no dedicated TikTok Ads execution details; zero Google Ads evidence anywhere in profile."
],
"three_rs": {
"relevance": "Strong relevance in Meta paid social for consumer DTC brands and multi-client agency settings; weak relevance in Google Ads and TikTok Ads which are co-equal requirements for this role.",
"results": "Concrete ROAS and revenue outcomes: $200K/month in sales at 3-5X ROAS (Hachi Shears); 3-4X ROAS at $30K/month (Revival Rugs); scaled Bellzi from $30K to $100K/month spend during COVID. All results are Meta-only.",
"recency": "Currently active at Hachi Shears (2024–present) and Revival/Bellzi (listed as present). Recent Wavemaker agency tenure (2022–2023) adds multi-client context. Profile is reasonably current."
},
"match_reasons": [
{
"reason": "12+ years of hands-on paid social experience with proven Meta campaign scaling and ROAS delivery across multiple DTC brands",
"evidence": "Grew account to over $200K in sales/month within the year using FB ads, averaging 3-5X ROAS"
},
{
"reason": "Multi-client agency experience at Wavemaker (global tier-1 media agency) managing campaigns for Adobe, Square, Chevron, MGA Entertainment",
"evidence": "Campaign management, strategy, campaign builds, optimization across multiple social platforms: Facebook, Instagram, LinkedIn, TikTok, Pinterest"
},
{
"reason": "Strong hands-on execution — personally builds campaign structures, runs A/B tests, manages bid strategies, and directed video content",
"evidence": "Ceryn restructured the social media account, refined targeting strategies... orchestrated a video shoot featuring children and actors with Bellzi products"
},
{
"reason": "DTC ecommerce and consumer-facing brand experience aligns with Modern PR's boutique agency client profile",
"evidence": "DTC eCommerce brands across plush toys, rugs, wine, hair care — consumer-facing industries"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_002 (Google Ads): No evidence of Google Ads experience anywhere in the candidate's work history, skills list, or tool list. This is a co-equal HARD channel requirement.",
"HARD FAIL — req_003 (TikTok Ads): TikTok is mentioned only as one of several platforms at Wavemaker with no campaign details, spend figures, or performance results. Insufficient to demonstrate 'proven, hands-on experience running paid campaigns in TikTok Ads across client accounts.'"
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jhana_ellard_at_gmail_com",
"email": "jhana.ellard@gmail.com",
"name": "Jhana Ellard",
"passes_all_hard": false,
"score": 58,
"summary": "Jhana Ellard is a capable independent performance marketer with solid Meta and Google Ads experience across multiple client engagements, including agency contexts. However, the profile contains a critical gap: there is no meaningful, hands-on TikTok Ads management evidence — only influencer whitelisting on TikTok for a single charity campaign — which fails the HARD TikTok Ads requirement. The profile also lacks any explicit mention of Sprout Social, PA11Y, or Propellant. Rate at $80/hr (~$6,400+/month at 20 hrs/week) may exceed the $5,000/month retainer budget, creating a soft tension. Agency-side execution is present (Quartermaster, Joolca) but is thin on multi-client simultaneous campaign management at the 20+/month scale. Overall, Jhana is a reasonable paid social operator but cannot be advanced without credible TikTok Ads campaign management evidence.",
"synthesis_quote": "I helped push this promo via Influencer Whitelisting, promoting their organic posts on TikTok, Meta, & Instagram across the web... 30% of sales came through social commerce 'Shop' channels on TikTok, Meta, & IG.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Meta & Google Ads confirmed across multiple engagements (Scout/Adventurer: 'Management of Meta, Google, YouTube, ads...~$50,000 spend/month'; Quartermaster: 'focused primarily on paid media...and Google campaigns'). TikTok Ads hard requirement is NOT met — only influencer whitelisting/boosted posts on TikTok for GoodStore charity campaign, not direct TikTok Ads Manager campaign management. No evidence of managing 20+ campaigns/month across multiple simultaneous client accounts in a structured agency context.",
"rationale": "Two of the three HARD channel requirements are credibly met (Meta, Google). The TikTok Ads HARD requirement fails — whitelisting organic posts is not the same as running paid TikTok Ads campaigns in TikTok Ads Manager. Multi-client simultaneous management at 20+/month scale is not clearly evidenced. Agency environment experience exists but is limited in depth."
},
"functional_expertise": {
"score": 68,
"weight": 20,
"evidence": "Paid acquisition across Meta, Google, YouTube, Pinterest; 'Manage a seven-figure annual paid acquisition budget' at Everydae Health; 'Media buying, media planning, capital allocation'; 'Built out a complete marketing launch & lifecycle strategy'; campaign structure, audience segmentation, and creative strategy listed as core skills.",
"rationale": "Strong Meta and Google paid social depth across multiple engagements. YouTube, Pinterest, and connected TV are adjacent but not the core TikTok requirement. TikTok Ads functional expertise is missing. Overall paid social competence is solid but incomplete for this specific tri-platform role."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "Agency experience at Quartermaster (digital marketing agency) and Joolca (managing paid media agency relationships for 6 international Shopify stores). Consumer-facing DTC brands: GoodStore, Scout Campers, DYLN. B2C consumer audiences across CPG, ecommerce, and events (Tahoe Live festival: sold 3,118 tickets, $730K revenue).",
"rationale": "Reasonable consumer-brand and agency context. DTC ecommerce and events experience is relevant. No evidence of working in a boutique PR/social agency specifically, but digital agency work at Quartermaster and Joolca fractional role are credible. B2C consumer-facing work aligns with Modern PR's client base."
},
"hands_on_execution": {
"score": 70,
"weight": 15,
"evidence": "'Management of Meta, Google, YouTube, ads across two business properties'; 'I integrated with their team to maximize ticket sales' (Tahoe Live); 'Launched paid acquisition programs from scratch on Linkedin, Meta, and Google Ads. 6-figure monthly budgets'; 'Influencer Whitelisting, promoting their organic posts on TikTok, Meta, & Instagram.'",
"rationale": "Strong evidence of hands-on building and managing paid campaigns across Meta and Google. Multiple engagements show direct execution rather than delegation. However, TikTok Ads hands-on execution is absent beyond a whitelisting campaign. The Joolca role describes managing agency relationships (more coordination than direct execution), which slightly dilutes the hands-on signal."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "'Built out a complete marketing launch & lifecycle strategy for the entire marketing team' (Quartermaster); 'Conducted a comprehensive investigation...Led stakeholder interviews, customer research, and creative audits'; 'Long consideration periods and sales cycles. Units sell for 5 figures each. Marketing strategy is tailored for that' (Scout/Adventurer); 'A key insight I gained: 30% of sales came through social commerce Shop channels.'",
"rationale": "Clear evidence of strategic diagnosis, audience segmentation thinking, and full-funnel planning. Festival and DTC campaign strategy shows judgment. Not purely executional — demonstrates ability to own strategy. Peer-level strategic capability is plausible but not fully confirmed at agency scale."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools listed: Google Adwords, Google Analytics, CRMs (Salesforce, HubSpot), Shopify, Canva, Photoshop, Excel/Sheets, SEM Rush. 'Extensive integration between Hubspot and ad platforms for dashboards, reporting, and attribution.' No mention of Sprout Social, PA11Y, Propellant, or TikTok Ads Manager specifically.",
"rationale": "Core ad platform tools (Google Ads, Meta implied) are present. HubSpot integration for reporting is a positive signal. However, no evidence of Sprout Social (IMPORTANT tool for this role), PA11Y, or Propellant. TikTok Ads Manager is not explicitly listed. Tool fit is partial."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "'Extensive integration between Hubspot and ad platforms for dashboards, reporting, and attribution'; 'Setting objectives and KPIs'; campaign optimization & attribution listed as a core skill; 'Within the first month in 2024 they sold 2082 tickets...In 2025, 3118 tickets and $730K in revenue' (Tahoe Live YoY improvement).",
"rationale": "Performance reporting and KPI ownership are evidenced. Attribution setup and dashboard building are present. YoY festival results demonstrate optimization impact. Monthly client reporting at two-client scale (as required) is not explicitly described but is plausible given experience. No explicit mention of Sprout Social for reporting."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "Preferred hourly pay rate: $80/hr. At 15-20 hrs/week, this translates to ~$4,800–$6,400/month — the upper end and beyond exceeds the $5,000/month retainer budget. Has availability (has_availability: true). Based in Toronto (Eastern timezone — compatible with US client work).",
"rationale": "Availability and timezone are favorable. Rate is a soft mismatch: $80/hr at 20 hrs/week = $6,400/month, which exceeds the $5,000/month retainer. At 15 hrs/week = $4,800/month, which is just within budget. Budget fit is marginal and requires negotiation or scope reduction."
}
},
"final_score_rationale": "Jhana Ellard scores 61/100. The primary score driver is a HARD requirement failure on TikTok Ads: the only TikTok evidence is influencer whitelisting/boosted posts for a charity campaign (GoodStore), which does not constitute hands-on TikTok Ads Manager campaign management. This alone disqualifies candidacy under the rubric. Meta and Google Ads experience is credibly documented across multiple engagements, including agency contexts, which keeps functional_expertise and hands_on_execution scores in the 65–72 range. Strategy and judgment are solid — Jhana shows diagnosis, stakeholder research, full-funnel planning, and KPI ownership. However, tool fit is weak (no Sprout Social, PA11Y, or Propellant evidence), and multi-client simultaneous management at 20+/month scale is not explicitly demonstrated. Rate at $80/hr creates a budget tension at the top of the engagement scope. The profile is a competent paid social generalist with real DTC and agency experience, but the TikTok Ads gap is disqualifying for this specific tri-platform senior role.",
"evidence_snippets": [
"Management of Meta, Google, YouTube, ads across two business properties and ~$50,000 spend/month (Scout & Adventurer Campers)",
"I helped push this promo via Influencer Whitelisting, promoting their organic posts on TikTok, Meta, & Instagram — 30% of sales came through social commerce 'Shop' channels on TikTok, Meta, & IG (GoodStore)",
"Launched paid acquisition programs from scratch on Linkedin, Meta, and Google Ads. 6-figure monthly budgets.",
"Built out a complete marketing launch & lifecycle strategy for the entire marketing team (Quartermaster)",
"Extensive integration between Hubspot and ad platforms for dashboards, reporting, and attribution (Scout & Adventurer Campers)",
"Within the first month in 2025, they sold 3118 tickets and generated 730K in revenue vs 2082 tickets and ~$255K in 2024 (Tahoe Live)",
"I helped push this promo via Influencer Whitelisting, promoting their organic posts on TikTok, Meta, & Instagram across the web... 30% of sales came through social commerce 'Shop' channels on TikTok, Meta, & IG.",
"Meta & Google Ads confirmed across multiple engagements (Scout/Adventurer: 'Management of Meta, Google, YouTube, ads...~$50,000 spend/month'; Quartermaster: 'focused primarily on paid media...and Google campaigns'). TikTok Ads hard requirement is NOT met — only influencer whitelisting/boosted posts on TikTok for GoodStore charity campaign, not direct TikTok Ads Manager campaign management. No evidence of managing 20+ campaigns/month across multiple simultaneous client accounts in a structured agency context."
],
"three_rs": {
"right_skills": "Meta Ads and Google Ads campaign management are credibly demonstrated across multiple engagements. Audience segmentation, campaign architecture, creative strategy, and performance reporting are listed skills with supporting evidence. TikTok Ads hands-on management is absent — only whitelisting/boosted posts, not direct Ads Manager execution.",
"right_experience": "Agency experience at Quartermaster (digital marketing agency) and Joolca (fractional head managing agency relationships) provides relevant context. DTC ecommerce and consumer-facing brand experience aligns with Modern PR's client base. However, simultaneous multi-client campaign management at 20+/month scale is not explicitly described.",
"right_fit": "Independent operator with a track record of autonomous execution across multiple concurrent client engagements. Rate at $80/hr is at the ceiling or above the $5,000/month retainer budget at full scope. Toronto timezone is compatible. The TikTok Ads gap is the definitive disqualifier for this specific role."
},
"match_reasons": [
{
"reason": "Strong Meta Ads hands-on execution",
"evidence": "Management of Meta, Google, YouTube ads across two business properties and ~$50,000 spend/month at Scout & Adventurer Campers"
},
{
"reason": "Google Ads experience confirmed",
"evidence": "Launched paid acquisition programs from scratch on Meta and Google Ads with 6-figure monthly budgets"
},
{
"reason": "Agency environment experience",
"evidence": "Growth Marketer at Quartermaster (digital marketing agency) — built full-funnel paid media strategy for client music festival"
},
{
"reason": "Performance reporting and attribution",
"evidence": "Extensive integration between HubSpot and ad platforms for dashboards, reporting, and attribution"
},
{
"reason": "Autonomous multi-client execution",
"evidence": "Jhana manages paid media agency relationships for Joolca's 6 international Shopify stores and drives core growth strategy"
}
],
"hard_fail_reasons": [
"HARD requirement req_003 (TikTok Ads) fails: The only TikTok evidence is influencer whitelisting and boosted organic posts for the GoodStore charity campaign. There is no evidence of hands-on campaign management in TikTok Ads Manager across client accounts. Whitelisting is not equivalent to running paid TikTok Ads campaigns.",
"HARD requirement req_005 (Multi-Client Campaign Management at 20+/month) is not clearly evidenced: The profile shows concurrent engagements but does not demonstrate managing 20+ simultaneous paid campaigns per month across multiple client accounts in a structured way."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jwwpearce_at_gmail_com",
"email": "jwwpearce@gmail.com",
"name": "John Pearce",
"passes_all_hard": false,
"score": 50,
"summary": "John Pearce is a seasoned paid social practitioner with a strong DTC/e-commerce track record across Meta/Facebook campaigns — including notable ROAS results for Lokai, Fuego Box, Roman Health, and Winc. However, his profile contains critical gaps against the role's HARD requirements: there is no evidence of Google Ads or TikTok Ads experience, no demonstration of multi-client agency environment management, and no mention of performance reporting deliverables. His tool stack also lacks Google Ads, TikTok Ads Manager, Sprout Social, or any reporting infrastructure. Additionally, he currently has no availability (has_availability: false), making him practically unworkable for an ASAP start. These hard failures disqualify him despite his strong Meta/DTC chops.",
"synthesis_quote": "John Pearce scaled Fuego Box's monthly ad budget by 400% while sustaining a 200% ROAS and acquiring 2,200+ new customers in a single month — strong Meta execution evidence, but the profile shows Facebook-only paid social with no Google Ads or TikTok Ads surface.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Meta: multiple DTC client engagements on Facebook Ads. Google Ads: not mentioned anywhere in profile or tool stack. TikTok Ads: not mentioned anywhere. Multi-client agency: unclear — engagements listed but no agency context confirmed. Reporting: no mention of monthly reporting deliverables.",
"rationale": "Pearce clearly meets the Meta Ads hard requirement with strong evidence. He fails Google Ads (req_002) — it is entirely absent from his profile and tool list. He fails TikTok Ads (req_003) — also entirely absent. He partially meets multi-client management (req_005) but there is no explicit agency framing or evidence of 20+ campaigns/month. Performance reporting (req_007) is not evidenced. These are multiple hard requirement failures, driving the score very low."
},
"functional_expertise": {
"score": 62,
"weight": 20,
"evidence": "Audience segmentation, lookalike audiences, creative testing, ROAS optimization across Winc, Lokai, Roman, Fuego Box, Home Chef, Nutrisystem — all on Facebook/Meta. Skills list includes campaign structure, creative strategy/direction, A/B testing, retargeting, scaling ad spend.",
"rationale": "Strong functional depth in Meta/Facebook paid social — audience segmentation, creative iteration, ROAS management, scaling spend. However, the role requires senior fluency across Meta, Google Ads, AND TikTok. Two of the three core channels are entirely absent, so functional expertise is significantly docked. The depth in Meta alone earns partial credit."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "DTC brands: Winc (food/bev subscription), Lokai (e-commerce jewelry), Fuego Box (food subscription), Home Chef (meal kits), Nutrisystem (health/wellness). Industries listed: Ecommerce, Marketing Agencies, Consumer-facing brands. Target audiences: Millennials, Gen Z, Women, Men, Parents.",
"rationale": "Strong consumer-facing DTC brand experience is directly relevant to Modern PR's client base (consumer-facing brands). The subscription and e-commerce contexts align well. Marketing Agencies is listed as an industry, providing some agency-side relevance. Good score here despite the channel gaps."
},
"hands_on_execution": {
"score": 70,
"weight": 15,
"evidence": "Lokai: 'expansion of monthly Facebook advertising budget, achieving the brand's highest spending levels to date.' Fuego Box: 'scaled the monthly ad budget by 400%...acquisition of over 2,200 new customers.' Roman: 'doubling of sales and click-through rates, alongside a 45% increase in conversion rates.' Skills: pixel setup, new account set up, campaign optimization & attribution.",
"rationale": "Clear hands-on execution evidence within Meta/Facebook: Pearce personally built campaigns, tested creatives, scaled budgets, and managed client accounts. Quantified outcomes suggest operator-level involvement. However, execution is entirely Facebook-centric; there is no evidence of hands-on work in Google Ads or TikTok, which are required channels. Partial credit for what is demonstrated."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "Winc: 'leveraging segmented audience lists to craft targeted lookalike audiences, enabling the rapid testing and scaling of creative content.' Nutrisystem: 'building targeted lookalike audiences, testing and scaling successful creatives, and leveraging customer testimonials.' Fuego Box: 400% budget scale while maintaining ROAS.",
"rationale": "Shows strategic thinking in audience segmentation, creative testing frameworks, and ROAS-driven optimization. Discovery of customer testimonials boosting performance at Winc signals judgment. However, strategy is confined to Meta/Facebook; no evidence of cross-channel strategy, multi-platform campaign architecture, or Google/TikTok planning judgment."
},
"tool_platform_fit": {
"score": 20,
"weight": 8,
"evidence": "Tools listed: Google Analytics, AdEspresso, Excel/Sheets, Canva, Photoshop, A/B testing tools. No mention of Google Ads, TikTok Ads Manager, Sprout Social, or PA11Y. Meta Ads Manager implied by work history but not explicitly listed.",
"rationale": "Tool stack is a significant mismatch. Google Ads is absent. TikTok Ads Manager is absent. Sprout Social (required for reporting) is absent. PA11Y is absent. AdEspresso is a Meta-adjacent tool that partially supports Meta campaign management. The gap across the required tool stack is severe."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "Lokai: 'ROAS of 2.50, equating to a 250% return.' Roman: 'doubling of sales and click-through rates, alongside a 45% increase in conversion rates.' Fuego Box: '200% ROAS.' Skills: campaign optimization & attribution, data analytics, A/B testing.",
"rationale": "ROAS tracking and performance optimization are evidenced across multiple clients. However, there is no mention of monthly reporting deliverables, structured reporting processes, multi-client reporting frameworks, or use of reporting tools like Sprout Social. Measurement appears to occur but is not documented as a formal reporting practice."
},
"availability_budget_fit": {
"score": 20,
"weight": 4,
"evidence": "has_availability: false. Preferred hourly rate: $55/hr. At 15-20 hrs/week, that is $825-$1,100/week or ~$3,300-$4,400/month — potentially within the $5,000/month budget. Location: Brooklyn, NY (ET timezone, favorable for US-based client).",
"rationale": "Rate math is within budget range. Timezone is favorable. However, has_availability is explicitly false, which is a critical practical disqualifier for an ASAP start requirement. This severely limits fit on this dimension."
}
},
"final_score_rationale": "John Pearce's weighted score is depressed by three compounding hard failures: (1) No Google Ads experience whatsoever — the platform does not appear in his work history, skills, or tools; (2) No TikTok Ads experience — entirely absent from his profile; (3) No current availability (has_availability: false), disqualifying him from an ASAP engagement. His tool_platform_fit suffers additionally from the absence of Sprout Social, TikTok Ads Manager, and Google Ads from his declared stack. His strongest dimension — functional expertise in Meta/Facebook paid social — is real and backed by quantified ROAS outcomes across six+ DTC clients, but it covers only one of three required channels. Industry relevance is a bright spot (strong DTC/consumer-facing alignment), and hands-on execution within Meta is credible. These bright spots are insufficient to overcome the multi-channel hard requirement failures and the availability issue.",
"evidence_snippets": [
"Fuego Box: scaled the monthly ad budget by 400%, while sustaining a Return on Ad Spend (ROAS) of 200%...acquisition of over 2,200 new customers within a single month.",
"Lokai: expansion of monthly Facebook advertising budget, achieving the brand's highest spending levels to date...ROAS of 2.50, equating to a 250% return.",
"Roman: doubling of sales and click-through rates, alongside a 45% increase in conversion rates.",
"Winc: leveraging segmented audience lists to craft targeted lookalike audiences, enabling the rapid testing and scaling of creative content.",
"Tools listed in profile: Google Analytics, AdEspresso, Excel/Sheets, Canva — no Google Ads, TikTok Ads Manager, or Sprout Social present.",
"has_availability: false (as of profile generation date 2026-07-09).",
"John Pearce scaled Fuego Box's monthly ad budget by 400% while sustaining a 200% ROAS and acquiring 2,200+ new customers in a single month — strong Meta execution evidence, but the profile shows Facebook-only paid social with no Google Ads or TikTok Ads surface.",
"Meta: multiple DTC client engagements on Facebook Ads. Google Ads: not mentioned anywhere in profile or tool stack. TikTok Ads: not mentioned anywhere. Multi-client agency: unclear — engagements listed but no agency context confirmed. Reporting: no mention of monthly reporting deliverables."
],
"three_rs": {
"risks": [
"No Google Ads experience evidenced — a HARD requirement for this role",
"No TikTok Ads experience evidenced — a HARD requirement for this role",
"Currently has no availability (has_availability: false) — role requires ASAP start",
"No Sprout Social or formal reporting infrastructure in tool stack",
"Work history has no dates or seniority context — role/title at each engagement is 'Unknown'"
],
"reservations": [
"All paid social work appears to be Facebook/Meta-only; no cross-channel campaign management demonstrated",
"No explicit agency environment framing despite agency being listed as an industry",
"No evidence of managing 20+ campaigns/month simultaneously across multiple clients",
"No mention of AI/generative search awareness"
],
"recommendations": [
"Do not advance — fails three HARD requirements (Google Ads, TikTok Ads, availability)",
"If reconsidered in the future, verify whether Google Ads and TikTok Ads experience exists but was omitted from the profile",
"Could be a strong fit for a Meta-only or DTC Facebook ads role when availability opens"
]
},
"match_reasons": [
{
"reason": "Strong Meta/Facebook paid social execution with quantified ROAS results across 6+ DTC client brands",
"evidence": "Fuego Box 400% budget scale at 200% ROAS; Lokai 2.50 ROAS at highest-ever spend levels; Roman 2x sales and CTR, +45% CVR"
},
{
"reason": "DTC and consumer-facing brand experience aligns with Modern PR's client base",
"evidence": "Winc, Home Chef, Nutrisystem, Fuego Box — all consumer subscription/DTC brands"
},
{
"reason": "Audience segmentation and creative testing skills match role requirements",
"evidence": "Leveraging segmented audience lists to craft targeted lookalike audiences, enabling the rapid testing and scaling of creative content (Winc); expertise in audience segmentation and creative testing (Home Chef)"
},
{
"reason": "Marketing Agencies listed as an industry in his Neon profile",
"evidence": "Industries: Marketing Agencies — suggests some agency-side experience"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_002 (Google Ads): No evidence of Google Ads experience anywhere in the profile, work history, or tool stack. This is a mandatory channel.",
"HARD FAIL — req_003 (TikTok Ads): No evidence of TikTok Ads experience anywhere in the profile, work history, or tool stack. This is a mandatory channel.",
"HARD FAIL — Availability: has_availability is explicitly false. The role requires an ASAP start and the candidate is not currently available."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "patelkamil299_at_gmail_com",
"email": "patelkamil299@gmail.com",
"name": "Kamil Patel",
"passes_all_hard": false,
"score": 58,
"summary": "Kamil Patel is a highly experienced paid search specialist with 15+ years managing Google Ads and strong Meta Ads experience, but he critically lacks demonstrated TikTok Ads experience — a hard requirement for this role. His profile is also predominantly Paid Search (Google/Bing), with Meta Ads listed as a secondary skill and no evidence of TikTok campaign management. He has solid agency experience (Comrade Web, SWM Consulting, Craig Group) and manages multi-client accounts, but TikTok is completely absent from his profile, tools list, and work history. He is classified on MarketerHire as a \"Paid Search Marketer,\" not a Paid Social Marketer, which aligns with his evident lane. The missing TikTok requirement is a disqualifying hard fail.",
"synthesis_quote": "I bring over 13 years of hands-on experience in digital marketing with a deep focus on Paid Search (Google Ads), Social Ads (Meta), and Performance Marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "No TikTok Ads experience anywhere in profile or tools list. Meta Ads confirmed (8+ years). Google Ads confirmed (15+ years). Agency/multi-client experience confirmed. Performance reporting confirmed. TikTok is a hard requirement and is entirely absent.",
"rationale": "Two of three required platform hard requirements (Meta, Google) are clearly met with strong evidence. TikTok Ads is completely absent from the profile — not mentioned in any role, tools list, or accomplishment. This is a critical hard fail that cannot be overlooked. Multi-client management and performance reporting are met. Budget fit ($50/hr ≈ $8K/month at 40hrs; at 15–20hrs ≈ $3K–$4K/month) is potentially under the $5K retainer ceiling but not confirmed."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "15 years of expertise in Google Ads (Search, Display, Shopping, YouTube, PMax); 8+ years managing Meta Ads (Facebook/Instagram) for both lead gen and eCommerce.",
"rationale": "Strong Google Ads depth is exceptional and well-documented. Meta Ads is solidly confirmed across multiple roles. However, TikTok Ads — the third core paid social platform for this role — is entirely absent. The functional expertise is primarily in paid search, not paid social. This is a paid SOCIAL role where TikTok is central, and Kamil's lane is clearly paid search."
},
"industry_audience_relevance": {
"score": 58,
"weight": 12,
"evidence": "Experience spans healthcare, law firms, eCommerce, edtech, matchmaking, and local businesses. Comrade Web and SWM Consulting are digital marketing agencies.",
"rationale": "Has agency experience (Comrade Web, SWM Consulting, Craig Group) which is relevant. However, the client base skews heavily toward B2B lead gen (law firms, medical practices, B2B SaaS) rather than consumer-facing brands, which is Modern PR's primary focus. Edtech (ABCmouse) and eCommerce (Wood Panel Walls) provide some B2C/consumer relevance."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "Managed 6 ad accounts with a $120K/month budget; Managed a $120K+ monthly paid ad budget across Google, Microsoft, Facebook & Amazon Ads; Managed and Optimized $1M+ budget on paid ad at ABCmouse.",
"rationale": "Clear hands-on executor across Google and Meta platforms — builds, optimizes, and reports independently. Manages multiple accounts simultaneously. However, no TikTok execution evidence exists, which is a core execution requirement for this role. Execution evidence is strong in the channels he does cover."
},
"strategy_and_judgment": {
"score": 68,
"weight": 10,
"evidence": "Built scalable Google Ads campaigns using CRM MQL and SQL data to drive better optimization and higher-quality leads; Implemented data-driven strategies to maximize ROI and improve lead quality.",
"rationale": "Shows campaign architecture thinking, audience segmentation (geo-targeting, audience layering), and bidding strategy judgment. However, strategic framing is mostly Google Ads-centric. No evidence of cross-platform paid social strategy judgment or TikTok creative/audience strategy, which the role demands."
},
"tool_platform_fit": {
"score": 42,
"weight": 8,
"evidence": "Tools list: Google Ads, Google Analytics (GA4), Bing Ads, Facebook Ads Manager, Google Tag Manager, UTM Tracking. No mention of TikTok Ads Manager, Sprout Social, or PA11Y.",
"rationale": "Google Ads and Meta Ads Manager are confirmed. TikTok Ads Manager is completely absent. Sprout Social (important for reporting) and PA11Y (content scheduling) are not mentioned. Tool fit is partial and misses key role-specific platforms."
},
"measurement_optimization": {
"score": 74,
"weight": 6,
"evidence": "Increased conversion rate by 15% through continuous campaign optimization; Reduced wasted ad spend by ~20%; Boosted landing page conversion rate by an additional 15% by running structured A/B tests.",
"rationale": "Strong evidence of performance iteration, A/B testing, CPA optimization, ROAS tracking, and KPI ownership. Good analytical rigor across his Google Ads work. Reporting and measurement skills are well-demonstrated across multiple engagements."
},
"availability_budget_fit": {
"score": 65,
"weight": 4,
"evidence": "Preferred hourly pay rate: $50/hr. Has availability: true. Location: Santa Clarita, California, US (PST).",
"rationale": "At $50/hr × 15–20 hrs/week × ~4 weeks = $3,000–$4,000/month, which is under the $5,000/month retainer ceiling. US-based and available. However, he is currently running multiple concurrent engagements (SWM Consulting, Comrade Web, Craig Group, ProcessServerOne, Medical Breakthrough all listed as present), which raises capacity concerns for a 15–20 hr/week additional commitment."
}
},
"final_score_rationale": "Kamil Patel's overall score is significantly depressed by a hard failure on TikTok Ads (req_003), which is one of the three core channel requirements for this paid social role. This single missing element drops hard_requirements_fit to 30 and prevents a passing evaluation. Beyond TikTok, his functional expertise (72) is genuinely strong but skewed toward paid search rather than paid social — his MarketerHire classification is \"Paid Search Marketer\" and the bulk of his work history is Google/Bing-centric. Meta Ads is confirmed at 8+ years but is secondary to his Google Ads identity. His hands-on execution and measurement skills are solid (78 and 74 respectively), demonstrating real operator capability across multiple client accounts. Industry relevance is partial — agency experience fits, but his client mix is heavier on B2B lead gen than consumer-facing brands. Tool fit suffers from the absence of TikTok Ads Manager, Sprout Social, and PA11Y. The weighted composite (~54) reflects a candidate who would be excellent for a Google Ads-heavy or paid search role but does not meet the three-platform requirement of this paid social role.",
"evidence_snippets": [
"15 years of expertise in Google Ads (Search, Display, Shopping, YouTube, PMax); 8+ years managing Meta Ads (Facebook/Instagram) for both lead gen and eCommerce.",
"Tools listed: Google Ads, Google Analytics (GA4), Bing Ads, Facebook Ads Manager — no TikTok Ads Manager mentioned anywhere in profile.",
"Managed 6 ad accounts with a $120K/month budget; managed a $120K+ monthly paid ad budget across Google, Microsoft, Facebook & Amazon Ads.",
"At Comrade Web: manage Google Search, LSA, Bing, and PMax campaigns for law firms...handle accounts end-to-end—from setup to optimization and reporting—with 90%+ retention.",
"Increased overall conversion rate by 15% through continuous campaign optimization, audience refinement, and improved bidding strategies; Reduced wasted ad spend by ~20%.",
"MarketerHire classification: Paid Search Marketer (not Paid Social Marketer).",
"I bring over 13 years of hands-on experience in digital marketing with a deep focus on Paid Search (Google Ads), Social Ads (Meta), and Performance Marketing.",
"No TikTok Ads experience anywhere in profile or tools list. Meta Ads confirmed (8+ years). Google Ads confirmed (15+ years). Agency/multi-client experience confirmed. Performance reporting confirmed. TikTok is a hard requirement and is entirely absent."
],
"three_rs": {
"right_skills": false,
"right_experience": false,
"right_fit": false
},
"match_reasons": [
{
"reason": "Strong Meta Ads experience (8+ years) across lead gen and eCommerce confirmed across multiple roles.",
"evidence": "8+ years managing Meta Ads (Facebook/Instagram) for both lead gen and eCommerce"
},
{
"reason": "Exceptional Google Ads depth (15+ years) with multi-client agency management experience.",
"evidence": "Sr. Google Ads Manager at Comrade Web, Paid Search Manager at SWM Consulting, Craig Group — all concurrent, multi-client management"
},
{
"reason": "Agency environment experience with autonomous, multi-client execution at scale.",
"evidence": "Comrade Web: handle accounts end-to-end—from setup to optimization and reporting—with 90%+ retention"
},
{
"reason": "Strong performance measurement and optimization skills with quantified results.",
"evidence": "Increased overall conversion rate by 15%; Reduced wasted ad spend by ~20%; Boosted landing page conversion rate by an additional 15% by running structured A/B tests"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_003 (TikTok Ads): TikTok Ads experience is completely absent from Kamil Patel's profile, work history, tools list, and accomplishments. TikTok Ads is a required channel alongside Meta and Google for this role, and there is zero evidence he has ever managed TikTok campaigns.",
"HARD FAIL — req_003 context: Candidate is classified as 'Paid Search Marketer' on MarketerHire, not as a Paid Social Marketer, which is consistent with his profile being Google/Bing-dominant with Meta as a secondary channel and no paid social-native experience on TikTok."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jarred_at_leadmavericks_com",
"email": "jarred@leadmavericks.com",
"name": "Jarred Whicker",
"passes_all_hard": false,
"score": 59,
"summary": "Jarred is an experienced performance marketer with strong Meta Ads hands-on execution, credible Google Ads exposure, and a legitimate agency background (Whitelabeled Media, Myosin). He demonstrates genuine senior-level capability in paid social and shows the multi-client, multi-channel scale the role demands. However, two hard requirements carry serious gaps: (1) TikTok Ads — while TikTok is mentioned in his bio/summary, there is no concrete role-level evidence of hands-on TikTok campaign execution (no client, no result, no budget managed), and (2) he currently has no availability per his Neon profile status. The rate ($75/hr ≈ $6,000/month at 20 hrs/week) also sits above the $5,000/month retainer budget. These gaps prevent a clean pass on hard requirements and meaningfully limit his fit for the role as defined.",
"synthesis_quote": "I don't just manage ad spend—I architect full-funnel strategies that drive revenue, optimize customer acquisition, and maximize lifetime value. From Google Ads and Meta to TikTok and YouTube, I know how to scale across platforms while ensuring efficiency and profitability.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 45,
"weight": 25,
"evidence": "Strong Meta proof (Spot & Tango $500k–$1.1M/mo, NJ DUI Fighter $10K/mo Meta spend). Google Ads mentioned in bio and Myosin role. TikTok listed in bio summary only — no concrete TikTok campaign, client, budget, or result anywhere in work history. No availability per Neon profile. Rate ($75/hr) likely exceeds $5K/month retainer at 15–20 hrs/week.",
"rationale": "Meta (req_001) is well-evidenced. Google Ads (req_002) is plausible but thin in the work history — primarily bio-level. TikTok Ads (req_003) is a hard fail: mentioned only as a platform in the bio summary with zero substantiated campaign execution, client, or result. Availability (has_availability: false) is a hard operational concern. Budget fit is marginal. Multi-client management (req_005) is evidenced at Myosin (7+ accounts). Agency experience (req_009) is strong via Whitelabeled Media and Myosin. Overall, one clear hard fail on TikTok and two soft-but-concerning gaps on availability and budget."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Scaled Spot & Tango Meta spend from $500K to $1.1M/month with 102% MoM sales increase and 3% CAC decrease. Managed $10K/month Meta lead-gen for NJ DUI Fighter with lead form optimization. Manages $5M+/month ad spend across 7+ accounts at Myosin. Triten Law: $50K+/month media spend, 20% CPL reduction in first month.",
"rationale": "Deep, concrete paid social expertise — especially Meta. Campaign architecture, audience segmentation (lookalike audiences, purchase behavior targeting), creative testing, and performance optimization are all evidenced. Google Ads appears in bio and Myosin role description but lacks a standalone, detailed paid search case. TikTok functional expertise is absent from work history. Strong overall paid media operator profile, docked for missing TikTok execution depth."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Co-Founder at Whitelabeled Media — 'Built and scaled a performance-driven digital marketing agency, partnering with hundreds of clients across diverse industries.' Myosin: agency account management across Media, Law, E-Commerce. Consumer brand experience: Spot & Tango (DTC pet food), Blvck Paris (luxury fashion), Avec Les Filles (women's fashion).",
"rationale": "Strong agency and DTC consumer brand experience aligns well with Modern PR's boutique agency context serving consumer-facing brands. Multi-client agency operations match the brief's environment. B2C consumer audience experience is well-documented. Slight docking because some recent roles (law firms, mass tort) diverge from consumer-facing brand context."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Spot & Tango: 'I managed and scaled their paid social efforts, increasing monthly ad spend from $500k to $1.1M.' NJ DUI Fighter: 'Tested lead form variations to improve lead quality without sacrificing volume.' Triten Law: 'Launched 20 new creative concepts in first month.' Myosin: 'hands-on account leadership.'",
"rationale": "Profile is clearly operator-forward. Jarred personally builds, tests, optimizes, and scales campaigns — not just delegates. Campaign-level metrics (CAC reductions, ROAS, spend scaling) demonstrate real hands-on ownership. Scores high for the execution-heavy nature of this role."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Triten Law: 'I manage all paid media and lead generation funnels, overseeing strategy, creative, and optimization.' Spot & Tango: 'collaborated with creative teams to develop high-performing ad concepts and leveraged performance data to test, optimize, and scale campaigns quickly.' Myosin: 'Built strategic processes to improve efficiency and client performance.'",
"rationale": "Strong evidence of strategic thinking — funnel architecture, creative testing frameworks, audience strategy (lookalike modeling, segmentation), and cross-functional leadership. Senior enough to own strategy, not just execute briefs. Slightly docked because strategic depth specific to paid social content (TikTok creative strategy, AI/generative search integration) is absent from the profile."
},
"tool_platform_fit": {
"score": 52,
"weight": 8,
"evidence": "Classified tools in Neon: Google Analytics, SEMRush, SpyFu. Meta Ads Manager evidenced in work history. Google Ads referenced in bio. No mention of Sprout Social, PA11Y, or TikTok Ads Manager in profile or tools list.",
"rationale": "Meta Ads Manager is clearly in use. Google Ads is plausible. TikTok Ads Manager is absent. Sprout Social (IMPORTANT tool for reporting) is not mentioned. PA11Y (PREFERRED) not mentioned. Tool profile is thinner than ideal for the specific stack this agency uses, and the absence of Sprout Social is a meaningful gap given it's the reporting tool."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "Spot & Tango: 'Scaled ad spend from $500k to $1M per month in 45 days with a 3% decrease in CAC.' Triten Law: 'reduced cost per signed retainer by over 20%' in first month. Blvck Paris: '37% reduction in CAC.' Myosin: Managing $5M+/month with performance optimization across accounts.",
"rationale": "Strong measurement and optimization proof — CAC tracking, ROAS optimization, spend efficiency at scale. Iterative testing (lead forms, creative concepts, audience segments) is well-documented. Reporting capability is implied but not explicitly demonstrated (no mention of client-facing reporting deliverables or Sprout Social-style reporting)."
},
"availability_budget_fit": {
"score": 20,
"weight": 4,
"evidence": "Neon status: has_availability: false. Preferred rate: $75/hr. At 15–20 hrs/week, this equals ~$4,500–$6,000/month, straddling or exceeding the $5,000/month retainer budget. Multiple current active engagements listed (WB Brands, Abramson Labor, Unhyd, Triten Law, Myosin, NJ DUI Fighter, Spot & Tango).",
"rationale": "No current availability is a significant operational concern given the client's ASAP start requirement. The rate at the high end of the engagement scope exceeds the stated $5,000/month budget. The number of concurrent active engagements raises questions about capacity to take on this role immediately."
}
},
"final_score_rationale": "Jarred's weighted score is dragged down by two critical failures: (1) TikTok Ads (hard req_003) — despite appearing in his bio summary, there is zero substantiated hands-on TikTok campaign execution in any work history entry; no client, no budget, no result. This is a clear hard fail on a HARD requirement worth 25% of the score. (2) Availability — Neon confirms has_availability: false, and his profile shows 7 concurrent active engagements, which directly conflicts with the client's \"ASAP\" start requirement. His Meta Ads execution is genuinely strong and senior-level (Spot & Tango scale, Myosin portfolio, Triten Law results), his agency background is a real match (Whitelabeled Media, Myosin), and his strategic thinking is evident. However, the TikTok hard fail, absent Sprout Social familiarity, rate tension, and zero availability make him a non-starter under the strict rubric. Score reflects strong functional ceiling with significant hard-requirement penalties.",
"evidence_snippets": [
"Scaled ad spend from $500k to $1M per month in 45 days with a 3% decrease in CAC — Spot & Tango (Meta paid social)",
"Built and scaled a performance-driven digital marketing agency, partnering with hundreds of clients across diverse industries — Whitelabeled Media Co-Founder",
"Managing $5M+ in monthly ad spend across Media, Law, and E-Commerce clients. Oversee 7+ accounts — Myosin Agency Account Manager",
"Reduced cost per signed retainer by over 20% in first month; Launched 20 new creative concepts — Triten Law Growth Marketing",
"From Google Ads and Meta to TikTok and YouTube, I know how to scale across platforms — bio summary (no TikTok work history substantiation)",
"has_availability: false; preferred_hourly_pay_rate: $75/hr — Neon profile status",
"I don't just manage ad spend—I architect full-funnel strategies that drive revenue, optimize customer acquisition, and maximize lifetime value. From Google Ads and Meta to TikTok and YouTube, I know how to scale across platforms while ensuring efficiency and profitability.",
"Strong Meta proof (Spot & Tango $500k–$1.1M/mo, NJ DUI Fighter $10K/mo Meta spend). Google Ads mentioned in bio and Myosin role. TikTok listed in bio summary only — no concrete TikTok campaign, client, budget, or result anywhere in work history. No availability per Neon profile. Rate ($75/hr) likely exceeds $5K/month retainer at 15–20 hrs/week."
],
"three_rs": {
"right_skills": "Strong Meta Ads execution and multi-client agency management; Google Ads exposure; audience segmentation and creative testing depth. TikTok Ads is absent from actual work history despite bio mention.",
"right_experience": "Senior-level paid social operator with legitimate agency founder and account director background (Whitelabeled Media, Myosin). DTC consumer brand experience aligns with Modern PR's client base. However, no confirmed TikTok campaign execution and no Sprout Social reporting experience.",
"right_fit": "Agency environment, autonomous execution, and multi-client management all align well. Critically misaligned on availability (no current availability, 7 active engagements) and budget ($75/hr likely exceeds $5K/month retainer at this role's hour commitment)."
},
"match_reasons": [
{
"reason": "Senior Meta Ads operator with documented $500K–$1.1M/month spend management and measurable CAC improvements at Spot & Tango",
"evidence": "Scaled ad spend from $500k to $1M per month in 45 days with a 3% decrease in CAC"
},
{
"reason": "Genuine agency founder and multi-client account director background matching the autonomous agency executor requirement",
"evidence": "Built and scaled a performance-driven digital marketing agency...partnering with hundreds of clients across diverse industries"
},
{
"reason": "Multi-account management at scale (7+ accounts, $5M+/month) directly addresses req_005 multi-client campaign management",
"evidence": "Oversee 7+ accounts, including enterprise clients spending up to $4M/month — Myosin"
},
{
"reason": "Hands-on creative testing and audience segmentation documented across multiple roles",
"evidence": "37% reduction in CAC. My role included creative testing, scaling high-performing ads, and refining audience segmentation to boost ROAS"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_003 (TikTok Ads): TikTok is mentioned only in the bio summary ('From Google Ads and Meta to TikTok and YouTube, I know how to scale across platforms') but zero work history entries document hands-on TikTok campaign execution, client name, budget managed, or measurable TikTok result. This does not meet the 'proven, hands-on experience running paid campaigns in TikTok Ads' standard.",
"HARD CONCERN — Availability: Neon profile explicitly shows has_availability: false, and the candidate lists 7 concurrent active engagements. The client requires ASAP start; this creates a direct operational conflict.",
"HARD CONCERN — req_008 (Budget): At $75/hr and 15–20 hrs/week, the annualized cost is $4,500–$6,000/month, which at the upper range exceeds the $5,000/month retainer budget ceiling."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "tony_at_blastoffppc_com",
"email": "tony@blastoffppc.com",
"name": "Antonio Romo",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is OFFBOARDED.",
"synthesis_quote": "Candidate was not sent to the LLM evaluator because a deterministic hard screen fired.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 0,
"weight": 25,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"functional_expertise": {
"score": 0,
"weight": 20,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"industry_audience_relevance": {
"score": 0,
"weight": 12,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"hands_on_execution": {
"score": 0,
"weight": 15,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"strategy_and_judgment": {
"score": 0,
"weight": 10,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"tool_platform_fit": {
"score": 0,
"weight": 8,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"measurement_optimization": {
"score": 0,
"weight": 6,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"availability_budget_fit": {
"score": 0,
"weight": 4,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
}
},
"final_score_rationale": "Deterministic hard screen fired: Profile status is OFFBOARDED.",
"evidence_snippets": [
"---\n# Identity\nemail: \"tony@blastoffppc.com\"\nname: Antonio Romo\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2025-11-25\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-09T16:03:18.146044+00:00\nneon_updated_at: 2025-11-25T18:04:48.468872+00:00\n---\n\n# Antonio Romo\n\n>"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"tony@blastoffppc.com\"\nname: Antonio Romo\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2025-11-25\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is OFFBOARDED."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is OFFBOARDED."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dillon_at_theconvertlab_com",
"email": "dillon@theconvertlab.com",
"name": "Dillon Zolnierczyk",
"passes_all_hard": false,
"score": 59,
"summary": "Dillon is a capable performance marketer with strong Meta and Google Ads execution history, impressive revenue and lead-volume outcomes, and genuine agency/multi-client operating experience through Convert Lab. His Meta and Google credentials are well-documented and verifiable. However, TikTok Ads experience is extremely thin — mentioned only in passing at Feaster Media alongside Facebook, Instagram, and YouTube, with zero campaign-level detail — and this is a HARD requirement alongside Meta and Google. There is also no evidence of Sprout Social, PA11Y, programmatic/Propellant, or any AI/generative search awareness. His rate at $75/hr equates to roughly $6,000/month at 20 hrs/week, potentially above the $5,000/month retainer budget (a HARD req). These gaps collectively prevent a clear pass on all hard requirements.",
"synthesis_quote": "I manage end-to-end campaigns across Google, Meta, and Reddit... built full-funnel campaigns across Facebook, Instagram, TikTok and YouTube... Scaled monthly ad spend 25x from $6,000 to $150,000 while maintaining a consistent $250 cost-per-booking.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 52,
"weight": 25,
"evidence": "Strong Meta & Google evidence across multiple accounts (Value Build, Prep for Success, Long Life Windows). TikTok only mentioned at Feaster Media with no campaign detail. No evidence of $5K/month budget fit given $75/hr rate. Multi-client and reporting evidence is present.",
"rationale": "Meta (req_001) and Google (req_002) are well-substantiated with concrete results. TikTok (req_003) is listed as a tool and mentioned once at Feaster Media ('Facebook, Instagram, TikTok and YouTube') but no campaign-level TikTok detail exists — this is a HARD requirement and the evidence is too thin to confidently pass it. Budget (req_008) is a HARD requirement at $5K/month; at $75/hr x 20 hrs/week that is ~$6K/month, which exceeds the budget unless negotiated. Multi-client (req_005) and reporting (req_007) and agency context (req_009) are plausible. Scoring low due to the TikTok and budget hard-req failures."
},
"functional_expertise": {
"score": 80,
"weight": 20,
"evidence": "Generated 550+ monthly paid leads (Facebook avg 250/month, Google avg 300/month); Scaled monthly ad spend 25x from $6,000 to $150,000; Increased Annual Revenue by 617% (700k -> 5.15m); managed end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization.",
"rationale": "Dillon's functional depth in paid social (Meta) and paid search (Google) is strong, with specific CPL, revenue, and spend metrics across multiple clients. He demonstrates campaign architecture, creative testing, audience segmentation, and CRO competency. Deduction for TikTok Ads functional depth being essentially absent, as it is one of three core channels in this role."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Founder and CEO of Convert Lab, a digital marketing agency specializing in direct-to-consumer (DTC) and e-commerce; industries listed include Ecommerce, Local Businesses, Marketing Agencies, Consumer Packaged Goods, Beauty, Apparel, Fashion, Entertainment, Events.",
"rationale": "Dillon has relevant agency and consumer-brand experience (DTC, e-commerce, local service businesses). Modern PR is a boutique digital agency serving consumer-facing brands — his Convert Lab background and DTC/e-commerce client roster is a solid match. Not deep in PR-specific or influencer-heavy contexts, but the B2C consumer brand angle is well-covered."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status; Ran structured A/B tests across carousel, collage, video, and messaging to reduce CPL; Launched AI booking chatbots and GoHighLevel automation; installed GA4 and Meta tracking, built full-funnel campaigns across Facebook, Instagram, TikTok and YouTube.",
"rationale": "Profile is clearly execution-heavy: he personally builds tracking infrastructure, manages media buys, writes copy, runs A/B tests, and ships campaigns. Multiple roles list him as the sole practitioner managing budgets in the $150K/month range. This is strong hands-on evidence that aligns with the role's need for an operator, not just an advisor."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Developed a 'Bleeding Neck' profile to guide ad copy, focusing on visceral homeowner pains; Documented brand 'non-negotiables' in ad creative to protect margins against competitors; Created 'All Ad Lead Stages' report linking creative and campaign names to sales outcomes for rapid optimization.",
"rationale": "Dillon shows genuine strategic judgment: messaging frameworks, competitive positioning, funnel re-engineering, and data-to-decision linkage. These examples suggest he can translate business goals into campaign architecture. Slightly penalized because some of the strategic framing skews toward growth/CRO advisory and less toward the creative content strategy angle Modern PR emphasizes."
},
"tool_platform_fit": {
"score": 60,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, LinkedIn, Snapchat, Pinterest, Reddit; Managed Meta Ads Manager, Google Ads, HubSpot & Follow Up Boss; Integrated GoHighLevel and Agency Analytics.",
"rationale": "Core paid platforms (Meta Ads Manager, Google Ads) are well-evidenced. TikTok Ads Manager is listed as a tool but depth is unproven. No mention of Sprout Social (IMPORTANT req), PA11Y (PREFERRED), or Propellant/programmatic (PREFERRED). Missing two of the role's explicitly named tools reduces the score meaningfully."
},
"measurement_optimization": {
"score": 80,
"weight": 6,
"evidence": "Built HubSpot+Salesforce attribution/reporting to tie ads to revenue; Integrated GoHighLevel and Agency Analytics to blend CRM data with ad spend, enabling granular tracking of customer lifetime value; Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status for end-to-end sales attribution.",
"rationale": "Dillon demonstrates sophisticated measurement practices: multi-touch attribution, CRM-linked reporting, GTM/CAPI setup, GA4 implementation, and A/B test-to-optimization loops. This is well above average and directly relevant to the monthly reporting requirement for Modern PR's two clients."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $75/hr; has_availability: true; location: Comox, British Columbia, CA.",
"rationale": "Candidate is available and active. However, $75/hr x 15-20 hrs/week = $4,500–$6,000/month. At 20 hrs/week, this exceeds the $5,000/month HARD budget. At 15 hrs/week it fits, but the role anticipates 20 hrs/week of sustained work. Location (BC, Canada) is in a compatible timezone for a US-based agency. This is a meaningful budget risk given the HARD budget classification."
}
},
"final_score_rationale": "Dillon's strongest dimensions are hands-on execution (82/100), functional expertise in Meta/Google (80/100), and measurement/optimization (80/100), all of which are backed by specific, concrete results across multiple client accounts. These would normally yield a highly competitive score. However, two HARD requirements create meaningful drag: (1) TikTok Ads (req_003) — mentioned only once in a list of platforms at Feaster Media with no campaign specifics, creative results, or budget context, insufficient to satisfy a HARD requirement; (2) Budget fit (req_008) — at $75/hr, 20 hrs/week engagement exceeds the $5K/month retainer ceiling. Additionally, Sprout Social (IMPORTANT), AI/generative search awareness (IMPORTANT), and PA11Y (PREFERRED) are entirely absent from the profile. The final weighted score reflects strong core execution but material hard-req failures that prevent a high-confidence recommendation.",
"evidence_snippets": [
"Scaled monthly ad spend 25x from $6,000 to $150,000 while maintaining a consistent $250 cost-per-booking for Prep for Success.",
"Led end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization. Generated 550+ monthly paid leads (Facebook avg 250/month, Google avg 300/month).",
"Built full-funnel campaigns across Facebook, Instagram, TikTok and YouTube, and optimised daily using real-time sales data. Each event season, I manage a monthly spend of over $300,000/month.",
"Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status for end-to-end sales attribution.",
"Founder and CEO of Convert Lab, a digital marketing agency specializing in direct-to-consumer (DTC) and e-commerce.",
"preferred_hourly_pay_rate: $75/hr",
"I manage end-to-end campaigns across Google, Meta, and Reddit... built full-funnel campaigns across Facebook, Instagram, TikTok and YouTube... Scaled monthly ad spend 25x from $6,000 to $150,000 while maintaining a consistent $250 cost-per-booking.",
"Strong Meta & Google evidence across multiple accounts (Value Build, Prep for Success, Long Life Windows). TikTok only mentioned at Feaster Media with no campaign detail. No evidence of $5K/month budget fit given $75/hr rate. Multi-client and reporting evidence is present."
],
"three_rs": {
"right_skills": "Strong Meta and Google Ads execution with measurable outcomes; campaign architecture, A/B testing, CRO, and attribution. TikTok Ads depth is insufficient for HARD requirement.",
"right_experience": "Multi-client agency operator via Convert Lab; multiple concurrent client roles (Feaster Media, Value Build, Prep for Success, Long Life Windows) demonstrating the scale and autonomy needed. Missing TikTok and Sprout Social experience.",
"right_fit": "Consumer-brand DTC/e-commerce agency background aligns with Modern PR's client profile. Rate likely exceeds $5K/month retainer budget at the expected 20 hrs/week engagement. No evidence of Sprout Social, PA11Y, or AI/generative search awareness."
},
"match_reasons": [
{
"reason": "Proven Meta Ads execution at scale",
"evidence": "Generated 550+ monthly paid leads via Meta across Value Build Homes; managed $300K+/month in event spend including Facebook/Instagram at Feaster Media"
},
{
"reason": "Proven Google Ads execution with measurable revenue impact",
"evidence": "Scaled Prep for Success from $700K to $5.15M annual revenue; managed Google, Meta, Bing, Reddit to $150K/month run rate"
},
{
"reason": "Multi-client autonomous operator",
"evidence": "Running 4+ concurrent client engagements across Convert Lab and direct relationships; described as hands-on from strategy through daily optimization"
},
{
"reason": "Strong measurement and attribution infrastructure",
"evidence": "Built GTM+CAPI+HubSpot+Salesforce attribution stacks across multiple clients; created campaign-to-revenue reporting frameworks"
},
{
"reason": "Agency/DTC industry alignment",
"evidence": "Founder of Convert Lab, a DTC/e-commerce digital agency; industries include consumer brands, beauty, apparel, events — matching Modern PR's client base"
}
],
"hard_fail_reasons": [
"TikTok Ads (req_003 — HARD): Only mentioned once in passing at Feaster Media alongside Facebook, Instagram, and YouTube. No TikTok-specific campaign structure, creative detail, budget, or results are cited. This is insufficient evidence to satisfy a HARD channel requirement.",
"Budget fit (req_008 — HARD): Candidate's preferred rate is $75/hr. At the role's expected 15–20 hrs/week, this equates to $4,500–$6,000/month. At the full 20-hour engagement level, the rate exceeds the $5,000/month retainer budget ceiling classified as HARD."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "shane_at_ownedgrowth_com",
"email": "shane@ownedgrowth.com",
"name": "Shane Mulcahy",
"passes_all_hard": false,
"score": 37,
"summary": "Shane Mulcahy is a capable paid search (Google Ads) and email marketing specialist with solid B2B SaaS and ecommerce execution history. However, he critically fails three of the role's five hard channel requirements: there is no evidence of TikTok Ads experience, no evidence of Meta Ads (Facebook/Instagram) hands-on campaign management, and his paid social expertise is limited to LinkedIn Ads — a B2B platform entirely misaligned with this consumer-brand agency role. His agency background is thin and his current engagement is very small-scale ($1.8K/month for five accounts). The role demands a senior, consumer-facing paid social specialist who can own Meta, Google, and TikTok simultaneously across multi-client accounts; Shane's profile does not support that.",
"synthesis_quote": "Specialities: Demand Generation | Email Marketing Automation | Paid Search (Google Ads) | Paid Social (Linkedin Ads) | Klaviyo | HubSpot | A/B Testing & Experimentation | Data analysis",
"weighted_scores": {
"hard_requirements_fit": {
"score": 18,
"weight": 25,
"evidence": "No Meta Ads or TikTok Ads experience found anywhere in profile. Google Ads experience is confirmed but exclusively in B2B SaaS contexts. LinkedIn Ads is the only paid social channel listed.",
"rationale": "req_001 (Meta Ads) — HARD FAIL: zero evidence. req_002 (Google Ads) — passes, confirmed across multiple engagements. req_003 (TikTok Ads) — HARD FAIL: zero evidence. req_004 (Senior/Autonomous) — partial; shows independence but in narrow paid search, not senior paid social. req_005 (Multi-client management) — partial; current role manages five accounts but at $1.8K/month total, very limited scale. req_006 (Audience segmentation/campaign architecture) — partial Google Ads evidence only. req_007 (Performance reporting) — confirmed via Google Sheets/Swydo routines. req_009 (Agency environment) — only one small agency-adjacent engagement at Kevin Charette; not clearly a real agency role. Two of six hard channel/skill requirements are outright absent; overall hard fit is low."
},
"functional_expertise": {
"score": 30,
"weight": 20,
"evidence": "Specialities listed: 'Paid Search (Google Ads) | Paid Social (LinkedIn Ads)'. No mention of Meta Ads Manager, Facebook/Instagram campaigns, or TikTok Ads anywhere in profile.",
"rationale": "Shane's functional expertise is in Google Ads (paid search) and email marketing — both lanes largely irrelevant to this role's core requirement of Meta/TikTok paid social for consumer brands. LinkedIn Ads experience is B2B-only and does not transfer to consumer-facing Meta/TikTok campaigns. Google Ads competence is real but only one of the three required channels."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "DTC ecommerce work: 'Yummygums, a DTC eCommerce brand specializing in gummy vitamins... 114% increase in revenue attributed to Google Ads, 350% ROAS.' One Love Organics: 'clean beauty brand... post purchase workflows.'",
"rationale": "Some DTC/consumer ecommerce exposure via Yummygums and One Love Organics, but both were Google Ads or email engagements — not paid social. The bulk of his paid work is B2B SaaS (Futrli, AutoEntry, GoProposal). Consumer-facing brand agency experience is very thin."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "'Daily, weekly and monthly optimization routine — Performance reporting' at Futrli and AutoEntry. 'Account restructured with the use of custom labels. Additionally, the freelancer undertook keyword research, campaign optimization, and A/B testing.'",
"rationale": "Shane clearly executes hands-on in Google Ads — audits, bid management, A/B testing, restructuring accounts. Email hands-on work is also well-documented. However, this execution is entirely in channels (search, email) that are peripheral to the role. No hands-on paid social (Meta/TikTok) execution evidence exists."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "'Campaign structure and strategy to capture demand which included campaign themes such as brand, non brand, competitor, content focus, DSA, RLSA and pMax.' 'Developed full funnel LinkedIn Ads strategy aligning ad creatives with the stages of awareness.'",
"rationale": "Shows strategic thinking in paid search campaign architecture and funnel-stage creative alignment on LinkedIn. These skills are transferable in principle but the evidence is all B2B and search-focused, not paid social/consumer. Strategy judgment in Meta or TikTok advertising environments is absent."
},
"tool_platform_fit": {
"score": 20,
"weight": 8,
"evidence": "Tools listed: 'Google Analytics, Klaviyo, HubSpot, Shopify, Canva, Photoshop.' No Meta Ads Manager, TikTok Ads Manager, or Sprout Social listed anywhere.",
"rationale": "Google Ads is confirmed. Meta Ads Manager, TikTok Ads, and Sprout Social — three of the most critical tools for this role — are completely absent from the profile. The tool stack is email and CRM heavy, not paid social."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "'Conducting daily, weekly and monthly optimization routines and performance reporting in Google sheets and Swydo.' '30% increase in trial signups & 9% decrease in CPA.' '114% increase in revenue attributed to Google Ads.'",
"rationale": "Shane demonstrates genuine measurement and optimization rigor in Google Ads, including KPI tracking, CPA reduction, and ROAS reporting. This is real but channel-specific to search; no evidence of paid social reporting or attribution modeling for Meta/TikTok."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "'preferred_hourly_pay_rate: $75/hr' and 'has_availability: false'. Current engagement at Kevin Charette is ongoing at $1.8K/month.",
"rationale": "$75/hr × ~20 hrs/week = ~$6,000/month, slightly above the $5,000/month retainer budget. Availability is listed as false. Both are concerning soft signals, though neither is classified as a hard requirement beyond budget."
}
},
"final_score_rationale": "Shane's score is severely penalized by two outright hard-requirement failures: no Meta Ads (Facebook/Instagram) experience and no TikTok Ads experience — the two most critical channels for this role. The role requires a senior paid social specialist owning Meta, Google, and TikTok for consumer-facing clients; Shane's paid social work is limited to B2B LinkedIn Ads. His Google Ads competency is genuine and well-evidenced, but it represents only one of three required channels, and all his paid work is B2B SaaS rather than consumer brand/agency. His email marketing depth is irrelevant here. Availability is currently flagged as false, and his hourly rate slightly exceeds the budget. The weighted score reflects a candidate with real execution skills but in the wrong channels for this specific role.",
"evidence_snippets": [
"Specialities: Demand Generation | Email Marketing Automation | Paid Search (Google Ads) | Paid Social (LinkedIn Ads) | Klaviyo | HubSpot | A/B Testing & Experimentation | Data analysis",
"No Meta Ads Manager or TikTok Ads listed in tools, skills, or any work history engagement.",
"Engagement led to a 114% increase in revenue attributed to Google Ads, alongside a 350% ROAS for Yummygums.",
"Conducting daily, weekly and monthly optimization routines and performance reporting in Google sheets and Swydo.",
"This role requires a marketer with expertise across Search, Social/LinkedIn, and CRM to support up to five client accounts... at a pay rate of $1.8k/month for five accounts.",
"has_availability: false | preferred_hourly_pay_rate: $75/hr",
"No Meta Ads or TikTok Ads experience found anywhere in profile. Google Ads experience is confirmed but exclusively in B2B SaaS contexts. LinkedIn Ads is the only paid social channel listed.",
"Specialities listed: 'Paid Search (Google Ads) | Paid Social (LinkedIn Ads)'. No mention of Meta Ads Manager, Facebook/Instagram campaigns, or TikTok Ads anywhere in profile."
],
"three_rs": {
"relevant": "Hands-on Google Ads execution with measurable results (114% revenue lift at Yummygums, 30% trial increase at Futrli), performance reporting discipline, A/B testing rigor, and some DTC/consumer ecommerce exposure.",
"risks": "No Meta Ads experience (hard fail), no TikTok Ads experience (hard fail), paid social is LinkedIn-only (B2B), no agency environment at meaningful scale, availability listed as false, rate slightly above budget.",
"radar": "If the role ever needed a Google Ads or email specialist for B2B SaaS, Shane would be worth reconsidering. His search campaign architecture and measurement habits are strong in that lane."
},
"match_reasons": [
{
"reason": "Google Ads hands-on execution confirmed",
"evidence": "Optimized Google Ads campaigns resulted in 20% increase in trial signups & 9% decrease in CPA at AutoEntry; 114% revenue increase and 350% ROAS at Yummygums."
},
{
"reason": "Performance reporting and optimization routines",
"evidence": "Conducting daily, weekly and monthly optimization routines and performance reporting in Google Sheets and Swydo at Futrli and AutoEntry."
},
{
"reason": "Multi-client account management experience",
"evidence": "Current role at Kevin Charette: managing up to five client accounts across Search, Social/LinkedIn, and CRM."
}
],
"hard_fail_reasons": [
"req_001 HARD FAIL — Meta Ads (Facebook/Instagram): No evidence of Meta Ads Manager experience anywhere in the profile. Not listed as a tool, skill, or in any work history engagement.",
"req_003 HARD FAIL — TikTok Ads: No evidence of TikTok Ads experience anywhere in the profile. Not listed as a tool, skill, or in any work history engagement.",
"req_009 PARTIAL HARD FAIL — Agency Environment / Autonomous Execution: Only one small agency-adjacent engagement (Kevin Charette, $1.8K/month for five accounts) with no evidence of operating at the scale or seniority expected by a 20-year digital marketing veteran running a consumer-brand agency."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kurlyrtr_at_gmail_com",
"email": "kurlyrtr@gmail.com",
"name": "Kirill Lantsouzovski",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is OFFBOARDED.",
"synthesis_quote": "Candidate was not sent to the LLM evaluator because a deterministic hard screen fired.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 0,
"weight": 25,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"functional_expertise": {
"score": 0,
"weight": 20,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"industry_audience_relevance": {
"score": 0,
"weight": 12,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"hands_on_execution": {
"score": 0,
"weight": 15,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"strategy_and_judgment": {
"score": 0,
"weight": 10,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"tool_platform_fit": {
"score": 0,
"weight": 8,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"measurement_optimization": {
"score": 0,
"weight": 6,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"availability_budget_fit": {
"score": 0,
"weight": 4,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
}
},
"final_score_rationale": "Deterministic hard screen fired: Profile status is OFFBOARDED.",
"evidence_snippets": [
"---\n# Identity\nemail: \"kurlyrtr@gmail.com\"\nname: Kirill Lantsouzovski\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2023-10-24\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-09T16:04:17.232465+00:00\nneon_updated_at: 2025-10-12T08:22:55.929864+00:00\n---\n\n# Kirill La"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"kurlyrtr@gmail.com\"\nname: Kirill Lantsouzovski\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2023-10-24\n\n# Metadata\nsource: neon (live)\ngenerated_at:"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is OFFBOARDED."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is OFFBOARDED."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ro_at_roahmarketing_com",
"email": "ro@roahmarketing.com",
"name": "Ro Ahuja",
"passes_all_hard": false,
"score": 59,
"summary": "Ro Ahuja is an active, hands-on paid media operator with solid Meta and Google Ads execution evidence across multiple concurrent client engagements. However, he fails the TikTok Ads hard requirement — only a single passing mention of TikTok creative development appears in his profile, with no evidence of owning TikTok Ads campaign management end-to-end. His profile also lacks any mention of Sprout Social, PA11Y, or Propellant, and there is no explicit agency multi-client management track record at the scale described (20+ campaigns/month). His rate ($70/hr × 20 hrs = ~$5,600/month) is marginally above the $5K/month retainer budget, creating a soft tension. He has strong depth in Google Ads and Meta, and his recent multi-engagement workload suggests he can operate autonomously, but the TikTok Ads gap is a hard fail for this role.",
"synthesis_quote": "Scaled Google Ads Spend from $70K a month to $160K a month over 3 months while maintaining CPA Goals; Developed Creative for Meta Ads, and TikTok over aggressive sprint to nail down messaging and content with TAM",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Meta Ads: strong (Glo Esthetics CPL -50%, Birches Health creative & scaling, DriveCentric). Google Ads: strong (600% ROAS, Birches Health $70K→$160K, Valley $35 CPA). TikTok Ads: only 'Developed Creative for Meta Ads, and TikTok' at Birches Health — no evidence of owning TikTok Ads campaigns. Multi-client management: plausible from concurrent engagements but not explicitly at 20+ campaigns/month scale. Agency environment: one agency engagement (Seedlogic) noted in snippets.",
"rationale": "Two of three required channels (Meta, Google) are well-evidenced. TikTok Ads campaign ownership is not demonstrated — only creative development is mentioned, which fails req_003. This triggers a hard fail. Seniority and autonomous execution are plausible but the TikTok gap is disqualifying."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "600% ROAS on Google Ads eCommerce; Scaled Google Ads $70K→$160K/month maintaining CPA goals; Improved CPL by 50% and YoY revenue by 25% at Glo Esthetics; Meta Lead Gen pipeline optimization; Microsoft Ads 10x scale.",
"rationale": "Deep, concrete paid search and Meta paid social expertise across multiple roles. TikTok Ads execution is absent (only creative mentioned). Functional breadth is strong but TikTok channel gap limits the score for this role's specific requirements."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "Engagements include consumer-facing brands (Glo Esthetics — esthetics/beauty, Groombuggy — pet/local services, Gene Juarez — salon & spa). Seedlogic snippet references 'health and wellness franchise.' Marketing Agencies listed as industry.",
"rationale": "Good consumer brand exposure (beauty, wellness, local services) relevant to Modern PR's client base. One confirmed agency engagement (Seedlogic). Not extensive boutique digital agency multi-client portfolio evidence, but industry alignment is solid."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "Plan, script, and develop creative for Meta Ads (UGC, Statics, Carousels); Build and manage creative pipeline for Meta Ads; Scaled Google Ads spend $70K→$160K/month; Optimized Microsoft Ad performance 10x; Launched new Google Ads campaigns on $10K/month budget.",
"rationale": "Profile consistently shows direct, personal execution — building campaigns, scripting creatives, managing bids and optimizations. Multiple concurrent active engagements indicate high throughput operator. TikTok execution gap prevents a higher score."
},
"strategy_and_judgment": {
"score": 68,
"weight": 10,
"evidence": "Restructured all web analytics to correctly track website traffic, conversion attribution, and phone call attribution; Optimized content strategy for top, mid and bottom funnel content on Social media; Developed Creative for Meta Ads, and TikTok over aggressive sprint to nail down messaging and content with TAM.",
"rationale": "Shows strategic thinking on funnel architecture, attribution setup, and audience messaging. Evidence of sprint-based creative strategy and channel prioritization. Less explicit evidence of multi-client campaign architecture at the 20+ campaign scale."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, Google Analytics, Google Campaign Manager, Google Tag Manager, Search Ads 360, LinkedIn, Reddit. No Sprout Social, PA11Y, or Propellant mentioned anywhere in profile.",
"rationale": "Strong Google and Meta platform tooling. Missing Sprout Social (important for reporting), PA11Y (content scheduling), and Propellant (preferred programmatic). TikTok Ads Manager not listed. Tool gaps are notable for this specific stack."
},
"measurement_optimization": {
"score": 72,
"weight": 6,
"evidence": "Reporting & Analysis: Provide periodic reporting with insights on key performance metrics; Improved CPL cost efficiency by 50%; Improved YoY revenue by 25% and dropped marketing spend by 35% YoY; Achieved 600% ROAS on all digital media spend.",
"rationale": "Clear KPI ownership and optimization results across multiple engagements. Periodic reporting mentioned in Seedlogic scope. Attribution work at The Valley. Solid measurement evidence, though no explicit monthly reporting cadence for multi-client accounts is demonstrated."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "Preferred hourly rate: $70/hr. At 15-20 hrs/week = ~$4,200–$5,600/month. Budget is $5,000/month retainer. Has availability per Neon status. Multiple active concurrent engagements may constrain bandwidth.",
"rationale": "Rate is on the edge — $70/hr at 20 hrs/week slightly exceeds the $5K/month budget. Has availability flagged in system. However, currently holds 5+ active concurrent engagements which raises capacity concerns for a 15-20 hr/week commitment to a demanding fast-paced agency."
}
},
"final_score_rationale": "Ro Ahuja's score is primarily penalized by the hard fail on TikTok Ads (req_003) — the profile shows only creative development for TikTok, not campaign ownership or management in TikTok Ads Manager. This is a disqualifying gap for a role where TikTok Ads is explicitly a HARD requirement. His Meta and Google Ads strength is genuine and well-evidenced with concrete ROAS, CPL, and spend-scaling results. Hands-on execution and functional expertise in the channels he does cover are solid. The tool stack gaps (no Sprout Social, no TikTok Ads Manager listed) and capacity concerns from 5+ concurrent engagements further temper the score. If TikTok Ads experience were demonstrated, he would be a competitive candidate.",
"evidence_snippets": [
"Scaled Google Ads Spend from $70K a month to $160K a month over 3 months while maintaining CPA Goals",
"Optimized Meta Lead Gen Pipeline & Creative - Improved CPL cost efficiency by 50% freeing reducing cost and improving ROI",
"Developed Creative for Meta Ads, and TikTok over aggressive sprint to nail down messaging and content with TAM",
"Improved YoY revenue by 25% and dropped marketing spend by 35% YoY [Glo Esthetics Meta Ads]",
"Achieved a 600% ROAS on all digital media spend on Google Ads for all eCommerce Sales",
"40% – Google Ads Management: Managing campaigns, ad optimizations, and performance tracking across Google's platform. 40% – Meta Ads Management [Seedlogic scope]",
"Scaled Google Ads Spend from $70K a month to $160K a month over 3 months while maintaining CPA Goals; Developed Creative for Meta Ads, and TikTok over aggressive sprint to nail down messaging and content with TAM",
"Meta Ads: strong (Glo Esthetics CPL -50%, Birches Health creative & scaling, DriveCentric). Google Ads: strong (600% ROAS, Birches Health $70K→$160K, Valley $35 CPA). TikTok Ads: only 'Developed Creative for Meta Ads, and TikTok' at Birches Health — no evidence of owning TikTok Ads campaigns. Multi-client management: plausible from concurrent engagements but not explicitly at 20+ campaigns/month scale. Agency environment: one agency engagement (Seedlogic) noted in snippets."
],
"three_rs": {
"reach": "Ro covers Meta and Google Ads with strong, concrete, quantified results across consumer brands and local services — a relevant reach for Modern PR's client base. TikTok Ads reach is unproven at the campaign management level.",
"relevance": "The role requires senior ownership of Meta, Google, and TikTok Ads. Ro is highly relevant for two of three required channels. His agency experience (Seedlogic) and consumer brand engagements (Glo Esthetics, Gene Juarez) align with Modern PR's profile. TikTok campaign management relevance is absent.",
"readiness": "Ro is actively onboarded on MarketerHire, has availability flagged, and demonstrates autonomous multi-client execution. However, 5+ concurrent active engagements raise bandwidth concerns, and the TikTok Ads gap means he cannot fully own the role from day one without upskilling on that channel."
},
"match_reasons": [
{
"reason": "Strong Google Ads execution with quantified results",
"evidence": "Scaled Google Ads Spend from $70K to $160K/month maintaining CPA goals; 600% ROAS on eCommerce Google Ads"
},
{
"reason": "Proven Meta Ads campaign management with CPL and revenue outcomes",
"evidence": "Improved CPL cost efficiency by 50%; Improved YoY revenue by 25% and dropped marketing spend by 35% YoY at Glo Esthetics"
},
{
"reason": "Hands-on creative development and pipeline management for paid social",
"evidence": "Plan, script, and develop creative for Meta Ads (UGC, Statics, Carousels & More); Build and manage creative pipeline for Meta Ads"
},
{
"reason": "Consumer brand and agency experience relevant to Modern PR's client base",
"evidence": "Engagements span Glo Esthetics (beauty), Gene Juarez (salon & spa), Seedlogic (digital marketing agency) — all consumer-facing"
}
],
"hard_fail_reasons": [
"req_003 FAIL — TikTok Ads: Profile mentions 'Developed Creative for Meta Ads, and TikTok' at Birches Health but shows no evidence of owning, building, or managing TikTok Ads campaigns in TikTok Ads Manager. Creative development is not equivalent to campaign management. This is a HARD requirement and is not satisfied.",
"req_003 Supporting — TikTok Ads Manager is not listed in Ro's tools, and no TikTok-specific campaign metrics, audience segmentation, or reporting evidence appears anywhere in the profile."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "sheilah_at_six15mediagroup_com",
"email": "sheilah@six15mediagroup.com",
"name": "Sheilah Pacete",
"passes_all_hard": false,
"score": 30,
"summary": "Sheilah Pacete is an experienced organic social media manager and content strategist with a long track record across entertainment, healthcare, and consumer brands. However, she fails multiple hard requirements for this paid social role. There is no concrete evidence of hands-on paid campaign management in Meta Ads Manager, Google Ads, or TikTok Ads at a meaningful scale — the only paid advertising reference is a $2,500/month budget for a single celebrity client (Angelica Castro). TikTok Ads is not evidenced at all as a paid channel (only organic TikTok presence). Google Ads experience is entirely absent. She shows no evidence of managing 20+ campaigns/month, multi-client paid account management at agency scale, or delivering formal performance reports for paid clients. Her MarketerHire classification is Social Media Manager, and her skills list is dominated by organic social, content creation, and community management — not paid media. She does not clear the seniority bar for autonomous, peer-level paid media execution. This candidate is fundamentally misaligned with the role's core paid social requirements.",
"synthesis_quote": "Managed a monthly paid advertising budget of $2,500 [for Angelica Castro] — the only paid media budget reference in the entire profile, with no evidence of Meta Ads Manager, Google Ads, or TikTok Ads hands-on execution at agency scale.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Only paid media reference: 'Managed a monthly paid advertising budget of $2,500' for Angelica Castro. No Google Ads, no TikTok Ads, no multi-client paid campaign management, no 20+ campaigns/month evidence. MarketerHire classification is Social Media Manager with skills listed as organic social, content creation, community management.",
"rationale": "Fails req_001 (Meta Ads hands-on), req_002 (Google Ads — entirely absent), req_003 (TikTok Ads paid — absent), req_005 (20+ campaigns/month), req_007 (performance reporting for paid clients), req_009 (agency paid media autonomous execution). Only $2,500/month paid budget cited with no platform specificity. Score must be very low."
},
"functional_expertise": {
"score": 18,
"weight": 20,
"evidence": "'Social media strategy, content calendar development, campaign management. Content creation, storytelling, visual content development.' Profile skills: organic social strategy, content creation, community management, engagement growth — no paid media functional depth.",
"rationale": "Sheilah has deep expertise in organic social and content, not paid media. The role requires senior paid social expertise across Meta, Google, and TikTok Ads. Her functional lane is adjacent but not the core function requested. Penalized heavily for the mismatch."
},
"industry_audience_relevance": {
"score": 50,
"weight": 12,
"evidence": "Industries: Ecommerce, Local Businesses, Marketing Agencies, Media. Clients include consumer brands (Breadologie, Disclosed Denim, ToGo Spa) and celebrity/entertainment (Jenny McCarthy, Cheryl Burke, Angelica Castro). Six15 Media Group is a consulting operation serving consumer-facing brands.",
"rationale": "Industry exposure to consumer-facing brands and agency-side work is directionally relevant. However, the boutique digital agency paid social context does not align closely when her work has been organic social in nature. Partial credit for consumer brand and agency familiarity."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "'Launched comprehensive social media presence for emerging e-commerce denim brand from inception.' 'Implemented conversion-focused social commerce tactics using shoppable posts, UGC campaigns, influencer marketing.' 'Managed a monthly paid advertising budget of $2,500.'",
"rationale": "Sheilah is clearly a hands-on executor in organic social and content. However, hands-on paid ads execution — building campaigns in Ads Manager, managing bidding, audience segmentation in paid platforms — is not evidenced. The $2,500 paid budget reference is minimal and unspecified by platform. Score reflects execution capability but in the wrong functional lane."
},
"strategy_and_judgment": {
"score": 48,
"weight": 10,
"evidence": "'Developed and executed high-impact social media campaigns across beauty, pharmaceutical, entertainment, and podcast production verticals.' 'Implemented organic-to-conversion funnel strategies, leveraging affiliate campaigns to convert engagement into direct online sales.'",
"rationale": "Demonstrates strategic thinking in organic social, content planning, and funnel strategy. No evidence of paid media strategy — audience segmentation in paid platforms, campaign architecture, bid strategy, or paid creative testing. Strategy credit is for organic/content lane, not paid."
},
"tool_platform_fit": {
"score": 22,
"weight": 8,
"evidence": "Tools listed: Canva, Facebook, Hootsuite, HubSpot, Instagram, Later, Pinterest, Sprout Social, TikTok, Twitter. 'Proficiency in social media management tools (e.g., Hootsuite, Later, Metrics...).' Sprout Social is listed.",
"rationale": "Sprout Social is present (IMPORTANT req_011 — partial credit). No Meta Ads Manager, Google Ads, or TikTok Ads Manager listed as tools. No programmatic or paid platform tooling. Tool fit is heavily organic-social-oriented. Sprout Social saves this from a zero but overall tool fit for paid media is very weak."
},
"measurement_optimization": {
"score": 35,
"weight": 6,
"evidence": "'Social media analytics, ROI measurement, performance reporting, data-driven decision making.' '310%+ in engagement in 120 days with implemented strategy.' '344%+ in reach in 120 days with implemented strategy.'",
"rationale": "Shows measurement capability in organic social (follower growth, engagement, reach). No evidence of paid media KPIs — ROAS, CPA, CPM optimization, paid attribution, or formal paid performance reporting. Partial credit for general analytics mindset."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "Preferred hourly rate: $65/hr. At 15–20 hrs/week, this equates to ~$3,900–$5,200/month, which is at the boundary of the $5,000/month retainer budget. Location: Redondo Beach, CA (PST — US-based). Status: active, has_availability: true.",
"rationale": "Rate is tight but potentially workable at the retainer ceiling. US-based, active, available. Soft fit is acceptable on availability/budget/timezone dimensions."
}
},
"final_score_rationale": "The final score is very low primarily because Sheilah fails 6 of 7 HARD requirements. The two highest-weight dimensions — hard_requirements_fit (25 pts) and functional_expertise (20 pts) — both score severely low due to the fundamental mismatch: this role requires a senior paid media operator across Meta Ads Manager, Google Ads, and TikTok Ads managing 20+ campaigns/month at agency scale, and Sheilah's entire career is organic social media management and content strategy. The only paid advertising evidence is a $2,500/month budget for a single celebrity client with no platform specificity. Google Ads experience is entirely absent. TikTok Ads (paid) is absent. Multi-client paid campaign management at scale is absent. Sprout Social familiarity provides minor tool-fit credit. US-based availability and rate near-fit provide a small boost in availability_budget_fit. No amount of organic social expertise compensates for the absence of the core paid media qualifications this role demands.",
"evidence_snippets": [
"Managed a monthly paid advertising budget of $2,500 [for Angelica Castro] — only paid media budget reference in profile",
"Skills listed: Organic social strategy across various social channels, Content creation, Community management, Engagement growth — no paid media skills",
"Tools listed: Canva, Facebook, Hootsuite, HubSpot, Instagram, Later, Pinterest, Sprout Social, TikTok, Twitter — no Meta Ads Manager, Google Ads, or TikTok Ads Manager",
"MarketerHire classification: Social Media Manager (not Paid Media/Paid Social)",
"310%+ in engagement in 120 days with implemented strategy [San Diego Blood Bank — organic social metrics, not paid]",
"Develop and execute high-impact social media campaigns across beauty, pharmaceutical, entertainment, and podcast production verticals [Six15 Media Group — organic/content focus]",
"Managed a monthly paid advertising budget of $2,500 [for Angelica Castro] — the only paid media budget reference in the entire profile, with no evidence of Meta Ads Manager, Google Ads, or TikTok Ads hands-on execution at agency scale.",
"Only paid media reference: 'Managed a monthly paid advertising budget of $2,500' for Angelica Castro. No Google Ads, no TikTok Ads, no multi-client paid campaign management, no 20+ campaigns/month evidence. MarketerHire classification is Social Media Manager with skills listed as organic social, content creation, community management."
],
"three_rs": {
"relevant": "Consumer-facing brand experience across entertainment, ecommerce, and healthcare verticals; Sprout Social tool familiarity; US-based availability; content strategy and storytelling background that could complement a paid team",
"risks": "Fails hard requirements for Meta Ads Manager, Google Ads, and TikTok Ads hands-on paid execution; no evidence of 20+ campaign/month management; no multi-client paid account management; only $2,500/month paid budget cited with no platform specificity; Google Ads experience is entirely absent; classified as Social Media Manager, not Paid Social",
"ramping": "Would require extensive paid media training across all three required platforms — directly contradicting Jennifer's explicit requirement for a peer-level executor who needs no hand-holding; not a viable ramp scenario for this role"
},
"match_reasons": [
{
"reason": "Sprout Social listed as a tool — aligns with the agency's measurement/reporting stack (req_011 IMPORTANT)",
"evidence": "Tools: Sprout Social listed in MarketerHire profile"
},
{
"reason": "Agency-side consulting experience at Six15 Media Group serving consumer-facing brands — directionally relevant industry context (req_018 PREFERRED)",
"evidence": "Social Media Consultant at Six15 Media Group (2012–Present): clients include Jenny McCarthy, Cheryl Burke, Breadologie, ToGo Spa"
},
{
"reason": "US-based, active, and available at a rate near the $5,000/month retainer ceiling",
"evidence": "Location: Redondo Beach, CA; preferred_hourly_pay_rate: $65/hr; has_availability: true"
}
],
"hard_fail_reasons": [
"req_001 FAIL — Meta Ads Manager: No evidence of hands-on paid campaign execution in Meta Ads Manager across client accounts. Only reference to paid advertising is '$2,500/month budget' for Angelica Castro with no platform specificity.",
"req_002 FAIL — Google Ads: Zero evidence of any Google Ads experience anywhere in the profile. Entirely absent.",
"req_003 FAIL — TikTok Ads: TikTok is listed only as an organic social channel tool. No evidence of paid TikTok Ads campaign management.",
"req_004 FAIL — Senior/Peer-Level Paid Executor: Entire career is organic social management and content strategy. Cannot operate as a peer-level paid media executor to a 20-year digital marketing veteran without extensive paid media training.",
"req_005 FAIL — Multi-Client 20+ Campaigns/Month: No evidence of managing 20+ active paid campaigns per month across multiple client accounts simultaneously.",
"req_007 FAIL — Performance Reporting for Paid Clients: No evidence of delivering formal monthly paid media performance reports for agency clients. Metrics cited are organic social (follower growth, engagement, reach).",
"req_009 FAIL — Agency Autonomous Paid Execution: While she has agency consulting experience, it is entirely in organic social — not autonomous paid media execution in a fast-paced agency environment."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "valuencer_at_gmail_com",
"email": "valuencer@gmail.com",
"name": "Joe Gill",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is OFFBOARDED.",
"synthesis_quote": "Candidate was not sent to the LLM evaluator because a deterministic hard screen fired.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 0,
"weight": 25,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"functional_expertise": {
"score": 0,
"weight": 20,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"industry_audience_relevance": {
"score": 0,
"weight": 12,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"hands_on_execution": {
"score": 0,
"weight": 15,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"strategy_and_judgment": {
"score": 0,
"weight": 10,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"tool_platform_fit": {
"score": 0,
"weight": 8,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"measurement_optimization": {
"score": 0,
"weight": 6,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"availability_budget_fit": {
"score": 0,
"weight": 4,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
}
},
"final_score_rationale": "Deterministic hard screen fired: Profile status is OFFBOARDED.",
"evidence_snippets": [
"---\n# Identity\nemail: \"valuencer@gmail.com\"\nname: Joe Gill\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2023-10-24\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-09T16:04:25.838192+00:00\nneon_updated_at: 2026-06-08T19:43:48.290170+00:00\n---\n\n# Joe Gill\n\n> **STATUS"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"valuencer@gmail.com\"\nname: Joe Gill\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2023-10-24\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-09"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is OFFBOARDED."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is OFFBOARDED."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kzbrzezny_at_yahoo_com",
"email": "kzbrzezny@yahoo.com",
"name": "Kate Zbrzezny",
"passes_all_hard": false,
"score": 54,
"summary": "Kate Zbrzezny is a seasoned growth and paid search marketer with 15+ years of experience, strong Google Ads and Meta credentials, and a track record of managing significant ad budgets. However, she fails two critical hard requirements: there is no credible evidence of hands-on TikTok Ads campaign management (TikTok is only mentioned in passing at LuckTown Threads with no specifics), and her agency/multi-client experience is thin — the bulk of her career is in-house (Leslie's Poolmart, Mon Cheri). Her profile skews heavily toward paid search (SEM/Google Ads) and growth strategy rather than paid social execution at the depth and breadth this role demands. The Mon Cheri engagement reads more like organic/content social strategy with influencer coordination than paid social campaign management. She lacks explicit evidence of managing 20+ campaigns/month across multi-client accounts, and there is no mention of TikTok Ads Manager, Sprout Social, or programmatic tools.",
"synthesis_quote": "\"Kate led the performance marketing strategy across Paid Social, SEO, and Display channels, directly managing campaigns on Meta, TikTok, and Google platforms.\" — LuckTown Threads (single DTC brand, not multi-client agency context)",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Meta: confirmed via LuckTown Threads and Leslie's. Google Ads: confirmed, $13M SEM revenue. TikTok Ads: mentioned at LuckTown Threads but no specifics, no client portfolio. Multi-client campaign management: no agency context with 20+ campaigns/month across multiple clients. Agency autonomous execution: career is predominantly in-house.",
"rationale": "Three of seven hard requirements are unmet or weakly supported: TikTok Ads lacks any substantive proof; multi-client campaign management at 20+/month is absent; agency-environment autonomous execution is not demonstrated — most roles are in-house director positions. Meta and Google Ads are credible but incomplete for a full hard-pass."
},
"functional_expertise": {
"score": 60,
"weight": 20,
"evidence": "'Successfully managed SEM accounts grossing over $13M in revenue, while improving ROI by over 150% YOY' — Leslie's. 'Led the performance marketing strategy across Paid Social, SEO, and Display channels, directly managing campaigns on Meta, TikTok, and Google platforms' — LuckTown Threads.",
"rationale": "Strong Google Ads/SEM depth is evident, and Meta is plausible. However, TikTok paid execution is asserted but not substantiated with results or specifics. The role requires senior-level paid social across all three platforms equally; Kate's expertise is skewed toward paid search and growth strategy, not paid social depth."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "'Mon Cheri Bridals is a leading bridal gown and wedding dress manufacturer' — consumer-facing brand. 'LuckTown Threads is an online retailer selling branded t-shirts' — DTC ecommerce. B2C audiences confirmed across multiple roles.",
"rationale": "Consumer-facing brand and ecommerce experience is relevant to Modern PR's client base. However, there is no boutique digital agency experience — all context is in-house or freelance for individual brands, not multi-client agency work. The agency environment relevance is low."
},
"hands_on_execution": {
"score": 55,
"weight": 15,
"evidence": "'Kate oversaw daily campaign optimizations, consistently improving ROI' — LuckTown Threads. 'Devised strategic projects for SEM, SEO, Affiliate, Retargeting/Display and Social Media channels and managed them to a successful completion' — Leslie's.",
"rationale": "There is evidence of hands-on execution at Leslie's (paid search, SEM) and LuckTown Threads (Meta/Google/TikTok stated). However, much of the profile reads at a director/strategy level — managing teams, devising strategies — rather than individual hands-on campaign building. Mon Cheri engagement was primarily organic content/influencer strategy, not paid campaign execution. The role needs a builder-operator, not a team director."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "'Developed and executed full-funnel acquisition strategies aligned with seasonal promotions and brand initiatives' — LuckTown Threads. 'Created yearly channel budgets and monthly forecasts based on trends and planned initiatives' — Leslie's.",
"rationale": "Kate demonstrates solid strategic judgment in growth and performance marketing contexts — full-funnel planning, KPI frameworks, budget forecasting. This is a genuine strength. The strategic depth is more paid search/growth than paid social, but translatable."
},
"tool_platform_fit": {
"score": 42,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, Google Analytics, Google Tag Manager, Excel/Sheets, Tableau, SEMRush. No mention of TikTok Ads Manager, Sprout Social, PA11Y, or Propellant in the profile.",
"rationale": "Meta (Facebook/Instagram) confirmed in tools. Google Ads confirmed via work history. TikTok Ads Manager not listed in tools. Sprout Social, PA11Y, and Propellant — all role-relevant tools — are entirely absent. Tool fit is partial at best."
},
"measurement_optimization": {
"score": 68,
"weight": 6,
"evidence": "'Improving ROI by over 150% YOY' — Leslie's SEM. 'Formulated a KPI matrix to measure results at optimal cadence' — MarketerHire advisory role. 'Reviewed and optimized Website Analytics to ensure correct KPI measurement.'",
"rationale": "Kate shows meaningful measurement and optimization credentials — ROI improvement, KPI frameworks, analytics implementation. However, the reporting evidence is largely from paid search contexts and advisory work, not from delivering monthly paid social performance reports for multiple agency clients."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $80/hr. At 15–20 hrs/week, this equates to ~$4,800–$6,400/month — upper end exceeds the $5,000/month retainer budget. Has availability per Neon status.",
"rationale": "Availability is confirmed active. Rate of $80/hr at 20 hrs/week = $6,400/month, which exceeds the $5,000 retainer. At 15 hrs/week it lands at $4,800, just within budget. Fit is marginal and depends on negotiation. Soft flag but not hard fail."
}
},
"final_score_rationale": "Kate's composite score reflects three hard failures that cap her fit significantly: (1) No substantive TikTok Ads proof — TikTok is mentioned once at LuckTown Threads with zero metrics, creative specifics, or campaign detail; (2) No multi-client agency environment experience — her career is predominantly in-house director roles and freelance work for individual brands, not managing 20+ campaigns/month across a portfolio of agency clients; (3) No Sprout Social, PA11Y, or programmatic tool evidence. Her strongest dimensions are strategy/judgment and measurement (solid paid search pedigree, ROI track record at Leslie's), but these don't compensate for missing core channel and context requirements. Her Mon Cheri case study, while detailed, describes organic social strategy and influencer coordination — not paid social campaign management. The functional expertise score is held back by TikTok gaps and the paid search skew. Overall, Kate is a capable senior growth marketer with real Google Ads and Meta credentials, but she is not the autonomous paid social (Meta/Google/TikTok) agency executor this role requires.",
"evidence_snippets": [
"Kate led the performance marketing strategy across Paid Social, SEO, and Display channels, directly managing campaigns on Meta, TikTok, and Google platforms. — LuckTown Threads (no TikTok-specific metrics or details provided)",
"Successfully managed SEM accounts grossing over $13M in revenue, while improving ROI by over 150% YOY — Leslie's Poolmart (Google Ads/paid search, not paid social)",
"Kate Zbrzezny's Social Media Strategy for Mon Cheri Bridals... content plan that balanced organic and paid social media efforts... coordinated with influencer agencies — (reads as organic/content social, not paid campaign management)",
"Designed and managed strategies for marketing programs grossing over $25M in revenue — Leslie's Poolmart (in-house, single employer, not multi-client agency)",
"Preferred hourly pay rate: $80/hr (at 20 hrs/week = ~$6,400/month vs. $5,000/month retainer budget)",
"Tools listed: Facebook, Instagram, Google Analytics, Google Tag Manager — no TikTok Ads Manager, Sprout Social, or Propellant listed",
"\"Kate led the performance marketing strategy across Paid Social, SEO, and Display channels, directly managing campaigns on Meta, TikTok, and Google platforms.\" — LuckTown Threads (single DTC brand, not multi-client agency context)",
"Meta: confirmed via LuckTown Threads and Leslie's. Google Ads: confirmed, $13M SEM revenue. TikTok Ads: mentioned at LuckTown Threads but no specifics, no client portfolio. Multi-client campaign management: no agency context with 20+ campaigns/month across multiple clients. Agency autonomous execution: career is predominantly in-house."
],
"three_rs": {
"relevant": "15+ years of performance marketing experience; confirmed Google Ads and Meta hands-on history; strong ROI and measurement track record; B2C/ecommerce audience experience; full-funnel strategy capability",
"risks": "No credible TikTok Ads campaign evidence; no multi-client agency environment experience; career is in-house director/strategy-heavy rather than agency operator; missing key tools (Sprout Social, TikTok Ads Manager, PA11Y); rate may exceed budget at full hours",
"red_flags": "Mon Cheri case study presented as paid social work but describes organic content strategy and influencer coordination; TikTok mentioned once with no supporting metrics; no agency background despite agency-specific role requirements; MarketerHire advisory role is listed as current but unclear if it represents active client work"
},
"match_reasons": [
{
"reason": "Confirmed Google Ads hands-on experience at scale — $13M SEM revenue managed at Leslie's Poolmart",
"evidence": "Successfully managed SEM accounts grossing over $13M in revenue, while improving ROI by over 150% YOY"
},
{
"reason": "Meta Ads (Facebook/Instagram) confirmed in tools and LuckTown Threads work history",
"evidence": "directly managing campaigns on Meta, TikTok, and Google platforms — LuckTown Threads"
},
{
"reason": "Strong ROI and measurement mindset with KPI frameworks",
"evidence": "formulated a KPI matrix to measure results at optimal cadence; improving ROI by over 150% YOY"
},
{
"reason": "B2C consumer brand experience across ecommerce, fashion, and CPG verticals",
"evidence": "Ecommerce, Local Businesses, Marketplaces industries; audiences: Consumers (B2C)"
}
],
"hard_fail_reasons": [
"req_003 — TikTok Ads HARD FAIL: TikTok is mentioned in one sentence at LuckTown Threads with no campaign specifics, metrics, creative detail, or client portfolio evidence. This does not meet 'proven, hands-on experience running paid campaigns in TikTok Ads across client accounts.'",
"req_005 — Multi-Client Campaign Management HARD FAIL: No evidence of managing 20+ active campaigns/month across multiple client accounts simultaneously. All roles are in-house (Leslie's, LuckTown Threads) or single-brand freelance engagements. Agency multi-client volume is entirely absent.",
"req_009 — Agency Environment / Autonomous Execution HARD FAIL: Career is predominantly in-house director positions with team management responsibilities. No boutique digital agency environment experience is demonstrated. The role requires autonomous execution from day one in an agency context without training."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "lorenzoquijas22_at_gmail_com",
"email": "lorenzoquijas22@gmail.com",
"name": "Lorenzo Quijas",
"passes_all_hard": false,
"score": 59,
"summary": "Lorenzo Quijas is a genuinely strong paid social operator with 9+ years of experience, deep Meta expertise, proven multi-client agency chops (50+ brands at Live Media Digital), and compelling performance results including managing $2M+/month in paid media at Artspark. His Meta and Google Ads experience is well-evidenced. However, TikTok Ads experience — while mentioned — is not independently verified as hands-on campaign management at scale; it appears primarily as a channel listed alongside Meta at Artspark rather than as a standalone paid TikTok execution track record. More critically, there is no evidence of Sprout Social proficiency, PA11Y familiarity, or AI/generative search awareness in the profile. The absence of confirmed, hands-on TikTok Ads management is a meaningful gap against a HARD requirement. The candidate's rate ($45/hr) at 15–20 hrs/week annualizes to approximately $3,375–$4,500/month, which may be tight against the $5,000/month retainer budget but is plausibly within range. Overall, Lorenzo is a high-caliber paid social practitioner who checks most boxes but has a notable TikTok gap and limited evidence of agency reporting deliverables and tool-stack alignment.",
"synthesis_quote": "Orchestrated and scaled $2M+/month in paid media initiatives across Meta, TikTok, and Google... Led paid social strategy and Meta execution for 50+ franchise and health brands... Oversaw $10K–$100K+ in monthly ad spend per brand, driving 20%+ month-over-month growth agency-wide.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 62,
"weight": 25,
"evidence": "Meta: extensive hands-on proof across Artspark, Salomon, BrickHouse, Live Media Digital. Google Ads: evidenced at Artspark (Search, Shopping, PMax, ROAS 14-18x) and 85sixty. TikTok: listed at Artspark alongside Meta/Google but not independently substantiated as a primary execution channel with campaign-level detail. Multi-client: 50+ brands at Live Media Digital. Performance reporting: not explicitly evidenced as a standalone deliverable.",
"rationale": "Meta (req_001) and Google Ads (req_002) are strongly met. TikTok Ads (req_003) is mentioned but lacks standalone execution proof — it appears bundled with Meta/Google at Artspark without campaign-specific TikTok detail, creating uncertainty on this HARD requirement. Seniority (req_004) and multi-client management (req_005) are well-evidenced. Audience segmentation/architecture (req_006) is evidenced. Performance reporting (req_007) is implied but not explicitly demonstrated. Agency autonomous execution (req_009) is strongly met. Budget fit (req_008) is plausible. TikTok gap prevents full hard pass."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "Over $150M+ in paid advertising managed; scaled $2M+/month at Artspark; 20%+ MoM growth across 50+ brands at Live Media Digital; +260% YoY revenue for Tote & Carry; ROAS from sub-1.5 to 2.0+ in 90 days.",
"rationale": "Deep, multi-platform paid social expertise is clearly evidenced across Meta, Google, and to a lesser extent TikTok. Strong performance metrics, creative strategy direction, campaign architecture, and scaling experience across DTC ecommerce and agency contexts. Minor deduction for TikTok depth ambiguity and absence of explicit monthly reporting deliverable evidence."
},
"industry_audience_relevance": {
"score": 78,
"weight": 12,
"evidence": "Live Media Digital: boutique digital marketing agency, 50+ franchise/health brands. 85sixty: top travel and outdoor clients (Salomon, Ikon Pass, Mammoth). Consumer-facing DTC brands (BrickHouse Nutrition, Pair of Thieves, Cheeky Plum). B2C ecommerce and consumer brand focus throughout.",
"rationale": "Strong fit with consumer-facing brands and boutique agency environment. Extensive DTC ecommerce experience directly relevant to Modern PR's client base. No PR-specific agency experience, but the consumer brand and multi-client agency experience transfers well. B2B experience is listed but not the primary pattern."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "Personally built and scaled campaigns at Artspark ($2M+/month), BrickHouse Nutrition ($50K–$100K/month), Salomon ($100K+/month). Developed creative testing systems, directed hooks/angles/thumbnails. Managed pixel setup, audience segmentation, bid optimization directly.",
"rationale": "Profile is strongly operator-oriented — direct campaign build, optimization, creative direction, and hands-on execution are evidenced across multiple roles. Not primarily an advisory or delegation profile. Skills list (pixel setup, retargeting, new account setup, A/B testing) further confirms executional depth."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "Oversaw Search initiatives at Artspark, diversifying away from branded search to broader upper-funnel strategies within 90 days. Developed creative testing systems that doubled conversion rates. Directed campaign architecture across 50+ brands with systemized scaling frameworks.",
"rationale": "Strong strategic evidence: funnel architecture decisions, diversifying account structure away from branded search, creative testing system design, and scaling frameworks. Client-facing strategic discussions at Artspark further evidence peer-level judgment. Slight deduction as reporting/analytics strategy is not as explicitly demonstrated."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools listed: Google Analytics, Excel/Sheets, Canva, Photoshop, AdRoll, Shopify. Meta Ads Manager and Google Ads implied throughout. No mention of Sprout Social, PA11Y, or Propellant in profile.",
"rationale": "Core ad platforms (Meta Ads Manager, Google Ads, TikTok Ads) are implied but not explicitly named in the tools section. No evidence of Sprout Social (measurement/reporting tool used by Modern PR), PA11Y (content scheduling), or Propellant (programmatic). These are important and preferred tools in the role stack, and their absence is a meaningful gap."
},
"measurement_optimization": {
"score": 82,
"weight": 6,
"evidence": "Tracked CAC, MER, ROAS, NC CPA at Artspark. ROAS improved from sub-1.5 to 2.0+ in 90 days. +260% YoY revenue for Tote & Carry. +100% ROAS for Pair of Thieves in 3 weeks. Data-driven creative testing frameworks.",
"rationale": "Strong KPI ownership and optimization evidence across multiple engagements with specific, quantified results. Proficiency in performance iteration is well-documented. Monthly reporting deliverables are implied but not explicitly described as a standalone output, which is a minor gap against req_007."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "Preferred rate: $45/hr. Has availability. Location: Sun Valley, CA (PST). $45/hr × 17.5 hrs/week avg × 4.3 weeks ≈ $3,386/month; at 20 hrs/week ≈ $3,870/month. Budget ceiling is $5,000/month retainer.",
"rationale": "Rate is within budget at the lower end of the engagement hours. No explicit availability conflict. US-based (PST) aligns with domestic agency work. Retainer vs. hourly structure may need alignment but is not a hard blocker. Soft fit is acceptable."
}
},
"final_score_rationale": "Lorenzo Quijas scores strongly on functional expertise, hands-on execution, and measurement/optimization — three of the highest-weight dimensions in this rubric. His Meta and Google Ads depth is exceptional, with quantified results across multiple agency and brand roles. The primary score penalty comes from the TikTok Ads hard requirement (req_003), which is mentioned at Artspark but not independently substantiated with campaign-level detail, preventing a full hard-pass determination. Secondary penalties come from no evidence of Sprout Social or PA11Y proficiency (tool_platform_fit is meaningfully discounted), and no explicit AI/generative search awareness cited in the profile. The agency experience and multi-client management are strong positives. If TikTok Ads experience can be verified in screening, this candidate would score considerably higher and could meet all hard requirements.",
"evidence_snippets": [
"Orchestrated and scaled $2M+/month in paid media initiatives across Meta, TikTok, and Google, demonstrating unrivaled expertise in advertising strategy at scale.",
"Led paid social strategy and Meta execution for 50+ franchise and health brands... Oversaw $10K–$100K+ in monthly ad spend per brand, driving 20%+ month-over-month growth agency-wide.",
"Oversaw Search initiatives including Google/Bing with ROAS ranging from 14-18x... initiatives increased ROAS significantly within 90 days meanwhile diversifying the account structure away from branded search to broader upper funnel strategies such as search, shopping, PMax.",
"Paid channel performance went from sub 1.5 ROAS to over 2.0+ within a 90 day period. Including Meta, TikTok, & Google.",
"Developed and deployed creative testing systems that doubled conversion rates and stabilized scaling post-algorithm updates.",
"Lorenzo's management of the paid social campaigns for Tote & Carry led to a significant +260% revenue increase year over year.",
"Orchestrated and scaled $2M+/month in paid media initiatives across Meta, TikTok, and Google... Led paid social strategy and Meta execution for 50+ franchise and health brands... Oversaw $10K–$100K+ in monthly ad spend per brand, driving 20%+ month-over-month growth agency-wide.",
"Meta: extensive hands-on proof across Artspark, Salomon, BrickHouse, Live Media Digital. Google Ads: evidenced at Artspark (Search, Shopping, PMax, ROAS 14-18x) and 85sixty. TikTok: listed at Artspark alongside Meta/Google but not independently substantiated as a primary execution channel with campaign-level detail. Multi-client: 50+ brands at Live Media Digital. Performance reporting: not explicitly evidenced as a standalone deliverable."
],
"three_rs": {
"relevant": "9+ years paid social experience, $150M+ in managed ad spend, deep Meta and Google Ads execution across agency (50+ brands) and brand-side roles, strong creative strategy and campaign architecture skills, quantified performance results.",
"risks": "TikTok Ads experience is not independently substantiated beyond a bundled mention at Artspark — this is a HARD requirement. No Sprout Social or PA11Y evidence. No explicit AI/generative search awareness in profile. Monthly client reporting deliverables not explicitly described.",
"red_flags": "TikTok listed as a channel at Artspark but no standalone TikTok campaign case study or execution detail provided. Skills taxonomy does not include TikTok Ads as a discrete tool. Sprout Social — the agency's primary reporting tool — is entirely absent from the profile."
},
"match_reasons": [
{
"reason": "Deep Meta Ads execution across 9+ years and multiple agency/brand engagements with quantified ROAS and revenue results",
"evidence": "Led paid social strategy and Meta execution for 50+ franchise and health brands... driving 20%+ MoM growth agency-wide"
},
{
"reason": "Proven Google Ads management including Search, Shopping, PMax with documented ROAS improvement (14-18x range)",
"evidence": "Oversaw Search initiatives including Google/Bing with ROAS ranging from 14-18x... diversifying account structure within 90 days"
},
{
"reason": "Agency environment with autonomous multi-client management at scale (50+ brands simultaneously)",
"evidence": "Trained and managed junior buyers, building repeatable frameworks that improved campaign performance across 50+ brands"
},
{
"reason": "Hands-on operator profile with direct campaign build, creative direction, and performance optimization — not delegatory",
"evidence": "Commanded creative strategy and optimization, delivering critical direction on high-impact hooks, angles, and thumbnails"
},
{
"reason": "Strong quantified performance track record demonstrating measurement ownership and optimization capability",
"evidence": "+260% revenue increase YoY for Tote & Carry; ROAS from sub-1.5 to 2.0+ in 90 days; +100% ROAS for Pair of Thieves in 3 weeks"
}
],
"hard_fail_reasons": [
"TikTok Ads (req_003 — HARD): TikTok is listed as a channel at Artspark alongside Meta and Google, but there is no standalone TikTok Ads campaign detail, case study, or explicit execution evidence in the profile. This is insufficient to confidently confirm senior-level, hands-on TikTok Ads management — a HARD requirement for this role. Screening is needed to verify."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kiiimscott_at_gmail_com",
"email": "kiiimscott@gmail.com",
"name": "Kim Scott",
"passes_all_hard": false,
"score": 50,
"summary": "Kim Scott is a paid social practitioner with agency experience at Seer Interactive, Wpromote, and Power Digital Marketing, and a MarketerHire classification as a Paid Social Media Marketer. She shows plausible evidence of Meta and Google Ads experience, multi-client agency work, and campaign optimization. However, her profile has critical gaps: TikTok Ads experience is entirely absent (a HARD requirement), the work history is severely truncated with almost no detail for her Wpromote and Power Digital roles, availability is flagged as false, and her listed rate of $55/hr (~$8,800/month at 20 hrs/week or ~$4,400 at 10 hrs/week) is borderline to misaligned with the $5,000/month retainer. The absence of any TikTok Ads evidence is a disqualifying hard fail for this role.",
"synthesis_quote": "\"Paid Social Media Manager at Seer Interactive — Planning and executing full funnel paid social media marketing strategy for clients with budgets exceeding $1.2m\" and \"Assisting in the execution of campaigns A-Z, including building, optimizing, and reporting\" at Power Digital Marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 28,
"weight": 25,
"evidence": "Meta/Google Ads implied via Seer Interactive ($1.2M+ budgets) and Power Digital; TikTok Ads completely absent from profile; multi-client agency background present; performance reporting mentioned; no TikTok = hard fail",
"rationale": "Two of the three HARD channel requirements (Meta, Google) are plausibly satisfied by agency history, though not explicitly named. TikTok Ads (req_003) is entirely absent — zero evidence — triggering a hard fail. Score is low because one of three core HARD channel requirements is unmet, and several other hard requirements (seniority level, multi-client scale, reporting) have only thin or implied evidence due to sparse profile."
},
"functional_expertise": {
"score": 60,
"weight": 20,
"evidence": "Seer Interactive: 'full funnel paid social media marketing strategy for clients with budgets exceeding $1.2m'; Power Digital: 'building, optimizing, and reporting'; skills list includes campaign optimization, creative strategy, A/B testing, pixel setup, retargeting, scaling ad spend",
"rationale": "Solid functional depth in paid social is implied by agency names (Seer, Wpromote, Power Digital are reputable agencies) and skill taxonomy. However, the actual work history entries are nearly empty — Wpromote role has no bullet points and a blank description, and Power Digital role is dated as a single day (2021-12-01 to 2021-12-01), which is suspicious. No TikTok expertise evident. Depth score is limited by sparse documentation."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "Industry classifications include Marketing Agencies, Ecommerce, Local Businesses; subindustries include DTC, CPG, Celebrity Brands, Healthcare — all relevant to consumer-facing agency clients",
"rationale": "Kim's industry breadth across ecommerce, DTC, CPG, and agency contexts aligns reasonably well with Modern PR's consumer-facing brand focus. Agency experience at Seer, Wpromote, and Power Digital is directly relevant to a boutique agency environment. Score held back by lack of detailed client case evidence."
},
"hands_on_execution": {
"score": 58,
"weight": 15,
"evidence": "Power Digital: 'Assisting in the execution of campaigns A-Z, including building, optimizing, and reporting'; Seer: 'Planning and executing full funnel paid social media marketing strategy'; snippet mentions restructuring Paychex Lead Gen campaigns",
"rationale": "There is credible evidence of hands-on execution (building, optimizing, reporting) at multiple agencies. The Paychex snippet references restructuring paid social campaigns personally. However, the Wpromote role is completely blank and Power Digital's date span is one day — raising reliability concerns. No TikTok hands-on evidence at all."
},
"strategy_and_judgment": {
"score": 62,
"weight": 10,
"evidence": "Power Digital: 'Spearheading strategic conversations with client,' 'Leading and facilitating strategic decision making and pivots,' 'Strategizing broader business impact of Paid Social efforts'",
"rationale": "Power Digital bullet points reference strategic ownership, client relationship management, and broader funnel thinking. The Paychex snippet references restructuring lead gen and demand gen paid social architecture. These are encouraging indicators but lack quantified outcomes or specificity in method."
},
"tool_platform_fit": {
"score": 42,
"weight": 8,
"evidence": "Tools listed: Google Analytics, Excel/Sheets, Canva, CRMs, Shopify/ecommerce tools; Google Data Studio dashboard created for real-time reporting (Paychex snippet); no explicit Meta Ads Manager, TikTok Ads, or Sprout Social listed",
"rationale": "The explicit tools listed are generic analytics and productivity tools. Meta Ads Manager and TikTok Ads are not named anywhere in the profile. Sprout Social is absent. Google Data Studio usage is a positive signal. The tool list materially underserves this role's requirements."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "Paychex snippet: 'Creation of a Google Data Studio Dashboard for real-time reporting'; Power Digital: 'campaign optimization & attribution'; skills include 'campaign optimization & attribution,' A/B testing",
"rationale": "There is reasonable evidence of reporting infrastructure (Google Data Studio) and attribution thinking. A/B testing and campaign optimization are listed skills. Monthly performance reporting capability is implied but not demonstrated with specifics (cadence, format, client count)."
},
"availability_budget_fit": {
"score": 30,
"weight": 4,
"evidence": "has_availability: false; preferred_hourly_pay_rate: $55/hr; role budget: $5,000/month retainer at ~15-20 hrs/week",
"rationale": "Availability is flagged as false in the system — a meaningful concern for an ASAP start. At $55/hr × 15 hrs/week × 4.3 weeks = ~$3,548/month, rate could be workable; at 20 hrs/week it reaches ~$4,730/month, still under $5K but tight. Rate is borderline acceptable but availability flag is a real obstacle."
}
},
"final_score_rationale": "Kim Scott's profile triggers a hard fail primarily on TikTok Ads (req_003) — there is zero evidence of TikTok Ads experience anywhere in the profile, a platform explicitly required as HARD. This alone disqualifies her regardless of other strengths. Beyond the hard fail, the profile is significantly underdeveloped: the Wpromote role entry is completely blank, the Power Digital role shows a one-day date span (data quality issue), no tools listed match the core stack (Meta Ads Manager, TikTok Ads, Sprout Social), and availability is flagged as false for an ASAP start. The genuine strengths — agency pedigree at Seer/Wpromote/Power Digital, implied Meta/Google Ads experience, and skills like campaign architecture, creative strategy, and attribution — would otherwise support a mid-range score. But the TikTok gap and profile sparsity prevent any strong recommendation.",
"evidence_snippets": [
"Seer Interactive: 'Planning and executing full funnel paid social media marketing strategy for clients with budgets exceeding $1.2m'",
"Power Digital: 'Assisting in the execution of campaigns A-Z, including building, optimizing, and reporting'",
"Power Digital: 'Spearheading strategic conversations with client and owning the paid social client relationship'",
"Paychex snippet: 'Creation of a Google Data Studio Dashboard for real-time reporting; restructure of Paychex Lead Generation and Demand Generation paid social campaigns'",
"has_availability: false; preferred_hourly_pay_rate: $55/hr",
"Tools listed: Google Analytics, Excel/Sheets, Canva — no Meta Ads Manager, TikTok Ads, or Sprout Social present",
"\"Paid Social Media Manager at Seer Interactive — Planning and executing full funnel paid social media marketing strategy for clients with budgets exceeding $1.2m\" and \"Assisting in the execution of campaigns A-Z, including building, optimizing, and reporting\" at Power Digital Marketing.",
"Meta/Google Ads implied via Seer Interactive ($1.2M+ budgets) and Power Digital; TikTok Ads completely absent from profile; multi-client agency background present; performance reporting mentioned; no TikTok = hard fail"
],
"three_rs": {
"right_skills": "Partial — strong paid social background across Meta/Google implied by agency work, but TikTok Ads is entirely absent and tool evidence is thin",
"right_experience": "Partial — multi-agency background (Seer, Wpromote, Power Digital) is contextually relevant, but profile entries are sparse and dates are anomalous",
"right_fit": "Weak — availability is flagged false for an ASAP hire, TikTok is a hard miss, and the profile lacks the specificity Jennifer needs to assess peer-level competency"
},
"match_reasons": [
{
"reason": "Agency paid social background",
"evidence": "Seer Interactive: 'Planning and executing full funnel paid social media marketing strategy for clients with budgets exceeding $1.2m'"
},
{
"reason": "Multi-client campaign execution",
"evidence": "Power Digital: 'Assisting in the execution of campaigns A-Z, including building, optimizing, and reporting' across client accounts"
},
{
"reason": "Strategic ownership and client relationship management",
"evidence": "Power Digital: 'Spearheading strategic conversations with client and owning the paid social client relationship; Leading and facilitating strategic decision making and pivots'"
},
{
"reason": "Reporting infrastructure experience",
"evidence": "Paychex case: 'Creation of a Google Data Studio Dashboard for real-time reporting, facilitating more efficient campaign optimization'"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_003 (TikTok Ads): Zero evidence of TikTok Ads experience anywhere in the profile. TikTok Ads is an explicitly HARD channel requirement for this role.",
"HARD FAIL RISK — req_009 (Agency Autonomous Execution): Profile entries are severely sparse (Wpromote role is entirely blank; Power Digital shows a single-day date span), making it impossible to confirm autonomous, peer-level agency execution capability.",
"AVAILABILITY FLAG: has_availability is false — significant concern for a role requiring an ASAP start."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "lucas_mondora_at_gmail_com",
"email": "lucas.mondora@gmail.com",
"name": "Lucas Mondora",
"passes_all_hard": false,
"score": 58,
"summary": "Lucas Mondora is a strong DTC/ecommerce paid media operator with deep Meta Ads and Google Ads hands-on experience, solid budget scale (8-figures owned, up to $190K/mo), and a credible track record across fractional and agency roles. However, he has a critical gap: TikTok Ads is listed in his tools but there is zero evidence of hands-on TikTok campaign execution in his work history — a HARD requirement for this role. Additionally, his background is heavily DTC/ecommerce brand-side rather than multi-client agency-side campaign management, and there is no evidence of multi-client campaign management at the 20+/month volume required. He also lacks any mention of Sprout Social, PA11Y, AI/generative search awareness, or programmatic experience. The timezone note (currently outside American timezones, starts at 1pm PDT) is a soft flag for an ASAP agency engagement. His rate at $95/hr (~$6,080/mo at 16 hrs/week) is slightly above the $5,000/month retainer budget, creating a potential budget mismatch.",
"synthesis_quote": "E-commerce Growth marketer with 9 years of experience growing DTC and e-commerce brands through Meta Ads, Google Ads, conversion rate optimization, and social performance creative. Owned 8-figures in advertising spend, with a proven track record of optimizing campaign structures and growing monthly budgets up to $170K/mo.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "Proven Meta Ads and Google Ads hands-on experience across multiple client engagements. TikTok listed in tools but zero campaign execution evidence in work history. No evidence of multi-client 20+/month campaign management in an agency setting. Agency environment experience is partial — mostly fractional/brand-side. Rate ($95/hr) exceeds $5K/month retainer budget at 15-20 hrs/week.",
"rationale": "Two of the six HARD requirements are clearly unmet: TikTok Ads (req_003) has no execution evidence despite being listed as a tool, and multi-client agency-style 20+/month campaign management (req_005, req_009) is not demonstrated. Meta and Google Ads are strong. Performance reporting exists but for single brands, not multi-client monthly deliverables. Budget fit is marginal. These failures suppress this dimension significantly."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "Achieved Meta ads profitability for a womens health brand by cutting CPA 75% while scaling ad spend from <$1,000/mo to $70,000/mo. Managed Google Ad Campaigns and grew channel revenue from $9,000/mo to over $60,000/mo for a Health Supplement Brand. Built AI-First Creative Testing and Ad Production Systems across Facebook Ads and Demand Gen, resulting in a 22% win rate.",
"rationale": "Meta Ads and Google Ads expertise is strong and well-evidenced with concrete outcomes. However, TikTok Ads — a core channel for this role — shows no functional depth whatsoever. The role requires tri-channel fluency (Meta + Google + TikTok), so the TikTok gap materially limits the functional expertise score."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "Championed growth strategy in client facing roles as fractional marketing leader by prioritizing marketing sprints, blending data, strategy, and scrappy ops for various 7-figure CPG & DTC brands such as Nextrition, Bens Natural Health, EZ Lifestyle and Kushae. Voltn is a Shopify Growth Agency — Managing teams of Facebook Ads, Google Ads, and SEO specialists to hit KPIs.",
"rationale": "Some agency overlap exists via Voltn (Shopify Growth Agency) and fractional multi-client work, and consumer-facing DTC/CPG experience is relevant to Modern PR's clientele. However, the profile is primarily brand-side DTC, not boutique PR/social agency managing consumer brand clients at volume. Partial relevance, not a direct match."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "Decreased Meta CPA from $89 to sub $25 via AI enabled performance creative workflows, Meta account rebuild and creative testing. Grew sales by 200% while doubling ad budget, helping Fyrtorr achieve increased ROAS and Profitability from Google Ads. Grew their tripwire (health book) sales by 4X using Youtube Action Campaigns (now demand generation) and Performance Max campaigns.",
"rationale": "Lucas clearly builds, optimizes, and executes campaigns himself — not just delegates. Multiple case studies with specific before/after metrics demonstrate direct, personal hands-on execution. The gap is TikTok, where no execution evidence exists. Meta and Google execution depth is strong."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Aligned marketing strategy & ad channel spend based on offer velocity, MER & retention according to short & long term profitability targets. Lucas collaborated with Kushae's CFO to reallocate funds effectively and implemented strategies such as rapid testing offers, setting up upselling, bundling, and subscription quizzes to increase the Average Order Value from $34 to over $67.",
"rationale": "Strong evidence of strategic thinking: campaign architecture decisions, offer testing, funnel strategy, and budget allocation judgment. Primarily brand-side strategy for single accounts rather than multi-client portfolio management, but the strategic capability is genuine and well-evidenced."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools listed include Facebook, Google Analytics, Google Tag Manager, TikTok, Instagram, Canva, Klaviyo, Shopify tools. Attribution via Triplewhale mentioned. No mention of Sprout Social, PA11Y, or any programmatic platform.",
"rationale": "Meta Ads Manager and Google Ads are confirmed in use. TikTok Ads Manager is listed as a tool but no campaign-level usage is evidenced. Sprout Social (important for reporting) and PA11Y (content scheduling) are entirely absent. Triplewhale is relevant but not on the role's stack. Significant gaps in the specific tools the role requires."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "Relying on attribution tools like Triplewhale for accurate data. Collaborated with developers to setup proper conversion tracking and reporting using inhouse attribution tools. Whitelabeled CRO strategy for an agency and saw an average conversion rate lift of 18% per test.",
"rationale": "Good evidence of measurement rigor — attribution setup, conversion tracking, ROAS/MER KPI ownership, and iterative testing. Monthly client reporting for two clients (as required by the role) is not specifically mentioned, but the underlying measurement capability is present."
},
"availability_budget_fit": {
"score": 35,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $95/hr. Note: 'I am TEMPORARILY outside of the American timezones while visiting family. My workday starts at 1pm Pacific Daylight Time (Los Angeles).' has_availability: true.",
"rationale": "At $95/hr and 15-20 hrs/week, monthly cost would be $5,700–$7,600, exceeding the $5,000/month retainer budget. Timezone is temporarily shifted and may complicate an ASAP start for an agency needing fast ramp. Availability is listed as true, which is a positive. Overall, budget mismatch and timezone flag create meaningful friction."
}
},
"final_score_rationale": "Lucas Mondora's final score of 61 reflects genuine strength in Meta Ads and Google Ads execution — areas where he brings concrete, outcome-driven proof — offset by two critical HARD requirement failures. First, TikTok Ads (req_003) is listed in his tools taxonomy but has zero supporting evidence in any work history entry, making it impossible to verify hands-on TikTok campaign execution, which is a stated HARD requirement. Second, multi-client agency-environment campaign management at 20+/month volume (req_005, req_009) is not demonstrated — his work is primarily fractional/brand-side, not agency-side managing multiple client accounts simultaneously at pace. His $95/hr rate also creates a budget mismatch against the $5K/month retainer. Functional expertise in his two confirmed channels is genuinely strong, and his hands-on execution and strategy scores reflect real, well-documented capability. But the TikTok gap alone is a disqualifying HARD fail for a role that explicitly requires tri-channel fluency.",
"evidence_snippets": [
"Achieved Meta ads profitability for a womens health brand by cutting CPA 75% while scaling ad spend from <$1,000/mo to $70,000/mo.",
"Managed Google Ad Campaigns and grew channel revenue from $9,000/mo to over $60,000/mo for a Health Supplement Brand.",
"Grew sales by 200% while doubling ad budget, helping Fyrtorr achieve increased ROAS and Profitability from Google Ads.",
"Built AI-First Creative Testing and Ad Production Systems across Facebook Ads and Demand Gen, resulting in a 22% win rate.",
"I am TEMPORARILY outside of the American timezones while visiting family. My workday starts at 1pm Pacific Daylight Time (Los Angeles).",
"Owned 8-figures in advertising spend, with a proven track record of growing monthly budgets up to $190K/mo.",
"E-commerce Growth marketer with 9 years of experience growing DTC and e-commerce brands through Meta Ads, Google Ads, conversion rate optimization, and social performance creative. Owned 8-figures in advertising spend, with a proven track record of optimizing campaign structures and growing monthly budgets up to $170K/mo.",
"Proven Meta Ads and Google Ads hands-on experience across multiple client engagements. TikTok listed in tools but zero campaign execution evidence in work history. No evidence of multi-client 20+/month campaign management in an agency setting. Agency environment experience is partial — mostly fractional/brand-side. Rate ($95/hr) exceeds $5K/month retainer budget at 15-20 hrs/week."
],
"three_rs": {
"relevant": "9 years of DTC/ecommerce paid media experience with concrete Meta Ads and Google Ads execution proof, 8-figures in ad spend owned, strong CPA and ROAS optimization track record, hands-on campaign build and creative testing systems.",
"red_flags": "Zero TikTok Ads campaign execution evidence despite it being a HARD requirement; no multi-client agency-style campaign management at 20+/month volume; no Sprout Social or PA11Y experience; rate ($95/hr) exceeds $5K/month budget; temporarily outside US timezones for ASAP engagement.",
"risks": "TikTok gap is a fundamental skills mismatch for this tri-channel role. Even if TikTok is a soft gap in practice, the agency is explicitly running TikTok Ads for clients and needs day-one execution. Budget misalignment could require negotiation. Agency-pace multi-client management is unproven."
},
"match_reasons": [
{
"reason": "Strong Meta Ads execution with concrete outcome metrics",
"evidence": "Cutting CPA 75% while scaling ad spend from <$1,000/mo to $70,000/mo; Decreased Meta CPA from $89 to sub $25 via AI enabled performance creative workflows"
},
{
"reason": "Deep Google Ads hands-on experience including Performance Max and smart bidding",
"evidence": "Grew Google Ad channel revenue from $9,000/mo to over $60,000/mo; grew Airwallex signups 186% via Google Ads scaling to $190K/mo"
},
{
"reason": "Senior-level independent operator with fractional CMO and client-facing leadership",
"evidence": "Championed growth strategy in client-facing roles as fractional marketing leader for various 7-figure CPG & DTC brands"
},
{
"reason": "Measurement rigor with attribution tools and conversion tracking",
"evidence": "Relying on attribution tools like Triplewhale for accurate data; collaborated with developers to setup proper conversion tracking and reporting"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_003 (TikTok Ads): TikTok is listed in the candidate's tools taxonomy but there is no evidence of hands-on TikTok Ads campaign execution anywhere in the work history. The role explicitly requires 'proven, hands-on experience running paid campaigns in TikTok Ads across client accounts.'",
"HARD FAIL — req_005 / req_009 (Multi-Client Campaign Management / Agency Environment): Work history shows primarily fractional brand-side engagements (single-brand focus), not agency-style management of 20+ campaigns/month across multiple simultaneous client accounts. No evidence of operating inside a digital marketing agency running multi-client portfolios at pace.",
"BUDGET CONCERN — req_008 ($5,000/month retainer): At $95/hr preferred rate, 15–20 hrs/week translates to approximately $5,700–$7,600/month, which exceeds the $5,000/month retainer budget. This is a HARD budget requirement and the candidate's stated rate is materially above it."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "mychal_turpin_at_gmail_com",
"email": "mychal.turpin@gmail.com",
"name": "Mychal Turpin",
"passes_all_hard": false,
"score": 59,
"summary": "Mychal Turpin is a seasoned performance marketer with 14+ years of experience across paid social, paid search, and programmatic — with demonstrated hands-on execution for multi-client portfolios in ecommerce and consumer brands. He has strong credentials in Meta Ads and Google Ads, and evidence of managing campaigns for multiple clients simultaneously. However, he fails two HARD requirements: there is no credible evidence of TikTok Ads experience in his profile, and his profile tools list does not include Meta Ads Manager, TikTok Ads, or Sprout Social. Additionally, his rate ($90/hr × 15–20 hrs/week = $5,400–$7,200/month) likely exceeds the $5,000/month retainer budget, creating a budget fit concern. Agency experience is present but primarily freelance/client-side rather than in-house agency. The TikTok gap is a disqualifying hard fail for this specific role.",
"synthesis_quote": "Mychal's direct involvement with the Negative Underwear team has been instrumental in scaling the company's Paid Social revenue from hundreds of thousands to tens of millions of dollars annually... I have vast experience within paid social, SEM, programmatic display, and analytics.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 35,
"weight": 25,
"evidence": "Strong Meta Ads and Google Ads evidence (Negative, FINE & RAW, Myosin, BeanBox); no TikTok Ads evidence anywhere in profile; multi-client campaign management evidenced at Myosin ('3-4 accounts'); audience segmentation and campaign architecture evident; performance reporting implied but not explicitly described; agency environment experience present but mostly freelance/client-side.",
"rationale": "Fails req_003 (TikTok Ads) — no mention of TikTok anywhere in the profile. Passes req_001 (Meta) and req_002 (Google) with strong evidence. Passes req_005 (multi-client) and req_006 (audience/architecture) with moderate evidence. req_009 (agency environment) is partially met — Mindshare and Myosin show agency-side exposure, but most roles are client-side freelance. Hard fail on TikTok forces a significantly reduced score."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "Scaled Negative Underwear Paid Social revenue 'from hundreds of thousands to tens of millions of dollars annually'; managed Meta and Google Ads across Myosin portfolio; 14+ years in paid social, SEM, programmatic display.",
"rationale": "Strong paid social and paid search depth, with concrete revenue impact. Expertise is clearly real and senior-level. However, no TikTok expertise is demonstrated, which is a core channel for this role. Pinterest-heavy execution in recent roles (Seavees, Negative) is not the Meta/Google/TikTok triad the role requires. Scores well for the channels covered, penalized for TikTok absence."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries: Ecommerce, Local Businesses, Media, Services; subindustries include Alcohol, Pet Products, Subscriptions, Travel; B2C consumer audiences across multiple demographics; Negative Underwear and FINE & RAW are consumer-facing DTC brands.",
"rationale": "Good fit with consumer-facing brands — the agency's primary clientele. Ecommerce and DTC experience (Negative, FINE & RAW, BeanBox, La Blanca Swim) maps well to consumer brand paid media. No explicit boutique agency or PR-adjacent context, but client brand profile is relevant."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "At Myosin: 'Build and manage campaign structure and ad creative... Handle multiple accounts with minimal onboarding ramp'; at FINE & RAW: 'spearheaded the transition to Shopify and the launch of paid acquisition'; at Negative: 'Led strategy and execution of Paid Pinterest'; BeanBox: 'implemented keyword expansion and refined the subscription flow.'",
"rationale": "Profile clearly shows a hands-on operator who personally builds, manages, and optimizes campaigns — not a delegator. Multiple examples of direct execution across client accounts. Myosin role explicitly states jump-in-fast, minimal onboarding. Solid operator credentials, penalized slightly for the Pinterest-heavy recent work rather than the Meta/Google/TikTok triad."
},
"strategy_and_judgment": {
"score": 73,
"weight": 10,
"evidence": "Created testing framework at Seavees to 'determine best ads to launch on Pinterest from vast Meta library'; at Negative introduced 'a creative testing framework which not only involved the creative team but also provided them with weekly incentives'; BeanBox: 'full-funnel marketing strategy that increased brand awareness and primed users for the holiday sales period.'",
"rationale": "Demonstrates real strategic thinking — creative testing frameworks, channel prioritization, budget allocation across channels. More than a pure executor. However, no explicit evidence of multi-client strategy ownership at agency scale or generative AI/search awareness, which the role flags as important."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "Tools listed: Google Adwords, Google Analytics, Google Display Network, Search Ads 360, Google Tag Manager, Kenshoo, Canva, Shopify. No Meta Ads Manager listed explicitly (though Meta work is described in narrative). No TikTok Ads. No Sprout Social. No PA11Y.",
"rationale": "Significant tool gap relative to the role's required stack. Meta Ads Manager is implied by work history but not listed in tools. TikTok Ads, Sprout Social, and PA11Y are all absent. Google Ads tools are well-represented. Tool profile skews heavily toward search/programmatic rather than the paid social stack this role requires."
},
"measurement_optimization": {
"score": 72,
"weight": 6,
"evidence": "FINE & RAW: 'grown their topline revenue by +30% while increasing spend on average 10%'; Seavees: 'Improved Pinterest ad account ROAS by 30% while increasing spend by 40% YoY'; BeanBox: '25% increase in conversion rates following landing page optimizations'; Inspire: '50% decrease in CPA.'",
"rationale": "Strong track record of measurable outcomes and optimization. Clearly owns KPIs and iterates based on data. Revenue growth, ROAS improvement, CPA reduction — all concrete. Reporting-specific experience for multi-client monthly reports (as required) is not directly evidenced but implied by the scope of work."
},
"availability_budget_fit": {
"score": 42,
"weight": 4,
"evidence": "Preferred hourly rate: $90/hr. Role requires 15–20 hrs/week. At 15 hrs/week = $5,400/month; at 20 hrs/week = $7,200/month. Role budget is $5,000/month retainer. Has availability (status: active, has_availability: true). Location: Los Angeles — US timezone favorable.",
"rationale": "Budget mismatch is a concern: at $90/hr, even 15 hrs/week exceeds the $5,000/month ceiling. Availability and timezone are fine. The rate gap is meaningful and would require negotiation or reduced hours. Current Myosin role is also active at $4K/month for 15 hrs/week, suggesting possible capacity conflict."
}
},
"final_score_rationale": "Mychal Turpin is a genuinely strong paid media operator with 14+ years of experience, impressive revenue-scaling outcomes (Negative Underwear from thousands to millions in Paid Social), and clear hands-on execution credentials. His Google Ads and Meta Ads work is credible and senior-level. However, the role has three HARD channel requirements — Meta, Google, AND TikTok — and there is zero evidence of TikTok Ads experience anywhere in Mychal's profile. This is a disqualifying hard fail (req_003). Additionally, his tool stack is misaligned with the role: Sprout Social (key reporting tool), TikTok Ads, and PA11Y are all absent. His rate of $90/hr also likely exceeds the $5,000/month retainer budget at the 15–20 hr/week engagement scope. His strongest assets — paid social scaling, creative testing frameworks, data-driven optimization — are real but anchored in Pinterest-heavy and search-heavy recent work, not the Meta/Google/TikTok triad this role demands. Without TikTok Ads experience, he cannot be recommended for this role as specified.",
"evidence_snippets": [
"Mychal's direct involvement with the Negative Underwear team has been instrumental in scaling the company's Paid Social revenue from hundreds of thousands to tens of millions of dollars annually.",
"Improved Pinterest ad account ROAS by 30% while increasing spend by 40% YoY [at Seavees].",
"Manage paid media campaigns across Google Ads and Meta Ads, likely 3-4 accounts [Myosin role scope].",
"Tools listed: Google Adwords, Google Analytics, Google Display Network, Search Ads 360, Kenshoo — no TikTok Ads, no Sprout Social, no Meta Ads Manager explicitly listed.",
"Preferred hourly pay rate: $90/hr [vs. $5,000/month retainer budget for 15–20 hrs/week].",
"Created testing framework to determine best ads to launch on Pinterest from vast Meta library [Seavees].",
"Mychal's direct involvement with the Negative Underwear team has been instrumental in scaling the company's Paid Social revenue from hundreds of thousands to tens of millions of dollars annually... I have vast experience within paid social, SEM, programmatic display, and analytics.",
"Strong Meta Ads and Google Ads evidence (Negative, FINE & RAW, Myosin, BeanBox); no TikTok Ads evidence anywhere in profile; multi-client campaign management evidenced at Myosin ('3-4 accounts'); audience segmentation and campaign architecture evident; performance reporting implied but not explicitly described; agency environment experience present but mostly freelance/client-side."
],
"three_rs": {
"relevant": "14+ years of paid social and paid search experience; proven hands-on Meta Ads and Google Ads management across multiple client accounts; strong creative testing frameworks and data-driven optimization with measurable ROAS/revenue outcomes; multi-client agency-adjacent execution (Myosin); B2C ecommerce consumer brand expertise.",
"risks": "No TikTok Ads experience anywhere in the profile — a HARD requirement for this role; rate ($90/hr) likely exceeds the $5,000/month retainer budget; recent work is Pinterest-heavy rather than Meta/Google/TikTok-focused; Sprout Social and PA11Y not in tool stack; no explicit AI/generative search awareness mentioned; current active Myosin engagement may create capacity conflict.",
"reservations": "Agency environment experience is primarily large agency (Mindshare) or freelance/client-side rather than boutique digital agency; performance reporting for multiple clients monthly is not directly evidenced in detail; the absence of TikTok is disqualifying given the role's explicit HARD requirement."
},
"match_reasons": [
{
"reason": "Strong Meta Ads hands-on execution",
"evidence": "Scaled Negative Underwear Paid Social revenue 'from hundreds of thousands to tens of millions of dollars annually'"
},
{
"reason": "Google Ads depth with multi-client management",
"evidence": "Myosin role: 'Manage paid media campaigns across Google Ads and Meta Ads, likely 3-4 accounts' with minimal onboarding ramp"
},
{
"reason": "Data-driven optimization with measurable outcomes",
"evidence": "FINE & RAW: 'grown their topline revenue by +30% while increasing spend on average 10%'; Seavees ROAS +30% YoY"
},
{
"reason": "Senior autonomous operator profile",
"evidence": "'Handle multiple accounts with minimal onboarding ramp, should be able to jump in and start driving value fast' — current role scope at Myosin"
},
{
"reason": "Creative testing framework builder",
"evidence": "At Negative: 'a creative testing framework was introduced, which not only involved the creative team but also provided them with weekly incentives'"
}
],
"hard_fail_reasons": [
"req_003 FAIL — TikTok Ads: No evidence of TikTok Ads experience anywhere in the candidate profile. Tools list, work history narratives, and role descriptions make no mention of TikTok Ads Manager or TikTok campaigns. This is a HARD channel requirement for the role.",
"req_008 CONCERN — Budget: Candidate's preferred rate of $90/hr at 15–20 hrs/week equals $5,400–$7,200/month, exceeding the $5,000/month retainer budget. While not a strict disqualifier if candidate accepts a lower rate or fewer hours, this is a meaningful misalignment that requires explicit negotiation."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "brian_at_briancliette_me",
"email": "brian@briancliette.me",
"name": "Brian Cliette",
"passes_all_hard": false,
"score": 31,
"summary": "Brian Cliette is primarily classified as a Growth Marketer and SEO Marketer — not a paid social specialist. While he has managed some paid advertising and touches on Meta ads in passing, there is no credible evidence of hands-on, senior-level campaign management across Meta Ads Manager, Google Ads, and TikTok Ads simultaneously. Critically, TikTok Ads hands-on experience is entirely absent from his profile (TikTok is listed as a tool, not a managed ad platform). Google Ads experience is also absent — there is no mention of running Google Ads campaigns. His agency experience is non-existent; all roles are in-house or fractional brand-side. He fails three hard channel requirements (Meta at depth, Google Ads, TikTok Ads), the agency environment requirement, and the multi-client campaign management requirement. His $95/hr rate translates to roughly $7,600–$9,500/month at 20 hrs/week, well above the $5,000/month retainer budget. His profile's genuine strengths — SEO, CRO, demand generation, content strategy — are largely irrelevant to this paid social execution role.",
"synthesis_quote": "I conducted intensive training sessions on SEO, paid advertising, social media, and email marketing tactics... strategically managing paid advertising campaigns on Meta Platforms... increased ad conversions by 25% with a $5K Meta budget.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 18,
"weight": 25,
"evidence": "Meta: one mention of a $5K Meta budget at Begin Health; Google Ads: zero evidence; TikTok Ads: listed as a social tool but no ad campaign management cited; agency environment: all roles are brand-side/in-house; multi-client management: no evidence",
"rationale": "Three of seven hard requirements are clearly unmet: Google Ads (no evidence), TikTok Ads management (no evidence), and agency/multi-client environment. Meta presence is minimal — one small-budget DTC campaign is far below senior agency standard. The $5,000/month budget is also likely unworkable at his $95/hr stated rate."
},
"functional_expertise": {
"score": 28,
"weight": 20,
"evidence": "Primary classifications are Growth Marketer and SEO Marketer; skill list dominated by SEO, ASO, backlinking, content strategy, CRO; paid advertising is mentioned only in passing at Freida Rothman (training sessions) and Begin Health ($5K Meta budget)",
"rationale": "Brian's functional depth is in SEO, CRO, and growth — not paid social. His paid media experience is thin and limited to Meta in one small DTC role. No Google Ads, no TikTok Ads campaign management, and no evidence of senior-level paid social specialization with 20+ campaigns/month."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Has worked with DTC/consumer brands (Dr. Knot, NutroTonic, Begin Health, Freida Rothman) and ecommerce; Consumer Packaged Goods and B2C audiences listed; no boutique digital agency experience",
"rationale": "Consumer-facing brand experience is relevant context, but the role requires agency-side multi-client execution. Brian has only worked brand-side/in-house. DTC brand familiarity is helpful but insufficient given the agency environment gap."
},
"hands_on_execution": {
"score": 32,
"weight": 15,
"evidence": "At Begin Health: 'strategically managing paid advertising campaigns on Meta Platforms... increased ad conversions by 25% with a $5K Meta budget'; at Freida Rothman: 'conducted intensive training sessions on SEO, paid advertising, social media'; at Twilio: co-managed $36M–$60M paid ads budget (demand gen, not paid social)",
"rationale": "Most hands-on execution evidence is in SEO, CRO, and content — not paid social. The Begin Health Meta work is the only direct paid social execution claim, and it is a single small-budget instance. Twilio's demand generation work is B2B and budget-heavy but not paid social. No TikTok or Google Ads hands-on execution cited anywhere."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "At Twilio: 'led a multi-channel acquisition strategy... managing a $12M budget... boosted MQLs by 27%, conversions by 93%'; at Athletic Greens: 'A/B testing, data-driven decision-making... conversion rate by 120 basis points'",
"rationale": "Brian demonstrates strategic thinking in demand generation and CRO contexts, but not in paid social. The judgment and planning skills are real but mapped to the wrong discipline. No evidence of paid social campaign architecture or audience segmentation strategy for social ads specifically."
},
"tool_platform_fit": {
"score": 22,
"weight": 8,
"evidence": "Tools listed include Facebook, Instagram, TikTok (social platforms), Google Analytics, Google Tag Manager, Google Business Manager — but no Meta Ads Manager, Google Ads, or TikTok Ads Manager listed as managed ad platforms; no Sprout Social; no PA11Y",
"rationale": "TikTok and Facebook appear as social channels in his tool list, not as ad management platforms. Meta Ads Manager is never explicitly named. Google Ads is absent. Sprout Social and PA11Y — the agency's specific tools — are not present. Tool fit is weak for this role."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "At Twilio: 'utilized Tableau, SQL, and Google Analytics to monitor progress'; at Athletic Greens: 'meticulous A/B testing... conversion rate by 120 basis points... MRR by $5M'; at WECO: 'in-depth analytics and data analysis'",
"rationale": "Brian has genuine measurement and optimization capability, particularly in CRO and demand gen. However, the evidence is not tied to paid social reporting, multi-client monthly reporting, or platforms like Sprout Social. General analytics competence does not directly translate to the paid social reporting deliverables required."
},
"availability_budget_fit": {
"score": 20,
"weight": 4,
"evidence": "Preferred hourly rate: $95/hr; at 15–20 hrs/week that implies $5,700–$7,600/month — exceeding the $5,000/month retainer budget; has availability per Neon status",
"rationale": "Brian's stated $95/hr rate makes budget fit problematic. At the low end of 15 hrs/week, monthly cost would be ~$5,700, already over budget; at 20 hrs/week it reaches ~$7,600. He is available and US-based (Austin, TX), which is a positive, but the rate mismatch is a meaningful soft flag."
}
},
"final_score_rationale": "Brian fails three HARD channel requirements (Google Ads — no evidence; TikTok Ads management — no evidence; Meta Ads at senior/scale — only one small $5K DTC campaign cited) and two HARD skill/context requirements (agency environment/multi-client management — no agency history; autonomous senior execution across 20+ campaigns/month — no evidence). His profile is dominated by SEO, CRO, and demand generation expertise, which are genuinely strong but not relevant to this paid social execution role. His $95/hr rate also exceeds the $5,000/month retainer budget at 15–20 hrs/week. The raw weighted score reflects these multiple hard failures and the mismatch between his actual functional lane (SEO/Growth/CRO) and the paid social specialization this role requires.",
"evidence_snippets": [
"strategically managing paid advertising campaigns on Meta Platforms... increased ad conversions by 25% with a $5K Meta budget (Begin Health)",
"conducted intensive training sessions on SEO, paid advertising, social media, and email marketing tactics (Freida Rothman)",
"co-managed a substantial $36M North American and $60M global paid ads budget... designed and optimized digital campaigns across PPC, social media, email (Twilio — B2B demand gen, not paid social)",
"Primary skill classifications: SEO Marketer, Growth Marketer; skill list dominated by SEO, backlinking, ASO, CRO, content strategy",
"Tools listed: Facebook, Instagram, TikTok — as social channels, not ad management platforms; no Meta Ads Manager, Google Ads, or TikTok Ads Manager mentioned",
"Preferred hourly pay rate: $95/hr (implies $5,700–$7,600/month at 15–20 hrs/week, above $5,000/month budget)",
"I conducted intensive training sessions on SEO, paid advertising, social media, and email marketing tactics... strategically managing paid advertising campaigns on Meta Platforms... increased ad conversions by 25% with a $5K Meta budget.",
"Meta: one mention of a $5K Meta budget at Begin Health; Google Ads: zero evidence; TikTok Ads: listed as a social tool but no ad campaign management cited; agency environment: all roles are brand-side/in-house; multi-client management: no evidence"
],
"three_rs": {
"relevant": "Some consumer DTC brand experience (Begin Health, Dr. Knot, NutroTonic, Freida Rothman); general paid advertising awareness; B2C audience familiarity; strong analytics and optimization mindset",
"risks": "Fails hard requirements for Google Ads, TikTok Ads, and agency/multi-client management; functional expertise is SEO/CRO/Growth — not paid social; rate likely exceeds $5,000/month budget; no Sprout Social or PA11Y experience",
"redeeming": "Twilio demand gen role shows ability to manage large budgets and multi-channel campaigns at scale; Athletic Greens CRO role shows rigorous measurement discipline; Austin TX location (no timezone issues)"
},
"match_reasons": [
{
"reason": "Consumer DTC brand experience across health/wellness verticals aligns with the agency's consumer-facing client base",
"evidence": "Worked with Begin Health, Dr. Knot, NutroTonic — all DTC consumer wellness brands"
},
{
"reason": "Some paid advertising exposure including Meta campaigns",
"evidence": "increased ad conversions by 25% with a $5K Meta budget (Begin Health)"
},
{
"reason": "Strong analytics and A/B testing discipline applicable to campaign optimization",
"evidence": "Boosted conversion rates by 120 basis points & increased MRR by $5M through strategic CRO leadership and advanced A/B testing (Athletic Greens)"
}
],
"hard_fail_reasons": [
"req_002 FAIL — Google Ads: No evidence of hands-on Google Ads campaign management anywhere in the profile. Google Ads is not listed as a tool or skill.",
"req_003 FAIL — TikTok Ads: TikTok appears only as a social media platform in the tool list; no evidence of running paid campaigns in TikTok Ads Manager.",
"req_001 PARTIAL FAIL — Meta Ads: Only one small-scale instance cited ($5K budget at Begin Health); no senior-level, multi-client Meta Ads Manager experience demonstrated.",
"req_009 FAIL — Agency Environment / Autonomous Execution: All work history is brand-side or in-house; no digital marketing agency experience identified.",
"req_005 FAIL — Multi-Client Campaign Management (20+ campaigns/month): No evidence of managing multiple client accounts simultaneously or running 20+ campaigns/month.",
"req_008 SOFT FAIL — Budget: At $95/hr, 15–20 hrs/week equates to $5,700–$7,600/month, exceeding the $5,000/month retainer budget."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jakemadoff210_at_gmail_com",
"email": "jakemadoff210@gmail.com",
"name": "Jake Madoff",
"passes_all_hard": false,
"score": 59,
"summary": "Jake Madoff is a strong paid social and paid search operator with deep Meta and Google Ads experience, solid ROAS track records, and genuine multi-client, multi-vertical exposure. He clears the bar on Meta Ads (req_001) and Google Ads (req_002) comfortably, and shows senior-level autonomous execution (req_004) and audience segmentation/campaign architecture (req_006). However, TikTok Ads (req_003) is a hard requirement with no substantive evidence beyond a tool listing — no campaign results, no named TikTok engagements. This is a hard fail. Additionally, Sprout Social, PA11Y, and Propellant are absent from the profile. The profile skews heavily toward direct-brand and growth-marketer contexts rather than boutique agency multi-client management, and there is no evidence of delivering structured monthly performance reports for multiple simultaneous clients (req_007). The $5,000/month retainer aligns with his $70/hr stated rate at ~15–20 hrs/week, so budget fit is plausible. Overall Jake is a capable paid media operator who would be strong in two of three required hard channels but cannot be confirmed on TikTok Ads execution.",
"synthesis_quote": "Jake led paid media for The/Studio managing $200K/month across Meta and Google Ads (PMax/Search)... Campaigns targeted a 3.5+ ROAS, with full-funnel segmentation, creative testing, and high-intent keyword strategy.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Strong Meta and Google Ads history across multiple engagements; TikTok listed as a tool but zero campaign evidence; no confirmed multi-client reporting cadence; agency background thin.",
"rationale": "Passes req_001 (Meta) and req_002 (Google) with concrete proof. Fails req_003 (TikTok Ads) — TikTok appears only as a tool tag, no named campaign, result, or client. Req_005 (20+ campaigns/month multi-client) partially supported by volume of concurrent engagements but not explicitly confirmed. Req_007 (monthly reporting for two clients) absent. Req_009 (agency environment) not clearly evidenced — most roles appear to be direct-brand freelance, not agency. Score suppressed to reflect two hard-requirement gaps and one hard fail."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Managed $200K/month across Meta and Google Ads at The/Studio; achieved 3.4 ROAS on Meta at The Wanderwell Co; reduced CPL by 28% and grew leads by 45% at SignatureFD; 3X profitability increase on paid social at Swyft Filings.",
"rationale": "Deep, specific paid social and paid search expertise on Meta and Google Ads is well-evidenced with concrete metrics. Missing TikTok Ads execution evidence limits the score since TikTok is a hard requirement. Strong creative strategy and audience segmentation signals. Functional depth is real but incomplete for the full channel set required."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "Experience spans e-commerce (Jean Dousset, Wanderwell, Petit Seal), B2B/B2C manufacturing (The/Studio), financial services (SignatureFD), energy (Greenfoot) — consumer-facing brand experience present.",
"rationale": "Broad consumer-facing brand experience matches the agency's client base well. However, boutique agency environment experience (managing multiple clients simultaneously on behalf of an agency) is not clearly demonstrated — roles appear to be direct freelance/in-house engagements. Some industry overlap with what Modern PR's clients might look like, but the agency-context fit is weaker than ideal."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Jake 'managed $200K/month across Meta and Google Ads'; 'led paid social, SEM, and SEO for Jean Dousset'; 'restructured and optimized Swyft Filings' paid social campaigns'; 'built full-funnel Meta campaigns that cut CPLs below $90'.",
"rationale": "Profile consistently demonstrates personal, hands-on campaign building, optimization, and management. Not a delegator — Jake is clearly the practitioner. Strong evidence across multiple engagements of direct ad account management with measurable outputs. Penalized slightly for absence of TikTok hands-on evidence."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Conducted a funnel audit at The Wanderwell Co; built full-funnel Meta campaigns with creative testing and segmentation; restructured search, PMax, and shopping ads at Jean Dousset; led high-intent keyword strategy with full-funnel segmentation at The/Studio.",
"rationale": "Strong signals of strategic thinking — funnel audits, campaign restructuring, creative direction, segmentation design. Demonstrates ability to diagnose and prioritize rather than just execute. Falls short of exceptional because strategy evidence is mostly inferred from results rather than explicitly described planning or framework articulation."
},
"tool_platform_fit": {
"score": 60,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, LinkedIn, Snapchat, Pinterest — Meta Ads Manager and Google Ads confirmed via work history. No Sprout Social, no PA11Y, no Propellant.",
"rationale": "Core channel tools (Meta Ads Manager, Google Ads) are confirmed. TikTok Ads listed as a tool but unconfirmed in practice. Sprout Social (measurement/reporting, IMPORTANT) and PA11Y (content scheduling, PREFERRED) are absent. Propellant (nice-to-have) absent. Tool coverage is partial for this specific stack."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "Reduced CPA by 20%-30% and increased lead volume by 50%-60%; boosted CTR by 40% and CVR by 30% at Greenfoot; achieved 3.6 ROAS on Meta, 4.0 ROAS on Google PMax; reduced CPL by 28% at SignatureFD.",
"rationale": "Strong quantitative evidence of measurement-driven optimization — ROAS, CPL, CPA, CTR, CVR metrics cited across multiple roles. KPI ownership is clear. No explicit mention of reporting infrastructure, dashboards, or structured client reporting cadences, which is specifically required here. Score reflects strong optimization track record with a gap in formal reporting evidence."
},
"availability_budget_fit": {
"score": 72,
"weight": 4,
"evidence": "Preferred hourly rate: $70/hr. At 15-20 hrs/week, that equates to ~$4,200–$5,600/month — aligns approximately with the $5,000/month retainer. Has availability per Neon status. Based in New York.",
"rationale": "Rate math is roughly compatible with the $5,000/month budget at the stated 15-20 hr/week engagement. Active and available per platform status. US-based (New York) with no timezone issues. Slight uncertainty since $70/hr × 20 hrs/week × 4.3 weeks = ~$6,020/month, which could be a mild budget stretch at max hours."
}
},
"final_score_rationale": "Jake's weighted score is driven strongly upward by his hands-on Meta and Google Ads execution (multiple engagements, concrete ROAS and CPA metrics), his functional depth in paid social/search, and his measurement-oriented optimization track record. The biggest penalties are: (1) Hard fail on TikTok Ads (req_003) — TikTok appears only as a tool tag with zero campaign-level evidence, which is disqualifying given it is a HARD channel requirement. (2) Agency environment experience (req_009) is not clearly demonstrated; roles appear to be direct freelance or embedded brand work rather than managing multiple client accounts simultaneously under an agency umbrella. (3) Monthly client reporting (req_007) is absent from the profile. (4) Sprout Social, the primary reporting tool, is not mentioned. These gaps prevent a passing score despite Jake's genuine strength as a paid media operator on the channels where he does have evidence.",
"evidence_snippets": [
"Jake led paid media for The/Studio managing $200K/month across Meta and Google Ads (PMax/Search), generating qualified leads for SMBs and enterprise buyers. Campaigns targeted a 3.5+ ROAS, with full-funnel segmentation, creative testing, and high-intent keyword strategy.",
"On Meta Ads, his video-based creative strategies and optimized campaign structure delivered a strong ROAS of 3.4 — For Google PMax, Jake optimized the product feed and keyword signals, achieving a ROAS of 4.",
"Jake restructured and optimized Swyft Filings' paid social campaigns, leading to a 3X increase in profitability, a significant drop in CPA, and a major lift in order volume.",
"Jake reduced CPL by 28% and grew qualified leads by 45% through segmented Meta and Google Ads at SignatureFD.",
"Increased MQLs by 55% and SQLs by 35% through optimized Meta and Google Search Ads at Greenfoot Energy Solutions.",
"TikTok listed as a tool in profile classifications — no named TikTok campaign, client engagement, or performance metric found anywhere in work history.",
"Jake led paid media for The/Studio managing $200K/month across Meta and Google Ads (PMax/Search)... Campaigns targeted a 3.5+ ROAS, with full-funnel segmentation, creative testing, and high-intent keyword strategy.",
"Strong Meta and Google Ads history across multiple engagements; TikTok listed as a tool but zero campaign evidence; no confirmed multi-client reporting cadence; agency background thin."
],
"three_rs": {
"relevant": "Deep Meta Ads and Google Ads hands-on execution across 6+ engagements with strong ROAS, CPL, and CPA metrics. Senior autonomous operator with creative strategy and audience segmentation skills. Budget fit plausible at $70/hr for 15-20 hrs/week.",
"risks": "Hard fail on TikTok Ads — no campaign evidence despite tool listing. Agency multi-client management context not clearly established. No Sprout Social experience evidenced. Monthly structured client reporting not demonstrated.",
"red_flags": "TikTok Ads listed only as a tool tag with zero substantive evidence — this is a HARD requirement. Profile skews toward direct-brand freelance roles rather than boutique agency environment, which is a key context requirement."
},
"match_reasons": [
{
"reason": "Strong Meta Ads hands-on execution",
"evidence": "Managed $200K/month across Meta and Google Ads at The/Studio with 3.5+ ROAS targeting and full-funnel segmentation"
},
{
"reason": "Proven Google Ads depth",
"evidence": "Restructured search, PMax, and shopping ads at Jean Dousset; achieved ROAS of 4.0 on Google PMax at The Wanderwell Co"
},
{
"reason": "Senior autonomous operator",
"evidence": "Led growth independently across multiple concurrent freelance engagements including The/Studio, SignatureFD, Jean Dousset simultaneously"
},
{
"reason": "Strong measurement and optimization track record",
"evidence": "Reduced CPA by 20-30%, increased lead volume by 50-60%, boosted ROAS to 3.4-4.0 across multiple clients"
},
{
"reason": "Audience segmentation and creative strategy experience",
"evidence": "Full-funnel segmentation, creative testing, and video-based creative strategies cited across multiple engagements"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_003 (TikTok Ads): TikTok appears only as a tool tag in profile classifications. No named TikTok campaign, client engagement, ad creative, or performance metric is present anywhere in Jake's work history. This is a HARD channel requirement and cannot be satisfied by a tool listing alone.",
"PARTIAL CONCERN — req_009 (Agency Environment): Work history reflects direct freelance/embedded brand engagements rather than clearly operating within a digital marketing agency managing multiple client accounts simultaneously. Agency-context experience is not demonstrated."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "addicted2ppc_at_gmail_com",
"email": "addicted2ppc@gmail.com",
"name": "Esteban Martinez",
"passes_all_hard": false,
"score": 50,
"summary": "Esteban Martinez is a seasoned paid search and PPC specialist with deep Google Ads expertise and a strong agency background going back to 2002. He demonstrates genuine hands-on execution chops in Google Ads, including Performance Max, Shopping, Smart Bidding, and geo-targeting. However, this role has three equally weighted HARD channel requirements — Meta Ads, Google Ads, and TikTok Ads — and Esteban's profile shows a pronounced Google Ads/paid search identity with no credible standalone evidence of TikTok Ads experience and only glancing, secondary references to Meta (primarily cited in the context of creative assets feeding Google campaigns). His MarketerHire classification is \"Paid Search Marketer,\" not \"Paid Social Marketer,\" which reinforces the gap. There is also no evidence of multi-client agency-side campaign management at the 20+ campaigns/month scale, no Sprout Social or PA11Y tool evidence, and no mention of AI/generative search awareness. The retainer budget of $5,000/month at 15–20 hrs/week implies ~$62–$83/hr effective, which is near or above his stated $65/hr rate — a soft fit. Without clear TikTok Ads and Meta Ads senior execution proof, the candidate cannot pass all hard requirements for this role.",
"synthesis_quote": "I love helping others become successful online through Google Ads (formerly Google AdWords). Having worked both client and agency side since 2002 — Esteban's own framing centers entirely on paid search, not paid social.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 28,
"weight": 25,
"evidence": "Google Ads: extensive proof across multiple roles. Meta Ads: referenced once as a creative source for Google Performance Max ('high-converting creatives from Meta'). TikTok Ads: zero explicit mention in any role. Multi-client management: agency co-founder history is relevant but no clear 20+ campaigns/month across clients evidenced.",
"rationale": "Google Ads (req_002) is solidly met. Meta Ads (req_001) has only a passing creative-asset reference — not evidence of campaign ownership. TikTok Ads (req_003) is entirely absent from the profile. These are all HARD requirements; two of three core channel requirements fail, and req_009 (agency autonomous execution) is partially supported. Score must be low given two hard channel failures."
},
"functional_expertise": {
"score": 52,
"weight": 20,
"evidence": "Profile title 'Paid Search Marketer,' classified in Neon as 'Paid Search Marketer / Marketing Analyst.' Deep Google Ads expertise across Shopping, Performance Max, Smart Bidding, LSAs. Paid social (Meta, TikTok) is not a demonstrated functional specialty.",
"rationale": "Deep functional expertise in paid search/Google Ads is evident, but the role requires senior-level expertise specifically in paid SOCIAL (Meta + TikTok) plus Google Ads together. Esteban's functional lane is paid search, not paid social. Social-specific campaign architecture, creative direction, and audience segmentation on Meta/TikTok are not demonstrated. Partial credit for Google Ads depth."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "Worked with DTC consumer brands (Divi haircare, August Uncommon Tea, TUSHY, Hairtelligence), e-commerce, local services (Erdye's Pest Control, Clean Your Dirty Face). Co-founded a digital marketing agency in the UK. Experience spans B2B and B2C.",
"rationale": "Consumer-facing brand and agency experience is present and relevant. DTC e-commerce and local services are adjacent to what Modern PR's clients likely look like. The agency co-founder background aligns with req_018 and req_009 (agency environment). Solid industry relevance, though UK-centric agency history is a moderate contextual mismatch for US-based boutique clients."
},
"hands_on_execution": {
"score": 68,
"weight": 15,
"evidence": "'Hyper-Local Targeting Increased Conversion Rate by 72%'; 'Call-Only Ads + Smart Bidding for Mobile Drove 3.6x ROAS'; 'Launched Performance Max campaigns using high-converting creatives from Meta increasing conversion rate 74%'; 'Cut cost per appointment acquisition (CPA) by 30% year-over-year via geo-targeted PPC.'",
"rationale": "Strong hands-on execution evidence for Google Ads — he personally builds, optimizes, and reports. The execution evidence is almost entirely search-focused. Meta and TikTok hands-on execution is not demonstrated. The role demands hands-on execution across all three platforms; partial credit only."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "'Switched from Generic to Service-Specific Search Campaigns'; 'Identified and segmented top-performing audience cohorts, enabling a 38% lift in average customer lifetime value'; 'Developed granular attribution modelling that revealed hidden high-value channels.'",
"rationale": "Good evidence of diagnosis and optimization judgment in the paid search context. Audience segmentation and attribution thinking are present. However, there is no evidence of strategic campaign architecture across Meta or TikTok, no cross-platform strategy narrative, and no creative direction for social ad formats. Partial credit."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "Tools listed: Google Ads, Google Analytics, Bing AdCenter, DoubleClick, Google Display Network, SEMRush, SpyFu, Unbounce. No mention of Meta Ads Manager, TikTok Ads Manager, Sprout Social, or PA11Y.",
"rationale": "Strong fit for Google Ads tooling. No evidence of Meta Ads Manager, TikTok Ads Manager, Sprout Social (req_011 — important), or PA11Y. The role's required tool stack is substantially unmet. DoubleClick/programmatic experience is a mild nice-to-have match (req_014/req_015) but not a differentiator."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "'Lead Tracking Overhaul Boosted ROI Visibility'; 'Improved monthly ROAS 216% over 6 months'; 'Developed granular attribution modelling that revealed hidden high-value channels and improved marketing ROI by 27%'; 'Achieved a PPC return on ad spend (ROAS) of 8.1× across strategic product-launch campaigns.'",
"rationale": "Solid measurement and optimization evidence — ROAS tracking, attribution modeling, funnel analysis, A/B testing references. However, reporting is entirely within paid search contexts. No evidence of cross-platform social reporting or monthly client-facing report delivery at scale (req_007). Partial credit."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "Preferred hourly rate: $65/hr. Role budget: $5,000/month retainer at 15–20 hrs/week (~$62–$83/hr effective). Location: Burgess Hill, UK (GMT timezone). Has availability: true.",
"rationale": "Rate is borderline aligned ($65/hr stated vs. ~$62–$83/hr effective on retainer), but the UK timezone (GMT) may create scheduling friction for a US-based agency client needing responsive execution. Availability is confirmed. Soft fit overall."
}
},
"final_score_rationale": "Esteban Martinez's composite score is materially held down by two hard requirement failures: TikTok Ads experience is entirely absent from his profile, and Meta Ads is referenced only once as a creative asset source for a Google campaign — not as a platform he owns or manages independently. These are HARD requirements (req_001, req_003), and failing them triggers passes_all_hard=false and depresses the hard_requirements_fit dimension severely. His paid search depth (Google Ads) is strong and would score well in a purely SEM role, but this is a paid SOCIAL role where Google Ads is one of three required platforms. His tool stack lacks Meta Ads Manager, TikTok Ads Manager, and Sprout Social — all critical to this engagement. His agency background and DTC consumer brand experience provide partial credit for industry/audience relevance and hands-on execution. No AI/generative search awareness is evidenced. The overall profile is a strong paid search candidate mismatched to a paid social specialist role.",
"evidence_snippets": [
"Co-founder of Active Online Marketing Group established in 2009, growing the business from a small desk at home, into a highly successful digital marketing agency in Brighton, operating across the UK and Europe.",
"Launched Performance Max campaigns using high-converting creatives from Meta increasing conversion rate 74%.",
"Call-Only Ads + Smart Bidding for Mobile Drove 3.6x ROAS (Erdye's Pest Control — Google Ads focus).",
"Achieved a PPC return on ad spend (ROAS) of 8.1× across strategic product-launch campaigns (Divi — Google/PPC).",
"Tools listed in profile: Google Adwords, Google Analytics, Bing AdCenter, DoubleClick — no Meta Ads Manager or TikTok Ads Manager present.",
"MarketerHire classification: Paid Search Marketer / Marketing Analyst — not Paid Social Marketer.",
"I love helping others become successful online through Google Ads (formerly Google AdWords). Having worked both client and agency side since 2002 — Esteban's own framing centers entirely on paid search, not paid social.",
"Google Ads: extensive proof across multiple roles. Meta Ads: referenced once as a creative source for Google Performance Max ('high-converting creatives from Meta'). TikTok Ads: zero explicit mention in any role. Multi-client management: agency co-founder history is relevant but no clear 20+ campaigns/month across clients evidenced."
],
"three_rs": {
"right_skills": false,
"right_industry": true,
"right_seniority": true
},
"match_reasons": [
{
"reason": "Deep Google Ads expertise with measurable ROAS and CPA results across multiple client engagements (e.g., 8.1× ROAS at Divi, 216% ROAS improvement at August Uncommon Tea)",
"requirement_id": "req_002"
},
{
"reason": "Agency co-founder with 10+ years managing multi-client accounts and a £1.2M combined marketing budget, indicating autonomous senior-level execution capacity",
"requirement_id": "req_009"
},
{
"reason": "Consumer DTC brand experience (Divi, TUSHY, Hairtelligence, August Uncommon Tea) aligns with Modern PR's consumer-facing brand client base",
"requirement_id": "req_018"
},
{
"reason": "Hands-on audience segmentation and attribution modeling evidence ('Identified and segmented top-performing audience cohorts, enabling a 38% lift in CLV')",
"requirement_id": "req_006"
}
],
"hard_fail_reasons": [
"req_003 — TikTok Ads: Zero mention of TikTok Ads in any role, project, or tool listing. This is a HARD channel requirement with no evidence of fulfillment.",
"req_001 — Meta Ads: Only passing reference to Meta is 'high-converting creatives from Meta' used to feed a Google Performance Max campaign. No evidence of owning or managing Meta Ads campaigns independently as a platform operator.",
"req_005 — Multi-Client Campaign Management at 20+ campaigns/month: No explicit evidence of simultaneously managing 20+ active campaigns across multiple clients at the required scale."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "andrew_at_effectivemarketinginc_com",
"email": "andrew@effectivemarketinginc.com",
"name": "Andrew Parker",
"passes_all_hard": false,
"score": 33,
"summary": "Andrew Parker is a strong email marketer, marketing automation specialist, and fractional CMO — but he is fundamentally misaligned with this role. The position requires a senior paid social specialist who personally and actively manages campaigns across Meta Ads, Google Ads, and TikTok Ads for agency clients. Andrew's MarketerHire classification is \"Email Marketer / CMO,\" and nearly every bullet point in his profile speaks to email deliverability, automation, lifecycle campaigns, and list segmentation. He mentions Google Ads and Meta Ads certifications and a large budget managed ($3.4M annual) in his bio summary, but there is no concrete evidence in his work history of actively running Meta, Google, or TikTok paid campaigns hands-on across multiple client accounts. TikTok Ads specifically is entirely absent. There is no evidence of agency-side multi-client paid social campaign management, 20+ concurrent campaigns, or monthly paid media performance reporting for clients. His availability is also flagged as false in the system. This candidate fails three HARD channel requirements (Meta hands-on agency execution, Google Ads hands-on agency execution, TikTok Ads) and the multi-client agency execution requirement.",
"synthesis_quote": "Andrew's main strengths lie in the world of email and marketing automation... certified in Google Ad and Meta Ads and has managed paid ads budgets large ($3.4M/annual)",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Bio mentions Google Ad and Meta Ads certifications and a $3.4M paid ads budget, but no work history entry shows hands-on agency-side management of Meta, Google, or TikTok campaigns across multiple clients. TikTok Ads is entirely absent from the profile.",
"rationale": "Three of nine HARD requirements relate to active channel execution (Meta, Google, TikTok). The profile provides only a credential mention in the bio summary with zero supporting work history detail for any of these channels. Multi-client paid social agency execution is also undemonstrated. Hard requirements are not met."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "Andrew's skills list includes email marketing, lifecycle campaigns, list segmentation, ESP migration, deliverability — not paid social. The one paid media reference is a brief bio mention with no campaign-level detail.",
"rationale": "The role's core function is paid social media management (Meta, Google, TikTok). Andrew's functional expertise is almost entirely in email marketing and marketing automation, which is a different lane. There is no depth of paid social execution in the work history."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Andrew lists Marketing Agencies as an industry classification and has worked across B2B and B2C audiences, with ecommerce and local business experience.",
"rationale": "Some agency and consumer-brand context exists, but it is associated with email work rather than paid social. The relevance to a boutique paid social agency managing consumer-facing brands is marginal given the functional mismatch."
},
"hands_on_execution": {
"score": 55,
"weight": 15,
"evidence": "Andrew demonstrates strong hands-on execution in email: 'Served as lead copywriter for all emails, writing approximately 10-15 emails per week' and 'Built and scaled outbound marketing systems supporting 15+ industry verticals.' However, no paid social hands-on execution is evidenced.",
"rationale": "Andrew is clearly an operator, not a delegator — but his hands-on work is entirely in email and automation, not paid social. The execution depth does not transfer to the role's requirements."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "'Increased paid advertising revenue from $0 to $133k/month' and 'Drove a significant spike in direct client sales, totaling almost $5M in two years' at Leadership Circle show strategic impact, though attribution to paid social specifically is unclear.",
"rationale": "Andrew shows strategic thinking and marketing judgment broadly, including some paid media outcome mentions, but these are reported at a high level without paid social-specific strategic detail. Strategy relevant to this role's paid social context is weakly evidenced."
},
"tool_platform_fit": {
"score": 15,
"weight": 8,
"evidence": "Tools listed: ActiveCampaign, HubSpot, Klaviyo, Mailchimp, Google Analytics, Salesforce — all email/CRM tools. Meta Ads Manager, TikTok Ads, Sprout Social, and PA11Y are not listed anywhere in the profile.",
"rationale": "None of the role's primary tools (Meta Ads Manager, TikTok Ads, Google Ads platform, Sprout Social, PA11Y) appear in Andrew's tool stack. This is a near-complete mismatch on tool and platform fit."
},
"measurement_optimization": {
"score": 50,
"weight": 6,
"evidence": "'Improved email performance metrics, including 31% open rates and 11% response rates' and 'Enhanced reporting accuracy through unified CRM and campaign data' — strong measurement evidence but email-specific.",
"rationale": "Andrew demonstrates meaningful measurement and optimization capability in email, but no paid social KPI ownership, funnel reporting, or ad performance iteration is evidenced. The measurement competency does not align with this role's requirements."
},
"availability_budget_fit": {
"score": 30,
"weight": 4,
"evidence": "has_availability: false. Preferred hourly rate is $100/hr; at 15-20 hrs/week that equates to $6,000–$8,000/month, well above the $5,000/month retainer budget.",
"rationale": "Andrew is flagged as unavailable in the system, and his rate ($100/hr) would exceed the $5,000/month retainer cap at the stated 15-20 hours/week engagement. Both availability and budget are misaligned."
}
},
"final_score_rationale": "Andrew Parker fails this evaluation on multiple HARD requirements. The three core channel requirements — hands-on Meta Ads, Google Ads, and TikTok Ads execution across agency client accounts — are not supported by his work history. TikTok Ads is entirely absent; Meta and Google are mentioned only as certifications in a bio paragraph without any campaign-level detail. His functional expertise is in email marketing and automation, which is a different marketing lane than paid social. The tools in his profile are all email/CRM platforms; none of the role's required platforms (Meta Ads Manager, TikTok Ads, Sprout Social) appear. He is also flagged as unavailable and his rate likely exceeds the budget. Despite being a clearly capable, hands-on email marketer with real results, nearly all his demonstrated strength is irrelevant to this paid social role.",
"evidence_snippets": [
"Andrew's main strengths lie in the world of email and marketing automation. He is a certified expert in Marketo and Hubspot and a former Salesforce Admin.",
"certified in Google Ad and Meta Ads and has managed paid ads budgets large ($3.4M/annual) and small ($50k/annual)",
"Skills list: Email marketing analytics, Email deliverability testing & optimization, Lifecycle campaigns & strategy, List segmentation & cleaning — no paid social skills listed",
"Tools: ActiveCampaign, HubSpot, Klaviyo, Mailchimp, Pardot — no Meta Ads Manager, TikTok Ads, or Sprout Social listed",
"has_availability: false; preferred_hourly_pay_rate: $100/hr",
"Increased paid advertising revenue from $0 to $133k/month [at Leadership Circle — no channel specificity, no client-facing agency context]",
"Andrew's main strengths lie in the world of email and marketing automation... certified in Google Ad and Meta Ads and has managed paid ads budgets large ($3.4M/annual)",
"Bio mentions Google Ad and Meta Ads certifications and a $3.4M paid ads budget, but no work history entry shows hands-on agency-side management of Meta, Google, or TikTok campaigns across multiple clients. TikTok Ads is entirely absent from the profile."
],
"three_rs": {
"role_fit": "Andrew is classified and experienced as an Email Marketer and CMO, not a paid social specialist. His functional expertise, tools, and work history are almost entirely email-focused.",
"results": "Strong email results are present (31% open rates, $25k revenue from flows, 37% increase in qualified inbound conversations) but none are attributable to paid social campaign management.",
"readiness": "Not ready for this role. No TikTok Ads experience, no agency-side paid social campaign portfolio, and flagged as unavailable. Would require significant reskilling in the wrong direction for this engagement."
},
"match_reasons": [],
"hard_fail_reasons": [
"req_001 FAIL — Meta Ads (Facebook/Instagram): No hands-on agency-side Meta Ads campaign management evidenced in work history. Only a brief bio mention of certification.",
"req_002 FAIL — Google Ads: No hands-on Google Ads campaign management evidenced in work history. Only a bio-level certification mention with no campaign detail.",
"req_003 FAIL — TikTok Ads: TikTok Ads is entirely absent from the profile — no mention in skills, tools, or work history.",
"req_005 FAIL — Multi-Client Campaign Management: No evidence of managing 20+ paid social campaigns/month across multiple agency clients. All multi-campaign management references relate to email.",
"req_009 FAIL — Agency Environment / Autonomous Paid Social Execution: While Andrew lists Marketing Agencies as an industry, there is no evidence of working as an agency-side paid social operator managing client paid media independently."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "yykholeif_at_gmail_com",
"email": "yykholeif@gmail.com",
"name": "Youssef Kholeif",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is OFFBOARDED.",
"synthesis_quote": "Candidate was not sent to the LLM evaluator because a deterministic hard screen fired.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 0,
"weight": 25,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"functional_expertise": {
"score": 0,
"weight": 20,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"industry_audience_relevance": {
"score": 0,
"weight": 12,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"hands_on_execution": {
"score": 0,
"weight": 15,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"strategy_and_judgment": {
"score": 0,
"weight": 10,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"tool_platform_fit": {
"score": 0,
"weight": 8,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"measurement_optimization": {
"score": 0,
"weight": 6,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"availability_budget_fit": {
"score": 0,
"weight": 4,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
}
},
"final_score_rationale": "Deterministic hard screen fired: Profile status is OFFBOARDED.",
"evidence_snippets": [
"---\n# Identity\nemail: \"yykholeif@gmail.com\"\nname: Youssef Kholeif\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-06-01\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-09T16:07:45.256127+00:00\nneon_updated_at: 2026-06-01T16:45:40.067957+00:00\n---\n\n# Youssef Khole"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"yykholeif@gmail.com\"\nname: Youssef Kholeif\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-06-01\n\n# Metadata\nsource: neon (live)\ngenerated_at: 202"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is OFFBOARDED."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is OFFBOARDED."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "anthonyten4_at_gmail_com",
"email": "anthonyten4@gmail.com",
"name": "Anthony Soric",
"passes_all_hard": false,
"score": 37,
"summary": "Anthony Soric is a growth consultant with over a decade of experience across SEO, PPC (Google Ads), CRO, and analytics. He has demonstrated solid Google Ads execution with impressive conversion results for automotive and fashion clients. However, his profile critically lacks proven hands-on experience with TikTok Ads and has no evidence of Meta Ads Manager campaign management at a client level. There is no mention of agency employment managing multi-client paid social portfolios, no TikTok Ads evidence whatsoever, and his social media advertising references are generic and LinkedIn-focused. He fails three of the nine HARD requirements (TikTok Ads, Meta Ads hands-on, multi-client paid social agency management), making him unsuitable for this role despite his Google Ads competency.",
"synthesis_quote": "Running strategic, audience-optimized campaigns across Facebook, Instagram, and LinkedIn — but with no TikTok Ads evidence and no demonstrated agency-side multi-client paid social management at scale.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Google Ads Management: 73% Increase in Conversions, 54% Reduction in Cost per Conversion in the first 30 days (Automotive client). Social Media Advertising – Running strategic, audience-optimized campaigns across Facebook, Instagram, and LinkedIn.",
"rationale": "Anthony satisfies the Google Ads hard requirement with concrete conversion results. He lists Facebook/Instagram advertising but provides no client-level campaign evidence in Meta Ads Manager. TikTok Ads is entirely absent from his profile. Multi-client agency paid social management is not demonstrated — his work is project/advisory-based, not agency-side managing 20+ campaigns/month. Three of nine hard requirements fail (req_001 Meta, req_003 TikTok, req_005 multi-client scale, req_009 agency environment), warranting a very low score."
},
"functional_expertise": {
"score": 35,
"weight": 20,
"evidence": "PPC, SEO, conversion rate optimization (CRO), and analytics — developing strategies that turn opportunities into outcomes. Google Ads Man[agement]: 73% Increase in Conversions 54% Reduction in Cost per Conversion in the first 30 days.",
"rationale": "Anthony's functional expertise is heavily weighted toward Google Ads PPC and SEO. Paid social (Meta, TikTok) is referenced only generically in his bio snippets ('Facebook, Instagram, and LinkedIn'). No campaign architecture, creative direction, or audience segmentation evidence exists for paid social. His expertise is misaligned with the core function of this role — senior paid social across Meta, Google, AND TikTok."
},
"industry_audience_relevance": {
"score": 50,
"weight": 12,
"evidence": "Industries: Ecommerce, Marketing Agencies, Services, Software & Tech. Audiences: Businesses (B2B), Consumers (B2C). Sub-industries: Consumer Packaged Goods, Healthcare, Travel, Sports.",
"rationale": "Anthony has worked across consumer-facing verticals (CPG, travel, sports) and has agency classification in his Neon profile, which offers some relevance. However, there is no direct evidence of working within or for a boutique digital marketing agency managing consumer brand paid social at the scale Modern PR requires."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "In just three months, tripled conversions without increasing advertising costs. Created new landing pages that resulted in a 3.3x improvement in the conversion rate. Optimized their Google Business Profile by addressing underperformance, tracking, and ensuring consistent NAP.",
"rationale": "Anthony demonstrates clear hands-on execution in Google Ads and SEO — he personally optimizes bids, keywords, landing pages, and tracking. However, this hands-on evidence is confined to Google/search channels. There is no hands-on execution evidence for Meta Ads Manager or TikTok Ads, which are the primary platforms for this role."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "By fine-tuning location targeting, refining keywords, adjusting bids, optimizing ad copies, and overhauling landing pages, I delivered exceptional results. Optimized content, launched ROI-driven Google Ads, and introduced Google Shopping to boost rankings, traffic, and online visibility.",
"rationale": "Anthony shows reasonable strategic judgment in diagnosing underperforming campaigns and executing turnarounds, particularly in Google Ads. However, the strategy demonstrated is search/SEO-centric. No paid social strategy thinking — audience segmentation across Meta/TikTok, creative direction for video, or multi-client portfolio prioritization — is evidenced."
},
"tool_platform_fit": {
"score": 25,
"weight": 8,
"evidence": "Tools listed: A/B testing tools, Google Analytics, LinkedIn, Excel/Sheets, Ecommerce tools (Shopify, Magento). Matched terms: 'google ads management', 'google ads', 'social media advertising'.",
"rationale": "Google Ads is confirmed. Meta Ads Manager, TikTok Ads Manager, Sprout Social, and PA11Y are all absent from his tools list. LinkedIn ad experience is mentioned but not a role requirement. Tool fit is weak for this specific stack."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "73% Increase in Conversions, 54% Reduction in Cost per Conversion in the first 30 days. 160% Increase in Conversions, 74% Reduction in Cost per Conversion after 60 days. 6x more operations year-over-year.",
"rationale": "Anthony demonstrates clear measurement and optimization discipline within Google Ads — he tracks conversions, CPL, and iterates over time. However, no evidence exists of paid social reporting (Meta/TikTok), monthly client reporting deliverables, or multi-client performance dashboards as required by this role."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr. has_availability: true. Location: Rocky River, Ohio, US.",
"rationale": "At $60/hr and 15-20 hrs/week, Anthony would run approximately $3,600-$4,800/month — close to but potentially under the $5,000/month retainer cap. US-based, active, and available. Timezone is compatible. Budget fit is marginal but workable."
}
},
"final_score_rationale": "Anthony Soric's profile fails on three critical HARD requirements that are non-negotiable for this role: (1) No proven hands-on Meta Ads Manager experience at a client campaign level — only a generic bio mention of Facebook/Instagram; (2) Zero TikTok Ads evidence anywhere in his profile; (3) No demonstrated multi-client agency-side paid social management at the 20+ campaigns/month scale. His Google Ads execution is genuinely strong with impressive conversion metrics, but Google Ads is only one of three required platforms, and the role is fundamentally a paid social role (Meta + TikTok first). His expertise skews heavily toward SEO, PPC (search), CRO, and local SEO — not the paid social lane this role demands. The profile reads as a capable Google Ads/SEO growth consultant, not a senior paid social operator. Score is depressed accordingly.",
"evidence_snippets": [
"Google Ads Management: 73% Increase in Conversions 54% Reduction in Cost per Conversion in the first 30 days.",
"In just 3 months, tripled conversions without increasing advertising costs.",
"Social Media Advertising – Running strategic, audience-optimized campaigns across Facebook, Instagram, and LinkedIn.",
"Provide guidance on social and paid media [Book Adriatic — advisory only].",
"Tools listed: Google Analytics, LinkedIn, A/B testing tools, Ecommerce tools — no Meta Ads Manager, TikTok Ads, or Sprout Social.",
"preferred_hourly_pay_rate: $60/hr; has_availability: true; Location: Rocky River, Ohio, US.",
"Running strategic, audience-optimized campaigns across Facebook, Instagram, and LinkedIn — but with no TikTok Ads evidence and no demonstrated agency-side multi-client paid social management at scale.",
"Google Ads Management: 73% Increase in Conversions, 54% Reduction in Cost per Conversion in the first 30 days (Automotive client). Social Media Advertising – Running strategic, audience-optimized campaigns across Facebook, Instagram, and LinkedIn."
],
"three_rs": {
"relevant": "Google Ads PPC execution with strong conversion optimization results; SEO and CRO across multiple client verticals; B2C consumer audience experience.",
"risks": "No TikTok Ads experience whatsoever; Meta Ads Manager is only generically referenced with no campaign-level evidence; no demonstrated agency-side multi-client paid social management; profile is SEO/search-heavy, not paid social-primary.",
"recommendation": "Do not advance. Anthony fails three hard requirements (Meta Ads hands-on, TikTok Ads, multi-client agency paid social at scale). He is a strong Google Ads/SEO consultant but is not a senior paid social operator across Meta, Google, and TikTok as required."
},
"match_reasons": [
{
"reason": "Google Ads execution strength",
"evidence": "73% Increase in Conversions, 54% Reduction in Cost per Conversion in first 30 days (Automotive client)"
},
{
"reason": "US-based and available",
"evidence": "has_availability: true; Location: Rocky River, Ohio, US"
},
{
"reason": "Multi-industry consumer audience exposure",
"evidence": "Sub-industries: Consumer Packaged Goods, Travel, Sports, Healthcare"
}
],
"hard_fail_reasons": [
"req_001 FAIL — Meta Ads (Facebook/Instagram): No hands-on Meta Ads Manager campaign evidence at a client account level. Only a generic bio mention of 'Facebook, Instagram' campaigns with no specifics, results, or campaign architecture details.",
"req_003 FAIL — TikTok Ads: TikTok Ads is entirely absent from the profile. Not mentioned in work history, tools, skills, or anywhere in the candidate's experience.",
"req_005 FAIL — Multi-Client Campaign Management (20+/month): No evidence of managing 20+ active campaigns per month across multiple client accounts simultaneously. Work history reflects individual project/advisory engagements, not an agency managing multi-client paid social at scale.",
"req_009 FAIL — Agency Environment / Autonomous Execution: No prior employment in a digital marketing agency environment. All work history reflects independent consulting/advisory roles, not agency-side execution managing client portfolios."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "karan_nanda_at_hotmail_com",
"email": "karan_nanda@hotmail.com",
"name": "Karan Nanda",
"passes_all_hard": false,
"score": 15,
"summary": "Karan Nanda is a strong email marketing and marketing automation specialist with 10+ years of experience in lifecycle campaigns, CRM platforms, and email deliverability. However, he has zero demonstrable experience in any of the three HARD-required paid social channels — Meta Ads, Google Ads, or TikTok Ads. His MarketerHire classifications are \"Marketing Automation\" and \"Email Marketer,\" his tools list contains no paid social platforms, and his entire work history is email/CRM/automation focused. There is no evidence of agency-side paid social work, multi-client campaign management across ad platforms, or programmatic experience. He fails five of the seven HARD requirements and is therefore a clear misfit for this role.",
"synthesis_quote": "Results-oriented Growth Marketing Manager with 10+ years of experience in executing data-driven marketing strategies... Skilled in user acquisition, retention, and lifecycle marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 5,
"weight": 25,
"evidence": "MarketerHire roles listed as 'Marketing Automation' and 'Email Marketer'; tools list includes ActiveCampaign, Mailchimp, HubSpot, Pardot, Marketo — zero paid social platforms mentioned anywhere in profile.",
"rationale": "Fails req_001 (Meta Ads), req_002 (Google Ads), req_003 (TikTok Ads), req_005 (multi-client paid campaign management), and req_009 (agency paid social autonomous execution). These are all HARD requirements. The only partial credit is for seniority (req_004) and some reporting experience (req_007) via CRM/email campaign reporting, but these are insufficient in a paid social context."
},
"functional_expertise": {
"score": 8,
"weight": 20,
"evidence": "Led execution of 40–60+ monthly campaigns in Marketo supporting multi-channel lifecycle marketing; demonstrated expert-level proficiency in Pardot leveraging advanced automation tools.",
"rationale": "Karan's functional expertise is entirely in email marketing and marketing automation — not paid social. The role requires Meta, Google, and TikTok Ads depth. His email expertise, while strong, is irrelevant to this role's core function. Score is near-floor."
},
"industry_audience_relevance": {
"score": 30,
"weight": 12,
"evidence": "Industries listed: Apps, Ecommerce, Local Businesses, Marketing Agencies, Software & Tech. Worked at Threefinity (a business consultancy/digital agency) and EvenUp Law.",
"rationale": "He has some agency exposure (Threefinity, Marketing Agencies classification) and consumer-adjacent industries (Ecommerce, B2C). This is marginal credit, as the industry tags show some overlap with consumer-facing brands, but none of his work is paid social for consumer brands."
},
"hands_on_execution": {
"score": 20,
"weight": 15,
"evidence": "Skilled in owning and executing complex email workflows end-to-end; maintained 99%+ on-time campaign deployment through structured QA and scheduling processes.",
"rationale": "He is clearly a hands-on executor — but exclusively in email/automation. There is no hands-on execution evidence for paid social ads (building campaigns in Meta Ads Manager, optimizing Google Ads, running TikTok Ads). Hands-on execution credit cannot transfer to an unrelated channel."
},
"strategy_and_judgment": {
"score": 20,
"weight": 10,
"evidence": "Led B2B marketing strategy, increasing qualified pipeline by 35% and enterprise conversions by 22%; conducted A/B & multivariate testing to refine campaign elements.",
"rationale": "Karan shows strategic thinking in email/CRM, including A/B testing and pipeline strategy, but none of this maps to paid social campaign architecture, audience segmentation in ad platforms, or creative direction for Meta/TikTok. Minimal transferable credit."
},
"tool_platform_fit": {
"score": 5,
"weight": 8,
"evidence": "Tools listed: ActiveCampaign, Campaign Monitor, Google Analytics, HubSpot, Mailchimp, Pardot, Salesforce, Zapier — no Meta Ads Manager, Google Ads, TikTok Ads, or Sprout Social mentioned.",
"rationale": "Zero overlap with the role's required tools: Meta Ads Manager, Google Ads, TikTok Ads, Sprout Social. Google Analytics appears in his tool list but this alone is insufficient. Complete misfit on platform tools."
},
"measurement_optimization": {
"score": 22,
"weight": 6,
"evidence": "Prepare regular performance reports and QBRs, effectively communicating campaign results, insights and recommendations to senior leadership; tracked campaigns with UTMs and performance reporting.",
"rationale": "He has genuine measurement and reporting skills (QBRs, UTM tracking, A/B testing), but these are in email/CRM contexts. The role requires paid media performance reporting (ROAS, CPA, CPM across Meta/Google/TikTok). Partial credit for transferable reporting discipline."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr; has_availability: true; location: Guelph, Ontario, CA.",
"rationale": "At $60/hr × 15–20 hrs/week, monthly cost would be ~$3,600–$4,800, which is within or near the $5,000/month budget. Availability is confirmed. Canadian timezone is workable. Soft fit is acceptable, but moot given hard requirement failures."
}
},
"final_score_rationale": "Karan Nanda's profile is a strong email/automation marketer profile placed against a paid social role — a fundamental category mismatch. The five HARD requirement failures (Meta Ads, Google Ads, TikTok Ads, multi-client paid campaign management, agency paid social execution) each independently disqualify him. His weighted scores reflect near-floor marks on functional expertise, tool fit, and hard requirements fit — the three highest-weighted dimensions. The only modest scores are in measurement/optimization and availability/budget, which are low-weight dimensions and irrelevant in the face of categorical misfit. The final composite score is critically low (~18/100) and the candidate must not advance.",
"evidence_snippets": [
"MarketerHire roles classified as 'Marketing Automation' and 'Email Marketer' — no paid social classification.",
"Tools listed: ActiveCampaign, Campaign Monitor, Google Analytics, HubSpot, Mailchimp, Pardot, Salesforce, Zapier — zero paid ad platforms.",
"Led execution of 40–60+ monthly campaigns in Marketo supporting multi-channel lifecycle marketing.",
"Demonstrated expert-level proficiency in Pardot leveraging advanced automation tools to enhance lead nurturing and engagement strategies.",
"Prepare regular performance reports and QBRs, effectively communicating campaign results, insights and recommendations to senior leadership.",
"Skilled in owning and executing complex email workflows end-to-end.",
"Results-oriented Growth Marketing Manager with 10+ years of experience in executing data-driven marketing strategies... Skilled in user acquisition, retention, and lifecycle marketing.",
"MarketerHire roles listed as 'Marketing Automation' and 'Email Marketer'; tools list includes ActiveCampaign, Mailchimp, HubSpot, Pardot, Marketo — zero paid social platforms mentioned anywhere in profile."
],
"three_rs": {
"relevant": "10+ years of hands-on campaign execution, reporting discipline, and data-driven optimization; some agency and ecommerce industry exposure.",
"risks": "No evidence of any paid social experience (Meta, Google Ads, TikTok); entire career is email/CRM/automation; would require extensive onboarding into a completely different marketing discipline.",
"red_flags": "Zero paid social platform tools anywhere in profile; classified by MarketerHire exclusively as Email Marketer and Marketing Automation — not a paid media practitioner by any measure."
},
"match_reasons": [],
"hard_fail_reasons": [
"req_001 FAIL — No evidence of Meta Ads Manager experience anywhere in profile; not listed as a tool, skill, or in any job description.",
"req_002 FAIL — No evidence of Google Ads hands-on experience; Google Analytics is listed but not Google Ads campaign management.",
"req_003 FAIL — No evidence of TikTok Ads experience whatsoever.",
"req_005 FAIL — No evidence of managing 20+ paid campaigns per month across multiple client ad accounts; Marketo campaigns are email, not paid social.",
"req_009 FAIL — No evidence of agency-side paid social autonomous execution; Threefinity role was email-focused at a consultancy, not a paid social agency environment."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "cydschwartz_at_gmail_com",
"email": "cydschwartz@gmail.com",
"name": "Cydney Schwartz",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is OFFBOARDED.",
"synthesis_quote": "Candidate was not sent to the LLM evaluator because a deterministic hard screen fired.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 0,
"weight": 25,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"functional_expertise": {
"score": 0,
"weight": 20,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"industry_audience_relevance": {
"score": 0,
"weight": 12,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"hands_on_execution": {
"score": 0,
"weight": 15,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"strategy_and_judgment": {
"score": 0,
"weight": 10,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"tool_platform_fit": {
"score": 0,
"weight": 8,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"measurement_optimization": {
"score": 0,
"weight": 6,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"availability_budget_fit": {
"score": 0,
"weight": 4,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
}
},
"final_score_rationale": "Deterministic hard screen fired: Profile status is OFFBOARDED.",
"evidence_snippets": [
"---\n# Identity\nemail: \"cydschwartz@gmail.com\"\nname: Cydney Schwartz\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-03-04\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-09T16:08:23.783017+00:00\nneon_updated_at: 2026-03-04T16:28:05.770071+00:00\n---\n\n# Cydney Schw"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"cydschwartz@gmail.com\"\nname: Cydney Schwartz\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-03-04\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is OFFBOARDED."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is OFFBOARDED."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "raquel_at_raquelbowles_com",
"email": "raquel@raquelbowles.com",
"name": "Raquel Bowles",
"passes_all_hard": false,
"score": 43,
"summary": "Raquel Bowles is a growth and brand marketer with a broad omnichannel background, but her profile does not demonstrate the senior, specialized paid social expertise this role demands. The most critical gaps are TikTok Ads (no evidence of hands-on campaign execution), multi-client agency environment (she operates as a solo freelancer on single-client engagements), and managing 20+ concurrent campaigns across multiple client accounts. Her Google Ads and Meta Ads experience is present but appears episodic and project-based rather than sustained, high-volume, or agency-scale. She does not pass the hard requirement for TikTok Ads, multi-client campaign management at scale, or agency environment experience. Her rate ($100/hr → ~$16K/month at 40 hrs, or ~$6-8K/month at 15-20 hrs) may also exceed the $5K/month retainer budget. Her strengths lie in funnel architecture, brand strategy, and CRM — all largely irrelevant to this paid social execution role.",
"synthesis_quote": "Drove $50M+ revenue, grew pipeline 30–80% in 90 days, cut CPL 60%, and built scalable systems adopted by internal teams — but no concrete TikTok Ads campaign evidence, no multi-client agency context, and no evidence of managing 20+ concurrent paid campaigns across a portfolio of clients.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 28,
"weight": 25,
"evidence": "Google Ads and Facebook Ads Manager listed as tools; Stayable Suites Google Ads work cited; no TikTok Ads campaign evidence; no multi-client agency environment; no 20+ campaign/month portfolio evidence",
"rationale": "Raquel passes req_001 (Meta/Facebook Ads Manager) and req_002 (Google Ads) at a basic level with some project-level evidence, but critically fails req_003 (TikTok Ads — TikTok listed only as a social platform tool, no ad campaign evidence), req_005 (multi-client 20+ campaigns/month — all engagements appear single-client, short-duration), and req_009 (agency environment — she works as an independent freelancer serving individual clients, not in a multi-client agency structure). These are three separate hard failures."
},
"functional_expertise": {
"score": 42,
"weight": 20,
"evidence": "'Led digital advertising team' at Stayable Suites; 'ROAS 4:1'; 'executing targeted paid advertising campaigns' at Lucie's Wholesome Kitchen; 'Devised a complete Google Ads strategy' (source snippet); Facebook Ads Manager listed in tools",
"rationale": "There is some paid media execution evidence — Google Ads at Stayable Suites with CTR and ROAS metrics, and references to paid advertising campaigns at other clients. However, the depth is thin: most engagements are described with broad growth marketer language. TikTok Ads expertise is entirely absent. No evidence of sustained, senior-level paid social specialization across Meta, Google, and TikTok simultaneously. Core functional expertise skews toward funnel strategy, CRM, email, and brand — not paid social depth."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Served consumer-facing clients (Lucie's Wholesome Kitchen, Project R3SIN, Graze Craze franchise); B2C and B2B audiences; listed industries include Marketing Agencies, Ecommerce, Local Businesses",
"rationale": "Raquel has consumer brand experience across food, fitness, and hospitality verticals, which aligns with Modern PR's consumer-facing client base. She lists Marketing Agencies as an industry, though her actual agency-side work is not clearly documented. The consumer and local business experience is relevant but not specific to the boutique paid social agency model."
},
"hands_on_execution": {
"score": 48,
"weight": 15,
"evidence": "'Built eight Google Analytics accounts'; 'Led the digital advertising team, guiding the creation of graphics and copy'; '5 full lease conversions within 30 days'; 'CTR of 18.59% for Dynamic Search'",
"rationale": "Some hands-on execution is evident at Stayable Suites (Google Ads search campaigns, analytics setup) and Graze Craze (full funnel, 17% CTR, $0.24 CPC). However, many descriptions indicate she led or oversaw teams rather than personally executing. No evidence of personally managing ads in TikTok Ads Manager. Campaign counts are small (single client, short engagements), far from the 20+/month multi-client cadence required."
},
"strategy_and_judgment": {
"score": 62,
"weight": 10,
"evidence": "'Developed a comprehensive marketing strategy'; 'Identified four distinct customer personas'; 'Changing search terms from hotels in to transitional housing'; 'Defined five distinct personas'",
"rationale": "Raquel shows genuine strategic thinking — persona development, channel prioritization, funnel architecture, and search term optimization. However, this strategic evidence is mostly in growth/brand contexts, not pure paid social media strategy. The judgment she demonstrates is relevant but not specifically tuned to the paid social campaign architecture (audience segmentation, creative testing, bid strategies across Meta/TikTok/Google) this role demands."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Tools listed: Google Ads, Google Analytics, Facebook Ads Manager, LinkedIn Ads, Canva, CRMs; Sprout Social not mentioned; TikTok Ads Manager not mentioned; PA11Y not mentioned; Propellant not mentioned",
"rationale": "Google Ads and Facebook Ads Manager are present. However, Sprout Social (reporting tool Jennifer uses daily) is absent, TikTok Ads Manager is absent (TikTok is listed only as a social media platform, not an ad platform), and no programmatic tools are listed. The tool stack alignment with this role's requirements is weak."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "'ROAS 4:1 within that period'; 'CTR 18.59% for Dynamic Search'; '17% CTR, 9% CVR, $0.24 CPC'; 'Built eight Google Analytics accounts and closely monitored key performance metrics'",
"rationale": "Raquel does cite specific performance metrics across a few engagements, which is positive. ROAS, CTR, CVR, and CPC figures show she tracks results. However, no evidence of monthly multi-client reporting cadences, attribution modeling, or the type of systematic campaign performance reporting Jennifer needs for two client accounts monthly."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "Preferred rate: $100/hr; role budget: $5,000/month retainer; at 15-20 hrs/week that equals $6,000-$8,000/month at stated rate — exceeds budget; has_availability: true; location: Laguna Hills, CA (Pacific time, favorable for US client)",
"rationale": "Raquel's $100/hr rate at 15-20 hrs/week translates to roughly $6,000–$8,000/month, which exceeds the $5,000/month retainer budget by 20-60%. Availability is listed as active. Location is US-based and favorable. Budget mismatch is a meaningful soft concern but not classified as a hard requirement failure in the rubric — however, it does reduce fit."
}
},
"final_score_rationale": "Raquel Bowles scores 38/100. The three primary score depressors are: (1) Hard fail on TikTok Ads — the role's third mandatory channel has zero evidence of hands-on ad campaign execution; TikTok appears only as a social media platform in her tool list. (2) Hard fail on multi-client agency environment — all of her engagements are single-client, short-duration freelance projects; there is no evidence of simultaneously managing 20+ campaigns across a portfolio of clients in an agency structure. (3) Hard fail on agency experience — she operates as an independent solo consultant, not as part of or in service to a boutique digital agency environment requiring peer-level autonomous operation. Additionally, her functional expertise skews heavily toward growth strategy, CRM, funnel architecture, email, and brand — not the deep paid social specialization (Meta + Google + TikTok simultaneously, at scale) this role requires. Sprout Social is absent from her tool stack. Her $100/hr rate likely exceeds the $5K/month retainer. Despite genuine strategic ability and some Google/Meta Ads experience, the cumulative hard failures make her a poor fit for this specific role.",
"evidence_snippets": [
"Software Utilized: Brevo, Cloudbed, Google Ads, Google Analytics, Facebook Ads Manager, LinkedIn Ads — (no TikTok Ads Manager mentioned)",
"Led growth for 3 Graze Craze locations; built full funnel systems, drove 17% CTR, 9% CVR, $0.24 CPC, and Top 10 national rankings",
"ROAS 4:1 within that period [Stayable Suites]; CTR 18.59% for Dynamic Search; 5 full lease conversions within 30 days",
"Drove $50M+ revenue, grew pipeline 30–80% in 90 days, cut CPL 60%, and built scalable systems adopted by internal teams",
"TikTok listed as a tool under social media platforms — but categorized alongside Instagram, Twitter, Pinterest (no ad campaign evidence)",
"preferred_hourly_pay_rate: $100/hr (translates to ~$6,000–$8,000/month at 15-20 hrs/week, exceeding $5,000/month retainer)",
"Drove $50M+ revenue, grew pipeline 30–80% in 90 days, cut CPL 60%, and built scalable systems adopted by internal teams — but no concrete TikTok Ads campaign evidence, no multi-client agency context, and no evidence of managing 20+ concurrent paid campaigns across a portfolio of clients.",
"Google Ads and Facebook Ads Manager listed as tools; Stayable Suites Google Ads work cited; no TikTok Ads campaign evidence; no multi-client agency environment; no 20+ campaign/month portfolio evidence"
],
"three_rs": {
"Relevant": "Some Google Ads and Meta Ads Manager experience with measurable results (ROAS 4:1, 18.59% CTR); consumer-facing brand and local business client experience; strategic persona development and funnel architecture skills",
"Risks": "No TikTok Ads hands-on evidence (hard fail); no multi-client agency environment or 20+ concurrent campaigns (hard fail); no Sprout Social; rate likely exceeds budget; profile skews toward growth strategy/brand/CRM rather than paid social specialization",
"Reservations": "Even where paid media experience exists, it appears episodic and project-level rather than sustained, senior-level, multi-platform paid social management; the volume and complexity Jennifer needs (20+ campaigns/month, two monthly reports, peer-level autonomy) is not evidenced anywhere in the profile"
},
"match_reasons": [
{
"reason": "Some Meta Ads Manager and Google Ads experience with cited performance metrics",
"evidence": "Facebook Ads Manager and Google Ads in tool stack; ROAS 4:1, 18.59% CTR at Stayable Suites"
},
{
"reason": "Consumer-facing brand client experience relevant to Modern PR's client base",
"evidence": "Served Graze Craze, Lucie's Wholesome Kitchen, Project R3SIN — all consumer-facing local/food/fitness brands"
},
{
"reason": "Data-driven mindset with KPI ownership across engagements",
"evidence": "'17% CTR, 9% CVR, $0.24 CPC'; 'Built eight Google Analytics accounts and closely monitored key performance metrics'"
}
],
"hard_fail_reasons": [
"req_003 FAIL — No evidence of hands-on TikTok Ads campaign execution; TikTok appears only as a social media platform in tool list, not as an ad platform with campaign experience",
"req_005 FAIL — No evidence of managing 20+ active campaigns per month; all engagements are single-client, short-duration projects with no indication of concurrent multi-campaign portfolio management",
"req_009 FAIL — No evidence of working within a digital marketing agency environment; operates as an independent freelancer serving individual clients sequentially, not as part of or embedded in a multi-client agency structure"
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "seanburrows22_at_gmail_com",
"email": "seanburrows22@gmail.com",
"name": "Sean Burrows",
"passes_all_hard": false,
"score": 49,
"summary": "Sean Burrows is a decade-plus PPC and paid search specialist with solid Google Ads and Meta Ads hands-on experience, including budget scaling and multi-client freelance management. However, his profile has critical gaps against the role's hard requirements: there is no evidence of TikTok Ads experience, no demonstrated agency-side multi-client campaign management at the 20+ campaign/month scale, and no evidence of formal performance reporting for agency clients. His tool stack is search-centric (Google Ads, Bing, SEMRush) with no mention of TikTok Ads Manager, Sprout Social, or PA11Y. His classification and work history skew toward paid search rather than paid social, which is the core of this role. The $50/hr rate ($8,000/month at 40 hrs, ~$4,000/month at 20 hrs) is borderline against the $5,000/month retainer budget at 15–20 hrs/week but is not a definitive hard fail on its own. The TikTok Ads gap is the most critical hard fail.",
"synthesis_quote": "Scaled PatchMD ad spend from $2,000 to $50,000 per month while maintaining a positive ROAS via Google Search and Facebook/Instagram — but no TikTok Ads evidence found anywhere in the profile.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 28,
"weight": 25,
"evidence": "Google Ads and Meta Ads confirmed across multiple roles (PatchMD, Longevity OTC, Antidote, Burrows Marketing Consultants). TikTok Ads absent entirely from profile. Multi-client agency-style management shown via freelance work but not at stated 20+ campaigns/month scale. No formal monthly client reporting documented.",
"rationale": "Three of the seven hard requirements show meaningful gaps: TikTok Ads (req_003) is completely absent — a definitive hard fail. Multi-client 20+ campaign management (req_005) is only loosely implied by freelance consulting. Formal performance reporting for agency clients (req_007) is not evidenced. Google Ads and Meta Ads (req_001, req_002) are confirmed. Senior autonomous execution (req_004) is plausible from 10+ years experience. Agency environment (req_009) is partially met via Wpromote snippet reference. Score must be low due to TikTok hard fail."
},
"functional_expertise": {
"score": 55,
"weight": 20,
"evidence": "10+ years PPC management, managed $5M+ annual PPC budgets, Google Ads and Meta Ads campaign management across multiple employers, 80-90% paid social at Antidote role.",
"rationale": "Sean's core expertise is paid search (Google, Bing), with paid social (Meta/Facebook/Instagram) as a secondary demonstrated channel. TikTok paid social — a primary channel for this role — is entirely absent. The role requires senior-level depth across Meta, Google, AND TikTok simultaneously. His functional expertise is real but misaligned; he is a paid search specialist moonlighting in paid social, not a native paid social operator."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Worked with Marketing Agencies classification, freelance work for business owners across various industries, Wpromote (digital marketing agency) reference in profile snippets, ecommerce (PatchMD) and SaaS (Antidote, Relay) client experience.",
"rationale": "There is partial agency-side exposure (Wpromote mention, freelance consulting). Consumer-facing brand experience exists via PatchMD (ecommerce supplements). However, the boutique digital agency context serving consumer-facing brands (Modern PR's profile) is only loosely matched. No direct evidence of managing consumer PR or lifestyle/consumer brand campaigns typical of Modern PR's client base."
},
"hands_on_execution": {
"score": 65,
"weight": 15,
"evidence": "Personally managing Google Ads, Bing, Meta, and Amazon campaigns for business owners (Burrows Marketing Consultants); scaled PatchMD spend from $2,000 to $50,000/month hands-on; managing and executing ad campaigns at Antidote with $120k/month ad spend.",
"rationale": "Sean is clearly a hands-on executor — he personally builds and manages campaigns, not just advises. Strong evidence for Google Ads and Meta execution. Score is capped because TikTok execution is absent, which is one of the three primary platforms for this role. The hands-on signal is genuine but incomplete for this specific role."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "Strategic management of Google Search campaigns instrumental in scaling PatchMD ad spend; applied audience targeting and demographic analysis; managing $5M+ annual PPC budgets with consistent ROI.",
"rationale": "Budget scaling from $2K to $50K/month at PatchMD demonstrates strategic judgment and ROAS discipline. Audience targeting and demographic analysis mentioned. However, there is limited evidence of campaign architecture thinking, creative direction for paid social, or multi-platform strategy synthesis. The strategy evidence skews search/performance, not paid social creative strategy."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Listed tools: Google Adwords, Google Analytics, Bing Adcenter, SEMRush, Spyfu, Google Display Network, Google Search Console, Unbounce. Meta Ads Manager referenced in work history but not in tool list. No Sprout Social, no TikTok Ads Manager, no PA11Y.",
"rationale": "Tool stack is search-centric. Meta Ads Manager is used (confirmed by work history) but the primary tools in his listed stack are paid search tools. Sprout Social (explicitly required for reporting), TikTok Ads Manager, and PA11Y are all absent. This is a significant gap given the agency's toolset."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "Tracking analytics and presenting findings to clients at Antidote; maintaining positive ROAS while scaling PatchMD budget; Google Analytics in tool stack.",
"rationale": "ROAS management and analytics tracking are evidenced. Presenting findings to clients at Antidote is a positive signal for reporting. However, no evidence of structured monthly client reporting at agency scale, no Sprout Social reporting, and no multi-client dashboard or attribution methodology described."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "Preferred hourly rate $50/hr; has_availability: true; active status; multiple concurrent part-time remote roles suggest 15-20 hrs/week engagement is feasible.",
"rationale": "At $50/hr × 20 hrs/week × ~4 weeks = $4,000/month, which fits within the $5,000/month retainer budget. However, he is currently working multiple concurrent part-time roles (Longevity OTC, Antidote, Burrows Marketing Consultants), which may limit true availability. Active status and availability flag are positive. Utah timezone (MST) is workable."
}
},
"final_score_rationale": "Sean Burrows fails the most critical hard requirement: TikTok Ads (req_003) is entirely absent from his profile — no mention in work history, tools, skills, or anywhere else. This alone mandates passes_all_hard=false. His paid search depth (Google Ads, Bing) is strong, and Meta Ads experience is real but secondary to his search identity. The role is a paid social role demanding senior-level TikTok, Meta, and Google execution simultaneously at an agency scale. His tool stack (SEMRush, Spyfu, Bing Adcenter) signals a search-first practitioner. Sprout Social, PA11Y, and TikTok Ads Manager are all absent. Partial credit earned for Google Ads depth, Meta campaign management, hands-on execution style, and budget management experience at Antidote ($120K/month) and PatchMD. The overall score of 47 reflects real but narrowly-applicable experience that misses too many role-specific requirements to recommend advancement.",
"evidence_snippets": [
"Scaled PatchMD ad spend from $2,000 to $50,000 per month while maintaining a positive ROAS via Google Search and social media marketing on Facebook and Instagram.",
"Paid Search Marketer at Antidote technologies: managing and executing ad campaigns across Google, Bing, and Meta platforms with a monthly ad spend of around $120k.",
"Owner at Burrows Marketing Consultants: Perform freelance work personally managing Google Ads, Bing, Meta, and Amazon campaigns for business owners.",
"Digital Marketing Consultant at Longevity OTC (2025): Google Ads Campaign Management, Meta Ads Campaign Management.",
"Listed tools: Google Adwords, Bing Adcenter, Google Analytics, SEMRush, Spyfu — no TikTok Ads Manager, no Sprout Social, no PA11Y.",
"10+ years of full-time PPC management experience across multiple platforms; managed $5M+ annual PPC budgets.",
"Scaled PatchMD ad spend from $2,000 to $50,000 per month while maintaining a positive ROAS via Google Search and Facebook/Instagram — but no TikTok Ads evidence found anywhere in the profile.",
"Google Ads and Meta Ads confirmed across multiple roles (PatchMD, Longevity OTC, Antidote, Burrows Marketing Consultants). TikTok Ads absent entirely from profile. Multi-client agency-style management shown via freelance work but not at stated 20+ campaigns/month scale. No formal monthly client reporting documented."
],
"three_rs": {
"risks": [
"TikTok Ads completely absent — a hard requirement for this role with zero evidence of experience.",
"Paid search identity (Google/Bing) dominates profile; paid social depth is limited to Meta/Facebook/Instagram only.",
"No evidence of Sprout Social or agency-style monthly client reporting at scale.",
"Multiple concurrent part-time roles may limit true availability and focus for a 15–20 hr/week retainer.",
"No TikTok Ads Manager, Sprout Social, or PA11Y in tool stack — all core to this agency's workflow."
],
"recommendations": [
"Do not advance — the TikTok Ads hard requirement failure is disqualifying for this role.",
"If TikTok can be deprioritized in a future version of this role, Sean could be reconsidered for a Google Ads + Meta specialist engagement instead.",
"Flag for future paid search-only roles where Google Ads depth and ROAS management are the primary criteria."
],
"redeeming_qualities": [
"Genuine hands-on executor with 10+ years of personal campaign management — not a delegator.",
"Demonstrated budget scaling discipline (PatchMD: $2K → $50K/month with positive ROAS).",
"Managing $120K/month in ad spend at Antidote shows comfort with significant media budgets.",
"Active, available, and rate-aligned at ~$50/hr for a 15–20 hr/week engagement."
]
},
"match_reasons": [
{
"reason": "Google Ads hands-on experience confirmed across multiple roles including Antidote ($120K/month spend) and Longevity OTC.",
"evidence": "Google Ads Campaign Management at Longevity OTC; managing ad campaigns across Google at Antidote with $120k/month ad spend."
},
{
"reason": "Meta Ads (Facebook/Instagram) campaign management evidenced at PatchMD and current roles.",
"evidence": "Social media marketing on platforms like Facebook and Instagram at PatchMD; Meta Ads Campaign Management at Longevity OTC."
},
{
"reason": "Hands-on executor with proven budget scaling and ROAS management discipline.",
"evidence": "Scaled PatchMD ad spend from $2,000 to $50,000 per month while maintaining a positive ROAS."
},
{
"reason": "Freelance multi-client management via Burrows Marketing Consultants demonstrates independent execution capability.",
"evidence": "Perform freelance work personally managing Google Ads, Bing, Meta, and Amazon campaigns for business owners."
}
],
"hard_fail_reasons": [
"req_003 FAILED: TikTok Ads experience is entirely absent from the candidate's profile — no mention in work history, tools, skills, or any other section. This is a hard requirement.",
"req_007 PARTIALLY FAILED: No evidence of structured monthly performance reporting for agency clients at scale. Analytics tracking at Antidote is mentioned but falls short of the formal client-facing reporting requirement across two accounts.",
"req_005 WEAKLY MET: 20+ campaigns/month across multiple agency clients is not directly evidenced; freelance and part-time engagements suggest smaller portfolios per client rather than agency-scale campaign volume."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "leah_lockyer_at_gmail_com",
"email": "leah.lockyer@gmail.com",
"name": "Leah Lockyer",
"passes_all_hard": true,
"score": 84,
"summary": "Leah Lockyer is a highly experienced fractional growth and paid social marketer with 20+ years of hands-on execution across Meta, Google, TikTok, and programmatic channels. She has managed up to $2M+/month in paid media spend across multiple clients in an agency/fractional context, demonstrating deep fluency in audience segmentation, campaign architecture, and performance reporting. Her multi-client, multi-platform execution history at Three Ladders Marketing (fractional head of marketing since 2018) and Bad Ass Extension Cords directly maps to Modern PR's needs. She clears all seven HARD requirements with strong evidence. The primary gaps are: no explicit mention of TikTok Ads *managed directly for agency clients* at campaign-count scale (though TikTok is listed across multiple roles), no specific mention of Sprout Social, and her rate ($150/hr ≈ $6,000–$9,000/month at 10–15 hrs/week) may exceed the $5,000/month retainer budget, which is the only notable soft-fit concern.",
"synthesis_quote": "Proven management of ~$2M+/month in paid media spend... Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok, Reddit, LinkedIn... Grow sustainable customer acquisition, revenue, profit and retention via paid and organic digital marketing channels... fractional growth marketer for the last 8 years.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 85,
"weight": 25,
"evidence": "Meta, Google, TikTok listed across multiple roles; $2M+/month paid media ownership; multi-client agency/fractional context at Three Ladders Marketing since 2018; audience segmentation and campaign architecture skills explicit; monthly reporting and KPI ownership demonstrated; agency-environment autonomy across 8 years fractional work.",
"rationale": "Leah satisfies all 7 HARD requirements with strong but not exceptional specificity. Meta and Google are concretely evidenced with ROAS and revenue outcomes. TikTok is listed in multiple roles but without a campaign-count or client-specific deep dive. Multi-client management is clearly demonstrated via Three Ladders. Performance reporting is evidenced. Senior autonomous execution is well-documented. Budget ($5K/month retainer) is tight vs. her $150/hr stated rate but is a soft concern. Score docked slightly for TikTok depth and budget tension."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS... Proven ownership of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest.",
"rationale": "Leah's paid social depth is exceptional — 20+ years of hands-on paid media execution, $2M+/month in spend managed, cross-platform fluency covering every channel this role requires. She demonstrates strategy AND execution (not just advisory). The breadth is matched by outcome-tied specificity (ROAS 4:1 at GreaterGood, ROAS 5.6 at Watches.com, 74% revenue increase). This is one of her strongest dimensions."
},
"industry_audience_relevance": {
"score": 78,
"weight": 12,
"evidence": "Fractional Head of Marketing at Three Ladders Marketing... clients across ecommerce, healthcare, lifestyle, technology and education industries. Industries listed: Marketing Agencies, Ecommerce, Apps, Services. Consumer-facing ecommerce brands (GreaterGood, Watches.com, LINA HANSON, Bad Ass Extension Cords).",
"rationale": "Leah has agency/fractional experience serving consumer-facing brands — a solid match to Modern PR's boutique digital agency model. She has worked across B2C ecommerce, lifestyle, healthcare, and education, which aligns with typical consumer PR client mix. However, no explicit boutique PR agency experience is noted, and her largest roles (GreaterGood, Three Ladders) are more performance marketing / growth than traditional PR-adjacent digital. Solid but not a perfect industry mirror."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution... Led the transition of digital advertising management in-house, ensuring seamless operations... Increased brand presence and conversions by leveraging creative assets and content, and collaborating with internal staff and designers to execute high-performing campaigns.",
"rationale": "Leah's profile consistently emphasizes personal, hands-on execution rather than delegation — she builds campaigns, develops creative strategy, manages budgets directly, and optimizes in real time. Her 8 years as a fractional operator reinforces she is an executor, not just a strategist. The SVP role at GreaterGood involved team management, but her fractional work is clearly operator-level. Strong score."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "Develop data-driven strategic plan to maximize campaign performance and engagement across diverse platforms... Consulted on user experience to improve customer acquisition by 50% and decrease acquisition cost (CAC) by 30%... Build forecasts, reports and establish key performance indicators (KPIs) and attribution models.",
"rationale": "Leah demonstrates strong strategic judgment: she builds forecasts, sets KPIs, runs attribution models, diagnoses funnel issues (CAC reduction, MER ownership), and translates business goals into multi-channel plans. Her track record of growing companies from $6M to $43M in revenue reflects sound strategic decision-making. Well-evidenced."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, LinkedIn, Pinterest... Utilize website and marketing analytics to monitor and improve real-time website and campaign performance (Google Analytics, Shopify, TripleWhale, internal proprietary tools). Email/SMS: Klaviyo.",
"rationale": "Leah's tool stack covers Meta Ads Manager, Google Ads, and TikTok Ads (the three core required platforms). She also lists programmatic/display experience. However, there is no mention of Sprout Social (the agency's reporting tool), no mention of PA11Y, and no explicit Google Ads certification or TikTok Ads Manager call-out. TripleWhale and Klaviyo are strong signals but not directly role-relevant. Moderate-high score given the core platform coverage but notable gaps in agency-specific tooling."
},
"measurement_optimization": {
"score": 88,
"weight": 6,
"evidence": "Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... Analyze data to manage benchmarks and identify new opportunities and areas to course correct. Build forecasts, reports and establish key performance indicators (KPIs) and attribution models... Accelerated gross revenue from $6 million to $43 million in four years with a return on advertising spend (ROAS) of 4:1.",
"rationale": "Leah's measurement credentials are strong: she owns KPIs (ROAS, CAC, MER, LTV), builds attribution models, develops dashboards, and iterates on campaign performance with quantified outcomes. Monthly reporting for clients is implied by her fractional work. Concrete ROAS and revenue figures substantiate the claims."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $150/hr. has_availability: true. Location: Kent, Washington, US (PST). Engagement: fractional/retainer model consistent with role.",
"rationale": "Leah is available and based in PST (compatible with agency). Her fractional model matches the retainer engagement type. However, her stated rate of $150/hr translates to $2,250–$3,000/month at 15–20 hrs/week, which is under budget — but if she works closer to full 20 hrs/week consistently, it approaches $6,000/month, potentially above the $5,000/month retainer cap. The rate tension is a moderate concern but not a hard fail. Score reflects this uncertainty."
}
},
"final_score_rationale": "Leah Lockyer scores strongly across all critical dimensions for this role. Her 20+ years of hands-on paid social execution, $2M+/month in managed paid media spend, and 8 years of fractional multi-client agency work directly address Modern PR's needs. She clears all seven HARD requirements: Meta, Google, and TikTok ads experience is documented across multiple roles; multi-client campaign management is evidenced by Three Ladders Marketing since 2018; audience segmentation, campaign architecture, and performance reporting are explicitly described with quantified outcomes; and senior autonomous execution is her primary professional identity. The biggest score drivers are functional_expertise (exceptional cross-platform paid media depth with ROAS outcomes), hands_on_execution (consistent operator positioning across 8 fractional years), and measurement_optimization (KPI ownership, attribution modeling, revenue impact figures). The primary penalties are: (1) TikTok Ads is listed but lacks campaign-count specificity for the 20+/month volume requirement; (2) Sprout Social is absent from her tool stack, creating a minor reporting tool gap; (3) her $150/hr rate creates mild budget tension with the $5,000/month retainer ceiling; and (4) no explicit AI/generative search awareness is mentioned in the profile, which is an IMPORTANT (not HARD) requirement but a notable omission for a senior role being evaluated on forward-looking awareness.",
"evidence_snippets": [
"Proven management of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest, email & SMS marketing (Klaviyo), affiliate/influencers, CTV, display / programmatic",
"Fractional Head of Marketing at Three Ladders Marketing (2018–Present): Grow sustainable customer acquisition, revenue, profit, website traffic and retention via paid and organic digital marketing channels across ecommerce, healthcare, lifestyle, technology and education industries",
"Accelerated gross revenue from $6 million to $43 million in four years with a return on advertising spend (ROAS) of 4:1; leveraged sales and marketing data to test and optimize campaign performance",
"Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS - delivering measurable leads and sales in both B2C and B2B markets",
"Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... Build forecasts, reports and establish key performance indicators (KPIs) and attribution models",
"As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution of digital marketing for both B2C and B2B brands",
"Proven management of ~$2M+/month in paid media spend... Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok, Reddit, LinkedIn... Grow sustainable customer acquisition, revenue, profit and retention via paid and organic digital marketing channels... fractional growth marketer for the last 8 years.",
"Meta, Google, TikTok listed across multiple roles; $2M+/month paid media ownership; multi-client agency/fractional context at Three Ladders Marketing since 2018; audience segmentation and campaign architecture skills explicit; monthly reporting and KPI ownership demonstrated; agency-environment autonomy across 8 years fractional work."
],
"three_rs": {
"relevance": "Highly relevant — senior paid social specialist with deep Meta, Google, and TikTok hands-on execution across multi-client fractional engagements, matching the core role requirements precisely.",
"results": "Strong outcome evidence: ROAS 4:1 scaling GreaterGood from $6M to $43M revenue, ROAS 5.6 at Watches.com with 74% revenue growth, $2M+/month paid media under management, CAC reduced 30%, 84% net profit increase at Letourneau's Pharmacy.",
"readiness": "Immediately deployable — 8 years of fractional autonomous execution means zero ramp-up needed; has operated as a peer-level expert to founders and executives throughout her career."
},
"match_reasons": [
{
"reason": "Meta, Google, and TikTok ads hands-on execution documented across multiple client engagements",
"evidence": "Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit"
},
{
"reason": "Multi-client paid media management at scale — fractional agency model since 2018",
"evidence": "Fractional Head of Marketing at Three Ladders Marketing (2018–Present) across ecommerce, healthcare, lifestyle, technology and education industries"
},
{
"reason": "Proven $2M+/month paid media spend ownership demonstrates budget management at scale exceeding role requirements",
"evidence": "Proven management of ~$2M+/month in paid media spend across all major channels"
},
{
"reason": "Senior autonomous executor — 20+ years hands-on, peer-level to founders",
"evidence": "Over 20 years of hands-on execution experience, including paid media management and lifecycle marketing"
},
{
"reason": "KPI ownership, attribution modeling, and performance reporting explicitly evidenced",
"evidence": "Build forecasts, reports and establish key performance indicators (KPIs) and attribution models. Analyze data to manage benchmarks and identify new opportunities"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "austinlaumarketing_at_gmail_com",
"email": "austinlaumarketing@gmail.com",
"name": "Austin Lau",
"passes_all_hard": false,
"score": 42,
"summary": "Austin Lau is a strong Google Ads / paid search specialist with real depth in PMax, search, display, and shopping campaigns at scale. However, this role has three co-equal HARD channel requirements — Meta Ads, Google Ads, and TikTok Ads — and the profile provides zero evidence of Meta Ads or TikTok Ads experience. His profile headline and classification both read \"Paid Search Marketer / Growth Marketer specializing in Google Ads.\" There is no mention of Meta Ads Manager, Facebook/Instagram campaigns, or TikTok Ads anywhere in the profile. Additionally, the role requires multi-client paid social campaign management in an agency context; while Wpromote provides a brief agency data point, his primary roles are direct-to-brand growth marketing at Anthropic, Notion, and Scale AI — not a social-focused agency environment. The $100/hr preferred rate also translates to ~$6,000–$8,000/month at 15–20 hrs/week, above the $5,000/month budget ceiling. These combined deficiencies result in hard fails on req_001 (Meta Ads), req_003 (TikTok Ads), and produce material risk on req_009 (agency environment) and req_008 (budget fit).",
"synthesis_quote": "Growth marketer that specializes in paid ads for tech, ecomm, and B&M businesses, particularly for Google Ads.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 18,
"weight": 25,
"evidence": "Profile confirms Google Ads expertise (PMax, search, display, shopping) but contains zero mention of Meta Ads Manager or TikTok Ads — two of three HARD channel requirements. Wpromote stint addresses agency context briefly.",
"rationale": "Two of seven HARD requirements (req_001 Meta Ads, req_003 TikTok Ads) are completely absent from the profile. req_009 (agency environment) is weakly met via a 2-month Wpromote stint. req_005 multi-client management is partially met via Google Ads work. Hard fails on Meta and TikTok alone disqualify this candidate and suppress this dimension severely."
},
"functional_expertise": {
"score": 48,
"weight": 20,
"evidence": "Specializes in Google Ads (search, display, PMax, shopping). No Meta Ads or TikTok Ads experience documented anywhere in the profile.",
"rationale": "Austin has genuine depth in paid search/Google Ads, which is one of the three required channels. But the role is explicitly a 'paid social media marketer' with Meta and TikTok as co-primary channels. His functional expertise is largely misaligned with the role's core function."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Greystar (rental housing), Flat Tummy (ecomm/consumer), Tippsy (ecomm), Anthropic (AI/tech). Wpromote is a digital marketing agency with consumer-facing clients.",
"rationale": "Some ecommerce/consumer brand exposure (Flat Tummy, Tippsy) is relevant to Modern PR's consumer-facing client base, but the bulk of his work is tech/B2B (Anthropic, Scale AI, Notion) and his agency experience is minimal. Limited boutique social-first agency fit."
},
"hands_on_execution": {
"score": 65,
"weight": 15,
"evidence": "Managed Greystar's account across hundreds of property campaigns (>$500k/mo), including new campaign builds, copy, negative keywords. Launched and tested PMax across dozens of locations, resulting in +20% incremental conversions.",
"rationale": "Strong hands-on Google Ads execution evidence — builds, copy testing, optimizations, negative keywords. However, all documented hands-on execution is Google Ads only. No evidence of hands-on Meta or TikTok campaign execution, which are the primary channels for this role."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "Implemented geo-specific strategies (e.g. local ad copy for university properties). Improved new customer acquisition and ROAS by 250% at Tippsy. Built and restructured Flat Tummy's Google Ads account optimizing towards 3x ROAS.",
"rationale": "Demonstrates real strategic judgment in paid search — ROAS optimization, account restructuring, geo-targeting, copy testing. However, none of this strategy evidence applies to Meta or TikTok social campaigns, which is the core strategic domain this role requires."
},
"tool_platform_fit": {
"score": 22,
"weight": 8,
"evidence": "Google Ads, Microsoft Ads, PMax, Google Analytics confirmed. No mention of Meta Ads Manager, TikTok Ads Manager, Sprout Social, or PA11Y in the profile.",
"rationale": "Only one of three required ad platforms (Google Ads) is evidenced. Meta Ads Manager, TikTok Ads Manager, Sprout Social (measurement/reporting), and PA11Y (scheduling) are all absent. Significant tool gap for this role's stack."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "Implemented new copy testing that improved CTR by 20%. Improved ROAS by 250% at Tippsy. Analyzing campaign results and adjusting strategies via Google Analytics.",
"rationale": "Good measurement discipline documented for Google Ads — CTR testing, ROAS tracking, conversion event setup (phone call conversions). However, no evidence of multi-client reporting, social-specific reporting, or Sprout Social reporting as required by this role."
},
"availability_budget_fit": {
"score": 35,
"weight": 4,
"evidence": "Preferred hourly rate: $100/hr. Role is 15-20 hrs/week at $5,000/month retainer. At $100/hr × 15–20 hrs/week × 4 weeks = $6,000–$8,000/month.",
"rationale": "At $100/hr, Austin's rate exceeds the $5,000/month budget ceiling significantly even at the low end of the engagement hours. Has availability listed as true. Location (California/PT) is workable but rate is a material mismatch."
}
},
"final_score_rationale": "The final score of ~38 is driven by two decisive hard fails: no evidence of Meta Ads (req_001) and no evidence of TikTok Ads (req_003) — the two primary paid social channels for this role. Austin's profile is clearly that of a Google Ads / paid search specialist; his headline, role classification, career highlights, and every documented client engagement confirm this. The role is explicitly titled \"Paid Social Media Marketer\" with Meta, Google, and TikTok as co-equal HARD requirements. Only Google Ads is covered. His hands-on execution score is modestly elevated because his Google Ads work is genuinely strong and operationally hands-on, but that credit is limited since the execution domain doesn't match the role's primary channels. The rate mismatch ($100/hr vs. $5,000/month retainer) is a secondary concern but further reduces fit. There is no path to passing this role without demonstrated Meta and TikTok paid social experience.",
"evidence_snippets": [
"Growth marketer that specializes in paid ads for tech, ecomm, and B&M businesses, particularly for Google Ads.",
"Managed Greystar's account across hundreds of property campaigns (>$500k/mo), including new campaign builds, copy, negative keywords, etc.",
"Launched and tested into PMax across dozens of locations, resulting in +20% incremental conversions.",
"Improved new customer acquisition and ROAS by 250% at Tippsy.",
"Paid Search Marketer at Wpromote (2024-10-17 – 2024-12-31) — WPromote needs a Paid Search Marketer...96% of their clients' adspend goes towards Google Ads.",
"Preferred hourly pay rate: $100/hr",
"Profile confirms Google Ads expertise (PMax, search, display, shopping) but contains zero mention of Meta Ads Manager or TikTok Ads — two of three HARD channel requirements. Wpromote stint addresses agency context briefly.",
"Specializes in Google Ads (search, display, PMax, shopping). No Meta Ads or TikTok Ads experience documented anywhere in the profile."
],
"three_rs": {
"reach": "Austin's Google Ads reach is strong — hundreds of campaigns, >$500k/month spend managed at Greystar, 50+ franchise locations at Grease Monkey. However, this reach is entirely within Google Ads and does not extend to Meta or TikTok ecosystems.",
"relevance": "Low overall role relevance. The role's primary domain is paid social (Meta, TikTok) with Google Ads as a third channel. Austin's expertise is the inverse — Google Ads first, with no documented paid social experience on Meta or TikTok.",
"results": "Strong results documentation in Google Ads: +20% CTR improvement at Greystar, 3x ROAS target at Flat Tummy, 250% ROAS improvement at Tippsy. However, none of these results are in the channels or platforms this role requires most."
},
"match_reasons": [
{
"reason": "Google Ads expertise is strong and documented with scale (>$500k/mo managed at Greystar, PMax, search, display, shopping)",
"evidence": "Managed Greystar's account across hundreds of property campaigns (>$500k/mo)"
},
{
"reason": "Hands-on execution culture — builds, copy testing, negative keyword management, conversion event setup",
"evidence": "Implemented new copy testing that improved CTR by 20% and rolled out to hundreds of campaigns"
},
{
"reason": "Brief agency context via Wpromote engagement",
"evidence": "Paid Search Marketer at Wpromote (10/17/24 – 12/31/24) — managing ad budgets between $50,000–$500,000 per client"
}
],
"hard_fail_reasons": [
"req_001 FAIL — No evidence of Meta Ads (Facebook/Instagram) experience anywhere in the profile. The candidate's specialization is explicitly Google Ads/paid search; Meta Ads Manager is not mentioned.",
"req_003 FAIL — No evidence of TikTok Ads experience anywhere in the profile. TikTok is a HARD channel requirement and is completely absent from Austin's work history and skill set.",
"req_008 RISK — Preferred rate of $100/hr × 15–20 hrs/week = ~$6,000–$8,000/month, exceeding the $5,000/month retainer budget ceiling materially."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "pedro_menezes_pereira_at_gmail_com",
"email": "pedro.menezes.pereira@gmail.com",
"name": "Pedro Pereira",
"passes_all_hard": false,
"score": 59,
"summary": "Pedro is a highly experienced paid search specialist with 15+ years managing $175M+ in ad spend across Google, Meta/Facebook, and Bing, with strong ROAS and revenue results across multiple e-commerce clients. However, he fails two critical HARD requirements: (1) no evidence of TikTok Ads experience despite listing it in his bio, and (2) no clear evidence of agency-environment multi-client campaign management at the 20+ campaigns/month volume required. His profile is heavily Google Ads-centric, and while Facebook Ads appear frequently, TikTok Ads management at a hands-on, client-facing level is not demonstrated. His rate ($50/hr) is borderline at the $5,000/month retainer for 15-20 hrs/week. Agency experience is absent — all roles appear to be direct-client or freelance engagements, not agency-side. These gaps disqualify him from the role as structured.",
"synthesis_quote": "I specialize in full-funnel paid acquisition (Google, Meta, Bing, TikTok) and rigorous data analysis... Managed and optimized campaigns across Google Ads, Facebook Ads, and Bing Ads for Hey Harper, a global fashion jewelry brand, achieving a 315.43% revenue increase while maintaining a ROAS of 250%.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 35,
"weight": 25,
"evidence": "Proven Meta and Google Ads experience across multiple clients; TikTok Ads only mentioned in bio summary, never evidenced in any job role or achievement; no agency environment demonstrated; multi-client management is implied but 20+ campaigns/month not documented.",
"rationale": "Passes Meta Ads (req_001) and Google Ads (req_002) with strong evidence. Fails TikTok Ads (req_003) — mentioned in bio but zero client-work evidence. Fails agency environment (req_009) — all roles appear direct/freelance client engagements. Multi-client management (req_005) is partially evidenced but 20+/month volume is not confirmed. Audience segmentation and reporting (req_006, req_007) are implied but thin on specifics. Budget fit (req_008) is marginal at $50/hr × 15–20 hrs = $3,000–$4,000/month, below the $5,000 retainer ceiling."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Managed $3M annual budget for Hey Harper achieving 315.43% revenue increase; drove 343% YoY revenue growth for Marathon Watches; scaled D.Louise from £573K to £2.4M revenue in one year.",
"rationale": "Strong paid media functional expertise in Google Ads and Meta/Facebook Ads is clearly demonstrated across 8+ client engagements with concrete revenue and ROAS metrics. However, the role also requires TikTok Ads proficiency which is absent from execution history. The paid search skew (Google/Bing dominant) slightly limits score for a paid social-first role."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Clients include Hey Harper (fashion jewelry), D.Louise Jewellery, Big Ass Candles, Lilac Lashes — all consumer-facing e-commerce brands, aligning with Modern PR's consumer brand focus.",
"rationale": "Strong consumer-facing brand experience across jewelry, beauty, supplements, and lifestyle — consistent with Modern PR's client base. No agency-side or multi-client-portfolio context evidenced. B2C e-commerce is directly relevant."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "Saved $100K annually in first month of managing Lilac's account; Cut client acquisition cost from $70 to $40; Implemented detailed keyword research, tracking, feed, and campaign structure improvements.",
"rationale": "Pedro clearly executes hands-on: campaign builds, A/B testing, budget optimization, feed improvements, and CRO are all documented. Work appears personally executed rather than delegated. Strong operator profile — though limited to Google/Meta channels."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "Complete optimization strategy across Google Ads — keyword research, tracking, feed, and campaign structure improvements informed by GA4 analysis and constant A/B testing; managed brand positioning and PPC strategy for D.Louise.",
"rationale": "Demonstrates strategic thinking: audience targeting, account architecture, campaign structure, and creative-to-conversion judgment are implied in results. Less explicit on how he constructs a multi-platform paid strategy or audience segmentation logic — but revenue outcomes suggest sound judgment."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Proficient in Google Ads, Facebook Ads, Bing Ads, GA4, TripleWhale, Elevar; no mention of Sprout Social, PA11Y, or TikTok Ads Manager.",
"rationale": "Solid on Google Ads ecosystem and analytics stack (GA4, TripleWhale). No evidence of Sprout Social (req_011), PA11Y (req_016), or TikTok Ads Manager. Missing key role-specific tools reduces this score materially."
},
"measurement_optimization": {
"score": 80,
"weight": 6,
"evidence": "Fixing data architecture (GA4, TripleWhale, Elevar); Maintained 360% ROAS with $25K monthly budget; 600% ROAS for Vitamart; A/B testing and constant iteration documented across multiple clients.",
"rationale": "Strong measurement and optimization track record. Data architecture, ROAS tracking, GA4 analysis, and A/B testing are well-documented. Monthly reporting for multi-client accounts is implied but not explicitly described."
},
"availability_budget_fit": {
"score": 50,
"weight": 4,
"evidence": "Preferred hourly rate: $50/hr; has_availability: true; location: Porto, PT (GMT+1); role requires 15-20 hrs/week at $5,000/month retainer.",
"rationale": "At $50/hr × 15hrs = $3,000/month and × 20hrs = $4,000/month — both under the $5,000/month retainer budget, which is favorable on cost but the retainer structure may not align with hourly pricing. Portugal timezone (GMT+1) may create minor overlap challenges with US-based agency. Availability confirmed."
}
},
"final_score_rationale": "Pedro's composite score is held back primarily by two hard-requirement failures: (1) TikTok Ads — despite appearing in his bio headline, not a single client engagement, result, or tool mention confirms hands-on TikTok Ads execution; this is a HARD requirement and its absence is a disqualifying gap for a role where TikTok is explicitly named as a core channel. (2) Agency environment — all 8+ client engagements appear to be direct freelance or embedded client roles, not agency-side account management; the role explicitly requires prior agency experience and peer-level autonomy within that context. His Google Ads and Meta Ads depth is genuinely strong (15+ years, $175M+ spend managed, consistent ROAS wins), and his consumer e-commerce audience is directly relevant. However, the paid search (Google/Bing) orientation dominates his profile while the role is primarily paid social (Meta + TikTok). Tool gaps (no Sprout Social, no PA11Y, no TikTok Ads Manager evidence) further reduce fit. These combined gaps — especially the TikTok hard fail and agency experience hard fail — result in a low hard_requirements_fit score and a disqualifying overall evaluation.",
"evidence_snippets": [
"Managed and optimized campaigns across Google Ads, Facebook Ads, and Bing Ads for Hey Harper, a global fashion jewelry brand, achieving a 315.43% revenue increase while maintaining a ROAS of 250%.",
"Drove a 30% year-over-year revenue growth for two consecutive years with a targeted ROAS of 600% for Vitamart… Managed and optimized a multi-channel digital marketing strategy across Google, Facebook, and Bing with an annual budget exceeding $1 million.",
"Boosted D Louise's annual revenue from £573K to £2.4M. Managed £1M budget across Google, Facebook, Bing Ads.",
"Saved $100K annually in first month of managing Lilac's account; Cut client acquisition cost from $70 to $40, boosting revenue by 15%.",
"I specialize in full-funnel paid acquisition (Google, Meta, Bing, TikTok) and rigorous data analysis. My approach is simple: I act as a 'safe pair of hands' for high-growth businesses, fixing data architecture (GA4, TripleWhale, Elevar).",
"Helped the client to sign a deal with Shark Tanks USA [Big Ass Candles] — Increase the revenue year over year for the last 3 years.",
"I specialize in full-funnel paid acquisition (Google, Meta, Bing, TikTok) and rigorous data analysis... Managed and optimized campaigns across Google Ads, Facebook Ads, and Bing Ads for Hey Harper, a global fashion jewelry brand, achieving a 315.43% revenue increase while maintaining a ROAS of 250%.",
"Proven Meta and Google Ads experience across multiple clients; TikTok Ads only mentioned in bio summary, never evidenced in any job role or achievement; no agency environment demonstrated; multi-client management is implied but 20+ campaigns/month not documented."
],
"three_rs": {
"reach": "Pedro reaches consumer e-commerce brands in jewelry, beauty, supplements, and lifestyle — well-aligned with Modern PR's client roster. However, his reach is via direct/freelance engagements, not agency-side multi-client portfolio management.",
"relevance": "High relevance on Google Ads and Meta Ads execution; low relevance on TikTok Ads (HARD requirement unmet), agency environment (HARD requirement unmet), and paid social-first orientation. His profile skews heavily toward paid search.",
"results": "Strong and specific results documented: 315% revenue increase, 661% ROAS, scaling brands from $500K to $2.4M, Shark Tank deal attribution. Results are credible and impressive but concentrated in Google Ads-driven outcomes."
},
"match_reasons": [
{
"reason": "Strong Meta + Google Ads hands-on execution across 8+ consumer e-commerce clients with concrete revenue and ROAS metrics",
"evidence": "315.43% revenue increase with 250% ROAS for Hey Harper; 343% YoY growth for Marathon Watches"
},
{
"reason": "Consumer-facing brand experience directly aligned with Modern PR's client base (jewelry, beauty, supplements)",
"evidence": "D.Louise Jewellery, Hey Harper, Lilac Lashes, Big Ass Candles — all consumer B2C brands"
},
{
"reason": "Proven ability to manage significant monthly ad budgets ($25K–$63K+/month per client) with documented ROAS outcomes",
"evidence": "Optimized campaigns with a $63K+ monthly budget for Marathon; $25K/month for My Village Green at 460% ROAS"
},
{
"reason": "Data-architecture and measurement sophistication (GA4, TripleWhale, Elevar, A/B testing)",
"evidence": "Fixing data architecture (GA4, TripleWhale, Elevar) and creative strategy to drive scalable ROAS"
}
],
"hard_fail_reasons": [
"req_003 HARD FAIL — TikTok Ads: TikTok is listed in bio summary only ('Google, Meta, Bing, TikTok') but zero client work history, results, or tool references confirm hands-on TikTok Ads execution. This is a HARD channel requirement and is not evidenced.",
"req_009 HARD FAIL — Agency Environment / Autonomous Execution: All 8+ client engagements appear to be direct freelance or embedded client roles. No agency-side account management experience is demonstrated. The role explicitly requires prior digital marketing agency experience and the ability to manage multi-client portfolios in that context."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kanupriya_chandra_at_gmail_com",
"email": "kanupriya.chandra@gmail.com",
"name": "Priya Thatte",
"passes_all_hard": false,
"score": 59,
"summary": "Priya Thatte is a strong Meta/TikTok paid social operator with impressive eCommerce results — scaling brands from five to seven figures, managing up to $300K/month in ad spend, and executing end-to-end campaign work with proven hands-on depth. However, she has a critical hard-requirement gap: there is no evidence whatsoever of Google Ads experience in her profile, which is an explicit HARD requirement for this role. Additionally, her background is primarily brand-side and eCommerce-focused rather than agency multi-client management (2100 Digital is the only agency stint, just 3 months), and TikTok Ads experience — while mentioned — lacks concrete campaign-level proof comparable to her Meta work. The absence of Google Ads alone is a disqualifying gap for this role.",
"synthesis_quote": "A marketer with extensive experience in media buying, with a specific focus on Facebook/Instagram and TikTok ads, and email marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 35,
"weight": 25,
"evidence": "Meta: extensive, proven. TikTok: listed but limited specific campaign proof. Google Ads: entirely absent from profile, skills, tools, and work history.",
"rationale": "Two of six hard requirements are fully met (Meta, multi-client reporting), two are partially met (TikTok at low confidence, agency experience via one 3-month role at 2100 Digital), and Google Ads is completely absent — a fatal hard-requirement gap. Score is heavily penalized."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Launched a state-specific Advent calendar campaign across 20 Meta campaigns, generating $3M in 3 months with $550K in ad spend. Scaled a subscription box brand from $500K to $10M+ in annual revenue over 24 months via strategic Meta and TikTok ads.",
"rationale": "Priya's Meta paid social expertise is genuinely senior-level with outstanding performance outcomes. Her TikTok ads work is mentioned repeatedly but lacks standalone campaign-level metrics. Google Ads is absent entirely, pulling functional expertise down from what would otherwise be a high score."
},
"industry_audience_relevance": {
"score": 68,
"weight": 12,
"evidence": "Paid Social Media Marketer at 2100 Digital (8/1/24 - 10/31/24) — Spearheaded paid social campaigns for travel industry clients. Make Waves Marketing — diverse eCommerce client portfolio.",
"rationale": "Priya has some agency exposure (2100 Digital, Make Waves Marketing) and broad consumer brand experience, but her agency tenure is brief and primarily eCommerce-brand-side. Modern PR is a boutique consumer-facing agency, which partially aligns, but the depth of multi-client agency work needed here is underrepresented."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "My daily workflow includes performance checks (spend, CPA, ROAS, CTR, MER), pausing fatigued creatives, frequency checks, and pulling insights into a decision framework. Managing $100K-$300K monthly ad spend on Meta with a focus on campaign optimization, analysis, and strategic reporting.",
"rationale": "Priya clearly operates hands-on: she builds campaigns, tests creatives, manages tracking (Meta Pixel + CAPI), writes copy, and owns daily optimization. This is executor-level work, not advisory. Penalty applied because Google Ads execution is entirely absent."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "I use consolidated or simplified CBO/ABO structures depending on testing vs scaling phases. I also implement funnel-based campaign splits (TOF/MOF/BOF), Partnership Ads, and Advantage+ Shopping Campaigns when applicable. Creative Testing: I use a creative testing SOP grounded in Foxwell Digital frameworks.",
"rationale": "Priya demonstrates genuine strategic depth in Meta campaign architecture, creative testing methodology, and funnel thinking. Her strategic commentary is specific and reflects senior judgment, though it is almost entirely Meta-centric with no evidence of Google Ads strategy."
},
"tool_platform_fit": {
"score": 42,
"weight": 8,
"evidence": "Tools listed: Google Analytics, Canva, Excel/Sheets, Ecommerce tools (Shopify), CRMs. Skills include Pixel setup, A/B testing. No mention of Google Ads, Sprout Social, PA11Y, or TikTok Ads Manager explicitly in tools.",
"rationale": "Meta Ads Manager is implied throughout but not listed explicitly in tools. Google Ads is fully absent. Sprout Social (important for this role's reporting) is not listed. TikTok Ads Manager not explicitly listed. PA11Y not mentioned. Tool fit for this specific role's stack is weak."
},
"measurement_optimization": {
"score": 72,
"weight": 6,
"evidence": "Achieved a 60% reduction in the Cost Per Acquisition (CPA). Created a holiday event campaign for a lake cruise company, achieving a $10 CPA & driving over $100,000 in revenue within a 3-week period. I build creative iteration and post–iOS 14.5 attribution strategy directly into every paid social account I manage.",
"rationale": "Priya shows real measurement discipline — CPA tracking, ROAS, MER, iOS attribution workarounds, and CAPI setup. Monthly client reporting is referenced at 2100 Digital. However, no mention of Sprout Social reporting or multi-client dashboard reporting at scale."
},
"availability_budget_fit": {
"score": 65,
"weight": 4,
"evidence": "Preferred hourly pay rate: $60/hr. Has availability: true. Location: Fairfax, Virginia, US.",
"rationale": "At $60/hr x ~17.5 hrs/week average = ~$4,200/month, which is close to but slightly below the $5,000/month retainer budget. Rate may be negotiable. US-based (East Coast) aligns well with timezone. Availability confirmed active. Soft fit is reasonable."
}
},
"final_score_rationale": "Priya Thatte's profile earns strong marks on Meta paid social execution, hands-on campaign management, and performance outcomes — but is disqualified by the complete absence of Google Ads experience, which is an explicit HARD requirement. Without any evidence of Google Ads (no mention in work history, tools, skills, or bio), she cannot meet the role's tri-platform mandate of Meta + Google + TikTok. Additionally, her agency experience is thin (one 3-month role at 2100 Digital), and TikTok Ads is mentioned repeatedly in her profile but supported with far less concrete campaign data than her Meta work. Sprout Social — the role's primary reporting tool — is not mentioned anywhere. These gaps collectively suppress the score despite her genuine excellence in Meta paid social, creative testing methodology, and eCommerce growth results.",
"evidence_snippets": [
"Spearheaded paid social campaigns for travel industry clients, managing $100K-$300K monthly ad spend on Meta with a focus on campaign optimization, analysis, and strategic reporting.",
"Scaled a subscription box brand from $500K to $10M+ in annual revenue over 24 months via strategic Meta and TikTok ads.",
"A marketer with extensive experience in media buying, with a specific focus on Facebook/Instagram and TikTok ads, and email marketing.",
"My daily workflow includes performance checks (spend, CPA, ROAS, CTR, MER), pausing fatigued creatives, frequency checks, and pulling insights into a decision framework.",
"I use consolidated or simplified CBO/ABO structures depending on testing vs scaling phases. I also implement funnel-based campaign splits (TOF/MOF/BOF).",
"Achieved a 60% reduction in the Cost Per Acquisition (CPA), enhancing the cost-effectiveness of the advertising spend.",
"Meta: extensive, proven. TikTok: listed but limited specific campaign proof. Google Ads: entirely absent from profile, skills, tools, and work history.",
"Launched a state-specific Advent calendar campaign across 20 Meta campaigns, generating $3M in 3 months with $550K in ad spend. Scaled a subscription box brand from $500K to $10M+ in annual revenue over 24 months via strategic Meta and TikTok ads."
],
"three_rs": {
"relevant": "Deep Meta Ads expertise with senior-level campaign architecture knowledge (CBO/ABO, TOF/MOF/BOF funnels, Advantage+, CAPI/Pixel), strong eCommerce performance track record, hands-on daily execution discipline, some TikTok ads exposure, and one agency stint with multi-campaign reporting.",
"risks": "No Google Ads experience — a hard disqualifier. Agency background is thin (one 3-month role). TikTok Ads experience is asserted but not substantiated with standalone proof. Sprout Social not mentioned. Email marketing is heavily featured, which is not relevant to this role.",
"recommendations": "Do not advance without clarifying Google Ads experience — if she has any undisclosed Google Ads work, it would need to be verified. If Google Ads were resolved, she would be a strong candidate for the Meta/TikTok dimensions of this role, but the hard requirement cannot be waived."
},
"match_reasons": [
{
"reason": "Senior Meta Ads operator with proven $100K–$300K/month spend management and structured campaign architecture (CBO/ABO, funnel splits, Advantage+)",
"evidence": "Managing $100K-$300K monthly ad spend on Meta with a focus on campaign optimization, analysis, and strategic reporting."
},
{
"reason": "Strong eCommerce growth track record showing measurable ROI across multiple client brands",
"evidence": "Scaled a subscription box brand from $500K to $10M+ in annual revenue over 24 months via strategic Meta and TikTok ads."
},
{
"reason": "Hands-on daily execution discipline including creative testing, CPA optimization, and iOS 14.5 attribution",
"evidence": "I build creative iteration and post–iOS 14.5 attribution strategy directly into every paid social account I manage."
},
{
"reason": "US East Coast availability aligns with agency timezone; rate near budget range",
"evidence": "Location: Fairfax, Virginia, US. Preferred hourly pay rate: $60/hr. Has availability: true."
}
],
"hard_fail_reasons": [
"req_002 FAILED: Google Ads experience is entirely absent from Priya's profile — not mentioned in work history, tools, skills list, or bio. This is a HARD requirement for the role.",
"req_003 PARTIALLY UNMET: TikTok Ads is referenced but lacks concrete, standalone campaign-level evidence comparable to Meta work — confidence in true TikTok Ads Manager proficiency is low.",
"req_009 MARGINAL: Agency environment experience is limited to one 3-month role at 2100 Digital; the bulk of her work is brand-side eCommerce, raising concerns about sustained multi-client agency execution capacity."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "lisa_vjeannet_at_gmail_com",
"email": "lisa.vjeannet@gmail.com",
"name": "Lisa Jeannet",
"passes_all_hard": false,
"score": 59,
"summary": "Lisa Jeannet is a seasoned paid media specialist with 15+ years of experience across Meta, Google Ads, and to a limited extent TikTok, with genuine agency and multi-client management experience. Her credentials are strong on Meta and Google Ads, and she has concrete recent evidence of TikTok execution at Flex. However, TikTok Ads experience is thin — mentioned only once in passing with no dedicated client-side TikTok portfolio depth. The bigger concern is that her profile reads primarily as a paid search (SEM/PPC) specialist rather than a paid social specialist, which is the core need here. Tool stack gaps (no Sprout Social, no PA11Y, no mention of TikTok Ads Manager depth) and the absence of any AI/generative search awareness signal reduce fit. Rate ($60/hr ≈ $4,800–$5,760/mo at 15–20hrs/wk) is close to budget but potentially tight. She passes Meta and Google hard requirements but TikTok evidence is marginal enough to flag a soft fail on req_003, and the overall seniority/autonomy evidence is plausible but not exceptionally demonstrated in the profile text provided.",
"synthesis_quote": "Led paid social strategy, campaign setup, optimization, and budget management across Meta, Google, TikTok, and Snapchat, overseeing approximately $150K in monthly ad spend — Reduced Meta CPA from $150 to $100 in under two months, Increased ROAS by 44% across Meta and TikTok.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 52,
"weight": 25,
"evidence": "Strong Meta and Google Ads credentials (certified, 15+ years); TikTok Ads mentioned at Flex ($150K/mo) but no dedicated TikTok client portfolio; multi-client agency experience confirmed; performance reporting implied but not explicitly demonstrated; $60/hr rate is at edge of $5K/mo budget at 15-20 hrs/wk.",
"rationale": "Meta (req_001) and Google Ads (req_002) are clearly satisfied with certifications and deep history. TikTok (req_003) is mentioned once at Flex but lacks depth or portfolio evidence — marginal pass at best, triggering a hard fail flag. Multi-client management (req_005) is supported by Saya Agency (3-4 clients), Beauty Industry Group (6 brands), and Public Forum. Agency environment (req_009) is confirmed. Performance reporting (req_007) is implied but not explicitly evidenced with deliverable examples. Audience segmentation and campaign architecture (req_006) are plausible from skills list and Flex role. Budget (req_008) at $60/hr × 20hrs = $4,800/mo — just under $5K, borderline."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "Specializing in SEM, with expertise in Facebook Ads and Google Ads; Google Ads and Analytics certified, Bing certified; Focused on e-commerce since 2018; Senior PPC Specialist at Flex managing Meta, Google, TikTok, Snapchat at $150K/mo.",
"rationale": "Lisa's functional depth is primarily in paid search (SEM/PPC) with Facebook Ads as a secondary strength. Paid social as the primary discipline is less clearly demonstrated — her titles skew heavily toward 'Paid Search' and 'PPC.' TikTok expertise is present but thin. Creative direction and content strategy for social ads are listed as skills but weakly evidenced. The role needs a paid social-first specialist; Lisa is more of a paid search specialist who also does social."
},
"industry_audience_relevance": {
"score": 68,
"weight": 12,
"evidence": "Experience across marketing agencies (AdParlor, Saya Agency, Public Forum Agency); e-commerce focus since 2018; DTC beauty brands (ESQIDO, Beauty Industry Group, Hidden Crown, Zala); consumer-facing B2C brands across multiple verticals.",
"rationale": "Good alignment with agency environments and consumer-facing DTC brands, which matches Modern PR's client base. E-commerce and beauty industry experience is directly relevant. However, no specific consumer PR context or influencer-adjacent brand work is evidenced beyond snippets. B2B and B2C dual experience noted, which suits multi-client agency work."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "Reduced Meta CPA from $150 to $100 in under two months; Increased ROAS by 44% across Meta and TikTok; Improved Snapchat ROAS by 275%; Managing ~$105K/month across 6 DTC hair brands in Google Ads; Manages budgets up to $5M a month.",
"rationale": "Strong hands-on execution evidence: concrete CPA and ROAS metrics from Flex, active management of multiple accounts simultaneously, campaign builds and optimization cited. The profile reads as an operator who personally executes rather than delegates. Skills list (pixel setup, new account setup, retargeting, A/B testing) reinforces execution orientation."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "Led paid social strategy at Flex; proactive reporting and budget reallocation recommendations at Beauty Industry Group; creative strategy/direction listed as a skill; campaign structure and budgeting in skills.",
"rationale": "Some strategic framing is present — strategy ownership at Flex, budget allocation judgment at Beauty Industry Group. However, strategy is mostly inferred from execution roles rather than explicitly demonstrated through campaign architecture documentation, audience segmentation rationale, or creative direction examples. No evidence of translating broader business goals into a paid media plan or contributing to client-level strategy presentations."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools listed include Google Analytics, AdRoll, AdEspresso, SEMRush, Canva, Photoshop, Excel/Sheets, CRMs, Shopify. No mention of Sprout Social, PA11Y, or TikTok Ads Manager specifically.",
"rationale": "The role requires Meta Ads Manager, Google Ads, TikTok Ads, Sprout Social, and PA11Y. Lisa's tool stack covers Meta (implied) and Google Ads clearly. TikTok Ads Manager is not explicitly listed. Sprout Social and PA11Y — both IMPORTANT tools in the role — are entirely absent from her profile. This is a meaningful gap for a reporting-heavy role."
},
"measurement_optimization": {
"score": 72,
"weight": 6,
"evidence": "Google Analytics certified; campaign optimization & attribution in skills; concrete ROAS and CPA improvements cited at Flex; proactive reporting and budget reallocation recommendations at Beauty Industry Group.",
"rationale": "Solid optimization evidence with specific metrics (CPA reduction, ROAS improvement). Analytics certification adds credibility. Reporting capability is implied from Beauty Industry Group role requirements. However, no explicit monthly client reporting deliverables, attribution modeling work, or funnel diagnosis examples are shown. Sprout Social absence is a gap for the reporting component."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Has availability: true; preferred hourly pay rate: $60/hr; location: Calgary, Alberta, CA (Mountain Time); currently juggling multiple active engagements simultaneously.",
"rationale": "$60/hr × 15hrs/wk = $3,600/mo; × 20hrs/wk = $4,800/mo — just under the $5,000/mo budget ceiling, technically feasible but tight. However, Lisa is currently active across 5+ simultaneous engagements (TrueLook, Upcare Dental, Indiana529, Flex, Beauty Industry Group, Saya, Puppy Dreams, Public Forum) — this raises serious bandwidth concerns for a role needing 15-20 hrs/wk of dedicated attention. Canadian timezone (MT) is compatible with US clients. Availability flag is 'true' but credibility of that given the engagement load is questionable."
}
},
"final_score_rationale": "Lisa Jeannet's weighted score lands at approximately 62/100. The primary score drivers are her strong hands-on execution record (concrete CPA/ROAS metrics from Flex), solid Meta and Google Ads credentials with certifications, and genuine multi-client agency experience across DTC e-commerce. However, three significant penalties pull the score down: (1) TikTok Ads experience is mentioned only once at Flex with no dedicated portfolio, triggering a marginal hard fail on req_003; (2) her functional identity is primarily paid search/PPC rather than paid social-first, which is the core need; (3) critical tool stack gaps — no Sprout Social, no PA11Y, no TikTok Ads Manager explicitly listed — are meaningful for a role where reporting and platform fluency are central. The extreme number of concurrent active engagements also raises real availability risk despite the 'has_availability: true' flag. No AI/generative search awareness is evidenced anywhere in the profile. She is a competent paid media operator but not an ideal fit for this paid social-first, reporting-heavy, boutique agency role.",
"evidence_snippets": [
"Led paid social strategy, campaign setup, optimization, and budget management across Meta, Google, TikTok, and Snapchat, overseeing approximately $150K in monthly ad spend — Reduced Meta CPA from $150 to $100 in under two months, Increased ROAS by 44% across Meta and TikTok.",
"Specializing in SEM, with expertise in Facebook Ads and Google Ads (Google Ads and Analytics certified, Bing certified). Focused on e-commerce since 2018.",
"Growth Marketer at Saya Agency — manage $200K+ per month in ad spend, working with 3–4 e-commerce clients at a time, running both paid social and paid search campaigns.",
"Beauty Industry Group: Total Google Ad Spend ~$105K/month across 6 DTC hair extension brands; provide proactive reporting and recommend budget reallocations in real-time.",
"Currently managing all campaigns across multiple locations throughout the U.S. — Senior PPC Specialist (Google + Meta) at Puppy Dreams.",
"Preferred hourly pay rate: $60/hr; currently active across TrueLook, Upcare Dental, Indiana529, Flex, Beauty Industry Group, Saya Agency, Puppy Dreams, Public Forum simultaneously.",
"Strong Meta and Google Ads credentials (certified, 15+ years); TikTok Ads mentioned at Flex ($150K/mo) but no dedicated TikTok client portfolio; multi-client agency experience confirmed; performance reporting implied but not explicitly demonstrated; $60/hr rate is at edge of $5K/mo budget at 15-20 hrs/wk.",
"Specializing in SEM, with expertise in Facebook Ads and Google Ads; Google Ads and Analytics certified, Bing certified; Focused on e-commerce since 2018; Senior PPC Specialist at Flex managing Meta, Google, TikTok, Snapchat at $150K/mo."
],
"three_rs": {
"reach": "Lisa has broad reach across paid search and paid social channels, managing multi-client portfolios with significant media budgets ($105K–$200K+/mo in some roles). Her geographic reach spans AMER and EMEA audiences.",
"relevance": "Partially relevant — strong on Meta and Google Ads, thin on TikTok, absent on Sprout Social/PA11Y, and functionally skewed toward paid search rather than paid social. Agency environment experience is a positive relevance signal.",
"results": "Concrete results at Flex (CPA -33%, ROAS +44% Meta/TikTok, ROAS +275% Snapchat) are the strongest signals of performance, but reporting deliverables and strategic client-facing outputs are not evidenced."
},
"match_reasons": [
{
"reason": "Meta Ads hands-on execution confirmed with 15+ years experience, certifications, and concrete CPA/ROAS results",
"evidence": "Reduced Meta CPA from $150 to $100 in under two months; Google Ads and Analytics certified; Facebook Ads expertise cited in bio"
},
{
"reason": "Multi-client agency management experience across concurrent accounts",
"evidence": "Saya Agency (3-4 e-commerce clients), Beauty Industry Group (6 DTC brands), Public Forum Agency, Puppy Dreams — all active simultaneously"
},
{
"reason": "Budget management at scale exceeds role requirements",
"evidence": "Manages budgets up to $5M a month; $150K/mo at Flex; $105K/mo at Beauty Industry Group — well above the role's $30K-$40K/mo"
},
{
"reason": "Google Ads depth with active campaign management across multiple client accounts",
"evidence": "Indiana529, Beauty Industry Group, Public Forum Agency, TrueLook — all active Google Ads roles"
}
],
"hard_fail_reasons": [
"req_003 (TikTok Ads — HARD): TikTok Ads experience is mentioned only once in the Flex role description ('Meta, Google, TikTok, and Snapchat') with no dedicated TikTok client portfolio, TikTok-specific campaign architecture examples, or TikTok Ads Manager listed as a tool. This is insufficient evidence of 'proven, hands-on experience running paid campaigns in TikTok Ads across client accounts' at a senior level.",
"req_009 (Agency Environment / Autonomous Execution — HARD): While agency experience is present, the sheer volume of concurrent active engagements (8+ simultaneous clients/roles) raises serious doubt about ability to dedicate 15-20 hrs/wk autonomously to Modern PR without bandwidth constraints or divided attention — a risk for a role requiring peer-level autonomous execution from day one."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "andrew_rapier_at_gmail_com",
"email": "andrew.rapier@gmail.com",
"name": "Andrew Rapier",
"passes_all_hard": false,
"score": 47,
"summary": "Andrew Rapier is a paid social practitioner with multi-channel experience across Meta, Google Ads, YouTube, and some B2C/B2B verticals. However, his profile has critical gaps: no confirmed TikTok Ads experience (a hard requirement), no agency multi-client campaign management at the scale of 20+ campaigns/month, and no evidence of Sprout Social or structured monthly reporting for multi-client accounts. His most recent agency role at Hardly Creative (ending Dec 2023) is described in only one sentence with no supporting metrics or platform specifics. Budget managed at SpectorSoft ($1M+) is notable but skews B2B SaaS, not consumer-facing. The lack of TikTok experience alone is a hard fail for this role.",
"synthesis_quote": "At Autism in Motion Clinics, 'they primarily advertise through Facebook and Google. First step is to figure out what's working and what's not, and then to allocate funds appropriately within the account.' — reflects Meta + Google hands-on work but no TikTok Ads evidence anywhere in the profile.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 28,
"weight": 25,
"evidence": "Meta: confirmed (Facebook/Instagram campaigns across Cura Naturale, Fit2Fat2Fit, AIM Clinics). Google Ads: confirmed (Google AdWords/Ads at Fit2Fat2Fit, AIM Clinics, SpectorSoft). TikTok Ads: zero evidence anywhere in profile. Multi-client agency at scale: one sentence at Hardly Creative, no specifics. Senior autonomous execution: plausible but thin.",
"rationale": "Two of the three required channels (Meta, Google) are evidenced. TikTok Ads — a HARD requirement — is entirely absent from the profile. This alone triggers a hard fail. Multi-client 20+ campaign management at agency scale is not substantiated beyond a brief mention of Hardly Creative. Hard requirements fit is materially incomplete."
},
"functional_expertise": {
"score": 55,
"weight": 20,
"evidence": "Ran Facebook, Google AdWords, YouTube Ads for Origin Supps ($100K+ Black Friday sales); managed $1M+ annual PPC budget at SpectorSoft; grew Fit2Fat2Fit to $30K/month revenue via Google AdWords + Facebook Ads + YouTube Ads.",
"rationale": "Reasonable breadth across Meta and Google channels with concrete outcome metrics on individual campaigns. However, TikTok is absent, and the work spans individual brand campaigns rather than a structured multi-client agency cadence. Depth is demonstrated but the TikTok gap and lack of structured reporting artifacts limit the score."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Clients include health/wellness (Cura Naturale, AIM Clinics, Fit2Fat2Fit, Origin Supps), entertainment (WonderWorks, Hardly Creative for entertainment industry), and B2B SaaS (SpectorSoft/Veriato). Consumer-facing brand experience present.",
"rationale": "Consumer-facing brand experience is present across health, wellness, and entertainment verticals — relevant to a boutique agency serving consumer brands. However, no direct PR/influencer/social media agency experience beyond the brief Hardly Creative mention. Mix of B2C and B2B reduces the signal purity."
},
"hands_on_execution": {
"score": 62,
"weight": 15,
"evidence": "Personally built and managed campaigns at Cura Naturale (50% new patient increase), Origin Supps (Black Friday $100K+ single-day), Fit2Fat2Fit ($30K/month revenue), and AIM Clinics (Facebook + Google audit and reallocation). Rebuilt all PPC accounts at SpectorSoft.",
"rationale": "Clear personal execution signals across multiple clients — building campaigns, auditing accounts, allocating budgets. The work is operator-level, not advisory. However, the Hardly Creative agency role (most relevant to this role) is described in only one sentence with no specifics, limiting confidence in sustained multi-client agency execution at the required scale."
},
"strategy_and_judgment": {
"score": 52,
"weight": 10,
"evidence": "At AIM Clinics: 'First step is to figure out what's working and what's not, and then to allocate funds appropriately.' At SpectorSoft: rebuilt PPC accounts during rebrand while maintaining quarterly sales targets. At Origin Supps: multi-channel Black Friday strategy driving subscriptions.",
"rationale": "Shows some diagnostic and prioritization thinking (AIM Clinics audit approach, SpectorSoft rebrand navigation). Multi-channel campaign architecture evident. However, no evidence of formal campaign architecture frameworks, audience segmentation methodology, or AI/generative search awareness — which is a Must-Have in the brief."
},
"tool_platform_fit": {
"score": 38,
"weight": 8,
"evidence": "Tools listed: Google Analytics only in Neon profile. Profile references: Google AdWords/Ads, Facebook Ads Manager (implied), YouTube Ads, Shopify. No mention of TikTok Ads Manager, Sprout Social, PA11Y, or Propellant.",
"rationale": "Core ad platforms (Meta, Google) are referenced but not formally listed as proficiencies. TikTok Ads Manager, Sprout Social (explicitly required for reporting), and PA11Y are entirely absent. Tool fit is materially weak against the role's specified stack."
},
"measurement_optimization": {
"score": 45,
"weight": 6,
"evidence": "Reported outcome metrics: 50% new patient increase (Cura Naturale), $30K/month revenue growth (Fit2Fat2Fit), $100K+ single-day sales (Origin Supps), $1M+ budget managed (SpectorSoft). 'Allocate funds appropriately within the account' at AIM Clinics.",
"rationale": "Outcome metrics are cited, suggesting results tracking. However, no evidence of structured monthly client reporting, attribution methodology, funnel reporting dashboards, or use of reporting tools like Sprout Social. The role requires delivering formal monthly reports for two clients — this capability is not demonstrated."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "Preferred hourly rate: $60/hr. At 15-20 hrs/week, this equates to ~$3,600–$4,800/month — within or near the $5,000/month retainer budget. Has availability: false as of profile date.",
"rationale": "Rate math is close to budget ceiling ($60/hr × 83 hrs/month ≈ $5,000), making it feasible but tight. Critically, the profile shows has_availability: false, which is a soft concern for an ASAP start requirement. Location (Orlando, FL / Eastern time) is compatible with US-based agency work."
}
},
"final_score_rationale": "Andrew Rapier's weighted score is penalized primarily by two hard fails: (1) complete absence of TikTok Ads experience — a HARD channel requirement — with zero mention across the entire profile; and (2) the Hardly Creative agency role, which is the most directly relevant position, is described in a single sentence with no metrics, client count, campaign volume, or platform specifics, making it impossible to confirm 20+ campaign/month multi-client management. Positives include genuine hands-on Meta and Google Ads execution with real outcome metrics, and a $1M+ PPC budget managed at SpectorSoft. However, the TikTok gap alone is disqualifying per the role's classified requirements, and the absence of Sprout Social, structured reporting artifacts, and AI/generative search awareness further reduces his fit. The final score of ~48 reflects a practitioner with genuine paid media chops in two of three required channels but an incomplete fit for this specific role's requirements.",
"evidence_snippets": [
"Paid Social Media Marketer at Hardly Creative (2020-09-13 – 2023-12-31): 'an ads agency that helps members of the entertainment industry manage their media buying & paid social media marketing campaigns.' — only one sentence, no campaign volume or platform specifics.",
"At Fit2Fat2Fit: 'deployment of Google AdWords, Facebook Ads, and YouTube Ads...grew the brand's monthly sales to $30,000' — confirms Meta + Google but no TikTok.",
"At SpectorSoft: 'managed an annual marketing budget exceeding $1 million...rebuilt all PPC accounts...lead generation and brand awareness campaigns' — large budget PPC experience.",
"At Origin Supps: 'Over $100,000 in sales generated in a single day. Acquisition of more than 500 new customers on recurring subscription plans.' — strong single-campaign outcome.",
"At AIM Clinics: 'they primarily advertise through Facebook and Google...figure out what's working and what's not, and then to allocate funds appropriately within the account' — diagnostic/audit approach.",
"Neon tools listed: Google Analytics only. No mention of TikTok Ads Manager, Sprout Social, or PA11Y anywhere in the profile.",
"At Autism in Motion Clinics, 'they primarily advertise through Facebook and Google. First step is to figure out what's working and what's not, and then to allocate funds appropriately within the account.' — reflects Meta + Google hands-on work but no TikTok Ads evidence anywhere in the profile.",
"Meta: confirmed (Facebook/Instagram campaigns across Cura Naturale, Fit2Fat2Fit, AIM Clinics). Google Ads: confirmed (Google AdWords/Ads at Fit2Fat2Fit, AIM Clinics, SpectorSoft). TikTok Ads: zero evidence anywhere in profile. Multi-client agency at scale: one sentence at Hardly Creative, no specifics. Senior autonomous execution: plausible but thin."
],
"three_rs": {
"reach": "Multi-channel paid media operator with demonstrated Meta and Google Ads execution across health/wellness, entertainment, and B2B SaaS verticals; managed $1M+ annual PPC budget.",
"relevance": "Agency background at Hardly Creative and freelance multi-client work are directionally relevant, but TikTok Ads is entirely absent and the agency role lacks substantiation at the required scale.",
"risk": "Hard fail on TikTok Ads (HARD requirement); no availability confirmed; no Sprout Social or structured multi-client reporting evidence; Hardly Creative role is underdocumented; AI/generative search awareness not evidenced."
},
"match_reasons": [
{
"reason": "Confirmed Meta Ads hands-on execution across multiple clients (Cura Naturale, Fit2Fat2Fit, AIM Clinics, Origin Supps, WonderWorks)",
"evidence": "Facebook Ads cited across 5+ client engagements with outcome metrics"
},
{
"reason": "Confirmed Google Ads hands-on execution with large budget management",
"evidence": "Google AdWords at Fit2Fat2Fit, AIM Clinics; $1M+ annual PPC budget at SpectorSoft"
},
{
"reason": "Agency paid social background at Hardly Creative",
"evidence": "Paid Social Media Marketer at Hardly Creative 2020–2023, described as ads agency for entertainment industry media buying"
},
{
"reason": "Consumer-facing B2C campaign experience relevant to boutique agency client base",
"evidence": "Health/wellness, entertainment, and supplement brands across multiple case studies"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_003 (TikTok Ads): Zero evidence of TikTok Ads experience anywhere in the profile. TikTok Ads Manager is a HARD channel requirement for this role.",
"HARD FAIL — req_005 (Multi-Client Campaign Management at 20+ campaigns/month): The Hardly Creative agency role — the only directly relevant agency position — is described in a single sentence with no campaign volume, client count, or platform specifics. Cannot confirm 20+ campaign/month management.",
"SOFT CONCERN — has_availability: false as of last profile update, conflicting with the client's ASAP start requirement."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jtabuzo_at_gmail_com",
"email": "jtabuzo@gmail.com",
"name": "Jason Tabuzo",
"passes_all_hard": false,
"score": 59,
"summary": "Jason Tabuzo is an experienced growth marketer with strong Meta Ads and Google Ads credentials, agency exposure, and demonstrated ability to manage large-scale paid media budgets. He has genuine seniority — running 8-figure annual spend at Mood, scaling DTC brands to $1.2M+/month, and managing multi-client campaigns at MadMen AI. However, he fails a critical HARD requirement: there is no concrete evidence of hands-on TikTok Ads campaign management (TikTok Shop launch ≠ TikTok Ads paid campaign execution). His rate ($120/hr ≈ $9,600+/month for 20 hrs/week) is materially above the $5,000/month retainer budget, creating a significant budget hard-fail risk. Additionally, no Sprout Social, PA11Y, or multi-client reporting evidence appears in the profile.",
"synthesis_quote": "Led paid social marketing strategy for each client for AI marketing agency MadMen AI... launched over 40 ads/week, rapidly scaling winners and spend to over $1.2M/month. Resulted in multiple top ads.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Strong Meta Ads + Google Ads history (Plastiq, Curology, MadMen AI, Mood). TikTok: only 'Launched TikTok Shop + scaled TikTok as a new customer acquisition channel' at Pet Honesty — no explicit TikTok Ads Manager campaign management cited. Rate ($120/hr) far exceeds $5,000/month budget hard requirement.",
"rationale": "Two of the three HARD channel requirements are well-evidenced (Meta, Google). TikTok Ads (req_003) is unsubstantiated as paid campaign execution — TikTok Shop is organic/commerce, not paid ads. Budget hard requirement (req_008) fails: $120/hr × 15-20 hrs/week = ~$7,200–$9,600/month vs. $5,000/month ceiling. Multi-client management (req_005) and agency experience (req_009) are met via MadMen AI. Audience segmentation and reporting (req_006, req_007) are implied but not explicitly detailed for multi-client reporting context."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Own 8-figure annual media spend across paid social, paid search, direct partnerships, CTV, podcast, and affiliate channels (Mood). Scaled ad spend to $400K/month (DTC) + $1.7M/month (Amazon) at Pet Honesty. Launched TikTok as new customer acquisition channel.",
"rationale": "Deep, senior-level paid media expertise across Meta and Google is strongly evidenced across multiple roles. Functional depth in campaign architecture, creative testing, scaling, and multi-channel management is exceptional. TikTok paid ads specifically is the gap. Content creation and creative direction for ads is also evidenced (40+ ads/week at MadMen AI)."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Have led growth marketing efforts across a variety of industries (skincare, consumer products, pet, healthcare, B2B lead gen, beverages, cannabis) as both an in-house marketer and as part of an agency. Industries listed: Ecommerce, Local Businesses, Marketing Agencies, Services.",
"rationale": "Strong consumer-facing DTC brand experience (skincare, pet, beverages) aligns well with Modern PR's consumer-brand client base. Agency experience via MadMen AI is directly relevant. However, profile skews more in-house/growth lead than boutique agency account management. Multi-client agency experience is present but not the dominant thread."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "For DTC brand Clean People, I launched over 40 ads/week, rapidly scaling winners and spend to over $1.2M/month. Delivered over 100 high-quality ad creatives for skincare brand Solawave. Drove A/B testing process for both copy and landing pages at Plastiq.",
"rationale": "Profile demonstrates clear hands-on execution: personally launching ads, building creatives, running A/B tests, and managing campaigns directly. Not purely advisory. MadMen AI role shows direct execution for multiple clients simultaneously. High confidence this is an operator, not just a strategist."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "Used Gen AI models to create strategy + creative roadmaps at MadMen AI. Developed growth strategy and campaign execution for D2C, telehealth, e-commerce, and B2B startups. Directed product growth strategy: Website design, customer onboarding flow, new product rollout, pricing at Maximus.",
"rationale": "Strong strategic judgment evidenced across multiple senior roles — audience targeting pivots, creative roadmapping, campaign architecture decisions. Grew ARR from $2M to >$5M at Maximus shows business-level impact. Peer-level seniority is credible."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools listed: Google Analytics, SEMRush. Work history references Meta Ads Manager, Google Ads, TikTok Shop. No mention of Sprout Social, PA11Y, or TikTok Ads Manager specifically.",
"rationale": "Meta Ads Manager and Google Ads are implied throughout the profile. TikTok Ads Manager is ambiguous. No evidence of Sprout Social (reporting tool used by Modern PR) or PA11Y (scheduling tool). Tool profile is thinner than ideal for this specific stack."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "Provided regular updates and insightful reports to interested cross-channel partners at Curology. Drove A/B testing process for both copy and landing pages at Plastiq. Achieved record-low CPA of less than $50 per lead.",
"rationale": "KPI ownership and performance optimization are evidenced (CPA management, A/B testing, creative iteration). Monthly client reporting for multi-client accounts (as required here) is not explicitly described, though reporting cadence at Curology and MadMen AI implies some capability. Not a standout weakness but not fully confirmed."
},
"availability_budget_fit": {
"score": 20,
"weight": 4,
"evidence": "Preferred hourly pay rate: $120/hr. Has availability: true. Location: Las Vegas, Nevada, US (US-based, good timezone). Currently active Head of Paid Media at Mood (full-time, present).",
"rationale": "The $120/hr rate translates to $7,200–$9,600/month at 15–20 hrs/week, well above the $5,000/month retainer hard cap. The active full-time role at Mood also raises availability concerns for a 15–20 hr/week commitment. US timezone is a fit. Budget alignment is the critical failure point."
}
},
"final_score_rationale": "Jason Tabuzo is a genuinely senior paid media operator with exceptional Meta and Google Ads credentials, multi-client agency experience, and strong hands-on execution evidence. His functional expertise and execution scores are high and well-supported by the profile. However, two hard requirement failures significantly constrain his fit: (1) TikTok Ads (req_003) — the profile only references TikTok Shop and organic TikTok scaling, not paid TikTok Ads Manager campaign management, which is a HARD channel requirement; (2) Budget (req_008) — at $120/hr, his rate is approximately 45–90% above the $5,000/month retainer ceiling, making budget alignment a hard fail. The active full-time role at Mood also introduces availability risk. These structural mismatches prevent a passing evaluation despite strong functional credentials.",
"evidence_snippets": [
"Led paid social marketing strategy for each client for AI marketing agency MadMen AI... launched over 40 ads/week, rapidly scaling winners and spend to over $1.2M/month.",
"Own 8-figure annual media spend across paid social, paid search, direct partnerships, CTV, podcast, and affiliate channels (Mood, 2025–Present).",
"Launched TikTok Shop + scaled TikTok as a new customer acquisition channel (Pet Honesty).",
"Scaled the monthly advertising spend to over $130,000... acquired customers at a record-low CPA of less than $50 per lead (Plastiq, Google Ads + Facebook Ads).",
"Preferred hourly pay rate: $120/hr — equates to ~$7,200–$9,600/month at 15–20 hrs/week vs. $5,000/month retainer budget.",
"Delivered over 100 high-quality ad creatives for skincare brand Solawave, including top performing BFCM ads (MadMen AI).",
"Led paid social marketing strategy for each client for AI marketing agency MadMen AI... launched over 40 ads/week, rapidly scaling winners and spend to over $1.2M/month. Resulted in multiple top ads.",
"Strong Meta Ads + Google Ads history (Plastiq, Curology, MadMen AI, Mood). TikTok: only 'Launched TikTok Shop + scaled TikTok as a new customer acquisition channel' at Pet Honesty — no explicit TikTok Ads Manager campaign management cited. Rate ($120/hr) far exceeds $5,000/month budget hard requirement."
],
"three_rs": {
"relevant": "Senior paid media operator with deep Meta Ads and Google Ads experience, multi-client agency background (MadMen AI), and proven ability to manage large-scale campaigns and creative output autonomously.",
"risks": "TikTok Ads (paid campaigns in TikTok Ads Manager) is not explicitly evidenced — only TikTok Shop launch. Rate ($120/hr) significantly exceeds the $5,000/month retainer budget. Currently holds a full-time Head of Paid Media role at Mood, raising availability concerns.",
"recommendations": "Only advance if: (1) Jason can confirm hands-on TikTok Ads Manager campaign management with examples, and (2) he is willing to engage at $5,000/month retainer. Verify whether his Mood role allows 15–20 hrs/week freelance commitment."
},
"match_reasons": [
{
"reason": "Senior paid media operator with 8-figure annual spend ownership at Mood and multi-client agency execution at MadMen AI",
"evidence": "Own 8-figure annual media spend across paid social, paid search...channels (Mood)"
},
{
"reason": "Proven Meta Ads and Google Ads hands-on execution across multiple industries and client types",
"evidence": "Scaled monthly advertising spend to over $130,000...Google Ads and Facebook Ads (Plastiq); 40+ ads/week at MadMen AI"
},
{
"reason": "Agency multi-client experience managing paid social campaigns at volume",
"evidence": "Led client-facing operations for 10+ clients across DTC, lead gen, and gaming. Managed paid social campaigns, scaling winning ads up to 7-figure spend"
},
{
"reason": "AI/generative search awareness evidenced through active use of Gen AI models for strategy and creative at MadMen AI",
"evidence": "Used Gen AI models to create strategy + creative roadmaps (MadMen AI)"
}
],
"hard_fail_reasons": [
"TikTok Ads (req_003 HARD): Profile only references 'Launched TikTok Shop + scaled TikTok as a new customer acquisition channel' — no explicit evidence of paid campaign management in TikTok Ads Manager across client accounts.",
"Budget fit (req_008 HARD): Preferred rate of $120/hr equates to approximately $7,200–$9,600/month at 15–20 hrs/week, materially above the $5,000/month retainer ceiling agreed with the client."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ashleyelfend2_at_gmail_com",
"email": "ashleyelfend2@gmail.com",
"name": "Ashley Elfend",
"passes_all_hard": false,
"score": 56,
"summary": "Ashley Elfend is an experienced paid social practitioner with a strong DTC/ecommerce background, hands-on Meta and TikTok execution, and a track record of managing multi-brand campaigns through her own freelance operation (Ads By Ashley) and various client engagements. However, she fails two critical hard requirements: (1) there is no meaningful evidence of Google Ads hands-on execution beyond a passing reference, and (2) there is no evidence of prior agency multi-client environment experience at the scale or seniority expected (her agency stint at AIM Media lasted less than 2 months). TikTok Ads experience is present but thin on demonstrated depth. Performance reporting at a multi-client, monthly cadence is also not substantiated. She skews toward DTC brand-side execution rather than the autonomous, senior agency operator this role demands.",
"synthesis_quote": "Perform all media buying on Facebook, Snapchat, TikTok, and Google ads for various e-commerce brands — Ads By Ashley founder description; managed paid advertising campaigns across Facebook, Snapchat, and TikTok for ALPAKA with consistent ROAS target achievement.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Meta Ads: strong (Facebook/Instagram confirmed across multiple engagements). TikTok Ads: present but shallow (listed for ALPAKA and Ads By Ashley, no depth on TikTok-specific strategy). Google Ads: only a passing mention in Ads By Ashley description with no client-side proof. Agency multi-client management: AIM Media stint was only ~2 months; no evidence of 20+ campaigns/month volume. Performance reporting for multiple clients: not substantiated.",
"rationale": "Three of the seven hard requirements have weak or absent evidence. Google Ads (req_002) is unsubstantiated beyond a self-description. TikTok Ads (req_003) is mentioned but lacks depth. Multi-client campaign management at 20+/month scale (req_005) and monthly performance reporting (req_007) are not evidenced. Agency autonomous execution (req_009) is undermined by the very brief AIM Media tenure. These gaps mandate a low score and hard fail."
},
"functional_expertise": {
"score": 65,
"weight": 20,
"evidence": "Founder at Ads By Ashley: 'Perform all media buying on Facebook, Snapchat, TikTok, and Google ads for various e-commerce brands.' ALPAKA: doubled YoY revenue, consistently exceeded 2x ROAS. Function of Beauty: 'Lead paid social marketing strategy for Meta ads...daily optimizations...creative analytics and suggestions.' Skills listed include campaign structure & budgeting, scaling ad spend, creative strategy/direction, A/B testing.",
"rationale": "Strong Meta paid social depth is evidenced across multiple brands with concrete outcomes (ROAS benchmarks, revenue growth). TikTok and Google are claimed but not demonstrated with equal depth. Core functional skills (audience segmentation, campaign structure, creative direction) are present but primarily in DTC brand contexts rather than multi-client agency environments."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "Experience spans DTC ecommerce brands (Beachly, ALPAKA, Shop Vitality, Out of the Woods, Bean Goods, Glamour Jewelry Box) serving B2C consumers. One brief agency stint at AIM Media (e-commerce agency). Industries listed: Ecommerce, Marketing Agencies. Target buyers: Gen Z, Millennials, Women.",
"rationale": "Consumer-facing brand experience is solid and aligns with Modern PR's client base. However, the role is at a boutique digital marketing agency managing a portfolio of clients — Ashley's primary experience is brand-side. The AIM Media agency engagement is too brief to demonstrate agency-pace relevance. Partial credit for consumer brand fluency."
},
"hands_on_execution": {
"score": 72,
"weight": 15,
"evidence": "Ads By Ashley (founder): personally performs all media buying. Function of Beauty: 'daily optimizations as needed, creative analytics and suggestions.' ALPAKA: 'bi-weekly collaborative session with the creative team to generate fresh advertising concepts.' Skills include account audit, campaign optimization & attribution, copywriting.",
"rationale": "Ashley is clearly an executor, not a delegator — she builds and runs campaigns hands-on across her freelance and brand engagements. Daily optimization cadence at Function of Beauty and creative collaboration at ALPAKA confirm operational depth. Penalized slightly because the multi-client, high-volume agency execution context is not demonstrated."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "ALPAKA: 'strategic input and campaign management contributed to a substantial increase in ALPAKA's revenue...Prior to her involvement, the company struggled to achieve a 2x ROAS, a benchmark that was consistently met and exceeded.' Function of Beauty: 'Lead paid social marketing strategy...creative analytics and suggestions for new ad content based on top performers and the competitive landscape.'",
"rationale": "There is evidence of strategic thinking — ROAS turnaround at ALPAKA and competitive landscape analysis at Function of Beauty show judgment beyond pure execution. However, the profile lacks evidence of multi-client strategic prioritization, campaign architecture across diverse verticals, or the peer-level strategic depth expected by a 20-year veteran."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools listed: Canva, Ecommerce tools (Shopify, Magento), Google Analytics. Platforms mentioned in work history: Facebook Ads (Meta), TikTok Ads, Snapchat Ads, Google Ads (self-described). No mention of Sprout Social, PA11Y, or Propellant.",
"rationale": "Meta Ads Manager fluency is implied throughout the profile. TikTok Ads is mentioned. Google Ads is claimed but unsubstantiated. Sprout Social (IMPORTANT tool for reporting) is absent. PA11Y is absent. Propellant is absent. The tool stack alignment is incomplete for this role's specific requirements."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "ALPAKA: 'consistent achievement of ROAS targets, a key performance indicator.' Function of Beauty: 'creative analytics and suggestions for new ad content based on top performers.' Skills: campaign optimization & attribution, A/B testing.",
"rationale": "ROAS tracking and creative performance analysis are evidenced. A/B testing is listed as a skill. However, there is no explicit evidence of structured monthly client reporting, multi-platform attribution modeling, or the kind of formal reporting cadence required for two clients with a large anchor account."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred rate: $60/hr. At 15-20 hrs/week, this equates to ~$3,600–$4,800/month — below the $5,000/month retainer budget, making rate alignment plausible. Status: active, has availability. Location: Irvine, California (PT timezone — compatible with most US-based agency work).",
"rationale": "Rate is technically within range at the top end of hours. Availability is confirmed active. California timezone is workable. No explicit retainer preference stated; hourly rate suggests freelance flexibility. Soft fit — no hard barriers."
}
},
"final_score_rationale": "Ashley Elfend scores 52/100. The dominant penalty is the hard requirement failures: Google Ads experience is unsubstantiated beyond a self-description in her founder bio with no client-side proof; TikTok Ads is mentioned but lacks strategic depth; multi-client agency execution at 20+ campaigns/month is not evidenced; and monthly performance reporting is absent from the profile. Her strongest dimension is hands-on Meta paid social execution across DTC brands, backed by concrete ROAS outcomes at ALPAKA. Functional expertise in paid social is genuine but narrowly scoped to the Meta/DTC lane. The absence of Sprout Social, the very brief AIM Media agency tenure (~2 months), and no evidence of the autonomous senior agency operator dynamic further reduce confidence. She is a capable DTC brand-side paid social practitioner, but this role demands a proven senior agency executor across all three platforms with documented multi-client reporting — a profile Ashley does not fully substantiate.",
"evidence_snippets": [
"Perform all media buying on Facebook, Snapchat, TikTok, and Google ads for various e-commerce brands. — Ads By Ashley founder description",
"managed paid advertising campaigns across Facebook, Snapchat, and TikTok [for ALPAKA]...Prior to her involvement, the company struggled to achieve a 2x ROAS, a benchmark that was consistently met and exceeded following her guidance.",
"Lead paid social marketing strategy for Meta ads. This included daily optimizations as needed, creative analytics and suggestions for new ad content based on top performers and the competitive landscape. — Function of Beauty",
"AIM Media (aim-media.co) is a digital marketing agency...Paid Social Media Marketer at AIM Media (2023-01-26 – 2023-03-21) [~2 months tenure]",
"Tools listed: Canva, Ecommerce tools (Shopify, Magento, etc), Google Analytics — no mention of Sprout Social, PA11Y, or Propellant",
"Skills: A/B testing, Account audit, Agency management, Campaign optimization & attribution, Campaign structure & budgeting, Creative strategy/direction, Scaling ad spend",
"Perform all media buying on Facebook, Snapchat, TikTok, and Google ads for various e-commerce brands — Ads By Ashley founder description; managed paid advertising campaigns across Facebook, Snapchat, and TikTok for ALPAKA with consistent ROAS target achievement.",
"Meta Ads: strong (Facebook/Instagram confirmed across multiple engagements). TikTok Ads: present but shallow (listed for ALPAKA and Ads By Ashley, no depth on TikTok-specific strategy). Google Ads: only a passing mention in Ads By Ashley description with no client-side proof. Agency multi-client management: AIM Media stint was only ~2 months; no evidence of 20+ campaigns/month volume. Performance reporting for multiple clients: not substantiated."
],
"three_rs": {
"reach": "DTC ecommerce brands across fashion, accessories, athleisure, beauty, and subscription verticals — B2C consumer audiences (Gen Z, Millennials, Women)",
"repertoire": "Meta Ads (strong), TikTok Ads (moderate), Google Ads (claimed, unsubstantiated at depth), Snapchat Ads, creative strategy, ROAS optimization, A/B testing, account audits, scaling ad spend",
"results": "Doubled ALPAKA YoY revenue; consistently exceeded 2x ROAS target at ALPAKA; daily optimization and creative analytics at Function of Beauty — all in DTC brand contexts"
},
"match_reasons": [
{
"reason": "Hands-on Meta Ads execution across multiple DTC client engagements with documented ROAS outcomes",
"evidence": "ALPAKA: 'consistently met and exceeded 2x ROAS'; Function of Beauty: 'daily optimizations as needed, creative analytics'"
},
{
"reason": "Paid social practitioner with multi-brand portfolio via Ads By Ashley freelance operation",
"evidence": "Founder at Ads By Ashley: 'Perform all media buying on Facebook, Snapchat, TikTok, and Google ads for various e-commerce brands'"
},
{
"reason": "Consumer-facing brand experience aligns with Modern PR's client base",
"evidence": "Industries: Ecommerce, Marketing Agencies; target buyers: Gen Z, Millennials, Women across DTC fashion/beauty/lifestyle brands"
}
],
"hard_fail_reasons": [
"req_002 FAIL — Google Ads: Only a passing self-description in Ads By Ashley bio ('Facebook, Snapchat, TikTok, and Google ads'); no client-specific proof, campaign results, or depth of Google Ads execution across client accounts.",
"req_003 PARTIAL FAIL — TikTok Ads: Mentioned at ALPAKA and Ads By Ashley but with no demonstrated TikTok-specific strategy, creative methodology, or performance outcomes distinct from Meta campaigns.",
"req_005 FAIL — Multi-Client Campaign Management at 20+/month: No evidence of managing 20+ simultaneous campaigns across multiple client accounts; individual brand engagements are documented sequentially, not concurrently at scale.",
"req_007 FAIL — Performance Reporting: No evidence of structured monthly client reporting cadence or formal reporting deliverables for multiple clients.",
"req_009 PARTIAL FAIL — Agency Autonomous Execution: Only agency experience is AIM Media (~2 months, Jan–Mar 2023); insufficient to demonstrate sustained senior-level autonomous agency operation."
]
}
],
"qualified_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "leah_lockyer_at_gmail_com",
"email": "leah.lockyer@gmail.com",
"name": "Leah Lockyer",
"passes_all_hard": true,
"score": 84,
"summary": "Leah Lockyer is a highly experienced fractional growth and paid social marketer with 20+ years of hands-on execution across Meta, Google, TikTok, and programmatic channels. She has managed up to $2M+/month in paid media spend across multiple clients in an agency/fractional context, demonstrating deep fluency in audience segmentation, campaign architecture, and performance reporting. Her multi-client, multi-platform execution history at Three Ladders Marketing (fractional head of marketing since 2018) and Bad Ass Extension Cords directly maps to Modern PR's needs. She clears all seven HARD requirements with strong evidence. The primary gaps are: no explicit mention of TikTok Ads *managed directly for agency clients* at campaign-count scale (though TikTok is listed across multiple roles), no specific mention of Sprout Social, and her rate ($150/hr ≈ $6,000–$9,000/month at 10–15 hrs/week) may exceed the $5,000/month retainer budget, which is the only notable soft-fit concern.",
"synthesis_quote": "Proven management of ~$2M+/month in paid media spend... Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok, Reddit, LinkedIn... Grow sustainable customer acquisition, revenue, profit and retention via paid and organic digital marketing channels... fractional growth marketer for the last 8 years.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 85,
"weight": 25,
"evidence": "Meta, Google, TikTok listed across multiple roles; $2M+/month paid media ownership; multi-client agency/fractional context at Three Ladders Marketing since 2018; audience segmentation and campaign architecture skills explicit; monthly reporting and KPI ownership demonstrated; agency-environment autonomy across 8 years fractional work.",
"rationale": "Leah satisfies all 7 HARD requirements with strong but not exceptional specificity. Meta and Google are concretely evidenced with ROAS and revenue outcomes. TikTok is listed in multiple roles but without a campaign-count or client-specific deep dive. Multi-client management is clearly demonstrated via Three Ladders. Performance reporting is evidenced. Senior autonomous execution is well-documented. Budget ($5K/month retainer) is tight vs. her $150/hr stated rate but is a soft concern. Score docked slightly for TikTok depth and budget tension."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS... Proven ownership of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest.",
"rationale": "Leah's paid social depth is exceptional — 20+ years of hands-on paid media execution, $2M+/month in spend managed, cross-platform fluency covering every channel this role requires. She demonstrates strategy AND execution (not just advisory). The breadth is matched by outcome-tied specificity (ROAS 4:1 at GreaterGood, ROAS 5.6 at Watches.com, 74% revenue increase). This is one of her strongest dimensions."
},
"industry_audience_relevance": {
"score": 78,
"weight": 12,
"evidence": "Fractional Head of Marketing at Three Ladders Marketing... clients across ecommerce, healthcare, lifestyle, technology and education industries. Industries listed: Marketing Agencies, Ecommerce, Apps, Services. Consumer-facing ecommerce brands (GreaterGood, Watches.com, LINA HANSON, Bad Ass Extension Cords).",
"rationale": "Leah has agency/fractional experience serving consumer-facing brands — a solid match to Modern PR's boutique digital agency model. She has worked across B2C ecommerce, lifestyle, healthcare, and education, which aligns with typical consumer PR client mix. However, no explicit boutique PR agency experience is noted, and her largest roles (GreaterGood, Three Ladders) are more performance marketing / growth than traditional PR-adjacent digital. Solid but not a perfect industry mirror."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution... Led the transition of digital advertising management in-house, ensuring seamless operations... Increased brand presence and conversions by leveraging creative assets and content, and collaborating with internal staff and designers to execute high-performing campaigns.",
"rationale": "Leah's profile consistently emphasizes personal, hands-on execution rather than delegation — she builds campaigns, develops creative strategy, manages budgets directly, and optimizes in real time. Her 8 years as a fractional operator reinforces she is an executor, not just a strategist. The SVP role at GreaterGood involved team management, but her fractional work is clearly operator-level. Strong score."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "Develop data-driven strategic plan to maximize campaign performance and engagement across diverse platforms... Consulted on user experience to improve customer acquisition by 50% and decrease acquisition cost (CAC) by 30%... Build forecasts, reports and establish key performance indicators (KPIs) and attribution models.",
"rationale": "Leah demonstrates strong strategic judgment: she builds forecasts, sets KPIs, runs attribution models, diagnoses funnel issues (CAC reduction, MER ownership), and translates business goals into multi-channel plans. Her track record of growing companies from $6M to $43M in revenue reflects sound strategic decision-making. Well-evidenced."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, LinkedIn, Pinterest... Utilize website and marketing analytics to monitor and improve real-time website and campaign performance (Google Analytics, Shopify, TripleWhale, internal proprietary tools). Email/SMS: Klaviyo.",
"rationale": "Leah's tool stack covers Meta Ads Manager, Google Ads, and TikTok Ads (the three core required platforms). She also lists programmatic/display experience. However, there is no mention of Sprout Social (the agency's reporting tool), no mention of PA11Y, and no explicit Google Ads certification or TikTok Ads Manager call-out. TripleWhale and Klaviyo are strong signals but not directly role-relevant. Moderate-high score given the core platform coverage but notable gaps in agency-specific tooling."
},
"measurement_optimization": {
"score": 88,
"weight": 6,
"evidence": "Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... Analyze data to manage benchmarks and identify new opportunities and areas to course correct. Build forecasts, reports and establish key performance indicators (KPIs) and attribution models... Accelerated gross revenue from $6 million to $43 million in four years with a return on advertising spend (ROAS) of 4:1.",
"rationale": "Leah's measurement credentials are strong: she owns KPIs (ROAS, CAC, MER, LTV), builds attribution models, develops dashboards, and iterates on campaign performance with quantified outcomes. Monthly reporting for clients is implied by her fractional work. Concrete ROAS and revenue figures substantiate the claims."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $150/hr. has_availability: true. Location: Kent, Washington, US (PST). Engagement: fractional/retainer model consistent with role.",
"rationale": "Leah is available and based in PST (compatible with agency). Her fractional model matches the retainer engagement type. However, her stated rate of $150/hr translates to $2,250–$3,000/month at 15–20 hrs/week, which is under budget — but if she works closer to full 20 hrs/week consistently, it approaches $6,000/month, potentially above the $5,000/month retainer cap. The rate tension is a moderate concern but not a hard fail. Score reflects this uncertainty."
}
},
"final_score_rationale": "Leah Lockyer scores strongly across all critical dimensions for this role. Her 20+ years of hands-on paid social execution, $2M+/month in managed paid media spend, and 8 years of fractional multi-client agency work directly address Modern PR's needs. She clears all seven HARD requirements: Meta, Google, and TikTok ads experience is documented across multiple roles; multi-client campaign management is evidenced by Three Ladders Marketing since 2018; audience segmentation, campaign architecture, and performance reporting are explicitly described with quantified outcomes; and senior autonomous execution is her primary professional identity. The biggest score drivers are functional_expertise (exceptional cross-platform paid media depth with ROAS outcomes), hands_on_execution (consistent operator positioning across 8 fractional years), and measurement_optimization (KPI ownership, attribution modeling, revenue impact figures). The primary penalties are: (1) TikTok Ads is listed but lacks campaign-count specificity for the 20+/month volume requirement; (2) Sprout Social is absent from her tool stack, creating a minor reporting tool gap; (3) her $150/hr rate creates mild budget tension with the $5,000/month retainer ceiling; and (4) no explicit AI/generative search awareness is mentioned in the profile, which is an IMPORTANT (not HARD) requirement but a notable omission for a senior role being evaluated on forward-looking awareness.",
"evidence_snippets": [
"Proven management of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest, email & SMS marketing (Klaviyo), affiliate/influencers, CTV, display / programmatic",
"Fractional Head of Marketing at Three Ladders Marketing (2018–Present): Grow sustainable customer acquisition, revenue, profit, website traffic and retention via paid and organic digital marketing channels across ecommerce, healthcare, lifestyle, technology and education industries",
"Accelerated gross revenue from $6 million to $43 million in four years with a return on advertising spend (ROAS) of 4:1; leveraged sales and marketing data to test and optimize campaign performance",
"Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS - delivering measurable leads and sales in both B2C and B2B markets",
"Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... Build forecasts, reports and establish key performance indicators (KPIs) and attribution models",
"As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution of digital marketing for both B2C and B2B brands",
"Proven management of ~$2M+/month in paid media spend... Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok, Reddit, LinkedIn... Grow sustainable customer acquisition, revenue, profit and retention via paid and organic digital marketing channels... fractional growth marketer for the last 8 years.",
"Meta, Google, TikTok listed across multiple roles; $2M+/month paid media ownership; multi-client agency/fractional context at Three Ladders Marketing since 2018; audience segmentation and campaign architecture skills explicit; monthly reporting and KPI ownership demonstrated; agency-environment autonomy across 8 years fractional work."
],
"three_rs": {
"relevance": "Highly relevant — senior paid social specialist with deep Meta, Google, and TikTok hands-on execution across multi-client fractional engagements, matching the core role requirements precisely.",
"results": "Strong outcome evidence: ROAS 4:1 scaling GreaterGood from $6M to $43M revenue, ROAS 5.6 at Watches.com with 74% revenue growth, $2M+/month paid media under management, CAC reduced 30%, 84% net profit increase at Letourneau's Pharmacy.",
"readiness": "Immediately deployable — 8 years of fractional autonomous execution means zero ramp-up needed; has operated as a peer-level expert to founders and executives throughout her career."
},
"match_reasons": [
{
"reason": "Meta, Google, and TikTok ads hands-on execution documented across multiple client engagements",
"evidence": "Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit"
},
{
"reason": "Multi-client paid media management at scale — fractional agency model since 2018",
"evidence": "Fractional Head of Marketing at Three Ladders Marketing (2018–Present) across ecommerce, healthcare, lifestyle, technology and education industries"
},
{
"reason": "Proven $2M+/month paid media spend ownership demonstrates budget management at scale exceeding role requirements",
"evidence": "Proven management of ~$2M+/month in paid media spend across all major channels"
},
{
"reason": "Senior autonomous executor — 20+ years hands-on, peer-level to founders",
"evidence": "Over 20 years of hands-on execution experience, including paid media management and lifecycle marketing"
},
{
"reason": "KPI ownership, attribution modeling, and performance reporting explicitly evidenced",
"evidence": "Build forecasts, reports and establish key performance indicators (KPIs) and attribution models. Analyze data to manage benchmarks and identify new opportunities"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"passes_all_hard": true,
"score": 81,
"summary": "Garrison Yang is a seasoned growth and paid social marketer with exceptional depth in Meta/Facebook advertising, demonstrated Google Ads experience, and confirmed TikTok platform usage. His portfolio spans DTC ecommerce, fintech, health/wellness, and SaaS — with massive daily budgets ($100K–$200K/day at Calm, $100K/day at Upstart) and documented multi-platform campaign management across Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn. He managed 10+ advertiser accounts simultaneously in Facebook's Disruptors program, satisfying multi-client management. Strategy, audience segmentation, creative direction, and performance optimization are all well-evidenced. Key gaps: no explicit mention of TikTok Ads Manager hands-on campaign execution (platform listed in tools but not called out as a primary execution channel in case studies), no mention of Sprout Social, and his rate at $80/hr (~$13,800/month at 15–20 hrs/wk) is above the $5K/month retainer budget — a meaningful soft concern. No AI/generative search awareness is explicitly evidenced. Agency-side experience is indirect (Facebook Disruptors program managing client advertisers), but the multi-client, autonomous execution profile is strong.",
"synthesis_quote": "managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth... tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Meta: 'managed a daily Facebook advertising budget between $100,000 to $200,000' at Calm; 'scaled to $100,000 per day' at Upstart. Google: listed in tools (Search Ads 360, Kenshoo, Google Analytics). TikTok: listed in tools and mentioned in Hint engagement ('Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'). Multi-client: 'leading a team that managed advertising campaigns for over 10 advertisers' via Facebook Disruptors. Budget: $80/hr rate vs $5K/month retainer is a gap.",
"rationale": "Meta and multi-platform execution are exceptionally well-evidenced. TikTok is confirmed as a used platform at Hint but lacks standalone TikTok Ads Manager campaign case-study depth. Google Ads is inferred via tools (Search Ads 360) and cross-channel references but not explicitly called out in case studies as a primary execution channel. Agency-environment experience is present via Facebook Disruptors program managing 10+ advertisers. Rate at $80/hr significantly exceeds the $5K/month retainer (which maps to ~$62/hr at 20 hrs/wk), creating a budget mismatch risk. Seniority and autonomous execution are well-demonstrated."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "'leading a team that managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million'; 'Rothy's and Curology achieving 200-300% year-over-year growth'; 'ad creative tests, designing user acquisition funnels, and optimizing web and app acquisition strategies'; 'campaign structure & budgeting, bidding optimization, retargeting, scaling ad spend' in skills list.",
"rationale": "Garrison demonstrates exceptional paid social functional depth — creative strategy, audience segmentation, campaign architecture, funnel design, and performance optimization are all evidenced with concrete outcomes across multiple high-profile clients. Skills taxonomy further confirms breadth (A/B testing, creative recommendations, customer segmentation, campaign structure & budgeting). Minor deduction for limited explicit Google Ads and TikTok Ads standalone depth."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "'Marketing Agencies' listed in industries classification; DTC ecommerce brands (Hint, Clif, Rothy's, Curology, ThredUP); consumer-facing brands across health, fitness, fintech, beauty; both B2B (SurveyMonkey) and B2C audiences confirmed.",
"rationale": "Strong consumer-facing brand experience across multiple DTC verticals directly relevant to Modern PR's client base. 'Marketing Agencies' is listed as an industry, and the Facebook Disruptors program functionally mirrors agency multi-client management. However, no explicit boutique PR/social agency employment history is cited — the closest analog is the Disruptors program. Consumer audience relevance is excellent."
},
"hands_on_execution": {
"score": 87,
"weight": 15,
"evidence": "'managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000'; 'scaled to $100,000 per day' (Upstart Facebook budget); 'spearheaded a re-engagement campaign that integrated email marketing with paid social media, successfully reclaiming 20% of churned users'; 'launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos' (Nike).",
"rationale": "Garrison is clearly a hands-on executor — daily budget management at massive scale, personal creative testing, funnel design, and campaign optimization are all evidenced. The Nike creative test across 32,000 videos and Calm's $100–200K/day management confirm deep personal execution, not just oversight. Small deduction for some case studies being written in third-person with agency-style framing that slightly blurs direct vs. team execution."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "'signal segmentation, which improved the quality of credit applicants' (Upstart); 'integrated email marketing with paid social media, successfully reclaiming 20% of churned users' (Curology); 'creating seamless funnels and compelling user experiences that effectively convert by setting context, establishing relevance, building affinity, and driving urgency'; 'refined the company's full-funnel acquisition strategy' (SurveyMonkey).",
"rationale": "Strong strategic thinking evidenced: full-funnel architecture, cross-channel integration, segmentation strategy, and audience-to-product-channel fit philosophy. Multiple examples of diagnosing problems and translating them into structured campaigns with measurable results. Well above average for strategic judgment."
},
"tool_platform_fit": {
"score": 75,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, Search Ads 360, AdEspresso, AdRoll, Doubleclick, Kenshoo, Looker, Tableau, Segment, Heap. No Sprout Social. No PA11Y.",
"rationale": "Excellent breadth of paid social and analytics tools. Meta Ads Manager is a core competency. TikTok confirmed. Google Ads ecosystem inferred via Search Ads 360, Kenshoo, Doubleclick. Programmatic tools (AdRoll, Doubleclick) partially satisfy Propellant nice-to-have. Critical gaps: no Sprout Social (important for this role's reporting workflow) and no PA11Y. Reporting tools (Looker, Tableau) are strong analogs but not the specific tools used by Modern PR."
},
"measurement_optimization": {
"score": 84,
"weight": 6,
"evidence": "'reduction in the net cost per lead by an estimated 10%... expanded the volume of leads generated by 150%' (SurveyMonkey); '200% year-over-year growth for the years 2019 and 2020' (Calm); 'positive incremental return on ad spend following user re-subscription' (Curology); 'Report building and analysis' in skills; Looker, Tableau, Google Analytics in tools.",
"rationale": "Multiple concrete performance outcomes cited across clients with specific metrics (CPL reduction, YoY growth percentages, ROAS). Strong analytics tooling (Looker, Tableau, Segment, Heap). Skills include 'campaign optimization & attribution', 'testing framework', 'A/B testing'. Monthly reporting for two clients is well within demonstrated capability. Minor deduction: no explicit mention of structured monthly client reporting deliverables."
},
"availability_budget_fit": {
"score": 50,
"weight": 4,
"evidence": "Preferred rate: $80/hr. Role budget: $5,000/month retainer (~$62/hr at 20 hrs/wk or ~$83/hr at 15 hrs/wk). Location: Monroe, WA (Pacific timezone — compatible with US-based client). has_availability: true.",
"rationale": "Geographic timezone fit is good (Pacific, US-based). Availability is confirmed. However, $80/hr rate creates a meaningful budget tension against the $5K/month retainer — at the minimum engagement hours (15 hrs/wk), the math slightly overshoots ($80 × 15 × 4.3 = ~$5,160/month), and at 20 hrs/wk it would be ~$6,880/month. The role budget is classified as HARD at $5K/month. This is a real risk that warrants flagging, though rate negotiation is possible."
}
},
"final_score_rationale": "Garrison Yang is a strong candidate whose score is driven primarily by exceptional Meta Ads execution depth (daily budgets of $100K–$200K, 200–300% YoY client growth), proven multi-client management (10+ advertisers in Facebook Disruptors), and broad paid social platform breadth including TikTok. His strategic judgment, creative direction capability, and measurement sophistication all align well with Modern PR's need for a senior, autonomous executor. The main score penalties are: (1) TikTok Ads lacks a dedicated case study — it appears as a used platform at Hint but is not the hero of any engagement; (2) Google Ads is inferred but not explicitly featured in case studies; (3) No Sprout Social experience evidenced, a key reporting tool for this role; (4) No explicit AI/generative search awareness stated (an IMPORTANT requirement); (5) The $80/hr rate meaningfully exceeds the $5K/month retainer budget (HARD requirement), though at minimum hours it's borderline. No hard fails are triggered — TikTok and Google are confirmed platforms in his stack, multi-client management is evidenced, and seniority is unambiguous — but the budget rate tension and tool gaps prevent a higher score.",
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020",
"leading a team that managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million... Rothy's and Curology achieving 200-300% year-over-year growth",
"tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn (Hint engagement)",
"scaled [Upstart's] Facebook advertising budget to $100,000 per day... implementation of signal segmentation, which improved the quality of credit applicants",
"launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos (Nike North America Performance Marketing)",
"reduction in the net cost per lead by an estimated 10%... expanded the volume of leads generated by 150% (SurveyMonkey B2B lead gen)",
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth... tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn",
"Meta: 'managed a daily Facebook advertising budget between $100,000 to $200,000' at Calm; 'scaled to $100,000 per day' at Upstart. Google: listed in tools (Search Ads 360, Kenshoo, Google Analytics). TikTok: listed in tools and mentioned in Hint engagement ('Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'). Multi-client: 'leading a team that managed advertising campaigns for over 10 advertisers' via Facebook Disruptors. Budget: $80/hr rate vs $5K/month retainer is a gap."
],
"three_rs": {
"reach": "Garrison has managed $200M+ in collective annual ad spend across 10+ advertiser accounts, with individual client daily budgets up to $200K — far exceeding Modern PR's ~$30K–$40K/month spend. Reach and scale are not a concern.",
"relevance": "Strong relevance to consumer-facing DTC brands (health, fitness, beauty, food, fintech) which maps well to Modern PR's client base. Multi-client paid social management via Facebook Disruptors mirrors an agency environment. TikTok, Meta, and programmatic are all confirmed. Gaps exist in TikTok-specific depth and Sprout Social familiarity.",
"rate": "At $80/hr, Garrison's rate is above the $5K/month retainer at 20 hrs/wk (~$6,880/month) and borderline at 15 hrs/wk (~$5,160/month). This is a meaningful friction point given the role has a HARD $5K/month budget. Rate negotiation or scope alignment would be needed."
},
"match_reasons": [
{
"reason": "Exceptional Meta Ads execution depth",
"evidence": "Managed $100K–$200K/day Facebook budget at Calm, drove 200% YoY growth; $100K/day at Upstart"
},
{
"reason": "Proven multi-client, large-scale paid campaign management",
"evidence": "Led 10+ advertiser accounts with $200M+ collective annual spend via Facebook Disruptors program"
},
{
"reason": "TikTok confirmed as active execution platform",
"evidence": "Hint engagement: 'tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'"
},
{
"reason": "Senior autonomous executor — no hand-holding needed",
"evidence": "Managed strategy, creative testing, audience segmentation, and full-funnel optimization independently across all engagements"
},
{
"reason": "Strong measurement and performance reporting",
"evidence": "CPL reduction 10% + 150% lead volume growth (SurveyMonkey); ROAS tracking and incremental attribution (Curology); tools: Looker, Tableau, Google Analytics"
},
{
"reason": "Consumer-facing brand and agency-adjacent experience",
"evidence": "DTC clients: Calm, Hint, Clif, Rothy's, Curology, ThredUP; 'Marketing Agencies' listed as industry classification"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"passes_all_hard": true,
"score": 74,
"summary": "David Lorango is a multi-channel paid media operator with hands-on experience across Meta, Google Ads, and TikTok Ads — satisfying all three HARD channel requirements. His work at Glas Water explicitly covers all three platforms with large budgets, and Foreign Waters confirms Meta and Google Ads execution. He lists agency management as a skill and has worked across multiple simultaneous client/brand engagements. He shows strong DTC/consumer brand relevance across CPG, beverage, beauty, and ecommerce verticals. His rate at $75/hr implies roughly $5,400–$6,000/month at 15–20 hrs/week, sitting slightly above the $5,000/month hard budget, which is a soft risk. Weaknesses include no explicit mention of TikTok Ads in a multi-client agency context (most experience is brand-side), no mention of Sprout Social, PA11Y, or Propellant, limited evidence of formal monthly performance reporting deliverables for multiple clients, and no bio to anchor seniority claims. The profile is strong on execution breadth but thin on agency-side multi-client management proof and reporting rigor.",
"synthesis_quote": "Execute on all paid media campaigns for Meta, Google and TikTok with large budgets... Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives... Within three months scaled the business to over 7 figures with a small budget",
"weighted_scores": {
"hard_requirements_fit": {
"score": 72,
"weight": 25,
"evidence": "Glas Water: 'Execute on all paid media campaigns for Meta, Google and TikTok with large budgets.' Foreign Waters: 'Managed and optimized Meta advertising campaigns... Launched and managed Google Ads campaigns.' Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads.' Agency management listed as skill.",
"rationale": "All three HARD channel requirements (Meta, Google, TikTok) are evidenced with hands-on execution language. Multi-client campaign management is partially supported by running multiple concurrent brand engagements and 'agency management' skill tag. However, most work appears brand-side (Head of Marketing, Fractional CMO) rather than inside a digital agency managing 20+ campaigns across a portfolio of external clients simultaneously. Performance reporting for two clients monthly is not explicitly documented. Senior/autonomous execution is plausible but no bio anchors it. Budget at $75/hr may exceed $5K/month retainer at 15–20 hrs/week, creating a soft risk on req_008."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Glas Water: 'Created and managed creative testing frameworks across static, video, UGC, and partnership-based content.' Foreign Waters: 'Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max.' Scandinavian Biolabs: 'spend about EUR 800k per month on google and Meta ads.'",
"rationale": "Strong breadth across paid social and paid search channels with concrete campaign types named (Search, Shopping, PMax, TikTok acquisition, Meta DR). Creative strategy and audience targeting referenced explicitly. Scale evidence is strong (EUR 800k/mo, 7-figure DTC in 3 months). Depth on audience segmentation and campaign architecture is plausible but not deeply documented — no explicit mention of lookalike structures, custom audiences, or campaign taxonomy. Functional expertise is real but not exhaustively proven at the senior specialist level the role demands."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Work history spans CPG beverage (Everyday Beverage, Foreign Waters), DTC ecommerce (Scandinavian Biolabs, NOON.WORLD), consumer brands (Glas Water, Get W). Sub-industries listed include Beauty, Skincare, Supplements, Food, Beverage, DTC, Consumer Packaged Goods.",
"rationale": "Excellent consumer-facing brand coverage across DTC, CPG, beverage, and beauty — highly relevant to Modern PR's boutique agency serving consumer brands. B2C motion is consistent throughout. Agency-side experience (managing external client accounts) is implied by 'agency management' skill and multiple simultaneous brand engagements but not explicitly documented as working inside an agency on behalf of external clients."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "Glas Water: 'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram.' Foreign Waters: 'Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling.' Everyday Beverage: 'Build/restructure accounts, run daily bid & audience optimisation.'",
"rationale": "Execution language is strong and consistent — 'built,' 'launched,' 'managed,' 'optimized,' 'daily bid & audience optimisation.' Creative testing frameworks, UGC ad production, and performance tracking are referenced. The Fractional CMO and Head of Marketing titles suggest some leadership/oversight layer, but execution language throughout profiles is hands-on. Score is solid but not exceptional given the seniority titles that could imply delegation."
},
"strategy_and_judgment": {
"score": 74,
"weight": 10,
"evidence": "Glas Water: 'Developed and executed the go-to-market strategy to position GLAS as a premium boxed water brand within luxury, hospitality, wellness, and lifestyle channels.' Get W: 'Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group.'",
"rationale": "GTM strategy development, channel prioritization, and creative testing frameworks demonstrate strategic thinking. The 400% lift with geotargeted campaigns and 22% Walmart lift show outcome-tied judgment. However, the brief requires translating strategy into a multi-client paid social plan with campaign architecture depth — this is plausible but not explicitly demonstrated in an agency/multi-client context."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, Canva, A/B testing tools, Email tools (Klaviyo), Shopify. No mention of Sprout Social, PA11Y, or Propellant in profile.",
"rationale": "Core ad platforms (Meta, Google, TikTok) are confirmed via work history and tool tags. GA, GTM, and Klaviyo are relevant for attribution and lifecycle. However, Sprout Social (measurement/reporting — IMPORTANT) and PA11Y (content scheduling — PREFERRED) are absent from the profile. Propellant is not mentioned. The tool stack is functional but misses key agency tools Jennifer's team actively uses."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "Glas Water: 'Created and managed creative testing frameworks across static, video, UGC, and partnership-based content.' Foreign Waters: 'Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting.' Get W: 'driving 400% lift compared to the control group... 22% lift in Walmart from the previous month.'",
"rationale": "KPI tracking, performance reporting, and creative testing are referenced with some outcome metrics. Foreign Waters mentions budget allocation and growth forecasting. Lift metrics are cited but attribution methodology is not described. No mention of monthly client reporting cadence, dashboard construction, or formal reporting deliverables for multiple clients simultaneously — a specific hard requirement of this role."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $75/hr. At 15–20 hrs/week, this implies $4,500–$6,000/month. Has availability listed as true. Location: Alexandria, Virginia (EST timezone — compatible with US-based client).",
"rationale": "Has availability. US timezone is compatible. However, $75/hr at the role's stated 15–20 hrs/week implies a monthly cost range of roughly $4,500–$6,000, straddling the $5,000/month hard budget. If managed at the lower end of hours (~16–17 hrs/week) it lands near $5,000, but there's budget exposure risk. This is a soft concern but worth flagging."
}
},
"final_score_rationale": "David Lorango scores ~76/100. His strongest contributions come from confirmed hands-on experience across all three HARD channel requirements (Meta, Google, TikTok), strong consumer/DTC industry relevance, and genuine execution depth with named campaign types and outcome metrics. The biggest score drivers are functional_expertise (strong multi-platform paid media breadth with scale evidence), hands_on_execution (consistent 'built/managed/optimized' language), and industry_audience_relevance (deep consumer CPG/DTC background). The main penalties are: (1) most experience is brand-side rather than inside a digital agency managing a portfolio of external client accounts simultaneously — the core agency/multi-client context is underproven; (2) no evidence of Sprout Social or other agency tools Jennifer's team uses; (3) no explicit monthly client reporting deliverables documented; (4) rate at $75/hr sits at or slightly above the $5K/month budget depending on hours worked; (5) no bio to anchor seniority claims. He passes all HARD requirements on the channel, skill, and seniority dimensions but with some gaps in the agency-side multi-client management proof that the role specifically demands.",
"evidence_snippets": [
"Execute on all paid media campaigns for Meta, Google and TikTok with large budgets. Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives.",
"Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling. Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max initiatives.",
"Within three months scaled the business to over 7 figures with a small budget (Glas Water).",
"Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group (Get W).",
"Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting (Foreign Waters).",
"Spend about EUR 800k per month on google and Meta ads... objective is to cross EUR 30m in revenue in 2026 (Scandinavian Biolabs).",
"Execute on all paid media campaigns for Meta, Google and TikTok with large budgets... Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives... Within three months scaled the business to over 7 figures with a small budget",
"Glas Water: 'Execute on all paid media campaigns for Meta, Google and TikTok with large budgets.' Foreign Waters: 'Managed and optimized Meta advertising campaigns... Launched and managed Google Ads campaigns.' Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads.' Agency management listed as skill."
],
"three_rs": {
"relevant": "Hands-on Meta, Google, and TikTok Ads execution across multiple consumer DTC brands; creative testing frameworks; strong consumer CPG/beverage/beauty industry alignment; B2C audience expertise; performance outcome metrics cited.",
"risks": "Most experience is brand-side (Head of Marketing, Fractional CMO) rather than inside a digital agency managing 20+ campaigns across multiple external client accounts simultaneously; no Sprout Social or PA11Y evidence; no formal monthly client reporting cadence documented; $75/hr rate may strain $5K/month budget at full hours.",
"red_flags": "No bio recorded — seniority and autonomy claims rest entirely on job titles and brief work descriptions. Multiple current simultaneous engagements (5+ active roles) may signal bandwidth constraints at the 15–20 hrs/week this role requires."
},
"match_reasons": [
{
"reason": "Confirmed hands-on Meta Ads execution",
"evidence": "Glas Water: 'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram.' Foreign Waters: 'including creative strategy, audience targeting, testing, and scaling.'"
},
{
"reason": "Confirmed hands-on Google Ads execution",
"evidence": "Foreign Waters & Glas Water: 'Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max initiatives.'"
},
{
"reason": "Confirmed hands-on TikTok Ads execution",
"evidence": "Glas Water: 'Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives.'"
},
{
"reason": "Strong consumer/DTC industry relevance",
"evidence": "Work history spans CPG beverage, DTC ecommerce, beauty, skincare — directly matching Modern PR's consumer-facing brand client base."
},
{
"reason": "High-scale paid media budget management",
"evidence": "Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads' — well above the role's $30K–$40K/month spend level, demonstrating ability to manage significant budgets."
},
{
"reason": "Agency management skill listed",
"evidence": "Profile skills include 'Agency management' — supporting autonomous operation in an agency environment context."
}
],
"hard_fail_reasons": []
}
],
"initial_top_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "leah_lockyer_at_gmail_com",
"email": "leah.lockyer@gmail.com",
"name": "Leah Lockyer",
"passes_all_hard": true,
"score": 84,
"summary": "Leah Lockyer is a highly experienced fractional growth and paid social marketer with 20+ years of hands-on execution across Meta, Google, TikTok, and programmatic channels. She has managed up to $2M+/month in paid media spend across multiple clients in an agency/fractional context, demonstrating deep fluency in audience segmentation, campaign architecture, and performance reporting. Her multi-client, multi-platform execution history at Three Ladders Marketing (fractional head of marketing since 2018) and Bad Ass Extension Cords directly maps to Modern PR's needs. She clears all seven HARD requirements with strong evidence. The primary gaps are: no explicit mention of TikTok Ads *managed directly for agency clients* at campaign-count scale (though TikTok is listed across multiple roles), no specific mention of Sprout Social, and her rate ($150/hr ≈ $6,000–$9,000/month at 10–15 hrs/week) may exceed the $5,000/month retainer budget, which is the only notable soft-fit concern.",
"synthesis_quote": "Proven management of ~$2M+/month in paid media spend... Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok, Reddit, LinkedIn... Grow sustainable customer acquisition, revenue, profit and retention via paid and organic digital marketing channels... fractional growth marketer for the last 8 years.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 85,
"weight": 25,
"evidence": "Meta, Google, TikTok listed across multiple roles; $2M+/month paid media ownership; multi-client agency/fractional context at Three Ladders Marketing since 2018; audience segmentation and campaign architecture skills explicit; monthly reporting and KPI ownership demonstrated; agency-environment autonomy across 8 years fractional work.",
"rationale": "Leah satisfies all 7 HARD requirements with strong but not exceptional specificity. Meta and Google are concretely evidenced with ROAS and revenue outcomes. TikTok is listed in multiple roles but without a campaign-count or client-specific deep dive. Multi-client management is clearly demonstrated via Three Ladders. Performance reporting is evidenced. Senior autonomous execution is well-documented. Budget ($5K/month retainer) is tight vs. her $150/hr stated rate but is a soft concern. Score docked slightly for TikTok depth and budget tension."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS... Proven ownership of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest.",
"rationale": "Leah's paid social depth is exceptional — 20+ years of hands-on paid media execution, $2M+/month in spend managed, cross-platform fluency covering every channel this role requires. She demonstrates strategy AND execution (not just advisory). The breadth is matched by outcome-tied specificity (ROAS 4:1 at GreaterGood, ROAS 5.6 at Watches.com, 74% revenue increase). This is one of her strongest dimensions."
},
"industry_audience_relevance": {
"score": 78,
"weight": 12,
"evidence": "Fractional Head of Marketing at Three Ladders Marketing... clients across ecommerce, healthcare, lifestyle, technology and education industries. Industries listed: Marketing Agencies, Ecommerce, Apps, Services. Consumer-facing ecommerce brands (GreaterGood, Watches.com, LINA HANSON, Bad Ass Extension Cords).",
"rationale": "Leah has agency/fractional experience serving consumer-facing brands — a solid match to Modern PR's boutique digital agency model. She has worked across B2C ecommerce, lifestyle, healthcare, and education, which aligns with typical consumer PR client mix. However, no explicit boutique PR agency experience is noted, and her largest roles (GreaterGood, Three Ladders) are more performance marketing / growth than traditional PR-adjacent digital. Solid but not a perfect industry mirror."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution... Led the transition of digital advertising management in-house, ensuring seamless operations... Increased brand presence and conversions by leveraging creative assets and content, and collaborating with internal staff and designers to execute high-performing campaigns.",
"rationale": "Leah's profile consistently emphasizes personal, hands-on execution rather than delegation — she builds campaigns, develops creative strategy, manages budgets directly, and optimizes in real time. Her 8 years as a fractional operator reinforces she is an executor, not just a strategist. The SVP role at GreaterGood involved team management, but her fractional work is clearly operator-level. Strong score."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "Develop data-driven strategic plan to maximize campaign performance and engagement across diverse platforms... Consulted on user experience to improve customer acquisition by 50% and decrease acquisition cost (CAC) by 30%... Build forecasts, reports and establish key performance indicators (KPIs) and attribution models.",
"rationale": "Leah demonstrates strong strategic judgment: she builds forecasts, sets KPIs, runs attribution models, diagnoses funnel issues (CAC reduction, MER ownership), and translates business goals into multi-channel plans. Her track record of growing companies from $6M to $43M in revenue reflects sound strategic decision-making. Well-evidenced."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, LinkedIn, Pinterest... Utilize website and marketing analytics to monitor and improve real-time website and campaign performance (Google Analytics, Shopify, TripleWhale, internal proprietary tools). Email/SMS: Klaviyo.",
"rationale": "Leah's tool stack covers Meta Ads Manager, Google Ads, and TikTok Ads (the three core required platforms). She also lists programmatic/display experience. However, there is no mention of Sprout Social (the agency's reporting tool), no mention of PA11Y, and no explicit Google Ads certification or TikTok Ads Manager call-out. TripleWhale and Klaviyo are strong signals but not directly role-relevant. Moderate-high score given the core platform coverage but notable gaps in agency-specific tooling."
},
"measurement_optimization": {
"score": 88,
"weight": 6,
"evidence": "Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... Analyze data to manage benchmarks and identify new opportunities and areas to course correct. Build forecasts, reports and establish key performance indicators (KPIs) and attribution models... Accelerated gross revenue from $6 million to $43 million in four years with a return on advertising spend (ROAS) of 4:1.",
"rationale": "Leah's measurement credentials are strong: she owns KPIs (ROAS, CAC, MER, LTV), builds attribution models, develops dashboards, and iterates on campaign performance with quantified outcomes. Monthly reporting for clients is implied by her fractional work. Concrete ROAS and revenue figures substantiate the claims."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $150/hr. has_availability: true. Location: Kent, Washington, US (PST). Engagement: fractional/retainer model consistent with role.",
"rationale": "Leah is available and based in PST (compatible with agency). Her fractional model matches the retainer engagement type. However, her stated rate of $150/hr translates to $2,250–$3,000/month at 15–20 hrs/week, which is under budget — but if she works closer to full 20 hrs/week consistently, it approaches $6,000/month, potentially above the $5,000/month retainer cap. The rate tension is a moderate concern but not a hard fail. Score reflects this uncertainty."
}
},
"final_score_rationale": "Leah Lockyer scores strongly across all critical dimensions for this role. Her 20+ years of hands-on paid social execution, $2M+/month in managed paid media spend, and 8 years of fractional multi-client agency work directly address Modern PR's needs. She clears all seven HARD requirements: Meta, Google, and TikTok ads experience is documented across multiple roles; multi-client campaign management is evidenced by Three Ladders Marketing since 2018; audience segmentation, campaign architecture, and performance reporting are explicitly described with quantified outcomes; and senior autonomous execution is her primary professional identity. The biggest score drivers are functional_expertise (exceptional cross-platform paid media depth with ROAS outcomes), hands_on_execution (consistent operator positioning across 8 fractional years), and measurement_optimization (KPI ownership, attribution modeling, revenue impact figures). The primary penalties are: (1) TikTok Ads is listed but lacks campaign-count specificity for the 20+/month volume requirement; (2) Sprout Social is absent from her tool stack, creating a minor reporting tool gap; (3) her $150/hr rate creates mild budget tension with the $5,000/month retainer ceiling; and (4) no explicit AI/generative search awareness is mentioned in the profile, which is an IMPORTANT (not HARD) requirement but a notable omission for a senior role being evaluated on forward-looking awareness.",
"evidence_snippets": [
"Proven management of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest, email & SMS marketing (Klaviyo), affiliate/influencers, CTV, display / programmatic",
"Fractional Head of Marketing at Three Ladders Marketing (2018–Present): Grow sustainable customer acquisition, revenue, profit, website traffic and retention via paid and organic digital marketing channels across ecommerce, healthcare, lifestyle, technology and education industries",
"Accelerated gross revenue from $6 million to $43 million in four years with a return on advertising spend (ROAS) of 4:1; leveraged sales and marketing data to test and optimize campaign performance",
"Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS - delivering measurable leads and sales in both B2C and B2B markets",
"Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... Build forecasts, reports and establish key performance indicators (KPIs) and attribution models",
"As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution of digital marketing for both B2C and B2B brands",
"Proven management of ~$2M+/month in paid media spend... Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok, Reddit, LinkedIn... Grow sustainable customer acquisition, revenue, profit and retention via paid and organic digital marketing channels... fractional growth marketer for the last 8 years.",
"Meta, Google, TikTok listed across multiple roles; $2M+/month paid media ownership; multi-client agency/fractional context at Three Ladders Marketing since 2018; audience segmentation and campaign architecture skills explicit; monthly reporting and KPI ownership demonstrated; agency-environment autonomy across 8 years fractional work."
],
"three_rs": {
"relevance": "Highly relevant — senior paid social specialist with deep Meta, Google, and TikTok hands-on execution across multi-client fractional engagements, matching the core role requirements precisely.",
"results": "Strong outcome evidence: ROAS 4:1 scaling GreaterGood from $6M to $43M revenue, ROAS 5.6 at Watches.com with 74% revenue growth, $2M+/month paid media under management, CAC reduced 30%, 84% net profit increase at Letourneau's Pharmacy.",
"readiness": "Immediately deployable — 8 years of fractional autonomous execution means zero ramp-up needed; has operated as a peer-level expert to founders and executives throughout her career."
},
"match_reasons": [
{
"reason": "Meta, Google, and TikTok ads hands-on execution documented across multiple client engagements",
"evidence": "Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit"
},
{
"reason": "Multi-client paid media management at scale — fractional agency model since 2018",
"evidence": "Fractional Head of Marketing at Three Ladders Marketing (2018–Present) across ecommerce, healthcare, lifestyle, technology and education industries"
},
{
"reason": "Proven $2M+/month paid media spend ownership demonstrates budget management at scale exceeding role requirements",
"evidence": "Proven management of ~$2M+/month in paid media spend across all major channels"
},
{
"reason": "Senior autonomous executor — 20+ years hands-on, peer-level to founders",
"evidence": "Over 20 years of hands-on execution experience, including paid media management and lifecycle marketing"
},
{
"reason": "KPI ownership, attribution modeling, and performance reporting explicitly evidenced",
"evidence": "Build forecasts, reports and establish key performance indicators (KPIs) and attribution models. Analyze data to manage benchmarks and identify new opportunities"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"passes_all_hard": true,
"score": 81,
"summary": "Garrison Yang is a seasoned growth and paid social marketer with exceptional depth in Meta/Facebook advertising, demonstrated Google Ads experience, and confirmed TikTok platform usage. His portfolio spans DTC ecommerce, fintech, health/wellness, and SaaS — with massive daily budgets ($100K–$200K/day at Calm, $100K/day at Upstart) and documented multi-platform campaign management across Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn. He managed 10+ advertiser accounts simultaneously in Facebook's Disruptors program, satisfying multi-client management. Strategy, audience segmentation, creative direction, and performance optimization are all well-evidenced. Key gaps: no explicit mention of TikTok Ads Manager hands-on campaign execution (platform listed in tools but not called out as a primary execution channel in case studies), no mention of Sprout Social, and his rate at $80/hr (~$13,800/month at 15–20 hrs/wk) is above the $5K/month retainer budget — a meaningful soft concern. No AI/generative search awareness is explicitly evidenced. Agency-side experience is indirect (Facebook Disruptors program managing client advertisers), but the multi-client, autonomous execution profile is strong.",
"synthesis_quote": "managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth... tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Meta: 'managed a daily Facebook advertising budget between $100,000 to $200,000' at Calm; 'scaled to $100,000 per day' at Upstart. Google: listed in tools (Search Ads 360, Kenshoo, Google Analytics). TikTok: listed in tools and mentioned in Hint engagement ('Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'). Multi-client: 'leading a team that managed advertising campaigns for over 10 advertisers' via Facebook Disruptors. Budget: $80/hr rate vs $5K/month retainer is a gap.",
"rationale": "Meta and multi-platform execution are exceptionally well-evidenced. TikTok is confirmed as a used platform at Hint but lacks standalone TikTok Ads Manager campaign case-study depth. Google Ads is inferred via tools (Search Ads 360) and cross-channel references but not explicitly called out in case studies as a primary execution channel. Agency-environment experience is present via Facebook Disruptors program managing 10+ advertisers. Rate at $80/hr significantly exceeds the $5K/month retainer (which maps to ~$62/hr at 20 hrs/wk), creating a budget mismatch risk. Seniority and autonomous execution are well-demonstrated."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "'leading a team that managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million'; 'Rothy's and Curology achieving 200-300% year-over-year growth'; 'ad creative tests, designing user acquisition funnels, and optimizing web and app acquisition strategies'; 'campaign structure & budgeting, bidding optimization, retargeting, scaling ad spend' in skills list.",
"rationale": "Garrison demonstrates exceptional paid social functional depth — creative strategy, audience segmentation, campaign architecture, funnel design, and performance optimization are all evidenced with concrete outcomes across multiple high-profile clients. Skills taxonomy further confirms breadth (A/B testing, creative recommendations, customer segmentation, campaign structure & budgeting). Minor deduction for limited explicit Google Ads and TikTok Ads standalone depth."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "'Marketing Agencies' listed in industries classification; DTC ecommerce brands (Hint, Clif, Rothy's, Curology, ThredUP); consumer-facing brands across health, fitness, fintech, beauty; both B2B (SurveyMonkey) and B2C audiences confirmed.",
"rationale": "Strong consumer-facing brand experience across multiple DTC verticals directly relevant to Modern PR's client base. 'Marketing Agencies' is listed as an industry, and the Facebook Disruptors program functionally mirrors agency multi-client management. However, no explicit boutique PR/social agency employment history is cited — the closest analog is the Disruptors program. Consumer audience relevance is excellent."
},
"hands_on_execution": {
"score": 87,
"weight": 15,
"evidence": "'managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000'; 'scaled to $100,000 per day' (Upstart Facebook budget); 'spearheaded a re-engagement campaign that integrated email marketing with paid social media, successfully reclaiming 20% of churned users'; 'launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos' (Nike).",
"rationale": "Garrison is clearly a hands-on executor — daily budget management at massive scale, personal creative testing, funnel design, and campaign optimization are all evidenced. The Nike creative test across 32,000 videos and Calm's $100–200K/day management confirm deep personal execution, not just oversight. Small deduction for some case studies being written in third-person with agency-style framing that slightly blurs direct vs. team execution."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "'signal segmentation, which improved the quality of credit applicants' (Upstart); 'integrated email marketing with paid social media, successfully reclaiming 20% of churned users' (Curology); 'creating seamless funnels and compelling user experiences that effectively convert by setting context, establishing relevance, building affinity, and driving urgency'; 'refined the company's full-funnel acquisition strategy' (SurveyMonkey).",
"rationale": "Strong strategic thinking evidenced: full-funnel architecture, cross-channel integration, segmentation strategy, and audience-to-product-channel fit philosophy. Multiple examples of diagnosing problems and translating them into structured campaigns with measurable results. Well above average for strategic judgment."
},
"tool_platform_fit": {
"score": 75,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, Search Ads 360, AdEspresso, AdRoll, Doubleclick, Kenshoo, Looker, Tableau, Segment, Heap. No Sprout Social. No PA11Y.",
"rationale": "Excellent breadth of paid social and analytics tools. Meta Ads Manager is a core competency. TikTok confirmed. Google Ads ecosystem inferred via Search Ads 360, Kenshoo, Doubleclick. Programmatic tools (AdRoll, Doubleclick) partially satisfy Propellant nice-to-have. Critical gaps: no Sprout Social (important for this role's reporting workflow) and no PA11Y. Reporting tools (Looker, Tableau) are strong analogs but not the specific tools used by Modern PR."
},
"measurement_optimization": {
"score": 84,
"weight": 6,
"evidence": "'reduction in the net cost per lead by an estimated 10%... expanded the volume of leads generated by 150%' (SurveyMonkey); '200% year-over-year growth for the years 2019 and 2020' (Calm); 'positive incremental return on ad spend following user re-subscription' (Curology); 'Report building and analysis' in skills; Looker, Tableau, Google Analytics in tools.",
"rationale": "Multiple concrete performance outcomes cited across clients with specific metrics (CPL reduction, YoY growth percentages, ROAS). Strong analytics tooling (Looker, Tableau, Segment, Heap). Skills include 'campaign optimization & attribution', 'testing framework', 'A/B testing'. Monthly reporting for two clients is well within demonstrated capability. Minor deduction: no explicit mention of structured monthly client reporting deliverables."
},
"availability_budget_fit": {
"score": 50,
"weight": 4,
"evidence": "Preferred rate: $80/hr. Role budget: $5,000/month retainer (~$62/hr at 20 hrs/wk or ~$83/hr at 15 hrs/wk). Location: Monroe, WA (Pacific timezone — compatible with US-based client). has_availability: true.",
"rationale": "Geographic timezone fit is good (Pacific, US-based). Availability is confirmed. However, $80/hr rate creates a meaningful budget tension against the $5K/month retainer — at the minimum engagement hours (15 hrs/wk), the math slightly overshoots ($80 × 15 × 4.3 = ~$5,160/month), and at 20 hrs/wk it would be ~$6,880/month. The role budget is classified as HARD at $5K/month. This is a real risk that warrants flagging, though rate negotiation is possible."
}
},
"final_score_rationale": "Garrison Yang is a strong candidate whose score is driven primarily by exceptional Meta Ads execution depth (daily budgets of $100K–$200K, 200–300% YoY client growth), proven multi-client management (10+ advertisers in Facebook Disruptors), and broad paid social platform breadth including TikTok. His strategic judgment, creative direction capability, and measurement sophistication all align well with Modern PR's need for a senior, autonomous executor. The main score penalties are: (1) TikTok Ads lacks a dedicated case study — it appears as a used platform at Hint but is not the hero of any engagement; (2) Google Ads is inferred but not explicitly featured in case studies; (3) No Sprout Social experience evidenced, a key reporting tool for this role; (4) No explicit AI/generative search awareness stated (an IMPORTANT requirement); (5) The $80/hr rate meaningfully exceeds the $5K/month retainer budget (HARD requirement), though at minimum hours it's borderline. No hard fails are triggered — TikTok and Google are confirmed platforms in his stack, multi-client management is evidenced, and seniority is unambiguous — but the budget rate tension and tool gaps prevent a higher score.",
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020",
"leading a team that managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million... Rothy's and Curology achieving 200-300% year-over-year growth",
"tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn (Hint engagement)",
"scaled [Upstart's] Facebook advertising budget to $100,000 per day... implementation of signal segmentation, which improved the quality of credit applicants",
"launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos (Nike North America Performance Marketing)",
"reduction in the net cost per lead by an estimated 10%... expanded the volume of leads generated by 150% (SurveyMonkey B2B lead gen)",
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth... tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn",
"Meta: 'managed a daily Facebook advertising budget between $100,000 to $200,000' at Calm; 'scaled to $100,000 per day' at Upstart. Google: listed in tools (Search Ads 360, Kenshoo, Google Analytics). TikTok: listed in tools and mentioned in Hint engagement ('Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'). Multi-client: 'leading a team that managed advertising campaigns for over 10 advertisers' via Facebook Disruptors. Budget: $80/hr rate vs $5K/month retainer is a gap."
],
"three_rs": {
"reach": "Garrison has managed $200M+ in collective annual ad spend across 10+ advertiser accounts, with individual client daily budgets up to $200K — far exceeding Modern PR's ~$30K–$40K/month spend. Reach and scale are not a concern.",
"relevance": "Strong relevance to consumer-facing DTC brands (health, fitness, beauty, food, fintech) which maps well to Modern PR's client base. Multi-client paid social management via Facebook Disruptors mirrors an agency environment. TikTok, Meta, and programmatic are all confirmed. Gaps exist in TikTok-specific depth and Sprout Social familiarity.",
"rate": "At $80/hr, Garrison's rate is above the $5K/month retainer at 20 hrs/wk (~$6,880/month) and borderline at 15 hrs/wk (~$5,160/month). This is a meaningful friction point given the role has a HARD $5K/month budget. Rate negotiation or scope alignment would be needed."
},
"match_reasons": [
{
"reason": "Exceptional Meta Ads execution depth",
"evidence": "Managed $100K–$200K/day Facebook budget at Calm, drove 200% YoY growth; $100K/day at Upstart"
},
{
"reason": "Proven multi-client, large-scale paid campaign management",
"evidence": "Led 10+ advertiser accounts with $200M+ collective annual spend via Facebook Disruptors program"
},
{
"reason": "TikTok confirmed as active execution platform",
"evidence": "Hint engagement: 'tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'"
},
{
"reason": "Senior autonomous executor — no hand-holding needed",
"evidence": "Managed strategy, creative testing, audience segmentation, and full-funnel optimization independently across all engagements"
},
{
"reason": "Strong measurement and performance reporting",
"evidence": "CPL reduction 10% + 150% lead volume growth (SurveyMonkey); ROAS tracking and incremental attribution (Curology); tools: Looker, Tableau, Google Analytics"
},
{
"reason": "Consumer-facing brand and agency-adjacent experience",
"evidence": "DTC clients: Calm, Hint, Clif, Rothy's, Curology, ThredUP; 'Marketing Agencies' listed as industry classification"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"passes_all_hard": true,
"score": 74,
"summary": "David Lorango is a multi-channel paid media operator with hands-on experience across Meta, Google Ads, and TikTok Ads — satisfying all three HARD channel requirements. His work at Glas Water explicitly covers all three platforms with large budgets, and Foreign Waters confirms Meta and Google Ads execution. He lists agency management as a skill and has worked across multiple simultaneous client/brand engagements. He shows strong DTC/consumer brand relevance across CPG, beverage, beauty, and ecommerce verticals. His rate at $75/hr implies roughly $5,400–$6,000/month at 15–20 hrs/week, sitting slightly above the $5,000/month hard budget, which is a soft risk. Weaknesses include no explicit mention of TikTok Ads in a multi-client agency context (most experience is brand-side), no mention of Sprout Social, PA11Y, or Propellant, limited evidence of formal monthly performance reporting deliverables for multiple clients, and no bio to anchor seniority claims. The profile is strong on execution breadth but thin on agency-side multi-client management proof and reporting rigor.",
"synthesis_quote": "Execute on all paid media campaigns for Meta, Google and TikTok with large budgets... Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives... Within three months scaled the business to over 7 figures with a small budget",
"weighted_scores": {
"hard_requirements_fit": {
"score": 72,
"weight": 25,
"evidence": "Glas Water: 'Execute on all paid media campaigns for Meta, Google and TikTok with large budgets.' Foreign Waters: 'Managed and optimized Meta advertising campaigns... Launched and managed Google Ads campaigns.' Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads.' Agency management listed as skill.",
"rationale": "All three HARD channel requirements (Meta, Google, TikTok) are evidenced with hands-on execution language. Multi-client campaign management is partially supported by running multiple concurrent brand engagements and 'agency management' skill tag. However, most work appears brand-side (Head of Marketing, Fractional CMO) rather than inside a digital agency managing 20+ campaigns across a portfolio of external clients simultaneously. Performance reporting for two clients monthly is not explicitly documented. Senior/autonomous execution is plausible but no bio anchors it. Budget at $75/hr may exceed $5K/month retainer at 15–20 hrs/week, creating a soft risk on req_008."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Glas Water: 'Created and managed creative testing frameworks across static, video, UGC, and partnership-based content.' Foreign Waters: 'Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max.' Scandinavian Biolabs: 'spend about EUR 800k per month on google and Meta ads.'",
"rationale": "Strong breadth across paid social and paid search channels with concrete campaign types named (Search, Shopping, PMax, TikTok acquisition, Meta DR). Creative strategy and audience targeting referenced explicitly. Scale evidence is strong (EUR 800k/mo, 7-figure DTC in 3 months). Depth on audience segmentation and campaign architecture is plausible but not deeply documented — no explicit mention of lookalike structures, custom audiences, or campaign taxonomy. Functional expertise is real but not exhaustively proven at the senior specialist level the role demands."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Work history spans CPG beverage (Everyday Beverage, Foreign Waters), DTC ecommerce (Scandinavian Biolabs, NOON.WORLD), consumer brands (Glas Water, Get W). Sub-industries listed include Beauty, Skincare, Supplements, Food, Beverage, DTC, Consumer Packaged Goods.",
"rationale": "Excellent consumer-facing brand coverage across DTC, CPG, beverage, and beauty — highly relevant to Modern PR's boutique agency serving consumer brands. B2C motion is consistent throughout. Agency-side experience (managing external client accounts) is implied by 'agency management' skill and multiple simultaneous brand engagements but not explicitly documented as working inside an agency on behalf of external clients."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "Glas Water: 'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram.' Foreign Waters: 'Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling.' Everyday Beverage: 'Build/restructure accounts, run daily bid & audience optimisation.'",
"rationale": "Execution language is strong and consistent — 'built,' 'launched,' 'managed,' 'optimized,' 'daily bid & audience optimisation.' Creative testing frameworks, UGC ad production, and performance tracking are referenced. The Fractional CMO and Head of Marketing titles suggest some leadership/oversight layer, but execution language throughout profiles is hands-on. Score is solid but not exceptional given the seniority titles that could imply delegation."
},
"strategy_and_judgment": {
"score": 74,
"weight": 10,
"evidence": "Glas Water: 'Developed and executed the go-to-market strategy to position GLAS as a premium boxed water brand within luxury, hospitality, wellness, and lifestyle channels.' Get W: 'Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group.'",
"rationale": "GTM strategy development, channel prioritization, and creative testing frameworks demonstrate strategic thinking. The 400% lift with geotargeted campaigns and 22% Walmart lift show outcome-tied judgment. However, the brief requires translating strategy into a multi-client paid social plan with campaign architecture depth — this is plausible but not explicitly demonstrated in an agency/multi-client context."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, Canva, A/B testing tools, Email tools (Klaviyo), Shopify. No mention of Sprout Social, PA11Y, or Propellant in profile.",
"rationale": "Core ad platforms (Meta, Google, TikTok) are confirmed via work history and tool tags. GA, GTM, and Klaviyo are relevant for attribution and lifecycle. However, Sprout Social (measurement/reporting — IMPORTANT) and PA11Y (content scheduling — PREFERRED) are absent from the profile. Propellant is not mentioned. The tool stack is functional but misses key agency tools Jennifer's team actively uses."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "Glas Water: 'Created and managed creative testing frameworks across static, video, UGC, and partnership-based content.' Foreign Waters: 'Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting.' Get W: 'driving 400% lift compared to the control group... 22% lift in Walmart from the previous month.'",
"rationale": "KPI tracking, performance reporting, and creative testing are referenced with some outcome metrics. Foreign Waters mentions budget allocation and growth forecasting. Lift metrics are cited but attribution methodology is not described. No mention of monthly client reporting cadence, dashboard construction, or formal reporting deliverables for multiple clients simultaneously — a specific hard requirement of this role."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $75/hr. At 15–20 hrs/week, this implies $4,500–$6,000/month. Has availability listed as true. Location: Alexandria, Virginia (EST timezone — compatible with US-based client).",
"rationale": "Has availability. US timezone is compatible. However, $75/hr at the role's stated 15–20 hrs/week implies a monthly cost range of roughly $4,500–$6,000, straddling the $5,000/month hard budget. If managed at the lower end of hours (~16–17 hrs/week) it lands near $5,000, but there's budget exposure risk. This is a soft concern but worth flagging."
}
},
"final_score_rationale": "David Lorango scores ~76/100. His strongest contributions come from confirmed hands-on experience across all three HARD channel requirements (Meta, Google, TikTok), strong consumer/DTC industry relevance, and genuine execution depth with named campaign types and outcome metrics. The biggest score drivers are functional_expertise (strong multi-platform paid media breadth with scale evidence), hands_on_execution (consistent 'built/managed/optimized' language), and industry_audience_relevance (deep consumer CPG/DTC background). The main penalties are: (1) most experience is brand-side rather than inside a digital agency managing a portfolio of external client accounts simultaneously — the core agency/multi-client context is underproven; (2) no evidence of Sprout Social or other agency tools Jennifer's team uses; (3) no explicit monthly client reporting deliverables documented; (4) rate at $75/hr sits at or slightly above the $5K/month budget depending on hours worked; (5) no bio to anchor seniority claims. He passes all HARD requirements on the channel, skill, and seniority dimensions but with some gaps in the agency-side multi-client management proof that the role specifically demands.",
"evidence_snippets": [
"Execute on all paid media campaigns for Meta, Google and TikTok with large budgets. Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives.",
"Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling. Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max initiatives.",
"Within three months scaled the business to over 7 figures with a small budget (Glas Water).",
"Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group (Get W).",
"Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting (Foreign Waters).",
"Spend about EUR 800k per month on google and Meta ads... objective is to cross EUR 30m in revenue in 2026 (Scandinavian Biolabs).",
"Execute on all paid media campaigns for Meta, Google and TikTok with large budgets... Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives... Within three months scaled the business to over 7 figures with a small budget",
"Glas Water: 'Execute on all paid media campaigns for Meta, Google and TikTok with large budgets.' Foreign Waters: 'Managed and optimized Meta advertising campaigns... Launched and managed Google Ads campaigns.' Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads.' Agency management listed as skill."
],
"three_rs": {
"relevant": "Hands-on Meta, Google, and TikTok Ads execution across multiple consumer DTC brands; creative testing frameworks; strong consumer CPG/beverage/beauty industry alignment; B2C audience expertise; performance outcome metrics cited.",
"risks": "Most experience is brand-side (Head of Marketing, Fractional CMO) rather than inside a digital agency managing 20+ campaigns across multiple external client accounts simultaneously; no Sprout Social or PA11Y evidence; no formal monthly client reporting cadence documented; $75/hr rate may strain $5K/month budget at full hours.",
"red_flags": "No bio recorded — seniority and autonomy claims rest entirely on job titles and brief work descriptions. Multiple current simultaneous engagements (5+ active roles) may signal bandwidth constraints at the 15–20 hrs/week this role requires."
},
"match_reasons": [
{
"reason": "Confirmed hands-on Meta Ads execution",
"evidence": "Glas Water: 'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram.' Foreign Waters: 'including creative strategy, audience targeting, testing, and scaling.'"
},
{
"reason": "Confirmed hands-on Google Ads execution",
"evidence": "Foreign Waters & Glas Water: 'Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max initiatives.'"
},
{
"reason": "Confirmed hands-on TikTok Ads execution",
"evidence": "Glas Water: 'Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives.'"
},
{
"reason": "Strong consumer/DTC industry relevance",
"evidence": "Work history spans CPG beverage, DTC ecommerce, beauty, skincare — directly matching Modern PR's consumer-facing brand client base."
},
{
"reason": "High-scale paid media budget management",
"evidence": "Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads' — well above the role's $30K–$40K/month spend level, demonstrating ability to manage significant budgets."
},
{
"reason": "Agency management skill listed",
"evidence": "Profile skills include 'Agency management' — supporting autonomous operation in an agency environment context."
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"passes_all_hard": false,
"score": 59,
"summary": "Roxane Chabassier is a genuinely strong paid social practitioner with impressive scale credentials — managing nearly $1M/month in paid media at Larroudé across Meta, TikTok, and Google, maintaining 5x ROAS. Her tool profile includes Meta, TikTok, Google Analytics, Sprout Social, and AdEspresso, and her skills list covers campaign architecture, audience segmentation, A/B testing, creative strategy, and performance reporting. She has agency and multi-client exposure. However, critical gaps prevent a hard-requirement pass: (1) Google Ads hands-on campaign execution is not explicitly confirmed — her tools list shows Google Analytics but not Google Ads as a distinct ad platform, and her profile narratives do not explicitly cite Google Ads campaign management; (2) TikTok Ads as a dedicated paid ad platform (vs. TikTok presence/GMV ads) is referenced but the depth is ambiguous for agency multi-client management; (3) there is zero explicit mention of agency environment work or managing 20+ campaigns per month across multiple client accounts simultaneously — most of her roles appear to be brand-side or single-client engagements; (4) her $60/hr rate translates to ~$4,800–$9,600/month depending on hours (15–20 hrs/week = $3,600–$4,800/month), which sits at or slightly below the $5K/month budget at 20 hrs/week, creating a marginal budget risk. The lack of confirmed multi-client agency background and unambiguous Google Ads execution evidence are the primary disqualifying gaps for this role.",
"synthesis_quote": "Roxane supported Larroudé's rapid growth by managing nearly $1M/month in paid media across Meta, TikTok, and Google. She strengthened creative testing, improved budget efficiency, and partnered with the CEO and in-house studio to scale high-performing ads while maintaining the brand's 5x ROAS.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Meta Ads confirmed; TikTok Ads referenced (GMV ads, LolaVie); 'Google' mentioned at Larroudé but Google Ads Manager execution not explicitly confirmed; no agency multi-client campaign management (20+ campaigns/month) evidence; no explicit mention of agency environment",
"rationale": "Meta and TikTok paid experience is reasonably evidenced, but Google Ads as a distinct hands-on platform is ambiguous. The multi-client agency requirement (req_005, req_009) is unmet — all engagements appear single-client brand-side. These are HARD requirements and their absence significantly depresses this score."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Managing nearly $1M/month in paid media across Meta, TikTok, and Google; 5x ROAS sustained; skills include campaign structure & budgeting, campaign optimization & attribution, creative strategy, scaling ad spend, pixel setup, retargeting, A/B testing",
"rationale": "Strong functional depth in paid social and paid media broadly. Creative strategy, audience segmentation, and performance optimization are all well-evidenced. Loses points for the Google Ads ambiguity and lack of explicit TikTok Ads Manager depth in agency context."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Marketing Agencies, Ecommerce, Apparel, Fashion, Consumer Packaged Goods; sub-industries include Celebrity Brands (LolaVie), Fashion (Larroudé); B2C consumer-facing brand experience is strong",
"rationale": "Good consumer-brand fit — Larroudé and LolaVie are consumer-facing brands that align with Modern PR's client base. Marketing Agencies is listed as an industry but no explicit agency-side (working for an agency) client management is confirmed in the work history. Partial credit for consumer brand relevance."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "Managed paid media for EasyDerm 'restructuring targeting, creative, and tracking'; at Larroudé 'managing nearly $1M/month in paid media across Meta, TikTok, and Google'; UGC management, pixel setup, new account set up all listed as executed skills",
"rationale": "Clear evidence of hands-on execution — personally building, optimizing, and managing campaigns at scale. HIPAA-compliance restructuring at EasyDerm and solo brand-level paid media management at Larroudé are strong operator signals. Penalized slightly for no agency multi-client simultaneous execution evidence."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Creative strategy/direction, campaign structure & budgeting, disciplined testing framework at Larroudé; refined audience strategy and cross-channel demand capture at LolaVie; HIPAA-compliant account restructuring at EasyDerm showing diagnostic judgment",
"rationale": "Solid strategic signals — audience refinement, creative testing discipline, cross-channel demand capture, and compliance-aware restructuring all demonstrate strategic judgment. Not enough explicit evidence of agency-level multi-client prioritization or planning."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Sprout Social, AdEspresso, Google Analytics, A/B testing tools; Sprout Social explicitly listed in tools; Google Ads platform not explicitly listed (Google Analytics is different); no mention of TikTok Ads Manager as a distinct tool",
"rationale": "Sprout Social is confirmed — a meaningful match. Meta Ads (Facebook/Instagram) and TikTok are listed. However, Google Ads Manager is not explicitly in her tools list (Google Analytics is present, not Google Ads). PA11Y and Propellant are absent, though those are preferred. Missing Google Ads Manager is a notable gap."
},
"measurement_optimization": {
"score": 76,
"weight": 6,
"evidence": "Skills: analytics and reporting, campaign optimization & attribution, A/B testing, email marketing analytics; sustained 5x ROAS at Larroudé through 'disciplined testing'; Sprout Social listed for measurement/reporting",
"rationale": "Strong measurement orientation — attribution, A/B testing, ROAS tracking, and Sprout Social reporting are all evidenced. No explicit mention of monthly client performance reporting deliverables or multi-client reporting cadence, which the role specifically requires."
},
"availability_budget_fit": {
"score": 65,
"weight": 4,
"evidence": "Preferred hourly rate $60/hr; has_availability: true; located in Los Angeles (US timezone); 15–20 hrs/week at $60/hr = $3,600–$4,800/month, slightly below $5K/month ceiling but tight at upper end",
"rationale": "Available and US-based (LA timezone). Rate at 20 hrs/week ($4,800) comes in just under the $5K/month budget, which works but leaves little room. Active engagements at multiple companies simultaneously (Larroudé, LolaVie, EasyDerm, UFactory, etc.) raise a bandwidth concern for a 15–20 hr/week commitment to a new client."
}
},
"final_score_rationale": "Roxane's raw paid media capability is strong — $1M/month in media spend managed at 5x ROAS, Meta/TikTok/Google exposure, Sprout Social in her stack, and genuine creative + measurement skills. However, two HARD requirement failures drive the overall score down materially: (1) Google Ads hands-on execution is not explicitly confirmed — her tools list shows Google Analytics, not Google Ads Manager, and narratives say \"Google\" without specifying Google Ads campaign management; (2) multi-client agency environment experience is absent — all visible engagements are single-client brand-side roles, not the simultaneous 20+ campaign management across multiple client accounts an agency demands. A third concern is bandwidth: she currently holds 6+ simultaneous active engagements, raising questions about capacity for another 15–20 hr/week commitment. These gaps, especially the agency multi-client execution requirement (req_005, req_009) and Google Ads ambiguity (req_002), are HARD fails that prevent a strong recommendation despite her evident paid media talent.",
"evidence_snippets": [
"Managing nearly $1M/month in paid media across Meta, TikTok, and Google... maintaining the brand's 5x ROAS (Larroudé)",
"Managed paid media for EasyDerm... restructuring targeting, creative, and tracking to keep regulated medical accounts approved and scaling without policy violations",
"Roxane led paid social, paid search, influencer marketing, and TikTok GMV ads for LolaVie... refined audience strategy, strengthened creator partnerships, and optimized cross-channel demand capture",
"Tools listed: Facebook, Instagram, TikTok, Sprout Social, AdEspresso, Google Analytics — Google Ads Manager not explicitly listed",
"Skills: campaign structure & budgeting, campaign optimization & attribution, scaling ad spend, pixel setup, retargeting, A/B testing, creative strategy/direction",
"Preferred hourly pay rate: $60/hr; has_availability: true; located in Los Angeles, California, US",
"Roxane supported Larroudé's rapid growth by managing nearly $1M/month in paid media across Meta, TikTok, and Google. She strengthened creative testing, improved budget efficiency, and partnered with the CEO and in-house studio to scale high-performing ads while maintaining the brand's 5x ROAS.",
"Meta Ads confirmed; TikTok Ads referenced (GMV ads, LolaVie); 'Google' mentioned at Larroudé but Google Ads Manager execution not explicitly confirmed; no agency multi-client campaign management (20+ campaigns/month) evidence; no explicit mention of agency environment"
],
"three_rs": {
"relevant": "Roxane has deep paid social execution experience at significant scale ($1M/month, 5x ROAS at Larroudé), confirmed Meta and TikTok paid media work, Sprout Social in her stack, strong creative strategy and audience segmentation skills, and consumer brand industry alignment.",
"risks": "Google Ads Manager is not explicitly confirmed as a hands-on platform (only Google Analytics appears in tools); no agency multi-client environment evidence — all roles appear brand-side single-client; currently juggling 6+ simultaneous engagements raising bandwidth concerns; no explicit 20+ campaigns/month multi-client management evidence.",
"recommendation": "Do not advance without clarification on: (1) explicit Google Ads campaign management experience with examples, (2) any prior agency-side or simultaneous multi-client campaign management experience, and (3) bandwidth given current portfolio of active engagements. If she can confirm these, she becomes a competitive candidate."
},
"match_reasons": [
{
"reason": "Paid media at major scale: managed ~$1M/month across Meta, TikTok, and Google at Larroudé while sustaining 5x ROAS — demonstrates the spend management and optimization rigor this role demands ($30K–$40K/month).",
"evidence": "Scaling $1M/month in paid media with disciplined testing, driving efficient growth while sustaining 5x ROAS."
},
{
"reason": "Sprout Social confirmed in tools stack — directly matches the agency's reporting tool requirement.",
"evidence": "Sprout Social listed in candidate tools."
},
{
"reason": "Consumer-facing brand experience across Fashion, Celebrity Brands, Healthcare, and Ecommerce aligns with Modern PR's boutique agency client profile.",
"evidence": "Sub-industries: Celebrity Brands (LolaVie), Fashion (Larroudé), Healthcare/Dermatology (EasyDerm)."
},
{
"reason": "Hands-on creative strategy, audience segmentation, and campaign architecture skills are all explicitly listed and evidenced in narratives.",
"evidence": "Skills: creative strategy/direction, campaign structure & budgeting, campaign optimization & attribution, audience segmentation."
}
],
"hard_fail_reasons": [
"req_002 (Google Ads — HARD): Google Ads Manager is not explicitly listed in her tools (Google Analytics is present, which is a measurement tool, not an ad buying platform). Work narratives reference 'Google' but do not confirm hands-on Google Ads campaign management. This HARD requirement cannot be confirmed from profile evidence.",
"req_005 (Multi-Client Campaign Management — HARD): No evidence of simultaneously managing 20+ campaigns per month across multiple client accounts. All visible roles appear to be single-client brand-side engagements, not agency-style multi-client campaign management.",
"req_009 (Agency Environment — HARD): While 'Marketing Agencies' is listed as an industry classification, no work history entry confirms she has operated within a digital marketing agency managing multiple client accounts. All work history entries appear to be direct brand engagements."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "amberb215_at_gmail_com",
"email": "amberb215@gmail.com",
"name": "Amber Williams",
"passes_all_hard": false,
"score": 59,
"summary": "Amber Williams is a strong paid social practitioner with 10+ years of hands-on experience in Meta and has notable TikTok ad management (Vuori, $350K+ spend on Meta & TikTok), agency background (Wpromote, Huge Agency), and impressive performance results (5.5+ ROAS, 1607% revenue lift). However, she fails two critical HARD requirements: there is no evidence of Google Ads hands-on experience in her profile (despite \"Google Analytics\" being listed, no Google Ads/Search/PMax campaign management is cited), and no evidence of managing 20+ campaigns/month across multiple simultaneous client accounts in a structured agency reporting context. Her tool stack is also missing TikTok Ads Manager as a named platform and Google Ads as an explicit tool. Sprout Social is present, which is a plus. Her rate at $50/hr (~$8,000/month full-time) likely exceeds the $5K/month retainer budget for 15–20 hrs/week (~$3,000–$4,000/month), though this is a softer concern. The Google Ads gap is the most critical disqualifier for this role.",
"synthesis_quote": "Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months... Managed over $350k in Ad spend across Meta and TikTok.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Strong Meta evidence (Wpromote, Vuori $350K Meta+TikTok, Vici $250K+, Goodstuffjuices Facebook/Instagram). TikTok noted at Vuori. However, Google Ads is not listed as a tool and no Google Ads campaign management is explicitly cited — only 'Google Analytics' and 'GA ROAS' references. No evidence of managing 20+ simultaneous campaigns across multiple client accounts monthly.",
"rationale": "req_001 (Meta): PASSES — strong multi-account Meta evidence. req_002 (Google Ads): FAILS — 'GA ROAS' likely means Google Analytics-measured ROAS, not Google Ads management; Google Ads is absent from tool list. req_003 (TikTok Ads): PARTIAL — TikTok mentioned at Vuori, but TikTok Ads Manager not listed as a tool. req_004 (Senior/Peer): PASSES — 10+ years, led media buyer teams, autonomous execution. req_005 (20+ campaigns/month multi-client): UNCONFIRMED — Wpromote work across JohnnyWas/Krewe/Vuori suggests multi-client, but no explicit 20+ campaign/month cadence stated. req_009 (Agency): PASSES — Wpromote and Huge Agency experience confirmed. Two hard requirement failures (Google Ads, confirmed 20+ campaign volume) force a low score."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Scaled Goodstuffjuices from $2.4K to $15K/month ad spend, achieving 1607% revenue growth and 871% purchase increase. Led paid media at Frye Boots to 100% YoY GA4 revenue growth. Skills include campaign structure & budgeting, retargeting, pixel setup, A/B testing, scaling ad spend.",
"rationale": "Deep, quantified paid social expertise on Meta is clear and credible with strong ROAS and revenue outcomes. TikTok experience is present but less detailed. Google Ads functional expertise is absent from the profile. Creative strategy, audience segmentation, and performance optimization are all evidenced. Score capped due to Google Ads gap."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "Agency experience at Wpromote and Huge Agency serving consumer-facing brands (Vuori, JohnnyWas, Krewe Eyewear). Industry classifications include Marketing Agencies, Ecommerce. Subindustries span apparel, beauty, food, fitness — consumer-facing brands matching Modern PR's client base.",
"rationale": "Strong agency-side and consumer-brand experience directly aligned with Modern PR's boutique agency model and consumer-facing client portfolio. Multi-brand, multi-vertical experience is a genuine match."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Personally managed $250K+ budgets at Vici, $400K+ at Frye, $350K+ across Meta and TikTok at Vuori. Executed rapid-fire creative testing, pixel setup, audience segmentation, and daily optimization for Goodstuffjuices over multiple years.",
"rationale": "Profile is operator-heavy — she personally runs campaigns, builds ad structures, manages media buyers, and delivers results. Not a delegator. Strong hands-on signal across multiple engagements."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Drove Vici's highest revenue weekend by aligning cross-channel strategy with industry insights and competitive benchmarking. Launched sister brand Frye & Co. from $0 to $170K in 5 months. Implemented rapid-fire testing strategy at Goodstuffjuices.",
"rationale": "Demonstrates strategic judgment in budget forecasting, cross-channel alignment, brand launch sequencing, and test-and-learn methodology. Peer-level strategic thinking is evidenced, though mostly within Meta/ecommerce contexts."
},
"tool_platform_fit": {
"score": 52,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, Sprout Social, Google Analytics, Google Tag Manager, Canva, Hootsuite, Later, Photoshop, Excel/Sheets. Sprout Social confirmed. Google Ads and TikTok Ads Manager are absent from the tool list.",
"rationale": "Sprout Social match is a positive. Meta Ads Manager implied via Facebook/Instagram. Google Ads is explicitly absent — a critical platform for this role. TikTok Ads Manager not listed. PA11Y not mentioned. Significant tool gaps against the role's explicit requirements."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "Delivered reporting to stakeholders at Vici. Tracked CPC (-28%), CPA (-58%), ROAS (5.5+), revenue lift (1607%) at Goodstuffjuices. GA4 revenue tracking at Frye. Campaign optimization & attribution listed as a core skill.",
"rationale": "Strong evidence of KPI ownership, performance iteration, and reporting across client accounts. Quantified outcomes demonstrate meaningful optimization capability. Stakeholder reporting experience aligns with monthly client report requirement."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "Preferred hourly rate: $50/hr. At 15–20 hrs/week, this equates to roughly $3,000–$4,000/month — within the $5K retainer budget. However, Amber currently holds two active roles (Vici Collection and Frye Boots, both listed as present), raising real availability concerns.",
"rationale": "Rate math is workable at the low end of hours, but two concurrent active engagements listed as 'Present' significantly undercut availability confidence for an ASAP start requiring 15–20 hrs/week. Location (Dallas, TX) is US-based — no timezone issue."
}
},
"final_score_rationale": "Amber's weighted score is pulled down primarily by two hard requirement failures: (1) No evidence of Google Ads hands-on campaign management — Google Ads is absent from her tool list, and references to \"GA ROAS\" most likely indicate Google Analytics measurement rather than Google Ads execution. This is the most critical gap for a role requiring senior Google Ads ownership. (2) Multi-client 20+ campaign/month volume management is not explicitly confirmed — Wpromote suggests multi-client exposure, but no structured campaign cadence is evidenced. TikTok Ads Manager is also absent from her tool list, weakening req_003. These failures trigger passes_all_hard=false and suppress the hard_requirements_fit dimension score significantly. Offsetting strengths include exceptional Meta paid social depth with quantified results (1607% revenue growth, 5.5+ ROAS), genuine agency-side experience (Wpromote, Huge Agency), strong hands-on operator profile, and Sprout Social tool match. Without Google Ads evidence, she cannot be considered a full fit for this role despite her otherwise strong paid social pedigree.",
"evidence_snippets": [
"Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months. Led 2 media buyers, managing $250K+ budgets, forecasting spend, and delivering reporting to stakeholders.",
"Managed over $350k in Ad spend across Meta and TikTok. [Vuori Clothing, via Huge Agency]",
"Revenue from social media ads increased by an exceptional 1607.43%... purchases increased by an impressive 871.43%... CPA decreased by -58.82% [Goodstuffjuices]",
"Led performance marketing team to drive 100% YoY GA4 revenue growth for Frye's paid channels. Launched sister brand Frye & Co., achieving revenue growth from $0 to over $170K in revenue within five months.",
"Tools listed: Facebook, Instagram, Sprout Social, Google Analytics, Google Tag Manager — Google Ads and TikTok Ads Manager absent from tool list.",
"Paid Social Media for www.johnnywas.com while I was contracted at Wpromote. [Multi-client agency context confirmed]",
"Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months... Managed over $350k in Ad spend across Meta and TikTok.",
"Strong Meta evidence (Wpromote, Vuori $350K Meta+TikTok, Vici $250K+, Goodstuffjuices Facebook/Instagram). TikTok noted at Vuori. However, Google Ads is not listed as a tool and no Google Ads campaign management is explicitly cited — only 'Google Analytics' and 'GA ROAS' references. No evidence of managing 20+ simultaneous campaigns across multiple client accounts monthly."
],
"three_rs": {
"risks": [
"Google Ads experience is absent from both tool list and work history descriptions — this is a HARD requirement and the most critical gap.",
"TikTok Ads Manager not listed as a tool; TikTok experience at Vuori is mentioned but underdetailed.",
"Currently holds two active roles (Vici + Frye), raising real availability questions for an ASAP 15–20 hr/week engagement.",
"No explicit evidence of managing 20+ simultaneous campaigns/month across multiple clients in a structured cadence."
],
"rewards": [
"Exceptional Meta paid social depth with multi-year, multi-account, quantified performance outcomes (1607% revenue lift, 5.5+ ROAS, $250K–$400K+ spend managed).",
"Genuine agency experience at Wpromote and Huge Agency serving consumer-facing brands — directly relevant to Modern PR's environment.",
"Sprout Social listed as a tool — matches the agency's reporting stack.",
"Strong hands-on operator profile: personally executes campaigns, pixel setup, creative testing, audience segmentation, and stakeholder reporting."
],
"recommendations": [
"Screen specifically for Google Ads campaign management experience — ask for examples of Google Search, Performance Max, or Shopping campaign ownership.",
"Verify TikTok Ads Manager hands-on experience with specific campaign examples and spend levels.",
"Clarify current availability given two active engagements listed as 'Present' before advancing.",
"Confirm ability to manage 20+ simultaneous campaigns across multiple client accounts monthly."
]
},
"match_reasons": [
{
"reason": "Strong Meta paid social expertise with quantified results across multiple accounts and agencies",
"evidence": "Managed $250K–$400K+ in Meta ad spend; 5.5+ ROAS at Vici; 1607% revenue growth at Goodstuffjuices"
},
{
"reason": "Agency-side experience at Wpromote and Huge Agency serving consumer-facing brands",
"evidence": "Paid Social for JohnnyWas, Krewe Eyewear, Vuori Clothing while contracted at Wpromote and Huge Agency"
},
{
"reason": "Sprout Social tool match for reporting requirement",
"evidence": "Sprout Social listed in candidate tool stack"
},
{
"reason": "Hands-on operator with stakeholder reporting experience",
"evidence": "Delivering reporting to stakeholders at Vici; monthly performance metrics tracked across all engagements"
},
{
"reason": "Broad consumer-brand and ecommerce industry alignment",
"evidence": "Industries: Ecommerce, Marketing Agencies; subindustries span apparel, beauty, food, fitness — matching Modern PR's consumer-facing client base"
}
],
"hard_fail_reasons": [
"req_002 FAIL — Google Ads: No Google Ads campaign management is evidenced in work history or tool list. 'Google Analytics' and 'GA ROAS' references indicate measurement/attribution tools, not Google Ads platform ownership. Google Ads is a HARD requirement for this role.",
"req_003 PARTIAL FAIL — TikTok Ads: TikTok spend at Vuori is mentioned ($350K across Meta and TikTok), but TikTok Ads Manager is absent from the tool list and no standalone TikTok Ads campaign details are provided, making senior TikTok Ads ownership unverifiable from profile alone.",
"req_005 UNCONFIRMED — Multi-client 20+ campaign/month management: No explicit evidence of managing 20+ active campaigns per month across multiple simultaneous client accounts in a structured cadence. Agency context is present but the specific volume requirement is unverified."
]
}
],
"top_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "leah_lockyer_at_gmail_com",
"email": "leah.lockyer@gmail.com",
"name": "Leah Lockyer",
"passes_all_hard": true,
"score": 84,
"summary": "Leah Lockyer is a highly experienced fractional growth and paid social marketer with 20+ years of hands-on execution across Meta, Google, TikTok, and programmatic channels. She has managed up to $2M+/month in paid media spend across multiple clients in an agency/fractional context, demonstrating deep fluency in audience segmentation, campaign architecture, and performance reporting. Her multi-client, multi-platform execution history at Three Ladders Marketing (fractional head of marketing since 2018) and Bad Ass Extension Cords directly maps to Modern PR's needs. She clears all seven HARD requirements with strong evidence. The primary gaps are: no explicit mention of TikTok Ads *managed directly for agency clients* at campaign-count scale (though TikTok is listed across multiple roles), no specific mention of Sprout Social, and her rate ($150/hr ≈ $6,000–$9,000/month at 10–15 hrs/week) may exceed the $5,000/month retainer budget, which is the only notable soft-fit concern.",
"synthesis_quote": "Proven management of ~$2M+/month in paid media spend... Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok, Reddit, LinkedIn... Grow sustainable customer acquisition, revenue, profit and retention via paid and organic digital marketing channels... fractional growth marketer for the last 8 years.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 85,
"weight": 25,
"evidence": "Meta, Google, TikTok listed across multiple roles; $2M+/month paid media ownership; multi-client agency/fractional context at Three Ladders Marketing since 2018; audience segmentation and campaign architecture skills explicit; monthly reporting and KPI ownership demonstrated; agency-environment autonomy across 8 years fractional work.",
"rationale": "Leah satisfies all 7 HARD requirements with strong but not exceptional specificity. Meta and Google are concretely evidenced with ROAS and revenue outcomes. TikTok is listed in multiple roles but without a campaign-count or client-specific deep dive. Multi-client management is clearly demonstrated via Three Ladders. Performance reporting is evidenced. Senior autonomous execution is well-documented. Budget ($5K/month retainer) is tight vs. her $150/hr stated rate but is a soft concern. Score docked slightly for TikTok depth and budget tension."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS... Proven ownership of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest.",
"rationale": "Leah's paid social depth is exceptional — 20+ years of hands-on paid media execution, $2M+/month in spend managed, cross-platform fluency covering every channel this role requires. She demonstrates strategy AND execution (not just advisory). The breadth is matched by outcome-tied specificity (ROAS 4:1 at GreaterGood, ROAS 5.6 at Watches.com, 74% revenue increase). This is one of her strongest dimensions."
},
"industry_audience_relevance": {
"score": 78,
"weight": 12,
"evidence": "Fractional Head of Marketing at Three Ladders Marketing... clients across ecommerce, healthcare, lifestyle, technology and education industries. Industries listed: Marketing Agencies, Ecommerce, Apps, Services. Consumer-facing ecommerce brands (GreaterGood, Watches.com, LINA HANSON, Bad Ass Extension Cords).",
"rationale": "Leah has agency/fractional experience serving consumer-facing brands — a solid match to Modern PR's boutique digital agency model. She has worked across B2C ecommerce, lifestyle, healthcare, and education, which aligns with typical consumer PR client mix. However, no explicit boutique PR agency experience is noted, and her largest roles (GreaterGood, Three Ladders) are more performance marketing / growth than traditional PR-adjacent digital. Solid but not a perfect industry mirror."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution... Led the transition of digital advertising management in-house, ensuring seamless operations... Increased brand presence and conversions by leveraging creative assets and content, and collaborating with internal staff and designers to execute high-performing campaigns.",
"rationale": "Leah's profile consistently emphasizes personal, hands-on execution rather than delegation — she builds campaigns, develops creative strategy, manages budgets directly, and optimizes in real time. Her 8 years as a fractional operator reinforces she is an executor, not just a strategist. The SVP role at GreaterGood involved team management, but her fractional work is clearly operator-level. Strong score."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "Develop data-driven strategic plan to maximize campaign performance and engagement across diverse platforms... Consulted on user experience to improve customer acquisition by 50% and decrease acquisition cost (CAC) by 30%... Build forecasts, reports and establish key performance indicators (KPIs) and attribution models.",
"rationale": "Leah demonstrates strong strategic judgment: she builds forecasts, sets KPIs, runs attribution models, diagnoses funnel issues (CAC reduction, MER ownership), and translates business goals into multi-channel plans. Her track record of growing companies from $6M to $43M in revenue reflects sound strategic decision-making. Well-evidenced."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, LinkedIn, Pinterest... Utilize website and marketing analytics to monitor and improve real-time website and campaign performance (Google Analytics, Shopify, TripleWhale, internal proprietary tools). Email/SMS: Klaviyo.",
"rationale": "Leah's tool stack covers Meta Ads Manager, Google Ads, and TikTok Ads (the three core required platforms). She also lists programmatic/display experience. However, there is no mention of Sprout Social (the agency's reporting tool), no mention of PA11Y, and no explicit Google Ads certification or TikTok Ads Manager call-out. TripleWhale and Klaviyo are strong signals but not directly role-relevant. Moderate-high score given the core platform coverage but notable gaps in agency-specific tooling."
},
"measurement_optimization": {
"score": 88,
"weight": 6,
"evidence": "Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... Analyze data to manage benchmarks and identify new opportunities and areas to course correct. Build forecasts, reports and establish key performance indicators (KPIs) and attribution models... Accelerated gross revenue from $6 million to $43 million in four years with a return on advertising spend (ROAS) of 4:1.",
"rationale": "Leah's measurement credentials are strong: she owns KPIs (ROAS, CAC, MER, LTV), builds attribution models, develops dashboards, and iterates on campaign performance with quantified outcomes. Monthly reporting for clients is implied by her fractional work. Concrete ROAS and revenue figures substantiate the claims."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $150/hr. has_availability: true. Location: Kent, Washington, US (PST). Engagement: fractional/retainer model consistent with role.",
"rationale": "Leah is available and based in PST (compatible with agency). Her fractional model matches the retainer engagement type. However, her stated rate of $150/hr translates to $2,250–$3,000/month at 15–20 hrs/week, which is under budget — but if she works closer to full 20 hrs/week consistently, it approaches $6,000/month, potentially above the $5,000/month retainer cap. The rate tension is a moderate concern but not a hard fail. Score reflects this uncertainty."
}
},
"final_score_rationale": "Leah Lockyer scores strongly across all critical dimensions for this role. Her 20+ years of hands-on paid social execution, $2M+/month in managed paid media spend, and 8 years of fractional multi-client agency work directly address Modern PR's needs. She clears all seven HARD requirements: Meta, Google, and TikTok ads experience is documented across multiple roles; multi-client campaign management is evidenced by Three Ladders Marketing since 2018; audience segmentation, campaign architecture, and performance reporting are explicitly described with quantified outcomes; and senior autonomous execution is her primary professional identity. The biggest score drivers are functional_expertise (exceptional cross-platform paid media depth with ROAS outcomes), hands_on_execution (consistent operator positioning across 8 fractional years), and measurement_optimization (KPI ownership, attribution modeling, revenue impact figures). The primary penalties are: (1) TikTok Ads is listed but lacks campaign-count specificity for the 20+/month volume requirement; (2) Sprout Social is absent from her tool stack, creating a minor reporting tool gap; (3) her $150/hr rate creates mild budget tension with the $5,000/month retainer ceiling; and (4) no explicit AI/generative search awareness is mentioned in the profile, which is an IMPORTANT (not HARD) requirement but a notable omission for a senior role being evaluated on forward-looking awareness.",
"evidence_snippets": [
"Proven management of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest, email & SMS marketing (Klaviyo), affiliate/influencers, CTV, display / programmatic",
"Fractional Head of Marketing at Three Ladders Marketing (2018–Present): Grow sustainable customer acquisition, revenue, profit, website traffic and retention via paid and organic digital marketing channels across ecommerce, healthcare, lifestyle, technology and education industries",
"Accelerated gross revenue from $6 million to $43 million in four years with a return on advertising spend (ROAS) of 4:1; leveraged sales and marketing data to test and optimize campaign performance",
"Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS - delivering measurable leads and sales in both B2C and B2B markets",
"Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... Build forecasts, reports and establish key performance indicators (KPIs) and attribution models",
"As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution of digital marketing for both B2C and B2B brands",
"Proven management of ~$2M+/month in paid media spend... Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok, Reddit, LinkedIn... Grow sustainable customer acquisition, revenue, profit and retention via paid and organic digital marketing channels... fractional growth marketer for the last 8 years.",
"Meta, Google, TikTok listed across multiple roles; $2M+/month paid media ownership; multi-client agency/fractional context at Three Ladders Marketing since 2018; audience segmentation and campaign architecture skills explicit; monthly reporting and KPI ownership demonstrated; agency-environment autonomy across 8 years fractional work."
],
"three_rs": {
"relevance": "Highly relevant — senior paid social specialist with deep Meta, Google, and TikTok hands-on execution across multi-client fractional engagements, matching the core role requirements precisely.",
"results": "Strong outcome evidence: ROAS 4:1 scaling GreaterGood from $6M to $43M revenue, ROAS 5.6 at Watches.com with 74% revenue growth, $2M+/month paid media under management, CAC reduced 30%, 84% net profit increase at Letourneau's Pharmacy.",
"readiness": "Immediately deployable — 8 years of fractional autonomous execution means zero ramp-up needed; has operated as a peer-level expert to founders and executives throughout her career."
},
"match_reasons": [
{
"reason": "Meta, Google, and TikTok ads hands-on execution documented across multiple client engagements",
"evidence": "Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit"
},
{
"reason": "Multi-client paid media management at scale — fractional agency model since 2018",
"evidence": "Fractional Head of Marketing at Three Ladders Marketing (2018–Present) across ecommerce, healthcare, lifestyle, technology and education industries"
},
{
"reason": "Proven $2M+/month paid media spend ownership demonstrates budget management at scale exceeding role requirements",
"evidence": "Proven management of ~$2M+/month in paid media spend across all major channels"
},
{
"reason": "Senior autonomous executor — 20+ years hands-on, peer-level to founders",
"evidence": "Over 20 years of hands-on execution experience, including paid media management and lifecycle marketing"
},
{
"reason": "KPI ownership, attribution modeling, and performance reporting explicitly evidenced",
"evidence": "Build forecasts, reports and establish key performance indicators (KPIs) and attribution models. Analyze data to manage benchmarks and identify new opportunities"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"passes_all_hard": true,
"score": 81,
"summary": "Garrison Yang is a seasoned growth and paid social marketer with exceptional depth in Meta/Facebook advertising, demonstrated Google Ads experience, and confirmed TikTok platform usage. His portfolio spans DTC ecommerce, fintech, health/wellness, and SaaS — with massive daily budgets ($100K–$200K/day at Calm, $100K/day at Upstart) and documented multi-platform campaign management across Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn. He managed 10+ advertiser accounts simultaneously in Facebook's Disruptors program, satisfying multi-client management. Strategy, audience segmentation, creative direction, and performance optimization are all well-evidenced. Key gaps: no explicit mention of TikTok Ads Manager hands-on campaign execution (platform listed in tools but not called out as a primary execution channel in case studies), no mention of Sprout Social, and his rate at $80/hr (~$13,800/month at 15–20 hrs/wk) is above the $5K/month retainer budget — a meaningful soft concern. No AI/generative search awareness is explicitly evidenced. Agency-side experience is indirect (Facebook Disruptors program managing client advertisers), but the multi-client, autonomous execution profile is strong.",
"synthesis_quote": "managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth... tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Meta: 'managed a daily Facebook advertising budget between $100,000 to $200,000' at Calm; 'scaled to $100,000 per day' at Upstart. Google: listed in tools (Search Ads 360, Kenshoo, Google Analytics). TikTok: listed in tools and mentioned in Hint engagement ('Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'). Multi-client: 'leading a team that managed advertising campaigns for over 10 advertisers' via Facebook Disruptors. Budget: $80/hr rate vs $5K/month retainer is a gap.",
"rationale": "Meta and multi-platform execution are exceptionally well-evidenced. TikTok is confirmed as a used platform at Hint but lacks standalone TikTok Ads Manager campaign case-study depth. Google Ads is inferred via tools (Search Ads 360) and cross-channel references but not explicitly called out in case studies as a primary execution channel. Agency-environment experience is present via Facebook Disruptors program managing 10+ advertisers. Rate at $80/hr significantly exceeds the $5K/month retainer (which maps to ~$62/hr at 20 hrs/wk), creating a budget mismatch risk. Seniority and autonomous execution are well-demonstrated."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "'leading a team that managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million'; 'Rothy's and Curology achieving 200-300% year-over-year growth'; 'ad creative tests, designing user acquisition funnels, and optimizing web and app acquisition strategies'; 'campaign structure & budgeting, bidding optimization, retargeting, scaling ad spend' in skills list.",
"rationale": "Garrison demonstrates exceptional paid social functional depth — creative strategy, audience segmentation, campaign architecture, funnel design, and performance optimization are all evidenced with concrete outcomes across multiple high-profile clients. Skills taxonomy further confirms breadth (A/B testing, creative recommendations, customer segmentation, campaign structure & budgeting). Minor deduction for limited explicit Google Ads and TikTok Ads standalone depth."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "'Marketing Agencies' listed in industries classification; DTC ecommerce brands (Hint, Clif, Rothy's, Curology, ThredUP); consumer-facing brands across health, fitness, fintech, beauty; both B2B (SurveyMonkey) and B2C audiences confirmed.",
"rationale": "Strong consumer-facing brand experience across multiple DTC verticals directly relevant to Modern PR's client base. 'Marketing Agencies' is listed as an industry, and the Facebook Disruptors program functionally mirrors agency multi-client management. However, no explicit boutique PR/social agency employment history is cited — the closest analog is the Disruptors program. Consumer audience relevance is excellent."
},
"hands_on_execution": {
"score": 87,
"weight": 15,
"evidence": "'managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000'; 'scaled to $100,000 per day' (Upstart Facebook budget); 'spearheaded a re-engagement campaign that integrated email marketing with paid social media, successfully reclaiming 20% of churned users'; 'launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos' (Nike).",
"rationale": "Garrison is clearly a hands-on executor — daily budget management at massive scale, personal creative testing, funnel design, and campaign optimization are all evidenced. The Nike creative test across 32,000 videos and Calm's $100–200K/day management confirm deep personal execution, not just oversight. Small deduction for some case studies being written in third-person with agency-style framing that slightly blurs direct vs. team execution."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "'signal segmentation, which improved the quality of credit applicants' (Upstart); 'integrated email marketing with paid social media, successfully reclaiming 20% of churned users' (Curology); 'creating seamless funnels and compelling user experiences that effectively convert by setting context, establishing relevance, building affinity, and driving urgency'; 'refined the company's full-funnel acquisition strategy' (SurveyMonkey).",
"rationale": "Strong strategic thinking evidenced: full-funnel architecture, cross-channel integration, segmentation strategy, and audience-to-product-channel fit philosophy. Multiple examples of diagnosing problems and translating them into structured campaigns with measurable results. Well above average for strategic judgment."
},
"tool_platform_fit": {
"score": 75,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, Search Ads 360, AdEspresso, AdRoll, Doubleclick, Kenshoo, Looker, Tableau, Segment, Heap. No Sprout Social. No PA11Y.",
"rationale": "Excellent breadth of paid social and analytics tools. Meta Ads Manager is a core competency. TikTok confirmed. Google Ads ecosystem inferred via Search Ads 360, Kenshoo, Doubleclick. Programmatic tools (AdRoll, Doubleclick) partially satisfy Propellant nice-to-have. Critical gaps: no Sprout Social (important for this role's reporting workflow) and no PA11Y. Reporting tools (Looker, Tableau) are strong analogs but not the specific tools used by Modern PR."
},
"measurement_optimization": {
"score": 84,
"weight": 6,
"evidence": "'reduction in the net cost per lead by an estimated 10%... expanded the volume of leads generated by 150%' (SurveyMonkey); '200% year-over-year growth for the years 2019 and 2020' (Calm); 'positive incremental return on ad spend following user re-subscription' (Curology); 'Report building and analysis' in skills; Looker, Tableau, Google Analytics in tools.",
"rationale": "Multiple concrete performance outcomes cited across clients with specific metrics (CPL reduction, YoY growth percentages, ROAS). Strong analytics tooling (Looker, Tableau, Segment, Heap). Skills include 'campaign optimization & attribution', 'testing framework', 'A/B testing'. Monthly reporting for two clients is well within demonstrated capability. Minor deduction: no explicit mention of structured monthly client reporting deliverables."
},
"availability_budget_fit": {
"score": 50,
"weight": 4,
"evidence": "Preferred rate: $80/hr. Role budget: $5,000/month retainer (~$62/hr at 20 hrs/wk or ~$83/hr at 15 hrs/wk). Location: Monroe, WA (Pacific timezone — compatible with US-based client). has_availability: true.",
"rationale": "Geographic timezone fit is good (Pacific, US-based). Availability is confirmed. However, $80/hr rate creates a meaningful budget tension against the $5K/month retainer — at the minimum engagement hours (15 hrs/wk), the math slightly overshoots ($80 × 15 × 4.3 = ~$5,160/month), and at 20 hrs/wk it would be ~$6,880/month. The role budget is classified as HARD at $5K/month. This is a real risk that warrants flagging, though rate negotiation is possible."
}
},
"final_score_rationale": "Garrison Yang is a strong candidate whose score is driven primarily by exceptional Meta Ads execution depth (daily budgets of $100K–$200K, 200–300% YoY client growth), proven multi-client management (10+ advertisers in Facebook Disruptors), and broad paid social platform breadth including TikTok. His strategic judgment, creative direction capability, and measurement sophistication all align well with Modern PR's need for a senior, autonomous executor. The main score penalties are: (1) TikTok Ads lacks a dedicated case study — it appears as a used platform at Hint but is not the hero of any engagement; (2) Google Ads is inferred but not explicitly featured in case studies; (3) No Sprout Social experience evidenced, a key reporting tool for this role; (4) No explicit AI/generative search awareness stated (an IMPORTANT requirement); (5) The $80/hr rate meaningfully exceeds the $5K/month retainer budget (HARD requirement), though at minimum hours it's borderline. No hard fails are triggered — TikTok and Google are confirmed platforms in his stack, multi-client management is evidenced, and seniority is unambiguous — but the budget rate tension and tool gaps prevent a higher score.",
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020",
"leading a team that managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million... Rothy's and Curology achieving 200-300% year-over-year growth",
"tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn (Hint engagement)",
"scaled [Upstart's] Facebook advertising budget to $100,000 per day... implementation of signal segmentation, which improved the quality of credit applicants",
"launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos (Nike North America Performance Marketing)",
"reduction in the net cost per lead by an estimated 10%... expanded the volume of leads generated by 150% (SurveyMonkey B2B lead gen)",
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth... tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn",
"Meta: 'managed a daily Facebook advertising budget between $100,000 to $200,000' at Calm; 'scaled to $100,000 per day' at Upstart. Google: listed in tools (Search Ads 360, Kenshoo, Google Analytics). TikTok: listed in tools and mentioned in Hint engagement ('Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'). Multi-client: 'leading a team that managed advertising campaigns for over 10 advertisers' via Facebook Disruptors. Budget: $80/hr rate vs $5K/month retainer is a gap."
],
"three_rs": {
"reach": "Garrison has managed $200M+ in collective annual ad spend across 10+ advertiser accounts, with individual client daily budgets up to $200K — far exceeding Modern PR's ~$30K–$40K/month spend. Reach and scale are not a concern.",
"relevance": "Strong relevance to consumer-facing DTC brands (health, fitness, beauty, food, fintech) which maps well to Modern PR's client base. Multi-client paid social management via Facebook Disruptors mirrors an agency environment. TikTok, Meta, and programmatic are all confirmed. Gaps exist in TikTok-specific depth and Sprout Social familiarity.",
"rate": "At $80/hr, Garrison's rate is above the $5K/month retainer at 20 hrs/wk (~$6,880/month) and borderline at 15 hrs/wk (~$5,160/month). This is a meaningful friction point given the role has a HARD $5K/month budget. Rate negotiation or scope alignment would be needed."
},
"match_reasons": [
{
"reason": "Exceptional Meta Ads execution depth",
"evidence": "Managed $100K–$200K/day Facebook budget at Calm, drove 200% YoY growth; $100K/day at Upstart"
},
{
"reason": "Proven multi-client, large-scale paid campaign management",
"evidence": "Led 10+ advertiser accounts with $200M+ collective annual spend via Facebook Disruptors program"
},
{
"reason": "TikTok confirmed as active execution platform",
"evidence": "Hint engagement: 'tactical use of a diverse array of digital platforms—including Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn'"
},
{
"reason": "Senior autonomous executor — no hand-holding needed",
"evidence": "Managed strategy, creative testing, audience segmentation, and full-funnel optimization independently across all engagements"
},
{
"reason": "Strong measurement and performance reporting",
"evidence": "CPL reduction 10% + 150% lead volume growth (SurveyMonkey); ROAS tracking and incremental attribution (Curology); tools: Looker, Tableau, Google Analytics"
},
{
"reason": "Consumer-facing brand and agency-adjacent experience",
"evidence": "DTC clients: Calm, Hint, Clif, Rothy's, Curology, ThredUP; 'Marketing Agencies' listed as industry classification"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"passes_all_hard": true,
"score": 74,
"summary": "David Lorango is a multi-channel paid media operator with hands-on experience across Meta, Google Ads, and TikTok Ads — satisfying all three HARD channel requirements. His work at Glas Water explicitly covers all three platforms with large budgets, and Foreign Waters confirms Meta and Google Ads execution. He lists agency management as a skill and has worked across multiple simultaneous client/brand engagements. He shows strong DTC/consumer brand relevance across CPG, beverage, beauty, and ecommerce verticals. His rate at $75/hr implies roughly $5,400–$6,000/month at 15–20 hrs/week, sitting slightly above the $5,000/month hard budget, which is a soft risk. Weaknesses include no explicit mention of TikTok Ads in a multi-client agency context (most experience is brand-side), no mention of Sprout Social, PA11Y, or Propellant, limited evidence of formal monthly performance reporting deliverables for multiple clients, and no bio to anchor seniority claims. The profile is strong on execution breadth but thin on agency-side multi-client management proof and reporting rigor.",
"synthesis_quote": "Execute on all paid media campaigns for Meta, Google and TikTok with large budgets... Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives... Within three months scaled the business to over 7 figures with a small budget",
"weighted_scores": {
"hard_requirements_fit": {
"score": 72,
"weight": 25,
"evidence": "Glas Water: 'Execute on all paid media campaigns for Meta, Google and TikTok with large budgets.' Foreign Waters: 'Managed and optimized Meta advertising campaigns... Launched and managed Google Ads campaigns.' Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads.' Agency management listed as skill.",
"rationale": "All three HARD channel requirements (Meta, Google, TikTok) are evidenced with hands-on execution language. Multi-client campaign management is partially supported by running multiple concurrent brand engagements and 'agency management' skill tag. However, most work appears brand-side (Head of Marketing, Fractional CMO) rather than inside a digital agency managing 20+ campaigns across a portfolio of external clients simultaneously. Performance reporting for two clients monthly is not explicitly documented. Senior/autonomous execution is plausible but no bio anchors it. Budget at $75/hr may exceed $5K/month retainer at 15–20 hrs/week, creating a soft risk on req_008."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Glas Water: 'Created and managed creative testing frameworks across static, video, UGC, and partnership-based content.' Foreign Waters: 'Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max.' Scandinavian Biolabs: 'spend about EUR 800k per month on google and Meta ads.'",
"rationale": "Strong breadth across paid social and paid search channels with concrete campaign types named (Search, Shopping, PMax, TikTok acquisition, Meta DR). Creative strategy and audience targeting referenced explicitly. Scale evidence is strong (EUR 800k/mo, 7-figure DTC in 3 months). Depth on audience segmentation and campaign architecture is plausible but not deeply documented — no explicit mention of lookalike structures, custom audiences, or campaign taxonomy. Functional expertise is real but not exhaustively proven at the senior specialist level the role demands."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Work history spans CPG beverage (Everyday Beverage, Foreign Waters), DTC ecommerce (Scandinavian Biolabs, NOON.WORLD), consumer brands (Glas Water, Get W). Sub-industries listed include Beauty, Skincare, Supplements, Food, Beverage, DTC, Consumer Packaged Goods.",
"rationale": "Excellent consumer-facing brand coverage across DTC, CPG, beverage, and beauty — highly relevant to Modern PR's boutique agency serving consumer brands. B2C motion is consistent throughout. Agency-side experience (managing external client accounts) is implied by 'agency management' skill and multiple simultaneous brand engagements but not explicitly documented as working inside an agency on behalf of external clients."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "Glas Water: 'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram.' Foreign Waters: 'Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling.' Everyday Beverage: 'Build/restructure accounts, run daily bid & audience optimisation.'",
"rationale": "Execution language is strong and consistent — 'built,' 'launched,' 'managed,' 'optimized,' 'daily bid & audience optimisation.' Creative testing frameworks, UGC ad production, and performance tracking are referenced. The Fractional CMO and Head of Marketing titles suggest some leadership/oversight layer, but execution language throughout profiles is hands-on. Score is solid but not exceptional given the seniority titles that could imply delegation."
},
"strategy_and_judgment": {
"score": 74,
"weight": 10,
"evidence": "Glas Water: 'Developed and executed the go-to-market strategy to position GLAS as a premium boxed water brand within luxury, hospitality, wellness, and lifestyle channels.' Get W: 'Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group.'",
"rationale": "GTM strategy development, channel prioritization, and creative testing frameworks demonstrate strategic thinking. The 400% lift with geotargeted campaigns and 22% Walmart lift show outcome-tied judgment. However, the brief requires translating strategy into a multi-client paid social plan with campaign architecture depth — this is plausible but not explicitly demonstrated in an agency/multi-client context."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Google Tag Manager, Canva, A/B testing tools, Email tools (Klaviyo), Shopify. No mention of Sprout Social, PA11Y, or Propellant in profile.",
"rationale": "Core ad platforms (Meta, Google, TikTok) are confirmed via work history and tool tags. GA, GTM, and Klaviyo are relevant for attribution and lifecycle. However, Sprout Social (measurement/reporting — IMPORTANT) and PA11Y (content scheduling — PREFERRED) are absent from the profile. Propellant is not mentioned. The tool stack is functional but misses key agency tools Jennifer's team actively uses."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "Glas Water: 'Created and managed creative testing frameworks across static, video, UGC, and partnership-based content.' Foreign Waters: 'Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting.' Get W: 'driving 400% lift compared to the control group... 22% lift in Walmart from the previous month.'",
"rationale": "KPI tracking, performance reporting, and creative testing are referenced with some outcome metrics. Foreign Waters mentions budget allocation and growth forecasting. Lift metrics are cited but attribution methodology is not described. No mention of monthly client reporting cadence, dashboard construction, or formal reporting deliverables for multiple clients simultaneously — a specific hard requirement of this role."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $75/hr. At 15–20 hrs/week, this implies $4,500–$6,000/month. Has availability listed as true. Location: Alexandria, Virginia (EST timezone — compatible with US-based client).",
"rationale": "Has availability. US timezone is compatible. However, $75/hr at the role's stated 15–20 hrs/week implies a monthly cost range of roughly $4,500–$6,000, straddling the $5,000/month hard budget. If managed at the lower end of hours (~16–17 hrs/week) it lands near $5,000, but there's budget exposure risk. This is a soft concern but worth flagging."
}
},
"final_score_rationale": "David Lorango scores ~76/100. His strongest contributions come from confirmed hands-on experience across all three HARD channel requirements (Meta, Google, TikTok), strong consumer/DTC industry relevance, and genuine execution depth with named campaign types and outcome metrics. The biggest score drivers are functional_expertise (strong multi-platform paid media breadth with scale evidence), hands_on_execution (consistent 'built/managed/optimized' language), and industry_audience_relevance (deep consumer CPG/DTC background). The main penalties are: (1) most experience is brand-side rather than inside a digital agency managing a portfolio of external client accounts simultaneously — the core agency/multi-client context is underproven; (2) no evidence of Sprout Social or other agency tools Jennifer's team uses; (3) no explicit monthly client reporting deliverables documented; (4) rate at $75/hr sits at or slightly above the $5K/month budget depending on hours worked; (5) no bio to anchor seniority claims. He passes all HARD requirements on the channel, skill, and seniority dimensions but with some gaps in the agency-side multi-client management proof that the role specifically demands.",
"evidence_snippets": [
"Execute on all paid media campaigns for Meta, Google and TikTok with large budgets. Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives.",
"Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling. Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max initiatives.",
"Within three months scaled the business to over 7 figures with a small budget (Glas Water).",
"Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group (Get W).",
"Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting (Foreign Waters).",
"Spend about EUR 800k per month on google and Meta ads... objective is to cross EUR 30m in revenue in 2026 (Scandinavian Biolabs).",
"Execute on all paid media campaigns for Meta, Google and TikTok with large budgets... Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives... Within three months scaled the business to over 7 figures with a small budget",
"Glas Water: 'Execute on all paid media campaigns for Meta, Google and TikTok with large budgets.' Foreign Waters: 'Managed and optimized Meta advertising campaigns... Launched and managed Google Ads campaigns.' Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads.' Agency management listed as skill."
],
"three_rs": {
"relevant": "Hands-on Meta, Google, and TikTok Ads execution across multiple consumer DTC brands; creative testing frameworks; strong consumer CPG/beverage/beauty industry alignment; B2C audience expertise; performance outcome metrics cited.",
"risks": "Most experience is brand-side (Head of Marketing, Fractional CMO) rather than inside a digital agency managing 20+ campaigns across multiple external client accounts simultaneously; no Sprout Social or PA11Y evidence; no formal monthly client reporting cadence documented; $75/hr rate may strain $5K/month budget at full hours.",
"red_flags": "No bio recorded — seniority and autonomy claims rest entirely on job titles and brief work descriptions. Multiple current simultaneous engagements (5+ active roles) may signal bandwidth constraints at the 15–20 hrs/week this role requires."
},
"match_reasons": [
{
"reason": "Confirmed hands-on Meta Ads execution",
"evidence": "Glas Water: 'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram.' Foreign Waters: 'including creative strategy, audience targeting, testing, and scaling.'"
},
{
"reason": "Confirmed hands-on Google Ads execution",
"evidence": "Foreign Waters & Glas Water: 'Launched and managed Google Ads campaigns, including Search, Shopping, and Performance Max initiatives.'"
},
{
"reason": "Confirmed hands-on TikTok Ads execution",
"evidence": "Glas Water: 'Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives.'"
},
{
"reason": "Strong consumer/DTC industry relevance",
"evidence": "Work history spans CPG beverage, DTC ecommerce, beauty, skincare — directly matching Modern PR's consumer-facing brand client base."
},
{
"reason": "High-scale paid media budget management",
"evidence": "Scandinavian Biolabs: 'EUR 800k per month on google and Meta ads' — well above the role's $30K–$40K/month spend level, demonstrating ability to manage significant budgets."
},
{
"reason": "Agency management skill listed",
"evidence": "Profile skills include 'Agency management' — supporting autonomous operation in an agency environment context."
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"passes_all_hard": false,
"summary": "Chris Ahn is a hands-on paid social and growth marketer with active multi-client execution across Meta, TikTok, and Google Ads simultaneously. His current portfolio includes six concurrent engagements, several of which map directly to the role's hard requirements: running Meta + Google + TikTok campaigns, building from scratch, owning audience segmentation and creative testing, and delivering performance optimization at scale. He lacks explicit agency employee experience (most work is freelance/consultant) and TikTok at scale for agency multi-client management is implied but not directly proven for 20+ campaigns/month. Sprout Social and PA11Y are absent from his tool stack. He is based in Allen, Texas (Central Time), which aligns well. Rate at $100/hr (~$6,500–$8,000/month for 15–20 hrs/week) is above the $5,000/month retainer budget, which is a soft concern but classified as a HARD budget requirement at $5,000/month. Overall, Chris is a strong functional match with minor gaps in budget alignment and agency-specific tooling.",
"synthesis_quote": "Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days... Owned end-to-end paid social strategy and execution... Managed paid search agency, driving strategy, accountability, and ongoing performance improvements.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 72,
"weight": 25,
"evidence": "Meta + Google (Goldfinch, Avita, Franki); TikTok (Avita built from scratch, Franki, Tea, Pie); multi-client concurrent management (6 active engagements); audience segmentation and creative testing cited across roles; performance reporting mentioned in Goldfinch; preferred rate $100/hr exceeds $5,000/month retainer budget",
"rationale": "Meta and Google Ads: clearly evidenced across multiple roles. TikTok Ads: hands-on launch and optimization at Avita and Franki proven. Multi-client management: six simultaneous active engagements satisfy the 20+ campaigns requirement indirectly. Audience segmentation and campaign architecture: explicitly cited. Performance reporting: mentioned but not detailed across two named clients as required. Senior/autonomous execution: consistent with freelance operator model. Agency environment: all experience appears to be freelance consulting, not traditional agency employment — a partial gap. Budget: $100/hr preferred rate translates to ~$6,500–$8,000/month at 15–20 hrs/week, above the $5,000/month retainer hard requirement. Score penalized accordingly."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Full-funnel paid social across Meta, TikTok, Google at Avita, Goldfinch, Franki, Tea; 'audience segmentation, creative testing, bidding, and budget allocation' at Avita; 'A/B testing of ad formats, messaging, and placements' at Franki; 'champion vs. challenger framework' at Pie",
"rationale": "Strong depth in paid social fundamentals: full-funnel strategy, creative iteration, audience segmentation, bidding optimization, and CAC/ROAS management. Multiple concurrent engagements across Meta, TikTok, and Google demonstrate breadth. Google Ads depth is slightly less explicit (primarily search audit mentioned), but still evidenced. Not specifically documented at agency scale (50+ campaigns/month), but 6 concurrent client relationships suggest high campaign volume."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "Clients include consumer-facing apps (Tea, Franki, Pie), e-commerce (Goldfinch), healthcare (Avita/Q Care Plus), and travel/entertainment (Siddas/ReservePlay); industries tagged: Apps, Media, Software & Tech; B2C audience focus confirmed",
"rationale": "Modern PR serves consumer-facing brands — Chris has worked with consumer apps, DTC e-commerce, and travel/entertainment verticals. Some client-side B2C work is relevant. However, no clear boutique digital agency experience serving external consumer PR clients. App-heavy background is noted but Modern PR's clients appear more in lifestyle/consumer brand space. Reasonable relevance but not a tight match."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "'Built TikTok from scratch, from attribution to campaign launch' (Avita); 'Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one' (Goldfinch); 'Launch, manage, and optimize Meta and TikTok ads' (Pie); 'building, launching, and optimizing multi‑channel campaigns' (Franki)",
"rationale": "Chris consistently demonstrates personal, hands-on execution: building campaigns from zero, daily optimization, creative testing, attribution setup, and funnel tracking. Multiple role descriptions use first-person active verbs. No indication of pure delegation or advisory-only work. Strong operator signal across the board."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "'Developed channel strategy, oversaw campaign launches, optimized audience targeting, creative testing, bidding, and budget allocation' (Avita); 'Optimized campaigns toward booked appointments, not just leads, to maximize business impact'; 'Creative iteration and UGC testing to improve CTR and engagement while reducing acquisition costs' (Franki)",
"rationale": "Chris demonstrates strategic judgment: moving optimization beyond top-funnel vanity metrics to deeper funnel KPIs (booked appointments, credit card connects), applying test-and-learn frameworks, and building channel strategy from scratch. Less evidence of macro agency-level strategy across multiple client verticals simultaneously, which limits the score slightly."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Google Analytics, Looker, Tableau, Excel/Sheets, A/B testing tools, CRMs; no mention of Sprout Social, PA11Y, or Propellant in profile",
"rationale": "Core ad platforms (Meta, Google, TikTok) are covered. Analytics/reporting tools (Looker, Tableau, Google Analytics) are solid. However, Sprout Social (the agency's measurement/reporting tool) and PA11Y (content scheduling) are completely absent from his profile. Propellant is also missing. These gaps are meaningful given the agency's specific stack requirements."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "'Managed performance reporting and budget allocation to scale profitable growth across channels' (Goldfinch); 'Leveraged conversion data and funnel analysis to optimize campaigns toward lower cost per booked appointment' (Avita); 'Data-driven optimization, leveraging conversion tracking and in-platform signals to shift budget toward highest-performing segments' (Franki)",
"rationale": "Chris shows consistent evidence of performance measurement, KPI ownership (ROAS, CPA, CAC), and iterative optimization. Funnel-level thinking is evident at Avita. Monthly client reporting specifics are mentioned at Goldfinch but not deeply detailed. No explicit mention of building client-facing dashboards or structured reporting frameworks, which the role requires for two clients."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "Preferred hourly rate: $100/hr; engagement at 15–20 hrs/week = ~$6,000–$8,000/month; role budget: $5,000/month retainer; location: Allen, Texas (Central Time — favorable); has_availability: true",
"rationale": "Availability is confirmed and timezone is favorable. However, Chris's preferred rate of $100/hr translates to approximately $6,000–$8,000/month at the role's expected 15–20 hours/week — meaningfully above the $5,000/month retainer hard budget. This is classified as a HARD budget requirement. Rate negotiation may be possible but is not confirmed. Score reflects the budget gap risk."
}
},
"score": 59,
"final_score_rationale": "Chris Ahn scores strongly on functional expertise (Meta + TikTok + Google hands-on execution across six concurrent clients) and hands-on execution (zero-to-one campaign builds, daily optimization, full-funnel management). These two dimensions carry the most weight and pull his score up. The primary score penalties are: (1) Budget gap — his $100/hr preferred rate exceeds the $5,000/month retainer hard requirement by ~$1,000–$3,000/month depending on actual hours, triggering a hard requirement concern; (2) Agency environment — all experience is freelance consulting, not traditional agency employment, partially addressing req_009 but not fully; (3) Tool stack gaps — Sprout Social and PA11Y are entirely absent, reducing tool fit; (4) Performance reporting — while mentioned, the structured two-client monthly reporting deliverable is not clearly evidenced. Despite these gaps, Chris is a strong functional operator with directly relevant multi-platform paid social execution and a high volume of concurrent client work that approximates agency-level throughput.",
"evidence_snippets": [
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days (Avita)",
"Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one through audience segmentation, creative testing, and daily optimization (Goldfinch)",
"Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing of ad formats, messaging, and placements (Franki)",
"Optimized campaigns toward booked appointments, not just leads, to maximize business impact (Avita)",
"Managed performance reporting and budget allocation to scale profitable growth across channels (Goldfinch)",
"Preferred hourly pay rate: $100/hr (profile metadata)",
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days... Owned end-to-end paid social strategy and execution... Managed paid search agency, driving strategy, accountability, and ongoing performance improvements.",
"Meta + Google (Goldfinch, Avita, Franki); TikTok (Avita built from scratch, Franki, Tea, Pie); multi-client concurrent management (6 active engagements); audience segmentation and creative testing cited across roles; performance reporting mentioned in Goldfinch; preferred rate $100/hr exceeds $5,000/month retainer budget"
],
"three_rs": {
"relevant": "Hands-on Meta, Google, and TikTok paid campaign execution across six concurrent client engagements; zero-to-one campaign builds with ROAS-positive outcomes; full-funnel audience segmentation, creative testing, and performance optimization; B2C consumer-facing audience experience",
"risks": "Preferred rate ($100/hr) exceeds the $5,000/month retainer hard budget requirement; no Sprout Social or PA11Y experience documented; all experience is freelance consulting rather than traditional agency employment; no explicit evidence of managing 20+ simultaneous campaigns under one agency umbrella; monthly client reporting cadence not explicitly detailed",
"recommendations": "Confirm rate flexibility toward $5,000/month retainer before advancing; validate TikTok ad volume and campaign count across current client base; assess familiarity with Sprout Social or willingness to onboard quickly; probe agency environment adaptability given all-freelance background"
},
"match_reasons": [
{
"reason": "Meta Ads hands-on execution confirmed across Goldfinch, Avita, Franki, Tea, and Pie engagements with ROAS-positive results",
"evidence": "Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one (Goldfinch)"
},
{
"reason": "TikTok Ads proven with zero-to-one launch and profitability within 30 days at Avita",
"evidence": "Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days (Avita)"
},
{
"reason": "High volume multi-client concurrent execution across six simultaneous engagements signals campaign throughput capacity",
"evidence": "Six active/present roles: Goldfinch, Avita, Pumper, Siddas, GlowMax, Pie, Franki, Tea — multiple concurrent paid social accounts"
},
{
"reason": "Audience segmentation and creative testing depth directly maps to role's campaign architecture requirement",
"evidence": "Audience segmentation, creative testing, bidding, and budget allocation continuously analyzed to improve efficiency and scale (Avita)"
},
{
"reason": "Full-funnel optimization and deeper-funnel KPI ownership (CPA, ROAS, booked appointments) demonstrates senior strategic judgment",
"evidence": "Optimized campaigns toward booked appointments, not just leads, to maximize business impact (Avita)"
},
{
"reason": "Allen, Texas location provides Central Time availability aligned with agency operations",
"evidence": "Location: Allen, Texas, US; has_availability: true"
}
],
"hard_fail_reasons": [
"Budget gap: Chris Ahn's preferred rate of $100/hr equates to approximately $6,000–$8,000/month at 15–20 hrs/week, which exceeds the role's HARD retainer budget of $5,000/month. Rate negotiation has not been confirmed and represents a meaningful risk against req_008."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "amberb215_at_gmail_com",
"email": "amberb215@gmail.com",
"name": "Amber Williams",
"passes_all_hard": false,
"score": 59,
"summary": "Amber Williams is a strong paid social practitioner with 10+ years of hands-on experience in Meta and has notable TikTok ad management (Vuori, $350K+ spend on Meta & TikTok), agency background (Wpromote, Huge Agency), and impressive performance results (5.5+ ROAS, 1607% revenue lift). However, she fails two critical HARD requirements: there is no evidence of Google Ads hands-on experience in her profile (despite \"Google Analytics\" being listed, no Google Ads/Search/PMax campaign management is cited), and no evidence of managing 20+ campaigns/month across multiple simultaneous client accounts in a structured agency reporting context. Her tool stack is also missing TikTok Ads Manager as a named platform and Google Ads as an explicit tool. Sprout Social is present, which is a plus. Her rate at $50/hr (~$8,000/month full-time) likely exceeds the $5K/month retainer budget for 15–20 hrs/week (~$3,000–$4,000/month), though this is a softer concern. The Google Ads gap is the most critical disqualifier for this role.",
"synthesis_quote": "Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months... Managed over $350k in Ad spend across Meta and TikTok.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Strong Meta evidence (Wpromote, Vuori $350K Meta+TikTok, Vici $250K+, Goodstuffjuices Facebook/Instagram). TikTok noted at Vuori. However, Google Ads is not listed as a tool and no Google Ads campaign management is explicitly cited — only 'Google Analytics' and 'GA ROAS' references. No evidence of managing 20+ simultaneous campaigns across multiple client accounts monthly.",
"rationale": "req_001 (Meta): PASSES — strong multi-account Meta evidence. req_002 (Google Ads): FAILS — 'GA ROAS' likely means Google Analytics-measured ROAS, not Google Ads management; Google Ads is absent from tool list. req_003 (TikTok Ads): PARTIAL — TikTok mentioned at Vuori, but TikTok Ads Manager not listed as a tool. req_004 (Senior/Peer): PASSES — 10+ years, led media buyer teams, autonomous execution. req_005 (20+ campaigns/month multi-client): UNCONFIRMED — Wpromote work across JohnnyWas/Krewe/Vuori suggests multi-client, but no explicit 20+ campaign/month cadence stated. req_009 (Agency): PASSES — Wpromote and Huge Agency experience confirmed. Two hard requirement failures (Google Ads, confirmed 20+ campaign volume) force a low score."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "Scaled Goodstuffjuices from $2.4K to $15K/month ad spend, achieving 1607% revenue growth and 871% purchase increase. Led paid media at Frye Boots to 100% YoY GA4 revenue growth. Skills include campaign structure & budgeting, retargeting, pixel setup, A/B testing, scaling ad spend.",
"rationale": "Deep, quantified paid social expertise on Meta is clear and credible with strong ROAS and revenue outcomes. TikTok experience is present but less detailed. Google Ads functional expertise is absent from the profile. Creative strategy, audience segmentation, and performance optimization are all evidenced. Score capped due to Google Ads gap."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "Agency experience at Wpromote and Huge Agency serving consumer-facing brands (Vuori, JohnnyWas, Krewe Eyewear). Industry classifications include Marketing Agencies, Ecommerce. Subindustries span apparel, beauty, food, fitness — consumer-facing brands matching Modern PR's client base.",
"rationale": "Strong agency-side and consumer-brand experience directly aligned with Modern PR's boutique agency model and consumer-facing client portfolio. Multi-brand, multi-vertical experience is a genuine match."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Personally managed $250K+ budgets at Vici, $400K+ at Frye, $350K+ across Meta and TikTok at Vuori. Executed rapid-fire creative testing, pixel setup, audience segmentation, and daily optimization for Goodstuffjuices over multiple years.",
"rationale": "Profile is operator-heavy — she personally runs campaigns, builds ad structures, manages media buyers, and delivers results. Not a delegator. Strong hands-on signal across multiple engagements."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Drove Vici's highest revenue weekend by aligning cross-channel strategy with industry insights and competitive benchmarking. Launched sister brand Frye & Co. from $0 to $170K in 5 months. Implemented rapid-fire testing strategy at Goodstuffjuices.",
"rationale": "Demonstrates strategic judgment in budget forecasting, cross-channel alignment, brand launch sequencing, and test-and-learn methodology. Peer-level strategic thinking is evidenced, though mostly within Meta/ecommerce contexts."
},
"tool_platform_fit": {
"score": 52,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, Sprout Social, Google Analytics, Google Tag Manager, Canva, Hootsuite, Later, Photoshop, Excel/Sheets. Sprout Social confirmed. Google Ads and TikTok Ads Manager are absent from the tool list.",
"rationale": "Sprout Social match is a positive. Meta Ads Manager implied via Facebook/Instagram. Google Ads is explicitly absent — a critical platform for this role. TikTok Ads Manager not listed. PA11Y not mentioned. Significant tool gaps against the role's explicit requirements."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "Delivered reporting to stakeholders at Vici. Tracked CPC (-28%), CPA (-58%), ROAS (5.5+), revenue lift (1607%) at Goodstuffjuices. GA4 revenue tracking at Frye. Campaign optimization & attribution listed as a core skill.",
"rationale": "Strong evidence of KPI ownership, performance iteration, and reporting across client accounts. Quantified outcomes demonstrate meaningful optimization capability. Stakeholder reporting experience aligns with monthly client report requirement."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "Preferred hourly rate: $50/hr. At 15–20 hrs/week, this equates to roughly $3,000–$4,000/month — within the $5K retainer budget. However, Amber currently holds two active roles (Vici Collection and Frye Boots, both listed as present), raising real availability concerns.",
"rationale": "Rate math is workable at the low end of hours, but two concurrent active engagements listed as 'Present' significantly undercut availability confidence for an ASAP start requiring 15–20 hrs/week. Location (Dallas, TX) is US-based — no timezone issue."
}
},
"final_score_rationale": "Amber's weighted score is pulled down primarily by two hard requirement failures: (1) No evidence of Google Ads hands-on campaign management — Google Ads is absent from her tool list, and references to \"GA ROAS\" most likely indicate Google Analytics measurement rather than Google Ads execution. This is the most critical gap for a role requiring senior Google Ads ownership. (2) Multi-client 20+ campaign/month volume management is not explicitly confirmed — Wpromote suggests multi-client exposure, but no structured campaign cadence is evidenced. TikTok Ads Manager is also absent from her tool list, weakening req_003. These failures trigger passes_all_hard=false and suppress the hard_requirements_fit dimension score significantly. Offsetting strengths include exceptional Meta paid social depth with quantified results (1607% revenue growth, 5.5+ ROAS), genuine agency-side experience (Wpromote, Huge Agency), strong hands-on operator profile, and Sprout Social tool match. Without Google Ads evidence, she cannot be considered a full fit for this role despite her otherwise strong paid social pedigree.",
"evidence_snippets": [
"Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months. Led 2 media buyers, managing $250K+ budgets, forecasting spend, and delivering reporting to stakeholders.",
"Managed over $350k in Ad spend across Meta and TikTok. [Vuori Clothing, via Huge Agency]",
"Revenue from social media ads increased by an exceptional 1607.43%... purchases increased by an impressive 871.43%... CPA decreased by -58.82% [Goodstuffjuices]",
"Led performance marketing team to drive 100% YoY GA4 revenue growth for Frye's paid channels. Launched sister brand Frye & Co., achieving revenue growth from $0 to over $170K in revenue within five months.",
"Tools listed: Facebook, Instagram, Sprout Social, Google Analytics, Google Tag Manager — Google Ads and TikTok Ads Manager absent from tool list.",
"Paid Social Media for www.johnnywas.com while I was contracted at Wpromote. [Multi-client agency context confirmed]",
"Exceeded KPIs with 5.5+ GA ROAS on Google & Meta, boosting Vici's paid media efficiency +50% in 3 months... Managed over $350k in Ad spend across Meta and TikTok.",
"Strong Meta evidence (Wpromote, Vuori $350K Meta+TikTok, Vici $250K+, Goodstuffjuices Facebook/Instagram). TikTok noted at Vuori. However, Google Ads is not listed as a tool and no Google Ads campaign management is explicitly cited — only 'Google Analytics' and 'GA ROAS' references. No evidence of managing 20+ simultaneous campaigns across multiple client accounts monthly."
],
"three_rs": {
"risks": [
"Google Ads experience is absent from both tool list and work history descriptions — this is a HARD requirement and the most critical gap.",
"TikTok Ads Manager not listed as a tool; TikTok experience at Vuori is mentioned but underdetailed.",
"Currently holds two active roles (Vici + Frye), raising real availability questions for an ASAP 15–20 hr/week engagement.",
"No explicit evidence of managing 20+ simultaneous campaigns/month across multiple clients in a structured cadence."
],
"rewards": [
"Exceptional Meta paid social depth with multi-year, multi-account, quantified performance outcomes (1607% revenue lift, 5.5+ ROAS, $250K–$400K+ spend managed).",
"Genuine agency experience at Wpromote and Huge Agency serving consumer-facing brands — directly relevant to Modern PR's environment.",
"Sprout Social listed as a tool — matches the agency's reporting stack.",
"Strong hands-on operator profile: personally executes campaigns, pixel setup, creative testing, audience segmentation, and stakeholder reporting."
],
"recommendations": [
"Screen specifically for Google Ads campaign management experience — ask for examples of Google Search, Performance Max, or Shopping campaign ownership.",
"Verify TikTok Ads Manager hands-on experience with specific campaign examples and spend levels.",
"Clarify current availability given two active engagements listed as 'Present' before advancing.",
"Confirm ability to manage 20+ simultaneous campaigns across multiple client accounts monthly."
]
},
"match_reasons": [
{
"reason": "Strong Meta paid social expertise with quantified results across multiple accounts and agencies",
"evidence": "Managed $250K–$400K+ in Meta ad spend; 5.5+ ROAS at Vici; 1607% revenue growth at Goodstuffjuices"
},
{
"reason": "Agency-side experience at Wpromote and Huge Agency serving consumer-facing brands",
"evidence": "Paid Social for JohnnyWas, Krewe Eyewear, Vuori Clothing while contracted at Wpromote and Huge Agency"
},
{
"reason": "Sprout Social tool match for reporting requirement",
"evidence": "Sprout Social listed in candidate tool stack"
},
{
"reason": "Hands-on operator with stakeholder reporting experience",
"evidence": "Delivering reporting to stakeholders at Vici; monthly performance metrics tracked across all engagements"
},
{
"reason": "Broad consumer-brand and ecommerce industry alignment",
"evidence": "Industries: Ecommerce, Marketing Agencies; subindustries span apparel, beauty, food, fitness — matching Modern PR's consumer-facing client base"
}
],
"hard_fail_reasons": [
"req_002 FAIL — Google Ads: No Google Ads campaign management is evidenced in work history or tool list. 'Google Analytics' and 'GA ROAS' references indicate measurement/attribution tools, not Google Ads platform ownership. Google Ads is a HARD requirement for this role.",
"req_003 PARTIAL FAIL — TikTok Ads: TikTok spend at Vuori is mentioned ($350K across Meta and TikTok), but TikTok Ads Manager is absent from the tool list and no standalone TikTok Ads campaign details are provided, making senior TikTok Ads ownership unverifiable from profile alone.",
"req_005 UNCONFIRMED — Multi-client 20+ campaign/month management: No explicit evidence of managing 20+ active campaigns per month across multiple simultaneous client accounts in a structured cadence. Agency context is present but the specific volume requirement is unverified."
]
}
],
"near_misses": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"passes_all_hard": false,
"score": 59,
"summary": "Roxane Chabassier is a genuinely strong paid social practitioner with impressive scale credentials — managing nearly $1M/month in paid media at Larroudé across Meta, TikTok, and Google, maintaining 5x ROAS. Her tool profile includes Meta, TikTok, Google Analytics, Sprout Social, and AdEspresso, and her skills list covers campaign architecture, audience segmentation, A/B testing, creative strategy, and performance reporting. She has agency and multi-client exposure. However, critical gaps prevent a hard-requirement pass: (1) Google Ads hands-on campaign execution is not explicitly confirmed — her tools list shows Google Analytics but not Google Ads as a distinct ad platform, and her profile narratives do not explicitly cite Google Ads campaign management; (2) TikTok Ads as a dedicated paid ad platform (vs. TikTok presence/GMV ads) is referenced but the depth is ambiguous for agency multi-client management; (3) there is zero explicit mention of agency environment work or managing 20+ campaigns per month across multiple client accounts simultaneously — most of her roles appear to be brand-side or single-client engagements; (4) her $60/hr rate translates to ~$4,800–$9,600/month depending on hours (15–20 hrs/week = $3,600–$4,800/month), which sits at or slightly below the $5K/month budget at 20 hrs/week, creating a marginal budget risk. The lack of confirmed multi-client agency background and unambiguous Google Ads execution evidence are the primary disqualifying gaps for this role.",
"synthesis_quote": "Roxane supported Larroudé's rapid growth by managing nearly $1M/month in paid media across Meta, TikTok, and Google. She strengthened creative testing, improved budget efficiency, and partnered with the CEO and in-house studio to scale high-performing ads while maintaining the brand's 5x ROAS.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Meta Ads confirmed; TikTok Ads referenced (GMV ads, LolaVie); 'Google' mentioned at Larroudé but Google Ads Manager execution not explicitly confirmed; no agency multi-client campaign management (20+ campaigns/month) evidence; no explicit mention of agency environment",
"rationale": "Meta and TikTok paid experience is reasonably evidenced, but Google Ads as a distinct hands-on platform is ambiguous. The multi-client agency requirement (req_005, req_009) is unmet — all engagements appear single-client brand-side. These are HARD requirements and their absence significantly depresses this score."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Managing nearly $1M/month in paid media across Meta, TikTok, and Google; 5x ROAS sustained; skills include campaign structure & budgeting, campaign optimization & attribution, creative strategy, scaling ad spend, pixel setup, retargeting, A/B testing",
"rationale": "Strong functional depth in paid social and paid media broadly. Creative strategy, audience segmentation, and performance optimization are all well-evidenced. Loses points for the Google Ads ambiguity and lack of explicit TikTok Ads Manager depth in agency context."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Marketing Agencies, Ecommerce, Apparel, Fashion, Consumer Packaged Goods; sub-industries include Celebrity Brands (LolaVie), Fashion (Larroudé); B2C consumer-facing brand experience is strong",
"rationale": "Good consumer-brand fit — Larroudé and LolaVie are consumer-facing brands that align with Modern PR's client base. Marketing Agencies is listed as an industry but no explicit agency-side (working for an agency) client management is confirmed in the work history. Partial credit for consumer brand relevance."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "Managed paid media for EasyDerm 'restructuring targeting, creative, and tracking'; at Larroudé 'managing nearly $1M/month in paid media across Meta, TikTok, and Google'; UGC management, pixel setup, new account set up all listed as executed skills",
"rationale": "Clear evidence of hands-on execution — personally building, optimizing, and managing campaigns at scale. HIPAA-compliance restructuring at EasyDerm and solo brand-level paid media management at Larroudé are strong operator signals. Penalized slightly for no agency multi-client simultaneous execution evidence."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Creative strategy/direction, campaign structure & budgeting, disciplined testing framework at Larroudé; refined audience strategy and cross-channel demand capture at LolaVie; HIPAA-compliant account restructuring at EasyDerm showing diagnostic judgment",
"rationale": "Solid strategic signals — audience refinement, creative testing discipline, cross-channel demand capture, and compliance-aware restructuring all demonstrate strategic judgment. Not enough explicit evidence of agency-level multi-client prioritization or planning."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools listed: Facebook, Instagram, TikTok, Sprout Social, AdEspresso, Google Analytics, A/B testing tools; Sprout Social explicitly listed in tools; Google Ads platform not explicitly listed (Google Analytics is different); no mention of TikTok Ads Manager as a distinct tool",
"rationale": "Sprout Social is confirmed — a meaningful match. Meta Ads (Facebook/Instagram) and TikTok are listed. However, Google Ads Manager is not explicitly in her tools list (Google Analytics is present, not Google Ads). PA11Y and Propellant are absent, though those are preferred. Missing Google Ads Manager is a notable gap."
},
"measurement_optimization": {
"score": 76,
"weight": 6,
"evidence": "Skills: analytics and reporting, campaign optimization & attribution, A/B testing, email marketing analytics; sustained 5x ROAS at Larroudé through 'disciplined testing'; Sprout Social listed for measurement/reporting",
"rationale": "Strong measurement orientation — attribution, A/B testing, ROAS tracking, and Sprout Social reporting are all evidenced. No explicit mention of monthly client performance reporting deliverables or multi-client reporting cadence, which the role specifically requires."
},
"availability_budget_fit": {
"score": 65,
"weight": 4,
"evidence": "Preferred hourly rate $60/hr; has_availability: true; located in Los Angeles (US timezone); 15–20 hrs/week at $60/hr = $3,600–$4,800/month, slightly below $5K/month ceiling but tight at upper end",
"rationale": "Available and US-based (LA timezone). Rate at 20 hrs/week ($4,800) comes in just under the $5K/month budget, which works but leaves little room. Active engagements at multiple companies simultaneously (Larroudé, LolaVie, EasyDerm, UFactory, etc.) raise a bandwidth concern for a 15–20 hr/week commitment to a new client."
}
},
"final_score_rationale": "Roxane's raw paid media capability is strong — $1M/month in media spend managed at 5x ROAS, Meta/TikTok/Google exposure, Sprout Social in her stack, and genuine creative + measurement skills. However, two HARD requirement failures drive the overall score down materially: (1) Google Ads hands-on execution is not explicitly confirmed — her tools list shows Google Analytics, not Google Ads Manager, and narratives say \"Google\" without specifying Google Ads campaign management; (2) multi-client agency environment experience is absent — all visible engagements are single-client brand-side roles, not the simultaneous 20+ campaign management across multiple client accounts an agency demands. A third concern is bandwidth: she currently holds 6+ simultaneous active engagements, raising questions about capacity for another 15–20 hr/week commitment. These gaps, especially the agency multi-client execution requirement (req_005, req_009) and Google Ads ambiguity (req_002), are HARD fails that prevent a strong recommendation despite her evident paid media talent.",
"evidence_snippets": [
"Managing nearly $1M/month in paid media across Meta, TikTok, and Google... maintaining the brand's 5x ROAS (Larroudé)",
"Managed paid media for EasyDerm... restructuring targeting, creative, and tracking to keep regulated medical accounts approved and scaling without policy violations",
"Roxane led paid social, paid search, influencer marketing, and TikTok GMV ads for LolaVie... refined audience strategy, strengthened creator partnerships, and optimized cross-channel demand capture",
"Tools listed: Facebook, Instagram, TikTok, Sprout Social, AdEspresso, Google Analytics — Google Ads Manager not explicitly listed",
"Skills: campaign structure & budgeting, campaign optimization & attribution, scaling ad spend, pixel setup, retargeting, A/B testing, creative strategy/direction",
"Preferred hourly pay rate: $60/hr; has_availability: true; located in Los Angeles, California, US",
"Roxane supported Larroudé's rapid growth by managing nearly $1M/month in paid media across Meta, TikTok, and Google. She strengthened creative testing, improved budget efficiency, and partnered with the CEO and in-house studio to scale high-performing ads while maintaining the brand's 5x ROAS.",
"Meta Ads confirmed; TikTok Ads referenced (GMV ads, LolaVie); 'Google' mentioned at Larroudé but Google Ads Manager execution not explicitly confirmed; no agency multi-client campaign management (20+ campaigns/month) evidence; no explicit mention of agency environment"
],
"three_rs": {
"relevant": "Roxane has deep paid social execution experience at significant scale ($1M/month, 5x ROAS at Larroudé), confirmed Meta and TikTok paid media work, Sprout Social in her stack, strong creative strategy and audience segmentation skills, and consumer brand industry alignment.",
"risks": "Google Ads Manager is not explicitly confirmed as a hands-on platform (only Google Analytics appears in tools); no agency multi-client environment evidence — all roles appear brand-side single-client; currently juggling 6+ simultaneous engagements raising bandwidth concerns; no explicit 20+ campaigns/month multi-client management evidence.",
"recommendation": "Do not advance without clarification on: (1) explicit Google Ads campaign management experience with examples, (2) any prior agency-side or simultaneous multi-client campaign management experience, and (3) bandwidth given current portfolio of active engagements. If she can confirm these, she becomes a competitive candidate."
},
"match_reasons": [
{
"reason": "Paid media at major scale: managed ~$1M/month across Meta, TikTok, and Google at Larroudé while sustaining 5x ROAS — demonstrates the spend management and optimization rigor this role demands ($30K–$40K/month).",
"evidence": "Scaling $1M/month in paid media with disciplined testing, driving efficient growth while sustaining 5x ROAS."
},
{
"reason": "Sprout Social confirmed in tools stack — directly matches the agency's reporting tool requirement.",
"evidence": "Sprout Social listed in candidate tools."
},
{
"reason": "Consumer-facing brand experience across Fashion, Celebrity Brands, Healthcare, and Ecommerce aligns with Modern PR's boutique agency client profile.",
"evidence": "Sub-industries: Celebrity Brands (LolaVie), Fashion (Larroudé), Healthcare/Dermatology (EasyDerm)."
},
{
"reason": "Hands-on creative strategy, audience segmentation, and campaign architecture skills are all explicitly listed and evidenced in narratives.",
"evidence": "Skills: creative strategy/direction, campaign structure & budgeting, campaign optimization & attribution, audience segmentation."
}
],
"hard_fail_reasons": [
"req_002 (Google Ads — HARD): Google Ads Manager is not explicitly listed in her tools (Google Analytics is present, which is a measurement tool, not an ad buying platform). Work narratives reference 'Google' but do not confirm hands-on Google Ads campaign management. This HARD requirement cannot be confirmed from profile evidence.",
"req_005 (Multi-Client Campaign Management — HARD): No evidence of simultaneously managing 20+ campaigns per month across multiple client accounts. All visible roles appear to be single-client brand-side engagements, not agency-style multi-client campaign management.",
"req_009 (Agency Environment — HARD): While 'Marketing Agencies' is listed as an industry classification, no work history entry confirms she has operated within a digital marketing agency managing multiple client accounts. All work history entries appear to be direct brand engagements."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jotero_consulting_at_gmail_com",
"email": "jotero.consulting@gmail.com",
"name": "Jose Otero",
"passes_all_hard": false,
"score": 59,
"summary": "Jose Otero is an elite paid social operator with 10+ years of experience, $100M+ in managed spend, and a genuinely impressive track record across Meta and TikTok at scale (Cerebral, SNOW, Scale AI, MarketerHire). He brings exceptional depth in Meta and TikTok, strong creative testing frameworks, multi-client/multi-locale management, and agency-level autonomy. However, he presents a meaningful gap on two HARD requirements: Google Ads experience is entirely absent from his profile, and TikTok Ads while present is not framed in an agency/client-portfolio context. The rate ($80/hr → ~$13,600/mo at 15–20 hrs/week or ~$5,200/mo at 15 hrs) may also stretch or exceed the $5K/month retainer ceiling. Despite the Meta depth, the Google Ads gap is a genuine hard fail under the role's classified requirements.",
"synthesis_quote": "Meta, TikTok, LinkedIn, Reddit — across DTC, telehealth, CPG, B2B, and subscription. Managed $250k per day on Meta and TikTok, scaled patient acquisition within CPA and payback goals.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Meta and TikTok: strong proven evidence (Cerebral $10M+/mo, SNOW, Scale AI, MarketerHire). Google Ads: zero mention in profile, tools list, or any role. TikTok Ads present but only in-house/direct brand contexts, not multi-client agency accounts.",
"rationale": "Two of three core channel HARD requirements are at least partially met (Meta strongly, TikTok partially), but Google Ads is entirely absent — a clear hard fail on req_002. This cannot be overlooked. Multi-client campaign management is demonstrated at MarketerHire and Scale AI but not explicitly in an agency retainer model. Audience segmentation and performance reporting are strong. Score is suppressed significantly by the Google Ads gap and the agency multi-client context gap."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "Scaled daily spend 30x at Cerebral across Meta and TikTok; ROAS 18% lift and CAC ~5% reduction at SNOW; 8x paid program growth at MarketerHire with cost per SQL flat; $700K/mo run-rate at Scale AI in under 90 days.",
"rationale": "Jose's depth in paid social is exceptional. He demonstrates end-to-end ownership — strategy, build, creative testing, audience segmentation, attribution, and optimization — across multiple high-stakes programs. The absence of Google Ads limits the score from a 90+ given the role explicitly requires it, but his functional depth in paid social broadly is among the strongest possible."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Ecommerce (SNOW DTC), Healthcare (Cerebral telehealth), CPG (Anheuser-Busch InBev), B2B SaaS/Marketplace (MarketerHire, Scale AI). Consumer-facing brand experience is strong. Agency environment: MarketerHire role is as a fractional consultant, hw lab is co-founded agency.",
"rationale": "Strong consumer-facing brand (DTC, CPG, healthcare subscription) experience aligns well with Modern PR's clientele. Co-founder of hw lab provides agency context. However, the profile leans more toward in-house brand/startup roles than multi-client boutique agency execution, which is the specific context here."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "Managed $250k per day on Meta and TikTok personally; built creative testing and attribution frameworks from zero; rolled out mobile-first landing page program; rebuilt attribution at Scale AI to close Meta-vs-backend CPA gap.",
"rationale": "Jose is clearly a hands-on operator. He personally built programs from zero, managed spend at scale, optimized creative testing, and ran attribution — not a delegator or advisor. This is precisely what the role needs."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "Built the creative testing and qualified-demo attribution frameworks at MarketerHire; account-structure overhauls and audience rebuilds focused on signal quality at SNOW; HIPAA-aligned tracking and creative + audience testing framework at Cerebral.",
"rationale": "Strong strategic instincts demonstrated by framework-building, ICP positioning work, and multi-locale architecture at Scale AI. He operates as a peer-level thinker, not just an executor — exactly what Jennifer needs."
},
"tool_platform_fit": {
"score": 48,
"weight": 8,
"evidence": "Tools listed: A/B testing tools, Canva, Excel/Sheets, Google Analytics, landing page tools. No mention of Google Ads, Sprout Social, TikTok Ads Manager explicitly, or PA11Y.",
"rationale": "Meta Ads Manager and TikTok Ads are implied by his roles but not listed as tools. Google Ads is absent. Sprout Social (reporting tool for this role) not mentioned. PA11Y not mentioned. Tool profile is thin relative to the role's explicit stack — this is a notable gap in documented platform fluency for the specific tools called out."
},
"measurement_optimization": {
"score": 82,
"weight": 6,
"evidence": "Rebuilt attribution to close a Meta-vs-backend CPA gap at Scale AI; built qualified-demo attribution frameworks at MarketerHire; CAC down 27% and consultation bookings up 23% at Parallel Learning; ROAS 18% lift at SNOW.",
"rationale": "Clear evidence of owning measurement, building attribution models, diagnosing funnel gaps, and iterating to results. Strong dimension — the reporting/monthly cadence for two clients is plausible given his track record."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "Preferred hourly rate: $80/hr. Role is 15–20 hrs/week retainer at $5,000/month. At 15 hrs/week × 4 weeks = 60 hrs/month × $80 = $4,800/mo (barely fits); at 20 hrs/week = 80 hrs/month × $80 = $6,400/mo (exceeds budget). Has availability per Neon status.",
"rationale": "Rate is at the edge of or above the $5K/month budget ceiling depending on actual hours worked. At minimum hours (15/week) it is marginally feasible; at 20 hrs/week it is 28% over budget. This creates a meaningful fit risk. Availability is confirmed active. Location (Jamaica, NY) is Eastern US — favorable timezone. Score reflects budget tension."
}
},
"final_score_rationale": "Jose Otero is one of the strongest pure Meta/TikTok paid social operators in the candidate pool, with $100M+ in managed spend, landmark programs at Cerebral and SNOW, and clear peer-level seniority. His hands-on execution, strategic judgment, and measurement depth are all elite. However, two hard requirements drag the composite score significantly: (1) **Google Ads is entirely absent** from his profile — no mention in any role, tools list, or summary — making this a definitive hard fail on req_002; (2) the **$80/hr rate** exceeds the $5K/month retainer budget at the role's upper hour range (20 hrs/week = ~$6,400/month). TikTok Ads is present but in direct brand contexts, not explicitly multi-client agency accounts. Sprout Social and PA11Y are unaddressed. The Google Ads gap alone disqualifies him under strict hard requirement scoring, even though his Meta depth would otherwise make him a top candidate.",
"evidence_snippets": [
"Meta, TikTok, LinkedIn, Reddit — across DTC, telehealth, CPG, B2B, and subscription. $100M+ in personally managed spend.",
"Managed $250k per day on Meta and TikTok, scaled patient acquisition within CPA and payback goals. [Cerebral]",
"Built the creative testing and qualified-demo attribution frameworks that justified the ramp and partnered with internal marketing leadership on ICP positioning. [MarketerHire]",
"Built the program from zero to a $700K/mo run-rate in under 90 days at ~40% below target backend CPA, and rebuilt attribution to close a Meta-vs-backend CPA gap. [Scale AI]",
"Tools listed in profile: A/B testing tools, Canva, Excel/Sheets, Google Analytics, landing page tools — no Google Ads, Sprout Social, or TikTok Ads Manager explicitly listed.",
"Preferred hourly pay rate: $80/hr — at 20 hrs/week × 4 weeks = $6,400/month, exceeding the $5,000/month retainer ceiling.",
"Meta, TikTok, LinkedIn, Reddit — across DTC, telehealth, CPG, B2B, and subscription. Managed $250k per day on Meta and TikTok, scaled patient acquisition within CPA and payback goals.",
"Meta and TikTok: strong proven evidence (Cerebral $10M+/mo, SNOW, Scale AI, MarketerHire). Google Ads: zero mention in profile, tools list, or any role. TikTok Ads present but only in-house/direct brand contexts, not multi-client agency accounts."
],
"three_rs": {
"reach": "Jose's background spans DTC ecommerce, telehealth, CPG, and B2B SaaS — strong consumer-facing brand exposure. His hw lab co-founder role gives agency context, though most named work is direct brand/startup.",
"relevance": "Highly relevant for Meta and TikTok paid social strategy and execution. Audience segmentation, creative testing, and attribution are all demonstrated at scale. Google Ads relevance is entirely absent.",
"reliability": "Strong reliability signals: 2.5 years at MarketerHire, consistent performance outcomes across multiple roles, Meta Certified Performance Marketing Specialist, active status with confirmed availability."
},
"match_reasons": [
{
"reason": "Exceptional Meta Ads depth — $10M+/mo managed at Cerebral, ROAS 18% lift at SNOW, 8x growth at MarketerHire",
"evidence": "Managed $250k per day on Meta and TikTok, scaled patient acquisition within CPA and payback goals."
},
{
"reason": "TikTok Ads hands-on experience across multiple high-spend programs (Cerebral, SNOW, Scale AI)",
"evidence": "Scaled daily spend 30x in a compliance-heavy mental health category across US and UK [Cerebral, Meta + TikTok]."
},
{
"reason": "Peer-level senior operator — Meta Certified, Johns Hopkins BA Economics, co-founder of hw lab, 10+ years experience",
"evidence": "10+ years running paid social. $100M+ in personally managed spend. Meta Certified Performance Marketing Specialist."
},
{
"reason": "Strong measurement and attribution ownership — built and rebuilt attribution frameworks independently",
"evidence": "Rebuilt attribution to close a Meta-vs-backend CPA gap [Scale AI]; built qualified-demo attribution frameworks [MarketerHire]."
},
{
"reason": "Creative strategy and campaign architecture depth — account-structure overhauls, creative testing at volume, audience rebuilds",
"evidence": "Lifted ROAS 18% and reduced CAC ~5%... driven by account-structure overhauls, creative testing at volume, and audience rebuilds focused on signal quality. [SNOW]"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_002 (Google Ads): Google Ads experience is entirely absent from Jose's profile. No role, tool, or summary reference to Google Ads exists. This is a mandatory channel requirement for the role.",
"BUDGET RISK — req_008 ($5,000/month retainer): Jose's preferred rate of $80/hr produces $6,400/month at the role's upper hour range (20 hrs/week), exceeding the $5,000/month ceiling by 28%. Only viable at minimum hours (~15 hrs/week = $4,800/mo), leaving no buffer."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "b_at_316_interactive_com",
"email": "b@316-interactive.com",
"name": "Bobby Taslimi",
"passes_all_hard": false,
"score": 59,
"summary": "Bobby Taslimi is an experienced paid social operator with strong Meta and TikTok execution, demonstrated multi-client management, and solid performance results across consumer and financial verticals. He brings genuine hands-on depth — scaling spend, rebuilding campaign architecture, and running structured creative testing frameworks. However, his profile shows a critical gap in Google Ads (no evidence whatsoever), which is a HARD requirement for this role. TikTok Ads is present but limited to one engagement (Shotsy). His tool stack is dated and missing the agency's core platforms (Meta Ads Manager not listed explicitly, no Google Ads, no Sprout Social, no TikTok Ads Manager). No agency environment experience is documented, and his rate at $55/hr aligns with the $5K/month retainer at ~15–20 hrs/week only at the lower end. These gaps prevent a pass on hard requirements.",
"synthesis_quote": "Bobby leads paid social strategy across Meta and TikTok... scaled ad spend to over $100K+/month... managing approximately $20K/month in ad spend, Bobby built and optimized campaigns that consistently generated qualified leads under $20.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Meta and TikTok presence confirmed; Google Ads absent from profile entirely; no agency environment documented; multi-client management evidenced across 6 concurrent engagements.",
"rationale": "Three of nine hard requirements are either failed or unmet: req_002 (Google Ads — zero evidence), req_009 (agency environment — all engagements appear to be direct-client freelance), and req_003 (TikTok Ads — present but thin, only one role). Meta (req_001), multi-client (req_005), audience segmentation (req_006), performance reporting (req_007), and seniority (req_004) show reasonable evidence. Google Ads is a full HARD fail."
},
"functional_expertise": {
"score": 75,
"weight": 20,
"evidence": "5x scaled ad spend while reducing CPA from $33 to $19–$21 at Shotsy; scaled Neighbors Bank to $100K+/month; built acquisition engine from 0 to $2K/day at Zoe Financial.",
"rationale": "Strong Meta paid social expertise with meaningful results. Creative strategy, UGC production, structured testing frameworks, and CPA management are well-evidenced. TikTok is present but secondary. Google Ads expertise is entirely absent, reducing overall functional depth for this tri-platform role."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "Industries listed include Marketing Agencies, Ecommerce, Consumer-facing brands (Shotsy, Icebound Essentials), financial services (Zoe Financial, Neighbors Bank, Quest Health Insurance).",
"rationale": "Consumer-facing brand experience is present (Shotsy, Dolca, Icebound Essentials), which aligns with Modern PR's client base. However, no documented boutique digital agency experience. Financial services and healthcare are somewhat adjacent but not directly consumer brand/PR agency context. Relevant but not a tight fit."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "Bobby leads paid social strategy across Meta and TikTok... deployed a proven UGC production system to source and brief creators... ran a consistent optimization cadence, alternating between insight-led creative briefs and detailed reporting.",
"rationale": "Clear operator-level execution: builds accounts from scratch, runs creative briefs, manages budgets, iterates on performance data. Personally executes rather than delegates. Multi-client concurrency (6 active roles) demonstrates hands-on bandwidth. Penalized slightly for no Google Ads execution evidence."
},
"strategy_and_judgment": {
"score": 78,
"weight": 10,
"evidence": "Implemented a scalable testing architecture that prioritized dataset integrity, creative iteration based on retention metrics, and disciplined budget allocation; through a deep funnel and tracking audit, he uncovered crucial app and infrastructure issues.",
"rationale": "Strong evidence of structured hypothesis-driven testing, funnel diagnosis (Jingle Pay audit), creative strategy rooted in consumer research, and budget prioritization. Translates business goals into campaign architecture. Does not demonstrate Google Ads or programmatic strategy, limiting breadth."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Tools listed: AdEspresso, AdRoll, Canva, Google Analytics, Excel/Sheets, Photoshop, A/B testing tools, CRMs, landing page tools. No mention of Meta Ads Manager, Google Ads, TikTok Ads Manager, Sprout Social, or PA11Y.",
"rationale": "Major gaps vs. the role's required stack: no Google Ads, no TikTok Ads Manager explicitly listed, no Sprout Social, no PA11Y. AdEspresso is a Meta third-party tool and implies some Meta familiarity, but the core platforms are absent from the tools section. This is a significant platform fit gap for an explicitly tool-defined role."
},
"measurement_optimization": {
"score": 72,
"weight": 6,
"evidence": "Every other week, Bobby presents new creative briefs rooted in fresh insights, alternating with detailed reporting and strategic analysis; he runs a consistent optimization cadence, alternating between insight-led creative briefs and detailed reporting with strategic recommendations.",
"rationale": "Consistent reporting cadence, CPA tracking, creative performance iteration, and KPI ownership are evidenced. Monthly client reporting structure aligns with the role's requirement for two clients. Lacks explicit attribution modeling or Sprout Social reporting evidence."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $55/hr; has_availability: true; location: Wilmington, Delaware, US.",
"rationale": "$55/hr × 20 hrs/week = $4,400/month; × 22 hrs = $1,210/week or ~$4,840/month — tight but roughly workable against the $5K/month retainer at 15–20 hrs/week. US-based, active availability confirmed. Six concurrent active engagements raise a genuine bandwidth concern for adding another client at this volume."
}
},
"final_score_rationale": "Bobby's score is primarily driven down by a hard fail on Google Ads (req_002) — the single most disqualifying gap in this profile, as the role explicitly requires proven, hands-on Google Ads experience and no evidence exists in his profile. A second concern is the absence of documented agency environment experience (req_009); all his engagements appear to be direct-client freelance work, not agency-side multi-client management in the traditional sense. TikTok Ads is present but thin. On the positive side, Bobby demonstrates genuine Meta paid social depth, multi-client concurrency, strong CPA management, structured creative testing, and operator-level execution — all strong signals for the Meta/TikTok portion of this role. His rate is marginally compatible with the $5K budget. The Google Ads hard fail alone mandates passes_all_hard = false and substantially depresses the hard_requirements_fit score, pulling the composite score below the hire threshold despite otherwise solid paid social credentials.",
"evidence_snippets": [
"5x scaled ad spend while reducing CPA from $33 to $19–$21 by rebuilding the account around deep consumer research... deploying a proven UGC production system to source and brief creators for performance-driven ads. (Shotsy)",
"Bobby unlocked paid social from 0 to $2,000/day in ad spend and built the acquisition engine from the ground up... implementing a structured testing framework, disciplined campaign architecture, and data-driven budget allocation. (Zoe Financial)",
"Scaled ad spend to over $100K+/month by building a performance-driven acquisition system centered on research and creative strategy. (Neighbors Bank)",
"Through a deep funnel and tracking audit, he uncovered crucial app and infrastructure issues that were preventing campaigns from optimizing properly. (Jingle Pay)",
"Managing approximately $20K/month in ad spend, Bobby built and optimized campaigns that consistently generated qualified leads under $20. (Quest Health Insurance)",
"Tools listed: AdEspresso, AdRoll, Canva, Google Analytics, Excel/Sheets — no Google Ads, TikTok Ads Manager, Sprout Social, or PA11Y documented anywhere in profile.",
"Bobby leads paid social strategy across Meta and TikTok... scaled ad spend to over $100K+/month... managing approximately $20K/month in ad spend, Bobby built and optimized campaigns that consistently generated qualified leads under $20.",
"Meta and TikTok presence confirmed; Google Ads absent from profile entirely; no agency environment documented; multi-client management evidenced across 6 concurrent engagements."
],
"three_rs": {
"reach": "Bobby manages 6 concurrent paid social engagements across consumer, fintech, healthcare, and mortgage verticals — demonstrating broad reach across B2C audiences and multi-client bandwidth.",
"relevance": "His Meta and TikTok paid social execution, UGC-driven creative strategy, CPA optimization, and performance reporting cadence are directly relevant to Modern PR's core needs. Consumer brand experience (Shotsy, Dolca, Icebound Essentials) aligns with the agency's client roster.",
"risks": "Critical hard fail: zero Google Ads evidence in a role requiring tri-platform (Meta + Google + TikTok) proficiency. No documented agency environment experience. Tool stack missing all core platforms (Meta Ads Manager, Google Ads, TikTok Ads Manager, Sprout Social). Six active concurrent engagements may constrain bandwidth for a demanding new retainer."
},
"match_reasons": [
{
"reason": "Strong Meta paid social execution with measurable CPA results",
"evidence": "5x scaled ad spend while reducing CPA from $33 to $19–$21 at Shotsy"
},
{
"reason": "Multi-client concurrency demonstrated across 6 simultaneous engagements",
"evidence": "Active as Paid Social Media Marketer at Shotsy, Zoe Financial, Neighbors Bank, Jingle Pay, Quest Health Insurance, Icebound Essentials, and Dolca concurrently"
},
{
"reason": "Structured creative testing and performance reporting cadence aligned with role's reporting requirements",
"evidence": "Every other week, Bobby presents new creative briefs rooted in fresh insights, alternating with detailed reporting and strategic analysis"
},
{
"reason": "Consumer-facing brand experience aligns with Modern PR's client base",
"evidence": "Industries include Consumer Packaged Goods, Ecommerce, Local Businesses across multiple sub-industries"
},
{
"reason": "Significant media spend management experience ($100K+/month at Neighbors Bank)",
"evidence": "Scaled ad spend to over $100K+/month by building a performance-driven acquisition system"
}
],
"hard_fail_reasons": [
"req_002 HARD FAIL — Google Ads: No evidence of Google Ads experience anywhere in the profile. Skills, tools, and work history are entirely absent of Google Ads. This is a HARD requirement and a full disqualifier.",
"req_003 PARTIAL CONCERN — TikTok Ads: TikTok is mentioned at Shotsy only ('Meta and TikTok'). Evidence is thin for a HARD tri-platform requirement; not a full hard fail but meaningfully below expectation.",
"req_009 CONCERN — Agency Environment: All documented work appears to be direct-client freelance engagements. No boutique digital agency environment experience is documented, which is a HARD requirement for autonomous day-one execution in an agency context."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ryanstaf_at_gmail_com",
"email": "ryanstaf@gmail.com",
"name": "Ryan Stafford",
"passes_all_hard": false,
"score": 59,
"summary": "Ryan Stafford is a strong Meta/TikTok paid social specialist with 7+ years managing DTC brand campaigns, scaling budgets from $20K to $1M+, and executing creative-heavy strategies for fashion and apparel brands. He demonstrates clear senior-level, hands-on execution capability and solid campaign architecture skills. However, his profile reveals a critical gap: Google Ads experience is only mentioned in passing (Garrett Leight, Oliver Cabell) without depth or proof of campaign ownership, and — most critically — there is no evidence of agency-side experience managing multiple client accounts simultaneously. His entire career appears to be brand-side (in-house/contractor for individual DTC brands), not agency-side with multi-client portfolio management. TikTok Ads experience is confirmed for Reformation and Oliver Cabell. The $60/hr preferred rate equates to ~$4,800–$5,400/month at 15–20 hrs/week, which is on the edge of the $5,000/month budget. Sprout Social, PA11Y, and Propellant are absent from his profile. AI/generative search awareness is not mentioned. These gaps result in hard requirement failures on agency multi-client management (req_009) and introduce meaningful risk on Google Ads depth (req_002).",
"synthesis_quote": "I led paid media and growth strategy for Oliver Cabell...scaling monthly ad spend from approximately $30K to over $1M+ while driving consistent, profitable growth...Operating within a lean team, I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 42,
"weight": 25,
"evidence": "Meta confirmed across 6+ brands; TikTok confirmed at Reformation and Oliver Cabell; Google mentioned at Garrett Leight and Oliver Cabell but with no depth. No agency/multi-client environment evidence — all roles appear brand-side or single-client contracts.",
"rationale": "Three of the seven HARD requirements present meaningful failures: req_002 (Google Ads depth is asserted but not demonstrated with campaign specifics), req_005 (no evidence of managing 20+ campaigns/month across a multi-client portfolio), and req_009 (no agency environment experience — all work is brand-side). These are critical misses against the role's core structure."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "Managed 8-figure budgets; scaled Mott & Bow from $20K to $250K–$300K/month; Alala from loss-making at $25K to profitable at $100K/month at 2.5x ROAS; deep Meta and TikTok paid social specialization.",
"rationale": "Ryan is genuinely strong in paid social functional expertise, particularly Meta and TikTok. Creative strategy, audience segmentation, retargeting, pixel setup, and campaign structure are all evidenced concretely. Google Ads is cited but thin — the profile never demonstrates depth in search, shopping, or PMax, which the role requires equally."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "All experience is in DTC consumer-facing fashion/apparel/beverage brands (Reformation, Saturdays NYC, Oliver Cabell, Alala, Mott & Bow). Marketing Agencies listed as industry classification but no actual agency-side work evidenced.",
"rationale": "Modern PR serves consumer-facing brands, so the consumer DTC experience is genuinely relevant to the type of creative and audience work required. However, the agency model (managing multiple client accounts simultaneously at a boutique agency) is a distinct operating environment Ryan has not demonstrated. The 'Marketing Agencies' industry tag appears to be a classification artifact rather than real experience."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization; scaled spend from $20K to $250K–$300K at Mott & Bow; 'I owned full-funnel performance marketing across Meta, TikTok, Google, Pinterest, and MNTN.'",
"rationale": "Ryan is clearly a hands-on operator who personally builds, launches, tests, and optimizes campaigns. He consistently operated on lean teams without delegation. This is one of his strongest dimensions relative to the role's needs."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "Developing market-specific creative approaches, audience strategies, and testing frameworks; budget forecasting for sales initiatives; leveraging Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models.",
"rationale": "Strong evidence of strategic diagnosis, testing frameworks, international market expansion, and creative direction grounded in data. He translates business context into actionable campaign architecture — a clear signal of senior judgment."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools listed: Triple Whale, Northbeam, GA4, Canva, Excel/Sheets, Google Analytics. No Sprout Social, no PA11Y, no Propellant mentioned anywhere in the profile.",
"rationale": "Meta Ads Manager and TikTok Ads are implicitly confirmed. Google Ads is stated but undetailed. Sprout Social (measurement/reporting — an IMPORTANT tool) and PA11Y (content scheduling) are both absent. His analytics stack (Triple Whale, Northbeam) is DTC-brand-oriented, not agency reporting-oriented. Tool fit is meaningfully below role requirements."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "Leveraging Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models; scaled Alala to 2.5x ROAS within four months; maintained ~2.25x ROAS at Mott & Bow.",
"rationale": "Strong evidence of attribution modeling, ROAS/CPA tracking, performance iteration, and testing frameworks. The gap is that all measurement experience is in brand-side single-account contexts, not multi-client monthly reporting environments (which this role requires)."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred rate: $60/hr. At 15–20 hrs/week, this equals ~$3,600–$4,800/month — potentially within the $5,000/month budget ceiling, but at the high end. Has availability per Neon status.",
"rationale": "Rate is borderline — at 20 hrs/week it hits $4,800/month, just under budget. At any surge hours it exceeds the $5,000/month retainer. Availability is confirmed active. No timezone or onboarding timing concerns noted. Marginal fit."
}
},
"final_score_rationale": "Ryan's raw paid social capability — particularly on Meta and TikTok — is genuinely strong, and his hands-on execution track record across multiple DTC scale-ups is well documented. However, this role has three hard requirement failures that meaningfully suppress his score: (1) No agency-side multi-client experience (req_009, req_005) — every role in his profile is brand-side or single-brand contracting, and the operational reality of managing 20+ campaigns/month across a portfolio of clients is structurally different from what he's done; (2) Google Ads depth is shallow — mentioned at Garrett Leight and Oliver Cabell but never elaborated with campaign structure, spend levels, or performance outcomes, making it plausible but unproven at a senior level (req_002); (3) No evidence of AI/generative search awareness, Sprout Social proficiency, or agency reporting workflows. These gaps are significant because Modern PR needs someone who can independently run a multi-client agency book of business from day one — not a strong brand-side operator who would need to adapt. His functional expertise and execution quality are real assets, but the agency/multi-client hard requirement failure is disqualifying per the rubric.",
"evidence_snippets": [
"I owned full-funnel performance marketing across Meta, TikTok, Google, Pinterest, and MNTN, scaling monthly ad spend from approximately $30K to over $1M+",
"I managed large-scale paid social campaigns across Meta (Facebook and Instagram) and TikTok, optimizing complex account structures to improve efficiency and support revenue growth [Reformation]",
"Operating within a lean team, I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization",
"I turned the account profitable and scaled spend to over $100K/month while achieving a 2.5x ROAS within four months [Alala]",
"I increased monthly ad spend from approximately $20K to over $250K–$300K while maintaining target CPA [Mott & Bow]",
"leveraging platforms such as Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models",
"I led paid media and growth strategy for Oliver Cabell...scaling monthly ad spend from approximately $30K to over $1M+ while driving consistent, profitable growth...Operating within a lean team, I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization.",
"Meta confirmed across 6+ brands; TikTok confirmed at Reformation and Oliver Cabell; Google mentioned at Garrett Leight and Oliver Cabell but with no depth. No agency/multi-client environment evidence — all roles appear brand-side or single-client contracts."
],
"three_rs": {
"relevant": "7+ years of hands-on Meta and TikTok paid social execution with proven ability to scale budgets, build testing frameworks, and direct creative strategy for DTC consumer brands — directly transferable to Modern PR's paid social workload.",
"risks": "No demonstrated agency-side or multi-client portfolio management experience; Google Ads depth is unproven; no evidence of Sprout Social, AI/generative search awareness, or multi-client performance reporting workflows.",
"red_flags": "The 'Marketing Agencies' industry classification in Neon appears to be a tagging artifact — no actual agency role appears anywhere in his work history, which is a direct contradiction of the hard agency environment requirement (req_009)."
},
"match_reasons": [
{
"reason": "Proven Meta Ads senior execution across 6+ brands with 8-figure budget experience",
"evidence": "scaling monthly ad spend from approximately $30K to over $1M+ [Oliver Cabell]"
},
{
"reason": "TikTok Ads confirmed at Reformation and Oliver Cabell with creative-led strategy",
"evidence": "managed large-scale paid social campaigns across Meta and TikTok, optimizing complex account structures [Reformation]"
},
{
"reason": "Hands-on campaign builder and optimizer — not a delegator",
"evidence": "I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization"
},
{
"reason": "Strong creative strategy and audience segmentation capabilities",
"evidence": "developing content informed by a strong understanding of the 25–40 male, higher-income demographic"
},
{
"reason": "Attribution and measurement sophistication with Triple Whale, Northbeam, GA4",
"evidence": "leveraging Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models"
}
],
"hard_fail_reasons": [
"req_009 FAIL — Agency Environment: No agency-side experience is evidenced anywhere in the profile. All roles are brand-side (in-house or single-brand contractor). The role explicitly requires prior experience in a digital marketing agency managing multiple client accounts independently from day one.",
"req_005 FAIL — Multi-Client Campaign Management: No evidence of managing 20+ campaigns/month across a portfolio of multiple client accounts simultaneously. All campaign management was for individual brands.",
"req_002 RISK — Google Ads: Google Ads is mentioned at Garrett Leight and Oliver Cabell but no campaign depth, spend levels, or performance results are described, making senior-level Google Ads ownership unverified. Not a hard fail but a significant unresolved risk against a HARD requirement."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "cameron_rzonca_at_gmail_com",
"email": "cameron.rzonca@gmail.com",
"name": "Cameron Rzonca",
"passes_all_hard": false,
"score": 59,
"summary": "Cameron Rzonca presents an impressive paid social background with notable brand-name experience (adidas, Pella, Hasbro) and clear fluency in Meta and TikTok. However, a critical HARD requirement gap exists: there is no credible evidence of Google Ads hands-on experience. His tool set lists Google Analytics but not Google Ads, and no work history entry references running Google Ads campaigns. Additionally, the profile has a notable overlap/timeline inconsistency (Pella and Hasbro roles share the exact same date range and are listed alongside adidas as \"Present\"), raising concerns about accuracy. The profile also lacks agency environment experience in the traditional multi-client retainer sense — most roles are in-house or direct brand engagements. His paid social chops on Meta and TikTok are strong, and Sprout Social is listed as a tool, but the Google Ads gap is a hard fail that cannot be overlooked for this role.",
"synthesis_quote": "Budgets average roughly 6mm/quarter on TikTok, Meta, Snap, Reddit, and Pinterest... reduced CPL from over $500 to under $100 for both the Masterbrand and Replacement business units... navigating complex advertising guidelines on platforms like Meta and Google [Ads not confirmed in tool list or campaign specifics].",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "Meta: strong (adidas, Pella, Hasbro, Aspen campaigns clearly described). TikTok: strong (multiple roles). Google Ads: absent — tool list shows 'Google Analytics' only; no work history entry specifies running Google Ads campaigns. Agency multi-client experience: weak — most roles are in-house brand-side. Multi-client campaign management at 20+/month: plausible but not explicitly stated.",
"rationale": "Two of three HARD channel requirements (Meta, TikTok) are well-evidenced. Google Ads (req_002) is a hard fail — no concrete evidence anywhere in the profile. Agency autonomous execution (req_009) is also questionable as most experience is in-house. These gaps suppress this score significantly."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "'Managed a 35M budget balancing between performance and brand marketing' | 'reduced CPL from over $500 to under $100' | 'Drove 3,000 homeowner leads at a cost of $36/lead' | 'Led paid social for Hasbro across brands like Monopoly and Play-Doh'",
"rationale": "Deep paid social expertise on Meta and TikTok is clearly demonstrated with quantified results. Audience segmentation, full-funnel execution, and BLS/CLS measurement show functional depth. Score is capped because Google Ads — a required third channel — is absent, limiting the functional coverage this role demands."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "'Marketing Agencies' listed as an industry | Madwire (small business marketing, social media department) | Local Businesses, Ecommerce, Consumer Packaged Goods all in classifications | 'began career in small business marketing, leading the social media department at Madwire'",
"rationale": "Cameron has consumer-brand experience at scale (adidas, Hasbro, Cheesecake Factory) and small business/local business exposure through Madwire, which aligns with a consumer-facing boutique agency. However, most senior experience is in-house for large brands, not managing multi-client agency portfolios. Partial relevance."
},
"hands_on_execution": {
"score": 70,
"weight": 15,
"evidence": "'Led creative and strategy for adidas x Reddit AMA series' | 'I led a team of 5 in planning and executing lead generation and brand awareness strategies' | 'Built campaigns around 24/7 support, 95% cost savings' | 'Drove 3,000 homeowner leads at a cost of $36/lead'",
"rationale": "Cameron demonstrates hands-on execution in paid social — building campaigns, optimizing CPL, directing creative. However, Director-level roles involve managing teams of 5–10, which raises questions about how much is personal execution vs. delegation. For a 15-20 hr/week operator role, some concern exists that he may be more of a team lead than a solo executor."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "'Pivoted from awareness to lead gen strategy, boosting lead flow and close rates for franchises across the US' | 'Success was measured using BLS and CLS, with results consistently surpassing benchmarks' | 'Improved close rate of leads by 25% for roofing company through CRM development and AI implementation'",
"rationale": "Strong evidence of strategic judgment — pivoting between funnel stages, balancing performance vs. brand spend, and using lift studies to validate decisions. AI/generative awareness is present through his Craft Digital AI role. Solid score for strategy dimension."
},
"tool_platform_fit": {
"score": 50,
"weight": 8,
"evidence": "Tools listed: 'Canva, Facebook, Google Analytics, Hootsuite, Instagram, Photoshop, Pinterest, Snapchat, Sprout Social, TikTok, Twitter' | Google Ads NOT listed | No mention of TikTok Ads Manager specifically | Sprout Social is confirmed",
"rationale": "Sprout Social is a positive match. Facebook/Meta Ads Manager implied by work history. TikTok Ads implied by campaigns. However, Google Ads platform is conspicuously absent from both tool list and work history. No mention of PA11Y. Tool coverage is partial for this role's stack."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "'reduced CPL from over $500 to under $100' | 'Drove brand lift measured by the Meta Partner BLS study: +2 points Intent to purchase, +4 Points Ad Recall' | 'Improved close rate of leads by 25%' | 'Success was measured using BLS and CLS, with results consistently surpassing benchmarks'",
"rationale": "Strong measurement orientation — CPL optimization, brand lift studies, conversion tracking, and CRM-informed optimization are all clearly evidenced. Monthly performance reporting for clients is not explicitly described but implied by the Director-level roles."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "Preferred hourly rate: $60/hr | has_availability: true | Location: Timnath, Colorado (Mountain Time) | $60/hr × 15-20 hrs/week = $900–$1,200/week or ~$3,900–$5,200/month",
"rationale": "At $60/hr and 15-20 hours/week, monthly cost ranges from ~$3,900 to $5,200, which is near the $5,000/month retainer budget ceiling. Technically feasible but tight. Colorado/Mountain Time is compatible with most US agency operations. Availability is marked true."
}
},
"final_score_rationale": "Cameron's score is primarily held down by the hard fail on Google Ads (req_002), which is a HARD requirement and for which there is zero credible evidence in the profile — Google Analytics appears in his tools but not Google Ads, and no campaign narrative mentions it. This single gap is disqualifying under the role's strict requirement. Secondary score penalties come from the agency multi-client environment requirement (most experience is in-house for large brands), Director-level delegation concerns for a solo operator role, and the absence of explicit multi-client campaign management at the 20+/month scale. On the positive side, Cameron's Meta and TikTok expertise is strong and well-evidenced, his measurement rigor (BLS/CLS, CPL optimization) is impressive, Sprout Social is confirmed, and his AI awareness through Craft Digital is a genuine plus. But the Google Ads hard fail cannot be overcome by strengths elsewhere.",
"evidence_snippets": [
"Budgets average roughly 6mm/quarter on TikTok, Meta, Snap, Reddit, and Pinterest.",
"Reduced CPL from over $500 to under $100 for both the Masterbrand and Replacement business units [Pella].",
"Drove 3,000 homeowner leads at a cost of $36/lead. Campaigns still live and used today.",
"Tools listed: Canva, Facebook, Google Analytics, Hootsuite, Instagram, Photoshop, Pinterest, Snapchat, Sprout Social, TikTok, Twitter — Google Ads is NOT listed.",
"Led marketing at Craft Digital AI LLC, promoting AI voice agents, texting, and chatbots... Improved close rate of leads by 25% for roofing company through CRM development and AI implementation.",
"Began career in small business marketing, leading the social media department at Madwire and developing scalable paid social campaigns and content strategies for hundreds of local businesses.",
"Budgets average roughly 6mm/quarter on TikTok, Meta, Snap, Reddit, and Pinterest... reduced CPL from over $500 to under $100 for both the Masterbrand and Replacement business units... navigating complex advertising guidelines on platforms like Meta and Google [Ads not confirmed in tool list or campaign specifics].",
"Meta: strong (adidas, Pella, Hasbro, Aspen campaigns clearly described). TikTok: strong (multiple roles). Google Ads: absent — tool list shows 'Google Analytics' only; no work history entry specifies running Google Ads campaigns. Agency multi-client experience: weak — most roles are in-house brand-side. Multi-client campaign management at 20+/month: plausible but not explicitly stated."
],
"three_rs": {
"reach": "Cameron has worked across high-visibility consumer brands including adidas, Hasbro, Cheesecake Factory, and Pella — with budgets reaching $35M+, indicating broad reach capacity.",
"relevance": "His paid social experience on Meta and TikTok is highly relevant, and Sprout Social proficiency aligns with the tool stack. However, Google Ads absence and primarily in-house (not agency) background reduce direct relevance to this role.",
"results": "Strong quantified results: CPL reduced from $500+ to under $100 at Pella; 3,000 homeowner leads at $36/lead; +4 pts Ad Recall via BLS; 25% close rate improvement at Craft Digital AI."
},
"match_reasons": [
{
"reason": "Strong Meta Ads experience with quantified CPL and brand lift results across multiple brands (adidas, Pella, Hasbro, Aspen)",
"evidence": "Reduced CPL from over $500 to under $100; Drove brand lift: +4 Points Ad Recall via Meta Partner BLS study"
},
{
"reason": "TikTok Ads experience confirmed across multiple senior roles",
"evidence": "Managed campaigns across Meta, TikTok, and YouTube for Hasbro; TikTok included in adidas quarterly $6M+ budget"
},
{
"reason": "Sprout Social is listed as a confirmed tool, matching the agency's reporting stack",
"evidence": "Tools list includes Sprout Social"
},
{
"reason": "AI/generative search awareness present through current Craft Digital AI role",
"evidence": "Led marketing at Craft Digital AI LLC, promoting AI voice agents; built campaigns around enterprise AI (ChatGPT, Claude)"
},
{
"reason": "Strong measurement and optimization discipline with BLS, CLS, and CPL tracking",
"evidence": "Success was measured using BLS and CLS, with results consistently surpassing benchmarks"
}
],
"hard_fail_reasons": [
"HARD FAIL — req_002 (Google Ads): No evidence of hands-on Google Ads campaign management anywhere in the profile. 'Google Analytics' appears in the tool list, but Google Ads does not. No work history entry describes running Google Ads campaigns. This is a required channel per the role brief and classified requirements.",
"PARTIAL CONCERN — req_009 (Agency Environment / Autonomous Multi-Client Execution): Most senior experience is in-house brand-side (adidas, Pella, Hasbro) or AI startup, not managing multiple client accounts in a boutique agency context. The early Madwire role is the only clear agency reference and is not described in detail."
]
}
],
"finalist_rerank": {
"enabled": true,
"applied": true,
"file": "candidate-finalist-rerank.json",
"candidate_count": 12,
"error": null
},
"hard_fails": [
{
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"reasons": [
"req_002 (Google Ads — HARD): Google Ads Manager is not explicitly listed in her tools (Google Analytics is present, which is a measurement tool, not an ad buying platform). Work narratives reference 'Google' but do not confirm hands-on Google Ads campaign management. This HARD requirement cannot be confirmed from profile evidence.",
"req_005 (Multi-Client Campaign Management — HARD): No evidence of simultaneously managing 20+ campaigns per month across multiple client accounts. All visible roles appear to be single-client brand-side engagements, not agency-style multi-client campaign management.",
"req_009 (Agency Environment — HARD): While 'Marketing Agencies' is listed as an industry classification, no work history entry confirms she has operated within a digital marketing agency managing multiple client accounts. All work history entries appear to be direct brand engagements."
]
},
{
"candidate_id": "paul_at_farfalla_io",
"email": "paul@farfalla.io",
"name": "Paul Didwall",
"reasons": [
"req_003 FAIL — TikTok Ads: No mention of TikTok Ads anywhere in the candidate profile, work history, skills, or tools. This is a HARD requirement and the gap is complete.",
"req_009 PARTIAL FAIL — Agency Environment / Consumer-Facing: While Paul has agency experience, all documented work is B2B/ABM-focused. Modern PR is a consumer-facing brand agency; no consumer paid social campaigns are evidenced.",
"req_008 BUDGET RISK — Rate $80/hr vs. $5,000/month retainer: At 15–20 hrs/week, Paul's rate translates to ~$5,120–$6,400/month, exceeding the agreed $5,000/month retainer ceiling."
]
},
{
"candidate_id": "amberb215_at_gmail_com",
"email": "amberb215@gmail.com",
"name": "Amber Williams",
"reasons": [
"req_002 FAIL — Google Ads: No Google Ads campaign management is evidenced in work history or tool list. 'Google Analytics' and 'GA ROAS' references indicate measurement/attribution tools, not Google Ads platform ownership. Google Ads is a HARD requirement for this role.",
"req_003 PARTIAL FAIL — TikTok Ads: TikTok spend at Vuori is mentioned ($350K across Meta and TikTok), but TikTok Ads Manager is absent from the tool list and no standalone TikTok Ads campaign details are provided, making senior TikTok Ads ownership unverifiable from profile alone.",
"req_005 UNCONFIRMED — Multi-client 20+ campaign/month management: No explicit evidence of managing 20+ active campaigns per month across multiple simultaneous client accounts in a structured cadence. Agency context is present but the specific volume requirement is unverified."
]
},
{
"candidate_id": "holly_at_hiattdigital_com",
"email": "holly@hiattdigital.com",
"name": "Holly Hiatt",
"reasons": [
"req_003 HARD FAIL — TikTok Ads: No TikTok Ads experience anywhere in the profile. Platform is absent from tools, skills, and all work history entries. This is a non-negotiable hard requirement.",
"req_003/req_001 partial concern — Meta Ads: Meta is mentioned only once at Sage Dental alongside Google and Microsoft Ads in what appears to be a search-dominated engagement; no standalone paid social Meta campaign work is evidenced.",
"req_009 HARD FAIL (partial) — Agency Autonomous Execution: Most recent senior roles (Smile Doctors, Sage Dental) are framed as client-side director/oversight positions managing agency partners, contradicting the requirement for an autonomous hands-on executor who can work in an agency environment from day one without hand-holding.",
"req_005 partial concern — Multi-Client Campaign Management: Profile does not demonstrate simultaneously managing 20+ campaigns/month across multiple client accounts; most engagements appear to be single-client embedded roles."
]
},
{
"candidate_id": "elizabetastamenkovic_at_gmail_com",
"email": "elizabetastamenkovic@gmail.com",
"name": "Elizabeta Stamenkovic",
"reasons": [
"req_003 FAIL — TikTok Ads (paid): No evidence of paid TikTok advertising experience. TikTok appears only as an organic content channel (Varial: content creation, not paid ads). Hard requirement not met.",
"req_005 FAIL — Multi-client campaign management at 20+ campaigns/month: All paid media work (Loot) is single-brand internal. No agency-side multi-client paid campaign management demonstrated at the required volume.",
"req_009 FAIL — Agency environment autonomous execution: No confirmed agency-side paid media role. Varial is organic social only. No evidence of operating as a senior paid media executor within a digital agency handling multiple paid client accounts."
]
},
{
"candidate_id": "jotero_consulting_at_gmail_com",
"email": "jotero.consulting@gmail.com",
"name": "Jose Otero",
"reasons": [
"HARD FAIL — req_002 (Google Ads): Google Ads experience is entirely absent from Jose's profile. No role, tool, or summary reference to Google Ads exists. This is a mandatory channel requirement for the role.",
"BUDGET RISK — req_008 ($5,000/month retainer): Jose's preferred rate of $80/hr produces $6,400/month at the role's upper hour range (20 hrs/week), exceeding the $5,000/month ceiling by 28%. Only viable at minimum hours (~15 hrs/week = $4,800/mo), leaving no buffer."
]
},
{
"candidate_id": "b_at_316_interactive_com",
"email": "b@316-interactive.com",
"name": "Bobby Taslimi",
"reasons": [
"req_002 HARD FAIL — Google Ads: No evidence of Google Ads experience anywhere in the profile. Skills, tools, and work history are entirely absent of Google Ads. This is a HARD requirement and a full disqualifier.",
"req_003 PARTIAL CONCERN — TikTok Ads: TikTok is mentioned at Shotsy only ('Meta and TikTok'). Evidence is thin for a HARD tri-platform requirement; not a full hard fail but meaningfully below expectation.",
"req_009 CONCERN — Agency Environment: All documented work appears to be direct-client freelance engagements. No boutique digital agency environment experience is documented, which is a HARD requirement for autonomous day-one execution in an agency context."
]
},
{
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"reasons": [
"Budget gap: Chris Ahn's preferred rate of $100/hr equates to approximately $6,000–$8,000/month at 15–20 hrs/week, which exceeds the role's HARD retainer budget of $5,000/month. Rate negotiation has not been confirmed and represents a meaningful risk against req_008."
]
},
{
"candidate_id": "ryanstaf_at_gmail_com",
"email": "ryanstaf@gmail.com",
"name": "Ryan Stafford",
"reasons": [
"req_009 FAIL — Agency Environment: No agency-side experience is evidenced anywhere in the profile. All roles are brand-side (in-house or single-brand contractor). The role explicitly requires prior experience in a digital marketing agency managing multiple client accounts independently from day one.",
"req_005 FAIL — Multi-Client Campaign Management: No evidence of managing 20+ campaigns/month across a portfolio of multiple client accounts simultaneously. All campaign management was for individual brands.",
"req_002 RISK — Google Ads: Google Ads is mentioned at Garrett Leight and Oliver Cabell but no campaign depth, spend levels, or performance results are described, making senior-level Google Ads ownership unverified. Not a hard fail but a significant unresolved risk against a HARD requirement."
]
},
{
"candidate_id": "cameron_rzonca_at_gmail_com",
"email": "cameron.rzonca@gmail.com",
"name": "Cameron Rzonca",
"reasons": [
"HARD FAIL — req_002 (Google Ads): No evidence of hands-on Google Ads campaign management anywhere in the profile. 'Google Analytics' appears in the tool list, but Google Ads does not. No work history entry describes running Google Ads campaigns. This is a required channel per the role brief and classified requirements.",
"PARTIAL CONCERN — req_009 (Agency Environment / Autonomous Multi-Client Execution): Most senior experience is in-house brand-side (adidas, Pella, Hasbro) or AI startup, not managing multiple client accounts in a boutique agency context. The early Madwire role is the only clear agency reference and is not described in detail."
]
},
{
"candidate_id": "kcharettejobs_at_gmail_com",
"email": "kcharettejobs@gmail.com",
"name": "Kevin Charette",
"reasons": [
"req_003 (TikTok Ads — HARD): TikTok Ads is completely absent from Kevin's profile, tools list, and all work history entries. This is an unambiguous hard requirement failure.",
"req_005 (Multi-Client Campaign Management — HARD): No evidence of managing 20+ campaigns/month across multiple client accounts. Work history entries are single-line with no campaign volume or multi-client context.",
"req_009 (Agency Environment — Autonomous Execution — HARD): No prior agency experience is documented anywhere in the profile. All engagements appear to be direct-client growth marketer roles, not agency-side multi-client service.",
"req_008 (Budget — $5,000/month — HARD): At $75/hr for 15–20 hrs/week, Kevin's implied cost is $4,500–$6,000/month, with the likely working rate exceeding the $5,000/month retainer ceiling."
]
},
{
"candidate_id": "pgibson_growth_at_gmail_com",
"email": "pgibson.growth@gmail.com",
"name": "Pat Gibson",
"reasons": [
"Budget mismatch (req_008): Pat's preferred rate of $100/hr at 15-20 hrs/week equates to $6,000-$8,000/month, likely exceeding the $5,000/month HARD retainer ceiling.",
"TikTok Ads depth (req_003): TikTok is referenced in bio and two roles (SONGBOY, Beyond ADHD) but lacks dedicated campaign-level results and proof of hands-on TikTok Ads Manager ownership comparable to Meta/Google evidence — insufficient for a HARD channel requirement at senior level.",
"Agency multi-client environment (req_009): Work history reflects fractional/startup engagements rather than agency-side client services; no explicit evidence of managing 20+ campaigns/month across a portfolio of agency clients simultaneously."
]
},
{
"candidate_id": "dcw87_at_cornell_edu",
"email": "dcw87@cornell.edu",
"name": "Ryan Williams",
"reasons": [
"req_003 FAIL — TikTok Ads: No evidence of TikTok Ads experience anywhere in the profile. TikTok Ads is a HARD required channel for this role.",
"req_002 PARTIAL FAIL — Google Ads: Google Ads hands-on experience is not explicitly confirmed. Profile references 'nonbrand search' at Estée Lauder but Google Ads is not listed in tools and no concrete Google Ads campaign work is cited. Insufficient evidence to satisfy this HARD requirement."
]
},
{
"candidate_id": "ceryn524_at_gmail_com",
"email": "ceryn524@gmail.com",
"name": "CERYN CHEN",
"reasons": [
"HARD FAIL — req_002 (Google Ads): No evidence of Google Ads experience anywhere in the candidate's work history, skills list, or tool list. This is a co-equal HARD channel requirement.",
"HARD FAIL — req_003 (TikTok Ads): TikTok is mentioned only as one of several platforms at Wavemaker with no campaign details, spend figures, or performance results. Insufficient to demonstrate 'proven, hands-on experience running paid campaigns in TikTok Ads across client accounts.'"
]
},
{
"candidate_id": "jhana_ellard_at_gmail_com",
"email": "jhana.ellard@gmail.com",
"name": "Jhana Ellard",
"reasons": [
"HARD requirement req_003 (TikTok Ads) fails: The only TikTok evidence is influencer whitelisting and boosted organic posts for the GoodStore charity campaign. There is no evidence of hands-on campaign management in TikTok Ads Manager across client accounts. Whitelisting is not equivalent to running paid TikTok Ads campaigns.",
"HARD requirement req_005 (Multi-Client Campaign Management at 20+/month) is not clearly evidenced: The profile shows concurrent engagements but does not demonstrate managing 20+ simultaneous paid campaigns per month across multiple client accounts in a structured way."
]
},
{
"candidate_id": "jwwpearce_at_gmail_com",
"email": "jwwpearce@gmail.com",
"name": "John Pearce",
"reasons": [
"HARD FAIL — req_002 (Google Ads): No evidence of Google Ads experience anywhere in the profile, work history, or tool stack. This is a mandatory channel.",
"HARD FAIL — req_003 (TikTok Ads): No evidence of TikTok Ads experience anywhere in the profile, work history, or tool stack. This is a mandatory channel.",
"HARD FAIL — Availability: has_availability is explicitly false. The role requires an ASAP start and the candidate is not currently available."
]
},
{
"candidate_id": "patelkamil299_at_gmail_com",
"email": "patelkamil299@gmail.com",
"name": "Kamil Patel",
"reasons": [
"HARD FAIL — req_003 (TikTok Ads): TikTok Ads experience is completely absent from Kamil Patel's profile, work history, tools list, and accomplishments. TikTok Ads is a required channel alongside Meta and Google for this role, and there is zero evidence he has ever managed TikTok campaigns.",
"HARD FAIL — req_003 context: Candidate is classified as 'Paid Search Marketer' on MarketerHire, not as a Paid Social Marketer, which is consistent with his profile being Google/Bing-dominant with Meta as a secondary channel and no paid social-native experience on TikTok."
]
},
{
"candidate_id": "jarred_at_leadmavericks_com",
"email": "jarred@leadmavericks.com",
"name": "Jarred Whicker",
"reasons": [
"HARD FAIL — req_003 (TikTok Ads): TikTok is mentioned only in the bio summary ('From Google Ads and Meta to TikTok and YouTube, I know how to scale across platforms') but zero work history entries document hands-on TikTok campaign execution, client name, budget managed, or measurable TikTok result. This does not meet the 'proven, hands-on experience running paid campaigns in TikTok Ads' standard.",
"HARD CONCERN — Availability: Neon profile explicitly shows has_availability: false, and the candidate lists 7 concurrent active engagements. The client requires ASAP start; this creates a direct operational conflict.",
"HARD CONCERN — req_008 (Budget): At $75/hr and 15–20 hrs/week, the annualized cost is $4,500–$6,000/month, which at the upper range exceeds the $5,000/month retainer budget ceiling."
]
},
{
"candidate_id": "tony_at_blastoffppc_com",
"email": "tony@blastoffppc.com",
"name": "Antonio Romo",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "dillon_at_theconvertlab_com",
"email": "dillon@theconvertlab.com",
"name": "Dillon Zolnierczyk",
"reasons": [
"TikTok Ads (req_003 — HARD): Only mentioned once in passing at Feaster Media alongside Facebook, Instagram, and YouTube. No TikTok-specific campaign structure, creative detail, budget, or results are cited. This is insufficient evidence to satisfy a HARD channel requirement.",
"Budget fit (req_008 — HARD): Candidate's preferred rate is $75/hr. At the role's expected 15–20 hrs/week, this equates to $4,500–$6,000/month. At the full 20-hour engagement level, the rate exceeds the $5,000/month retainer budget ceiling classified as HARD."
]
},
{
"candidate_id": "shane_at_ownedgrowth_com",
"email": "shane@ownedgrowth.com",
"name": "Shane Mulcahy",
"reasons": [
"req_001 HARD FAIL — Meta Ads (Facebook/Instagram): No evidence of Meta Ads Manager experience anywhere in the profile. Not listed as a tool, skill, or in any work history engagement.",
"req_003 HARD FAIL — TikTok Ads: No evidence of TikTok Ads experience anywhere in the profile. Not listed as a tool, skill, or in any work history engagement.",
"req_009 PARTIAL HARD FAIL — Agency Environment / Autonomous Execution: Only one small agency-adjacent engagement (Kevin Charette, $1.8K/month for five accounts) with no evidence of operating at the scale or seniority expected by a 20-year digital marketing veteran running a consumer-brand agency."
]
},
{
"candidate_id": "kurlyrtr_at_gmail_com",
"email": "kurlyrtr@gmail.com",
"name": "Kirill Lantsouzovski",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "ro_at_roahmarketing_com",
"email": "ro@roahmarketing.com",
"name": "Ro Ahuja",
"reasons": [
"req_003 FAIL — TikTok Ads: Profile mentions 'Developed Creative for Meta Ads, and TikTok' at Birches Health but shows no evidence of owning, building, or managing TikTok Ads campaigns in TikTok Ads Manager. Creative development is not equivalent to campaign management. This is a HARD requirement and is not satisfied.",
"req_003 Supporting — TikTok Ads Manager is not listed in Ro's tools, and no TikTok-specific campaign metrics, audience segmentation, or reporting evidence appears anywhere in the profile."
]
},
{
"candidate_id": "sheilah_at_six15mediagroup_com",
"email": "sheilah@six15mediagroup.com",
"name": "Sheilah Pacete",
"reasons": [
"req_001 FAIL — Meta Ads Manager: No evidence of hands-on paid campaign execution in Meta Ads Manager across client accounts. Only reference to paid advertising is '$2,500/month budget' for Angelica Castro with no platform specificity.",
"req_002 FAIL — Google Ads: Zero evidence of any Google Ads experience anywhere in the profile. Entirely absent.",
"req_003 FAIL — TikTok Ads: TikTok is listed only as an organic social channel tool. No evidence of paid TikTok Ads campaign management.",
"req_004 FAIL — Senior/Peer-Level Paid Executor: Entire career is organic social management and content strategy. Cannot operate as a peer-level paid media executor to a 20-year digital marketing veteran without extensive paid media training.",
"req_005 FAIL — Multi-Client 20+ Campaigns/Month: No evidence of managing 20+ active paid campaigns per month across multiple client accounts simultaneously.",
"req_007 FAIL — Performance Reporting for Paid Clients: No evidence of delivering formal monthly paid media performance reports for agency clients. Metrics cited are organic social (follower growth, engagement, reach).",
"req_009 FAIL — Agency Autonomous Paid Execution: While she has agency consulting experience, it is entirely in organic social — not autonomous paid media execution in a fast-paced agency environment."
]
},
{
"candidate_id": "valuencer_at_gmail_com",
"email": "valuencer@gmail.com",
"name": "Joe Gill",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "kzbrzezny_at_yahoo_com",
"email": "kzbrzezny@yahoo.com",
"name": "Kate Zbrzezny",
"reasons": [
"req_003 — TikTok Ads HARD FAIL: TikTok is mentioned in one sentence at LuckTown Threads with no campaign specifics, metrics, creative detail, or client portfolio evidence. This does not meet 'proven, hands-on experience running paid campaigns in TikTok Ads across client accounts.'",
"req_005 — Multi-Client Campaign Management HARD FAIL: No evidence of managing 20+ active campaigns/month across multiple client accounts simultaneously. All roles are in-house (Leslie's, LuckTown Threads) or single-brand freelance engagements. Agency multi-client volume is entirely absent.",
"req_009 — Agency Environment / Autonomous Execution HARD FAIL: Career is predominantly in-house director positions with team management responsibilities. No boutique digital agency environment experience is demonstrated. The role requires autonomous execution from day one in an agency context without training."
]
},
{
"candidate_id": "lorenzoquijas22_at_gmail_com",
"email": "lorenzoquijas22@gmail.com",
"name": "Lorenzo Quijas",
"reasons": [
"TikTok Ads (req_003 — HARD): TikTok is listed as a channel at Artspark alongside Meta and Google, but there is no standalone TikTok Ads campaign detail, case study, or explicit execution evidence in the profile. This is insufficient to confidently confirm senior-level, hands-on TikTok Ads management — a HARD requirement for this role. Screening is needed to verify."
]
},
{
"candidate_id": "kiiimscott_at_gmail_com",
"email": "kiiimscott@gmail.com",
"name": "Kim Scott",
"reasons": [
"HARD FAIL — req_003 (TikTok Ads): Zero evidence of TikTok Ads experience anywhere in the profile. TikTok Ads is an explicitly HARD channel requirement for this role.",
"HARD FAIL RISK — req_009 (Agency Autonomous Execution): Profile entries are severely sparse (Wpromote role is entirely blank; Power Digital shows a single-day date span), making it impossible to confirm autonomous, peer-level agency execution capability.",
"AVAILABILITY FLAG: has_availability is false — significant concern for a role requiring an ASAP start."
]
},
{
"candidate_id": "lucas_mondora_at_gmail_com",
"email": "lucas.mondora@gmail.com",
"name": "Lucas Mondora",
"reasons": [
"HARD FAIL — req_003 (TikTok Ads): TikTok is listed in the candidate's tools taxonomy but there is no evidence of hands-on TikTok Ads campaign execution anywhere in the work history. The role explicitly requires 'proven, hands-on experience running paid campaigns in TikTok Ads across client accounts.'",
"HARD FAIL — req_005 / req_009 (Multi-Client Campaign Management / Agency Environment): Work history shows primarily fractional brand-side engagements (single-brand focus), not agency-style management of 20+ campaigns/month across multiple simultaneous client accounts. No evidence of operating inside a digital marketing agency running multi-client portfolios at pace.",
"BUDGET CONCERN — req_008 ($5,000/month retainer): At $95/hr preferred rate, 15–20 hrs/week translates to approximately $5,700–$7,600/month, which exceeds the $5,000/month retainer budget. This is a HARD budget requirement and the candidate's stated rate is materially above it."
]
},
{
"candidate_id": "mychal_turpin_at_gmail_com",
"email": "mychal.turpin@gmail.com",
"name": "Mychal Turpin",
"reasons": [
"req_003 FAIL — TikTok Ads: No evidence of TikTok Ads experience anywhere in the candidate profile. Tools list, work history narratives, and role descriptions make no mention of TikTok Ads Manager or TikTok campaigns. This is a HARD channel requirement for the role.",
"req_008 CONCERN — Budget: Candidate's preferred rate of $90/hr at 15–20 hrs/week equals $5,400–$7,200/month, exceeding the $5,000/month retainer budget. While not a strict disqualifier if candidate accepts a lower rate or fewer hours, this is a meaningful misalignment that requires explicit negotiation."
]
},
{
"candidate_id": "brian_at_briancliette_me",
"email": "brian@briancliette.me",
"name": "Brian Cliette",
"reasons": [
"req_002 FAIL — Google Ads: No evidence of hands-on Google Ads campaign management anywhere in the profile. Google Ads is not listed as a tool or skill.",
"req_003 FAIL — TikTok Ads: TikTok appears only as a social media platform in the tool list; no evidence of running paid campaigns in TikTok Ads Manager.",
"req_001 PARTIAL FAIL — Meta Ads: Only one small-scale instance cited ($5K budget at Begin Health); no senior-level, multi-client Meta Ads Manager experience demonstrated.",
"req_009 FAIL — Agency Environment / Autonomous Execution: All work history is brand-side or in-house; no digital marketing agency experience identified.",
"req_005 FAIL — Multi-Client Campaign Management (20+ campaigns/month): No evidence of managing multiple client accounts simultaneously or running 20+ campaigns/month.",
"req_008 SOFT FAIL — Budget: At $95/hr, 15–20 hrs/week equates to $5,700–$7,600/month, exceeding the $5,000/month retainer budget."
]
},
{
"candidate_id": "jakemadoff210_at_gmail_com",
"email": "jakemadoff210@gmail.com",
"name": "Jake Madoff",
"reasons": [
"HARD FAIL — req_003 (TikTok Ads): TikTok appears only as a tool tag in profile classifications. No named TikTok campaign, client engagement, ad creative, or performance metric is present anywhere in Jake's work history. This is a HARD channel requirement and cannot be satisfied by a tool listing alone.",
"PARTIAL CONCERN — req_009 (Agency Environment): Work history reflects direct freelance/embedded brand engagements rather than clearly operating within a digital marketing agency managing multiple client accounts simultaneously. Agency-context experience is not demonstrated."
]
},
{
"candidate_id": "addicted2ppc_at_gmail_com",
"email": "addicted2ppc@gmail.com",
"name": "Esteban Martinez",
"reasons": [
"req_003 — TikTok Ads: Zero mention of TikTok Ads in any role, project, or tool listing. This is a HARD channel requirement with no evidence of fulfillment.",
"req_001 — Meta Ads: Only passing reference to Meta is 'high-converting creatives from Meta' used to feed a Google Performance Max campaign. No evidence of owning or managing Meta Ads campaigns independently as a platform operator.",
"req_005 — Multi-Client Campaign Management at 20+ campaigns/month: No explicit evidence of simultaneously managing 20+ active campaigns across multiple clients at the required scale."
]
},
{
"candidate_id": "andrew_at_effectivemarketinginc_com",
"email": "andrew@effectivemarketinginc.com",
"name": "Andrew Parker",
"reasons": [
"req_001 FAIL — Meta Ads (Facebook/Instagram): No hands-on agency-side Meta Ads campaign management evidenced in work history. Only a brief bio mention of certification.",
"req_002 FAIL — Google Ads: No hands-on Google Ads campaign management evidenced in work history. Only a bio-level certification mention with no campaign detail.",
"req_003 FAIL — TikTok Ads: TikTok Ads is entirely absent from the profile — no mention in skills, tools, or work history.",
"req_005 FAIL — Multi-Client Campaign Management: No evidence of managing 20+ paid social campaigns/month across multiple agency clients. All multi-campaign management references relate to email.",
"req_009 FAIL — Agency Environment / Autonomous Paid Social Execution: While Andrew lists Marketing Agencies as an industry, there is no evidence of working as an agency-side paid social operator managing client paid media independently."
]
},
{
"candidate_id": "yykholeif_at_gmail_com",
"email": "yykholeif@gmail.com",
"name": "Youssef Kholeif",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "anthonyten4_at_gmail_com",
"email": "anthonyten4@gmail.com",
"name": "Anthony Soric",
"reasons": [
"req_001 FAIL — Meta Ads (Facebook/Instagram): No hands-on Meta Ads Manager campaign evidence at a client account level. Only a generic bio mention of 'Facebook, Instagram' campaigns with no specifics, results, or campaign architecture details.",
"req_003 FAIL — TikTok Ads: TikTok Ads is entirely absent from the profile. Not mentioned in work history, tools, skills, or anywhere in the candidate's experience.",
"req_005 FAIL — Multi-Client Campaign Management (20+/month): No evidence of managing 20+ active campaigns per month across multiple client accounts simultaneously. Work history reflects individual project/advisory engagements, not an agency managing multi-client paid social at scale.",
"req_009 FAIL — Agency Environment / Autonomous Execution: No prior employment in a digital marketing agency environment. All work history reflects independent consulting/advisory roles, not agency-side execution managing client portfolios."
]
},
{
"candidate_id": "karan_nanda_at_hotmail_com",
"email": "karan_nanda@hotmail.com",
"name": "Karan Nanda",
"reasons": [
"req_001 FAIL — No evidence of Meta Ads Manager experience anywhere in profile; not listed as a tool, skill, or in any job description.",
"req_002 FAIL — No evidence of Google Ads hands-on experience; Google Analytics is listed but not Google Ads campaign management.",
"req_003 FAIL — No evidence of TikTok Ads experience whatsoever.",
"req_005 FAIL — No evidence of managing 20+ paid campaigns per month across multiple client ad accounts; Marketo campaigns are email, not paid social.",
"req_009 FAIL — No evidence of agency-side paid social autonomous execution; Threefinity role was email-focused at a consultancy, not a paid social agency environment."
]
},
{
"candidate_id": "cydschwartz_at_gmail_com",
"email": "cydschwartz@gmail.com",
"name": "Cydney Schwartz",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "raquel_at_raquelbowles_com",
"email": "raquel@raquelbowles.com",
"name": "Raquel Bowles",
"reasons": [
"req_003 FAIL — No evidence of hands-on TikTok Ads campaign execution; TikTok appears only as a social media platform in tool list, not as an ad platform with campaign experience",
"req_005 FAIL — No evidence of managing 20+ active campaigns per month; all engagements are single-client, short-duration projects with no indication of concurrent multi-campaign portfolio management",
"req_009 FAIL — No evidence of working within a digital marketing agency environment; operates as an independent freelancer serving individual clients sequentially, not as part of or embedded in a multi-client agency structure"
]
},
{
"candidate_id": "seanburrows22_at_gmail_com",
"email": "seanburrows22@gmail.com",
"name": "Sean Burrows",
"reasons": [
"req_003 FAILED: TikTok Ads experience is entirely absent from the candidate's profile — no mention in work history, tools, skills, or any other section. This is a hard requirement.",
"req_007 PARTIALLY FAILED: No evidence of structured monthly performance reporting for agency clients at scale. Analytics tracking at Antidote is mentioned but falls short of the formal client-facing reporting requirement across two accounts.",
"req_005 WEAKLY MET: 20+ campaigns/month across multiple agency clients is not directly evidenced; freelance and part-time engagements suggest smaller portfolios per client rather than agency-scale campaign volume."
]
},
{
"candidate_id": "austinlaumarketing_at_gmail_com",
"email": "austinlaumarketing@gmail.com",
"name": "Austin Lau",
"reasons": [
"req_001 FAIL — No evidence of Meta Ads (Facebook/Instagram) experience anywhere in the profile. The candidate's specialization is explicitly Google Ads/paid search; Meta Ads Manager is not mentioned.",
"req_003 FAIL — No evidence of TikTok Ads experience anywhere in the profile. TikTok is a HARD channel requirement and is completely absent from Austin's work history and skill set.",
"req_008 RISK — Preferred rate of $100/hr × 15–20 hrs/week = ~$6,000–$8,000/month, exceeding the $5,000/month retainer budget ceiling materially."
]
},
{
"candidate_id": "pedro_menezes_pereira_at_gmail_com",
"email": "pedro.menezes.pereira@gmail.com",
"name": "Pedro Pereira",
"reasons": [
"req_003 HARD FAIL — TikTok Ads: TikTok is listed in bio summary only ('Google, Meta, Bing, TikTok') but zero client work history, results, or tool references confirm hands-on TikTok Ads execution. This is a HARD channel requirement and is not evidenced.",
"req_009 HARD FAIL — Agency Environment / Autonomous Execution: All 8+ client engagements appear to be direct freelance or embedded client roles. No agency-side account management experience is demonstrated. The role explicitly requires prior digital marketing agency experience and the ability to manage multi-client portfolios in that context."
]
},
{
"candidate_id": "kanupriya_chandra_at_gmail_com",
"email": "kanupriya.chandra@gmail.com",
"name": "Priya Thatte",
"reasons": [
"req_002 FAILED: Google Ads experience is entirely absent from Priya's profile — not mentioned in work history, tools, skills list, or bio. This is a HARD requirement for the role.",
"req_003 PARTIALLY UNMET: TikTok Ads is referenced but lacks concrete, standalone campaign-level evidence comparable to Meta work — confidence in true TikTok Ads Manager proficiency is low.",
"req_009 MARGINAL: Agency environment experience is limited to one 3-month role at 2100 Digital; the bulk of her work is brand-side eCommerce, raising concerns about sustained multi-client agency execution capacity."
]
},
{
"candidate_id": "lisa_vjeannet_at_gmail_com",
"email": "lisa.vjeannet@gmail.com",
"name": "Lisa Jeannet",
"reasons": [
"req_003 (TikTok Ads — HARD): TikTok Ads experience is mentioned only once in the Flex role description ('Meta, Google, TikTok, and Snapchat') with no dedicated TikTok client portfolio, TikTok-specific campaign architecture examples, or TikTok Ads Manager listed as a tool. This is insufficient evidence of 'proven, hands-on experience running paid campaigns in TikTok Ads across client accounts' at a senior level.",
"req_009 (Agency Environment / Autonomous Execution — HARD): While agency experience is present, the sheer volume of concurrent active engagements (8+ simultaneous clients/roles) raises serious doubt about ability to dedicate 15-20 hrs/wk autonomously to Modern PR without bandwidth constraints or divided attention — a risk for a role requiring peer-level autonomous execution from day one."
]
},
{
"candidate_id": "andrew_rapier_at_gmail_com",
"email": "andrew.rapier@gmail.com",
"name": "Andrew Rapier",
"reasons": [
"HARD FAIL — req_003 (TikTok Ads): Zero evidence of TikTok Ads experience anywhere in the profile. TikTok Ads Manager is a HARD channel requirement for this role.",
"HARD FAIL — req_005 (Multi-Client Campaign Management at 20+ campaigns/month): The Hardly Creative agency role — the only directly relevant agency position — is described in a single sentence with no campaign volume, client count, or platform specifics. Cannot confirm 20+ campaign/month management.",
"SOFT CONCERN — has_availability: false as of last profile update, conflicting with the client's ASAP start requirement."
]
},
{
"candidate_id": "jtabuzo_at_gmail_com",
"email": "jtabuzo@gmail.com",
"name": "Jason Tabuzo",
"reasons": [
"TikTok Ads (req_003 HARD): Profile only references 'Launched TikTok Shop + scaled TikTok as a new customer acquisition channel' — no explicit evidence of paid campaign management in TikTok Ads Manager across client accounts.",
"Budget fit (req_008 HARD): Preferred rate of $120/hr equates to approximately $7,200–$9,600/month at 15–20 hrs/week, materially above the $5,000/month retainer ceiling agreed with the client."
]
},
{
"candidate_id": "ashleyelfend2_at_gmail_com",
"email": "ashleyelfend2@gmail.com",
"name": "Ashley Elfend",
"reasons": [
"req_002 FAIL — Google Ads: Only a passing self-description in Ads By Ashley bio ('Facebook, Snapchat, TikTok, and Google ads'); no client-specific proof, campaign results, or depth of Google Ads execution across client accounts.",
"req_003 PARTIAL FAIL — TikTok Ads: Mentioned at ALPAKA and Ads By Ashley but with no demonstrated TikTok-specific strategy, creative methodology, or performance outcomes distinct from Meta campaigns.",
"req_005 FAIL — Multi-Client Campaign Management at 20+/month: No evidence of managing 20+ simultaneous campaigns across multiple client accounts; individual brand engagements are documented sequentially, not concurrently at scale.",
"req_007 FAIL — Performance Reporting: No evidence of structured monthly client reporting cadence or formal reporting deliverables for multiple clients.",
"req_009 PARTIAL FAIL — Agency Autonomous Execution: Only agency experience is AIM Media (~2 months, Jan–Mar 2023); insufficient to demonstrate sustained senior-level autonomous agency operation."
]
}
]
}