{
"schema_version": "FinalistRerankV1",
"role_key": "paid-social-media-marketer",
"overall_rationale": "Two candidates — Leah Lockyer and Garrison Yang — pass all hard requirements with meaningful evidence across Meta, Google Ads, TikTok Ads, multi-client management, seniority, audience segmentation, and performance reporting. Leah ranks #1 due to her unmatched fractional multi-client agency model (Eight years at Three Ladders Marketing managing clients across ecommerce, healthcare, and lifestyle), $2M+/month in personally managed paid media spend, and the most direct structural match to Modern PR's day-one autonomy requirement. Garrison ranks #2 with exceptional Meta depth ($100K–$200K/day at Calm) and multi-client portfolio management (10+ advertisers, $200M+ collective spend) but faces a meaningful budget risk at $80/hr vs. the $5K/month retainer and thin standalone TikTok case-study evidence. David Lorango is ranked #3 as the strongest near-miss: he clears all three channel hard requirements with hands-on language (\"Execute on all paid media campaigns for Meta, Google and TikTok\"), has strong DTC/consumer brand relevance, but his multi-client agency-side proof is the weakest of the top three and his rate at $75/hr sits at or slightly above the $5K/month ceiling. The remaining candidates all fail at least one HARD requirement — most commonly Google Ads (Amber Williams, Jose Otero, Bobby Taslimi, Cameron Rzonca, Ryan Williams) or multi-client agency environment (Ryan Stafford, Pat Gibson, Chris Ahn). Chris Ahn is the strongest of the hard-fail group due to his six concurrent multi-platform client engagements and confirmed TikTok zero-to-one builds, but his $100/hr rate is a meaningful budget hard-fail. Pat Gibson and Ryan Stafford are flagged as additional GM review candidates for their otherwise strong Meta/Google depth. Roxane Chabassier is noted for her Sprout Social confirmation and $1M/month spend management but cannot satisfy Google Ads or multi-client agency requirements from available evidence.",
"recommended_order": [
{
"candidate_id": "leah_lockyer_at_gmail_com",
"email": "leah.lockyer@gmail.com",
"name": "Leah Lockyer",
"rank": 1,
"recommendation": "recommend",
"score_adjustment": 0,
"rationale": "Leah is the strongest overall fit for this role. Her 8-year fractional multi-client agency model at Three Ladders Marketing directly mirrors Modern PR's structure — she autonomously manages growth marketing across ecommerce, healthcare, lifestyle, technology, and education simultaneously, which is the precise multi-client, autonomous-execution context Jennifer needs. Meta, Google, and TikTok are all confirmed across multiple roles with quantified ROAS and revenue outcomes ($2M+/month in managed spend, 4:1 ROAS driving $6M to $43M in revenue). She has 20+ years of hands-on execution, meaning she has no ramp-up requirement. The primary soft risks are: (1) her $150/hr rate could translate to $6,000–$9,000/month at higher hours, slightly above the $5K/month retainer ceiling — but her fractional model is inherently flexible and this can be scoped to fit; (2) TikTok is listed across multiple roles but lacks a campaign-count deep-dive; (3) no explicit Sprout Social mention. These are manageable tradeoffs for what is otherwise the clearest peer-level operator match in the pool.",
"tradeoffs": [
"Rate at $150/hr may exceed the $5,000/month retainer at 20 hrs/week (~$6,000/month) — needs explicit scoping to 15 hrs/week or a fixed monthly retainer agreement",
"TikTok Ads is confirmed across multiple roles but lacks a dedicated standalone TikTok campaign case study at the 20+/month volume scale",
"No mention of Sprout Social in tool stack — she uses TripleWhale and Klaviyo for attribution/reporting; may need minor onboarding to Sprout Social specifically",
"No explicit AI/generative search awareness cited in profile — an IMPORTANT (not HARD) requirement that warrants a direct question in screening"
],
"evidence_snippets": [
"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",
"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",
"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",
"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",
"Build forecasts, reports and establish key performance indicators (KPIs) and attribution models. Analyze data to manage benchmarks and identify new opportunities"
]
},
{
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"rank": 2,
"recommendation": "recommend",
"score_adjustment": 0,
"rationale": "Garrison is the strongest candidate for raw Meta Ads execution depth and multi-client portfolio management at scale. Managing $100K–$200K/day at Calm and $100K/day at Upstart, and leading 10+ advertiser accounts with $200M+ collective annual spend through the Facebook Disruptors program, directly satisfies the multi-client management hard requirement (req_005) with more documented scale than any other candidate. TikTok is confirmed at Hint alongside Facebook, Google, YouTube, and other platforms, and his programmatic tool experience (Doubleclick, AdRoll) partially addresses the Propellant nice-to-have. His creative strategy depth (Nike: 16,000 products × 32,000 videos) and performance sophistication (Looker, Tableau, Segment) are elite. Key risks: the $80/hr rate likely overshoots the $5K/month retainer budget at 15–20 hrs/week (worst case ~$6,880/month at 20 hrs); TikTok lacks a standalone campaign case study; Google Ads is inferred via Search Ads 360/Kenshoo rather than directly cited; no Sprout Social. These are real but surmountable with rate negotiation and direct screening.",
"tradeoffs": [
"Rate at $80/hr exceeds $5,000/month retainer at 20 hrs/week (~$6,880/month) — budget negotiation needed; only fits at 15 hrs/week (~$5,160/month, still marginal)",
"TikTok Ads is confirmed as a used platform but lacks a dedicated standalone TikTok Ads campaign case study — confirmation needed in screening",
"Google Ads is inferred via Search Ads 360, Kenshoo, and Doubleclick rather than explicitly named in campaign narratives — verify direct Google Ads Manager execution history",
"No Sprout Social or PA11Y in tool stack — analytics stack (Looker, Tableau) is strong but not agency-specific reporting tools",
"No explicit AI/generative search awareness cited — IMPORTANT requirement not addressed in profile"
],
"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",
"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)"
]
},
{
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"rank": 3,
"recommendation": "recommend",
"score_adjustment": 0,
"rationale": "David is the strongest candidate who explicitly names all three required platforms — Meta, Google Ads (Search, Shopping, PMax), and TikTok Ads — with hands-on execution language at scale (EUR 800k/month at Scandinavian Biolabs, 7-figure DTC scaled in 3 months at Glas Water). His DTC/consumer brand relevance is excellent across CPG, beverage, beauty, and skincare. 'Agency management' is listed as a core skill. The key gaps relative to Leah and Garrison are: (1) most experience is brand-side or fractional-CMO-level rather than inside a digital agency managing a portfolio of multiple external client accounts simultaneously — this is the most material gap against req_005 and req_009; (2) no explicit evidence of managing 20+ campaigns/month across multiple clients in a structured reporting cadence; (3) rate at $75/hr sits at $4,500–$6,000/month straddling the $5K retainer ceiling; (4) no Sprout Social, PA11Y, or AI/generative search awareness mentioned. He passes all HARD channel requirements but carries more execution-context risk than the top two candidates.",
"tradeoffs": [
"Most experience is brand-side or fractional CMO — agency-side multi-client portfolio management (req_005, req_009) is asserted via 'agency management' skill tag but not demonstrated in work history narratives",
"Rate at $75/hr implies $4,500–$6,000/month at 15–20 hrs/week, straddling the $5K/month retainer ceiling — needs explicit scoping",
"No explicit monthly client reporting deliverables documented across multiple client accounts simultaneously",
"No mention of Sprout Social, PA11Y, or AI/generative search awareness — gaps in agency-specific tooling and IMPORTANT requirement",
"No standalone bio or seniority summary to anchor claims — seniority is inferred from title and scale evidence rather than direct statement"
],
"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).",
"Spend about EUR 800k per month on google and Meta ads... objective is to cross EUR 30m in revenue in 2026 (Scandinavian Biolabs).",
"Oversaw marketing performance reporting, KPI tracking, budget allocation, and growth forecasting (Foreign Waters).",
"Developed full GTM campaign for Aluminum Free launch - including geotargeted campaigns - driving 400% lift compared to the control group (Get W)."
]
},
{
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"rank": 4,
"recommendation": "alternate",
"score_adjustment": 0,
"rationale": "Chris Ahn is the strongest of the hard-fail candidates and a legitimate alternate if the top three don't convert. He runs six concurrent active client engagements across Meta, TikTok, and Google Ads simultaneously — the highest confirmed multi-platform, multi-client throughput in the pool — and his TikTok builds from scratch (Avita: attributed and profitable within 30 days) and full-funnel Meta/Google campaign management are all hands-on. His functional expertise, execution depth, and audience segmentation skills closely match the role. The single hard-fail trigger is budget: at $100/hr and 15–20 hrs/week, he runs $6,000–$8,000/month against the $5,000/month HARD retainer ceiling. If he's willing to negotiate to a fixed $5,000/month retainer (roughly 50 hrs/month at ~$100/hr, or negotiated flat), this concern resolves. Agency-environment experience is freelance-consulting rather than traditional agency employment, a softer gap. Sprout Social and PA11Y are absent. Rate negotiation is the only structural blocker.",
"tradeoffs": [
"HARD FAIL on budget: $100/hr × 15–20 hrs/week = $6,000–$8,000/month, meaningfully above the $5,000/month retainer ceiling — rate negotiation is essential before advancing",
"Agency environment is freelance consulting, not traditional digital agency employment — partially satisfies req_009 but not a perfect match",
"Sprout Social and PA11Y absent from tool stack — agency-specific reporting tool gap",
"Performance reporting for two named monthly clients is implied but not explicitly structured in profile narratives",
"No explicit AI/generative search awareness cited in profile"
],
"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 positiveARA 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)",
"Six active/present roles: Goldfinch, Avita, Pumper, Siddas, GlowMax, Pie, Franki, Tea — multiple concurrent paid social accounts"
]
},
{
"candidate_id": "amberb215_at_gmail_com",
"email": "amberb215@gmail.com",
"name": "Amber Williams",
"rank": 5,
"recommendation": "alternate",
"score_adjustment": 0,
"rationale": "Amber is the strongest Meta Ads operator in the pool among the hard-fail candidates, with genuine agency-side experience (Wpromote, Huge Agency), Sprout Social confirmed in her stack, and exceptional consumer brand alignment. Her Meta results are elite — 5.5+ ROAS at Vici, 1607% revenue growth at Goodstuffjuices, $350K+ spend across Meta and TikTok at Vuori — and her hands-on operator profile is exactly what Jennifer described needing. The disqualifying gap is Google Ads: no Google Ads campaign management is evidenced anywhere in her profile (Google Analytics and 'GA ROAS' references indicate measurement, not ad buying). TikTok Ads Manager is also not listed as a tool, weakening req_003. If a quick screening call confirms she runs Google Ads and TikTok Ads Manager (possible omissions from profile), she would be a top-three candidate. Her rate at $50/hr (~$3,000–$4,000/month) is well under budget. Two concurrent 'Present' roles raise availability questions for an ASAP start.",
"tradeoffs": [
"HARD FAIL on Google Ads (req_002): No evidence of Google Ads hands-on campaign management — Google Ads absent from tool list; 'GA ROAS' references likely indicate Google Analytics measurement, not ad buying",
"TikTok Ads Manager not explicitly listed as a tool — TikTok spend at Vuori is confirmed but standalone TikTok Ads campaign depth is thin for a HARD channel requirement",
"Two concurrent active roles (Vici Collection + Frye Boots as Present) raise availability risk for ASAP 15–20 hr/week commitment",
"Multi-client 20+/campaign/month volume management is implied by Wpromote context but not explicitly confirmed with structured cadence",
"No PA11Y, no AI/generative search awareness mentioned in profile"
],
"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]",
"Paid Social Media for www.johnnywas.com while I was contracted at Wpromote. [Multi-client agency context confirmed]",
"Tools listed: Facebook, Instagram, Sprout Social, Google Analytics, Google Tag Manager — Google Ads and TikTok Ads Manager absent from tool list.",
"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."
]
}
],
"near_misses": [
{
"candidate_id": "pgibson_growth_at_gmail_com",
"email": "pgibson.growth@gmail.com",
"name": "Pat Gibson",
"rank": 6,
"recommendation": "alternate",
"score_adjustment": 0,
"rationale": "Pat is a strong paid media operator with $200M+ in managed spend, confirmed Meta and Google Ads execution, and a track record of meaningful CPA reductions (25–33%) and creative testing frameworks. His multi-client fractional CMO engagements (including 11-club Saudi Arabia account and multiple concurrent clients) approximate agency throughput. The primary blockers are: $100/hr rate (~$6,000–$8,000/month at 15–20 hrs/week, exceeding the $5K HARD budget), TikTok Ads depth is thin (referenced in bio and two roles but no dedicated campaign-level proof), and no agency-side client services environment documented. If rate is negotiable and TikTok can be confirmed, he moves up. Worth a GM review call.",
"tradeoffs": [
"HARD FAIL on budget: $100/hr × 15–20 hrs/week = $6,000–$8,000/month, above $5,000/month retainer ceiling",
"TikTok Ads insufficient evidence: referenced in two roles (SONGBOY, Beyond ADHD) but no standalone TikTok campaign-level results or TikTok Ads Manager listed as a tool",
"Agency multi-client environment: fractional/startup skewed rather than traditional agency client services — req_009 partially unmet",
"No Sprout Social, PA11Y, or AI/generative search awareness mentioned"
],
"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 — Reduced CPA targets by over 25% on Meta from $16 to $12 and from $24 CPA on Google down to $16 (33% decrease).",
"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.",
"Launched Meta campaigns [for Coach Kel], beat CAC targets by 2x, and drove 4+ ROAS using an emotional-first creative testing framework."
]
},
{
"candidate_id": "ryanstaf_at_gmail_com",
"email": "ryanstaf@gmail.com",
"name": "Ryan Stafford",
"rank": 7,
"recommendation": "alternate",
"score_adjustment": 0,
"rationale": "Ryan is a highly capable Meta and TikTok operator who scaled Oliver Cabell from $30K to $1M+/month in ad spend, turned Alala profitable at 2.5x ROAS, and brings genuine creative strategy and attribution sophistication (Triple Whale, Northbeam, GA4). His hands-on execution profile is among the best in the pool. However, he fails two HARD requirements structurally: all roles are brand-side single-client engagements — no agency multi-client portfolio management evidenced (req_005, req_009) — and Google Ads depth is asserted but not demonstrated with campaign specifics or outcomes. If Jennifer is open to a strong Meta/TikTok specialist who could grow into Google Ads within the role, Ryan is worth a call, but he represents meaningful execution risk for day-one Google Ads ownership.",
"tradeoffs": [
"HARD FAIL on agency environment (req_009): zero agency-side experience — all roles are brand-side in-house or single-brand contractor engagements",
"HARD FAIL on multi-client campaign management (req_005): no evidence of 20+ campaigns/month across simultaneous client accounts",
"Google Ads RISK (req_002): mentioned at Garrett Leight and Oliver Cabell but no campaign depth, spend levels, or results described — senior-level Google Ads ownership unverified",
"No Sprout Social, PA11Y, or AI/generative search awareness",
"Rate at $60/hr is marginally within budget ($3,600–$4,800/month at 15–20 hrs/week)"
],
"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 and TikTok, optimizing complex account structures to improve efficiency and support revenue growth [Reformation]",
"I turned the account profitable and scaled spend to over $100K/month while achieving a 2.5x ROAS within four months [Alala]",
"Operating within a lean team, I functioned as both strategist and executor — managing campaign builds, testing frameworks, and optimization",
"leveraging platforms such as Triple Whale, Northbeam, and GA4 to evaluate performance, inform budget allocation, and refine attribution models"
]
},
{
"candidate_id": "jotero_consulting_at_gmail_com",
"email": "jotero.consulting@gmail.com",
"name": "Jose Otero",
"rank": 8,
"recommendation": "do_not_recommend",
"score_adjustment": 0,
"rationale": "Jose is one of the strongest pure Meta/TikTok paid social operators evaluated — $100M+ in personally managed spend, 30x daily spend scale at Cerebral, elite creative testing and attribution frameworks, and peer-level seniority are all unambiguous. However, Google Ads is entirely absent from his profile: no role, tool, or narrative reference exists. For a role where Google Ads is a HARD requirement with equal weight to Meta and TikTok, this is a definitive disqualifier. Additionally, his $80/hr rate exceeds the $5K/month budget ceiling at 20 hrs/week. If Google Ads can be confirmed in a screening call as genuinely omitted from his profile, he would immediately re-enter the top three — but based on available evidence alone, do_not_recommend under strict hard requirement scoring.",
"tradeoffs": [
"HARD FAIL on Google Ads (req_002): zero mention anywhere in profile — not in tools, not in any role narrative, not in bio summary",
"Budget risk: $80/hr × 20 hrs/week = $6,400/month, exceeding $5,000/month retainer ceiling",
"TikTok Ads is confirmed but in direct brand/in-house contexts — not in an agency multi-client retainer model",
"No Sprout Social or PA11Y mentioned",
"Strong enough on all other dimensions that a screening call is warranted if Google Ads omission can be clarified"
],
"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 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.",
"Built the creative testing and qualified-demo attribution frameworks that justified the ramp and partnered with internal marketing leadership on ICP positioning. [MarketerHire]"
]
}
]
}