Joel Rakes

summary: Joel is a strong B2B/B2C product marketer and growth marketer with genuine product marketing depth—positioning, value props, GTM, and messaging work at Headway, Checkr, and several startups. He satisfies the B2B product marketing requirement (req-001) and fits the $7,000/month budget at $85/hr. However, he fails the core visual storytelling hard requirement (req-002): there is no evidence of hands-on graphic design, short-form video, or case study video production. His tools skew to CRO/analytics (Optimizely, Looker, Tableau, Hotjar) with only Canva/Photoshop listed and no demonstrated visual output. This role is fundamentally a blended visual + product marketing hire, and the visual execution half is unproven. He also lacks fashion/creative-tool and wholesale-B2B-buyer audience relevance (his audience classification is B2C consumers).

synthesis_quote: A capable product marketer who owns positioning and GTM, but the role's non-negotiable visual storytelling and hands-on graphic/video execution are absent from the profile.

tier: undefined

evidence: Checkr: 'implemented a comprehensive positioning strategy for the company's adjudication product suite'

evidence: Checkr: '15% increase in conversion' from a funnel action plan

evidence: '$85/hr', active, has_availability: true — within the $7,000/month cap

hard_fail_reasons: req-002 (Visual storytelling / hands-on graphic + video content): FAILED. No evidence of hands-on graphic design, short-form video, or case study video production. Tools list Canva/Photoshop but the profile shows no visual content output; his demonstrated work is positioning, GTM, copy, and CRO. This role is fundamentally visual-first and this hard requirement is unmet.

evidence_snippets: Sr. Product Marketing Manager at Headway... 'Led a rebrand and new value props/positioning which led to 2x conversion across key ad channels'

evidence_snippets: Trim: 'I built out their entire brand voice, tone, value props/positioning and more as well as onboarding content for stylists'

evidence_snippets: Root Insurance CRO role: 'using Optimizely to brainstorm and build a backlog of tests'

evidence_snippets: Tools: 'Canva', 'Photoshop' — no VEED, Webflow, or video editing evidence

evidence_snippets: Audiences: 'Consumers (B2C)'; no fashion/wholesale context

evidence_snippets: Sr. Product Marketing Manager at Headway: 'Led a rebrand and new value props/positioning which led to 2x conversion'; tools list includes 'Canva' and 'Photoshop' but no video or content-output evidence.


Luanne Bryant

summary: Luanne is a seasoned B2B SaaS growth marketer with strong GTM, ICP/positioning, HubSpot/CRM architecture, SEO, paid, and analytics chops across fintech/healthtech startups. She has genuine product-marketing muscle (ICP definition, exec messaging, case studies, one-pagers, simplifying complex AI features) that maps well to the messaging half of this role. However, the role's defining requirement is hands-on VISUAL storytelling — high-volume graphic design plus short-form and case study VIDEO — and her profile shows almost no evidence of video production and only generic 'Graphic design'/Canva/Photoshop listing with no portfolio of visual output. She is fundamentally a growth/demand-gen operator, not a visual content producer, so she fails the core visual-storytelling hard requirement. Budget also fails: her $75/hr rate implies roughly $12k/month at typical retainer hours, well above the firm $7,000/month cap.

synthesis_quote: Simplified complex AI features into clear messaging that improved product understanding and lead conversion.

evidence: Defined ICPs for HR, benefits, and exec leaders at enterprise employers

hard_fail_reasons: req-002 (Visual storytelling / hands-on graphic + video content): No evidence of short-form or case study video production and no visual content portfolio; only a generic 'Graphic design' skill and Canva/Photoshop tool listing — insufficient for a role whose defining need is high-output visual storytelling.

hard_fail_reasons: req-003 (Firm $7,000/month budget cap): Listed rate of $75/hr implies roughly $12,000/month at a typical full-time retainer, exceeding the firm hard cap.

evidence_snippets: Created case studies, ROI calculators, product one-pagers, and landers, that directly enabled pipeline growth.

evidence_snippets: I also manage all design and dev within their Webflow instance.

evidence_snippets: Defined ICPs for health systems & specialty groups; mapped CMO, COO, CIO buying committees

evidence_snippets: Repositioned from dev audience to enterprise buyers using ICP + exec persona strategy

evidence_snippets: 'Simplified complex AI features into clear messaging'; 'Graphic design' skill + Canva/Photoshop listed, but no video or visual-content portfolio; rate $75/hr

evidence_snippets: 'Built exec messaging tying workflow pain to ROI'; 'Defined ICPs for HR, benefits, and exec leaders'; 'Created case studies, ROI calculators, product one-pagers'


Sorrina Beecher

summary: Sorrina is a seasoned content marketer, brand strategist, and award-winning journalist with 20+ years of experience in B2B brand positioning, copywriting, thought leadership, case studies, and website refreshes. She has genuine strengths in messaging/positioning (req-005) and B2B content across technical categories (CASE Construction equipment, health tech, wealth management). However, this role's HARD requirements center on hands-on VISUAL storytelling—graphic design plus short-form and case study video—translating a complex technical platform into visual value propositions. Her profile is overwhelmingly writing/PR/strategy-oriented, with visual creative shown as direction and coordination ('worked alongside external design resources,' 'creative direction') rather than personal graphic/video production. She fails the visual-storytelling hard requirement and her rate ($85/hr) likely strains the $7,000/month firm cap depending on hours.

synthesis_quote: Worked alongside external design resources and coordinate visual content creation.

evidence: 'Developed new Brand Positioning and Strategy'; 'Wrote numerous customer case studies to highlight company solutions and value'

evidence: 'Provided weekly brand strategy advisory to CMO and founders'

evidence: subindustries include 'Fashion', 'Footwear', 'Apparel'; 'Provided copywriting expertise for technical/commercial equipment industry content'

evidence: tools: 'Canva', 'Webflow', 'Google Analytics'

hard_fail_reasons: req-002 (Visual storytelling / hands-on graphic + video content): No evidence of personally producing graphics, short-form video, or case study video. Profile shows 'Worked alongside external design resources and coordinate visual content creation' and 'Video content (scripts)'—i.e., direction/coordination and scriptwriting, not hands-on visual production. The role requires an operator who builds high-volume visual content daily.

hard_fail_reasons: req-003 (Firm $7,000/month cap): At the stated $85/hr, the retainer covers only ~82 hours/month, which is insufficient for the high-volume daily visual-content workload; budget fit is a material risk rather than clearly satisfied.

evidence_snippets: Developed a Brand Positioning Framework for an investment boutique

evidence_snippets: Tripled website traffic 3x from initial relaunch, while boosting LinkedIn impressions by 31%

evidence_snippets: tools: Canva, Webflow, Google Analytics, HubSpot, Squarespace, Wordpress

evidence_snippets: 'Worked alongside external design resources and coordinate visual content creation'; 'Video content (scripts)'; tools list has Canva/Webflow/GA4 but no video editor.


Elise Pickersgill

summary: Elise is a senior content/growth marketer with 10+ years across SaaS/B2B/tech, strong in content strategy, SEO, CRO, lifecycle, and product-marketing messaging (including Adobe's AI messaging framework). However, this role's defining HARD requirement is hands-on visual content creation—graphic design plus short-form and case study video—and her profile shows content strategy, copywriting, and video/voice *scripts*, not hands-on graphic design or video production. She lists Canva and Webflow but shows no portfolio of self-produced graphics/video. Her budget also appears to exceed the firm $7,000/month cap. She is a plausible fit on B2B product messaging but fails the core visual-execution and budget hard gates.

synthesis_quote: I'm equally comfortable creating strategic roadmaps or getting hands-on with copy, campaigns, and analytics.

evidence: '10+ years of experience helping SaaS / b2b / tech companies grow'

evidence: tools include 'Canva', 'Webflow', 'Google Analytics', 'Instagram', 'LinkedIn'

hard_fail_reasons: req-002 (Visual storytelling / hands-on graphic + video content): No evidence of hands-on graphic design or video production; profile shows content strategy, copywriting, and video/voice *scripts* only. Canva is listed as a tool but no produced visual assets are demonstrated.

hard_fail_reasons: req-003 (Firm $7,000/month cap): Preferred rate of $75/hr implies ~$12,000/month at full-time, likely exceeding the firm $7,000 cap for a high-output near-daily role; fit within budget is not established.

evidence_snippets: I'm a senior marketing leader with 10+ years of experience helping SaaS / b2b / tech companies grow smarter and faster.

evidence_snippets: I was part of a small team of marketers who came up with Adobe's new AI messaging framework.

evidence_snippets: Skills: Video content (scripts), Voice content (scripts), Copywriting, Content strategy

evidence_snippets: Tools: Canva, Webflow, Google Analytics, Instagram, LinkedIn

evidence_snippets: Two managers reported into me, and 5+ marketers under them.

evidence_snippets: 'part of a small team of marketers who came up with Adobe's new AI messaging framework'; skills list 'Video content (scripts)' and 'Canva' but no hands-on graphic design or video production evidence

evidence_snippets: 'delivering results in everything from SEO and product marketing to lifecycle automation, onboarding, and CRO'; 'Adobe's new AI messaging framework'


Gen Furukawa

summary: Gen is an experienced B2B SaaS content marketing leader (13+ years) with strong credentials in written content, case studies, LLM/SEO strategy, and messaging for technical AI platforms. He has real strength translating complex tech into clear narratives (WisdomAI, Iterate.ai). However, this role's core is hands-on VISUAL storytelling—graphic design plus short-form and case study video at high daily cadence. Gen's profile is overwhelmingly writing/strategy-led with only thin, incidental video/design references (booth design, "create branded collateral," Figma as a listed tool). There is no evidence he personally produces high-volume graphic design or video content. He also lacks fashion/wholesale industry context, and his $100/hr rate likely strains the $7,000/month firm cap at the intended volume. He fails the two skill HARD requirements around visual content execution.

synthesis_quote: As the first content marketer at WisdomAI, I defined the brand voice and GTM messaging, translating complex AI tech into clear narratives.

evidence: 'translating complex AI tech into clear narratives' (WisdomAI)

evidence: 'Partnered with CEO to shape GTM narrative, content roadmap, and strategic positioning'

evidence: 'Created case studies for various verticals and ICPs that are integral to sales and conversion process'

evidence: 'LinkedIn content strategies that drove 300K+ impressions and generated inbound leads'

hard_fail_reasons: req-002 (Visual storytelling / hands-on graphic + video): No evidence of hands-on graphic design or high-volume short-form/case-study video production. The profile is writing- and strategy-led; visual references are incidental ('booth design', 'branded collateral', Figma listed as a tool) and 'create, edit, and distribute ... video content' lacks any depth or portfolio proof.

hard_fail_reasons: req-003 (Firm $7,000/month cap): Preferred rate of $100/hr yields only ~70 hours/month within the firm cap, which is insufficient for the mandated high daily visual-content output—budget fit is at risk and unconfirmed.

hard_fail_reasons: req-001 (partial): Meets the technical-messaging half but not the 'visual value proposition' half—no evidence he produces the visual assets that carry those value props.

evidence_snippets: Led messaging across website, landing pages, and sales collateral to simplify a highly technical product.

evidence_snippets: Wrote cornerstone case studies showcasing enterprise ROI, helping sales secure high-value conversations.

evidence_snippets: Helped with new product launches, to create, edit, and distribute written and video content.

evidence_snippets: tools: - ActiveCampaign - Ahrefs - Facebook - Figma - Google Analytics ... LinkedIn - Notion - OpenAI - SEMRush

evidence_snippets: 'translating complex AI tech into clear narratives' and 'Led messaging across website, landing pages, and sales collateral to simplify a highly technical product' show the messaging half; but no evidence of hands-on graphic design or short-form/case-study video production.

evidence_snippets: 'Wrote cornerstone case studies showcasing enterprise ROI' and 'AI-powered content systems, LLM SEO strategies'—deep in written content, not visual product marketing.