{
"schema_version": "CandidateEvaluationBatchV1",
"generated_at": "2026-07-06T20:54:27.451Z",
"role_key": "graphic-designer",
"scoring_rubric_file": "candidate-scoring-rubric.json",
"screening": {
"selected_count": 50,
"llm_evaluated_count": 47,
"deterministic_screen_count": 3,
"llm_error_count": 0,
"qualified_count": 2,
"hard_screen_file": "candidate-hard-screens.json",
"evaluation_errors_file": "candidate-evaluation-errors.json"
},
"evaluations": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kennanielsen_at_gmail_com",
"email": "kennanielsen@gmail.com",
"name": "Makenna Nielsen",
"score": 49,
"passes_all_hard": false,
"summary": "Makenna is a strong lifecycle/retention and email/SMS marketer with 10+ years supporting luxury DTC brands (The RealReal, Gap, Yearly Co., WeWork) in the Klaviyo/Shopify ecosystem. However, this role needs an execution-focused marketing GRAPHIC DESIGNER producing versatile assets across web, sales collateral, landing pages, newsletters, and onboarding materials. Her design work is essentially email-design-adjacent (Canva/Figma/Photoshop for email templates, HTML/CSS), and her core strength is email marketing strategy and copy—not marketing asset production across formats. She fails both HARD design requirements as a dedicated, versatile marketing graphic designer.",
"synthesis_quote": "With Makenna, clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist, and project manager—all in one dedicated partner.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "\"Graphic design (basic)\" listed as a skill; \"Wrote, designed, and deployed all email content\"; \"Moved design production from Canva to Figma\"",
"rationale": "Both HARD requirements target a dedicated, versatile marketing graphic designer producing production-ready assets across web, sales, email, and collateral. Her design is confined to email templates within an email-marketing role, and one skill is explicitly labeled 'Graphic design (basic).' No evidence of website graphics, sales collateral, landing page design, or onboarding materials. Fails hard design bar."
},
"functional_expertise": {
"score": 35,
"weight": 20,
"evidence": "\"designing complex flows, campaigns, pop-ups, and templates\"; \"code responsive, accessible emails from scratch\"; \"pixel-perfect rendering across devices\"",
"rationale": "Deep functional expertise exists—but in email/lifecycle marketing and email template design, not in marketing graphic design as a standalone craft. Her design competence is real yet narrow (email-centric) and partly self-described as basic."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "\"high-growth luxury and lifestyle brands like The RealReal, Gap...\"; \"D2C e-commerce brand\"; industries include Ecommerce, Marketplaces",
"rationale": "Strong DTC/eCommerce and luxury-brand background aligns with the nice-to-have of DTC/eCommerce design experience and premium brand context, though not agency-side specifically."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "\"Wrote, designed, and deployed all email content—handling every step from concept to launch\"; \"Built...from scratch—designing complex flows, campaigns, pop-ups, and templates\"",
"rationale": "Clearly a hands-on operator who builds and ships, which the role values. But the hands-on work is email production, not the multi-format marketing asset production the role requires, so it only partially transfers."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "\"Mapped the full customer journey and redesigned all email & SMS flows\"; \"data-driven A/B testing strategy\"",
"rationale": "Solid strategic and testing judgment demonstrated, but focused on lifecycle/retention strategy rather than design/visual judgment for a broad marketing asset system."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "\"Photoshop\", \"Canva\", \"Squarespace\", \"Wordpress\", \"moved design production from Canva to Figma\"",
"rationale": "Owns relevant design and web tools (Photoshop, Canva, Figma, Squarespace, WordPress), giving partial platform fit—though her tool depth skews to ESPs (Klaviyo, Iterable, HubSpot) rather than a designer's core stack."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"Increased attributed email revenue by 96%\"; \"improved campaign click-through rates by 180%\"; \"data-driven A/B testing\"",
"rationale": "Strong measurement and optimization discipline, but oriented to email KPIs/revenue rather than asset production throughput—useful but secondary for this execution design role."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"status: active\", \"has_availability: true\", \"preferred_hourly_pay_rate: $75/hr\"",
"rationale": "Active and available; $75/hr rate could align with a $5-7K/month retainer at moderate hours, so budget/availability are broadly workable soft fits."
}
},
"final_score_rationale": "The dominant driver is a failure on both HARD requirements: the role needs a dedicated, versatile marketing graphic designer producing assets across website, sales collateral, landing pages, newsletters, and onboarding materials. Makenna is fundamentally an email/lifecycle marketing expert whose design experience is confined to email templates and self-labeled 'Graphic design (basic).' There is no evidence of website graphics, sales collateral, or landing page/onboarding design. Her strong lane (email strategy, copy, retention revenue growth) does not transfer to a graphic design asset-production mandate and is not rewarded here. Positive contributions come from relevant DTC/luxury industry context and ownership of some design/web tools (Photoshop, Canva, Figma, Squarespace, WordPress), plus genuine hands-on shipping habits. But these cannot offset the core mismatch, keeping the score low and passes_all_hard false.",
"evidence_snippets": [
"Makenna is a retention and brand marketing expert with 10+ years",
"Wrote, designed, and deployed all email content—handling every step from concept to launch",
"Moved design production from Canva to Figma to streamline creative workflows",
"Graphic design (basic)",
"highly proficient in HTML/CSS, and code responsive, accessible emails from scratch",
"clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist",
"With Makenna, clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist, and project manager—all in one dedicated partner.",
"\"Graphic design (basic)\" listed as a skill; \"Wrote, designed, and deployed all email content\"; \"Moved design production from Canva to Figma\""
],
"three_rs": {
"role_fit": "Poor fit: role is a hands-on marketing graphic designer; candidate is an email/lifecycle marketer who does email design, not multi-format marketing asset production.",
"readiness": "Active and available with a workable rate, but not ready to execute the core graphic design deliverables (web, sales collateral, landing pages, onboarding materials).",
"risk": "High risk that assets outside email design would be beyond her demonstrated craft; 'Graphic design (basic)' signals limited standalone design depth."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and luxury brand experience aligns with nice-to-have context",
"evidence": "high-growth luxury and lifestyle brands like The RealReal, Gap, Gymboree, Yearly Co., and WeWork"
},
{
"reason": "Owns relevant design/web tools",
"evidence": "Photoshop, Canva ... moved design production from Canva to Figma; Squarespace, Wordpress"
},
{
"reason": "Hands-on builder who ships end-to-end (though email-focused)",
"evidence": "Wrote, designed, and deployed all email content—handling every step from concept to launch"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): Candidate is an email/lifecycle marketing expert; her design work is limited to email templates and one skill is explicitly 'Graphic design (basic).' No evidence of producing an ongoing stream of production-ready marketing assets as a dedicated designer.",
"req-002 (Versatile across web, sales, email, collateral): No evidence of website graphics, sales collateral, landing page design, or client onboarding materials. Design experience is confined to email/newsletter templates, so the versatility bar across formats is not met."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "erynn_at_ethicagency_com",
"email": "erynn@ethicagency.com",
"name": "Erynn Hart",
"score": 41,
"passes_all_hard": false,
"summary": "Erynn is a B2B content strategist / growth and fractional CMO-type marketer, not an execution-focused graphic designer. Her profile centers on content strategy, SEO, email marketing, demand gen, and marketing leadership. While \"Graphic design\" appears as a listed skill and she references creating style guides and website updates, there is no evidence of a portfolio or hands-on production of marketing design assets (website graphics, sales collateral, landing page design, newsletter/email design) as a dedicated designer. This role needs an operator who personally ships production-ready design across formats, which her narrative does not demonstrate. She fails the two HARD design requirements.",
"synthesis_quote": "I'm a B2B content strategist who's spent the last few years helping service-based companies ditch the ad-hoc content chaos and build systems that scale.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Skills list includes 'Graphic design'; tools include 'Canva', 'Photoshop'; Metabolic role mentions 'graphic design, and website updates'.",
"rationale": "The HARD requirements demand an execution-focused graphic designer producing ongoing marketing assets across formats. Erynn's profile positions her as a content strategist/growth marketer/CMO. Graphic design appears only as a single skill tag and a passing mention, with no evidence of dedicated design production, portfolio, or asset output. Both design HARD reqs (req-001, req-002) are unmet."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "'graphic design' skill; 'Canva', 'Photoshop' tools; no described design deliverables or portfolio.",
"rationale": "Core function requested is marketing graphic design. Erynn's demonstrable depth is in content strategy, SEO, and demand gen, not design execution. Design expertise is generic/tag-level at best."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries include 'Ecommerce', 'Marketing Agencies'; Metabolic Web Store is an 'e-commerce vitamin and supplement company'; silverwax.ca D2C e-commerce.",
"rationale": "Relevant agency and DTC/eCommerce exposure exists (req-006 PREFERRED), giving reasonable industry context, but this is a nice-to-have and doesn't offset missing design ability."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "'content marketing strategy and execution, graphic design, and website updates'; 'produced a variety of content ... marketing collateral'.",
"rationale": "She executes content and campaigns hands-on, but the required execution is design production. Her hands-on work is copy/content/strategy, not shipping design assets, so this scores low for this role."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "'Led a marketing strategy workshop to define goals, ICP, positioning'; 'built a demand gen engine from the ground up'.",
"rationale": "Strong strategic judgment and planning demonstrated, but this role is explicitly execution-focused, not strategic; strength is real but not what's being scored highest here."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools: 'Canva', 'Photoshop', 'Landing page tools (Instapage, Unbounce, etc)', 'Email tools (Mailchimp, Klaviyo, etc)', 'Squarespace', 'Wordpress'.",
"rationale": "Lists relevant design-adjacent tools (Photoshop, Canva) and web/email/landing platforms, but no evidence of using them for design production; likely used for content/marketing ops. No Figure/Figma/InDesign or design-suite depth."
},
"measurement_optimization": {
"score": 80,
"weight": 6,
"evidence": "'37% YoY increase in email open rates', '400% ROI from email marketing', 'website traffic increased by 300%'.",
"rationale": "Excellent measurement and optimization track record, though tied to content/email/growth outcomes rather than design asset performance."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $100/hr.",
"rationale": "Available and active. $100/hr implies ~$16k+/mo at full time, well above the $5-7k retainer band; part-time retainer could fit but rate skews high for this budget."
}
},
"final_score_rationale": "The dominant penalty is failure of both HARD design requirements: the role needs an execution-focused graphic designer producing production-ready marketing assets across web, sales, email, and collateral, and Erynn's profile is that of a content strategist / growth marketer / fractional CMO. Graphic design appears only as a skill tag and brief mentions, with no design portfolio or described asset output. Her genuine strengths in content strategy, SEO, email, and measurement do not transfer to this design-production brief. Relevant eCommerce/agency industry exposure and availability provide modest lift, but cannot offset the core skill mismatch.",
"evidence_snippets": [
"I'm a B2B content strategist who's spent the last few years helping service-based companies...build systems that scale.",
"content marketing strategy and execution, graphic design, and website updates and product management",
"As Fractional CMO, Erynn led a full marketing transformation for CMS Productions—rebranding the company, launching a new SEO-optimized website",
"She also worked on branding, creating style guides, messaging guidelines, and a monthly content calendar",
"Tools: Canva, Photoshop, Landing page tools (Instapage, Unbounce, etc)",
"400% ROI from email marketing and helped the company surpass its annual revenue goal",
"I'm a B2B content strategist who's spent the last few years helping service-based companies ditch the ad-hoc content chaos and build systems that scale.",
"Skills list includes 'Graphic design'; tools include 'Canva', 'Photoshop'; Metabolic role mentions 'graphic design, and website updates'."
],
"three_rs": {
"role_fit": "Poor fit. Role is a hands-on marketing graphic designer for asset production; candidate is a content/growth strategist and fractional CMO.",
"readiness": "Available and active, but not ready to execute design deliverables; no design production evidence.",
"risk": "High risk of mismatch — she may attempt strategy/content work rather than produce the design assets the role requires; rate also skews above retainer band."
},
"match_reasons": [
{
"reason": "Relevant eCommerce/DTC and agency industry exposure",
"evidence": "Industries: 'Ecommerce', 'Marketing Agencies'; Metabolic Web Store 'e-commerce vitamin and supplement company'"
},
{
"reason": "Email/newsletter familiarity (PREFERRED req-008)",
"evidence": "'developed a proactive quarterly email marketing strategy'; 'Long form - Email Newsletters'"
},
{
"reason": "Experience creating brand style guides (relates to req-003)",
"evidence": "'creating style guides, messaging guidelines, and a monthly content calendar'"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of dedicated, execution-focused graphic design or production-ready marketing asset output. Profile is content strategy / growth / fractional CMO; 'graphic design' appears only as a skill tag and passing mention.",
"req-002 (Versatile across formats - web, sales, email, collateral): No demonstrated design execution across website graphics, sales collateral, landing page design, or newsletter design; her deliverables are copy/content and strategy, not design assets."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "sorrina_bee_at_thewhiteagency_co",
"email": "sorrina.bee@thewhiteagency.co",
"name": "Sorrina Beecher",
"score": 32,
"passes_all_hard": false,
"summary": "Sorrina is a seasoned brand/content marketer and copywriter with 20+ years of experience in storytelling, brand strategy, positioning, and thought leadership. However, this role is for an execution-focused marketing GRAPHIC DESIGNER who personally produces production-ready visual assets across web, sales collateral, landing pages, email, and onboarding materials. Her profile shows she directs, briefs, and coordinates design — she does not hands-on produce marketing graphics. She fails both HARD requirements.",
"synthesis_quote": "A storyteller at the root. Award-winning journalist, brand marketing strategist, and writer demonstrating 20+ years experience in progressive, professional-level creative roles.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Skills list shows 'Creative direction', 'Directing brand book / guide', 'Directing website rebrand', 'Creative development management' — directing/managing, not producing. Only design-adjacent tool is Canva. FAS role: 'Worked alongside external design resources and coordinate visual content creation.'",
"rationale": "The role requires an execution-focused graphic designer who personally produces marketing assets. Sorrina's evidence is consistently about directing, coordinating, and briefing design — not producing it. No portfolio of designed marketing assets, no design tools beyond Canva (no Adobe CC/Figma), no evidence of pixel-level asset creation. Both HARD requirements fail."
},
"functional_expertise": {
"score": 18,
"weight": 20,
"evidence": "Skills: 'Copywriting', 'Brand strategy', 'Content strategy', 'Directing brand book / guide'. Tools: Canva only for design.",
"rationale": "Deep functional expertise exists, but in copywriting/brand/content strategy — not in graphic design production. Transferring that strength here is not warranted since the role's core function is visual asset creation, which is largely absent."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Industries include 'Ecommerce', 'Marketing Agencies', 'Marketplaces'; subindustries include Apparel, Beauty, CPG, Skincare, Supplements.",
"rationale": "She has relevant DTC/eCommerce and agency exposure that aligns with the company's premium DTC-on-Amazon context, which is a genuine nice-to-have match — but this is soft/preferred and cannot compensate for the missing core design function."
},
"hands_on_execution": {
"score": 25,
"weight": 15,
"evidence": "'Working with design to enhance sales enablement collateral', 'Worked alongside external design resources and coordinate visual content creation', 'Creative development management'.",
"rationale": "She hands-on executes writing and strategy, but for design she repeatedly hands off to designers or directs them. As a design operator she is not hands-on, which is exactly what this role needs."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "'Developed a Brand Positioning Framework', 'Lead brand repositioning, including a full website refresh', 'Created Brand Guidelines to ensure brand story and messaging alignment.'",
"rationale": "Strong strategic judgment and brand-guideline thinking, which partly supports the 'apply brand style guide' dimension — though from a directorial rather than production standpoint."
},
"tool_platform_fit": {
"score": 25,
"weight": 8,
"evidence": "Tools: Canva, Squarespace, Webflow, Wordpress, HubSpot, PowerPoint/Keynote.",
"rationale": "Canva and website CMSs offer minimal design-tool fit. No Adobe Creative Suite (Photoshop/Illustrator/InDesign) or Figma, which are strongly implied for a marketing graphic designer producing collateral and web/email assets."
},
"measurement_optimization": {
"score": 45,
"weight": 6,
"evidence": "'Tripled website traffic 3x from initial relaunch', 'Content analytics & tracking', 'crafted email nurture series ... resulting in $69M in external inflows'.",
"rationale": "She tracks marketing/content performance, but this is content/traffic measurement, not design-asset optimization. Modest relevance."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $85/hr; location Wisconsin, US (AMER).",
"rationale": "Available now and US-based (good timezone fit). $85/hr implies a full-time retainer above the $5-7k/month budget, so budget fit is uncertain, though these are soft preferences."
}
},
"final_score_rationale": "The biggest driver of the low score is failure of both HARD requirements: this is an execution-focused marketing graphic designer role, and Sorrina's profile is that of a brand/content marketer and copywriter who directs and coordinates design rather than producing it. Repeated language ('Creative direction', 'Directing brand book', 'working with design', 'coordinate visual content creation') confirms a directorial/advisory posture, and her only design tool is Canva (no Adobe CC/Figma). Her genuine strengths in copywriting, brand strategy, and DTC/agency industry exposure are strong but sit in a different marketing lane and cannot be transferred to satisfy the visual-production core. Availability and US timezone are positives; $85/hr raises budget concerns. Net: a talented marketer, but a hard mismatch for a hands-on graphic designer.",
"evidence_snippets": [
"Skills: 'Creative direction', 'Directing brand book / guide', 'Directing website rebrand', 'Creative development management'",
"FAS Chicago: 'Worked alongside external design resources and coordinate visual content creation'",
"Perfected Claims: 'Working with design to enhance sales enablement collateral'",
"Tools: Ahrefs, Canva, Google Analytics, HubSpot, Powerpoint/Keynote, SEMRush, Squarespace, Webflow, Wordpress",
"'A storyteller at the root. Award-winning journalist, brand marketing strategist, and writer'",
"A storyteller at the root. Award-winning journalist, brand marketing strategist, and writer demonstrating 20+ years experience in progressive, professional-level creative roles.",
"Skills list shows 'Creative direction', 'Directing brand book / guide', 'Directing website rebrand', 'Creative development management' — directing/managing, not producing. Only design-adjacent tool is Canva. FAS role: 'Worked alongside external design resources and coordinate visual content creation.'",
"Skills: 'Copywriting', 'Brand strategy', 'Content strategy', 'Directing brand book / guide'. Tools: Canva only for design."
],
"three_rs": {
"reject": "Not a hands-on graphic designer — she directs and coordinates design rather than producing marketing assets, and lacks core design tools (no Adobe CC/Figma).",
"review": "If the client ever needs a brand/content strategist or copywriter, she would be a strong candidate.",
"reconsider": "N/A for this graphic-designer role; her strengths are in a different marketing lane."
},
"match_reasons": [
{
"reason": "Relevant DTC/eCommerce and agency industry exposure",
"evidence": "Industries: 'Ecommerce', 'Marketing Agencies', 'Marketplaces'; subindustries include Apparel, Beauty, CPG, Skincare"
},
{
"reason": "Brand-guideline and positioning familiarity (supports applying a style guide, from a directorial angle)",
"evidence": "'Created Brand Guidelines to ensure brand story and messaging alignment'"
},
{
"reason": "Available immediately and US-based (timezone fit)",
"evidence": "status: active; has_availability: true; location Cudahy, Wisconsin, US"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Profile shows directing and coordinating design ('Creative direction', 'coordinate visual content creation', 'Working with design') rather than personally producing marketing graphic assets. No design production portfolio and no professional design tools beyond Canva.",
"req-002 (Versatile across formats — web, sales, email, collateral): FAILS as a designer. She writes/strategizes across these formats and directs designers, but there is no evidence she personally designs website graphics, sales collateral, landing pages, newsletters, or onboarding materials."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"score": 39,
"passes_all_hard": false,
"summary": "Garrison Yang is a seasoned growth/performance marketer (paid social, paid search, CRO, lead gen) with an impressive DTC eCommerce track record at Calm, Curology, Rothy's, Nike, Hint, and Clif. However, this role is for an execution-focused marketing graphic designer producing ongoing assets across web, sales collateral, landing pages, and newsletters. Yang's profile shows almost no evidence of hands-on graphic design production — \"Graphic design\" appears only as a skill tag, and his tools (Photoshop, Canva) are listed but never demonstrated in producing marketing assets. His strengths are in a fundamentally different lane (media buying and growth strategy) that does not transfer to the design production requirement. He fails both HARD requirements.",
"synthesis_quote": "His marketing philosophy emphasizes the creation of seamless funnels and compelling user experiences... His approach is heavily reliant on data-driven strategies.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Roles: Growth Marketer, Paid Social Media Marketer, Paid Search Marketer; 'Graphic design' listed only as a bare skill tag with no design work described",
"rationale": "The role requires an execution-focused graphic designer producing ongoing marketing assets (req-001) versatile across web/sales/email/collateral (req-002). Yang's entire work history is paid media, growth, and CRO. No evidence of producing design assets. Both HARD requirements fail."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "'Graphic design' and 'Creative strategy/direction' appear as skill tags; tools include Photoshop and Canva",
"rationale": "The core function is marketing graphic design/asset production. Yang demonstrates deep expertise in growth/paid media, not design execution. Only generic skill tags and tool listings suggest design capability — no portfolio, no examples of assets built."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "'specialization in growth marketing for direct-to-consumer (DTC) e-commerce brands'; worked with Rothy's, Curology, ThredUP; industries include Ecommerce, Marketing Agencies",
"rationale": "Strong DTC eCommerce and agency-adjacent background (req-006 PREFERRED) is genuinely relevant to the company's premium-DTC-on-Amazon context, though this is a nice-to-have, not a substitute for the design function."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "'launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos'; 'oversaw ad creative tests'",
"rationale": "Yang is clearly a hands-on operator, but the execution is in campaign management, ad creative testing, and budget scaling — not in personally building/shipping design assets. Creative test orchestration is not graphic production."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "'refine the company's full-funnel acquisition strategy'; 'blend of immediate and long-term tactics'; 'signal segmentation, which improved the quality of credit applicants'",
"rationale": "Demonstrates strong strategic diagnosis and prioritization across growth initiatives. Solid judgment, though oriented toward media/growth rather than creative/design judgment the role needs."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools: Photoshop, Canva, Landing page tools (Instapage, Unbounce), Email tools (Mailchimp, Klaviyo)",
"rationale": "Has some relevant tools listed (Photoshop, Canva, landing page and email builders), but no evidence of using them for design production. No Figma, Illustrator, or InDesign — core designer tools — mentioned in use."
},
"measurement_optimization": {
"score": 80,
"weight": 6,
"evidence": "'reduction in the net cost per lead by an estimated 10%'; 'expanded the volume of leads generated by 150%'; 'reclaiming 20% of churned users'",
"rationale": "Excellent measurement and optimization rigor with concrete KPI outcomes. Highly relevant to performance marketing, tangentially useful for a designer but not the role's primary need."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: onboarded; has_availability: true; preferred_hourly_pay_rate: $80/hr",
"rationale": "Available and onboarded (req-007). At $80/hr, a full retainer could exceed the $5-7K/month band depending on hours, and his seniority/rate reflects a growth strategist, not a production designer — a mismatch for the retainer model."
}
},
"final_score_rationale": "The dominant driver is a hard-requirement failure: this is an execution-focused graphic designer role (req-001, req-002 both HARD), and Yang's profile is that of a senior growth/paid-media marketer with no demonstrated graphic design production. 'Graphic design' appears only as a skill tag, and design tools (Photoshop, Canva) are listed without any evidence of use. His genuinely strong areas — paid social scaling ($100-200K/day), CRO, lead gen, measurement — do not transfer to the design production lane and are not rewarded as if they did. DTC/eCommerce relevance and availability provide modest lift, but cannot offset the core functional mismatch. Passes_all_hard is false.",
"evidence_snippets": [
"Roles: Growth Marketer, Paid Social Media Marketer, Paid Search Marketer",
"'specialization in growth marketing for direct-to-consumer (DTC) e-commerce brands'",
"'launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos'",
"'managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000'",
"Skill tag 'Graphic design'; tools include Photoshop and Canva but no design work described",
"preferred_hourly_pay_rate: $80/hr",
"His marketing philosophy emphasizes the creation of seamless funnels and compelling user experiences... His approach is heavily reliant on data-driven strategies.",
"Roles: Growth Marketer, Paid Social Media Marketer, Paid Search Marketer; 'Graphic design' listed only as a bare skill tag with no design work described"
],
"three_rs": {
"role_fit": "Mismatch — candidate is a growth/paid-media marketer, not a production graphic designer.",
"readiness": "Onboarded and available, but not ready for this function.",
"risk": "High risk: no demonstrated design asset production; would likely underdeliver on core deliverables."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and agency-relevant background",
"evidence": "'specialization in growth marketing for direct-to-consumer (DTC) e-commerce brands'; worked with Rothy's, Curology, ThredUP"
},
{
"reason": "Available and onboarded for fast start",
"evidence": "status: onboarded; has_availability: true"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing design assets. Profile is entirely paid media, growth, and CRO work; 'Graphic design' appears only as a bare skill tag.",
"req-002 (Versatile across formats - web, sales, email, collateral): No demonstrated design work across website graphics, sales collateral, landing page design, or newsletter design. Landing page and email experience is optimization/campaign-oriented, not design production."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "egb08so_at_gmail_com",
"email": "egb08so@gmail.com",
"name": "Saima Omar",
"score": 37,
"passes_all_hard": false,
"summary": "Saima is a content marketer, brand strategist, and journalist — not a production graphic designer. This role needs an execution-focused designer who personally produces marketing assets (website graphics, sales collateral, landing pages, newsletters) across formats using design tools. Her profile shows copywriting, content strategy, SEO, and brand/creative *direction* — she explicitly lists \"Visual Brand management (not direct design)\" and \"Creative direction\" rather than hands-on design production. \"Graphic design\" appears as a lone skill token with no supporting design portfolio evidence, and her tools skew to content/SEO/social (Ahrefs, Clearscope, SEMRush, HubSpot). She fails the two HARD requirements around producing and executing versatile marketing design assets.",
"synthesis_quote": "\"Visual Brand management (not direct design)\" ... \"offers high-level do-visory, and founder-level support\"",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "\"Visual Brand management (not direct design)\"; \"Creative direction\"; roles: Content Marketer, Social Media Manager, Brand Marketer",
"rationale": "The two HARD requirements demand an execution-focused graphic designer producing marketing assets across formats. Her profile self-identifies as content/brand marketer with brand management explicitly labeled 'not direct design.' 'Graphic design' is a single skill token with zero portfolio evidence of asset production. Both hard requirements fail."
},
"functional_expertise": {
"score": 22,
"weight": 20,
"evidence": "\"Graphic design\" and \"Canva, Photoshop\" listed, but core work is \"content marketing strategies, brand strategies\"",
"rationale": "Core function requested is hands-on marketing graphic design. Her demonstrated depth is in content, SEO, copywriting, and brand strategy — a different lane. Canva/Photoshop appear but no evidence of designing marketing collateral. Weak-to-absent for the requested function."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "industries include \"Ecommerce\", \"Marketing Agencies\", \"Marketplaces\"; subindustries \"DTC\"",
"rationale": "She has agency and DTC/eCommerce exposure which matches the nice-to-have context, so industry relevance is moderate — but this is a PREFERRED item and does not offset the design gap."
},
"hands_on_execution": {
"score": 35,
"weight": 15,
"evidence": "\"Led AI-assisted content production across blogs, landing pages, and email campaigns\"; \"Creative development management\", \"Agency & freelancer management\"",
"rationale": "She is hands-on, but as a content/copy executor and creative *manager/director* — not as a designer shipping visual assets. The role needs someone who personally designs; her hands-on work is writing and directing others' creative."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "\"developed content marketing strategies, brand strategies\"; \"Refined Omniyat's brand narrative\"; \"Created full brand tone and voice guides\"",
"rationale": "Strong strategic and brand-narrative judgment, but this dimension is only lightly relevant to a production-designer role and does not transfer to design execution."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "tools: \"Canva\", \"Photoshop\", \"Webflow\", \"Squarespace\" alongside \"Ahrefs, Clearscope, SEMRush, HubSpot\"",
"rationale": "Has Canva and Photoshop plus web CMS tools, which partially overlap design/web needs, but toolset is dominated by SEO/content/social platforms. No Figma/Illustrator/InDesign or email design tooling evidenced."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "\"tracking content performance\", \"iterating on hooks, headlines, and CTAs to CAC\", \"increasing keyword rankings from 400 to 1,000\"",
"rationale": "Solid content-performance measurement, but this is measurement of content/SEO, not design asset production, so only partially relevant."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $70/hr; location: Bradford, GB",
"rationale": "Available and active. $70/hr implies a full-time-equivalent well above the $5-7k/mo retainer if full-time, but part-time retainer is feasible. UK timezone is a soft mismatch for a US agency."
}
},
"final_score_rationale": "The dominant driver is failure of both HARD requirements: this is an execution-focused graphic *design* production role, and Saima is a content/brand marketer and journalist. Her own profile flags \"Visual Brand management (not direct design)\" and centers on copywriting, content strategy, SEO, and creative direction/management rather than hands-on asset production. Functional_expertise and hands_on_execution — the highest-weighted design-relevant dimensions — are low because there is no portfolio evidence of her producing website graphics, sales collateral, or newsletter designs. Moderate industry relevance (agency/DTC/eCommerce) and strategy/brand judgment provide some points but cannot transfer to a design-production mandate. Availability is fine but UK timezone and a $70/hr rate are soft considerations. Net: low fit.",
"evidence_snippets": [
"\"Visual Brand management (not direct design)\"",
"roles: Content Marketer, Social Media Manager, Brand Marketer",
"\"offers high-level do-visory, and founder-level support\"",
"\"Led AI-assisted content production across blogs, landing pages, and email campaigns\"",
"tools include \"Canva\", \"Photoshop\", \"Webflow\", \"Ahrefs\", \"Clearscope\", \"SEMRush\"",
"\"Created full brand tone and voice guides\"",
"\"Visual Brand management (not direct design)\" ... \"offers high-level do-visory, and founder-level support\"",
"\"Visual Brand management (not direct design)\"; \"Creative direction\"; roles: Content Marketer, Social Media Manager, Brand Marketer"
],
"three_rs": {
"role_fit": "Poor — role needs a hands-on production graphic designer; candidate is a content/brand marketer whose visual work is explicitly management/direction, not design.",
"readiness": "Available and active, but not ready to deliver design assets given no evidence of asset production.",
"risk": "High risk: hiring for a design-execution role based on a lone 'Graphic design' skill tag with no supporting portfolio; likely to underdeliver on core deliverables."
},
"match_reasons": [
{
"reason": "Agency and DTC/eCommerce industry exposure matches nice-to-have context",
"evidence": "industries: \"Ecommerce\", \"Marketing Agencies\", \"Marketplaces\"; subindustries: \"DTC\""
},
{
"reason": "Has Canva and Photoshop plus web CMS tools relevant to some asset/web work",
"evidence": "tools: \"Canva\", \"Photoshop\", \"Webflow\", \"Squarespace\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing design assets. Profile explicitly states 'Visual Brand management (not direct design)' and centers on content/copy/brand strategy; 'Graphic design' is an unsupported skill token.",
"req-002 (Versatile across formats — web, sales, email, collateral): No portfolio evidence of designing website graphics, sales collateral, landing page visuals, or newsletter designs. Her landing-page/email work is content and copy production, not visual design."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "valbonatika_at_gmail_com",
"email": "valbonatika@gmail.com",
"name": "Valbona Demiri",
"score": 51,
"passes_all_hard": false,
"summary": "Valbona is a content and email marketer, not a dedicated marketing graphic designer. Her profile centers on content strategy, copywriting, LinkedIn/social growth, and email campaigns. She lists \"Graphic design\" as a skill and uses Canva/Photoshop, and has produced brochures, sales decks, and email designs, but there is no evidence of a versatile, high-volume marketing asset production practice across web, sales collateral, landing pages, and newsletters as a design specialist. This role needs an execution-focused designer, and her design work reads as supporting output of a content role rather than core competency.",
"synthesis_quote": "\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva\" — design is a secondary output within a primarily content/email marketing practice.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "\"Graphic design\" listed as a skill; tools include \"Canva, Photoshop\"; \"Created social media posts, brochures... using Adobe Premiere and Canva\"; \"Built dynamic sales deck templates\"",
"rationale": "req-001 (marketing asset production) and req-002 (versatility across web/sales/email/collateral) are only partially and indirectly met. She has produced brochures, decks, and designed emails, but design is not her core function — she is classified as Content Marketer and Email Marketer. No evidence of ongoing, production-ready marketing asset design as a design specialist. Both HARD requirements are weakly supported, so this must be low and passes_all_hard is false."
},
"functional_expertise": {
"score": 35,
"weight": 20,
"evidence": "\"Graphic design\" skill; \"Created a detailed brand book... including brand voice, visuals\"; \"Produced consumer-focused brochures\"; \"designed emails, and build them in Service Titan\"",
"rationale": "Core function requested is graphic design. Her demonstrated depth is in content, copywriting, and email marketing, with design as an ancillary skill. Some concrete design artifacts (brochures, brand book, sales decks, email layouts) exist, but the specificity and volume expected of a marketing designer are absent."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries include \"Ecommerce, Marketing Agencies\"; DTC work at Aerterra, GutID, Mate Health; \"Aligned with wellness and eco-conscious... DTC\"",
"rationale": "Strong relevance to DTC/eCommerce and marketing agency contexts (req-006 preferred), which fits the Amazon agency serving premium DTC brands. This is a genuine strength, though it is content/email context rather than design."
},
"hands_on_execution": {
"score": 55,
"weight": 15,
"evidence": "\"draft copy, design emails, and build them in Service Titan\"; \"Created social media posts, brochures\"; \"redesigned skimmable email layouts\"",
"rationale": "She is clearly a hands-on operator who personally builds and ships work, which is positive. However, the hands-on execution is largely content/email/social rather than the graphic design production the role needs. Credit for operator mindset, penalized for lane mismatch."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "\"Developed content strategy\"; \"Discovered our winning content formula: carousels, polls, and video\"; \"Built and managed the content calendar\"",
"rationale": "Demonstrates solid marketing judgment, testing, and prioritization — but this is content/growth strategy. For a pure execution designer role, strategy is secondary; her judgment is real but not design-specific."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools: \"Canva, Photoshop, Webflow, Wordpress\"; \"using Adobe Premiere and Canva\"",
"rationale": "Has Canva and Photoshop (relevant), plus Webflow/WordPress for web. Missing evidence of core design suite depth (e.g., Figma, Illustrator, InDesign) or advanced production workflows. Partial fit."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "\"Doubled open rates from a 12% baseline to a peak of 23.9%\"; \"9x improvement in click rates\"; \"Build monthly performance decks\"",
"rationale": "Strong measurement/optimization track record, but in email/content KPIs. Not central to a production design role, though it signals a results-oriented operator."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "\"status: active\", \"has_availability: true\", \"preferred_hourly_pay_rate: $60/hr\", US-based (Chicago)",
"rationale": "Active with availability, US timezone friendly. $60/hr implies roughly a $6-7k/month retainer at ~25-30 hrs/wk, near the top of the $5-7k band (req-005). Reasonable fit on availability and budget."
}
},
"final_score_rationale": "The dominant driver is a lane mismatch: the role is an execution-focused marketing graphic designer, but Valbona's profile is fundamentally a Content Marketer / Email Marketer. The two HARD requirements (ongoing marketing asset production and versatility across web/sales/email/collateral as a design specialist) are only weakly and indirectly supported by brochures, brand book, sales decks, and email design work — insufficient concrete proof of dedicated design production, so passes_all_hard is false and hard_requirements_fit is low. Functional expertise scores low because design is a secondary skill. Offsetting positives are strong DTC/agency industry relevance, an operator (hands-on) mindset, availability, and budget fit — but per instructions I did not transfer her strong content/email strengths into design scores.",
"evidence_snippets": [
"Skills: \"Graphic design\"; Roles: \"Content Marketer, Email Marketer\"",
"\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva for Aerterra.\"",
"\"Created a detailed brand book to establish Mate Health's identity, including brand voice, visuals, and messaging guidelines.\"",
"\"Built dynamic sales deck templates, enabling the team to present their solutions persuasively.\"",
"\"draft copy, design emails, and build them in Service Titan\"",
"Tools: \"Canva, Google Analytics, HubSpot, Photoshop, Webflow, Wordpress\"",
"\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva\" — design is a secondary output within a primarily content/email marketing practice.",
"\"Graphic design\" listed as a skill; tools include \"Canva, Photoshop\"; \"Created social media posts, brochures... using Adobe Premiere and Canva\"; \"Built dynamic sales deck templates\""
],
"three_rs": {
"reject": "Not a fit as a dedicated marketing graphic designer; core identity is content/email marketing with design as an ancillary skill.",
"revise": "If the client would accept a content-led generalist who also designs light assets in Canva/Photoshop, she could be reconsidered — but that is not this role.",
"reconsider": "Better matched to a content marketer or email marketer role, especially DTC/eCommerce or agency clients."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and marketing agency industry experience",
"evidence": "Industries: \"Ecommerce, Marketing Agencies\"; DTC clients Aerterra, GutID, Mate Health"
},
{
"reason": "Has produced some marketing collateral (brochures, brand book, sales decks)",
"evidence": "\"Produced consumer-focused brochures\" / \"Built dynamic sales deck templates\""
},
{
"reason": "Hands-on operator, available, budget-compatible",
"evidence": "\"has_availability: true\", \"$60/hr\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of dedicated, ongoing production-ready marketing asset design as a core function. Design appears as a supporting output of a content/email role (brochures, decks, email layouts), not a design specialty.",
"req-002 (Versatile across formats web/sales/email/collateral as a designer): Insufficient proof of graphic design execution across website graphics, landing pages, and collateral at the depth/volume a design production role requires; her cross-format work is content/copy/email-led rather than design-led."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "hello_at_mischievousdesign_com",
"email": "hello@mischievousdesign.com",
"name": "Rebecca ioannucci",
"score": 82,
"passes_all_hard": true,
"summary": "Rebecca is a versatile marketing graphic designer with 10+ years producing advertising creative, banners, email campaigns, landing pages, and presentation decks — a strong fit for an execution-focused, ongoing marketing asset production role. Her core lane is paid social/ad creative (static and motion), but she demonstrably crosses into site creative, email, landing pages, and collateral, and has heavy DTC/eCommerce and agency (Tinuiti) experience directly relevant to this Amazon marketing agency serving premium DTC brands. Her stated $75/hr rate maps to roughly $6-9K/month at 20-30 hrs/week, which sits at or slightly above the $5-7K retainer band but is workable. She is available and used to fast, ASAP starts.",
"synthesis_quote": "10+ years of experience creating stunning, top-performing advertising creative... I can help with both strategy and production of creative assets still & motion.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 80,
"weight": 25,
"evidence": "\"versatile freelance Graphic Designer... paid ads, on-site creative... homepage banners... email-ready graphics\" and \"skilled in designing cohesive email campaigns\" / Special Gathering: \"flyers, email marketing campaigns, and landing pages\"",
"rationale": "Satisfies req-001 (execution-focused ongoing asset production) and req-002 (versatile across web, sales, email, collateral) with concrete evidence of banners, on-site assets, email-ready graphics, landing pages, and decks. Slightly below top score because sales collateral and 'onboarding materials' are more implied than explicitly shown, and her center of gravity is ad creative rather than the full internal-marketing collateral suite."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "\"Expert Proficiency level of design softwares: Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma\"; \"crafted high-performing video ads... motion graphics\"; presentation decks translating complex data into visual narratives",
"rationale": "Deep, specific design craft across static, motion, decks, and email. Expert Adobe + Figma proficiency and a decade of production experience give strong functional depth for a marketing asset producer."
},
"industry_audience_relevance": {
"score": 88,
"weight": 12,
"evidence": "\"4+ years experience in graphic design, ideally for ecommerce or DTC brands\"; supports six DTC brands at BIG; Tinuiti agency work for Juice Beauty, Get Joy, Swiss Gear, Pokemon Center",
"rationale": "Extensive DTC/eCommerce and marketing-agency experience (Tinuiti is a major performance agency), directly matching req-006 nice-to-have and the company's Amazon-agency-serving-DTC context."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "\"Design and deliver ad creative... in multiple variations and formats\"; \"Create homepage banners, collection headers, and email-ready graphics\"; \"crafted high-performing video ads using After Effects and Premiere Pro\"",
"rationale": "Purely hands-on operator who personally builds and ships assets at volume with fast turnaround — exactly the executor profile the role needs. No delegation/advisory-only pattern."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "\"I can help with both strategy and production\"; \"Translate campaign briefs and product focus areas into on-brand, high-converting creative\"; \"Idea 1 outperformed 9x ROI when the expected was 2x\"",
"rationale": "Shows creative judgment and brief translation plus some results-driven thinking, though this role is execution-weighted and her strategy evidence is lighter than her production evidence."
},
"tool_platform_fit": {
"score": 88,
"weight": 8,
"evidence": "\"Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma\"; \"Proficient in Adobe Creative Suite, Figma, Canva, or similar\"",
"rationale": "Full modern design toolset (Adobe CS + Figma) that matches marketing asset production workflows. Email design tooling is implied rather than named, but core design stack is a strong fit."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "\"Idea 1 outperformed 9x ROI\"; \"excellent Cost per result... Cost per purchase: $0.62\"; \"high-converting creative\"",
"rationale": "Cites performance metrics on ad creative, showing awareness of results-driven iteration. Relevant but oriented to paid-media performance rather than the internal marketing funnel/reporting this role centers on."
},
"availability_budget_fit": {
"score": 68,
"weight": 4,
"evidence": "\"$75/hr\"; \"~20-30 hours/week\"; \"Start ASAP\"; status active, has_availability true",
"rationale": "Available and ASAP-ready (req-007 met). At $75/hr, 20-30 hrs/week implies ~$6.5-9.75K/month, at or above the $5-7K band — workable if scoped near the lower hours, but a mild budget tension."
}
},
"final_score_rationale": "Biggest drivers: deep hands-on production craft (Adobe expert + Figma), strong DTC/eCommerce and agency background (Tinuiti, BIG), and demonstrated versatility across ads, banners, email, landing pages, and decks satisfy both HARD requirements. Penalties/dampeners: her center of gravity is paid-social ad creative rather than the full internal marketing collateral/onboarding suite, sales-collateral and onboarding-material evidence is more implied than proven, and her $75/hr rate at typical hours pushes toward or past the $5-7K retainer ceiling. Strategy and measurement evidence is tilted toward paid-media performance rather than internal marketing engine work, so those dimensions are moderate.",
"evidence_snippets": [
"10+ years of experience creating stunning, top-performing advertising creative for social media (paid & organic strategies)",
"skilled in designing cohesive email campaigns aligned with paid social creative",
"Create homepage banners, collection headers, and email-ready graphics for site and retention teams",
"Special Gathering: creating flyers, email marketing campaigns, and landing pages... aesthetic to respective brand guidelines",
"Expert Proficiency level of design softwares: Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma",
"Swiss Gear: executed a variety of creative ads... working within their strict brand guidelines",
"10+ years of experience creating stunning, top-performing advertising creative... I can help with both strategy and production of creative assets still & motion.",
"\"versatile freelance Graphic Designer... paid ads, on-site creative... homepage banners... email-ready graphics\" and \"skilled in designing cohesive email campaigns\" / Special Gathering: \"flyers, email marketing campaigns, and landing pages\""
],
"three_rs": {
"reach": "Strong reach across marketing asset formats — ad creative, site banners, email, landing pages, and presentation decks — for DTC/eCommerce and agency clients.",
"relevance": "Highly relevant: agency + DTC eCommerce background matches an Amazon marketing agency serving premium DTC brands; execution-focused operator profile fits the ongoing production need.",
"results": "Cites concrete performance wins (9x ROI vs 2x expected; $0.62 cost per purchase), though results are paid-media weighted rather than internal-marketing funnel."
},
"match_reasons": [
"Versatile marketing designer across web, email, landing pages, and collateral: \"homepage banners... email-ready graphics\" and \"flyers, email marketing campaigns, and landing pages\"",
"Execution-first, fast-turnaround operator: \"Fast turnaround times, comfortable with quick pivots and versioning\"",
"Directly relevant DTC/eCommerce + agency experience: six DTC brands at BIG and Tinuiti agency clients (Juice Beauty, Get Joy, Swiss Gear)",
"Comfortable applying strict brand guidelines: \"working within their strict brand guidelines\" and \"Adapt existing brand assets for different campaigns\"",
"Available ASAP with active status, matching the fast-start requirement"
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "braxt1jd_at_gmail_com",
"email": "braxt1jd@gmail.com",
"name": "Jamie Braxton",
"score": 28,
"passes_all_hard": false,
"summary": "Jamie Braxton is an email/lifecycle and paid search marketer, not a marketing graphic designer. The profile lists only \"Graphic design (basic)\" as a skill and design tools (\"Photoshop, Canva, etc\") in the context of email work. There is no evidence of producing versatile marketing assets across web, sales collateral, landing pages, and onboarding materials as a design deliverable. The role requires an execution-focused graphic designer, which this candidate is not. Both HARD requirements fail.",
"synthesis_quote": "Graphic design (basic)",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Skills list only \"Graphic design (basic)\"; roles are \"Paid Search Marketer\" and \"Email Marketer\".",
"rationale": "The role demands an execution-focused marketing graphic designer producing a steady stream of production-ready assets. Candidate self-reports only basic graphic design and works as an email/paid search marketer. Both HARD reqs (asset production, versatility across formats) are unmet."
},
"functional_expertise": {
"score": 15,
"weight": 20,
"evidence": "\"Graphic design (basic)\" is the only design skill; deep skills are email flows, deliverability, list segmentation, bidding optimization.",
"rationale": "Deep functional expertise is in email/lifecycle and paid search, not graphic design. No portfolio, brand-asset, or design-production depth shown."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Industries include \"Ecommerce\", \"Marketplaces\"; tools include \"Shopify, Magento\"; worked with DTC brands (Cupcakes and Cashmere, Monosuit).",
"rationale": "DTC/eCommerce brand exposure is relevant to the agency's client base, but as an email marketer rather than a designer, so relevance is partial."
},
"hands_on_execution": {
"score": 25,
"weight": 15,
"evidence": "\"set up and manage email flows and campaigns using Klaviyo\"; \"You will have access to an in-house creative person for email content creation.\"",
"rationale": "Candidate is hands-on but in email execution, and notably relied on a separate creative person for content — not producing the design assets themselves. Not a hands-on designer."
},
"strategy_and_judgment": {
"score": 40,
"weight": 10,
"evidence": "\"Increased weekly attributed CRM revenue by more than 2X in 3 months\"; email acquisition strategy & optimization.",
"rationale": "Shows marketing judgment in lifecycle/email, but not design or brand-system judgment relevant to this role."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "\"Design tools (Photoshop, Canva, etc)\" listed alongside Klaviyo, Braze, Iterable, Mailchimp.",
"rationale": "Photoshop/Canva are named but grouped generically; the bulk of tooling is ESP/CRM/ad platforms. Partial but not a designer's tool stack (no InDesign, Illustrator, Figma emphasis)."
},
"measurement_optimization": {
"score": 45,
"weight": 6,
"evidence": "\"Email marketing analytics\", \"Report building and analysis\", \"A/B testing\", 2X CRM revenue.",
"rationale": "Solid measurement in email marketing, but this is not the design-asset production the role measures."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $60/hr.",
"rationale": "Active and available; $60/hr is compatible with a $5-7k/month retainer. Fit on soft terms, though not the right function."
}
},
"final_score_rationale": "The dominant driver is a hard-requirement failure: the role needs an execution-focused marketing graphic designer, and Jamie is an email/lifecycle and paid search marketer whose only design credential is self-reported \"Graphic design (basic).\" Both HARD requirements (asset production across the marketing system; versatility across web/sales/email/collateral as a designer) are unmet, capping hard_requirements_fit and functional_expertise. Minor positives — DTC/eCommerce exposure, availability, and rate fit — cannot offset the core mismatch. This is a strong marketer in the wrong lane for this brief.",
"evidence_snippets": [
"Skills: \"Graphic design (basic)\"",
"Roles: \"Paid Search Marketer\", \"Email Marketer\"",
"\"set up and manage email flows and campaigns using Klaviyo\"",
"\"You will have access to an in-house creative person for email content creation.\"",
"Tools: \"Design tools (Photoshop, Canva, etc)\"",
"\"Increased weekly attributed CRM revenue by more than 2X in 3 months\"",
"Graphic design (basic)",
"Skills list only \"Graphic design (basic)\"; roles are \"Paid Search Marketer\" and \"Email Marketer\"."
],
"three_rs": {
"reject": "Primary function is email/lifecycle and paid search marketing, not graphic design.",
"reason": "Only \"Graphic design (basic)\" listed; relied on a separate in-house creative person for content, indicating candidate does not produce design assets.",
"recommend": "Consider only for an email/lifecycle marketing role, not this designer retainer."
},
"match_reasons": [
{
"reason": "DTC/eCommerce brand exposure relevant to agency clients",
"evidence": "Worked with Cupcakes and Cashmere, Monosuit; industries include Ecommerce, Marketplaces"
},
{
"reason": "Available and rate-compatible",
"evidence": "has_availability: true; $60/hr fits $5-7k/month retainer"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAILS — candidate lists only \"Graphic design (basic)\" and works as an email/paid search marketer; no evidence of producing ongoing marketing design assets.",
"req-002 (Versatile across web, sales, email, collateral as a designer): FAILS — no evidence of designing website graphics, sales collateral, landing page design, or onboarding materials; email work relied on an in-house creative person for content."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "joannbdoan_at_gmail_com",
"email": "joannbdoan@gmail.com",
"name": "Joann Doan",
"score": 37,
"passes_all_hard": false,
"summary": "Joann Doan is an accomplished email/lifecycle CRM marketer with deep experience in Braze, Klaviyo, deliverability, segmentation, and lifecycle automation across ecommerce, apps, and fintech. However, this role is for an execution-focused marketing GRAPHIC DESIGNER producing ongoing assets across web, sales collateral, landing pages, newsletters, and onboarding materials. Her design footprint is limited to \"Graphic design (basic)\" plus Canva/Photoshop in an email context — there is no evidence of a portfolio of production-ready visual marketing assets or brand-guide-driven design work. She fails both HARD design requirements.",
"synthesis_quote": "Copy creation, design, strategy, and execution of new email designs",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Skills list includes only \"Graphic design\" and \"Graphic design (basic)\"; work history is entirely email/CRM lifecycle roles (Root Insurance, RevDoc, YNAB, ViX).",
"rationale": "The role requires an execution-focused marketing graphic designer producing ongoing production-ready assets across formats. Joann's experience is in email/CRM marketing, not marketing asset design. \"Graphic design (basic)\" and email template design do not satisfy req-001 or req-002. Both HARD requirements fail."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "\"Copy creation, design, strategy, and execution of new email designs\"; skills: \"Template development (HTML/CSS)\", \"Graphic design (basic)\".",
"rationale": "Core functional expertise is email lifecycle marketing, not versatile marketing graphic design. Design mentions are incidental to email work; no evidence of website graphics, sales collateral, or landing page visual design as a designer."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Industries: \"Ecommerce, Marketing Agencies, Apps\"; Charming Charlie (accessories e-commerce), ViX, Shopify/Magento tools.",
"rationale": "Has DTC/ecommerce and marketing-agency industry exposure, which is a nice-to-have (req-006). But relevance is through an email lens, not a design lens."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "\"Campaign execution and QA\", \"Segment and suppression creation\", \"building, executing on strategy, and QA\".",
"rationale": "Clearly a hands-on operator, but in email/CRM execution rather than graphic asset production. Hands-on design execution for marketing assets is not demonstrated."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "\"Strategized, designed, managed, and implemented customer's lifecycle strategies\"; \"Creation of 21 day onboard flow\".",
"rationale": "Shows solid marketing strategy and judgment in lifecycle campaigns, but not creative/design judgment or the ability to translate brand guidelines into cohesive visual assets."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "Tools: \"Canva\", \"Photoshop\", \"Design tools (Photoshop, Canva, etc)\" alongside Klaviyo, Braze, Mailchimp.",
"rationale": "Lists Canva and Photoshop, which are relevant design tools, but no Figma/Illustrator/InDesign and no evidence of production design workflows. Tool mentions are within an email marketing stack."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"A/B testing promotional email creative, winning variant drove purchase rate by 43%\"; \"increased retention by 20%\".",
"rationale": "Strong measurement and optimization instincts, but applied to email performance, not design asset iteration. Partial transferable value."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $65/hr.",
"rationale": "Active and available. $65/hr aligns with the $5-7k/month retainer band, so budget/availability fit is reasonable — though this doesn't offset the core skill mismatch."
}
},
"final_score_rationale": "The dominant driver is a HARD requirement failure: this is a marketing graphic designer role for ongoing production of visual assets (web, sales collateral, landing pages, newsletters, onboarding), and Joann is an email/CRM lifecycle marketer whose only design signal is \"Graphic design (basic)\" plus Canva/Photoshop used within email work. There is no portfolio evidence of production-ready graphic assets or brand-guide-driven design. She fails req-001 (marketing asset production) and req-002 (versatility across design formats). Modest credit for ecommerce/agency industry exposure, available status, and budget fit, but her genuine strengths (deliverability, lifecycle automation, segmentation) are in a different lane and cannot be transferred to a design production role.",
"evidence_snippets": [
"Skills: \"Graphic design\", \"Graphic design (basic)\"",
"\"Copy creation, design, strategy, and execution of new email designs\"",
"Roles: \"Email Marketer, Marketer in Residence, Product Marketer\"",
"Tools include \"Canva\", \"Photoshop\", \"Klaviyo\", \"Braze\"",
"\"Lead email deliverability remediation for partnership campaigns\" (Root Insurance)",
"preferred_hourly_pay_rate: $65/hr; status: active",
"Copy creation, design, strategy, and execution of new email designs",
"Skills list includes only \"Graphic design\" and \"Graphic design (basic)\"; work history is entirely email/CRM lifecycle roles (Root Insurance, RevDoc, YNAB, ViX)."
],
"three_rs": {
"role_fit": "Poor. The role needs a dedicated marketing graphic designer/operator; Joann is an email lifecycle CRM marketer.",
"readiness": "Available and active, could start quickly, but not ready for a design production mandate.",
"risk": "High risk — core deliverable (versatile production-ready marketing design across web/sales/email/collateral) is unproven; design skills are self-rated 'basic'."
},
"match_reasons": [
{
"reason": "Ecommerce and marketing-agency industry exposure (nice-to-have req-006)",
"evidence": "Industries: \"Ecommerce, Marketing Agencies, Apps\"; Charming Charlie accessories e-commerce engagement"
},
{
"reason": "Available and budget-aligned",
"evidence": "status: active, has_availability: true; $65/hr fits the $5-7k/month band"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. No evidence of producing production-ready marketing graphic assets; skill list shows only \"Graphic design (basic)\" and work history is entirely email/CRM lifecycle roles.",
"req-002 (Versatile across formats: web, sales, email, collateral): FAILS. No demonstrated design work across website graphics, sales collateral, or landing page design; design references are limited to email templates."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "raquel_at_raquelbowles_com",
"email": "raquel@raquelbowles.com",
"name": "Raquel Bowles",
"score": 42,
"passes_all_hard": false,
"summary": "Raquel is a data-driven growth/brand marketing leader with strong funnel, demand gen, CRM, and paid media experience across DTC, ecommerce, and services. However, this role needs an execution-focused graphic designer producing ongoing marketing assets (web graphics, sales collateral, landing pages, newsletters, onboarding materials). Her profile lists \"Graphic design\" as a skill and Canva as a tool, but every work-history entry describes strategy, growth, and campaign leadership — not hands-on production of design assets. She fails the two HARD design-execution requirements because there is no concrete evidence she personally designs marketing assets at a production-ready quality bar.",
"synthesis_quote": "Data-driven marketing leader... a dynamic leader who balances strategic foresight with a relentless focus on execution and sales velocity.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Skills list includes \"Graphic design\" and tool \"Canva\"; but work history is entirely growth/brand strategy: \"Led growth for 3 Graze Craze locations; built full funnel systems\"; \"guiding the creation of compelling graphics and copy\" (guiding, not producing).",
"rationale": "The HARD requirements demand an execution-focused designer producing ongoing marketing assets across formats. Raquel shows she leads/guides creative rather than personally producing production-ready design assets. A bare skill tag and Canva are weak proof; no portfolio-level design execution is described. Both design HARD reqs effectively fail."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "\"guiding the creation of compelling graphics and copy that resonated with the identified personas\"; skill list: \"Graphic design\"; tool: \"Canva\".",
"rationale": "Core function here is marketing graphic design production. Her functional depth is in growth marketing, demand gen, and brand strategy — not hands-on visual design. Evidence of actual asset production (layouts, typography, brand-system execution) is absent, so functional fit to THIS role is weak."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries include \"Ecommerce\", \"Marketing Agencies\", \"Marketplaces\"; DTC-style clients like \"Lucie's Wholesome Kitchen\" and \"Graze Craze\" franchises; product prices span consumer ranges.",
"rationale": "Strong DTC/ecommerce and agency-adjacent exposure matches the nice-to-have industry context. This is genuinely relevant, though it supports her marketing background more than the design production need."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "\"I oversaw the execution of all marketing programs\"; \"Developed multiple tailored email funnels\"; \"Restructured pages to clarify...approach\" — but design work is described as oversight/guidance.",
"rationale": "She is hands-on in campaign/funnel/email execution, but the role needs hands-on DESIGN execution. She led digital advertising teams and guided graphics creation rather than building assets herself. As a designer-operator she reads as advisory/managerial, which the role penalizes."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "\"Defined five distinct personas\"; \"comprehensive marketing strategy anchored by Jordan's recent $30 million verdict\"; \"identified four distinct customer personas\".",
"rationale": "Strong strategic diagnosis, prioritization, and planning judgment across multiple engagements. This is her clear strength, but it is only lightly weighted for an execution-focused design retainer."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools: \"Canva\", \"Email tools (Mailchimp, Klaviyo)\", \"Landing page tools (Instapage, Unbounce)\", \"Ecommerce tools (Shopify, Magento)\".",
"rationale": "Canva plus landing page and email platforms overlap with asset delivery surfaces, but there is no Adobe Creative Suite, Figma, or design-system tooling that a marketing designer would typically use. Partial fit only."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "\"drove 17% CTR, 9% CVR, $0.24 CPC\"; \"ROAS 4:1\"; \"cut CPL 60%\"; \"built eight Google Analytics accounts\".",
"rationale": "Excellent measurement, KPI ownership, and optimization track record — but oriented to media/growth performance rather than design iteration. Still credible evidence of data-driven improvement."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"has_availability: true\"; \"preferred_hourly_pay_rate: $100/hr\"; status active.",
"rationale": "Available and active, supporting a fast start. At $100/hr a ~$6K/month retainer implies ~15 hrs/week, which is workable but her senior-strategist rate framing suggests a mismatch for a production-designer retainer."
}
},
"final_score_rationale": "The dominant penalty is the HARD requirements: this is a hands-on marketing graphic designer producing ongoing assets, and Raquel's evidence shows growth/brand strategy leadership, not personal design production. She \"guided the creation of graphics\" and \"led the digital advertising team\" — advisory rather than executional design. The only design signals are a skill tag and Canva, which are weak/generic proof. Her genuine strengths (strategy, measurement, DTC/ecommerce industry fit) are real but only lightly weighted and largely non-transferable to a production-designer brief. She fails passes_all_hard and lands low overall.",
"evidence_snippets": [
"skills: \"Graphic design\"; tools: \"Canva\"",
"\"Raquel led the digital advertising team, guiding the creation of compelling graphics and copy\"",
"\"Led growth for 3 Graze Craze locations; built full funnel systems, drove 17% CTR, 9% CVR\"",
"\"Developed multiple tailored email funnels to guide prospects and current members\"",
"\"I oversaw the execution of all marketing programs, ensuring that they align with our strategic objectives\"",
"\"Data-driven marketing leader with a proven track record of creating and executing omnichannel marketing\"",
"Data-driven marketing leader... a dynamic leader who balances strategic foresight with a relentless focus on execution and sales velocity.",
"Skills list includes \"Graphic design\" and tool \"Canva\"; but work history is entirely growth/brand strategy: \"Led growth for 3 Graze Craze locations; built full funnel systems\"; \"guiding the creation of compelling graphics and copy\" (guiding, not producing)."
],
"three_rs": {
"reject": "Not a fit as the ongoing production graphic designer — profile shows growth/brand strategy leadership, not hands-on marketing asset production.",
"redirect": "Could be considered for a growth marketer or brand strategy engagement, or the separate director-of-marketing/growth support role, where her demand gen and funnel strengths apply.",
"reconsider": "If she can provide a design portfolio demonstrating personally-produced web, email, and collateral assets built within a brand style guide, revisit for the design role."
},
"match_reasons": [
{
"reason": "DTC/ecommerce and agency industry exposure relevant to the client base",
"evidence": "Industries: \"Ecommerce\", \"Marketing Agencies\", \"Marketplaces\"; DTC clients like Graze Craze and Lucie's Wholesome Kitchen"
},
{
"reason": "Available and active for a fast start",
"evidence": "\"has_availability: true\"; status active"
},
{
"reason": "Familiar with landing pages, email tools, and Canva that touch asset delivery",
"evidence": "Tools include \"Canva\", \"Landing page tools (Instapage, Unbounce)\", \"Email tools (Mailchimp, Klaviyo)\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No concrete evidence of personally producing marketing design assets. Work history describes guiding/overseeing creative and running growth programs; only a skill tag and Canva support design.",
"req-002 (Versatile across formats — web, sales, email, collateral): No demonstrated production of website graphics, sales collateral, or newsletter designs by her own hand; email work is funnel/copy strategy, not design execution."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "adam_stanisic_at_gmail_com",
"email": "adam.stanisic@gmail.com",
"name": "Adam Stanisic",
"score": 40,
"passes_all_hard": false,
"summary": "Adam is an email/paid-social marketer with only basic, secondary graphic design skills — not a versatile marketing graphic designer. The role requires an execution-focused designer producing production-ready assets across web, sales collateral, landing pages, and newsletters. Adam's profile centers on campaign management, email marketing, and paid social, with graphic design listed as \"Graphic design (basic)\" and design tools limited to Canva/Photoshop. There is no portfolio or work evidence of him personally producing marketing design assets. He fails the two HARD design requirements.",
"synthesis_quote": "\"Graphic design (basic)\" ... roles: Email Marketer, Paid Social Media Marketer",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Skills list includes only \"Graphic design\" and \"Graphic design (basic)\"; roles are \"Email Marketer, Paid Social Media Marketer\"",
"rationale": "The core HARD requirement is an execution-focused marketing graphic designer producing ongoing production-ready assets. Adam self-classifies design at a 'basic' level and his identity is email/paid-social. No work-history bullet shows him personally designing marketing assets. Fails req-001 and req-002."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "\"Graphic design (basic)\"; \"Creative strategy/direction\"; tools \"Canva, Photoshop\"",
"rationale": "Design expertise is shallow and generic. Strong functional depth exists in email and paid social, not in the requested graphic design function, so it cannot transfer."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: \"Ecommerce, Local Businesses\"; nonprofit-heavy work history (SeriousFun, American Cancer Society)",
"rationale": "Some ecommerce exposure is relevant to DTC context, but most experience is nonprofit fundraising, not agency/DTC design. Partial fit for req-006."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "\"Managed a team of web developers and content editors\"; \"Led a web design redevelopment effort in 2016\"; hands-on email/campaign build history",
"rationale": "He is hands-on in email and campaign execution, but design execution is at a coordination/basic level (managing developers, leading redesigns) rather than personally producing polished design assets."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "\"planning and prioritizing the development of new features, coordinating resources\"; \"inbound marketing strategy contributed to a 25% increase in web traffic\"",
"rationale": "Solid marketing strategy and campaign judgment, but the role is execution-focused design, so this only partially applies."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "\"Canva\", \"Photoshop\", \"Design tools (Photoshop, Canva, etc)\"",
"rationale": "Has Photoshop and Canva, but no Illustrator, Figma, InDesign, or Adobe CC suite that a versatile marketing designer would typically use. Partial tool fit."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "\"62% decrease in CPC in YOY\"; \"26% improvement in average open rates ... A/B testing\"; \"20% jump in site accessibility scores\"",
"rationale": "Strong measurement/optimization track record, though it is campaign performance rather than design asset iteration."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred rate $50/hr; location Brooklyn NY (US timezone)",
"rationale": "Available and US-based; $50/hr aligns roughly with a $5-7k/month retainer. Availability/budget fit is fine, but it cannot offset the design gap."
}
},
"final_score_rationale": "The dominant driver is failure of the two HARD design requirements: the role needs a versatile, execution-focused marketing graphic designer producing web, sales, email, and collateral assets, while Adam classifies himself as \"Graphic design (basic)\" and is fundamentally an Email Marketer / Paid Social Media Marketer. No work-history evidence shows him personally producing marketing design assets. His genuine strengths — email marketing, paid social, campaign optimization, measurement — are in a different lane and do not transfer to this design production role. Availability, budget, and some ecommerce exposure provide minor lift but cannot compensate for the core skill mismatch.",
"evidence_snippets": [
"roles: Email Marketer, Paid Social Media Marketer",
"\"Graphic design (basic)\"",
"tools: Canva, Photoshop, Design tools (Photoshop, Canva, etc)",
"\"Managed a team of web developers and content editors\"",
"\"Led a web design redevelopment effort in 2016, with elements and styling still in use today\"",
"\"26% improvement in average open rates, achieved through strategic use of gated content, A/B testing\"",
"\"Graphic design (basic)\" ... roles: Email Marketer, Paid Social Media Marketer",
"Skills list includes only \"Graphic design\" and \"Graphic design (basic)\"; roles are \"Email Marketer, Paid Social Media Marketer\""
],
"three_rs": {
"role": "Classified as Email Marketer and Paid Social Media Marketer, not a graphic designer.",
"reason": "Role needs an ongoing, execution-focused marketing graphic designer for production-ready assets — Adam's design is self-rated 'basic' with no design portfolio evidence.",
"recommendation": "Do not shortlist for this graphic design role; better fit for email/paid-social engagements."
},
"match_reasons": [
{
"reason": "Has some ecommerce industry exposure relevant to DTC context",
"evidence": "industries: \"Ecommerce, Local Businesses\""
},
{
"reason": "Available now and US-based with rate in budget range",
"evidence": "status: active, has_availability: true; $50/hr; Brooklyn, NY"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): Fails. Candidate self-classifies design as 'Graphic design (basic)' and is primarily an Email/Paid Social Marketer; no evidence of producing ongoing production-ready marketing design assets.",
"req-002 (Versatile across web, sales, email, collateral design formats): Fails. No work-history evidence of personally designing website graphics, sales collateral, landing pages, or newsletter designs — design activity is coordination/basic-level only."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "stephenflongo_at_gmail_com",
"email": "stephenflongo@gmail.com",
"name": "Steve Longo",
"score": 21,
"passes_all_hard": false,
"summary": "Steve Longo is a freelance content marketer and copywriter, not a marketing graphic designer. His profile is entirely centered on writing, editing, SEO, and content strategy across blogs, landing page copy, email copy, and social copy. There is no evidence of visual/graphic asset production, design tooling beyond Canva (listed once with no design work described), or an ability to execute versatile visual design across web, sales, email, and collateral formats. This role explicitly requires an execution-focused graphic designer producing production-ready visual assets, which is a fundamentally different discipline from copywriting. He fails the core HARD requirements.",
"synthesis_quote": "I've worked as a freelance copywriter since 2011 and have extensive full-time experience in SEO, content writing, content marketing, editing, and proofreading.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 8,
"weight": 25,
"evidence": "Roles: Content Marketer; skills list is Copywriting, Editing, Content strategy, SEO fundamentals, Website content — no graphic design production skills.",
"rationale": "The role requires an execution-focused marketing graphic designer producing visual assets. Steve's profile shows only copy/content production. No evidence of visual asset design, so both HARD requirements (req-001 marketing graphic design, req-002 versatility across visual formats) fail."
},
"functional_expertise": {
"score": 5,
"weight": 20,
"evidence": "Skills: Copywriting, Editing, Content strategy, Long form - Blog / Website, Long form - Email Newsletters; tools: Ahrefs, SEMRush, Wordpress.",
"rationale": "Deep functional expertise is in content/copywriting, not graphic design. The core function requested (visual asset design) has essentially no supporting evidence."
},
"industry_audience_relevance": {
"score": 40,
"weight": 12,
"evidence": "Industries: Ecommerce, Marketing Agencies, Software & Tech; audiences Businesses (B2B) and Consumers (B2C).",
"rationale": "He has agency and eCommerce industry exposure (a nice-to-have), which is mildly relevant, but relevance is undercut because his work in those settings was content, not design."
},
"hands_on_execution": {
"score": 15,
"weight": 15,
"evidence": "Steve produced, edited, proofread, and optimized landing pages, blogs, social media copy, email copy.",
"rationale": "He is clearly a hands-on operator, but as a writer/content producer — not as a designer shipping visual assets. Execution strength does not transfer to the required design lane."
},
"strategy_and_judgment": {
"score": 45,
"weight": 10,
"evidence": "Led content creation for ABM campaign that resulted in 43 MQLs from a target list of about 300 accounts.",
"rationale": "Shows content strategy and campaign judgment, but not design/creative judgment relevant to asset production. Partial, off-lane credit only."
},
"tool_platform_fit": {
"score": 20,
"weight": 8,
"evidence": "Tools: Ahrefs, Canva, Google Analytics, HubSpot, SEMRush, Wordpress.",
"rationale": "Canva is the only design-adjacent tool and no design use is described. No Adobe Creative Suite, Figma, or other professional design tooling expected for a marketing graphic designer."
},
"measurement_optimization": {
"score": 40,
"weight": 6,
"evidence": "Leveraged tools like HubSpot, SEMRush, Google Analytics... to create data-centric progress reports.",
"rationale": "Demonstrates measurement in a content/SEO context, but not design performance iteration; only loosely relevant to this role."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $55/hr.",
"rationale": "Active and available. $55/hr is within a $5-7k/month retainer range, so budget/availability are a soft fit — but this does not offset the discipline mismatch."
}
},
"final_score_rationale": "The dominant driver is a discipline mismatch: this is a graphic design (visual marketing asset production) role, and Steve is a content marketer/copywriter. Both HARD requirements (marketing graphic design and versatility across visual formats web/sales/email/collateral) fail due to absence of any visual design evidence. His content strengths (copy, SEO, email newsletter writing, ABM campaigns) are real but do not transfer to design. Minor positives — agency/eCommerce industry exposure and available/on-budget — provide small soft-preference credit but cannot lift the score given the core requirement failures.",
"evidence_snippets": [
"I've worked as a freelance copywriter since 2011 and have extensive full-time experience in SEO, content writing, content marketing, editing, and proofreading.",
"roles: - Content Marketer",
"skills: Copywriting, Editing, Content strategy, Long form - Blog / Website, Long form - Email Newsletters, Website content",
"tools: Ahrefs, Canva, Google Analytics, HubSpot, SEMRush, Wordpress",
"Produced blog posts, landing pages, ads, social media copy, email copy and other forms of content.",
"Roles: Content Marketer; skills list is Copywriting, Editing, Content strategy, SEO fundamentals, Website content — no graphic design production skills.",
"Skills: Copywriting, Editing, Content strategy, Long form - Blog / Website, Long form - Email Newsletters; tools: Ahrefs, SEMRush, Wordpress.",
"Industries: Ecommerce, Marketing Agencies, Software & Tech; audiences Businesses (B2B) and Consumers (B2C)."
],
"three_rs": {
"role_fit": "Poor. The role needs a hands-on marketing graphic designer; Steve is a content/copywriting specialist with no demonstrated graphic design production.",
"readiness": "Available and active, but not ready for this discipline — no visual design portfolio evidence or professional design tooling.",
"risk": "High risk of being unable to deliver production-ready visual assets, which is the core of the engagement."
},
"match_reasons": [
{
"reason": "Some agency/eCommerce industry exposure",
"evidence": "Industries: Ecommerce, Marketing Agencies, Software & Tech"
},
{
"reason": "Available and within budget range",
"evidence": "has_availability: true; preferred_hourly_pay_rate: $55/hr"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAIL — Profile shows only content/copywriting work; no evidence of producing visual/graphic marketing assets.",
"req-002 (Versatile across formats - web, sales, email, collateral): FAIL — He writes copy for these formats but there is no evidence of designing visual assets across them. Canva is listed but no design output is described."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "eganjover_at_gmail_com",
"email": "eganjover@gmail.com",
"name": "Egan Jover",
"score": 35,
"passes_all_hard": false,
"summary": "Egan is an experienced email/lifecycle marketer (Klaviyo, Braze, Iterable) with strong CRM, deliverability, and automation depth across Spanx, Disney+, Apple, and HBO Max. However, this role is for an execution-focused marketing GRAPHIC DESIGNER producing versatile visual assets across web, sales collateral, landing pages, newsletters, and onboarding materials. Egan's only design credential is \"Graphic design (basic)\" plus template building in email tools — he is not a versatile marketing graphic designer. He fails the two HARD requirements.",
"synthesis_quote": "Versed in HTML and CSS along with any type of email campaign building platform.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Skills list only \"Graphic design (basic)\"; role is \"Email Marketer\" not designer",
"rationale": "HARD req-001 (marketing graphic design asset production) and req-002 (versatile across web/sales/email/collateral design) both fail. Only self-declared basic design and email template building, no evidence of website graphics, sales collateral, or landing page visual design production."
},
"functional_expertise": {
"score": 18,
"weight": 20,
"evidence": "\"Graphic design (basic)\"; \"Template development (HTML/CSS)\"; \"Template development (drag and drop)\"",
"rationale": "The core function requested is graphic design. Egan's functional depth is in email/lifecycle marketing, not visual design. Email template building is adjacent but does not demonstrate the versatile visual asset production the role demands."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "Industries include \"Ecommerce\", \"Marketing Agencies\"; worked with DTC brand Spanx",
"rationale": "Some relevant agency/DTC eCommerce exposure (Spanx, Marketing Agencies), which aligns with req-006 preference, but this is a PREFERRED item and does not offset the missing design function."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "\"Built and created many emails with HTML/CSS, developing new templates with Braze\"; \"designed newsletters\"",
"rationale": "Clearly hands-on, but hands-on at email execution and CRM builds, not graphic/visual asset design. The design-adjacent hands-on work (newsletters, templates) is narrow relative to the role's asset scope."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "\"Used personalization and A/B tests to boost performance\"; \"Drove 12% MoM revenue growth\"",
"rationale": "Shows solid marketing judgment and testing discipline, but this role is execution-focused design; strategy weight is limited and his strategy is in lifecycle, not design/brand systems."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "\"Design tools (Photoshop, Canva, etc)\" listed; also Klaviyo, Braze, Iterable",
"rationale": "Lists Photoshop/Canva, which are relevant design tools, but there is no design portfolio or evidence of proficiency; the bulk of the toolset is ESP/CRM platforms not central to a graphic designer role."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "\"Used personalization and A/B tests to boost performance\"; \"Maintained high deliverability via GPMT\"; \"Email marketing analytics\"",
"rationale": "Strong measurement instincts in email, but not tied to design asset iteration/optimization which is what this role would measure."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"has_availability: true\"; \"preferred_hourly_pay_rate: $75/hr\"",
"rationale": "Active and available for a fast start. $75/hr implies a monthly retainer potentially near/above the $5-7k band depending on hours, roughly workable. Soft preferences only."
}
},
"final_score_rationale": "The dominant driver is failure of both HARD requirements: this is a marketing graphic designer asset-production role, and Egan is an email/lifecycle marketer whose only design signal is self-rated \"Graphic design (basic)\" and email template building. His genuine strengths (Klaviyo/Braze lifecycle, deliverability, A/B testing, 12% MoM revenue growth) are in a different marketing lane and are not transferable to versatile visual asset production across web, sales collateral, and landing pages. Minor positives: some DTC/agency/eCommerce industry relevance, Photoshop/Canva listed, newsletter design exposure, and immediate availability. These lift subscores modestly but cannot offset the core function mismatch, keeping the overall score low.",
"evidence_snippets": [
"Skills: \"Graphic design (basic)\"",
"\"Template development (HTML/CSS)\" and \"Template development (drag and drop)\"",
"\"Built and created many emails with HTML/CSS, developing new templates with Braze, and designing campaigns\"",
"\"designed newsletters to engage both new and existing users\" (Josys)",
"Tools: \"Design tools (Photoshop, Canva, etc)\"",
"Roles: \"Email Marketer, Marketer in Residence, XM Vetter\"",
"Versed in HTML and CSS along with any type of email campaign building platform.",
"Skills list only \"Graphic design (basic)\"; role is \"Email Marketer\" not designer"
],
"three_rs": {
"role_fit": "Poor. Role needs a versatile marketing graphic designer; candidate is an email/lifecycle marketer with only basic design.",
"readiness": "Available and active, capable of a fast start, but not ready to produce professional graphic design assets.",
"risk": "High delivery risk on core design output; would likely underperform on website graphics, sales collateral, and landing page design."
},
"match_reasons": [
{
"reason": "Some DTC/eCommerce and agency industry exposure aligns with a PREFERRED nice-to-have",
"evidence": "Industries: \"Ecommerce\", \"Marketing Agencies\"; worked as Email Marketer at Spanx (DTC apparel)"
},
{
"reason": "Newsletter/email design adjacency touches one asset format in scope",
"evidence": "\"created a weekly email calendar and designed newsletters\""
},
{
"reason": "Immediately available for fast start",
"evidence": "has_availability: true; status: active"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production) FAILS: profile only lists \"Graphic design (basic)\" and email template building — no evidence of producing versatile marketing graphic design assets. Candidate's role classification is Email Marketer, not graphic designer.",
"req-002 (Versatile across web, sales, email, collateral formats) FAILS: no evidence of website graphics, sales collateral, or landing page visual design; design work is limited to email newsletters/templates within ESPs."
]
},
{
"candidate_id": "merryrichter_at_gmail_com",
"email": "merryrichter@gmail.com",
"name": "Merry Richter",
"schema_version": "CandidateEvaluationV1",
"score": 28,
"passes_all_hard": false,
"summary": "Merry Richter is a senior content marketer / copywriter and content strategist, not a graphic designer. This role requires an execution-focused marketing graphic designer producing production-ready visual assets across web, sales collateral, landing pages, and email/newsletters. Her profile shows deep content strategy, copywriting, SEO, and editorial leadership, but no evidence of hands-on graphic/visual design production. The only design-adjacent signals are Canva as a tool and involvement in website redesigns where she contributed IA and content (not visual design). She fails both HARD requirements for marketing graphic design and versatile visual execution across formats.",
"synthesis_quote": "A full-stack marketer... who seeks a new role as head of content marketing/content strategy or senior copywriter.",
"final_score_rationale": "The two biggest drivers are hard requirement failures: req-001 (marketing graphic design / asset production) and req-002 (versatile visual execution across web, sales, email, collateral) are both unmet. Merry's roles are explicitly content marketing, copywriting, and content strategy; her \"design\" involvement is content design and IA, not visual/graphic production. Canva appears in her toolset but there is no portfolio evidence of graphic design output (her samples are blog posts). She has strong content/email newsletter writing and DTC/eCommerce/agency-adjacent industry exposure, which gives partial credit on industry relevance and email familiarity, but those cannot transfer to a visual production role. Budget/availability fit is neutral-positive ($80/hr, active, available), but this cannot offset the core skill mismatch. This is a fundamental role-lane mismatch.",
"evidence_snippets": [
"roles: Content Marketer",
"seeks a new role as head of content marketing/content strategy or senior copywriter",
"tools: Canva, Google Analytics, HubSpot, Wordpress",
"Led a complete redesign of the school's website (including IA, development, design, and content refresh)",
"Wrote a brand book and style guide",
"See selected writing samples (blog posts) at www.merryrichter.com",
"A full-stack marketer... who seeks a new role as head of content marketing/content strategy or senior copywriter.",
"roles: Content Marketer; portfolio = blog posts; no graphic design production evidence"
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production, HARD): No evidence of hands-on graphic/visual design production. Profile is Content Marketer with copywriting, content strategy, and SEO; portfolio samples are blog posts, not designed assets.",
"req-002 (Versatile across formats web/sales/email/collateral, HARD): She writes sales collateral and email newsletters and contributes IA/content to website redesigns, but there is no evidence she visually designs these assets. 'Design' references are content design and website redesign involvement, not graphic execution."
],
"match_reasons": [
{
"reason": "Familiarity with brand style guides (as a writer)",
"evidence": "Wrote a brand book and style guide"
},
{
"reason": "Relevant industry exposure (Ecommerce, Marketplaces, SaaS/agency-adjacent)",
"evidence": "industries: Apps, Ecommerce, Marketplaces, Media, Services, Software & Tech"
},
{
"reason": "Email/newsletter content experience",
"evidence": "Long form - Email Newsletters"
}
],
"three_rs": {
"role_fit": "Poor fit. This is a graphic designer (visual asset production) role; candidate is a content marketer/copywriter/strategist.",
"readiness": "Active and available, but not ready for a design-execution role.",
"risk": "High risk of role mismatch; would not deliver production-ready graphic design assets."
},
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "roles: Content Marketer; portfolio = blog posts; no graphic design production evidence",
"rationale": "Both HARD requirements (marketing graphic design, versatile visual execution) are unmet. Canva in toolset is the only design-adjacent signal, insufficient to satisfy production requirements."
},
"functional_expertise": {
"score": 12,
"weight": 20,
"evidence": "Content Marketer roles; Copywriting; Content strategy; SEO fundamentals",
"rationale": "Deep functional expertise exists but in content/copywriting, not graphic design. The core function requested (graphic/visual design) is absent, so functional match to THIS role is very low."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: Ecommerce, Marketplaces, Apps, Software & Tech",
"rationale": "Ecommerce/marketplace/SaaS exposure aligns with the agency's DTC/Amazon client base, giving moderate relevance. But relevance is limited since her work was content, not design, for these audiences."
},
"hands_on_execution": {
"score": 20,
"weight": 15,
"evidence": "Wrote most site copy; crafted sales collateral; built content workflows",
"rationale": "She is clearly hands-on, but as a writer/executor of content, not a designer. The role needs a hands-on visual producer, which is not evidenced."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "Led editorial strategy, content production processes, brand refresh, website redesign IA",
"rationale": "Strong strategic and planning judgment demonstrated, though oriented to content/marketing strategy rather than design judgment specifically."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "tools: Canva, Wordpress, HubSpot, Google Analytics",
"rationale": "Canva and Wordpress are relevant to marketing asset workflows, but no Adobe Creative Suite / Figma or professional design tooling is shown. Partial, weak fit for a designer role."
},
"measurement_optimization": {
"score": 45,
"weight": 6,
"evidence": "grew organic web traffic by 85%... driving $2M+ in pipeline; 97% lift in enrollment",
"rationale": "Strong measurement instincts for content/conversion outcomes, but not directly tied to design asset performance; modest transferability."
},
"availability_budget_fit": {
"score": 65,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $80/hr",
"rationale": "Active and available with a rate that could plausibly fit a $5-7k/month retainer, so soft-fit is positive; does not offset core skill gap."
}
}
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "digitalexpertamanda_at_gmail_com",
"email": "digitalexpertamanda@gmail.com",
"name": "Amanda Luke",
"score": 33,
"passes_all_hard": false,
"summary": "Amanda is a seasoned email and SMS marketing consultant with 10+ years of lifecycle, deliverability, and ESP migration experience for eCommerce brands. However, this role needs an execution-focused marketing graphic designer producing versatile assets across web, sales collateral, landing pages, newsletters, and onboarding materials. Amanda's only design credential is \"Graphic design (basic)\" and familiarity with Photoshop/Canva — she is fundamentally an email marketer, not a graphic designer. She fails both HARD design requirements.",
"synthesis_quote": "I'm a seasoned email and SMS marketing consultant with 10+ years of experience... I specialize in lifecycle strategy, deliverability optimization, ESP migrations, and building high-performing email, SMS, and push notification programs from the ground up.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Skills list only shows \"Graphic design (basic)\"; primary role is \"Email Marketer\" / \"Lifecycle Marketer\".",
"rationale": "Both HARD requirements demand an execution-focused marketing graphic designer who can produce ongoing assets and be versatile across web/sales/email/collateral formats. Amanda self-classifies design as 'basic' and her entire history is email/SMS lifecycle marketing. No evidence of designing website graphics, sales collateral, or landing pages. Hard fail."
},
"functional_expertise": {
"score": 15,
"weight": 20,
"evidence": "\"Graphic design (basic)\" is the only design skill; deep expertise is all in email lifecycle, deliverability, ESP migration, segmentation.",
"rationale": "Core function (marketing graphic design/asset production) is not her discipline. Her deep functional expertise is in a different lane (email/SMS) which does not transfer to a dedicated designer role."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "Industries: Ecommerce; \"ecommerce and retail band merchandise store\"; works with DTC/eCommerce brands.",
"rationale": "eCommerce/DTC background is relevant to the company (Amazon agency serving DTC brands), a partial nice-to-have match, though her contributions there were email, not design."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "\"Klaviyo email campaign builds\", \"Template development (HTML/CSS)\", \"Template development (drag and drop)\".",
"rationale": "She is clearly hands-on, but in email template building and campaign execution — not in producing marketing graphic design assets. Some transferable template/visual work but not design production."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "\"develop and provide the overall strategic direction\", \"regularly audits Klaviyo accounts to uncover issues, spot gaps, and propose new initiatives\".",
"rationale": "Strong strategic judgment in email marketing, but this role is execution-focused design, not strategy — and her judgment is not in the design domain."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "Tools: \"Design tools (Photoshop, Canva, etc)\", plus Klaviyo, Mailchimp, Shopify.",
"rationale": "Lists Photoshop/Canva, which are relevant design tools, but no evidence of professional-grade design tooling (Figma, Illustrator, InDesign) or design workflow depth. Most tools are email/eCommerce platforms."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "\"Year-over-year email revenue increased by 359%\", \"A/B testing and data analysis of tests\", \"Email marketing analytics\".",
"rationale": "Strong measurement and optimization instincts, but oriented to email performance metrics rather than design asset production."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "\"has_availability: true\"; \"preferred_hourly_pay_rate: $95/hr\".",
"rationale": "Available and active. At $95/hr, a ~$6k/month retainer implies roughly 63 hrs/month — plausible but on the higher end; primary concern is fit, not rate."
}
},
"final_score_rationale": "The dominant driver is a hard fail on both HARD design requirements: this is a dedicated marketing graphic designer role, and Amanda's only design qualification is \"Graphic design (basic).\" Her substantial expertise is in email/SMS lifecycle marketing, which does not transfer to producing website graphics, sales collateral, and landing page design. Partial credit for eCommerce industry relevance, email template building (light execution overlap), and Photoshop/Canva familiarity keeps the score off the floor, but she is the wrong discipline for this role.",
"evidence_snippets": [
"roles: Email Marketer",
"skills: ... Graphic design (basic) ...",
"I'm a seasoned email and SMS marketing consultant with 10+ years of experience",
"Template development (HTML/CSS); Template development (drag and drop)",
"Design tools (Photoshop, Canva, etc)",
"Year-over-year email revenue increased by 359%",
"I'm a seasoned email and SMS marketing consultant with 10+ years of experience... I specialize in lifecycle strategy, deliverability optimization, ESP migrations, and building high-performing email, SMS, and push notification programs from the ground up.",
"Skills list only shows \"Graphic design (basic)\"; primary role is \"Email Marketer\" / \"Lifecycle Marketer\"."
],
"three_rs": {
"role_fit": "Wrong discipline: email/SMS lifecycle marketer, not a marketing graphic designer.",
"readiness": "Active and available, but lacks the core design capability the role requires.",
"risk": "High risk — only 'basic' graphic design; cannot reliably produce production-ready marketing assets across web/sales/email/collateral."
},
"match_reasons": [
{
"reason": "eCommerce/DTC industry background aligns with company's client base",
"evidence": "Industries: Ecommerce; \"ecommerce and retail band merchandise store\""
},
{
"reason": "Email/newsletter familiarity offers minor overlap with newsletter design need",
"evidence": "\"Copywriting (long form / newsletter)\"; \"Klaviyo email campaign builds\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAIL — candidate's only design skill is 'Graphic design (basic)'; her role and entire work history is email/SMS lifecycle marketing, not marketing asset production.",
"req-002 (Versatile across formats: web, sales, email, collateral): FAIL — no evidence of producing website graphics, sales collateral, landing page design, or onboarding materials; work is limited to email template/campaign execution."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "andy51990_at_aol_com",
"email": "andy51990@aol.com",
"name": "Andrew Plonskier",
"score": 29,
"passes_all_hard": false,
"summary": "Andrew is a versatile digital/content marketer and analyst with 12+ years across e-commerce, SEO, paid media, email, and reporting. However, this role is specifically for an execution-focused marketing graphic designer producing production-ready visual assets across web, sales collateral, landing pages, and newsletters. His profile shows no evidence of graphic design as a craft (no design software beyond Canva, no design portfolio, no asset production examples). He fails both HARD requirements, which are visual design skills, not content or analytics.",
"synthesis_quote": "I am a versatile digital marketer with over 12 years of experience... My expertise spans e-commerce marketing, CRO, paid advertising, SEO, content marketing, CMS management, budgeting, and email marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Skills list is content/analytics: Copywriting, Editing, Content strategy, SEO fundamentals, Website content; tools are Canva, Google Analytics, HubSpot, Squarespace, Wordpress.",
"rationale": "The two HARD requirements are marketing graphic design (asset production) and visual versatility across formats. Andrew's profile is entirely content marketing, SEO, paid media, and analytics. Canva is the only design-adjacent tool and no design deliverables are shown. Both HARD requirements fail."
},
"functional_expertise": {
"score": 12,
"weight": 20,
"evidence": "roles: Marketing Analyst, Content Marketer; skills center on copywriting, content strategy, reporting, ad copy.",
"rationale": "Deep functional expertise exists but in content/analytics/paid media, not graphic design. The core function requested (visual asset production) has essentially no supporting evidence."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: Ecommerce, Marketing Agencies, Marketplaces; work at Shoes For Crews (e-commerce), Premier Direct (used Amazon Seller Central).",
"rationale": "Solid e-commerce and agency-adjacent industry exposure, and even Amazon Seller Central experience, which is relevant to the company context. But industry fit cannot compensate for the missing design function."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "Wrote 80+ website blog articles; overhauled content & SEO of company's website; built automated reporting dashboards.",
"rationale": "He is clearly a hands-on operator, but the hands-on work is writing, SEO, CMS, and analytics — not designing/shipping visual marketing assets. Hands-on execution of the required work type is absent."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "guides the strategy and implementation of monthly and annual paid media budgets; translated insights into actionable growth strategies.",
"rationale": "Demonstrates marketing judgment and prioritization, but this role wants a production executor, not strategic advisory; strategy strength is only weakly relevant here."
},
"tool_platform_fit": {
"score": 25,
"weight": 8,
"evidence": "tools: Canva, Squarespace, Wordpress, Google Analytics, HubSpot.",
"rationale": "Canva is the only design tool and is a basic one; no Adobe Creative Suite (Photoshop, Illustrator, InDesign, Figma) or email design/ESP tooling that a marketing designer role implies. CMS/analytics tools are off-target for design production."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "Increased conversions and sessions YoY... by 75% and 37%; A/B testing insights to increase newsletter signups by 20%; built centralized automated dashboards.",
"rationale": "Strong measurement and optimization background, including A/B testing and KPI ownership, but this is not the primary weighted driver for a production designer role."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "has_availability: true; preferred_hourly_pay_rate: $60/hr; location Florida (US timezone).",
"rationale": "Available, US-based, and $60/hr is within a plausible retainer band. Fit is fine on paper, but he currently holds a full-time onsite Digital Marketing Manager role which may limit ongoing retainer capacity."
}
},
"final_score_rationale": "The dominant driver is the failure of both HARD requirements: this is a marketing graphic designer role requiring visual asset production across web, sales, email, and collateral, and Andrew's profile shows no graphic design craft — no Adobe/Figma tooling, no design portfolio, and no examples of producing visual assets. His genuine strengths in content marketing, SEO, paid media analytics, and email campaign performance are strong but in a different lane and cannot be transferred to satisfy design requirements. E-commerce/agency industry relevance and measurement skills provide modest lift, but with hard_requirements_fit and functional_expertise (the two heaviest dimensions) both very low, the overall score is low. Recommend not shortlisting for this design role.",
"evidence_snippets": [
"My expertise spans e-commerce marketing, CRO, paid advertising, SEO, content marketing, CMS management, budgeting, and email marketing.",
"roles: Marketing Analyst, Content Marketer",
"tools: Canva, Google Analytics, HubSpot, Squarespace, Wordpress",
"Wrote 80+ website blog articles that led to a third of all site traffic landing on these pages",
"Integrated Looker with HubSpot and built a centralized, automated dashboard",
"used Amazon Seller Central to create product listings and run PPC campaigns",
"I am a versatile digital marketer with over 12 years of experience... My expertise spans e-commerce marketing, CRO, paid advertising, SEO, content marketing, CMS management, budgeting, and email marketing.",
"Skills list is content/analytics: Copywriting, Editing, Content strategy, SEO fundamentals, Website content; tools are Canva, Google Analytics, HubSpot, Squarespace, Wordpress."
],
"three_rs": {
"reject": "Fails both HARD design requirements — no evidence of marketing graphic design or visual asset production; profile is content/analytics/paid media.",
"revise": "If evaluating for a content marketing or marketing analyst role instead, he would score well; his SEO, email, and reporting background is genuinely strong.",
"reinforce": "Real e-commerce and Amazon Seller Central exposure plus measurable results could be an asset for a different content/growth engagement, not this designer role."
},
"match_reasons": [
{
"reason": "E-commerce and marketing agency industry exposure relevant to company context",
"evidence": "industries: Ecommerce, Marketing Agencies, Marketplaces; Shoes For Crews e-commerce work"
},
{
"reason": "Newsletter/email marketing experience (though copy/strategy, not design)",
"evidence": "email open rate increased from 17.1% to 23.2%, and the conversion rate nearly doubled"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of graphic design or production-ready visual asset creation; profile is content marketing, SEO, paid media, and analytics. Only design-adjacent tool is Canva.",
"req-002 (Versatile across formats — web, sales, email, collateral visual design): No portfolio or examples of designing website graphics, sales collateral, landing page visuals, or newsletter design; contributions are copywriting, SEO content, and CMS/analytics work, not visual design."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "j_kolina2619_at_gmail_com",
"email": "j.kolina2619@gmail.com",
"name": "Jami Gonzalez",
"score": 37,
"passes_all_hard": false,
"summary": "Jami is an experienced lifecycle/email marketer with 7+ years across CRM, deliverability, and email template work, but this role calls for an execution-focused marketing graphic designer producing versatile assets across web, sales collateral, landing pages, newsletters, and onboarding materials. Her only design credential is \"Graphic design (basic)\" plus Photoshop/Canva as tools — insufficient for a dedicated graphic designer retainer. She fails both HARD requirements for marketing asset production and versatile multi-format design execution.",
"synthesis_quote": "I'm a Lifecycle Marketing Manager with 7+ years of experience driving engagement, retention, and revenue through multi-channel campaigns.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Skills list shows only \"Graphic design (basic)\"; primary role is \"Email Marketer\" / \"Lifecycle Marketing Manager.\"",
"rationale": "The HARD requirements demand a versatile execution-focused graphic designer producing marketing assets across many formats. Jami is an email/lifecycle marketer whose only design skill is explicitly labeled 'basic.' No evidence of producing website graphics, sales collateral, landing pages, or design-led deliverables. Both HARD reqs fail."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "\"Graphic design (basic)\"; \"Partnered with brand design to build email templates via Figma.\"",
"rationale": "Core function is graphic design. She built email templates and partnered with brand design, but that is template assembly and collaboration, not versatile marketing graphic design. Depth in design is minimal."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "Industries include \"Ecommerce,\" \"Marketing Agencies,\" \"Marketplaces\"; tools include Shopify, Klaviyo.",
"rationale": "She has relevant DTC/eCommerce and agency exposure, which matches the company's context, but this is not tied to design deliverables."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "\"build email templates via Figma\"; \"testing, coding, QA\"; \"Executed ~1M B2C sends in SFMC.\"",
"rationale": "She is clearly hands-on, but on email execution — not design production. Some transferable template/HTML-CSS building, but not the graphic asset production this role needs."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "\"I design full-funnel strategies that blend automation, personalization, and data-driven insights.\"",
"rationale": "Strong lifecycle strategy judgment, but the role is execution-focused design; strategic marketing judgment only partially transfers to asset production prioritization."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools: \"Design tools (Photoshop, Canva, etc)\"; also Figma referenced in work history.",
"rationale": "Owns Photoshop/Canva/Figma at some level, which are relevant design tools, but usage appears email-template oriented rather than full graphic design production."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"A/B testing,\" \"Email marketing analytics,\" \"500 sign-ups (5% first-email conversion rate).\"",
"rationale": "Strong measurement instincts in email, though this role weights design output over optimization; some transferable rigor."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $60/hr.",
"rationale": "Active and available, and $60/hr is compatible with a $5-7k/month retainer. Fits soft availability/budget preferences."
}
},
"final_score_rationale": "The dominant driver is failure of both HARD requirements: this is a dedicated marketing graphic designer role, and Jami's only design competency is self-classified as \"basic,\" with a career centered on email/lifecycle marketing. There is no evidence of producing website graphics, sales collateral, landing pages, or versatile multi-format design assets, so hard_requirements_fit and functional_expertise are low. She scores partial credit on availability, budget fit, and eCommerce/agency industry relevance, and has some transferable template/HTML execution, but none of it substitutes for design production capability. Strong email strengths are not transferred because they are not this role's required lane.",
"evidence_snippets": [
"\"Graphic design (basic)\" listed under skills",
"roles: \"Email Marketer\"",
"\"I'm a Lifecycle Marketing Manager with 7+ years of experience...\"",
"\"Partnered with brand design to build email templates via Figma\"",
"Tools: \"Design tools (Photoshop, Canva, etc)\"",
"\"Executed ~1M B2C sends in SFMC using Contact Builder, Data Extensions & CSV-driven dynamic personalization\"",
"I'm a Lifecycle Marketing Manager with 7+ years of experience driving engagement, retention, and revenue through multi-channel campaigns.",
"Skills list shows only \"Graphic design (basic)\"; primary role is \"Email Marketer\" / \"Lifecycle Marketing Manager.\""
],
"three_rs": {
"reject_reason": "Email/lifecycle marketer with only 'basic' graphic design; fails HARD design-production and versatility requirements for a dedicated graphic designer role.",
"redirect": "Better fit for email marketing / lifecycle / CRM roles requiring newsletter and template work.",
"reconsider_if": "Provide a design portfolio demonstrating versatile marketing assets (web graphics, sales collateral, landing pages) produced end-to-end in Figma/Photoshop."
},
"match_reasons": [
{
"reason": "eCommerce and agency industry exposure",
"evidence": "Industries include \"Ecommerce,\" \"Marketing Agencies,\" \"Marketplaces\""
},
{
"reason": "Available and within budget",
"evidence": "has_availability: true; $60/hr"
},
{
"reason": "Some email template/HTML build experience",
"evidence": "\"Template development (HTML/CSS)\"; \"build email templates via Figma\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design asset production): Candidate's only design credential is 'Graphic design (basic)'; her role and history are email/lifecycle marketing, with no evidence of producing ongoing marketing design assets.",
"req-002 (Versatile across web, sales, email, collateral): No evidence of website graphics, sales collateral, or landing page design. Only email template work is shown, which does not demonstrate multi-format graphic design versatility."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ianpjacobs_at_gmail_com",
"email": "ianpjacobs@gmail.com",
"name": "Ian Jacobs, MBA",
"score": 29,
"passes_all_hard": false,
"summary": "Ian is a content marketing and brand strategy professional, not a marketing graphic designer. This role requires an execution-focused graphic designer producing ongoing marketing assets (website graphics, sales collateral, landing pages, newsletters, onboarding materials) across formats. Ian's profile is dominated by content strategy, copywriting, email/blog writing, and brand messaging — including senior advisory roles at pharma agencies. He lists Canva and Photoshop as tools, but there is no evidence he personally designs and ships marketing visual assets. He fails both HARD requirements (marketing graphic design production; versatility across visual formats), so passes_all_hard is false.",
"synthesis_quote": "MBA-trained strategic marketing professional specializing in AI workflows, customer outreach, business and brand development, and strategic storytelling",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Roles: 'Content Marketer'; skills center on 'Copywriting', 'Content strategy', 'Brand voice strategy'; tools list 'Canva, Photoshop' with no design output evidence",
"rationale": "The two HARD requirements are marketing graphic design asset production and versatility across visual formats. Ian is a content marketer/strategist; no evidence of producing design assets. Photoshop/Canva are listed as tools but there is zero portfolio or work-history proof of visual design deliverables. Fails both hard requirements."
},
"functional_expertise": {
"score": 12,
"weight": 20,
"evidence": "Skills: 'Copywriting', 'Content strategy', 'Editing', 'SEO fundamentals'; no design-specific skills like layout, typography, visual systems",
"rationale": "Core function requested is graphic/visual design. Ian's functional depth is in content/copy/strategy, not design. Minimal transferable design expertise shown."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Industries include 'Ecommerce', 'Marketing Agencies'; audiences 'Businesses (B2B)', 'Consumers (B2C)'",
"rationale": "Has agency and eCommerce industry exposure, which is a nice-to-have (req-006). However, this is mostly content/pharma agency work rather than DTC design. Partial relevance only."
},
"hands_on_execution": {
"score": 25,
"weight": 15,
"evidence": "'created and executed an email marketing lead generation strategy'; 'Developed high-performing copy'; recent roles 'lead brand strategy and planning', 'define brand positioning'",
"rationale": "Ian is hands-on with content and email copy, but the role needs a hands-on visual asset producer. Senior/director/strategist roles skew advisory. No evidence of personally building/shipping design assets."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "'lead brand strategy and planning for major pharmaceutical clients'; 'Director of Content Strategy'; 'translate insights into experiences'",
"rationale": "Strong strategic and brand judgment, but this role is execution-focused design, not strategy leadership. Strategy strength is real but only partially relevant."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "Tools: 'Canva, Photoshop, Webflow, Squarespace, Wordpress'; also 'HubSpot, Ahrefs, SEMRush'",
"rationale": "Lists Canva and Photoshop plus web CMS tools, which touch design-adjacent workflows. But most tools are SEO/content/analytics oriented. No design-suite depth (e.g., Illustrator, Figma, InDesign) demonstrated in practice."
},
"measurement_optimization": {
"score": 45,
"weight": 6,
"evidence": "Skills: 'Content analytics & tracking'; 'driving measurable increases in organic traffic'; tools 'Google Analytics'",
"rationale": "Has content measurement experience, but this dimension matters less for a production design role and the measurement is content/traffic-focused, not design performance."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $150/hr",
"rationale": "Active and available, which supports fast start (req-007). However $150/hr implies roughly $24k+/month at full-time load, well above the $5-7k/month retainer target for a designer; rate/level mismatch."
}
},
"final_score_rationale": "The overwhelming driver is a role-lane mismatch: this is an execution-focused marketing graphic designer retainer, and Ian is a content marketer/brand strategist. He fails both HARD requirements (req-001 marketing graphic design asset production; req-002 versatility across visual formats) because his profile shows no evidence of designing and shipping visual assets — only content strategy, copywriting, and email/blog work. Listing Canva and Photoshop as tools is not proof of design production. Small credit for agency/eCommerce industry exposure and strong strategic judgment, but per instructions those non-design strengths are not transferable to this role. His $150/hr preference also sits well above the $5-7k/month designer retainer. passes_all_hard is false.",
"evidence_snippets": [
"Roles: Content Marketer",
"MBA-trained strategic marketing professional specializing in AI workflows, customer outreach, business and brand development, and strategic storytelling",
"Skills: Copywriting, Content strategy, Brand voice strategy, Editing, SEO fundamentals",
"Senior Strategist at Havas Health — 'lead brand strategy and planning for major pharmaceutical clients'",
"Tools: Canva, Photoshop, Webflow, Squarespace, Wordpress",
"preferred_hourly_pay_rate: $150/hr",
"Roles: 'Content Marketer'; skills center on 'Copywriting', 'Content strategy', 'Brand voice strategy'; tools list 'Canva, Photoshop' with no design output evidence",
"Skills: 'Copywriting', 'Content strategy', 'Editing', 'SEO fundamentals'; no design-specific skills like layout, typography, visual systems"
],
"three_rs": {
"role_fit": "Poor. Role is an execution-focused marketing graphic designer; candidate is a content marketer/strategist with no demonstrated design asset production.",
"readiness": "Active and available for a fast start, but not ready for the actual design deliverables the role requires.",
"rate": "$150/hr preference is materially above the $5-7k/month designer retainer band, implying a level/budget mismatch."
},
"match_reasons": [
{
"reason": "Has marketing-agency and eCommerce industry exposure (nice-to-have)",
"evidence": "Industries: 'Ecommerce', 'Marketing Agencies'"
},
{
"reason": "Lists design-adjacent tools",
"evidence": "Tools: 'Canva, Photoshop'"
},
{
"reason": "Email/newsletter familiarity from content side",
"evidence": "Skills: 'Long form - Email Newsletters'; 'Email Marketing Outreach Coordinator'"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design asset production): No evidence of producing marketing design/visual assets. Profile role is 'Content Marketer' with skills in copywriting, content strategy, and editing — not graphic design.",
"req-002 (Versatile across visual formats): No demonstrated design work across website graphics, sales collateral, landing pages, newsletters, or onboarding materials. Canva/Photoshop are listed as tools but with no design output evidence."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jackie_at_emailbeam_co",
"email": "jackie@emailbeam.co",
"name": "Jackie Ayala",
"score": 43,
"passes_all_hard": false,
"summary": "Jackie is a seasoned email/lifecycle marketing strategist (10+ years, Klaviyo, ecommerce and agency clients) but she is not a marketing graphic designer. Her only design credential is \"Graphic design (basic)\" and generic design tools (Photoshop, Canva). The role needs an execution-focused, versatile marketing graphic designer producing web, sales collateral, landing page, and newsletter assets on an ongoing retainer. She fails both HARD design-production requirements.",
"synthesis_quote": "I help mission-driven businesses generate repeat revenue through high-converting email marketing strategies... over 10 years of experience in email marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Skills list shows only 'Graphic design (basic)'; primary role is 'Email Marketer'.",
"rationale": "Both HARD requirements demand an execution-focused, versatile marketing graphic designer producing web/sales/email/collateral assets. Jackie's design capability is self-labeled 'basic' and she has no portfolio of production-ready graphic design work. She fails req-001 and req-002."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "'served as a strategist, copywriter, designer, and developer' for email; 'Graphic design (basic)'.",
"rationale": "The core function here is graphic design asset production, not email strategy. Her design work is limited to email template design within Klaviyo; no evidence of versatile marketing graphic design across formats. Only weak, adjacent proof."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries: Ecommerce, Marketing Agencies; clients incl. Pop & Bottle, Iconic Protein; 'Australian marketing agency' work.",
"rationale": "Strong DTC/ecommerce and agency exposure, matching the preferred agency/DTC background (req-006). This is the one dimension where she genuinely fits."
},
"hands_on_execution": {
"score": 55,
"weight": 15,
"evidence": "'wrote campaign copy, managed Klaviyo implementation, and delivered performance reporting'; 'Built a full-funnel email ecosystem from the ground up'.",
"rationale": "She is clearly a hands-on operator, but hands-on in email execution, not graphic design production. Execution muscle exists but in the wrong lane for this role."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "'conducting email audits to pinpoint revenue losses'; 'continuous data analysis to inform adjustments and optimizations'.",
"rationale": "Good diagnostic and prioritization judgment for email programs. Not design judgment, but transferable planning skill is evident."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Tools: 'Design tools (Photoshop, Canva, etc)', Klaviyo, Shopify, Mailchimp.",
"rationale": "Photoshop/Canva are relevant design tools but listed generically. No mention of Figma, Illustrator, InDesign, or a design system workflow expected of a marketing designer. Tools skew to ESP/CRM."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "'421% increase in conversions'; 'A/B testing and performance reporting'; 'monitored KPIs such as click-per-unique open rate'.",
"rationale": "Excellent measurement rigor, though centered on email performance rather than design/asset optimization. Partial relevance."
},
"availability_budget_fit": {
"score": 75,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $50/hr; Long Beach, CA (US timezone).",
"rationale": "Active and available, US-based for fast start; $50/hr aligns comfortably within the $5-7K/month retainer budget."
}
},
"final_score_rationale": "The dominant driver is a HARD-requirement failure: this role needs a versatile, execution-focused marketing graphic designer producing web, sales, landing page, and newsletter assets, and Jackie's design capability is explicitly 'basic.' Her deep strength is email/lifecycle marketing strategy—an adjacent but different lane that the rubric instructs not to transfer. She scores well on industry relevance (DTC/agency ecommerce), measurement, and availability, but these cannot offset the core mismatch on the two HARD design-production requirements. Net: a strong email marketer, wrong role.",
"evidence_snippets": [
"roles: Email Marketer",
"Graphic design (basic)",
"served as a strategist, copywriter, designer, and developer",
"led end-to-end email marketing strategy and execution for a roster of ecommerce clients including Pop & Bottle, Iconic Protein",
"over 10 years of experience in email marketing",
"Design tools (Photoshop, Canva, etc)",
"I help mission-driven businesses generate repeat revenue through high-converting email marketing strategies... over 10 years of experience in email marketing.",
"Skills list shows only 'Graphic design (basic)'; primary role is 'Email Marketer'."
],
"three_rs": {
"reach": "B2C ecommerce and marketing-agency audiences via email/SMS owned channels.",
"resonance": "Strong at conversion-focused email copy and lifecycle relationship-building, not visual/graphic asset creation.",
"reaction": "Drives measurable email revenue lifts (e.g., 421% conversion increase), but not design deliverables."
},
"match_reasons": [
{
"reason": "DTC/ecommerce and agency industry fit",
"evidence": "Industries: Ecommerce, Marketing Agencies; clients Pop & Bottle, Iconic Protein, Atoria's."
},
{
"reason": "Available and budget-compatible for fast start",
"evidence": "status active, has_availability true, $50/hr, US-based Long Beach."
}
],
"hard_fail_reasons": [
"req-001 fails: role requires an execution-focused marketing graphic designer producing ongoing production-ready assets; candidate's design skill is self-labeled 'Graphic design (basic)' with no graphic design portfolio—her core is email marketing.",
"req-002 fails: role requires versatility across website graphics, sales collateral, landing pages, and newsletters/email as a designer; candidate shows no evidence of designing these formats beyond email templates within Klaviyo."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "mjg0614_at_gmail_com",
"email": "mjg0614@gmail.com",
"name": "Meredith Goldberg",
"score": 33,
"passes_all_hard": false,
"summary": "Meredith is a seasoned content marketer and copywriter with 20+ years in hospitality, travel, and DTC content strategy, but she is not a marketing graphic designer. The role requires an execution-focused designer producing web, sales, email, and collateral assets across formats. Her profile is dominated by SEO content, copywriting, editing, and marketing strategy, with only incidental \"light design\" mentions and generalist tools (Canva, Photoshop). She fails the two HARD requirements: production-grade marketing graphic design and versatile cross-format asset production. She is a strong candidate for a different lane (content/copy), not for this graphic design role.",
"synthesis_quote": "As a versatile copywriter, content creator and editor... with a focus in SEO-optimized blog content, dynamic social media planning, web copy and brand evolution.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 18,
"weight": 25,
"evidence": "Skills list is content-centric: 'Copywriting, Content strategy, Editing, Long form - Blog / Website'; only 'light design using Adobe' appears, plus Canva/Photoshop as tools.",
"rationale": "HARD req-001 (marketing graphic design/asset production) and req-002 (versatile across web/sales/email/collateral design) are not met. She is a content marketer, not a production designer. The only design signal is 'light design' on real estate direct mail. Fails both hard requirements."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "'content ideation... crafting demand generation programs... SEO-optimized blog content, web copy and brand evolution.'",
"rationale": "Deep functional expertise exists, but in content/copy, not graphic design. The core function requested (marketing asset design) is essentially absent, so functional expertise for THIS role is weak."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Industries include 'Marketing Agencies'; DTC/eCommerce-adjacent brands like 'SBLA Cosmetics, O Boticário, Olox Nutrition'; product prices $100-$1000+.",
"rationale": "Some agency and premium DTC/beauty exposure is relevant to the brief's nice-to-haves, but her role there was content, not design. Partial credit for industry context, not design relevance."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "'content copywriting & uploading to Strapi', 'Concepting real estate direct mail campaigns, copywriting, light design using Adobe'.",
"rationale": "She is clearly a hands-on operator, but of content/copy, not of design assets. Only 'light design' hands-on evidence for the design work this role needs."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "'Marketing & comms director... marketing strategy, paid media', 'build out a content strategy... distribute across a variety of channels'.",
"rationale": "Strong marketing strategy and brand judgment, but this role is execution-focused design production, not strategy. Moderate transferable judgment on brand voice/consistency."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "Tools: 'Canva, Photoshop, Squarespace, Wordpress'; also 'Figma' and 'Adobe' mentioned in project notes.",
"rationale": "Has some design-adjacent tools (Canva, Photoshop, Figma), but no evidence of deep design production workflow (e.g., Illustrator, InDesign, systematic asset production). Partial fit."
},
"measurement_optimization": {
"score": 45,
"weight": 6,
"evidence": "'email (A/B testing)', 'reviewing existing site copy for SEO alignment... optimize content for search engines', 'Google Analytics'.",
"rationale": "Solid measurement instinct on content/SEO/email, but not tied to design asset performance. Moderate but off-lane."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "'has_availability: true'; 'preferred_hourly_pay_rate: $65/hr'; brought in for 'tight 30 day turnaround... completed on time with little guidance'.",
"rationale": "Available and self-directed with fast turnarounds; $65/hr is within reach of the $5-7k/month retainer. Good soft fit on availability and budget."
}
},
"final_score_rationale": "The dominant driver is a HARD requirement failure: this role needs an execution-focused marketing graphic designer producing versatile assets across web, sales, email, and collateral. Meredith's profile is overwhelmingly content marketing, copywriting, editing, and marketing strategy. Her only design evidence is 'light design' on real estate direct mail and generalist tools (Canva, Photoshop, Figma). Under the rubric, off-lane content strength is not transferable to a design production requirement, so functional_expertise and hands_on_execution score low despite genuine depth. She earns partial credit for agency/DTC industry exposure, some design-adjacent tools, and strong availability/self-direction, but these cannot offset the failed hard design requirements.",
"evidence_snippets": [
"As a versatile copywriter, content creator and editor, I have experience in a variety of industries including travel, beauty, fragrances, proptech and wellness with a focus in SEO-optimized blog content",
"Concepting real estate direct mail campaigns, copywriting, light design using Adobe",
"skills: Copywriting, Content strategy, Editing, Long form - Blog / Website, Website content",
"tools: Canva, Google Analytics, Photoshop, Squarespace, Wordpress",
"content copywriting & uploading to Strapi, aligning content with brand voice. Tools used: Asana, Figma, Google Docs",
"roles: Content Marketer",
"As a versatile copywriter, content creator and editor... with a focus in SEO-optimized blog content, dynamic social media planning, web copy and brand evolution.",
"Skills list is content-centric: 'Copywriting, Content strategy, Editing, Long form - Blog / Website'; only 'light design using Adobe' appears, plus Canva/Photoshop as tools."
],
"three_rs": {
"role_fit": "Poor fit. Classified as a Content Marketer; this is a graphic design production role. Core design HARD requirements unmet.",
"readiness": "Available now, self-directed, proven fast turnarounds and light onboarding — but ready for content work, not design production.",
"relevance": "Some relevant agency/DTC/premium brand exposure and design-adjacent tools, but experience is in content/copy/strategy, not marketing asset design."
},
"match_reasons": [
{
"reason": "Self-directed fast executor with light onboarding",
"evidence": "'brought in with a tight 30 day turnaround for web launch. Project was completed on time with little guidance from company contact'"
},
{
"reason": "Some agency and premium DTC/beauty industry exposure",
"evidence": "Industries: 'Marketing Agencies'; clients 'SBLA Cosmetics, O Boticário, Olox Nutrition'"
},
{
"reason": "Design-adjacent tools present",
"evidence": "Tools: 'Canva, Photoshop'; project note 'Figma'"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): Fails. Profile is a Content Marketer focused on copywriting, editing, SEO, and content strategy. No evidence of ongoing production-ready marketing graphic design; only 'light design' on real estate direct mail.",
"req-002 (Versatile across formats — web, sales, email, collateral design): Fails. No portfolio evidence of executing graphic design across website graphics, sales collateral, landing pages, or newsletter/email design; her cross-format work is content/copy, not design."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "mcasch_at_gmail_com",
"email": "mcasch@gmail.com",
"name": "Clara Asch",
"score": 31,
"passes_all_hard": false,
"summary": "Clara is an email marketing / marketing automation specialist with 10+ years in lifecycle campaigns, ESP implementation, and CRM management — not a marketing graphic designer. This role requires an execution-focused, versatile graphic designer producing web, sales collateral, landing page, newsletter, and onboarding assets. Clara's only design signal is \"Graphic design (basic)\" as a listed skill and Photoshop/Canva as tools, with no portfolio, no design deliverables, and no evidence of producing production-ready marketing assets across formats. She fails both HARD design requirements.",
"synthesis_quote": "Graphic design (basic)",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Skills list only: \"Graphic design (basic)\"; role: \"execution-focused, ongoing graphic designer... steady stream of production-ready assets.\"",
"rationale": "The two HARD requirements demand a versatile, execution-focused marketing graphic designer producing assets across formats. Clara self-rates graphic design as 'basic' and shows zero design production evidence in her work history, which is entirely email/automation/CRM. Both HARD reqs fail."
},
"functional_expertise": {
"score": 12,
"weight": 20,
"evidence": "\"Data-Driven | Lifecycle Marketing | Marketing Automation... 10+ years in marketing automation, lifecycle marketing, and demand generation.\"",
"rationale": "Deep expertise exists but in the wrong function (email/automation). The role's core function is graphic design asset production, where she has only a 'basic' self-rating and no examples of designing web graphics, collateral, or landing pages."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Industries: \"Ecommerce, Marketing Agencies\"; \"strength in the retail and e-commerce sectors\"; automotive luxury brands (BMW, Mercedes, Lexus).",
"rationale": "She has DTC/eCommerce and agency exposure, which is a nice-to-have here. But that relevance is for marketing generally, not for the design deliverables the role needs."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "\"designed and executed weekly email campaigns\"; \"Template development (drag and drop)\"; built Klaviyo flows from scratch.",
"rationale": "She is clearly a hands-on operator — but in email/CRM execution, not graphic design. Drag-and-drop email template work is the closest adjacency and is far short of producing versatile brand-consistent marketing design assets."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "\"strategic and analytical approach to marketing operations—building scalable automation, refining lifecycle communications.\"",
"rationale": "Strong marketing strategy and analytical judgment, but the role is execution design; strategic judgment here is only partly transferable and not the design judgment (visual/brand) the brief seeks."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Tools include \"Design tools (Photoshop, Canva, etc)\" alongside Klaviyo, HubSpot, Mailchimp, Shopify.",
"rationale": "She lists Photoshop/Canva, which are relevant design tools, but no evidence of proficiency or output. Most listed tools are ESP/CRM/analytics, not the design workflow (e.g., Figma, Adobe suite depth) implied by the role."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"$1M in attributable revenue,\" \"open rate of 34%, click rate of 2%,\" \"A/B testing, dynamic content, predictive targeting.\"",
"rationale": "Strong measurement/optimization discipline, but tied to email performance rather than design asset iteration. Partial credit as transferable rigor."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "\"has_availability: true\"; \"$60/hr\"; located in Vancouver (AMER-friendly timezone).",
"rationale": "Available and AMER timezone. $60/hr aligns with a $5-7k/month retainer at moderate hours. Fit is fine, though rate/role seniority is a soft factor."
}
},
"final_score_rationale": "The dominant driver is a failure of both HARD requirements: this is a graphic design asset-production role, and Clara is an email/marketing-automation specialist whose only design signal is a self-declared 'basic' skill and Photoshop/Canva in her tool list. No portfolio, no design deliverables, no evidence of producing versatile marketing assets across web/sales/email/collateral formats. Her genuine strengths — lifecycle email, ESP migration, CRM, A/B testing, $1M email-attributed revenue — are in a different lane and are not transferable to graphic production, so they are not rewarded. Small partial credit for eCommerce/agency industry exposure, adjacent drag-and-drop template work, and availability keeps the score off the floor, but this is a clear non-match.",
"evidence_snippets": [
"Skills: \"Graphic design (basic)\"",
"\"Data-Driven | Lifecycle Marketing | Marketing Automation\"",
"\"designed and executed weekly email campaigns... automated emails, including welcome messages, abandoned cart reminders\"",
"Tools: \"Design tools (Photoshop, Canva, etc)\"",
"\"$1 million in e-commerce revenue attributed to email marketing within 12 months\"",
"Roles: \"Marketing Automation, Email Marketer\"",
"Graphic design (basic)",
"Skills list only: \"Graphic design (basic)\"; role: \"execution-focused, ongoing graphic designer... steady stream of production-ready assets.\""
],
"three_rs": {
"role_fit": "Poor. The role needs an execution graphic designer; Clara is an email/automation marketer with only basic self-rated design skills.",
"readiness": "Available now, AMER timezone, $60/hr fits retainer economics — but not ready for the actual design work required.",
"risk": "High delivery risk: no evidence of producing production-ready marketing design assets across formats; would fail the core HARD requirements."
},
"match_reasons": [
{
"reason": "eCommerce and marketing agency industry exposure",
"evidence": "Industries: \"Ecommerce, Marketing Agencies\"; \"strength in the retail and e-commerce sectors\""
},
{
"reason": "Adjacent email template building (drag-and-drop)",
"evidence": "\"Template development (drag and drop)\""
},
{
"reason": "Available and rate-compatible",
"evidence": "\"has_availability: true\"; \"$60/hr\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production) fails: profile shows only 'Graphic design (basic)' as a listed skill with no examples of producing marketing design assets; entire work history is email/automation/CRM.",
"req-002 (Versatile across formats: web, sales, email, collateral) fails: no evidence of designing website graphics, sales collateral, landing pages, or onboarding materials; only email campaign execution is shown, and that is content/automation rather than design production."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "socialgirlgalina_at_gmail_com",
"email": "socialgirlgalina@gmail.com",
"name": "Galina Rodriguez",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is inactive.",
"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 inactive.",
"evidence_snippets": [
"---\n# Identity\nemail: \"socialgirlgalina@gmail.com\"\nname: Galina Rodriguez\nwebsite_url: \"galinarodriguez.com\"\nlocation: San Diego, California, US\npreferred_hourly_pay_rate: $65/hr\n\n# Status (live from Neon)\nstatus: inactive\nhas_availability: true\nonboarded_at: 2022-01-12\n\n# Classifications (live from"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"socialgirlgalina@gmail.com\"\nname: Galina Rodriguez\nwebsite_url: \"galinarodriguez.com\"\nlocation: San Diego, California, US\npreferred_hourly_pay_rate: $65/hr\n\n# Status (live from "
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is inactive."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is inactive."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "skernart_at_gmail_com",
"email": "skernart@gmail.com",
"name": "Stephen Kern",
"score": 71,
"passes_all_hard": true,
"summary": "Stephen is an experienced NYC-based designer with a decade of work centered on motion graphics, 3D animation, and paid social/paid media ad creative for brands like Amazon, Stash, Tinuiti, and Five Below. He clearly satisfies the two HARD requirements: he is an execution-focused graphic designer who produces high volumes of marketing assets, and he has worked across multiple formats. However, his core specialty is paid social/motion/video ad production rather than the specific marketing-asset lanes this role centers on (website graphics, sales collateral, landing pages, newsletters/email, onboarding materials). He shows strong brand-system and template work (Amazon L&D brand guidelines, PlusUp brand identity) which supports the brand-guide requirement, but there is little direct evidence of email/newsletter design or sales collateral. His $90/hr rate could exceed the retainer budget on a full-time basis but is plausibly workable at part-time retainer.",
"synthesis_quote": "I'm a NYC-based motion designer... I specialize in motion graphics, 3D animation, and visual storytelling, helping brands create engaging content that drives results.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 68,
"weight": 25,
"evidence": "Graphic Designer (Paid Social) roles at PlusUp, Stash, Tinuiti; 'Created 100s of custom assets' and 'Authored brand systems and various templates adopted org-wide' at Amazon.",
"rationale": "Clearly an execution-focused, high-volume asset producer (req-001) and works across static/motion/video formats (partial req-002). But the role's specific formats (website, sales collateral, landing pages, newsletters) are largely unaddressed; his versatility skews toward ad creative, not the marketing collateral spectrum."
},
"functional_expertise": {
"score": 70,
"weight": 20,
"evidence": "'Produced a high volume of paid ad creative... developed the brand's visual identity, including logo, color system, and brand deck'; a decade of design experience.",
"rationale": "Deep design craft and brand-system experience, but the depth is concentrated in paid social/motion ad production rather than the static marketing-asset production this role centers on."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include 'Ecommerce'; worked with Amazon, Walmart, Tinuiti (a marketing agency).",
"rationale": "Ecommerce experience and agency exposure (Tinuiti) align with the DTC/Amazon-agency nice-to-have (req-006), giving relevant industry context."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "'Generate hundreds of ad variations weekly'; 'Delivered on-brand, fast-turnaround creative under tight deadlines'; 'Built custom automated workflows in Weavy AI to scale creative output.'",
"rationale": "Strongly hands-on, high-volume executor who personally builds and ships assets fast — exactly the operator profile the role needs (req-004)."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "'Developed campaign angles'; 'Collaborated with strategists and creatives to refine messaging and maximize ROI.'",
"rationale": "Shows creative judgment and campaign angle development, though this is largely performance-ad strategy rather than marketing-system planning."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "'Utilized Adobe Creative Suite'; Spline 3D, Midjourney, Kling 3.0, Nano Banana, Weavy AI; managed DAM systems.",
"rationale": "Strong core design tools (Adobe CS) and DAM/brand-system tooling fit well; no explicit ESP/newsletter or landing-page tooling mentioned."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Drove a 33.33% click-to-deposit rate, 931% above average, with a 2.74 ROA'; '$45.58 cost per registration on a top-performing static ad.'",
"rationale": "Clear performance-metric orientation and creative iteration, though tied to paid ad KPIs rather than this role's internal marketing measurement."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $90/hr; location New York.",
"rationale": "Available and AMER timezone-friendly. $90/hr implies ~67 hrs/mo to stay within the $6k midpoint, so budget fit is workable only at part-time retainer scope."
}
},
"final_score_rationale": "Score is driven up by strong hands-on execution (high-volume, fast-turnaround asset production) and solid design tooling/brand-system experience, satisfying both HARD requirements at a baseline level. It is held back because his functional depth is concentrated in paid social / motion / video ad creative rather than this role's core lanes — website graphics, sales collateral, landing pages, and especially newsletters/email and onboarding materials, where evidence is thin or absent. Per the instruction not to transfer strength from a different lane, his considerable paid-social expertise only partially counts. Budget/rate is a mild soft concern at $90/hr against a $5-7k retainer.",
"evidence_snippets": [
"I specialize in motion graphics, 3D animation, and visual storytelling",
"Produced a high volume of paid ad creative... developed the brand's visual identity, including logo, color system, and brand deck",
"Authored brand systems and various templates adopted org-wide, unifying visual communication across L&D",
"Generate hundreds of ad variations weekly across static and video formats",
"Delivered on-brand, fast-turnaround creative under tight deadlines",
"preferred_hourly_pay_rate: $90/hr",
"I'm a NYC-based motion designer... I specialize in motion graphics, 3D animation, and visual storytelling, helping brands create engaging content that drives results.",
"Graphic Designer (Paid Social) roles at PlusUp, Stash, Tinuiti; 'Created 100s of custom assets' and 'Authored brand systems and various templates adopted org-wide' at Amazon."
],
"three_rs": {
"reach": "Ecommerce and agency (Tinuiti) audience exposure aligns with the Amazon-agency/DTC context, but his output audience is ad-viewers not internal marketing collateral consumers.",
"resonance": "Strong brand-consistency and visual-identity work (Amazon L&D brand systems, PlusUp identity) supports applying a brand style guide across assets.",
"results": "Demonstrated measurable creative performance (33% click-to-deposit, 2.74 ROA), though metrics are paid-ad focused rather than marketing-collateral outcomes."
},
"match_reasons": [
{
"reason": "Execution-focused, high-volume asset producer who ships fast",
"evidence": "Generate hundreds of ad variations weekly across static and video formats"
},
{
"reason": "Brand-system and style-guide application experience",
"evidence": "Authored brand systems and various templates adopted org-wide"
},
{
"reason": "Ecommerce and marketing-agency background",
"evidence": "Industries: Ecommerce; worked with Tinuiti"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kari_massoth_at_gmail_com",
"email": "kari.massoth@gmail.com",
"name": "Kari Massoth",
"score": 37,
"passes_all_hard": false,
"summary": "Kari is an experienced email/lifecycle marketer, not a marketing graphic designer. This role requires an execution-focused, versatile graphic designer producing production-ready assets across web, sales collateral, landing pages, and newsletters. Kari's design footprint is limited to \"Graphic design (basic)\" and email template building — she does not demonstrate the versatile, multi-format marketing design execution the role's HARD requirements demand. She fails both HARD requirements.",
"synthesis_quote": "Adept at seamlessly integrating technical expertise with strategic marketing initiatives... skilled in email marketing, digital campaign management.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "skills list shows only \"Graphic design (basic)\"; role is \"Email Marketer\"",
"rationale": "HARD req-001 (marketing graphic design asset production) and req-002 (versatility across web/sales/email/collateral) are not met. Only basic graphic design and email template building; no portfolio of web, sales collateral, or landing page design."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "\"Graphic design (basic)\"; \"Template development (HTML/CSS)\", \"Template development (drag and drop)\"",
"rationale": "Core function requested is graphic design. Kari's functional depth is in email marketing, not visual/graphic design. Basic design + email templates is weak/generic proof for a dedicated marketing graphic designer role."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries include Ecommerce; tools include Shopify, Klaviyo; DTC-adjacent brands (GerdLi, CellCore)",
"rationale": "Ecommerce/DTC background is relevant context (nice-to-have req-006), but this is marketing-channel relevance not design relevance. Moderate credit."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "\"built modular, ADA-compliant email templates\"; \"Updated a newsletter that aligned closely with their webpage and branding\"",
"rationale": "She is clearly hands-on, but hands-on in email execution, not graphic design production. Newsletter template work is the only tangent to the role's asset needs."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "\"Conducted a comprehensive audit... Redesigned lifecycle journeys to align with goals and behavioral insights\"",
"rationale": "Solid marketing strategy/judgment, but oriented to lifecycle/email planning rather than creative/design judgment. Limited relevance to a production-designer brief."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "\"Design tools (Photoshop, Canva, etc)\"; Klaviyo, Mailchimp, Litmus",
"rationale": "Lists Photoshop/Canva, which touches design tools, but the bulk of tooling is ESP/email/SMS. No Figma/Illustrator/InDesign or dedicated design workflow evidence."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "\"Email open rates increased by 8% by A/B testing the subject line\"; \"conversion rates 1.5% to 4%\"",
"rationale": "Strong measurement/optimization habits, but in email KPIs. Transferable mindset yet not design-specific measurement."
},
"availability_budget_fit": {
"score": 75,
"weight": 4,
"evidence": "status active; has_availability true; preferred rate $40/hr",
"rationale": "Available and $40/hr fits within the $5-7k/month retainer envelope. Availability/budget are soft and reasonable, but do not offset the skill mismatch."
}
},
"final_score_rationale": "The dominant driver is a fundamental function mismatch: this is a dedicated marketing graphic designer role, and Kari is an email/lifecycle marketer whose only design skill is self-described \"Graphic design (basic).\" Both HARD requirements (marketing graphic design asset production; versatility across web/sales/email/collateral) fail, capping hard_requirements_fit and functional_expertise. She earns partial credit for ecommerce/DTC relevance, newsletter/email template work, hands-on habits, and strong measurement instincts, plus good availability/budget fit — but none of these substitute for demonstrated multi-format graphic design production. Her genuine email-marketing strength is not transferred because it is a different lane than this brief requires.",
"evidence_snippets": [
"roles: Email Marketer",
"skills: ... Graphic design (basic)",
"tools: Design tools (Photoshop, Canva, etc)",
"built modular, ADA-compliant email templates",
"Updated a newsletter that aligned closely with their webpage and branding. This increased engagement by 3%",
"preferred_hourly_pay_rate: $40/hr",
"Adept at seamlessly integrating technical expertise with strategic marketing initiatives... skilled in email marketing, digital campaign management.",
"skills list shows only \"Graphic design (basic)\"; role is \"Email Marketer\""
],
"three_rs": {
"role_fit": "Poor fit — classified as an Email Marketer, not a graphic designer; role needs a versatile marketing asset production designer.",
"readiness": "Available and active, rate fits retainer budget, but not ready for the actual design scope.",
"risk": "High delivery risk: only basic graphic design skill and no evidence of web/sales/landing-page design portfolio; would struggle to produce production-ready multi-format assets self-directed."
},
"match_reasons": [
{
"reason": "Ecommerce/DTC marketing background relevant to agency's premium DTC clients",
"evidence": "industries: Ecommerce; clients GerdLi, CellCore Biosciences"
},
{
"reason": "Some newsletter/email design touchpoint",
"evidence": "\"Updated a newsletter that aligned closely with their webpage and branding\""
},
{
"reason": "Available with budget-compatible rate",
"evidence": "has_availability: true; $40/hr"
}
],
"hard_fail_reasons": [
"req-001 FAIL: No evidence of execution-focused marketing graphic design asset production; skill listed only as 'Graphic design (basic)' and primary role is Email Marketer.",
"req-002 FAIL: No demonstrated versatility across website graphics, sales collateral, and landing page design; design work limited to email/newsletter templates."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "amber_greviskes_at_gmail_com",
"email": "amber.greviskes@gmail.com",
"name": "Amber Greviskes",
"score": 20,
"passes_all_hard": false,
"summary": "Amber is a content marketer and copywriter, not a graphic designer. This role requires an execution-focused marketing graphic designer who produces production-ready visual assets (website graphics, sales collateral, landing pages, newsletter/email design, onboarding materials) and works within a brand style guide. Amber's profile shows content strategy, copywriting, editing, and long-form writing across health/wellness/media/nonprofit contexts, but zero evidence of graphic design skills, design tools (no Figma, Adobe Creative Suite, Photoshop, Illustrator, InDesign, Canva), or visual asset production. She fails both HARD requirements outright.",
"synthesis_quote": "Amber is a Chicago-based content marketer who focuses on fitness, health, and wellness.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 5,
"weight": 25,
"evidence": "roles: Content Marketer; skills: Copywriting, Editing, Content strategy, Long form - Blog / Website; tools: Google Analytics, Squarespace, Wordpress",
"rationale": "The two HARD requirements are marketing graphic design (asset production) and versatility across web/sales/email/collateral design. Amber's skills are entirely content/copy-oriented with no graphic design capability and no design tools. Both hard requirements are contradicted by the profile."
},
"functional_expertise": {
"score": 3,
"weight": 20,
"evidence": "skills: Content strategy, Copywriting, Editing, Topic research, Website content",
"rationale": "Core function requested is graphic design. Amber shows strong content-writing expertise but no design craft, layout, typography, or visual production evidence. Content strength does not transfer to a design role."
},
"industry_audience_relevance": {
"score": 40,
"weight": 12,
"evidence": "industries: Marketing Agencies, Media, Software & Tech; audiences: Businesses (B2B), Consumers (B2C)",
"rationale": "She has agency and B2B/B2C exposure (Maverick Lead Generation is a B2B marketing agency), which is loosely relevant to an agency environment, but no DTC/eCommerce Amazon brand design experience. Modest partial relevance only."
},
"hands_on_execution": {
"score": 20,
"weight": 15,
"evidence": "produced newsletters, targeted sales emails, social media content, and case studies; and maintained the organization's website",
"rationale": "She is clearly hands-on, but as a writer/content operator, not a design executor. She produced newsletter/sales copy and content, not designed visual assets. Not the execution the role needs."
},
"strategy_and_judgment": {
"score": 45,
"weight": 10,
"evidence": "Led strategy, marketing, execution, and reporting for major companies' global volunteer campaign; built and maintained the company's editorial calendar",
"rationale": "Demonstrates planning and campaign judgment on the content/marketing side, but not design/creative judgment relevant to asset production."
},
"tool_platform_fit": {
"score": 10,
"weight": 8,
"evidence": "tools: Google Analytics, Squarespace, Wordpress",
"rationale": "No design tools (Figma, Adobe CC, Photoshop, Illustrator, InDesign, Canva). CMS/analytics tools do not fit a graphic design production role."
},
"measurement_optimization": {
"score": 40,
"weight": 6,
"evidence": "skills: Content analytics & tracking; created impact reports; tools: Google Analytics",
"rationale": "Some reporting and analytics capability, but oriented to content performance rather than design/creative iteration."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "has_availability: true; preferred_hourly_pay_rate: $50/hr",
"rationale": "Active with availability and a modest rate that could fit the $5-7k/month band, but this is moot given the hard-requirement failures."
}
},
"final_score_rationale": "The dominant driver is that Amber fails both HARD requirements: she is a content marketer/copywriter with no graphic design skills, tools, or visual asset production evidence. Her profile lists writing, editing, content strategy, SEO, and CMS/analytics tools (Squarespace, Wordpress, Google Analytics) — none of which constitute graphic design. There is no mention of Adobe Creative Suite, Figma, Canva, layout, or visual design work. Modest partial credit for agency/B2B exposure and hands-on content execution, but content strength does not transfer to a design role. She is a clear mismatch.",
"evidence_snippets": [
"roles: Content Marketer",
"skills: Copywriting, Editing, Content strategy, Long form - Email Newsletters",
"tools: Google Analytics, Squarespace, Wordpress",
"Amber is a Chicago-based content marketer who focuses on fitness, health, and wellness.",
"produced newsletters, targeted sales emails, social media content, and case studies",
"roles: Content Marketer; skills: Copywriting, Editing, Content strategy, Long form - Blog / Website; tools: Google Analytics, Squarespace, Wordpress",
"skills: Content strategy, Copywriting, Editing, Topic research, Website content",
"industries: Marketing Agencies, Media, Software & Tech; audiences: Businesses (B2B), Consumers (B2C)"
],
"three_rs": {
"role_fit": "Mismatch — content marketer, not a graphic designer.",
"readiness": "Available and active, but not ready for a design production role.",
"risk": "High: no graphic design skills or design tools; would fail on day-one deliverables."
},
"match_reasons": [],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No graphic design skills or visual asset production in profile; skills are copywriting, editing, content strategy, SEO. No design tools listed.",
"req-002 (Versatile across formats - web/sales/email/collateral design): She writes newsletters and content but shows no evidence of designing these assets; no layout/visual design or design software (Adobe, Figma, Canva)."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dianevadino_at_gmail_com",
"email": "dianevadino@gmail.com",
"name": "Diane Vadino",
"score": 41,
"passes_all_hard": false,
"summary": "Diane is a highly accomplished content marketer, copywriter, and editor with a strong background in DTC/eCommerce and media brands. However, this role is for an execution-focused marketing graphic designer producing production-ready visual assets across web, sales collateral, email, and onboarding materials. Diane's profile is overwhelmingly copy/content-centric. While she lists \"Graphic design\" as a skill and Canva/Photoshop as tools, there is no concrete evidence of her personally producing marketing design assets — her design-adjacent work is described as \"collaborating\" with creative teams and \"contributing copy.\" She fails the two HARD design-production requirements.",
"synthesis_quote": "I'm an expert content strategist and marketer, dedicated to optimizing clients' conversion with AI- and human-generated copy.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Skills list includes \"Graphic design\" and tools \"Canva, Photoshop\"; but work history shows \"Collaborated with merchandising and creative team on accompanying imagery\" and \"collaborating with photographers... Approved all creative materials\" — not hands-on asset production.",
"rationale": "The two HARD requirements demand an execution-focused designer producing marketing assets across formats. Diane's self-described identity is a content strategist/copywriter. Design appears only as a listed skill with no portfolio of produced assets; her creative involvement is collaborative/editorial, not production. This fails req-001 and req-002."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "\"expert content strategist and marketer\"; skills dominated by Copywriting, Editing, Content strategy, Brand voice strategy.",
"rationale": "Deep functional expertise is in content/copy, not graphic design. The core function requested (marketing asset production/design) is not substantiated with specific design deliverables."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "\"Media Contour... premier Ecommerce CRO agency\"; industries include Ecommerce, Marketplaces; subindustries DTC, CPG.",
"rationale": "Strong agency and DTC/eCommerce exposure (req-006 PREFERRED) — genuinely relevant company context, though as a content person rather than designer."
},
"hands_on_execution": {
"score": 35,
"weight": 15,
"evidence": "\"Wrote copy across every marketing channel\"; \"co-conceptualized, produced and edited a half-dozen videos.\"",
"rationale": "Clearly hands-on as an operator, but on copy/content and video, not on design asset production. The execution the role needs (building design assets) is not demonstrated."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "\"Using a search-first strategy, my stories (10% of the story calendar) often accounted for >20% of the site's pageviews.\"",
"rationale": "Solid marketing/content strategy and editorial judgment, but this role is execution-focused design, so strategic content chops transfer only modestly."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "tools: \"Canva, Photoshop, Squarespace, Webflow, Wordpress.\"",
"rationale": "Lists relevant design/web tools (Canva, Photoshop, Webflow), which is partially encouraging, but no evidence of using them to produce marketing design deliverables."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "\"33% increase in conversion rate\"; \"$700K boost in annualized revenue and 10% lift in conversion\"; email list \"0 to 35,000 subscribers with 30% open rate.\"",
"rationale": "Strong quantified performance/CRO measurement mindset, though tied to copy/content rather than design iteration."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $50/hr.",
"rationale": "Available and active. $50/hr at retainer scale fits within the $5-7K/month band, so budget/availability align well."
}
},
"final_score_rationale": "The dominant driver is failure of the two HARD requirements: this is an execution-focused graphic design asset-production role, and Diane is fundamentally a content marketer/copywriter/editor. Her only design signals are a self-classified \"Graphic design\" skill and Canva/Photoshop in her toolset — with zero concrete design deliverables in a work history full of copy, editorial, and CRO wins. Her creative involvement is consistently described as collaboration with designers/creative teams, not production. Positives (relevant DTC/agency industry context, availability, budget fit, strong measurement instincts) cannot compensate for the missing core competency. Per instructions, her strong content/copy lane is not transferred to a design requirement it does not satisfy.",
"evidence_snippets": [
"I'm an expert content strategist and marketer, dedicated to optimizing clients' conversion with AI- and human-generated copy.",
"Collaborated with merchandising and creative team on accompanying imagery.",
"Collaborated with photographers and other creative team members on monthly sections. Approved all creative materials.",
"skills: Graphic design; tools: Canva, Photoshop, Webflow, Wordpress",
"Media Contour... premier Ecommerce CRO agency",
"Wrote copy across every marketing channel: features, blog posts, vendor bios, product lists, social copy, newsletter, email blast",
"Skills list includes \"Graphic design\" and tools \"Canva, Photoshop\"; but work history shows \"Collaborated with merchandising and creative team on accompanying imagery\" and \"collaborating with photographers... Approved all creative materials\" — not hands-on asset production.",
"\"expert content strategist and marketer\"; skills dominated by Copywriting, Editing, Content strategy, Brand voice strategy."
],
"three_rs": {
"role_fit": "Poor fit as a graphic designer; excellent fit as a content marketer/copywriter, which is a different role.",
"readiness": "Available and active, budget aligned, but not ready to fulfill the design production mandate.",
"risk": "High risk — no demonstrated portfolio of produced marketing design assets; likely cannot self-directly deliver production-ready visual assets."
},
"match_reasons": [
{
"reason": "Relevant agency and DTC/eCommerce industry background",
"evidence": "Media Contour... premier Ecommerce CRO agency; industries include Ecommerce, Marketplaces, DTC"
},
{
"reason": "Owns/uses relevant design and web tools",
"evidence": "tools: Canva, Photoshop, Squarespace, Webflow, Wordpress"
},
{
"reason": "Available with budget-compatible rate",
"evidence": "has_availability: true; preferred_hourly_pay_rate: $50/hr"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design/asset production): No concrete evidence of personally producing marketing design assets. Profile is self-described as \"content strategist and marketer\"; design appears only as a listed skill with no design deliverables.",
"req-002 (Versatile across formats — web, sales, email, collateral): Work history shows copywriting and editorial across channels and collaboration with designers, but no evidence of executing graphic design across website graphics, sales collateral, landing pages, or newsletter/email visual design."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "karenspaeder_at_gmail_com",
"email": "karenspaeder@gmail.com",
"name": "Karen Spaeder",
"score": 35,
"passes_all_hard": false,
"summary": "Karen Spaeder is an experienced content marketing and editorial leader (20+ years) specializing in SEO content, copywriting, and email marketing. However, this role requires an execution-focused marketing GRAPHIC DESIGNER able to produce a steady stream of production-ready visual assets across web, sales collateral, landing pages, and newsletters. Karen's design skill is self-classified as \"Graphic design (basic)\" with only Canva/Photoshop listed as design tools — she is fundamentally a writer/content strategist, not a production designer. She fails both HARD requirements.",
"synthesis_quote": "editorial and content strategy leader with 20+ years of experience helping brands grow through clear, SEO-driven content",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Skills list: \"Graphic design (basic)\"; roles: Content Marketer, Email Marketer",
"rationale": "The role's two HARD requirements are marketing graphic design asset production and versatility across web/sales/email/collateral design. Karen only lists 'Graphic design (basic)' and is classified as a Content/Email Marketer. No evidence of producing production-ready design assets. Both hard requirements fail."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "\"specializes in translating complex products... into content that drives traffic\"; \"Graphic design (basic)\"",
"rationale": "Deep functional expertise is in content/copywriting/editorial, NOT graphic design. Core design function is only 'basic', so functional expertise for THIS role is weak/near-absent."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: Ecommerce, Marketing Agencies, Marketplaces; \"SaaS, healthcare, technology, and marketing\"",
"rationale": "Has agency and eCommerce industry exposure (PREFERRED req-006), which is relevant, but as a content marketer rather than a designer serving those brands visually."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "\"Write and edit long-form articles\"; \"created email sequences, lead magnets such as e-books\"",
"rationale": "She is clearly hands-on — but as a writer/editor, not a visual asset producer. Hands-on design execution (the role's need) is not demonstrated beyond basic Canva/template work."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "\"builds scalable editorial systems\"; \"drives the internal content marketing strategy\"",
"rationale": "Strong content/editorial strategic judgment, but this is a lower-weight execution-focused design role and her judgment is not in visual/creative design."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "tools: \"Canva, Photoshop, Design tools (Photoshop, Canva, etc)\"; also Mailchimp, ActiveCampaign, WordPress",
"rationale": "Lists Photoshop and Canva plus ESP/CMS tools relevant to newsletters and web, but tool depth in design is unproven; she uses them at a basic level alongside content tools."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "\"A/B testing\", \"Email marketing analytics\", \"over 15,000 new users attributed to these efforts\"",
"rationale": "Solid measurement instincts (A/B testing, analytics, traffic metrics), but tied to content/email performance rather than design asset optimization."
},
"availability_budget_fit": {
"score": 85,
"weight": 4,
"evidence": "\"has_availability: true\"; \"preferred_hourly_pay_rate: $65/hr\"",
"rationale": "Active with availability; $65/hr is compatible with the $5-7k/month retainer budget. Good soft fit on availability and rate."
}
},
"final_score_rationale": "The dominant score driver is a hard-requirement failure: this role needs an execution-focused marketing graphic designer producing production-ready visual assets, but Karen's own profile classifies her graphic design as \"basic\" and her roles as Content Marketer / Email Marketer. Her genuine strengths — SEO content, copywriting, editorial strategy, email marketing — are in a different marketing lane and cannot be transferred to satisfy a visual production-design mandate. Positives that keep the score from bottoming out: agency/eCommerce industry exposure, newsletter/email familiarity, Photoshop/Canva listed, and good availability/budget fit. But with both HARD design requirements unmet, she cannot pass.",
"evidence_snippets": [
"\"Graphic design (basic)\" — skills list",
"roles: \"Content Marketer, Email Marketer\"",
"\"editorial and content strategy leader with 20+ years of experience helping brands grow through clear, SEO-driven content\"",
"tools: \"Canva, Photoshop, Design tools (Photoshop, Canva, etc)\"",
"\"created email sequences, lead magnets such as e-books, and website content\"",
"editorial and content strategy leader with 20+ years of experience helping brands grow through clear, SEO-driven content",
"Skills list: \"Graphic design (basic)\"; roles: Content Marketer, Email Marketer",
"\"specializes in translating complex products... into content that drives traffic\"; \"Graphic design (basic)\""
],
"three_rs": {
"role_fit": "Poor fit — she is a content/email marketer and writer, not a production graphic designer as the role requires.",
"readiness": "Active with availability and a fast start possible, but not ready to execute design work at the required level.",
"rate": "$65/hr fits within the $5-7k/month retainer budget."
},
"match_reasons": [
{
"reason": "Agency and eCommerce industry exposure (PREFERRED req-006)",
"evidence": "industries: \"Ecommerce, Marketing Agencies, Marketplaces\""
},
{
"reason": "Newsletter/email familiarity (PREFERRED req-008)",
"evidence": "\"email, newsletters and more\"; tools Mailchimp, ActiveCampaign, Constant Contact"
},
{
"reason": "Immediate availability and budget-compatible rate",
"evidence": "\"has_availability: true\"; \"$65/hr\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design asset production) FAILS: profile lists only 'Graphic design (basic)' and classifies her as Content/Email Marketer; no evidence of producing production-ready marketing design assets.",
"req-002 (Versatile across web/sales/email/collateral design) FAILS: no demonstrated design execution across these formats; her cross-format work is written content (copy, articles, email sequences), not visual design."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "myriam_at_mckcreatives_com",
"email": "myriam@mckcreatives.com",
"name": "Myriam Gibson",
"score": 43,
"passes_all_hard": false,
"summary": "Myriam is a strategic lifecycle/brand marketer and Fractional CMO, not a production graphic designer. The role requires an execution-focused designer who personally produces a steady stream of marketing assets across web, sales, email, and collateral formats. Her profile shows only \"Graphic design (basic)\" and explicitly \"Visual Brand management (not direct design)\" — she directs creative and manages brand books rather than personally designing assets. She fails both HARD requirements for hands-on marketing asset production and versatile design execution across formats.",
"synthesis_quote": "Visual Brand management (not direct design) / Graphic design (basic) / Directing brand book / guide / Led creative strat. across all marketing channels",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "\"Graphic design (basic)\"; \"Visual Brand management (not direct design)\"; \"Directing brand book / guide\"",
"rationale": "The two HARD requirements demand a hands-on graphic designer producing marketing assets across formats. Her self-classified skills explicitly say design is only basic and that her visual brand work is NOT direct design. She directs creative, not produces it. Both HARD requirements fail."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "\"Graphic design (basic)\"; \"Creative direction\"; strong lifecycle/email/brand strategy background",
"rationale": "Deep functional expertise, but in lifecycle/retention/brand strategy and email marketing — not graphic design production. Only basic design skill. The core function requested is production design, where she is weak."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "\"high-velocity DTC brands spanning beauty, fashion, and wellness\"; industries include Ecommerce, Marketing Agencies, Marketplaces",
"rationale": "Strong DTC/eCommerce and agency-adjacent experience matches the nice-to-have industry context (Amazon agency serving premium DTC brands). This is her strongest genuine fit dimension."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "\"Led creative strat. across all marketing channels\"; \"Oversaw creative strategy\"; \"Directing website rebrand\"",
"rationale": "She personally executes in email/lifecycle (coded HTML/CSS templates, Jira builds), but on the DESIGN axis she oversees and directs rather than personally producing assets. The role needs a design operator; her design execution is thin."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "\"translate business objectives into scalable marketing strategies\"; \"Repositioned brand and patient experience\"",
"rationale": "Excellent strategic judgment and brand positioning, but this is largely beyond the scope of an execution-focused production design retainer."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "\"Design tools (Photoshop, Canva, etc)\"; \"Figma is my preferred creative tool for asset management\"; Photoshop, Canva listed",
"rationale": "She uses Figma, Photoshop, and Canva, but framed around asset management, campaign reviews, and feedback workflows rather than hands-on design production. Partial tool fit."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "\"increasing referral rate from 1% to 3%\"; \"improved activation 35% and retention 25%\"; A/B testing, GA4",
"rationale": "Strong measurement and optimization track record, though concentrated in lifecycle/retention metrics rather than design/asset performance."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "\"$55/hr\"; status: onboarded; has_availability: true",
"rationale": "$55/hr at ~40hrs/wk exceeds the $6K midpoint, but part-time retainer could fit the $5-7K band; onboarded and available for a fast start."
}
},
"final_score_rationale": "The dominant driver is a failure of both HARD requirements: the role needs a hands-on production graphic designer versatile across web/sales/email/collateral, but Myriam's profile explicitly lists design as \"basic\" and her visual brand work as \"not direct design.\" She is a lifecycle/brand strategy leader and Fractional CMO who directs creative rather than producing assets. Her strong DTC/eCommerce industry relevance and strategic/measurement chops cannot transfer to this execution-focused design role. Because hard_requirements_fit and hands_on_execution (the highest-weighted design dimensions) are low, the composite score is low despite genuine strengths in an unrelated lane.",
"evidence_snippets": [
"\"Graphic design (basic)\"",
"\"Visual Brand management (not direct design)\"",
"\"Directing brand book / guide\" / \"Directing website rebrand\"",
"\"Figma is my preferred creative tool for asset management, campaign reviews, and cross-functional collaboration\"",
"\"Strategic marketing leader & Fractional CMO with 10+ years\"",
"\"Led creative strat. across all marketing channels\"",
"Visual Brand management (not direct design) / Graphic design (basic) / Directing brand book / guide / Led creative strat. across all marketing channels",
"\"Graphic design (basic)\"; \"Visual Brand management (not direct design)\"; \"Directing brand book / guide\""
],
"three_rs": {
"role_fit": "Poor fit — she is a lifecycle/brand strategy leader and Fractional CMO, not a hands-on production graphic designer.",
"readiness": "Onboarded and available, but not ready to execute the design production work this role requires.",
"risk": "High risk of mismatch: role needs an asset-producing design operator; she directs creative and self-rates design as basic, so day-to-day production output would likely fall short."
},
"match_reasons": [
{
"reason": "Relevant DTC/eCommerce and agency industry background",
"evidence": "\"high-velocity DTC brands spanning beauty, fashion, and wellness\""
},
{
"reason": "Familiar with core design tools (as management/review, not production)",
"evidence": "\"Design tools (Photoshop, Canva, etc)\"; \"Figma is my preferred creative tool for asset management\""
},
{
"reason": "Understands brand consistency and style guides at a directing level",
"evidence": "\"Directing brand book / guide\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Profile explicitly lists \"Graphic design (basic)\" and \"Visual Brand management (not direct design)\" — she directs creative and manages brand rather than personally producing marketing assets.",
"req-002 (Versatile across formats: web, sales, email, collateral): FAILS as a designer. She executes across channels strategically and in email/lifecycle, but there is no evidence she personally designs website graphics, sales collateral, landing pages, or onboarding materials; design work is described as oversight/direction."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "oherschmann_at_gmail_com",
"email": "oherschmann@gmail.com",
"name": "Ori Herschmann",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is inactive.",
"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 inactive.",
"evidence_snippets": [
"---\n# Identity\nemail: \"oherschmann@gmail.com\"\nname: Ori Herschmann\nwebsite_url: \"\"\nlocation: Palo Alto, California, US\npreferred_hourly_pay_rate: $125/hr\n\n# Status (live from Neon)\nstatus: inactive\nhas_availability: true\nonboarded_at: 2021-08-02\n\n# Classifications (live from Neon)\nroles:\n - Growth "
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"oherschmann@gmail.com\"\nname: Ori Herschmann\nwebsite_url: \"\"\nlocation: Palo Alto, California, US\npreferred_hourly_pay_rate: $125/hr\n\n# Status (live from Neon)\nstatus: inactive\nha"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is inactive."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is inactive."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "rebecca_shank_at_gmail_com",
"email": "rebecca.shank@gmail.com",
"name": "Rebecca Shank",
"score": 37,
"passes_all_hard": false,
"summary": "Rebecca is a lifecycle/retention and brand marketer, not a production graphic designer. Her profile centers on Klaviyo-driven email strategy, brand strategy, and social media growth for DTC brands. She explicitly lists \"Graphic design (basic)\" and \"Visual Brand management (not direct design)\" — the role requires an execution-focused designer who personally produces marketing assets across web, sales, email, and collateral formats. She fails both HARD design requirements.",
"synthesis_quote": "I'm Rebecca, a lifecycle and retention strategist specializing in Klaviyo-driven growth for DTC and high-consideration brands.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "\"Graphic design (basic)\" and \"Visual Brand management (not direct design)\" in skills.",
"rationale": "Both HARD design requirements fail. Her skills explicitly cap design at 'basic' and note visual brand work is 'not direct design.' She is a strategist/marketer, not a production designer able to deliver a steady stream of production-ready assets."
},
"functional_expertise": {
"score": 18,
"weight": 20,
"evidence": "\"Directing brand book / guide\", \"Creative direction\", \"Template development (drag and drop)\".",
"rationale": "Deep functional expertise exists but in email lifecycle, brand strategy, and creative direction — not hands-on graphic design production. Directing brand books and creative direction is delegation-level, not the executor role required here."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries: \"Ecommerce, Marketing Agencies\"; DTC jewelry and beauty brands.",
"rationale": "Strong DTC/eCommerce and marketing-agency exposure, directly matching the nice-to-have industry context (agency serving premium DTC brands). This is her strongest relevant dimension."
},
"hands_on_execution": {
"score": 25,
"weight": 15,
"evidence": "\"Designed full-funnel lifecycle in Klaviyo\", \"built ESP structure and templates\".",
"rationale": "She is hands-on, but in email/Klaviyo template building and campaign execution — not in graphic asset design. Design work is directed or basic. As a design operator she scores low despite being an executor in her own lane."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "\"Built long-cycle retention strategy\", \"improved pricing strategy to secure higher margins\".",
"rationale": "Clear strategic judgment and business-goal translation, though this exceeds and diverges from the pure execution mandate of this role."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools: \"Canva\", \"Design tools (Photoshop, Canva, etc)\", \"Klaviyo\", \"Mailchimp\".",
"rationale": "Lists Photoshop/Canva but framed at basic level; strong on ESP/email tools which are only partially relevant. No evidence of professional design suite depth (e.g., Illustrator, Figma production work)."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "\"Email marketing analytics\", \"campaign analytics\", \"open rates 20-30%\".",
"rationale": "Solid measurement chops, but oriented to email/marketing KPIs rather than design asset production, which is a lower-measurement function."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "\"has_availability: true\", \"preferred_hourly_pay_rate: $85/hr\".",
"rationale": "Available and active. $85/hr implies a full-time monthly load could exceed the $5-7k retainer, though a part-time retainer could fit. Timezone (Dallas) is fine."
}
},
"final_score_rationale": "The dominant driver is a HARD requirement failure: this role needs an execution-focused graphic designer producing marketing assets across web, sales, email, and collateral. Rebecca's own profile flags her design as \"Graphic design (basic)\" and \"Visual Brand management (not direct design).\" Her genuine strengths — Klaviyo lifecycle, brand strategy, social growth — are a different marketing lane and are not transferable to a production-design mandate. She retains moderate credit for DTC/agency industry relevance and email/newsletter familiarity, but the core skill fit is absent, so the score is low and passes_all_hard is false.",
"evidence_snippets": [
"I'm Rebecca, a lifecycle and retention strategist specializing in Klaviyo-driven growth for DTC and high-consideration brands.",
"Graphic design (basic)",
"Visual Brand management (not direct design)",
"Directing brand book / guide",
"Designed full-funnel lifecycle in Klaviyo, improving first-to-second purchase conversion.",
"The team was impressed by the translation of the brand guidelines into email campaigns.",
"\"Graphic design (basic)\" and \"Visual Brand management (not direct design)\" in skills.",
"\"Directing brand book / guide\", \"Creative direction\", \"Template development (drag and drop)\"."
],
"three_rs": {
"role_fit": "Poor. She is a lifecycle/brand strategist, not a production graphic designer; the role needs a hands-on asset-producing designer.",
"readiness": "Available and active, but not ready for a design-execution retainer given self-described basic design skills.",
"risk": "High delivery risk on core design output; she would need to outsource or direct rather than execute the graphic production required."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and marketing agency industry experience aligns with the client's premium-DTC/Amazon-agency context.",
"evidence": "Industries: Ecommerce, Marketing Agencies; DTC jewelry (Bliss Lau) and beauty (Poise) brands."
},
{
"reason": "Email/newsletter familiarity relevant to the newsletter design nice-to-have.",
"evidence": "\"consistent newsletter communication plan\" and \"Template development (drag and drop).\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Profile lists only 'Graphic design (basic)' and 'Visual Brand management (not direct design)'. She directs brand/design work rather than producing assets; no evidence of production-ready graphic design output.",
"req-002 (Versatile across formats): FAILS. Her cross-format work is email/social/strategy, not designed web graphics, sales collateral, and landing page design. No portfolio evidence of executing design across these formats as a designer."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"score": 32,
"passes_all_hard": false,
"summary": "David is a performance/growth marketer specializing in paid media, lifecycle (Klaviyo/SMS), and CRO for DTC CPG brands. He is not a graphic designer. The role requires an execution-focused graphic designer producing marketing assets across web, sales collateral, landing pages, and email — there is no evidence of hands-on graphic design production beyond Canva as a listed tool. He fails both HARD requirements.",
"synthesis_quote": "Developed and executed a new growth strategy focused on customer acquisition, retention, and scalable revenue growth",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Roles: Paid Search Marketer, Growth Marketer, Paid Social Media Marketer; tools list Canva but no design output; 'Copy and brand voice supplied by us... visual assets' handled elsewhere",
"rationale": "The two HARD requirements are marketing graphic design asset production and versatility across web/sales/email/collateral design formats. David is a growth/paid marketer with no evidence of producing design assets. Canva appears only as a listed tool. Both HARD requirements fail."
},
"functional_expertise": {
"score": 12,
"weight": 20,
"evidence": "'Collaborated on creative direction and performance-focused content strategy'; 'Created and managed creative testing frameworks across static, video, UGC'",
"rationale": "Core function needed is graphic design production. David's expertise is paid media, lifecycle, and CRO. His 'creative' work is ad testing/direction, not design execution. Little relevant functional depth for a graphic designer role."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries include Ecommerce, Marketing Agencies; subindustries DTC, CPG, Apparel, Beverage; 'growing and scaling DTC'",
"rationale": "Strong DTC/eCommerce and agency-adjacent background matches the nice-to-have industry context, but relevance is limited since the role needs a designer, not a marketer, in that context."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "'Managed hands-on execution of Meta advertising campaigns'; 'you wire, test, and optimise flows'",
"rationale": "He is clearly hands-on, but as a paid/lifecycle/CRO operator — not as a designer building assets. Hands-on design execution (the required kind) is absent."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "'Developed and executed the go-to-market strategy'; 'Oversaw marketing performance reporting, KPI tracking, budget allocation'",
"rationale": "Demonstrates GTM strategy and prioritization judgment, but for growth marketing rather than design/brand asset judgment relevant to this role."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "Tools: Canva, Klaviyo, Shopify, Google Analytics, landing page tools; no Adobe Creative Suite / Figma",
"rationale": "Canva is the only design tool listed. No Adobe Illustrator/Photoshop/InDesign or Figma — the core design toolset for a marketing graphic designer is missing."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'CRO experiment that boosted CVR'; 'A/B tests (landing pages, checkout)'; 'weekly revenue & deliverability report'",
"rationale": "Strong measurement/optimization skills, but these are secondary and only mildly relevant to a design production retainer."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "has_availability: true; preferred_hourly_pay_rate: $75/hr",
"rationale": "Available and rate could fit within $5-7k/mo retainer, but this is moot given the functional mismatch."
}
},
"final_score_rationale": "The dominant driver is a fundamental role mismatch: this is an execution-focused graphic designer retainer, and David is a growth/performance marketer. Both HARD requirements (marketing graphic design asset production; versatility across web/sales/email/collateral design) are unmet — his profile shows paid media, lifecycle, and CRO work where visual assets and copy are explicitly supplied by others. Canva is the only design tool listed, with no Adobe/Figma. His DTC/agency industry relevance and measurement skills provide small offsets but cannot rescue the score. passes_all_hard is false.",
"evidence_snippets": [
"roles: Paid Search Marketer, Growth Marketer, Paid Social Media Marketer, Marketer in Residence",
"'Copy and brand voice supplied by us—you wire, test, and optimise flows'",
"'Because our team handles all brand-voice copy and visual assets, you can focus... on paid scaling, lifecycle plumbing, and CRO wins'",
"tools: Canva, Klaviyo, Shopify, Google Analytics (no Adobe/Figma)",
"'Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram'",
"Developed and executed a new growth strategy focused on customer acquisition, retention, and scalable revenue growth",
"Roles: Paid Search Marketer, Growth Marketer, Paid Social Media Marketer; tools list Canva but no design output; 'Copy and brand voice supplied by us... visual assets' handled elsewhere",
"'Collaborated on creative direction and performance-focused content strategy'; 'Created and managed creative testing frameworks across static, video, UGC'"
],
"three_rs": {
"role": "Applied for growth/paid marketing roles (Marketer in Residence, Growth, Paid Search/Social); not classified or experienced as a graphic designer.",
"reason": "Role needs an execution-focused marketing graphic designer producing assets; David's proof is paid media, lifecycle, and CRO — the design work is done by others in his engagements.",
"result": "Strong growth outcomes (500% YoY DTC, 7 figures in 3 months) but no design-production results relevant to this role."
},
"match_reasons": [
{
"reason": "Relevant DTC/eCommerce and marketing-agency industry background",
"evidence": "industries: Ecommerce, Marketing Agencies; subindustries: DTC, CPG"
},
{
"reason": "Hands-on operator mindset and availability",
"evidence": "has_availability: true; 'someone who moves fast and thrives on launch sprints'"
}
],
"hard_fail_reasons": [
"req-001 FAIL: No evidence of marketing graphic design asset production. David is a growth/paid/lifecycle marketer; visual assets are supplied by others in his engagements. Canva is only a listed tool with no shown design output.",
"req-002 FAIL: No evidence of versatile design execution across website graphics, sales collateral, landing page design, newsletters/email design, or onboarding materials. His work covers ad campaigns, flows, and CRO test wiring — not design production."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"score": 34,
"passes_all_hard": false,
"summary": "Roxane is a growth/paid-social and email marketer, not a marketing graphic designer. Her profile centers on paid media management ($1M/month across Meta/TikTok/Google), email/SMS lifecycle, and influencer strategy. There is no evidence of hands-on marketing asset production (website graphics, sales collateral, landing page design, newsletter design) as a designer. She lists \"Design tools (Photoshop)\" and Canva/Figma matched terms, but design tools appear incidentally within a performance-marketing stack, with no portfolio, no asset production examples, and no versatile cross-format design work. She fails both HARD design requirements.",
"synthesis_quote": "Managing nearly $1M/month in paid media across Meta, TikTok, and Google ... maintaining the brand's 5x ROAS.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Roles: Growth Marketer, Paid Social Media Marketer, Email Marketer, Paid Search Marketer. Skills list contains no graphic design/asset production; tools show 'Ecommerce tools (Shopify)' and 'Design tools (Photoshop)' only incidentally.",
"rationale": "The two HARD requirements demand an execution-focused marketing graphic designer producing ongoing assets and versatile across web/sales/email/collateral formats. No evidence of design asset production exists. Photoshop appears only as a listed tool with no deliverables. Fails both HARD reqs."
},
"functional_expertise": {
"score": 12,
"weight": 20,
"evidence": "'Expert in Paid Social, Paid Search, Digital Strategy, Email Marketing & Brand Growth' — no graphic design specialization.",
"rationale": "Deep expertise, but in paid media/lifecycle, not graphic design. The core function requested (design asset production) is essentially absent."
},
"industry_audience_relevance": {
"score": 65,
"weight": 12,
"evidence": "Industries include Ecommerce, Marketing Agencies; subindustries Apparel, Fashion, Footwear, CPG; DTC brands like Larroudé, LolaVie, Pink Lily.",
"rationale": "Strong DTC/eCommerce and agency-adjacent exposure, which is a nice-to-have. This is the one dimension where she genuinely fits the brief context."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "'Roxane segmented audience ... designed personalized email newsletters'; 'refined creative testing'; 'partnered with in-house studio to scale ads'.",
"rationale": "She is hands-on as a performance/lifecycle operator, but the role needs hands-on visual design/production. Newsletter work is campaign/strategy-side, not graphic design production; she partners with studios rather than designing assets herself."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "'refined audience strategy, strengthened creator partnerships, optimized cross-channel demand capture'; disciplined creative testing.",
"rationale": "Clear strategic judgment in growth marketing, but not design/creative craft judgment for asset production."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Matched terms include Canva, Figma, Mailchimp, Klaviyo; profile tools: 'Design tools (Photoshop)', landing page tools, Litmus/Email on Acid.",
"rationale": "Some overlap with email/newsletter and landing page tools plus design tools mentioned, but no substantive design-platform proof (no Adobe Creative Suite workflow, no design system work)."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Scaling $1M/month ... sustaining 5x ROAS'; '158% more website traffic and 169% sales revenue growth'; A/B testing tools.",
"rationale": "Strong measurement/optimization chops, but oriented to media performance rather than design iteration — only partially relevant to this role."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $60/hr; location Los Angeles (US timezone).",
"rationale": "Available and US-based with a fast start feasible; $60/hr could fit the $5-7k/month retainer range. Fit is fine, but the role mismatch dominates."
}
},
"final_score_rationale": "The dominant driver is a hard-requirement failure: this is a marketing graphic designer role (asset production, versatile across formats), and Roxane's profile is a growth/paid-social/email marketer with no evidence of graphic design deliverables. Photoshop/Canva/Figma appear only as incidental tool mentions with no portfolio or asset-production examples, so both HARD skill requirements (req-001, req-002) fail. Her genuine strengths — paid media scaling, lifecycle/email strategy, DTC/agency industry exposure — are largely in a different marketing lane and are not transferable to design execution. She earns partial credit only on industry relevance and availability. Overall a weak fit for this specific role.",
"evidence_snippets": [
"Growth Marketer ... Paid Social Media Marketer ... Email Marketer ... Paid Search Marketer",
"Managing nearly $1M/month in paid media across Meta, TikTok, and Google ... maintaining the brand's 5x ROAS",
"Roxane segmented audience based on purchase history ... personalized email newsletters and SMS marketing",
"Design tools (Photoshop) - Ecommerce tools (Shopify) - Email on Acid",
"Expert in Paid Social, Paid Search, Digital Strategy, Email Marketing & Brand Growth",
"Pink Lily ... 158% more website traffic and 169% sales revenue growth",
"Managing nearly $1M/month in paid media across Meta, TikTok, and Google ... maintaining the brand's 5x ROAS.",
"Roles: Growth Marketer, Paid Social Media Marketer, Email Marketer, Paid Search Marketer. Skills list contains no graphic design/asset production; tools show 'Ecommerce tools (Shopify)' and 'Design tools (Photoshop)' only incidentally."
],
"three_rs": {
"role_fit": "Poor — role is execution-focused marketing graphic design; candidate is a paid media/growth/email marketer with no design production evidence.",
"readiness": "Available and US-based, but not ready for this specific function.",
"risk": "High risk: hiring her for design would mean no proof she can produce web/sales/email/collateral assets to brand standards."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and agency industry exposure",
"evidence": "Industries: Ecommerce, Marketing Agencies; brands Larroudé, LolaVie, Pink Lily"
},
{
"reason": "Email/newsletter marketing familiarity",
"evidence": "'personalized email newsletters and SMS marketing' with Klaviyo/Mailchimp"
},
{
"reason": "Available and US-based",
"evidence": "status active, has_availability true, Los Angeles, $60/hr"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence the candidate produces marketing design assets. Profile centers on paid media, email/SMS, and growth strategy; Photoshop is only an incidental tool mention with zero design deliverables.",
"req-002 (Versatile across formats web/sales/email/collateral): No examples of designing website graphics, sales collateral, landing page design, or newsletter graphics as a designer. Newsletter references are campaign/lifecycle strategy, not graphic design production."
]
},
{
"candidate_id": "becki_at_ecommerceideas_io",
"email": "becki@ecommerceideas.io",
"name": "Becki Nicolson",
"schema_version": "CandidateEvaluationV1",
"score": 33,
"passes_all_hard": false,
"summary": "Becki is an accomplished email/SMS retention marketer (Klaviyo Partner, Attentive Partner) with strong DTC eCommerce results, but she is not a graphic designer. This role requires an execution-focused marketing graphic designer producing versatile assets across web, sales collateral, landing pages, and newsletters. Her profile shows email campaign strategy and revenue lift, not marketing asset production or visual design as a core function. She fails both HARD requirements.",
"synthesis_quote": "\"I'm a Klaviyo Partner and retention marketing specialist\" — an email marketer, not a marketing graphic designer.",
"final_score_rationale": "The two HARD requirements — (1) execution-focused marketing graphic designer producing ongoing assets, and (2) versatility across web, sales, email, and collateral design formats — are not met. Becki's specialty is email/SMS retention marketing (email flows, A/B testing, revenue attribution), which is a different marketing lane. Per instructions, strong evidence in a different lane is not transferable unless relevant to the role's design-production requirements. The only design-adjacent signals are tool listings (Canva, Photoshop) and phrases like \"took full ownership of copy, design, and strategy\" for email — but this is email layout within an ESP, not versatile marketing asset production across web/sales/collateral. She has strong DTC eCommerce industry relevance (nice-to-have) and could design within Klaviyo templates, but there is no evidence of website graphics, sales collateral, landing page design, or brand-guide-driven asset production. Biggest driver of the low score: hard requirement failure on the core function (graphic design). Small credit for email/newsletter design adjacency and DTC background.",
"evidence_snippets": [
"primary_specialty: Email Marketing",
"I'm a Klaviyo Partner and retention marketing specialist",
"Took full ownership of copy, design, and strategy, resulting in a 35% average increase in click rates",
"complete overhaul of all email campaign templates and flows to reflect New Moon Beginnings' current branding",
"tools: Canva ... Design tools (Photoshop",
"Increased Klaviyo attribution from 29% to 45% monthly average",
"\"I'm a Klaviyo Partner and retention marketing specialist\" — an email marketer, not a marketing graphic designer.",
"primary_specialty: Email Marketing; no graphic design deliverables across web/sales/collateral"
],
"three_rs": {
"role_fit": "Poor. Role needs an operating graphic designer; candidate is an email/SMS retention marketer.",
"readiness": "Likely available (freelancer), but not the right function.",
"risk": "High — no evidence of core graphic design deliverables (web graphics, sales collateral, landing pages, brand-guide execution)."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce brand experience (nice-to-have req-006)",
"evidence": "worked with Pants&Socks, PRYA, KYNAH — DTC eCommerce brands"
},
{
"reason": "Some email/newsletter design adjacency (req-008)",
"evidence": "complete overhaul of all email campaign templates and flows to reflect ... current branding"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of being an execution-focused graphic designer producing marketing assets. Profile specialty is Email Marketing; work history is email/SMS campaign strategy and revenue lift, not visual asset production.",
"req-002 (Versatile across web, sales, email, collateral): No evidence of designing website graphics, sales collateral, or landing pages. Design activity is limited to email templates within ESPs; no cross-format marketing design portfolio."
],
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "primary_specialty: Email Marketing; no graphic design deliverables across web/sales/collateral",
"rationale": "Both HARD requirements (asset-production graphic design; format versatility) are unmet. Candidate is an email marketer, not a marketing graphic designer."
},
"functional_expertise": {
"score": 15,
"weight": 20,
"evidence": "Took full ownership of copy, design, and strategy (for email); tools list Canva, Photoshop",
"rationale": "Core function requested is graphic design. Candidate's functional depth is in email/retention marketing, not design. Only thin, adjacent design signal via email templates."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "DTC eCommerce brands: Pants&Socks, PRYA, KYNAH, agency work at Tadpull/Leverage",
"rationale": "Strong DTC/eCommerce and agency-adjacent background matches nice-to-have industry context, though not the design function."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "hands-on email execution: 'comprehensive approach involved redesigning existing flows'",
"rationale": "Clearly a hands-on operator, but in email/SMS, not in marketing graphic asset production. Execution mode does not transfer to the required design work."
},
"strategy_and_judgment": {
"score": 45,
"weight": 10,
"evidence": "ran thorough A/B testing; developed monthly campaign calendar; budget allocation, KPI management",
"rationale": "Solid marketing strategy/testing judgment, but oriented to email/retention, not design/creative judgment for asset systems."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "Canva, Design tools (Photoshop, Klaviyo, Attentive, Mailchimp, Shopify",
"rationale": "Has Canva and Photoshop listed (relevant) but surrounded by ESP/analytics tools; no evidence of pro design workflow (Figma/Illustrator/InDesign) or usage depth in design tools."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "Increased Klaviyo attribution from 29% to 45%; produced in-depth reports; extensive A/B testing",
"rationale": "Strong measurement/optimization discipline, though in email performance rather than design asset iteration."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "freelance/contract engagements; UK-based",
"rationale": "Likely available for retainer work; UK timezone workable. But engagement fit is undermined by wrong function; budget alignment unknown."
}
}
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "shane_at_ownedgrowth_com",
"email": "shane@ownedgrowth.com",
"name": "Shane Mulcahy",
"score": 33,
"passes_all_hard": false,
"summary": "Shane is a growth/email/paid-search marketer, not a marketing graphic designer. His profile is overwhelmingly about Google Ads, LinkedIn Ads, HubSpot/Klaviyo lifecycle email, and CRM optimization. Design skills are self-listed as \"Graphic design (basic)\" with Canva/Photoshop as tools, but there is zero evidence of shipping production-ready marketing design assets (website graphics, sales collateral, branded landing page design, newsletter design). This role needs an execution-focused designer who produces on-brand assets across web, sales, email, and collateral formats — a lane where Shane provides no portfolio, no design output examples, and no brand-guide application evidence. He fails the two HARD requirements.",
"synthesis_quote": "Growth Marketer with a proven track record of driving revenue and pipeline growth for SaaS startups and eCommerce brands. Specialising in paid marketing and email marketing automation.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "skills: Graphic design (basic); tools: Canva, Photoshop; but all work history is paid search / email lifecycle / CRM, e.g. 'creating and managing their google ads campaigns'",
"rationale": "The two HARD requirements demand an execution-focused marketing graphic designer versatile across web, sales, email, and collateral formats. Shane lists only 'Graphic design (basic)' and design tools, with no evidence of producing marketing design assets. Every documented deliverable is campaign/lifecycle/analytics work, not design production. Both HARD requirements fail."
},
"functional_expertise": {
"score": 15,
"weight": 20,
"evidence": "'Specialising in paid marketing and email marketing automation'; 'Built and optimised HubSpot newsletter templates'",
"rationale": "Core function requested is graphic design asset production. Shane's functional depth is in paid media and lifecycle email, not design. Building email templates is adjacent but is template/copy/workflow work, not versatile visual design production. Minimal relevant design depth."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: Ecommerce; 'DTC Paid Search Marketer... Yummygums, a DTC eCommerce brand'; 'One Love Organics is a clean beauty brand'",
"rationale": "He has genuine DTC/eCommerce brand exposure, which matches the nice-to-have industry context (agency serving DTC brands). However this is marketing-channel exposure, not design work for those brands, so relevance is moderate at best."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "'Built & optimized HubSpot lifecycle workflows'; 'Conducting daily, weekly and monthly optimization routines'",
"rationale": "Shane is clearly a hands-on operator — but as a campaign/email/paid-search executor, not a design executor. The role needs someone who personally builds and ships design assets. His hands-on execution is in the wrong discipline, so it transfers only weakly."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "'Account audit using checklist audit framework'; 'prioritising recommendations by impact and ease'",
"rationale": "Demonstrates solid diagnostic and prioritization judgment in marketing campaigns. This is transferable general marketing judgment, but not design/creative judgment specific to asset production."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "tools: Canva, Photoshop, Design tools (Photoshop, Canva, etc); also Klaviyo, HubSpot, Instapage/Unbounce",
"rationale": "Owns Canva and Photoshop plus landing page tools, which are relevant design/production tools. But there's no evidence of Figma proficiency or advanced design-file workflows, and the tools are listed rather than demonstrated in design output. Partial fit."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "'Increased 14 day free trial sign ups by 30% with a 15% decrease in CPA'; 'increasing opt in rates from 2% to 7%'",
"rationale": "Strong measurement/optimization track record with concrete KPI improvements. This is a real strength, but it is measurement of campaigns, not design performance, so only partially relevant to this production-focused design role."
},
"availability_budget_fit": {
"score": 30,
"weight": 4,
"evidence": "has_availability: false; preferred_hourly_pay_rate: $75/hr; location: Dublin, US",
"rationale": "Profile shows has_availability: false, which conflicts with the immediate/fast-start need. $75/hr implies roughly full-time cost above the $5-7k/month retainer if hours are high; retainer fit is uncertain and availability is a concern."
}
},
"final_score_rationale": "The dominant driver is a hard-requirement failure: this is an execution-focused marketing graphic designer role, and Shane's profile provides no evidence of producing marketing design assets (website graphics, sales collateral, branded landing pages, newsletter design) or applying a brand style guide. His documented experience is entirely in paid search, LinkedIn ads, and lifecycle/CRM email — a genuinely strong but unrelated lane that cannot transfer to a design production role. Design appears only as self-listed 'Graphic design (basic)' plus Canva/Photoshop tool ownership. Modest credit is given for DTC/eCommerce industry exposure, hands-on operator tendencies, and strong measurement discipline, but availability is flagged false and design fit is absent, so both HARD requirements fail and the score is low.",
"evidence_snippets": [
"Specialising in paid marketing and email marketing automation",
"skills: Graphic design (basic)",
"Built and optimised HubSpot newsletter templates for newsletter campaigns",
"DTC Paid Search Marketer (Google Ads) at Yummygums, a DTC eCommerce brand specializing in gummy vitamins",
"tools: Canva, Photoshop, Design tools (Photoshop, Canva, etc)",
"has_availability: false",
"Growth Marketer with a proven track record of driving revenue and pipeline growth for SaaS startups and eCommerce brands. Specialising in paid marketing and email marketing automation.",
"skills: Graphic design (basic); tools: Canva, Photoshop; but all work history is paid search / email lifecycle / CRM, e.g. 'creating and managing their google ads campaigns'"
],
"three_rs": {
"role_fit": "Poor. The role needs a versatile marketing graphic designer producing web/sales/email/collateral assets; Shane is a paid-search and lifecycle-email marketer with only basic self-listed design skills and no design portfolio evidence.",
"readiness": "Low. Profile shows has_availability: false against an ASAP start need, and there is no ramp path since the core design competency is missing.",
"reason_to_believe": "Weak for this role. Strong campaign/KPI track record exists but in the wrong discipline; no evidence of shipping production-ready design assets or applying brand guidelines."
},
"match_reasons": [
{
"reason": "DTC/eCommerce brand exposure aligns with the agency's client base",
"evidence": "DTC Paid Search Marketer... Yummygums, a DTC eCommerce brand; One Love Organics is a clean beauty brand"
},
{
"reason": "Owns some relevant design/production tools",
"evidence": "tools: Canva, Photoshop; Landing page tools (Instapage, Unbounce, etc)"
},
{
"reason": "Email/newsletter familiarity (template building)",
"evidence": "Built and optimised HubSpot newsletter templates for newsletter campaigns"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production) FAILS: no evidence of producing marketing design assets; skills list only 'Graphic design (basic)' and all work history is paid search, LinkedIn ads, and lifecycle/CRM email — not design production.",
"req-002 (Versatile across web/sales/email/collateral design) FAILS: no demonstrated design output across website graphics, sales collateral, landing page design, or newsletter design; only campaign and template/workflow work is shown, with no design portfolio or brand-guide application."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "lucas_mondora_at_gmail_com",
"email": "lucas.mondora@gmail.com",
"name": "Lucas Mondora",
"score": 34,
"passes_all_hard": false,
"summary": "Lucas is a strong e-commerce growth/paid-media marketer and fractional CMO, not a production graphic designer. This role needs an execution-focused marketing graphic designer to produce ongoing assets across web, sales, email, and collateral. His profile shows deep paid media, CRO, and offer/subscription strategy work, but no evidence of hands-on graphic design production, brand-guide-driven asset creation, or a design portfolio. He fails both HARD design requirements.",
"synthesis_quote": "E-commerce Marketer with 9 years of experience scaling DTC and e-commerce brands through paid media, conversion rate optimization, and social performance creative.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Owned 8-figures in advertising spend ... growing monthly budgets up to $190K/mo",
"rationale": "HARD req is execution-focused marketing graphic design (asset production). Lucas is a growth/paid-media marketer and fractional CMO. He briefs and manages designers rather than producing assets himself. No design portfolio, no evidence of building website graphics, collateral, or newsletters as a designer."
},
"functional_expertise": {
"score": 15,
"weight": 20,
"evidence": "Managing and properly briefing designers, developers, and copywriters to quickly produce high-quality, client-approved work",
"rationale": "Core function requested is graphic design/asset production. His functional depth is paid media, CRO, and growth strategy - a different lane. He directs designers but does not demonstrate hands-on design craft. Mentions of 'social performance creative' and AI creative workflows relate to ad performance testing, not production design skills."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "scaling DTC and e-commerce brands ... 7-figure CPG & DTC brands ... Whitelabeled CRO strategy for an agency",
"rationale": "Strong DTC/eCommerce and agency-adjacent background, which is a nice-to-have. Relevant industry context, but this only supports the PREFERRED item, not the core design need."
},
"hands_on_execution": {
"score": 25,
"weight": 15,
"evidence": "Led and coordinated growth efforts with external agencies, employees and freelancers",
"rationale": "He is hands-on in campaign management, CRO, and account structure, but for the design work this role requires he is an orchestrator/manager of designers, not the person producing production-ready assets. Penalized because the role needs a design operator, not a strategist who delegates creative."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "prioritizing marketing sprints, blending data, strategy, and ad campaigns ... identified key areas for improvement",
"rationale": "Strong diagnosis and prioritization skills - offer testing, funnel CRO, budget reallocation. Genuine strategic judgment, though it is marketing-strategy judgment rather than design/creative judgment specific to this role."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "tools: Canva ... Email tools (Mailchimp, Klaviyo, etc) ... Landing page tools (Instapage, Unbounce, etc)",
"rationale": "Lists Canva and email/landing page tools that touch adjacent formats, but no professional design suite (Figma appears only in seed matched terms, Adobe/Photoshop/Illustrator/InDesign absent). Tool stack is analytics/ad/CRO oriented, not design production."
},
"measurement_optimization": {
"score": 80,
"weight": 6,
"evidence": "Reduced Meta CPA from $89 to sub $25 ... 89% increase in conversion rates through optimization of landing pages",
"rationale": "Excellent measurement, testing framework, and optimization track record. However, this strength is in performance marketing, only partially relevant to iterating on design assets."
},
"availability_budget_fit": {
"score": 30,
"weight": 4,
"evidence": "I am TEMPORARILY outside of the American timezones ... My workday starts at 1pm Pacific Daylight Time. preferred_hourly_pay_rate: $95/hr",
"rationale": "Active with availability, but $95/hr implies ~$15k+/mo at typical retainer hours, well above the $5-7k designer budget. Temporary timezone offset is a minor friction. Budget mismatch and seniority/rate misalignment for a production-designer retainer."
}
},
"final_score_rationale": "The dominant driver is a HARD requirement failure: this is a hands-on marketing graphic designer role (asset production across web, sales, email, collateral), and Lucas is a growth marketer / fractional CMO / paid-search strategist with no evidence of personally producing design assets or a design portfolio. His paid-media, CRO, and subscription/offer strategy strengths are impressive but sit in a different lane and cannot be transferred to the design production requirement. Tool fit is weak (Canva only, no Adobe/Figma design suite). Budget/rate ($95/hr) also exceeds the $5-7k/mo designer retainer. Modest positives (DTC/agency industry relevance, strong measurement/strategy) cannot offset the core mismatch.",
"evidence_snippets": [
"E-commerce Marketer with 9 years of experience scaling DTC and e-commerce brands through paid media, conversion rate optimization, and social performance creative.",
"Managing and properly briefing designers, developers, and copywriters to quickly produce high-quality, client-approved work with minimal rounds of iteration.",
"Owned 8-figures in advertising spend, with a proven track record of growing monthly budgets up to $190K/mo.",
"roles: Growth Marketer, Paid Search Marketer, CMO",
"tools: Canva ... Email tools (Mailchimp, Klaviyo, etc)",
"preferred_hourly_pay_rate: $95/hr",
"Owned 8-figures in advertising spend ... growing monthly budgets up to $190K/mo",
"Managing and properly briefing designers, developers, and copywriters to quickly produce high-quality, client-approved work"
],
"three_rs": {
"role_fit": "Mismatch - profile is a growth/paid-media marketer and fractional CMO, not a production graphic designer.",
"readiness": "Active and available, but temporary non-AMER timezone (starts 1pm PDT) and rate above budget.",
"relevance": "DTC/eCommerce and agency-adjacent experience is relevant industry context, but the core design skillset is absent."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and agency background aligns with the company context",
"evidence": "7-figure CPG & DTC brands ... Whitelabeled CRO strategy for an agency"
},
{
"reason": "Familiar with email/landing page formats at a marketing level",
"evidence": "Email tools (Mailchimp, Klaviyo, etc) ... Landing page tools (Instapage, Unbounce, etc)"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence Lucas personally produces marketing design assets. He is a growth/paid-media marketer and fractional CMO who briefs and manages designers ('Managing and properly briefing designers, developers, and copywriters'). No design portfolio or hands-on production work shown.",
"req-002 (Versatile across formats - web, sales, email, collateral design): No evidence of designing website graphics, sales collateral, landing page visuals, or newsletters as a designer. Involvement with these formats is strategic/CRO-oriented, not design execution. Tool stack lacks a professional design suite (only Canva listed)."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "lalamber12_at_gmail_com",
"email": "lalamber12@gmail.com",
"name": "Lauren Lambert",
"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: \"lalamber12@gmail.com\"\nname: Lauren Lambert\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-02-24\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-06T20:50:28.724426+00:00\nneon_updated_at: 2026-02-24T20:33:14.652215+00:00\n---\n\n# Lauren Lamber"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"lalamber12@gmail.com\"\nname: Lauren Lambert\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-02-24\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": "janky_patel_at_gmail_com",
"email": "janky.patel@gmail.com",
"name": "Janky Patel",
"score": 42,
"passes_all_hard": false,
"summary": "Janky Patel is a strong paid social / growth marketer for DTC beauty and jewelry brands, with demonstrated Meta/TikTok ad buying, email lifecycle work in Klaviyo, and creative strategy. However, this role requires an execution-focused MARKETING GRAPHIC DESIGNER who personally produces production-ready assets across web, sales collateral, landing pages, and newsletters. Her profile shows creative direction/strategy and campaign execution, not hands-on graphic design production. There is no portfolio, no evidence of building website graphics, sales collateral, or newsletter layouts, and Canva is the only design-adjacent tool. She fails both HARD requirements.",
"synthesis_quote": "Her role encompassed ad buying, creative strategy, email marketing, and influencer marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Roles: Growth Marketer, Paid Social Media Marketer; tools list only Canva as design-adjacent; work history centers on ad buying and creative strategy, not asset production.",
"rationale": "Both HARD requirements (execution-focused marketing graphic designer; versatile across web/sales/email/collateral design) are unmet. She directs creative and manages campaigns but there is no evidence she personally produces production-ready marketing design assets. Low score."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "'a systematic creative strategy'; 'writing, designing, and implementing automated email series'; 'Creative strategy/direction' skill.",
"rationale": "Core function requested is graphic design production. Her expertise is paid social/growth marketing with creative direction, not design craft. Email 'design' references are template/lifecycle work, not versatile marketing design across formats. Weak fit."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "'Machete, a direct-to-consumer high-end jewelry brand'; 'Too Faced', 'Estee Lauder', industries include Ecommerce and Marketing Agencies.",
"rationale": "Strong DTC/eCommerce and agency-adjacent background, which is the PREFERRED industry context. This is her strongest dimension."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "'scaling the company's Facebook advertising budget'; 'A/B testing efforts'; 'designed targeted email campaigns'.",
"rationale": "She is clearly hands-on, but as a paid social/email operator, not as a graphic asset producer. The execution the role needs (building web/sales/email design assets) is not evidenced."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "'tailored ad copy to different stages of the marketing funnel'; 'rigorous audience testing regime and a systematic creative strategy'.",
"rationale": "Demonstrates solid marketing strategy, funnel judgment, and test-and-learn thinking, though not design-specific judgment."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "tools: Canva, Klaviyo, Landing page tools (Instapage, Unbounce), Shopify.",
"rationale": "Canva is the only design tool and there is no Adobe Creative Suite (Illustrator/Photoshop/InDesign) or Figma. Landing page/ESP tools are marketing-ops oriented, not design production. Weak fit for a designer role."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "'2.5-fold increase in ROAS'; '8% increase in email conversion rates'; 'Provide weekly performance reports and data-driven campaign recommendations'.",
"rationale": "Strong measurement and optimization habits, but these are campaign metrics rather than design asset performance."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $60/hr.",
"rationale": "Available and rate implies ~$6-7K/mo at moderate hours, within the $5-7K band. Engagement fit is plausible but role/skill mismatch remains the issue."
}
},
"final_score_rationale": "The dominant driver is a fundamental role mismatch: this is a hands-on marketing graphic designer retainer, and Janky is a paid social/growth marketer with creative direction skills, not a design producer. She fails both HARD requirements (asset production; versatility across web/sales/email/collateral design), which caps hard_requirements_fit and functional_expertise. Only Canva appears as a design tool, and there is no portfolio or evidence of producing website graphics, sales collateral, landing page, or newsletter design. Her strengths in DTC/beauty industry relevance and measurement are real but do not transfer to design production, so they are not rewarded beyond their limited relevance. Net: low overall score with passes_all_hard = false.",
"evidence_snippets": [
"Her role encompassed ad buying, creative strategy, email marketing, and influencer marketing.",
"Capabilities tools: - Canva - Facebook - Google Analytics - Instagram - Klaviyo",
"scaling the company's Facebook advertising budget to a six-figure monthly spend",
"writing, designing, and implementing automated email series tailored to various customer lifecycle stages",
"roles: Growth Marketer, Paid Social Media Marketer",
"Roles: Growth Marketer, Paid Social Media Marketer; tools list only Canva as design-adjacent; work history centers on ad buying and creative strategy, not asset production.",
"'a systematic creative strategy'; 'writing, designing, and implementing automated email series'; 'Creative strategy/direction' skill.",
"'Machete, a direct-to-consumer high-end jewelry brand'; 'Too Faced', 'Estee Lauder', industries include Ecommerce and Marketing Agencies."
],
"three_rs": {
"role_fit": "Poor fit — role requires a hands-on marketing graphic designer; candidate is a paid social/growth marketer with creative direction, not a design producer.",
"readiness": "Available and active with reasonable rate within budget, but not ready for the actual design work required.",
"risk": "High risk she cannot deliver production-ready graphic design assets; no portfolio or Adobe/Figma tooling evidenced."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and beauty/jewelry brand experience matching the agency's premium DTC client context.",
"evidence": "'Machete, a direct-to-consumer high-end jewelry brand'; 'Too Faced', 'Estee Lauder'."
},
{
"reason": "Solid measurement and optimization discipline useful in a marketing team.",
"evidence": "'2.5-fold increase in ROAS'; 'weekly performance reports and data-driven campaign recommendations'."
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing design assets. Profile centers on ad buying, creative strategy, and campaign management. Only Canva listed as a design tool, no portfolio.",
"req-002 (Versatile across formats: web, sales, email, collateral): No evidence of designing website graphics, sales collateral, landing page layouts, or newsletter design. Email work is lifecycle/campaign execution, not versatile marketing design production."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ellie_stamouli_at_hotmail_com",
"email": "ellie.stamouli@hotmail.com",
"name": "Ellie Stamouli",
"score": 28,
"passes_all_hard": false,
"summary": "Ellie is an experienced email/lifecycle marketing and CRM strategist / fractional CMO, not a graphic designer. The role requires an execution-focused marketing graphic designer producing production-ready visual assets across web, sales collateral, landing pages, and newsletters. Her profile shows deep email marketing, CRM strategy, and lifecycle work at brands like MR PORTER, Abound, and Soap & Glory, but essentially no evidence of hands-on graphic design as a discipline. Canva appears in her tool list and she mentions \"design\" of email templates and campaigns, but this is lifecycle/CRM execution, not versatile marketing graphic design production. She fails both HARD requirements.",
"synthesis_quote": "primary_specialty: Email Marketing ... Founder | Fractional CMO ... Director of Lifecycle Marketing",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "primary_specialty: Email Marketing; seniority: Director; roles are lifecycle/CRM/fractional CMO, not graphic design",
"rationale": "Both HARD requirements are for an execution-focused marketing graphic designer producing versatile visual assets. Candidate is an email/lifecycle strategist with no evidence of graphic design production. Fails req-001 and req-002."
},
"functional_expertise": {
"score": 8,
"weight": 20,
"evidence": "'Built and implemented weekly email campaigns, including copywriting and design'; 'Re-designed email templates applying mobile-first approach'",
"rationale": "Core function requested is marketing graphic design. Her functional depth is in email/CRM/lifecycle strategy, not design. Passing mentions of 'design' refer to email template layout within an ESP, not versatile asset production."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: Ecommerce, Marketplaces; 'Wpromote... supported the Lifecycle Marketing team... DTC brands'; 'Matterra is a marketing agency'",
"rationale": "Strong DTC/eCommerce and agency-adjacent background is relevant context (req-006 PREFERRED), but this only matters if she can do the design work, which is not shown."
},
"hands_on_execution": {
"score": 20,
"weight": 15,
"evidence": "'Crafted email & SMS educational and promotional on Klaviyo'; 'Built and implemented weekly email campaigns'",
"rationale": "She is hands-on, but in email/lifecycle execution, not graphic asset production. The hands-on evidence does not transfer to the designer operator need."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "'Created Go-to-Market Strategy'; 'Developed Global CRM strategy – recognised by L2 as best-in-class'; 'mapped the customer journey, created personas'",
"rationale": "Genuinely strong marketing strategy and judgment, but this is not the priority for an execution-focused designer retainer and does not offset design gaps."
},
"tool_platform_fit": {
"score": 25,
"weight": 8,
"evidence": "tools: Canva, PowerPoint/Keynote; also Klaviyo, Mailchimp, Braze, HubSpot, Shopify",
"rationale": "Canva and PowerPoint/Keynote are present, but no evidence of professional design tools (Adobe Creative Suite, Figma) or portfolio of designed assets. Most tools are ESP/CRM/analytics, not design."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'+19% email revenue growth'; '726% ROI in email channel'; 'A/B testing plan'; 'Audit full database, GA and Klaviyo accounts'",
"rationale": "Strong measurement and optimization discipline in email/CRM, but tied to marketing performance rather than design iteration for the role."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "location: United Kingdom; seniority: Director; fractional CMO rates likely above a $5-7k design retainer",
"rationale": "UK-based (timezone offset from likely US agency), and Director/fractional-CMO seniority may exceed the designer retainer band. Availability unstated. Soft factors, modest fit."
}
},
"final_score_rationale": "The dominant driver is failure of both HARD requirements: this role needs an execution-focused marketing graphic designer versatile across web, sales collateral, landing pages, and newsletters, and the candidate is an email/lifecycle marketing and CRM strategist / fractional CMO. Her strengths (email revenue growth, CRM strategy, GTM, DTC/eCommerce industry fit) are in a different lane and are not transferable to graphic design production. Canva in the tool list and 'email template design' mentions are the only design-adjacent signals and are far too thin to satisfy a dedicated design role. Industry relevance and strategy provide minor positive signal but cannot offset the core mismatch, so the weighted score is low.",
"evidence_snippets": [
"primary_specialty: Email Marketing",
"Founder & Director | Fractional CMO for B2B and B2C start-ups at Matterra",
"Director of Lifecycle Marketing at Abound",
"Re-designed email templates applying mobile-first approach",
"tools: ... Canva ... PowerPoint / Keynote",
"726% ROI in email channel during key gifting period",
"primary_specialty: Email Marketing ... Founder | Fractional CMO ... Director of Lifecycle Marketing",
"primary_specialty: Email Marketing; seniority: Director; roles are lifecycle/CRM/fractional CMO, not graphic design"
],
"three_rs": {
"role_fit": "Poor - candidate is an email/lifecycle/CRM strategist and fractional CMO, not a marketing graphic designer.",
"readiness": "Not ready for a graphic design production retainer; no design portfolio or professional design tooling evidenced.",
"risk": "High risk of mismatch - hiring her would deliver strategy/email execution, not the ongoing production-ready visual assets the role requires."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and agency background relevant to company context",
"evidence": "industries: Ecommerce, Marketplaces; 'Matterra is a marketing agency'"
},
{
"reason": "Familiarity with newsletter/email channel",
"evidence": "'Built and implemented weekly email campaigns, including copywriting and design'"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of graphic design as a discipline. Profile is email marketing, CRM, and lifecycle strategy (primary_specialty: Email Marketing; Director of Lifecycle Marketing; Fractional CMO). No portfolio of produced marketing design assets.",
"req-002 (Versatile across formats - web, sales, email, collateral design): No evidence of producing designed website graphics, sales collateral, or landing page visual design. 'Design' references are limited to email template layout within ESPs, not versatile graphic asset production."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "brittannyoung_at_gmail_com",
"email": "brittannyoung@gmail.com",
"name": "Brittany Young",
"score": 32,
"passes_all_hard": false,
"summary": "Brittany is a strong retention/email & SMS marketer with 8+ years scaling Klaviyo-based programs for DTC/ecommerce brands. However, this role is for an execution-focused marketing graphic designer producing web, sales, email, landing page, and onboarding assets. Her design skills are self-classified as \"Graphic design (basic)\" with only Photoshop/Figma/Canva mentioned; there is no evidence she produces marketing design assets as a designer. She fails the two HARD requirements (marketing graphic design asset production, and versatility across design formats). She is a mismatch for the role.",
"synthesis_quote": "Retention marketer with 8+ years of experience managing and scaling email and SMS programs.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Skills list shows only 'Graphic design (basic)'; primary role is 'Email Marketer' / retention marketer.",
"rationale": "The two HARD requirements are marketing graphic design asset production and versatility across design formats. Brittany's design capability is explicitly 'basic' and her entire work history is email/retention execution, not design production. Hard fail."
},
"functional_expertise": {
"score": 12,
"weight": 20,
"evidence": "'Graphic design (basic)'; design tools listed as Photoshop, Figma, Canva but used within email context.",
"rationale": "Core requested function is graphic design. She has deep functional expertise in email/lifecycle, not in design. Only basic, incidental design ability, no portfolio of produced marketing assets."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries: Ecommerce; subindustries: DTC, Fashion, Food, CPG; brands like Hydro Flask, Pink Lily.",
"rationale": "Strong DTC/ecommerce background is relevant to the company's premium DTC/Amazon agency context, satisfying the PREFERRED DTC design-background hint on the industry axis (though not on the design capability)."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "'Execute daily mailings', 'Build out flows', 'QA email builds and scheduling', 'Template development (drag and drop)'.",
"rationale": "She is clearly hands-on, but in email execution and drag-and-drop templates, not in producing design assets. Hands-on posture is there but in the wrong lane for this role."
},
"strategy_and_judgment": {
"score": 40,
"weight": 10,
"evidence": "'Auditing current email programs to understand any gaps', 'Creating 30,60,90 plans', 'RFM modeling'.",
"rationale": "Demonstrates good marketing judgment and planning, but oriented to retention strategy, not design/creative judgment or brand-consistency execution."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "Tools: Photoshop, Figma, Canva mentioned; core stack is Klaviyo, Attentive, Mailchimp, Shopify.",
"rationale": "Some overlap with design tools (Figma, Photoshop, Canva) but they appear incidental to email work. Core stack is ESP/CRM, not design production tooling like a designer would use."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "'Increasing revenue per email by 30%', 'extensive AB testing planning and implementation'.",
"rationale": "Strong measurement/optimization habits in email, but this dimension for the design role is secondary and her optimization is not tied to design asset performance."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $55/hr.",
"rationale": "Active and available for a fast start. $55/hr rate is broadly compatible with a $5-7K/month retainer, so budget/availability fit is fine, but this cannot offset the skill mismatch."
}
},
"final_score_rationale": "The dominant driver is a HARD requirement failure: the role needs an execution-focused marketing graphic designer producing versatile design assets (web, sales collateral, landing pages, newsletters, onboarding). Brittany's design skill is self-labeled 'Graphic design (basic)' and her entire career is email/SMS retention marketing—no evidence of producing marketing design assets. Both HARD requirements (req-001 asset production, req-002 versatility across formats) fail. She scores well only on industry relevance (DTC ecommerce) and availability/budget, which cannot compensate. Her email strength is a different lane and is not transferable to a graphic design production role.",
"evidence_snippets": [
"Retention marketer with 8+ years of experience managing and scaling email and SMS programs.",
"skills: - Graphic design (basic)",
"roles: - Email Marketer - Marketer in Residence - XA Vetter",
"Design tools (Photoshop ... Figma ... Canva)",
"Leveraged Klaviyo to launch AB testing, blast campaigns, sign up units and automations",
"subindustries_products: - DTC - Fashion - Food",
"Skills list shows only 'Graphic design (basic)'; primary role is 'Email Marketer' / retention marketer.",
"'Graphic design (basic)'; design tools listed as Photoshop, Figma, Canva but used within email context."
],
"three_rs": {
"role_fit": "Poor fit. The role is a marketing graphic designer producing ongoing assets; Brittany is an email/retention marketer with only basic design ability.",
"readiness": "Available and active for a fast start, but not ready for the design scope required.",
"risk": "High risk of failing to deliver production-ready design assets; her expertise is in a different discipline (email/lifecycle)."
},
"match_reasons": [
{
"reason": "Relevant DTC/ecommerce industry background",
"evidence": "subindustries_products: DTC, Fashion, Food; brands like Hydro Flask, Pink Lily"
},
{
"reason": "Available for fast start within budget range",
"evidence": "has_availability: true; $55/hr"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design asset production): No evidence she produces marketing design assets; skill listed as 'Graphic design (basic)' and all work history is email/retention execution.",
"req-002 (Versatile across formats web/sales/email/collateral): No evidence of designing website graphics, sales collateral, landing pages, or onboarding materials as a designer; only email template drag-and-drop work."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dillon_at_theconvertlab_com",
"email": "dillon@theconvertlab.com",
"name": "Dillon Zolnierczyk",
"score": 37,
"passes_all_hard": false,
"summary": "Dillon is a performance/growth marketer and agency founder focused on paid media, CRO, attribution, and lead generation across e-commerce and local services. While his profile lists \"Graphic design,\" Canva, and Photoshop as skills/tools, there is no concrete evidence he personally produces marketing design assets (website graphics, sales collateral, landing page design, newsletters, onboarding materials). His documented work is media buying, funnel building, and campaign optimization — a fundamentally different lane from an execution-focused marketing graphic designer. He fails the two HARD design-production requirements.",
"synthesis_quote": "Dillon Zolnierczyk is a marketing strategist and client advisor with a sharp focus on performance-driven growth... From orchestrating high-converting ad campaigns to shaping reporting frameworks in tools like HubSpot.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Skills list 'Graphic design'; tools include 'Canva' and 'Photoshop' — but work history is entirely paid media/growth: 'manage end-to-end campaigns across Google, Meta, and Reddit.'",
"rationale": "The two HARD requirements demand an execution-focused marketing graphic designer producing ongoing assets. The profile shows no design deliverables — only campaign management, media buying, and attribution. Graphic design appears only as a listed skill/tool, never demonstrated. Hard requirements are not met."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "'Led end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization.'",
"rationale": "Deep functional expertise is in paid media and growth, not graphic design/asset production. No portfolio, no described design outputs. Weak-to-absent for the core function requested."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "'Convert Lab, a digital marketing agency specializing in direct-to-consumer (DTC) and e-commerce'; industries include Ecommerce, Marketing Agencies.",
"rationale": "Agency + DTC/eCommerce context is genuinely relevant to the company (Amazon marketing agency serving premium DTC brands). This is his strongest match, though it is background relevance rather than design fit."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "'blends strategic thinking with hands-on execution' — but execution described is campaigns, tracking (GTM/CAPI), and funnel rebuilds, not asset design.",
"rationale": "He is clearly hands-on, but on media/analytics execution, not design production. As Founder/CEO he also carries advisory/strategy framing. Not the design operator the role needs."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "'Developed a \"Bleeding Neck\" profile to guide ad copy'; 'Ran structured A/B tests across carousel, collage, video, and messaging.'",
"rationale": "Strong marketing judgment and testing discipline evident, but oriented to performance strategy rather than creative/design judgment for on-brand asset production."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools include 'Canva', 'Photoshop', 'Email tools (Mailchimp, Klaviyo, etc)', 'Landing page tools (Instapage, Unbounce, etc)'.",
"rationale": "Lists relevant design/email/landing-page tools, but no evidence of using them for design production (vs. campaign setup). Notably absent: no mention of Figma, Illustrator, InDesign, or Adobe CC beyond Photoshop. Partial fit."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status'; 'Slashed booked appt costs by 75%.'",
"rationale": "Excellent measurement/optimization capability, but this is performance-marketing measurement, not design-asset performance. Only tangentially relevant to the role."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "'has_availability: true'; 'preferred_hourly_pay_rate: $75/hr'; location Comox, BC (AMER).",
"rationale": "Available and AMER-friendly timezone. At $75/hr a ~$6k retainer implies ~80 hrs/mo, plausible. But rate/positioning is senior strategist, not a production designer retainer; fit is soft-positive at best."
}
},
"final_score_rationale": "The dominant driver is a failure on both HARD requirements: this role needs an execution-focused marketing graphic designer producing ongoing assets across web, sales, email, and collateral, and Dillon's profile shows no design deliverables. His entire documented career is paid media, growth marketing, funnel/attribution engineering, and agency leadership. \"Graphic design,\" Canva, and Photoshop appear only as list items with zero demonstrated design output. His genuine strengths (paid media, CRO, measurement) are in a different lane and cannot be transferred to a design-production role. DTC/agency industry relevance and availability provide modest positive signal, but they cannot offset the core mismatch. Low overall score with passes_all_hard = false.",
"evidence_snippets": [
"Founder and CEO at The Convert Lab... a digital marketing agency specializing in direct-to-consumer (DTC) and e-commerce",
"manage end-to-end campaigns across Google, Meta, and Reddit",
"Led end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization",
"Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status for end-to-end sales attribution",
"tools: Canva, Photoshop, Email tools (Mailchimp, Klaviyo, etc), Landing page tools (Instapage, Unbounce, etc)",
"Dillon Zolnierczyk is a marketing strategist and client advisor with a sharp focus on performance-driven growth... From orchestrating high-converting ad campaigns to shaping reporting frameworks in tools like HubSpot.",
"Skills list 'Graphic design'; tools include 'Canva' and 'Photoshop' — but work history is entirely paid media/growth: 'manage end-to-end campaigns across Google, Meta, and Reddit.'",
"'Led end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization.'"
],
"three_rs": {
"reach": "No evidence of reach relevant to design asset production; reach experience is in paid acquisition channels, not applicable.",
"resonance": "Strong messaging/creative-strategy judgment for ads, but no evidence of on-brand visual design resonance or applying a brand style guide.",
"results": "Impressive performance-marketing results (revenue/lead lifts, CAC reductions) but none tied to design asset production for the role."
},
"match_reasons": [
{
"reason": "Relevant DTC/eCommerce and marketing-agency industry background",
"evidence": "'a digital marketing agency specializing in direct-to-consumer (DTC) and e-commerce'"
},
{
"reason": "Familiarity with email/landing-page tools referenced in the brief",
"evidence": "tools include 'Email tools (Mailchimp, Klaviyo, etc)' and 'Landing page tools (Instapage, Unbounce, etc)'"
},
{
"reason": "Available and in AMER timezone for fast start",
"evidence": "'has_availability: true'; location Comox, British Columbia, CA"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of personally producing marketing design assets. 'Graphic design' is only a listed skill; all documented work is paid media, growth, and attribution — not design production.",
"req-002 (Versatile across formats: web, sales, email, collateral): No design deliverables shown for website graphics, sales collateral, landing page design, newsletters, or onboarding materials. His landing-page work is CRO/campaign-oriented, not design execution."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "boustanycharles_at_gmail_com",
"email": "boustanycharles@gmail.com",
"name": "Charles Boustany",
"score": 35,
"passes_all_hard": false,
"summary": "Charles is a Fractional CMO / growth architect with strong DTC ecommerce, paid media, CRO, and lifecycle/retention experience — but this role is for a hands-on, execution-focused graphic designer producing ongoing marketing assets (web graphics, sales collateral, landing pages, newsletters, onboarding materials). His profile shows leadership, strategy, and creative *direction*, not personal graphic design production. He is classified as CMO and Growth Marketer, not a designer, and offers no portfolio or evidence of building production-ready design assets. He fails both HARD requirements.",
"synthesis_quote": "Fractional CMO and growth architect with a proven track record scaling DTC, service, and digital-first brands to 7 and 8 figures.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Roles: CMO, Growth Marketer; skills include 'Creative direction' but no graphic design production skills listed.",
"rationale": "The role needs an execution-focused graphic designer producing marketing assets. Charles directs creative and manages designers ('Formed key partnerships with... designers'; 'Directed creative production') but does not personally produce design assets. Both HARD design requirements are unmet."
},
"functional_expertise": {
"score": 15,
"weight": 20,
"evidence": "'Directed creative production (content shoot days, brand identity, and CRO assets)'; tools list Canva and Photoshop.",
"rationale": "Core function is marketing graphic design. He has adjacent creative-direction exposure and lists Canva/Photoshop as tools, but there is no depth or specificity in hands-on design production. His depth is in growth/paid/CRO, a different lane."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "'Co-founded Operexx... growth agency serving 100+ brands'; DTC/ecom focus; industries include 'Marketing Agencies' and 'Ecommerce'; tools include 'Amazon'.",
"rationale": "Strong agency + DTC/eCommerce background aligns well with the nice-to-have industry context (Amazon marketing agency serving premium DTC brands)."
},
"hands_on_execution": {
"score": 20,
"weight": 15,
"evidence": "'Managed a 25+ person cross-functional team'; 'Directed external agencies across paid media, branding and creative'; 'Led both client strategy and internal product development'.",
"rationale": "Role needs an operator who personally builds design assets. His hands-on work is in media buying, funnels, CRO, and email flows — plus significant team/agency management. No evidence of personally producing graphic design deliverables."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "'Led strategy offer pivots for clients, covering pricing, product strategy'; 'Advised on brand positioning, offer strategy, creative direction, and customer journey design'.",
"rationale": "Strong strategic diagnosis and prioritization judgment, though this is not the primary need for an execution-focused design role."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "Tools include 'Canva', 'Photoshop', 'Landing page tools (Instapage, Unbounce)', 'Email tools (Klaviyo, Mailchimp)'.",
"rationale": "Lists Canva and Photoshop plus landing-page and email tools relevant to asset formats, but no design suite depth (e.g., Figma, Illustrator, InDesign) or evidence of using these tools to produce design assets."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "'Regularly reported on key metrics including ROAS, MER, AOV, CR'; 'Launched CRO frameworks used across 50+ sites, including testing protocols'.",
"rationale": "Strong measurement/experimentation instincts, but oriented to growth performance rather than design asset iteration."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "'preferred_hourly_pay_rate: $80/hr'; 'has_availability: true'; location 'Montreal, Quebec'.",
"rationale": "Available and AMER-friendly timezone. At $80/hr a $5-7k/month retainer implies ~60-90 hrs/month, workable — but rate reflects senior CMO positioning, likely misaligned with a production design retainer."
}
},
"final_score_rationale": "The dominant driver is a HARD requirement failure: this is an execution-focused marketing graphic designer role, and Charles is a Fractional CMO / Growth Marketer with no evidence of personally producing graphic design assets. His strengths (paid media, CRO, lifecycle, offer strategy, agency leadership) are in a different lane and are not transferable to the design production requirement. He gets meaningful credit for agency/DTC industry relevance and strong strategy/measurement judgment, and modest tool credit for listing Canva/Photoshop, but these cannot offset the core mismatch. Both req-001 (asset production) and req-002 (versatile design execution across formats) fail.",
"evidence_snippets": [
"Fractional CMO and growth architect with a proven track record scaling DTC, service, and digital-first brands to 7 and 8 figures.",
"roles: CMO, Growth Marketer",
"Directed creative production (content shoot days, brand identity, and CRO assets) to fuel ad campaigns",
"Formed key partnerships with devs, designers, influencers, and consultants",
"Managed a 25+ person cross-functional team spanning paid media, email and lifecycle marketing, UX/CRO, merchandising, and creative strategy",
"tools: Canva, Photoshop, Landing page tools, Email tools (Klaviyo)",
"Roles: CMO, Growth Marketer; skills include 'Creative direction' but no graphic design production skills listed.",
"'Directed creative production (content shoot days, brand identity, and CRO assets)'; tools list Canva and Photoshop."
],
"three_rs": {
"role_fit": "Poor. Role wants a hands-on graphic designer; candidate is a strategic CMO/growth leader who directs (not produces) creative.",
"readiness": "Available with active status and AMER timezone, but no design portfolio or production evidence to onboard quickly as a designer.",
"risk": "High risk of mismatch — candidate would likely operate as a strategist/manager, not deliver production-ready design assets; rate reflects senior advisory positioning."
},
"match_reasons": [
{
"reason": "Strong agency and DTC/eCommerce background matches the industry context",
"evidence": "Co-founded Operexx, a growth agency 'serving 100+ brands'; industries include Marketing Agencies and Ecommerce"
},
{
"reason": "Creative-direction and brand exposure (adjacent, not core)",
"evidence": "'Advised on brand positioning, offer strategy, creative direction'"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence the candidate personally produces marketing design assets. Classified as CMO and Growth Marketer; work history shows directing creative and managing designers, not producing production-ready graphics.",
"req-002 (Versatile across formats — web, sales, email, collateral): No evidence of executing graphic design deliverables across website graphics, sales collateral, landing page design, or newsletter layouts; involvement is strategic/managerial (funnels, CRO, media buying)."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "gtharris88_at_gmail_com",
"email": "gtharris88@gmail.com",
"name": "Glenn Harris",
"score": 38,
"passes_all_hard": false,
"summary": "Glenn is a strong email/lifecycle marketer, not a marketing graphic designer. His profile centers on CRM, A/B testing, copywriting, and lifecycle strategy for email/SMS. Design shows up only as \"Graphic design (basic)\" and Photoshop/Canva/Figma tools, and notably he repeatedly PARTNERS WITH external agencies/designers to produce creative assets rather than executing design himself. He does not meet the HARD requirements for hands-on marketing asset production across web, sales, email, and collateral formats.",
"synthesis_quote": "Partnered with an external creative agency to create new marketing assets, including 6 emails, 4 test content modules, and 6 SMS messages",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "skills list: \"Graphic design (basic)\"; work: \"Partnered with an external creative agency to create new marketing assets\"; \"managed... graphic designer to produce new identity assets\"",
"rationale": "The role HARD-requires an execution-focused graphic designer producing ongoing marketing assets. Glenn self-classifies design as 'basic' and consistently delegates actual design work to external agencies/designers. No portfolio of self-produced marketing design assets. Fails req-001 and req-002."
},
"functional_expertise": {
"score": 22,
"weight": 20,
"evidence": "\"Graphic design (basic)\"; roles: \"Email Marketer\"; primary_specialty: Email Marketing",
"rationale": "His deep functional expertise is email/lifecycle marketing, not graphic design. Design expertise is explicitly basic. The role's core function (visual asset production) is not his lane, so functional-expertise credit is minimal despite strong marketing depth elsewhere."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: \"Ecommerce\", \"Marketplaces\"; audiences: \"Businesses (B2B)\", \"Consumers (B2C)\"",
"rationale": "Has Ecommerce/DTC-adjacent and B2B/B2C exposure (Hinge Health, iFit, HP), which loosely matches the agency's DTC/eComm client base. But relevance is to marketing strategy, not to agency design production."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "\"Managed and partnered with an external agency to create new marketing assets\"; \"managed... graphic designer to produce new identity assets\"; \"Built 8 new email templates in Iterable\"",
"rationale": "He is hands-on with email templates, copy, testing, and strategy, but for actual graphic/creative assets he directs and partners with agencies and designers. The role needs a design operator who personally builds assets; his execution is in a different discipline."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "\"Led key Member Onboarding project, including lifecycle strategy... segmentation\"; \"Conducted growth lever opportunity sizing... revenue forecasting\"",
"rationale": "Genuinely strong marketing strategy, prioritization, and testing judgment. But this is lifecycle/CRM strategy, only partially transferable to a production-design role that primarily needs execution."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "tools: \"Design tools (Photoshop, Canva, etc)\"; matched terms include \"figma\", \"canva\"; \"Testing tools (Litmus, Email on Acid)\"",
"rationale": "Lists Photoshop/Canva/Figma, which are relevant design tools, giving partial fit. But most of his tool depth (Iterable, Mailchimp, Salesforce, Litmus) is email-stack, not the design production workflow the role centers on."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "\"203% lift in CTR and a 214% lift in renewal conversions\"; \"Defined funnel and session-related KPIs and delivered reporting frameworks\"",
"rationale": "Excellent measurement/optimization track record with strong quantified results. Valuable in general, though the design role is production-focused and does not lean heavily on this dimension."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $110/hr; location: San Francisco, US",
"rationale": "Active with availability and US-based (good timezone). However $110/hr implies a rate well above the $5-7k/month designer retainer, and he's positioned as a senior email marketer, not a production designer."
}
},
"final_score_rationale": "The dominant driver is a HARD-requirement failure: this role needs an execution-focused marketing graphic designer, and Glenn is an email/lifecycle marketer whose design skill is self-classified as 'basic' and who repeatedly outsources creative production to agencies and designers. That sinks hard_requirements_fit, functional_expertise, and hands_on_execution—the three highest-weighted dimensions for this role. He earns partial credit for owning design tools (Photoshop/Canva/Figma), Ecommerce/B2C exposure, and strong measurement/strategy chops, but those belong to a different marketing lane and cannot be transferred to satisfy a design-production brief. passes_all_hard is false.",
"evidence_snippets": [
"skills: \"Graphic design (basic)\"",
"\"Partnered with an external creative agency to create new marketing assets, including 6 emails, 4 test content modules, and 6 SMS messages\"",
"\"managed... graphic designer to produce new identity assets\"",
"roles: \"Email Marketer\"; primary_specialty: Email Marketing",
"tools: \"Design tools (Photoshop, Canva, etc)\"",
"\"203% lift in CTR and a 214% lift in renewal conversions\"",
"Partnered with an external creative agency to create new marketing assets, including 6 emails, 4 test content modules, and 6 SMS messages",
"skills list: \"Graphic design (basic)\"; work: \"Partnered with an external creative agency to create new marketing assets\"; \"managed... graphic designer to produce new identity assets\""
],
"three_rs": {
"reject": "Not a graphic designer — an email/lifecycle marketer with only 'basic' design who outsources creative production.",
"reason": "Fails both HARD design requirements (asset production and cross-format design execution); strengths are in a non-transferable lane.",
"recommend": "Better suited for an email/CRM/lifecycle marketing role; not a fit for a production-focused graphic designer retainer."
},
"match_reasons": [
{
"reason": "Owns core design tools relevant to the role",
"evidence": "tools: \"Design tools (Photoshop, Canva, etc)\"; matched terms \"figma\", \"canva\""
},
{
"reason": "Some DTC/Ecommerce and B2C/B2B audience exposure",
"evidence": "industries: \"Ecommerce\", \"Marketplaces\"; audiences: B2B, B2C"
},
{
"reason": "Familiar with newsletter/email asset workflows conceptually",
"evidence": "\"Built 8 new email templates in Iterable\"; matched terms \"newsletters\", \"email design\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): Fails. Design self-classified as 'Graphic design (basic)'; no evidence of personally producing ongoing marketing design assets — he manages/partners with agencies and designers instead.",
"req-002 (Versatile across formats — web, sales, email, collateral): Fails. No portfolio evidence of executing website graphics, sales collateral, or landing page design; his execution is email copy/templates and lifecycle strategy, not multi-format graphic design."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "karan_nanda_at_hotmail_com",
"email": "karan_nanda@hotmail.com",
"name": "Karan Nanda",
"score": 34,
"passes_all_hard": false,
"summary": "Karan Nanda is a senior email/lifecycle marketing and marketing automation specialist, not a marketing graphic designer. His profile is dominated by email programs, CRM/automation platforms (Marketo, Pardot, HubSpot, Salesforce), deliverability, and campaign analytics. While he touches design-adjacent work (HTML/CSS email templates, landing page updates, Figma/Photoshop/Canva in tool lists), there is no evidence of producing versatile marketing graphic design assets (website graphics, sales collateral, branded design systems) as a core function. This role needs an execution-focused graphic designer, and Karan fails the two HARD design requirements.",
"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": 15,
"weight": 25,
"evidence": "primary_specialty: Email Marketing; roles: Marketing Automation, Email Marketer; \"Create and edit emails using HTML within existing Marketo templates (no coding from scratch).\"",
"rationale": "The two HARD requirements are marketing graphic design (asset production) and versatility across web/sales/email/collateral formats. Karan is an email/automation marketer, not a graphic designer. He edits within existing templates and updates landing pages via HTML/CSS but shows no evidence of originating marketing graphic design across formats. Both HARD requirements fail."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "\"Applied his HTML/CSS skills to update and improve the design and functionality of email templates and associated landing pages\"; tools: Figma, Photoshop, Canva listed.",
"rationale": "Core function requested is graphic design. Karan's functional depth is in email marketing and automation, not design. Only tangential design-adjacent HTML/CSS template edits appear; no portfolio of produced marketing graphics, sales collateral, or branded web design. Very weak against the actual function."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: Ecommerce, Marketing Agencies, Software & Tech; \"Ink Factory Studio... visual communications agency... primarily B2B.\"",
"rationale": "He has Ecommerce and Marketing Agency exposure, which is relevant to the DTC/agency nice-to-have context, but his role in those settings was email, not design. Partial credit for industry adjacency only."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "\"Led execution of 40–60+ monthly campaigns in Marketo\"; \"Skilled in owning and executing complex email workflows end-to-end.\"",
"rationale": "Karan is clearly a hands-on operator and self-directed executor — but of email/automation work, not design asset production. Execution muscle exists but is in the wrong lane, so it does not transfer to producing marketing graphics."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "\"Optimized campaigns via A/B testing, cutting cost per lead 30%\"; \"Crafted niche B2B messaging strategy, raising open rates 32%.\"",
"rationale": "Shows solid marketing strategy and testing judgment, but focused on lifecycle/email, not creative/design judgment or brand system application. Generic transferable strategy value only."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "tools: Figma, Photoshop, Canva, Mailchimp, HubSpot, Marketo, Pardot, Salesforce, Zapier.",
"rationale": "Design tools (Figma, Photoshop, Canva) appear in matched terms/tool lists, but there is no evidence of substantive use for graphic production; his demonstrated stack is ESP/CRM/automation. Low fit for a design role's core tooling expectations."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"Conduct A/B & multivariate testing to refine campaign elements\"; \"Prepare regular performance reports and QBRs\"; \"Oversee and refine attribution reporting.\"",
"rationale": "Strong measurement and optimization habits, though centered on email/campaign KPIs rather than design performance. Partial relevance since asset production benefits from performance iteration."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $60/hr; location: Guelph, Ontario, CA.",
"rationale": "Active with availability and North American timezone fit. $60/hr implies roughly a mid-range monthly cost that could sit within the $5-7k retainer band, so budget/availability is workable — but this is a soft factor and does not offset the design mismatch."
}
},
"final_score_rationale": "The dominant driver is a fundamental function mismatch: this is an execution-focused marketing graphic designer role, and Karan is a senior email/lifecycle/marketing-automation specialist. Both HARD requirements (marketing graphic design asset production; versatility across web/sales/email/collateral design) fail because his profile shows editing within existing email templates and HTML/CSS landing page tweaks rather than originating graphic design assets. Design tools (Figma, Photoshop, Canva) appear only as list items with no production evidence. He earns partial credit for hands-on execution habits, marketing strategy/testing judgment, measurement discipline, ecommerce/agency industry adjacency, and workable availability/budget — but none of these transfer to the core design need. Net: low score, does not pass hard requirements.",
"evidence_snippets": [
"primary_specialty: Email Marketing; roles: Marketing Automation, Email Marketer",
"Create and edit emails using HTML within existing Marketo templates (no coding from scratch).",
"Applied his HTML/CSS skills to update and improve the design and functionality of email templates and associated landing pages",
"Led execution of 40–60+ monthly campaigns in Marketo supporting multi-channel lifecycle marketing.",
"tools: ActiveCampaign, Campaign Monitor, Google Analytics, HubSpot, Mailchimp, Pardot, Salesforce, Zapier",
"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.",
"primary_specialty: Email Marketing; roles: Marketing Automation, Email Marketer; \"Create and edit emails using HTML within existing Marketo templates (no coding from scratch).\""
],
"three_rs": {
"reject_reason": "Core function mismatch: candidate is an email/lifecycle marketing automation specialist, not a marketing graphic designer. Fails both HARD design requirements.",
"recommend_reason": "Not recommended for this graphic designer role; would be a strong candidate for an email/lifecycle/marketing-automation brief instead.",
"risk_reason": "High risk of inability to produce versatile, on-brand marketing design assets (website graphics, sales collateral, branded systems); design-tool listings are unsupported by production evidence."
},
"match_reasons": [
{
"reason": "Ecommerce and marketing-agency industry exposure aligns loosely with the DTC/agency context.",
"evidence": "industries: Ecommerce, Marketing Agencies, Software & Tech"
},
{
"reason": "Hands-on, self-directed executor able to run high-volume production workflows (though in email, not design).",
"evidence": "Led execution of 40–60+ monthly campaigns in Marketo... 99%+ on-time campaign deployment"
},
{
"reason": "Email/newsletter familiarity relevant to one preferred channel of the role.",
"evidence": "\"40% increase in qualified leads through tailored email newsletters\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Candidate's demonstrated work is email marketing and marketing automation; he edits within existing templates and reports 'no coding from scratch.' No evidence of originating marketing graphic design assets.",
"req-002 (Versatile across web, sales, email, collateral design): FAILS. No evidence of designing website graphics, sales collateral, or client onboarding materials as visual design; only HTML/CSS email template and landing page edits appear. Design tools (Figma/Photoshop/Canva) are listed without production proof."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "mslatts63_at_gmail_com",
"email": "mslatts63@gmail.com",
"name": "Michelle Slattery",
"score": 36,
"passes_all_hard": false,
"summary": "Michelle is an email marketing specialist with strong DTC/eCommerce experience (Goby, Tarte, Oribe, adwoa beauty), not a marketing graphic designer. Her only design-relevant skill is self-described \"Graphic design (basic)\" plus drag-and-drop email template development. The role requires an execution-focused, versatile marketing graphic designer producing production-ready assets across web, sales collateral, landing pages, newsletters, and onboarding materials. Her profile shows no portfolio of produced marketing design assets, no design tools (Figma, Adobe Creative Suite), and no evidence of applying a brand style guide to visual deliverables. She fails the two HARD design requirements.",
"synthesis_quote": "Graphic design (basic)",
"weighted_scores": {
"hard_requirements_fit": {
"score": 18,
"weight": 25,
"evidence": "skills list: \"Graphic design (basic)\"; role: \"Email Marketer\"; tools: Klaviyo, Attentive, Campaign Monitor, Shopify",
"rationale": "HARD req-001 (marketing graphic design asset production) and req-002 (versatile across web/sales/email/collateral design) are not met. Candidate self-rates design as 'basic' and is classified as an Email Marketer. No evidence of producing website graphics, sales collateral, or landing page design. Only email/newsletter design (via drag-and-drop templates) is plausible."
},
"functional_expertise": {
"score": 22,
"weight": 20,
"evidence": "\"Template development (drag and drop)\", \"Graphic design (basic)\"; deep expertise in email marketing not visual design",
"rationale": "Core function requested is graphic design/asset production. Candidate's functional depth is in email marketing/lifecycle, not visual design. Only weak, self-declared basic design capability applies to this role."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "industries: \"Ecommerce\", \"Marketing Agencies\"; DTC brands Goby, adwoa beauty, West & Willow; audiences: \"Consumers (B2C)\"",
"rationale": "Strong DTC/eCommerce and marketing-agency-adjacent background aligns with the nice-to-have (req-006). This is the candidate's strongest relevant dimension, though it is design-agnostic."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "\"created over 10 new customer segments\", \"development of 5 automated email sequences\"; hands-on email operator",
"rationale": "Clearly a hands-on operator, but the execution is in email marketing, not design asset production. Some transfer via building email templates, but no evidence she personally designs the range of marketing assets required."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "\"developed a new brand strategy that doubled the target market\"; \"building an email marketing program from the ground up\"",
"rationale": "Shows solid marketing strategy and program-building judgment, but this role is execution-focused design, not strategy. Judgment is relevant only insofar as on-brand consistency; limited direct design-judgment evidence."
},
"tool_platform_fit": {
"score": 20,
"weight": 8,
"evidence": "tools: Attentive, Campaign Monitor, Klaviyo, Shopify, Mailchimp, Google Analytics",
"rationale": "Tools are email/ESP/analytics platforms. No design tools (Figma, Adobe Photoshop/Illustrator/InDesign, Canva) listed, which are strongly implied for a marketing graphic designer."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"over 100% increase in email revenue\", \"expanding the email list by 233%\", \"A/B testing\"",
"rationale": "Strong measurement and optimization instincts, but applied to email KPIs rather than design performance. Modestly relevant (e.g., LP/email test iteration) but not the core need."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $65/hr; has_availability: false",
"rationale": "$65/hr is within a $5-7k/month retainer range, but has_availability is false, which conflicts with the immediate/fast-start preference (req-007)."
}
},
"final_score_rationale": "The dominant driver is failure of both HARD requirements: this is a marketing graphic design production role, and Michelle is an email marketing specialist whose only design skill is self-rated \"basic.\" No design portfolio, no design tools, and no evidence of producing website graphics, sales collateral, or landing page design. Her genuine strengths (DTC/eCommerce industry fit, email KPI optimization, program building) are in a different marketing lane and cannot be transferred to satisfy the design requirement. Availability is also flagged false. Industry relevance and email/newsletter design provide the only partial credit.",
"evidence_snippets": [
"skills: \"Graphic design (basic)\"",
"roles: \"Email Marketer\"",
"\"Template development (drag and drop)\"",
"\"over 100% increase in email revenue, expanding the email list by 233%\"",
"tools: Attentive (SMS), Campaign Monitor, Klaviyo, Shopify",
"has_availability: false",
"Graphic design (basic)",
"skills list: \"Graphic design (basic)\"; role: \"Email Marketer\"; tools: Klaviyo, Attentive, Campaign Monitor, Shopify"
],
"three_rs": {
"role_fit": "Poor fit: candidate is an email marketer, not a marketing graphic designer; the core HARD design requirements are unmet.",
"readiness": "Availability flagged false, conflicting with the immediate-start preference.",
"relevance": "Strong DTC/eCommerce and agency-adjacent industry relevance, but only email-lane skills transfer; design capability is 'basic.'"
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and marketing-agency industry background relevant to nice-to-have req-006",
"evidence": "industries: \"Ecommerce\", \"Marketing Agencies\"; DTC brands Goby, adwoa beauty, West & Willow"
},
{
"reason": "Plausible email/newsletter design via drag-and-drop templates (partial req-008)",
"evidence": "\"Template development (drag and drop)\""
}
],
"hard_fail_reasons": [
"req-001 FAIL: Role requires an execution-focused marketing graphic designer producing ongoing production-ready assets; candidate is classified as an Email Marketer with only self-rated 'Graphic design (basic)' and no design portfolio or design tools.",
"req-002 FAIL: Role requires versatile design across website graphics, sales collateral, landing pages, newsletters, and onboarding materials; no evidence of producing web, sales, or collateral design assets — only email template work."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "andreylucha_at_gmail_com",
"email": "andreylucha@gmail.com",
"name": "Andre Lucha",
"score": 37,
"passes_all_hard": false,
"summary": "Andre is a senior growth/e-commerce marketing executive (VP-level) with deep experience in paid media, CRM, SEO/SEM, lifecycle, and DTC growth strategy across brands like Clearly, FitTrack, and SSENSE. However, this role needs an execution-focused, hands-on marketing graphic designer producing web, sales, email, and collateral assets on an ongoing retainer. The profile lists \"Graphic design\" as a single skill line but provides zero portfolio, tooling, or hands-on evidence of producing design assets. His demonstrated strength is growth strategy and leadership, not asset production. This is a fundamentally different lane, so he fails the HARD design requirements.",
"synthesis_quote": "Marketing Executive with 15+ years' global experience in Web3 and Digital Commerce. Drove $700M+ in revenue, managed $120M+ budgets, scaled brands globally, led teams of 25.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 15,
"weight": 25,
"evidence": "Skills list includes \"Graphic design\" but all work history describes growth/e-commerce leadership (\"VP of Growth and ECommerce\", \"managed a digital marketing budget of $20 million\"); no evidence of producing marketing design assets.",
"rationale": "The HARD requirements are execution-focused marketing graphic design and versatility across web/sales/email/collateral formats. A lone skill tag with no supporting design work, portfolio, or tool evidence does not satisfy these. He is a strategist/operator in a different discipline."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "No design deliverables described; expertise is \"conversion rate optimization, A/B testing, and cohort analysis\" and channel management, not visual/graphic asset creation.",
"rationale": "Core function requested is graphic design production. His functional depth is in growth marketing, not design craft. Almost no relevant functional evidence."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "\"SSENSE, an online luxury direct-to-consumer fashion brand\"; \"Clearly, a D2C eyewear retailer\"; DTC apparel work at Mommy and Me Swag; industries include Marketing Agencies and Ecommerce.",
"rationale": "Strong DTC/eCommerce and agency-adjacent industry exposure aligns with the nice-to-have context, though that relevance can't offset the missing design function."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "Profile centers on leading teams (\"led a team of 15\", \"led a team of 20\") and directing channels rather than personally producing assets; execution shown is campaign/analytics, not design output.",
"rationale": "Role needs a personal operator producing design assets. His hands-on evidence is in analytics/campaign execution and largely leadership/delegation, not design production."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "\"integrated the Match Market incremental omnichannel ROAS attribution model, which led to a 20% year-over-year decrease in customer acquisition costs\"; new product launches and GTM strategy.",
"rationale": "Clear strategic diagnosis and planning ability, but this is growth strategy judgment, not the design/creative judgment the role centers on."
},
"tool_platform_fit": {
"score": 25,
"weight": 8,
"evidence": "Tools listed are analytics/ad/CRM/ESP: \"Google Analytics\", \"Klaviyo\", \"Search Ads 360\", \"HubSpot\"; seed matched \"figma\" but profile shows no Adobe Creative Suite/Figma design tooling in work history.",
"rationale": "Role strongly implies design tools (Adobe CC, Figma, Canva). His stack is marketing/analytics tooling; no substantive design platform evidence."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "\"A/B testing, Conversion Rate Optimization (CRO)... 10% increase in customer Lifetime Value\"; attribution modeling and CAC reduction.",
"rationale": "Strong measurement/optimization discipline, though oriented to performance marketing rather than iterating on design asset performance."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"has_availability: true\"; \"preferred_hourly_pay_rate: $75/hr\"; located Vancouver (AMER-friendly timezone).",
"rationale": "Available and timezone-friendly. At $75/hr a full retainer could exceed the $5-7k/mo band, and his seniority is misaligned with an execution-designer budget."
}
},
"final_score_rationale": "Biggest penalty: the role's HARD requirements (execution-focused marketing graphic design; versatility across web/sales/email/collateral) are essentially unmet. Despite a \"Graphic design\" skill tag, every work-history entry describes growth/e-commerce leadership and performance marketing—there is no design portfolio, no Adobe/Figma design work, and no evidence of producing production-ready marketing assets. Modest positives (DTC/agency industry relevance, strong strategy and measurement) come from a different marketing lane and cannot be transferred to a hands-on design production need. He also skews far more senior/strategic than an ongoing execution-designer retainer.",
"evidence_snippets": [
"VP of Growth and ECommerce at Clearly... managed a digital marketing budget of $20 million",
"led a team of 15 and executed ROI-focused strategies across multiple channels",
"transitioned CRM management to Klaviyo, overseeing a subscriber base of over 6 million",
"SSENSE, an online luxury direct-to-consumer fashion brand",
"skills: ... Graphic design ... (single line, no supporting work history)",
"preferred_hourly_pay_rate: $75/hr",
"Marketing Executive with 15+ years' global experience in Web3 and Digital Commerce. Drove $700M+ in revenue, managed $120M+ budgets, scaled brands globally, led teams of 25.",
"Skills list includes \"Graphic design\" but all work history describes growth/e-commerce leadership (\"VP of Growth and ECommerce\", \"managed a digital marketing budget of $20 million\"); no evidence of producing marketing design assets."
],
"three_rs": {
"role_fit": "Poor. Seeking a hands-on marketing graphic designer; candidate is a senior growth/e-commerce marketing executive with no demonstrated design production.",
"readiness": "Available with active status and AMER timezone, but not ready for a design-production engagement.",
"risk": "High risk of mismatch: no design portfolio/tooling evidence, and seniority/rate misaligned with an execution-designer retainer."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and agency industry exposure",
"evidence": "\"Clearly, a D2C eyewear retailer\"; \"SSENSE, an online luxury direct-to-consumer fashion brand\""
},
{
"reason": "Solid measurement and optimization discipline",
"evidence": "\"A/B testing, Conversion Rate Optimization (CRO)... 10% increase in customer Lifetime Value\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design asset production): Fails. No evidence of producing marketing design assets; all history is growth/e-commerce leadership. Only a lone \"Graphic design\" skill tag with no supporting work.",
"req-002 (Versatile across web/sales/email/collateral design): Fails. No design deliverables in web graphics, sales collateral, landing page design, or newsletter/email design are shown; email/newsletter work is campaign management, not asset design."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "addicted2ppc_at_gmail_com",
"email": "addicted2ppc@gmail.com",
"name": "Esteban Martinez",
"score": 22,
"passes_all_hard": false,
"summary": "Esteban is a seasoned paid search / performance marketer and marketing analyst with a decade of PPC, SEO, email, and DTC ecommerce experience. However, this role calls for an execution-focused marketing GRAPHIC DESIGNER who personally produces on-brand visual assets across web, sales collateral, landing pages, and newsletters. Nothing in his profile shows graphic design production, design tools (Figma, Adobe Creative Suite, Canva), or visual asset creation. He fails both HARD requirements.",
"synthesis_quote": "Specialising in paid and organic search, email marketing and social media campaigns.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 5,
"weight": 25,
"evidence": "roles: Paid Search Marketer, Marketing Analyst; skills: Data analytics, Landing page optimization, Lead generation",
"rationale": "The two HARD requirements are marketing graphic design asset production and versatility across web/sales/email/collateral design formats. His profile shows no graphic design work, no design tools, and no visual asset production. He is a PPC/analytics operator, not a designer."
},
"functional_expertise": {
"score": 3,
"weight": 20,
"evidence": "Over 10 years experience in planning, implementing and analysing the effectiveness of marketing campaigns; specialising in paid and organic search",
"rationale": "Deep expertise exists but in a completely different function (paid media/analytics), not graphic design. No design portfolio, craft, or production evidence."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "diviofficial.com is a fast growing haircare company; industries include Ecommerce, Marketing Agencies; Marketing Analyst at Tushy (E-commerce)",
"rationale": "He has genuine DTC/ecommerce and marketing-agency background (Active Online Marketing Group, Divi, Tushy), which matches the nice-to-have industry context. But this is the only relevant thread."
},
"hands_on_execution": {
"score": 20,
"weight": 15,
"evidence": "Launched Performance Max campaigns; Google Shopping Optimization; Enhanced product titles, descriptions",
"rationale": "He is clearly a hands-on operator, but in PPC campaign execution and analytics — not in designing or shipping marketing graphics. The role needs a hands-on designer, which he is not."
},
"strategy_and_judgment": {
"score": 40,
"weight": 10,
"evidence": "bespoke strategy built towards increasing ROI; The CEO is a big believer in experimentation... A/B test their whole company",
"rationale": "Shows strategic and testing judgment in performance marketing, but none applied to design/creative direction or brand-consistent asset planning."
},
"tool_platform_fit": {
"score": 5,
"weight": 8,
"evidence": "tools: Bing Adcenter, Doubleclick, Google Adwords, Google Analytics, SEM Rush, Spyfu, Unbounce",
"rationale": "All tools are ad platforms and analytics. No design software (Adobe CS, Figma, Canva) or ESP design tooling. Unbounce is landing-page focused but not graphic design."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "Reduced cost per acquisition (CPA) by 27%; Achieved a PPC return on ad spend (ROAS) of 8.1x; +51% increase in average Customer Lifetime Value",
"rationale": "Strong measurement and optimization instincts with concrete KPI results, but oriented to media/LTV rather than design performance. Only tangentially relevant."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "has_availability: true; preferred_hourly_pay_rate: $65/hr; location: Burgess Hill, GB",
"rationale": "Available and $65/hr could fit the $5-7k/month band, but UK timezone is a soft mismatch for a US agency and availability doesn't offset the core skill gap."
}
},
"final_score_rationale": "The dominant driver is a hard-requirement failure: this is a marketing graphic designer production role, and Esteban's entire profile is paid search, PPC, SEO, and marketing analytics. There is zero evidence of graphic design production, design tools, or visual asset creation. Both HARD requirements (asset production and cross-format design versatility) fail. His DTC/ecommerce and agency background provides mild industry relevance and his measurement chops are strong, but neither transfers to the core design function the role requires. Do not reward the detailed PPC evidence — it is the wrong lane.",
"evidence_snippets": [
"specialising in paid and organic search, email marketing and social media campaigns",
"roles: Paid Search Marketer, Marketing Analyst",
"tools: Bing Adcenter, Doubleclick, Google Adwords, Google Analytics, SEM Rush, Spyfu, Unbounce",
"Achieved a PPC return on ad spend (ROAS) of 8.1x across strategic product-launch campaigns",
"diviofficial.com is a fast growing haircare company... they serve mostly women 18-35",
"Specialising in paid and organic search, email marketing and social media campaigns.",
"roles: Paid Search Marketer, Marketing Analyst; skills: Data analytics, Landing page optimization, Lead generation",
"Over 10 years experience in planning, implementing and analysing the effectiveness of marketing campaigns; specialising in paid and organic search"
],
"three_rs": {
"role_fit": "Wrong role: candidate is a paid search marketer / analyst, not a graphic designer.",
"readiness": "Available with stated rate, but not ready for a design production role.",
"relevance": "Only DTC/ecommerce industry context is relevant; core design skill absent."
},
"match_reasons": [
{
"reason": "DTC/ecommerce and marketing agency background",
"evidence": "Co-founder of Active Online Marketing Group... digital marketing agency; Marketing Analyst at Tushy (E-commerce)"
},
{
"reason": "Strong measurement and optimization track record",
"evidence": "Reduced cost per acquisition (CPA) by 27%; +51% increase in average Customer Lifetime Value"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing graphic assets. Profile is entirely paid search, SEO, and analytics.",
"req-002 (Versatile across web/sales/email/collateral design formats): No graphic design work in any format; no design tools (Adobe, Figma, Canva) listed. Cannot execute visual asset production."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "gloria_at_roguestories_com",
"email": "gloria@roguestories.com",
"name": "Gloria Chik",
"score": 55,
"passes_all_hard": false,
"summary": "Gloria is a seasoned growth/ecommerce marketer with strong DTC, email (Klaviyo), paid media, and CRO experience. She lists \"Graphic design\" as a skill and uses Canva, Photoshop, and Illustrator, and references paid creative design. However, her profile positions her as a growth marketer and creative director, not a production-focused marketing graphic designer. There is no portfolio or concrete evidence of high-volume, versatile marketing asset production across web/sales/email/collateral, which is the core HARD requirement for this execution-focused design role. She would fit a growth marketer brief far better than a dedicated graphic designer retainer.",
"synthesis_quote": "A seasoned digital and growth marketer with roots in ecommerce, content, social media, and creative.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "skills: Graphic design; tools: Canva, Photoshop; \"Paid Creative design\"; \"Meta Creative\"",
"rationale": "Design appears as a supporting skill within growth roles (paid creative, brand/product design at diink), not as dedicated marketing asset production. No evidence of producing sales collateral, landing page graphics, newsletters, or onboarding materials as a primary output. The core HARD requirement (execution-focused marketing graphic designer) is only weakly and indirectly supported."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "\"Head of Growth and Creative Director at diink pickleball ... branding and product design\"; \"Paid Creative design\"",
"rationale": "Creative work exists but is embedded in growth/paid-media contexts. No depth or specificity on marketing graphic design craft, layout systems, or asset production volume. Functional core of this role (design production) is under-evidenced."
},
"industry_audience_relevance": {
"score": 75,
"weight": 12,
"evidence": "industries: Ecommerce, Marketing Agencies; \"DTC Brands: Daily Practice, Scamper & Co ... Lemon Collections\"; expanding a brand \"beyond Amazon\"",
"rationale": "Strong DTC/eCommerce and agency-adjacent background matches the PREFERRED nice-to-have. Even direct Amazon reference (AlongFit) is relevant to this Amazon marketing agency."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "\"Relaunched Meta paid creative\"; \"Managed paid media content and creative\"; \"D2C Website set up - brand shoot\"",
"rationale": "Clearly a hands-on operator, but the hands-on work is predominantly growth/paid/email execution rather than graphic design deliverables. Some creative production hands-on but not focused asset production."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "\"overhauling their entire paid media strategy\"; \"Comprehensive Strategy Overhaul\"; CRO audit at Pehr",
"rationale": "Demonstrates solid marketing strategy and judgment, though the role is execution-focused design where strategy is secondary."
},
"tool_platform_fit": {
"score": 65,
"weight": 8,
"evidence": "tools: Canva, Photoshop, Illustrator, Landing page tools (Instapage, Unbounce), Email tools (Klaviyo)",
"rationale": "Owns relevant design/landing/email tools. Lacks explicit Figma/InDesign or dedicated design-production workflow evidence, but Photoshop/Illustrator/Canva plus landing page and email tools give reasonable coverage."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"CAC ... as low as $2.32\"; \"4x Return on Ad Spend\"; \"CRO Project / Audit\"",
"rationale": "Strong measurement chops, but oriented to growth/performance metrics rather than design asset iteration. Relevant only tangentially to this design production role."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "has_availability: true; preferred_hourly_pay_rate: $75/hr; location: Toronto (AMER)",
"rationale": "Available and AMER timezone fit. At $75/hr, a ~$6k/month retainer implies ~20 hrs/week, workable but her rate reflects senior growth-marketer positioning rather than production-designer economics."
}
},
"final_score_rationale": "The biggest penalty is on hard_requirements_fit and functional_expertise: this role needs a dedicated, execution-focused marketing graphic designer producing a steady stream of web/sales/email/collateral assets, and Gloria's profile positions her as a growth marketer/creative director whose design work is a supporting element of paid-media and brand initiatives. There is no portfolio evidence of versatile marketing asset production. She scores well on industry/audience relevance (strong DTC/eCommerce and even Amazon exposure) and shows hands-on ability and tool coverage, but those strengths sit in a different lane (growth/performance) that the rubric instructs not to transfer. She fails the two HARD requirements (asset production, format versatility) on evidence, so passes_all_hard is false.",
"evidence_snippets": [
"A seasoned digital and growth marketer with roots in ecommerce, content, social media, and creative.",
"Head of Growth and Creative Director at diink pickleball ... branding and product design",
"Relaunched Meta paid creative to generate CAC ... as low as $13.84",
"skills: Graphic design; tools: Canva, Photoshop, Illustrator",
"DTC Brands: Daily Practice, Scamper & Co, By The Namesake ... Lemon Collections",
"preferred_hourly_pay_rate: $75/hr",
"skills: Graphic design; tools: Canva, Photoshop; \"Paid Creative design\"; \"Meta Creative\"",
"\"Head of Growth and Creative Director at diink pickleball ... branding and product design\"; \"Paid Creative design\""
],
"three_rs": {
"role_fit": "Misaligned: candidate is a growth marketer, not a dedicated marketing graphic designer/production role.",
"readiness": "Available now, AMER timezone, active status.",
"rate": "$75/hr; a $5-7k/month retainer would fund ~15-20 hrs/week, but rate reflects senior growth positioning."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and agency-adjacent industry fit",
"evidence": "DTC Brands: Daily Practice, Scamper & Co ... Lemon Collections; industries include Marketing Agencies"
},
{
"reason": "Some creative/design production exposure",
"evidence": "Head of Growth and Creative Director at diink pickleball ... product design; Paid Creative design"
},
{
"reason": "Relevant design and email/landing tools",
"evidence": "tools: Canva, Photoshop, Illustrator, Landing page tools (Instapage, Unbounce), Klaviyo"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No concrete evidence of ongoing, execution-focused marketing asset production. Design appears only as a supporting skill inside growth/paid-media roles (\"Paid Creative design\", \"branding and product design\"), not as a dedicated design production function.",
"req-002 (Versatile across formats): No evidence of executing across website graphics, sales collateral, landing page design, newsletters, and onboarding materials as design deliverables. Her work spans growth channels, not the required breadth of marketing design formats."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "marina_carroll_us_at_gmail_com",
"email": "marina.carroll.us@gmail.com",
"name": "Marina Carroll",
"score": 33,
"passes_all_hard": false,
"summary": "Marina Carroll is a senior email/CRM lifecycle marketer, not a marketing graphic designer. Her profile is deep in Klaviyo-driven retention, segmentation, automation, and email revenue growth for DTC brands, but shows no evidence of producing marketing graphic assets across web, sales collateral, landing pages, and newsletters. The role requires an execution-focused graphic designer, and Marina's only design-adjacent signals are generic tool listings (Photoshop, Canva, Figma) and email template development, which do not demonstrate versatile visual design production. She fails the two HARD requirements.",
"synthesis_quote": "Own CRM strategy across email and SMS... Built and optimized full-funnel flows in Klaviyo, developed a testing roadmap, and led performance reporting.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 12,
"weight": 25,
"evidence": "roles: Email Marketer; skills center on lifecycle, segmentation, deliverability, ESP migration; no graphic design asset production",
"rationale": "The two HARD requirements are marketing graphic design asset production and versatility across web/sales/email/collateral visual formats. Marina is an email/CRM strategist. Tool list mentions 'Design tools (Photoshop, Canva, etc)' and 'Figma' but there is no evidence she personally designs marketing graphics. Fails both HARD reqs."
},
"functional_expertise": {
"score": 15,
"weight": 20,
"evidence": "primary_specialty: Email Marketing; 'Template development (drag and drop)'",
"rationale": "Core function requested is graphic design. Marina's functional depth is in email/CRM, not visual design. Drag-and-drop template building is not graphic design expertise. Very weak fit for the requested function."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "industries: Ecommerce, Marketing Agencies; 'Verb Energy... is a DTC energy brand'; BYLT Basics, Caraway DTC brands",
"rationale": "Strong DTC/eCommerce and agency-adjacent background, which is the nice-to-have context. This is her one relevant signal, but it applies to a different function than the role needs."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "'Managed end-to-end deployment of emails—QA, testing, scheduling'; 'Built and optimized full-funnel flows in Klaviyo'",
"rationale": "She is clearly a hands-on operator, but as an email/CRM executor, not a graphic asset producer. Execution muscle exists but in the wrong medium for this role."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "'developed a testing roadmap'; 'Built a comprehensive lifecycle roadmap'; 'A/B testing'",
"rationale": "Demonstrates solid marketing strategy and testing judgment, though it is lifecycle/CRM strategy rather than design/creative judgment the role would value."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "tools: 'Design tools (Photoshop, Canva, etc)', Figma, Klaviyo, Mailchimp, Shopify",
"rationale": "Design tools (Photoshop, Canva) and Figma are listed, giving partial nominal fit, but the balance of tooling is email/ESP/analytics. No evidence of actual design workflow output in these tools."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'3x YoY growth in email attribution'; 'increased attributed channel revenue by $7M+'; 'decrease in email bounce rate from 0.48% to 0.21%'",
"rationale": "Strong measurement and optimization track record, but tied to email KPIs rather than design/marketing asset performance."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $65/hr; location US",
"rationale": "Available and US-based; $65/hr is compatible with a $5-7K/month retainer band. Fit is fine, but moot given the functional mismatch."
}
},
"final_score_rationale": "The dominant driver is a fundamental functional mismatch: this is an execution-focused graphic designer role, and Marina is a senior email/CRM lifecycle marketer. Both HARD requirements (marketing graphic design asset production; versatility across web/sales/email/collateral visual formats) are unmet, so passes_all_hard is false and hard_requirements_fit and functional_expertise are heavily penalized. She earns partial credit for relevant DTC/eCommerce industry context, strong hands-on execution and measurement discipline, and nominal presence of design tools (Photoshop, Canva, Figma), but none of that transfers to demonstrated graphic design capability. Overall a low score reflecting wrong-lane strength.",
"evidence_snippets": [
"roles: Email Marketer",
"primary_specialty: Email Marketing",
"Built and optimized full-funnel flows in Klaviyo, developed a testing roadmap",
"increased attributed channel revenue by $7M+",
"tools: Design tools (Photoshop, Canva, etc), Figma",
"Verb Energy... is a DTC energy brand",
"Own CRM strategy across email and SMS... Built and optimized full-funnel flows in Klaviyo, developed a testing roadmap, and led performance reporting.",
"roles: Email Marketer; skills center on lifecycle, segmentation, deliverability, ESP migration; no graphic design asset production"
],
"three_rs": {
"role_fit": "Poor fit: the role needs a hands-on marketing graphic designer; candidate is an email/CRM lifecycle marketer with no design asset production evidence.",
"relevant_experience": "Relevant only in DTC/eCommerce industry context; core experience is email marketing, segmentation, and lifecycle automation, not visual design.",
"red_flags": "Listed as Email Marketer with no bio and no portfolio; design tools appear only as generic capability tags with no design output examples."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and agency industry background",
"evidence": "industries: Ecommerce, Marketing Agencies; 'Verb Energy... is a DTC energy brand'"
},
{
"reason": "Hands-on marketing executor (though in email)",
"evidence": "'Managed end-to-end deployment of emails—QA, testing, scheduling'"
},
{
"reason": "Nominal design tool exposure",
"evidence": "tools: 'Design tools (Photoshop, Canva, etc)', Figma"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design asset production): No evidence of producing marketing graphic assets; candidate is classified as an Email Marketer with lifecycle/CRM specialty. Design tools appear only as generic capability tags.",
"req-002 (Versatile across web/sales/email/collateral formats): No evidence of designing website graphics, sales collateral, landing pages, or newsletter visuals; email work is template/flow build and strategy, not visual design across formats."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "brian_at_briancliette_me",
"email": "brian@briancliette.me",
"name": "Brian Cliette",
"score": 27,
"passes_all_hard": false,
"summary": "Brian is a growth/SEO/CRO marketer with strong performance-marketing experience across DTC wellness and SaaS brands, but he is not a graphic designer. This role needs an execution-focused marketing graphic designer who personally produces visual assets (website graphics, sales collateral, landing page design, newsletters, onboarding materials) within a brand style guide. Brian's profile shows no evidence of hands-on visual design production — no design portfolio, no design tools (Adobe Creative Suite, Figma listed nowhere in tools), no asset-production track record. He fails both HARD requirements.",
"synthesis_quote": "Growth Marketer / SEO Marketer classified in Neon; work history is entirely growth, CRO, SEO, and demand gen — no graphic design asset production.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "Classified roles: 'Growth Marketer', 'SEO Marketer'. No graphic design role, no design tools, no asset-production evidence.",
"rationale": "Both HARD requirements (marketing graphic design asset production; versatility across web/sales/email/collateral design) are unmet. Brian optimizes and strategizes but does not design/produce visual marketing assets. This score must be low and passes_all_hard is false."
},
"functional_expertise": {
"score": 8,
"weight": 20,
"evidence": "Skills list is entirely SEO/growth: 'ASO', 'Backlinking', 'Competitive SEO analysis', 'Keyword analysis', 'Testing framework'. No visual design competencies.",
"rationale": "The core function requested is graphic design. Brian has deep growth/SEO expertise but essentially zero graphic design functional depth."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "'reimagining the DTC eCommerce landscape'; industries include 'Ecommerce', 'Marketplaces'; worked at Begin Health, a 'DTC toddler and kids nutrition health company'.",
"rationale": "DTC/eCommerce background is relevant to the nice-to-have context, but no agency design or Amazon-specific relevance. Moderate industry adjacency only, not design relevance."
},
"hands_on_execution": {
"score": 20,
"weight": 15,
"evidence": "'designed effective email marketing sequences', 'ad and landing page testing' — but these are marketing/CRO execution, not design production.",
"rationale": "He is hands-on as a growth operator (A/B tests, funnels, SEO builds), but there is no evidence he personally builds/ships graphic design assets, which is the execution this role requires."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "'led a multi-channel acquisition strategy at Twilio, managing a $12M budget'; 'devising robust content marketing strategies'.",
"rationale": "Strong marketing strategy and prioritization judgment, but this is not the design/creative judgment the role centers on."
},
"tool_platform_fit": {
"score": 15,
"weight": 8,
"evidence": "Tools: 'Email tools (Mailchimp, Klaviyo)', 'Webflow', 'Wordpress', 'Google Analytics' — no Adobe Creative Suite, no Figma, no design tools despite seed matching 'figma'.",
"rationale": "Has some web/email platforms (Webflow, Mailchimp) tangentially useful, but lacks the core design tools (Adobe CS, Figma) the role strongly implies. Seed 'figma' match not reflected in actual tools list."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Boosted conversion rates by 120 basis points & increased MRR by $5M'; '32% increase in ROAS'; extensive A/B testing.",
"rationale": "Genuinely strong measurement and optimization discipline — but this is a secondary dimension and not aligned to the design production need."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $95/hr.",
"rationale": "Available and active, which helps the fast-start need. However $95/hr implies a rate that could exceed the $5-7k/month designer retainer for full-time-equivalent hours, and he is not a designer regardless."
}
},
"final_score_rationale": "The dominant driver is a fundamental function mismatch: this is an execution-focused graphic designer role, and Brian is a growth/SEO/CRO marketer with no evidence of visual design production. Both HARD requirements fail (req-001 marketing graphic design asset production; req-002 versatility across design formats), so passes_all_hard is false and hard_requirements_fit and functional_expertise are scored very low. His DTC/eCommerce industry adjacency and strong measurement/strategy skills provide minor uplift but cannot transfer to a design mandate. Lack of any design tools (no Adobe/Figma in actual tools list) further confirms the gap. Net: a low overall score.",
"evidence_snippets": [
"roles: Growth Marketer, SEO Marketer",
"skills: ASO, Backlinking / off-page strategy, Competitive SEO analysis, Keyword analysis",
"'Boosted conversion rates by 120 basis points & increased MRR by $5M through strategic CRO leadership'",
"'led a multi-channel acquisition strategy at Twilio, managing a $12M budget'",
"tools: Email tools (Mailchimp, Klaviyo), Webflow, Wordpress — no Adobe/Figma design tools",
"'reimagining the DTC eCommerce landscape through the power of AI'",
"Growth Marketer / SEO Marketer classified in Neon; work history is entirely growth, CRO, SEO, and demand gen — no graphic design asset production.",
"Classified roles: 'Growth Marketer', 'SEO Marketer'. No graphic design role, no design tools, no asset-production evidence."
],
"three_rs": {
"role_fit": "Poor. Role requires a hands-on marketing graphic designer; Brian is a growth/SEO/CRO marketer with no design production evidence.",
"readiness": "Available and active, but not ready to execute the required design work.",
"relevance": "Some DTC/eCommerce industry adjacency, but no design or agency-creative relevance to the specific requirements."
},
"match_reasons": [
{
"reason": "DTC/eCommerce industry exposure",
"evidence": "'a DTC toddler and kids nutrition health company'; industries include Ecommerce, Marketplaces"
},
{
"reason": "Some web/email platform familiarity",
"evidence": "tools: 'Webflow', 'Wordpress', 'Email tools (Mailchimp, Klaviyo)'"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design asset production) FAILS: classified as Growth Marketer / SEO Marketer with no evidence of producing graphic design assets; no design portfolio or design deliverables in work history.",
"req-002 (Versatile across web/sales/email/collateral design) FAILS: no evidence of designing website graphics, sales collateral, landing page design, or onboarding materials; his email/landing-page work is marketing/CRO execution, not visual design. No design tools (Adobe Creative Suite/Figma) present in tools list."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "michellemoniquejames_at_gmail_com",
"email": "michellemoniquejames@gmail.com",
"name": "Michelle James",
"score": 35,
"passes_all_hard": false,
"summary": "Michelle is a senior growth/omnichannel eCommerce leader with deep DTC, Amazon, and marketplace experience, but she is not a hands-on graphic designer. This role needs an execution-focused marketing graphic designer producing web, sales, email, and collateral assets on an ongoing basis. Her profile shows strategy, P&L, CRO, and team management (including managing design teams) rather than personally producing marketing design assets. She fails both HARD design requirements.",
"synthesis_quote": "\"overseeing growth, brand, web, CRO, CRM, design and analytics teams\" — she manages design teams, she is not a producing graphic designer.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 10,
"weight": 25,
"evidence": "\"overseeing growth, brand, web, CRO, CRM, design and analytics teams\"; role classification is Growth Marketer, not designer",
"rationale": "The two HARD requirements are marketing graphic design asset production and versatility across design formats. She oversees design teams and lists Photoshop/Figma/Canva as tools, but there is no evidence she personally produces marketing design assets. Both HARD requirements fail."
},
"functional_expertise": {
"score": 15,
"weight": 20,
"evidence": "No design portfolio, no asset-production examples; expertise is CRO, CAC, ROAS, omnichannel growth",
"rationale": "Core function here is graphic design execution. Her functional depth is in growth/eCommerce strategy, not design production. Minimal transferable design evidence."
},
"industry_audience_relevance": {
"score": 75,
"weight": 12,
"evidence": "\"DTC, Amazon, Retailer.com\"; \"Manage digital marketing agency and $1MM+ DTC marketing budget\"; premium CPG/beverage brands",
"rationale": "Strong DTC/eCommerce and agency-adjacent background matches the company's Amazon-agency/DTC context (PREFERRED req-006). This is her strongest dimension, though it is industry fit rather than the required skill."
},
"hands_on_execution": {
"score": 20,
"weight": 15,
"evidence": "\"Manage an in-house team and agencies\"; \"overseeing... design... teams\"",
"rationale": "Role needs a hands-on operator who personally builds assets. Her execution is at leadership/management level over teams, not personally producing design deliverables."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "\"Go to market lead\"; \"32% improvement in CVR through robust CRO initiatives\"; full-funnel personalization",
"rationale": "Excellent marketing strategy and judgment, but this dimension is a small weight and the role is execution-focused, not strategic."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools list includes \"Photoshop\", \"Figma\", \"Canva\", \"Email tools (Mailchimp, Klaviyo)\", \"Landing page tools (Instapage, Unbounce)\"",
"rationale": "She lists relevant design and marketing tools, but tool listings alone don't demonstrate design production skill; likely familiarity from oversight rather than daily design work."
},
"measurement_optimization": {
"score": 80,
"weight": 6,
"evidence": "\"Improved conversion rate from .72% to 1.9%\"; \"Improve Meta ROAS from 1.0 to 2.3\"; \"9x YoY\" retail media",
"rationale": "Strong measurement and optimization track record, but only tangentially relevant to a design-asset-production role."
},
"availability_budget_fit": {
"score": 30,
"weight": 4,
"evidence": "\"preferred_hourly_pay_rate: $100/hr\"; \"has_availability: true\"",
"rationale": "Available, but $100/hr implies senior rates that would blow past the $5-7K/month designer retainer for a full-time production workload; also over-leveled for this execution role."
}
},
"final_score_rationale": "The biggest penalty is failure of both HARD requirements: this is an execution-focused marketing graphic designer role, and Michelle is a VP/Director-level growth and omnichannel eCommerce leader who manages design teams rather than producing design assets. There is no portfolio or evidence of personally building website graphics, sales collateral, landing page design, or newsletter design. Her strengths in DTC/Amazon industry relevance, strategy, and measurement are real but largely non-transferable to a design-production brief. Budget/leveling is also a mismatch ($100/hr senior operator vs. $5-7K/month designer retainer).",
"evidence_snippets": [
"\"overseeing growth, brand, web, CRO, CRM, design and analytics teams\"",
"\"Manage an in-house team and agencies\"",
"Tools: \"Photoshop\", \"Figma\", \"Canva\"",
"\"DTC, Amazon, Retailer.com digital marketing and eCommerce operations\"",
"roles: Growth Marketer",
"\"preferred_hourly_pay_rate: $100/hr\"",
"\"overseeing growth, brand, web, CRO, CRM, design and analytics teams\" — she manages design teams, she is not a producing graphic designer.",
"\"overseeing growth, brand, web, CRO, CRM, design and analytics teams\"; role classification is Growth Marketer, not designer"
],
"three_rs": {
"role_fit": "Poor fit for a graphic designer asset-production role; she is a growth/omnichannel marketing leader.",
"readiness": "Available now, but over-leveled and not a producing designer.",
"rate_fit": "$100/hr senior rate misaligns with the $5-7K/month designer retainer."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and Amazon-agency industry relevance",
"evidence": "\"Manage digital marketing agency and $1MM+ DTC marketing budget\""
},
{
"reason": "Listed design/marketing tools overlap with role stack",
"evidence": "Tools include Photoshop, Figma, Canva, Mailchimp/Klaviyo, Unbounce"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence she personally produces marketing design assets; profile shows she oversees/manages design teams as a growth leader.",
"req-002 (Versatile across formats): No demonstrated production of website graphics, sales collateral, landing page, or newsletter design; her work is strategy, CRO, P&L, and team management."
]
}
],
"qualified_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "hello_at_mischievousdesign_com",
"email": "hello@mischievousdesign.com",
"name": "Rebecca ioannucci",
"score": 82,
"passes_all_hard": true,
"summary": "Rebecca is a versatile marketing graphic designer with 10+ years producing advertising creative, banners, email campaigns, landing pages, and presentation decks — a strong fit for an execution-focused, ongoing marketing asset production role. Her core lane is paid social/ad creative (static and motion), but she demonstrably crosses into site creative, email, landing pages, and collateral, and has heavy DTC/eCommerce and agency (Tinuiti) experience directly relevant to this Amazon marketing agency serving premium DTC brands. Her stated $75/hr rate maps to roughly $6-9K/month at 20-30 hrs/week, which sits at or slightly above the $5-7K retainer band but is workable. She is available and used to fast, ASAP starts.",
"synthesis_quote": "10+ years of experience creating stunning, top-performing advertising creative... I can help with both strategy and production of creative assets still & motion.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 80,
"weight": 25,
"evidence": "\"versatile freelance Graphic Designer... paid ads, on-site creative... homepage banners... email-ready graphics\" and \"skilled in designing cohesive email campaigns\" / Special Gathering: \"flyers, email marketing campaigns, and landing pages\"",
"rationale": "Satisfies req-001 (execution-focused ongoing asset production) and req-002 (versatile across web, sales, email, collateral) with concrete evidence of banners, on-site assets, email-ready graphics, landing pages, and decks. Slightly below top score because sales collateral and 'onboarding materials' are more implied than explicitly shown, and her center of gravity is ad creative rather than the full internal-marketing collateral suite."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "\"Expert Proficiency level of design softwares: Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma\"; \"crafted high-performing video ads... motion graphics\"; presentation decks translating complex data into visual narratives",
"rationale": "Deep, specific design craft across static, motion, decks, and email. Expert Adobe + Figma proficiency and a decade of production experience give strong functional depth for a marketing asset producer."
},
"industry_audience_relevance": {
"score": 88,
"weight": 12,
"evidence": "\"4+ years experience in graphic design, ideally for ecommerce or DTC brands\"; supports six DTC brands at BIG; Tinuiti agency work for Juice Beauty, Get Joy, Swiss Gear, Pokemon Center",
"rationale": "Extensive DTC/eCommerce and marketing-agency experience (Tinuiti is a major performance agency), directly matching req-006 nice-to-have and the company's Amazon-agency-serving-DTC context."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "\"Design and deliver ad creative... in multiple variations and formats\"; \"Create homepage banners, collection headers, and email-ready graphics\"; \"crafted high-performing video ads using After Effects and Premiere Pro\"",
"rationale": "Purely hands-on operator who personally builds and ships assets at volume with fast turnaround — exactly the executor profile the role needs. No delegation/advisory-only pattern."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "\"I can help with both strategy and production\"; \"Translate campaign briefs and product focus areas into on-brand, high-converting creative\"; \"Idea 1 outperformed 9x ROI when the expected was 2x\"",
"rationale": "Shows creative judgment and brief translation plus some results-driven thinking, though this role is execution-weighted and her strategy evidence is lighter than her production evidence."
},
"tool_platform_fit": {
"score": 88,
"weight": 8,
"evidence": "\"Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma\"; \"Proficient in Adobe Creative Suite, Figma, Canva, or similar\"",
"rationale": "Full modern design toolset (Adobe CS + Figma) that matches marketing asset production workflows. Email design tooling is implied rather than named, but core design stack is a strong fit."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "\"Idea 1 outperformed 9x ROI\"; \"excellent Cost per result... Cost per purchase: $0.62\"; \"high-converting creative\"",
"rationale": "Cites performance metrics on ad creative, showing awareness of results-driven iteration. Relevant but oriented to paid-media performance rather than the internal marketing funnel/reporting this role centers on."
},
"availability_budget_fit": {
"score": 68,
"weight": 4,
"evidence": "\"$75/hr\"; \"~20-30 hours/week\"; \"Start ASAP\"; status active, has_availability true",
"rationale": "Available and ASAP-ready (req-007 met). At $75/hr, 20-30 hrs/week implies ~$6.5-9.75K/month, at or above the $5-7K band — workable if scoped near the lower hours, but a mild budget tension."
}
},
"final_score_rationale": "Biggest drivers: deep hands-on production craft (Adobe expert + Figma), strong DTC/eCommerce and agency background (Tinuiti, BIG), and demonstrated versatility across ads, banners, email, landing pages, and decks satisfy both HARD requirements. Penalties/dampeners: her center of gravity is paid-social ad creative rather than the full internal marketing collateral/onboarding suite, sales-collateral and onboarding-material evidence is more implied than proven, and her $75/hr rate at typical hours pushes toward or past the $5-7K retainer ceiling. Strategy and measurement evidence is tilted toward paid-media performance rather than internal marketing engine work, so those dimensions are moderate.",
"evidence_snippets": [
"10+ years of experience creating stunning, top-performing advertising creative for social media (paid & organic strategies)",
"skilled in designing cohesive email campaigns aligned with paid social creative",
"Create homepage banners, collection headers, and email-ready graphics for site and retention teams",
"Special Gathering: creating flyers, email marketing campaigns, and landing pages... aesthetic to respective brand guidelines",
"Expert Proficiency level of design softwares: Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma",
"Swiss Gear: executed a variety of creative ads... working within their strict brand guidelines",
"10+ years of experience creating stunning, top-performing advertising creative... I can help with both strategy and production of creative assets still & motion.",
"\"versatile freelance Graphic Designer... paid ads, on-site creative... homepage banners... email-ready graphics\" and \"skilled in designing cohesive email campaigns\" / Special Gathering: \"flyers, email marketing campaigns, and landing pages\""
],
"three_rs": {
"reach": "Strong reach across marketing asset formats — ad creative, site banners, email, landing pages, and presentation decks — for DTC/eCommerce and agency clients.",
"relevance": "Highly relevant: agency + DTC eCommerce background matches an Amazon marketing agency serving premium DTC brands; execution-focused operator profile fits the ongoing production need.",
"results": "Cites concrete performance wins (9x ROI vs 2x expected; $0.62 cost per purchase), though results are paid-media weighted rather than internal-marketing funnel."
},
"match_reasons": [
"Versatile marketing designer across web, email, landing pages, and collateral: \"homepage banners... email-ready graphics\" and \"flyers, email marketing campaigns, and landing pages\"",
"Execution-first, fast-turnaround operator: \"Fast turnaround times, comfortable with quick pivots and versioning\"",
"Directly relevant DTC/eCommerce + agency experience: six DTC brands at BIG and Tinuiti agency clients (Juice Beauty, Get Joy, Swiss Gear)",
"Comfortable applying strict brand guidelines: \"working within their strict brand guidelines\" and \"Adapt existing brand assets for different campaigns\"",
"Available ASAP with active status, matching the fast-start requirement"
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "skernart_at_gmail_com",
"email": "skernart@gmail.com",
"name": "Stephen Kern",
"score": 71,
"passes_all_hard": true,
"summary": "Stephen is an experienced NYC-based designer with a decade of work centered on motion graphics, 3D animation, and paid social/paid media ad creative for brands like Amazon, Stash, Tinuiti, and Five Below. He clearly satisfies the two HARD requirements: he is an execution-focused graphic designer who produces high volumes of marketing assets, and he has worked across multiple formats. However, his core specialty is paid social/motion/video ad production rather than the specific marketing-asset lanes this role centers on (website graphics, sales collateral, landing pages, newsletters/email, onboarding materials). He shows strong brand-system and template work (Amazon L&D brand guidelines, PlusUp brand identity) which supports the brand-guide requirement, but there is little direct evidence of email/newsletter design or sales collateral. His $90/hr rate could exceed the retainer budget on a full-time basis but is plausibly workable at part-time retainer.",
"synthesis_quote": "I'm a NYC-based motion designer... I specialize in motion graphics, 3D animation, and visual storytelling, helping brands create engaging content that drives results.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 68,
"weight": 25,
"evidence": "Graphic Designer (Paid Social) roles at PlusUp, Stash, Tinuiti; 'Created 100s of custom assets' and 'Authored brand systems and various templates adopted org-wide' at Amazon.",
"rationale": "Clearly an execution-focused, high-volume asset producer (req-001) and works across static/motion/video formats (partial req-002). But the role's specific formats (website, sales collateral, landing pages, newsletters) are largely unaddressed; his versatility skews toward ad creative, not the marketing collateral spectrum."
},
"functional_expertise": {
"score": 70,
"weight": 20,
"evidence": "'Produced a high volume of paid ad creative... developed the brand's visual identity, including logo, color system, and brand deck'; a decade of design experience.",
"rationale": "Deep design craft and brand-system experience, but the depth is concentrated in paid social/motion ad production rather than the static marketing-asset production this role centers on."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include 'Ecommerce'; worked with Amazon, Walmart, Tinuiti (a marketing agency).",
"rationale": "Ecommerce experience and agency exposure (Tinuiti) align with the DTC/Amazon-agency nice-to-have (req-006), giving relevant industry context."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "'Generate hundreds of ad variations weekly'; 'Delivered on-brand, fast-turnaround creative under tight deadlines'; 'Built custom automated workflows in Weavy AI to scale creative output.'",
"rationale": "Strongly hands-on, high-volume executor who personally builds and ships assets fast — exactly the operator profile the role needs (req-004)."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "'Developed campaign angles'; 'Collaborated with strategists and creatives to refine messaging and maximize ROI.'",
"rationale": "Shows creative judgment and campaign angle development, though this is largely performance-ad strategy rather than marketing-system planning."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "'Utilized Adobe Creative Suite'; Spline 3D, Midjourney, Kling 3.0, Nano Banana, Weavy AI; managed DAM systems.",
"rationale": "Strong core design tools (Adobe CS) and DAM/brand-system tooling fit well; no explicit ESP/newsletter or landing-page tooling mentioned."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Drove a 33.33% click-to-deposit rate, 931% above average, with a 2.74 ROA'; '$45.58 cost per registration on a top-performing static ad.'",
"rationale": "Clear performance-metric orientation and creative iteration, though tied to paid ad KPIs rather than this role's internal marketing measurement."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $90/hr; location New York.",
"rationale": "Available and AMER timezone-friendly. $90/hr implies ~67 hrs/mo to stay within the $6k midpoint, so budget fit is workable only at part-time retainer scope."
}
},
"final_score_rationale": "Score is driven up by strong hands-on execution (high-volume, fast-turnaround asset production) and solid design tooling/brand-system experience, satisfying both HARD requirements at a baseline level. It is held back because his functional depth is concentrated in paid social / motion / video ad creative rather than this role's core lanes — website graphics, sales collateral, landing pages, and especially newsletters/email and onboarding materials, where evidence is thin or absent. Per the instruction not to transfer strength from a different lane, his considerable paid-social expertise only partially counts. Budget/rate is a mild soft concern at $90/hr against a $5-7k retainer.",
"evidence_snippets": [
"I specialize in motion graphics, 3D animation, and visual storytelling",
"Produced a high volume of paid ad creative... developed the brand's visual identity, including logo, color system, and brand deck",
"Authored brand systems and various templates adopted org-wide, unifying visual communication across L&D",
"Generate hundreds of ad variations weekly across static and video formats",
"Delivered on-brand, fast-turnaround creative under tight deadlines",
"preferred_hourly_pay_rate: $90/hr",
"I'm a NYC-based motion designer... I specialize in motion graphics, 3D animation, and visual storytelling, helping brands create engaging content that drives results.",
"Graphic Designer (Paid Social) roles at PlusUp, Stash, Tinuiti; 'Created 100s of custom assets' and 'Authored brand systems and various templates adopted org-wide' at Amazon."
],
"three_rs": {
"reach": "Ecommerce and agency (Tinuiti) audience exposure aligns with the Amazon-agency/DTC context, but his output audience is ad-viewers not internal marketing collateral consumers.",
"resonance": "Strong brand-consistency and visual-identity work (Amazon L&D brand systems, PlusUp identity) supports applying a brand style guide across assets.",
"results": "Demonstrated measurable creative performance (33% click-to-deposit, 2.74 ROA), though metrics are paid-ad focused rather than marketing-collateral outcomes."
},
"match_reasons": [
{
"reason": "Execution-focused, high-volume asset producer who ships fast",
"evidence": "Generate hundreds of ad variations weekly across static and video formats"
},
{
"reason": "Brand-system and style-guide application experience",
"evidence": "Authored brand systems and various templates adopted org-wide"
},
{
"reason": "Ecommerce and marketing-agency background",
"evidence": "Industries: Ecommerce; worked with Tinuiti"
}
],
"hard_fail_reasons": []
}
],
"initial_top_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "hello_at_mischievousdesign_com",
"email": "hello@mischievousdesign.com",
"name": "Rebecca ioannucci",
"score": 82,
"passes_all_hard": true,
"summary": "Rebecca is a versatile marketing graphic designer with 10+ years producing advertising creative, banners, email campaigns, landing pages, and presentation decks — a strong fit for an execution-focused, ongoing marketing asset production role. Her core lane is paid social/ad creative (static and motion), but she demonstrably crosses into site creative, email, landing pages, and collateral, and has heavy DTC/eCommerce and agency (Tinuiti) experience directly relevant to this Amazon marketing agency serving premium DTC brands. Her stated $75/hr rate maps to roughly $6-9K/month at 20-30 hrs/week, which sits at or slightly above the $5-7K retainer band but is workable. She is available and used to fast, ASAP starts.",
"synthesis_quote": "10+ years of experience creating stunning, top-performing advertising creative... I can help with both strategy and production of creative assets still & motion.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 80,
"weight": 25,
"evidence": "\"versatile freelance Graphic Designer... paid ads, on-site creative... homepage banners... email-ready graphics\" and \"skilled in designing cohesive email campaigns\" / Special Gathering: \"flyers, email marketing campaigns, and landing pages\"",
"rationale": "Satisfies req-001 (execution-focused ongoing asset production) and req-002 (versatile across web, sales, email, collateral) with concrete evidence of banners, on-site assets, email-ready graphics, landing pages, and decks. Slightly below top score because sales collateral and 'onboarding materials' are more implied than explicitly shown, and her center of gravity is ad creative rather than the full internal-marketing collateral suite."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "\"Expert Proficiency level of design softwares: Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma\"; \"crafted high-performing video ads... motion graphics\"; presentation decks translating complex data into visual narratives",
"rationale": "Deep, specific design craft across static, motion, decks, and email. Expert Adobe + Figma proficiency and a decade of production experience give strong functional depth for a marketing asset producer."
},
"industry_audience_relevance": {
"score": 88,
"weight": 12,
"evidence": "\"4+ years experience in graphic design, ideally for ecommerce or DTC brands\"; supports six DTC brands at BIG; Tinuiti agency work for Juice Beauty, Get Joy, Swiss Gear, Pokemon Center",
"rationale": "Extensive DTC/eCommerce and marketing-agency experience (Tinuiti is a major performance agency), directly matching req-006 nice-to-have and the company's Amazon-agency-serving-DTC context."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "\"Design and deliver ad creative... in multiple variations and formats\"; \"Create homepage banners, collection headers, and email-ready graphics\"; \"crafted high-performing video ads using After Effects and Premiere Pro\"",
"rationale": "Purely hands-on operator who personally builds and ships assets at volume with fast turnaround — exactly the executor profile the role needs. No delegation/advisory-only pattern."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "\"I can help with both strategy and production\"; \"Translate campaign briefs and product focus areas into on-brand, high-converting creative\"; \"Idea 1 outperformed 9x ROI when the expected was 2x\"",
"rationale": "Shows creative judgment and brief translation plus some results-driven thinking, though this role is execution-weighted and her strategy evidence is lighter than her production evidence."
},
"tool_platform_fit": {
"score": 88,
"weight": 8,
"evidence": "\"Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma\"; \"Proficient in Adobe Creative Suite, Figma, Canva, or similar\"",
"rationale": "Full modern design toolset (Adobe CS + Figma) that matches marketing asset production workflows. Email design tooling is implied rather than named, but core design stack is a strong fit."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "\"Idea 1 outperformed 9x ROI\"; \"excellent Cost per result... Cost per purchase: $0.62\"; \"high-converting creative\"",
"rationale": "Cites performance metrics on ad creative, showing awareness of results-driven iteration. Relevant but oriented to paid-media performance rather than the internal marketing funnel/reporting this role centers on."
},
"availability_budget_fit": {
"score": 68,
"weight": 4,
"evidence": "\"$75/hr\"; \"~20-30 hours/week\"; \"Start ASAP\"; status active, has_availability true",
"rationale": "Available and ASAP-ready (req-007 met). At $75/hr, 20-30 hrs/week implies ~$6.5-9.75K/month, at or above the $5-7K band — workable if scoped near the lower hours, but a mild budget tension."
}
},
"final_score_rationale": "Biggest drivers: deep hands-on production craft (Adobe expert + Figma), strong DTC/eCommerce and agency background (Tinuiti, BIG), and demonstrated versatility across ads, banners, email, landing pages, and decks satisfy both HARD requirements. Penalties/dampeners: her center of gravity is paid-social ad creative rather than the full internal marketing collateral/onboarding suite, sales-collateral and onboarding-material evidence is more implied than proven, and her $75/hr rate at typical hours pushes toward or past the $5-7K retainer ceiling. Strategy and measurement evidence is tilted toward paid-media performance rather than internal marketing engine work, so those dimensions are moderate.",
"evidence_snippets": [
"10+ years of experience creating stunning, top-performing advertising creative for social media (paid & organic strategies)",
"skilled in designing cohesive email campaigns aligned with paid social creative",
"Create homepage banners, collection headers, and email-ready graphics for site and retention teams",
"Special Gathering: creating flyers, email marketing campaigns, and landing pages... aesthetic to respective brand guidelines",
"Expert Proficiency level of design softwares: Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma",
"Swiss Gear: executed a variety of creative ads... working within their strict brand guidelines",
"10+ years of experience creating stunning, top-performing advertising creative... I can help with both strategy and production of creative assets still & motion.",
"\"versatile freelance Graphic Designer... paid ads, on-site creative... homepage banners... email-ready graphics\" and \"skilled in designing cohesive email campaigns\" / Special Gathering: \"flyers, email marketing campaigns, and landing pages\""
],
"three_rs": {
"reach": "Strong reach across marketing asset formats — ad creative, site banners, email, landing pages, and presentation decks — for DTC/eCommerce and agency clients.",
"relevance": "Highly relevant: agency + DTC eCommerce background matches an Amazon marketing agency serving premium DTC brands; execution-focused operator profile fits the ongoing production need.",
"results": "Cites concrete performance wins (9x ROI vs 2x expected; $0.62 cost per purchase), though results are paid-media weighted rather than internal-marketing funnel."
},
"match_reasons": [
"Versatile marketing designer across web, email, landing pages, and collateral: \"homepage banners... email-ready graphics\" and \"flyers, email marketing campaigns, and landing pages\"",
"Execution-first, fast-turnaround operator: \"Fast turnaround times, comfortable with quick pivots and versioning\"",
"Directly relevant DTC/eCommerce + agency experience: six DTC brands at BIG and Tinuiti agency clients (Juice Beauty, Get Joy, Swiss Gear)",
"Comfortable applying strict brand guidelines: \"working within their strict brand guidelines\" and \"Adapt existing brand assets for different campaigns\"",
"Available ASAP with active status, matching the fast-start requirement"
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "skernart_at_gmail_com",
"email": "skernart@gmail.com",
"name": "Stephen Kern",
"score": 71,
"passes_all_hard": true,
"summary": "Stephen is an experienced NYC-based designer with a decade of work centered on motion graphics, 3D animation, and paid social/paid media ad creative for brands like Amazon, Stash, Tinuiti, and Five Below. He clearly satisfies the two HARD requirements: he is an execution-focused graphic designer who produces high volumes of marketing assets, and he has worked across multiple formats. However, his core specialty is paid social/motion/video ad production rather than the specific marketing-asset lanes this role centers on (website graphics, sales collateral, landing pages, newsletters/email, onboarding materials). He shows strong brand-system and template work (Amazon L&D brand guidelines, PlusUp brand identity) which supports the brand-guide requirement, but there is little direct evidence of email/newsletter design or sales collateral. His $90/hr rate could exceed the retainer budget on a full-time basis but is plausibly workable at part-time retainer.",
"synthesis_quote": "I'm a NYC-based motion designer... I specialize in motion graphics, 3D animation, and visual storytelling, helping brands create engaging content that drives results.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 68,
"weight": 25,
"evidence": "Graphic Designer (Paid Social) roles at PlusUp, Stash, Tinuiti; 'Created 100s of custom assets' and 'Authored brand systems and various templates adopted org-wide' at Amazon.",
"rationale": "Clearly an execution-focused, high-volume asset producer (req-001) and works across static/motion/video formats (partial req-002). But the role's specific formats (website, sales collateral, landing pages, newsletters) are largely unaddressed; his versatility skews toward ad creative, not the marketing collateral spectrum."
},
"functional_expertise": {
"score": 70,
"weight": 20,
"evidence": "'Produced a high volume of paid ad creative... developed the brand's visual identity, including logo, color system, and brand deck'; a decade of design experience.",
"rationale": "Deep design craft and brand-system experience, but the depth is concentrated in paid social/motion ad production rather than the static marketing-asset production this role centers on."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include 'Ecommerce'; worked with Amazon, Walmart, Tinuiti (a marketing agency).",
"rationale": "Ecommerce experience and agency exposure (Tinuiti) align with the DTC/Amazon-agency nice-to-have (req-006), giving relevant industry context."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "'Generate hundreds of ad variations weekly'; 'Delivered on-brand, fast-turnaround creative under tight deadlines'; 'Built custom automated workflows in Weavy AI to scale creative output.'",
"rationale": "Strongly hands-on, high-volume executor who personally builds and ships assets fast — exactly the operator profile the role needs (req-004)."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "'Developed campaign angles'; 'Collaborated with strategists and creatives to refine messaging and maximize ROI.'",
"rationale": "Shows creative judgment and campaign angle development, though this is largely performance-ad strategy rather than marketing-system planning."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "'Utilized Adobe Creative Suite'; Spline 3D, Midjourney, Kling 3.0, Nano Banana, Weavy AI; managed DAM systems.",
"rationale": "Strong core design tools (Adobe CS) and DAM/brand-system tooling fit well; no explicit ESP/newsletter or landing-page tooling mentioned."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Drove a 33.33% click-to-deposit rate, 931% above average, with a 2.74 ROA'; '$45.58 cost per registration on a top-performing static ad.'",
"rationale": "Clear performance-metric orientation and creative iteration, though tied to paid ad KPIs rather than this role's internal marketing measurement."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $90/hr; location New York.",
"rationale": "Available and AMER timezone-friendly. $90/hr implies ~67 hrs/mo to stay within the $6k midpoint, so budget fit is workable only at part-time retainer scope."
}
},
"final_score_rationale": "Score is driven up by strong hands-on execution (high-volume, fast-turnaround asset production) and solid design tooling/brand-system experience, satisfying both HARD requirements at a baseline level. It is held back because his functional depth is concentrated in paid social / motion / video ad creative rather than this role's core lanes — website graphics, sales collateral, landing pages, and especially newsletters/email and onboarding materials, where evidence is thin or absent. Per the instruction not to transfer strength from a different lane, his considerable paid-social expertise only partially counts. Budget/rate is a mild soft concern at $90/hr against a $5-7k retainer.",
"evidence_snippets": [
"I specialize in motion graphics, 3D animation, and visual storytelling",
"Produced a high volume of paid ad creative... developed the brand's visual identity, including logo, color system, and brand deck",
"Authored brand systems and various templates adopted org-wide, unifying visual communication across L&D",
"Generate hundreds of ad variations weekly across static and video formats",
"Delivered on-brand, fast-turnaround creative under tight deadlines",
"preferred_hourly_pay_rate: $90/hr",
"I'm a NYC-based motion designer... I specialize in motion graphics, 3D animation, and visual storytelling, helping brands create engaging content that drives results.",
"Graphic Designer (Paid Social) roles at PlusUp, Stash, Tinuiti; 'Created 100s of custom assets' and 'Authored brand systems and various templates adopted org-wide' at Amazon."
],
"three_rs": {
"reach": "Ecommerce and agency (Tinuiti) audience exposure aligns with the Amazon-agency/DTC context, but his output audience is ad-viewers not internal marketing collateral consumers.",
"resonance": "Strong brand-consistency and visual-identity work (Amazon L&D brand systems, PlusUp identity) supports applying a brand style guide across assets.",
"results": "Demonstrated measurable creative performance (33% click-to-deposit, 2.74 ROA), though metrics are paid-ad focused rather than marketing-collateral outcomes."
},
"match_reasons": [
{
"reason": "Execution-focused, high-volume asset producer who ships fast",
"evidence": "Generate hundreds of ad variations weekly across static and video formats"
},
{
"reason": "Brand-system and style-guide application experience",
"evidence": "Authored brand systems and various templates adopted org-wide"
},
{
"reason": "Ecommerce and marketing-agency background",
"evidence": "Industries: Ecommerce; worked with Tinuiti"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "gloria_at_roguestories_com",
"email": "gloria@roguestories.com",
"name": "Gloria Chik",
"score": 55,
"passes_all_hard": false,
"summary": "Gloria is a seasoned growth/ecommerce marketer with strong DTC, email (Klaviyo), paid media, and CRO experience. She lists \"Graphic design\" as a skill and uses Canva, Photoshop, and Illustrator, and references paid creative design. However, her profile positions her as a growth marketer and creative director, not a production-focused marketing graphic designer. There is no portfolio or concrete evidence of high-volume, versatile marketing asset production across web/sales/email/collateral, which is the core HARD requirement for this execution-focused design role. She would fit a growth marketer brief far better than a dedicated graphic designer retainer.",
"synthesis_quote": "A seasoned digital and growth marketer with roots in ecommerce, content, social media, and creative.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "skills: Graphic design; tools: Canva, Photoshop; \"Paid Creative design\"; \"Meta Creative\"",
"rationale": "Design appears as a supporting skill within growth roles (paid creative, brand/product design at diink), not as dedicated marketing asset production. No evidence of producing sales collateral, landing page graphics, newsletters, or onboarding materials as a primary output. The core HARD requirement (execution-focused marketing graphic designer) is only weakly and indirectly supported."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "\"Head of Growth and Creative Director at diink pickleball ... branding and product design\"; \"Paid Creative design\"",
"rationale": "Creative work exists but is embedded in growth/paid-media contexts. No depth or specificity on marketing graphic design craft, layout systems, or asset production volume. Functional core of this role (design production) is under-evidenced."
},
"industry_audience_relevance": {
"score": 75,
"weight": 12,
"evidence": "industries: Ecommerce, Marketing Agencies; \"DTC Brands: Daily Practice, Scamper & Co ... Lemon Collections\"; expanding a brand \"beyond Amazon\"",
"rationale": "Strong DTC/eCommerce and agency-adjacent background matches the PREFERRED nice-to-have. Even direct Amazon reference (AlongFit) is relevant to this Amazon marketing agency."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "\"Relaunched Meta paid creative\"; \"Managed paid media content and creative\"; \"D2C Website set up - brand shoot\"",
"rationale": "Clearly a hands-on operator, but the hands-on work is predominantly growth/paid/email execution rather than graphic design deliverables. Some creative production hands-on but not focused asset production."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "\"overhauling their entire paid media strategy\"; \"Comprehensive Strategy Overhaul\"; CRO audit at Pehr",
"rationale": "Demonstrates solid marketing strategy and judgment, though the role is execution-focused design where strategy is secondary."
},
"tool_platform_fit": {
"score": 65,
"weight": 8,
"evidence": "tools: Canva, Photoshop, Illustrator, Landing page tools (Instapage, Unbounce), Email tools (Klaviyo)",
"rationale": "Owns relevant design/landing/email tools. Lacks explicit Figma/InDesign or dedicated design-production workflow evidence, but Photoshop/Illustrator/Canva plus landing page and email tools give reasonable coverage."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"CAC ... as low as $2.32\"; \"4x Return on Ad Spend\"; \"CRO Project / Audit\"",
"rationale": "Strong measurement chops, but oriented to growth/performance metrics rather than design asset iteration. Relevant only tangentially to this design production role."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "has_availability: true; preferred_hourly_pay_rate: $75/hr; location: Toronto (AMER)",
"rationale": "Available and AMER timezone fit. At $75/hr, a ~$6k/month retainer implies ~20 hrs/week, workable but her rate reflects senior growth-marketer positioning rather than production-designer economics."
}
},
"final_score_rationale": "The biggest penalty is on hard_requirements_fit and functional_expertise: this role needs a dedicated, execution-focused marketing graphic designer producing a steady stream of web/sales/email/collateral assets, and Gloria's profile positions her as a growth marketer/creative director whose design work is a supporting element of paid-media and brand initiatives. There is no portfolio evidence of versatile marketing asset production. She scores well on industry/audience relevance (strong DTC/eCommerce and even Amazon exposure) and shows hands-on ability and tool coverage, but those strengths sit in a different lane (growth/performance) that the rubric instructs not to transfer. She fails the two HARD requirements (asset production, format versatility) on evidence, so passes_all_hard is false.",
"evidence_snippets": [
"A seasoned digital and growth marketer with roots in ecommerce, content, social media, and creative.",
"Head of Growth and Creative Director at diink pickleball ... branding and product design",
"Relaunched Meta paid creative to generate CAC ... as low as $13.84",
"skills: Graphic design; tools: Canva, Photoshop, Illustrator",
"DTC Brands: Daily Practice, Scamper & Co, By The Namesake ... Lemon Collections",
"preferred_hourly_pay_rate: $75/hr",
"skills: Graphic design; tools: Canva, Photoshop; \"Paid Creative design\"; \"Meta Creative\"",
"\"Head of Growth and Creative Director at diink pickleball ... branding and product design\"; \"Paid Creative design\""
],
"three_rs": {
"role_fit": "Misaligned: candidate is a growth marketer, not a dedicated marketing graphic designer/production role.",
"readiness": "Available now, AMER timezone, active status.",
"rate": "$75/hr; a $5-7k/month retainer would fund ~15-20 hrs/week, but rate reflects senior growth positioning."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and agency-adjacent industry fit",
"evidence": "DTC Brands: Daily Practice, Scamper & Co ... Lemon Collections; industries include Marketing Agencies"
},
{
"reason": "Some creative/design production exposure",
"evidence": "Head of Growth and Creative Director at diink pickleball ... product design; Paid Creative design"
},
{
"reason": "Relevant design and email/landing tools",
"evidence": "tools: Canva, Photoshop, Illustrator, Landing page tools (Instapage, Unbounce), Klaviyo"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No concrete evidence of ongoing, execution-focused marketing asset production. Design appears only as a supporting skill inside growth/paid-media roles (\"Paid Creative design\", \"branding and product design\"), not as a dedicated design production function.",
"req-002 (Versatile across formats): No evidence of executing across website graphics, sales collateral, landing page design, newsletters, and onboarding materials as design deliverables. Her work spans growth channels, not the required breadth of marketing design formats."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "valbonatika_at_gmail_com",
"email": "valbonatika@gmail.com",
"name": "Valbona Demiri",
"score": 51,
"passes_all_hard": false,
"summary": "Valbona is a content and email marketer, not a dedicated marketing graphic designer. Her profile centers on content strategy, copywriting, LinkedIn/social growth, and email campaigns. She lists \"Graphic design\" as a skill and uses Canva/Photoshop, and has produced brochures, sales decks, and email designs, but there is no evidence of a versatile, high-volume marketing asset production practice across web, sales collateral, landing pages, and newsletters as a design specialist. This role needs an execution-focused designer, and her design work reads as supporting output of a content role rather than core competency.",
"synthesis_quote": "\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva\" — design is a secondary output within a primarily content/email marketing practice.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "\"Graphic design\" listed as a skill; tools include \"Canva, Photoshop\"; \"Created social media posts, brochures... using Adobe Premiere and Canva\"; \"Built dynamic sales deck templates\"",
"rationale": "req-001 (marketing asset production) and req-002 (versatility across web/sales/email/collateral) are only partially and indirectly met. She has produced brochures, decks, and designed emails, but design is not her core function — she is classified as Content Marketer and Email Marketer. No evidence of ongoing, production-ready marketing asset design as a design specialist. Both HARD requirements are weakly supported, so this must be low and passes_all_hard is false."
},
"functional_expertise": {
"score": 35,
"weight": 20,
"evidence": "\"Graphic design\" skill; \"Created a detailed brand book... including brand voice, visuals\"; \"Produced consumer-focused brochures\"; \"designed emails, and build them in Service Titan\"",
"rationale": "Core function requested is graphic design. Her demonstrated depth is in content, copywriting, and email marketing, with design as an ancillary skill. Some concrete design artifacts (brochures, brand book, sales decks, email layouts) exist, but the specificity and volume expected of a marketing designer are absent."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries include \"Ecommerce, Marketing Agencies\"; DTC work at Aerterra, GutID, Mate Health; \"Aligned with wellness and eco-conscious... DTC\"",
"rationale": "Strong relevance to DTC/eCommerce and marketing agency contexts (req-006 preferred), which fits the Amazon agency serving premium DTC brands. This is a genuine strength, though it is content/email context rather than design."
},
"hands_on_execution": {
"score": 55,
"weight": 15,
"evidence": "\"draft copy, design emails, and build them in Service Titan\"; \"Created social media posts, brochures\"; \"redesigned skimmable email layouts\"",
"rationale": "She is clearly a hands-on operator who personally builds and ships work, which is positive. However, the hands-on execution is largely content/email/social rather than the graphic design production the role needs. Credit for operator mindset, penalized for lane mismatch."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "\"Developed content strategy\"; \"Discovered our winning content formula: carousels, polls, and video\"; \"Built and managed the content calendar\"",
"rationale": "Demonstrates solid marketing judgment, testing, and prioritization — but this is content/growth strategy. For a pure execution designer role, strategy is secondary; her judgment is real but not design-specific."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools: \"Canva, Photoshop, Webflow, Wordpress\"; \"using Adobe Premiere and Canva\"",
"rationale": "Has Canva and Photoshop (relevant), plus Webflow/WordPress for web. Missing evidence of core design suite depth (e.g., Figma, Illustrator, InDesign) or advanced production workflows. Partial fit."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "\"Doubled open rates from a 12% baseline to a peak of 23.9%\"; \"9x improvement in click rates\"; \"Build monthly performance decks\"",
"rationale": "Strong measurement/optimization track record, but in email/content KPIs. Not central to a production design role, though it signals a results-oriented operator."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "\"status: active\", \"has_availability: true\", \"preferred_hourly_pay_rate: $60/hr\", US-based (Chicago)",
"rationale": "Active with availability, US timezone friendly. $60/hr implies roughly a $6-7k/month retainer at ~25-30 hrs/wk, near the top of the $5-7k band (req-005). Reasonable fit on availability and budget."
}
},
"final_score_rationale": "The dominant driver is a lane mismatch: the role is an execution-focused marketing graphic designer, but Valbona's profile is fundamentally a Content Marketer / Email Marketer. The two HARD requirements (ongoing marketing asset production and versatility across web/sales/email/collateral as a design specialist) are only weakly and indirectly supported by brochures, brand book, sales decks, and email design work — insufficient concrete proof of dedicated design production, so passes_all_hard is false and hard_requirements_fit is low. Functional expertise scores low because design is a secondary skill. Offsetting positives are strong DTC/agency industry relevance, an operator (hands-on) mindset, availability, and budget fit — but per instructions I did not transfer her strong content/email strengths into design scores.",
"evidence_snippets": [
"Skills: \"Graphic design\"; Roles: \"Content Marketer, Email Marketer\"",
"\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva for Aerterra.\"",
"\"Created a detailed brand book to establish Mate Health's identity, including brand voice, visuals, and messaging guidelines.\"",
"\"Built dynamic sales deck templates, enabling the team to present their solutions persuasively.\"",
"\"draft copy, design emails, and build them in Service Titan\"",
"Tools: \"Canva, Google Analytics, HubSpot, Photoshop, Webflow, Wordpress\"",
"\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva\" — design is a secondary output within a primarily content/email marketing practice.",
"\"Graphic design\" listed as a skill; tools include \"Canva, Photoshop\"; \"Created social media posts, brochures... using Adobe Premiere and Canva\"; \"Built dynamic sales deck templates\""
],
"three_rs": {
"reject": "Not a fit as a dedicated marketing graphic designer; core identity is content/email marketing with design as an ancillary skill.",
"revise": "If the client would accept a content-led generalist who also designs light assets in Canva/Photoshop, she could be reconsidered — but that is not this role.",
"reconsider": "Better matched to a content marketer or email marketer role, especially DTC/eCommerce or agency clients."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and marketing agency industry experience",
"evidence": "Industries: \"Ecommerce, Marketing Agencies\"; DTC clients Aerterra, GutID, Mate Health"
},
{
"reason": "Has produced some marketing collateral (brochures, brand book, sales decks)",
"evidence": "\"Produced consumer-focused brochures\" / \"Built dynamic sales deck templates\""
},
{
"reason": "Hands-on operator, available, budget-compatible",
"evidence": "\"has_availability: true\", \"$60/hr\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of dedicated, ongoing production-ready marketing asset design as a core function. Design appears as a supporting output of a content/email role (brochures, decks, email layouts), not a design specialty.",
"req-002 (Versatile across formats web/sales/email/collateral as a designer): Insufficient proof of graphic design execution across website graphics, landing pages, and collateral at the depth/volume a design production role requires; her cross-format work is content/copy/email-led rather than design-led."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kennanielsen_at_gmail_com",
"email": "kennanielsen@gmail.com",
"name": "Makenna Nielsen",
"score": 49,
"passes_all_hard": false,
"summary": "Makenna is a strong lifecycle/retention and email/SMS marketer with 10+ years supporting luxury DTC brands (The RealReal, Gap, Yearly Co., WeWork) in the Klaviyo/Shopify ecosystem. However, this role needs an execution-focused marketing GRAPHIC DESIGNER producing versatile assets across web, sales collateral, landing pages, newsletters, and onboarding materials. Her design work is essentially email-design-adjacent (Canva/Figma/Photoshop for email templates, HTML/CSS), and her core strength is email marketing strategy and copy—not marketing asset production across formats. She fails both HARD design requirements as a dedicated, versatile marketing graphic designer.",
"synthesis_quote": "With Makenna, clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist, and project manager—all in one dedicated partner.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "\"Graphic design (basic)\" listed as a skill; \"Wrote, designed, and deployed all email content\"; \"Moved design production from Canva to Figma\"",
"rationale": "Both HARD requirements target a dedicated, versatile marketing graphic designer producing production-ready assets across web, sales, email, and collateral. Her design is confined to email templates within an email-marketing role, and one skill is explicitly labeled 'Graphic design (basic).' No evidence of website graphics, sales collateral, landing page design, or onboarding materials. Fails hard design bar."
},
"functional_expertise": {
"score": 35,
"weight": 20,
"evidence": "\"designing complex flows, campaigns, pop-ups, and templates\"; \"code responsive, accessible emails from scratch\"; \"pixel-perfect rendering across devices\"",
"rationale": "Deep functional expertise exists—but in email/lifecycle marketing and email template design, not in marketing graphic design as a standalone craft. Her design competence is real yet narrow (email-centric) and partly self-described as basic."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "\"high-growth luxury and lifestyle brands like The RealReal, Gap...\"; \"D2C e-commerce brand\"; industries include Ecommerce, Marketplaces",
"rationale": "Strong DTC/eCommerce and luxury-brand background aligns with the nice-to-have of DTC/eCommerce design experience and premium brand context, though not agency-side specifically."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "\"Wrote, designed, and deployed all email content—handling every step from concept to launch\"; \"Built...from scratch—designing complex flows, campaigns, pop-ups, and templates\"",
"rationale": "Clearly a hands-on operator who builds and ships, which the role values. But the hands-on work is email production, not the multi-format marketing asset production the role requires, so it only partially transfers."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "\"Mapped the full customer journey and redesigned all email & SMS flows\"; \"data-driven A/B testing strategy\"",
"rationale": "Solid strategic and testing judgment demonstrated, but focused on lifecycle/retention strategy rather than design/visual judgment for a broad marketing asset system."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "\"Photoshop\", \"Canva\", \"Squarespace\", \"Wordpress\", \"moved design production from Canva to Figma\"",
"rationale": "Owns relevant design and web tools (Photoshop, Canva, Figma, Squarespace, WordPress), giving partial platform fit—though her tool depth skews to ESPs (Klaviyo, Iterable, HubSpot) rather than a designer's core stack."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"Increased attributed email revenue by 96%\"; \"improved campaign click-through rates by 180%\"; \"data-driven A/B testing\"",
"rationale": "Strong measurement and optimization discipline, but oriented to email KPIs/revenue rather than asset production throughput—useful but secondary for this execution design role."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"status: active\", \"has_availability: true\", \"preferred_hourly_pay_rate: $75/hr\"",
"rationale": "Active and available; $75/hr rate could align with a $5-7K/month retainer at moderate hours, so budget/availability are broadly workable soft fits."
}
},
"final_score_rationale": "The dominant driver is a failure on both HARD requirements: the role needs a dedicated, versatile marketing graphic designer producing assets across website, sales collateral, landing pages, newsletters, and onboarding materials. Makenna is fundamentally an email/lifecycle marketing expert whose design experience is confined to email templates and self-labeled 'Graphic design (basic).' There is no evidence of website graphics, sales collateral, or landing page/onboarding design. Her strong lane (email strategy, copy, retention revenue growth) does not transfer to a graphic design asset-production mandate and is not rewarded here. Positive contributions come from relevant DTC/luxury industry context and ownership of some design/web tools (Photoshop, Canva, Figma, Squarespace, WordPress), plus genuine hands-on shipping habits. But these cannot offset the core mismatch, keeping the score low and passes_all_hard false.",
"evidence_snippets": [
"Makenna is a retention and brand marketing expert with 10+ years",
"Wrote, designed, and deployed all email content—handling every step from concept to launch",
"Moved design production from Canva to Figma to streamline creative workflows",
"Graphic design (basic)",
"highly proficient in HTML/CSS, and code responsive, accessible emails from scratch",
"clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist",
"With Makenna, clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist, and project manager—all in one dedicated partner.",
"\"Graphic design (basic)\" listed as a skill; \"Wrote, designed, and deployed all email content\"; \"Moved design production from Canva to Figma\""
],
"three_rs": {
"role_fit": "Poor fit: role is a hands-on marketing graphic designer; candidate is an email/lifecycle marketer who does email design, not multi-format marketing asset production.",
"readiness": "Active and available with a workable rate, but not ready to execute the core graphic design deliverables (web, sales collateral, landing pages, onboarding materials).",
"risk": "High risk that assets outside email design would be beyond her demonstrated craft; 'Graphic design (basic)' signals limited standalone design depth."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and luxury brand experience aligns with nice-to-have context",
"evidence": "high-growth luxury and lifestyle brands like The RealReal, Gap, Gymboree, Yearly Co., and WeWork"
},
{
"reason": "Owns relevant design/web tools",
"evidence": "Photoshop, Canva ... moved design production from Canva to Figma; Squarespace, Wordpress"
},
{
"reason": "Hands-on builder who ships end-to-end (though email-focused)",
"evidence": "Wrote, designed, and deployed all email content—handling every step from concept to launch"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): Candidate is an email/lifecycle marketing expert; her design work is limited to email templates and one skill is explicitly 'Graphic design (basic).' No evidence of producing an ongoing stream of production-ready marketing assets as a dedicated designer.",
"req-002 (Versatile across web, sales, email, collateral): No evidence of website graphics, sales collateral, landing page design, or client onboarding materials. Design experience is confined to email/newsletter templates, so the versatility bar across formats is not met."
]
}
],
"top_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "hello_at_mischievousdesign_com",
"email": "hello@mischievousdesign.com",
"name": "Rebecca ioannucci",
"score": 82,
"passes_all_hard": true,
"summary": "Rebecca is a versatile marketing graphic designer with 10+ years producing advertising creative, banners, email campaigns, landing pages, and presentation decks — a strong fit for an execution-focused, ongoing marketing asset production role. Her core lane is paid social/ad creative (static and motion), but she demonstrably crosses into site creative, email, landing pages, and collateral, and has heavy DTC/eCommerce and agency (Tinuiti) experience directly relevant to this Amazon marketing agency serving premium DTC brands. Her stated $75/hr rate maps to roughly $6-9K/month at 20-30 hrs/week, which sits at or slightly above the $5-7K retainer band but is workable. She is available and used to fast, ASAP starts.",
"synthesis_quote": "10+ years of experience creating stunning, top-performing advertising creative... I can help with both strategy and production of creative assets still & motion.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 80,
"weight": 25,
"evidence": "\"versatile freelance Graphic Designer... paid ads, on-site creative... homepage banners... email-ready graphics\" and \"skilled in designing cohesive email campaigns\" / Special Gathering: \"flyers, email marketing campaigns, and landing pages\"",
"rationale": "Satisfies req-001 (execution-focused ongoing asset production) and req-002 (versatile across web, sales, email, collateral) with concrete evidence of banners, on-site assets, email-ready graphics, landing pages, and decks. Slightly below top score because sales collateral and 'onboarding materials' are more implied than explicitly shown, and her center of gravity is ad creative rather than the full internal-marketing collateral suite."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "\"Expert Proficiency level of design softwares: Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma\"; \"crafted high-performing video ads... motion graphics\"; presentation decks translating complex data into visual narratives",
"rationale": "Deep, specific design craft across static, motion, decks, and email. Expert Adobe + Figma proficiency and a decade of production experience give strong functional depth for a marketing asset producer."
},
"industry_audience_relevance": {
"score": 88,
"weight": 12,
"evidence": "\"4+ years experience in graphic design, ideally for ecommerce or DTC brands\"; supports six DTC brands at BIG; Tinuiti agency work for Juice Beauty, Get Joy, Swiss Gear, Pokemon Center",
"rationale": "Extensive DTC/eCommerce and marketing-agency experience (Tinuiti is a major performance agency), directly matching req-006 nice-to-have and the company's Amazon-agency-serving-DTC context."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "\"Design and deliver ad creative... in multiple variations and formats\"; \"Create homepage banners, collection headers, and email-ready graphics\"; \"crafted high-performing video ads using After Effects and Premiere Pro\"",
"rationale": "Purely hands-on operator who personally builds and ships assets at volume with fast turnaround — exactly the executor profile the role needs. No delegation/advisory-only pattern."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "\"I can help with both strategy and production\"; \"Translate campaign briefs and product focus areas into on-brand, high-converting creative\"; \"Idea 1 outperformed 9x ROI when the expected was 2x\"",
"rationale": "Shows creative judgment and brief translation plus some results-driven thinking, though this role is execution-weighted and her strategy evidence is lighter than her production evidence."
},
"tool_platform_fit": {
"score": 88,
"weight": 8,
"evidence": "\"Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma\"; \"Proficient in Adobe Creative Suite, Figma, Canva, or similar\"",
"rationale": "Full modern design toolset (Adobe CS + Figma) that matches marketing asset production workflows. Email design tooling is implied rather than named, but core design stack is a strong fit."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "\"Idea 1 outperformed 9x ROI\"; \"excellent Cost per result... Cost per purchase: $0.62\"; \"high-converting creative\"",
"rationale": "Cites performance metrics on ad creative, showing awareness of results-driven iteration. Relevant but oriented to paid-media performance rather than the internal marketing funnel/reporting this role centers on."
},
"availability_budget_fit": {
"score": 68,
"weight": 4,
"evidence": "\"$75/hr\"; \"~20-30 hours/week\"; \"Start ASAP\"; status active, has_availability true",
"rationale": "Available and ASAP-ready (req-007 met). At $75/hr, 20-30 hrs/week implies ~$6.5-9.75K/month, at or above the $5-7K band — workable if scoped near the lower hours, but a mild budget tension."
}
},
"final_score_rationale": "Biggest drivers: deep hands-on production craft (Adobe expert + Figma), strong DTC/eCommerce and agency background (Tinuiti, BIG), and demonstrated versatility across ads, banners, email, landing pages, and decks satisfy both HARD requirements. Penalties/dampeners: her center of gravity is paid-social ad creative rather than the full internal marketing collateral/onboarding suite, sales-collateral and onboarding-material evidence is more implied than proven, and her $75/hr rate at typical hours pushes toward or past the $5-7K retainer ceiling. Strategy and measurement evidence is tilted toward paid-media performance rather than internal marketing engine work, so those dimensions are moderate.",
"evidence_snippets": [
"10+ years of experience creating stunning, top-performing advertising creative for social media (paid & organic strategies)",
"skilled in designing cohesive email campaigns aligned with paid social creative",
"Create homepage banners, collection headers, and email-ready graphics for site and retention teams",
"Special Gathering: creating flyers, email marketing campaigns, and landing pages... aesthetic to respective brand guidelines",
"Expert Proficiency level of design softwares: Adobe (Illustrator, Photoshop, InDesign, After Effects, Premiere Pro), Figma",
"Swiss Gear: executed a variety of creative ads... working within their strict brand guidelines",
"10+ years of experience creating stunning, top-performing advertising creative... I can help with both strategy and production of creative assets still & motion.",
"\"versatile freelance Graphic Designer... paid ads, on-site creative... homepage banners... email-ready graphics\" and \"skilled in designing cohesive email campaigns\" / Special Gathering: \"flyers, email marketing campaigns, and landing pages\""
],
"three_rs": {
"reach": "Strong reach across marketing asset formats — ad creative, site banners, email, landing pages, and presentation decks — for DTC/eCommerce and agency clients.",
"relevance": "Highly relevant: agency + DTC eCommerce background matches an Amazon marketing agency serving premium DTC brands; execution-focused operator profile fits the ongoing production need.",
"results": "Cites concrete performance wins (9x ROI vs 2x expected; $0.62 cost per purchase), though results are paid-media weighted rather than internal-marketing funnel."
},
"match_reasons": [
"Versatile marketing designer across web, email, landing pages, and collateral: \"homepage banners... email-ready graphics\" and \"flyers, email marketing campaigns, and landing pages\"",
"Execution-first, fast-turnaround operator: \"Fast turnaround times, comfortable with quick pivots and versioning\"",
"Directly relevant DTC/eCommerce + agency experience: six DTC brands at BIG and Tinuiti agency clients (Juice Beauty, Get Joy, Swiss Gear)",
"Comfortable applying strict brand guidelines: \"working within their strict brand guidelines\" and \"Adapt existing brand assets for different campaigns\"",
"Available ASAP with active status, matching the fast-start requirement"
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "skernart_at_gmail_com",
"email": "skernart@gmail.com",
"name": "Stephen Kern",
"score": 71,
"passes_all_hard": true,
"summary": "Stephen is an experienced NYC-based designer with a decade of work centered on motion graphics, 3D animation, and paid social/paid media ad creative for brands like Amazon, Stash, Tinuiti, and Five Below. He clearly satisfies the two HARD requirements: he is an execution-focused graphic designer who produces high volumes of marketing assets, and he has worked across multiple formats. However, his core specialty is paid social/motion/video ad production rather than the specific marketing-asset lanes this role centers on (website graphics, sales collateral, landing pages, newsletters/email, onboarding materials). He shows strong brand-system and template work (Amazon L&D brand guidelines, PlusUp brand identity) which supports the brand-guide requirement, but there is little direct evidence of email/newsletter design or sales collateral. His $90/hr rate could exceed the retainer budget on a full-time basis but is plausibly workable at part-time retainer.",
"synthesis_quote": "I'm a NYC-based motion designer... I specialize in motion graphics, 3D animation, and visual storytelling, helping brands create engaging content that drives results.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 68,
"weight": 25,
"evidence": "Graphic Designer (Paid Social) roles at PlusUp, Stash, Tinuiti; 'Created 100s of custom assets' and 'Authored brand systems and various templates adopted org-wide' at Amazon.",
"rationale": "Clearly an execution-focused, high-volume asset producer (req-001) and works across static/motion/video formats (partial req-002). But the role's specific formats (website, sales collateral, landing pages, newsletters) are largely unaddressed; his versatility skews toward ad creative, not the marketing collateral spectrum."
},
"functional_expertise": {
"score": 70,
"weight": 20,
"evidence": "'Produced a high volume of paid ad creative... developed the brand's visual identity, including logo, color system, and brand deck'; a decade of design experience.",
"rationale": "Deep design craft and brand-system experience, but the depth is concentrated in paid social/motion ad production rather than the static marketing-asset production this role centers on."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include 'Ecommerce'; worked with Amazon, Walmart, Tinuiti (a marketing agency).",
"rationale": "Ecommerce experience and agency exposure (Tinuiti) align with the DTC/Amazon-agency nice-to-have (req-006), giving relevant industry context."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "'Generate hundreds of ad variations weekly'; 'Delivered on-brand, fast-turnaround creative under tight deadlines'; 'Built custom automated workflows in Weavy AI to scale creative output.'",
"rationale": "Strongly hands-on, high-volume executor who personally builds and ships assets fast — exactly the operator profile the role needs (req-004)."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "'Developed campaign angles'; 'Collaborated with strategists and creatives to refine messaging and maximize ROI.'",
"rationale": "Shows creative judgment and campaign angle development, though this is largely performance-ad strategy rather than marketing-system planning."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "'Utilized Adobe Creative Suite'; Spline 3D, Midjourney, Kling 3.0, Nano Banana, Weavy AI; managed DAM systems.",
"rationale": "Strong core design tools (Adobe CS) and DAM/brand-system tooling fit well; no explicit ESP/newsletter or landing-page tooling mentioned."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Drove a 33.33% click-to-deposit rate, 931% above average, with a 2.74 ROA'; '$45.58 cost per registration on a top-performing static ad.'",
"rationale": "Clear performance-metric orientation and creative iteration, though tied to paid ad KPIs rather than this role's internal marketing measurement."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $90/hr; location New York.",
"rationale": "Available and AMER timezone-friendly. $90/hr implies ~67 hrs/mo to stay within the $6k midpoint, so budget fit is workable only at part-time retainer scope."
}
},
"final_score_rationale": "Score is driven up by strong hands-on execution (high-volume, fast-turnaround asset production) and solid design tooling/brand-system experience, satisfying both HARD requirements at a baseline level. It is held back because his functional depth is concentrated in paid social / motion / video ad creative rather than this role's core lanes — website graphics, sales collateral, landing pages, and especially newsletters/email and onboarding materials, where evidence is thin or absent. Per the instruction not to transfer strength from a different lane, his considerable paid-social expertise only partially counts. Budget/rate is a mild soft concern at $90/hr against a $5-7k retainer.",
"evidence_snippets": [
"I specialize in motion graphics, 3D animation, and visual storytelling",
"Produced a high volume of paid ad creative... developed the brand's visual identity, including logo, color system, and brand deck",
"Authored brand systems and various templates adopted org-wide, unifying visual communication across L&D",
"Generate hundreds of ad variations weekly across static and video formats",
"Delivered on-brand, fast-turnaround creative under tight deadlines",
"preferred_hourly_pay_rate: $90/hr",
"I'm a NYC-based motion designer... I specialize in motion graphics, 3D animation, and visual storytelling, helping brands create engaging content that drives results.",
"Graphic Designer (Paid Social) roles at PlusUp, Stash, Tinuiti; 'Created 100s of custom assets' and 'Authored brand systems and various templates adopted org-wide' at Amazon."
],
"three_rs": {
"reach": "Ecommerce and agency (Tinuiti) audience exposure aligns with the Amazon-agency/DTC context, but his output audience is ad-viewers not internal marketing collateral consumers.",
"resonance": "Strong brand-consistency and visual-identity work (Amazon L&D brand systems, PlusUp identity) supports applying a brand style guide across assets.",
"results": "Demonstrated measurable creative performance (33% click-to-deposit, 2.74 ROA), though metrics are paid-ad focused rather than marketing-collateral outcomes."
},
"match_reasons": [
{
"reason": "Execution-focused, high-volume asset producer who ships fast",
"evidence": "Generate hundreds of ad variations weekly across static and video formats"
},
{
"reason": "Brand-system and style-guide application experience",
"evidence": "Authored brand systems and various templates adopted org-wide"
},
{
"reason": "Ecommerce and marketing-agency background",
"evidence": "Industries: Ecommerce; worked with Tinuiti"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "gloria_at_roguestories_com",
"email": "gloria@roguestories.com",
"name": "Gloria Chik",
"score": 55,
"passes_all_hard": false,
"summary": "Gloria is a seasoned growth/ecommerce marketer with strong DTC, email (Klaviyo), paid media, and CRO experience. She lists \"Graphic design\" as a skill and uses Canva, Photoshop, and Illustrator, and references paid creative design. However, her profile positions her as a growth marketer and creative director, not a production-focused marketing graphic designer. There is no portfolio or concrete evidence of high-volume, versatile marketing asset production across web/sales/email/collateral, which is the core HARD requirement for this execution-focused design role. She would fit a growth marketer brief far better than a dedicated graphic designer retainer.",
"synthesis_quote": "A seasoned digital and growth marketer with roots in ecommerce, content, social media, and creative.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "skills: Graphic design; tools: Canva, Photoshop; \"Paid Creative design\"; \"Meta Creative\"",
"rationale": "Design appears as a supporting skill within growth roles (paid creative, brand/product design at diink), not as dedicated marketing asset production. No evidence of producing sales collateral, landing page graphics, newsletters, or onboarding materials as a primary output. The core HARD requirement (execution-focused marketing graphic designer) is only weakly and indirectly supported."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "\"Head of Growth and Creative Director at diink pickleball ... branding and product design\"; \"Paid Creative design\"",
"rationale": "Creative work exists but is embedded in growth/paid-media contexts. No depth or specificity on marketing graphic design craft, layout systems, or asset production volume. Functional core of this role (design production) is under-evidenced."
},
"industry_audience_relevance": {
"score": 75,
"weight": 12,
"evidence": "industries: Ecommerce, Marketing Agencies; \"DTC Brands: Daily Practice, Scamper & Co ... Lemon Collections\"; expanding a brand \"beyond Amazon\"",
"rationale": "Strong DTC/eCommerce and agency-adjacent background matches the PREFERRED nice-to-have. Even direct Amazon reference (AlongFit) is relevant to this Amazon marketing agency."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "\"Relaunched Meta paid creative\"; \"Managed paid media content and creative\"; \"D2C Website set up - brand shoot\"",
"rationale": "Clearly a hands-on operator, but the hands-on work is predominantly growth/paid/email execution rather than graphic design deliverables. Some creative production hands-on but not focused asset production."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "\"overhauling their entire paid media strategy\"; \"Comprehensive Strategy Overhaul\"; CRO audit at Pehr",
"rationale": "Demonstrates solid marketing strategy and judgment, though the role is execution-focused design where strategy is secondary."
},
"tool_platform_fit": {
"score": 65,
"weight": 8,
"evidence": "tools: Canva, Photoshop, Illustrator, Landing page tools (Instapage, Unbounce), Email tools (Klaviyo)",
"rationale": "Owns relevant design/landing/email tools. Lacks explicit Figma/InDesign or dedicated design-production workflow evidence, but Photoshop/Illustrator/Canva plus landing page and email tools give reasonable coverage."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"CAC ... as low as $2.32\"; \"4x Return on Ad Spend\"; \"CRO Project / Audit\"",
"rationale": "Strong measurement chops, but oriented to growth/performance metrics rather than design asset iteration. Relevant only tangentially to this design production role."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "has_availability: true; preferred_hourly_pay_rate: $75/hr; location: Toronto (AMER)",
"rationale": "Available and AMER timezone fit. At $75/hr, a ~$6k/month retainer implies ~20 hrs/week, workable but her rate reflects senior growth-marketer positioning rather than production-designer economics."
}
},
"final_score_rationale": "The biggest penalty is on hard_requirements_fit and functional_expertise: this role needs a dedicated, execution-focused marketing graphic designer producing a steady stream of web/sales/email/collateral assets, and Gloria's profile positions her as a growth marketer/creative director whose design work is a supporting element of paid-media and brand initiatives. There is no portfolio evidence of versatile marketing asset production. She scores well on industry/audience relevance (strong DTC/eCommerce and even Amazon exposure) and shows hands-on ability and tool coverage, but those strengths sit in a different lane (growth/performance) that the rubric instructs not to transfer. She fails the two HARD requirements (asset production, format versatility) on evidence, so passes_all_hard is false.",
"evidence_snippets": [
"A seasoned digital and growth marketer with roots in ecommerce, content, social media, and creative.",
"Head of Growth and Creative Director at diink pickleball ... branding and product design",
"Relaunched Meta paid creative to generate CAC ... as low as $13.84",
"skills: Graphic design; tools: Canva, Photoshop, Illustrator",
"DTC Brands: Daily Practice, Scamper & Co, By The Namesake ... Lemon Collections",
"preferred_hourly_pay_rate: $75/hr",
"skills: Graphic design; tools: Canva, Photoshop; \"Paid Creative design\"; \"Meta Creative\"",
"\"Head of Growth and Creative Director at diink pickleball ... branding and product design\"; \"Paid Creative design\""
],
"three_rs": {
"role_fit": "Misaligned: candidate is a growth marketer, not a dedicated marketing graphic designer/production role.",
"readiness": "Available now, AMER timezone, active status.",
"rate": "$75/hr; a $5-7k/month retainer would fund ~15-20 hrs/week, but rate reflects senior growth positioning."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and agency-adjacent industry fit",
"evidence": "DTC Brands: Daily Practice, Scamper & Co ... Lemon Collections; industries include Marketing Agencies"
},
{
"reason": "Some creative/design production exposure",
"evidence": "Head of Growth and Creative Director at diink pickleball ... product design; Paid Creative design"
},
{
"reason": "Relevant design and email/landing tools",
"evidence": "tools: Canva, Photoshop, Illustrator, Landing page tools (Instapage, Unbounce), Klaviyo"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No concrete evidence of ongoing, execution-focused marketing asset production. Design appears only as a supporting skill inside growth/paid-media roles (\"Paid Creative design\", \"branding and product design\"), not as a dedicated design production function.",
"req-002 (Versatile across formats): No evidence of executing across website graphics, sales collateral, landing page design, newsletters, and onboarding materials as design deliverables. Her work spans growth channels, not the required breadth of marketing design formats."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "valbonatika_at_gmail_com",
"email": "valbonatika@gmail.com",
"name": "Valbona Demiri",
"score": 51,
"passes_all_hard": false,
"summary": "Valbona is a content and email marketer, not a dedicated marketing graphic designer. Her profile centers on content strategy, copywriting, LinkedIn/social growth, and email campaigns. She lists \"Graphic design\" as a skill and uses Canva/Photoshop, and has produced brochures, sales decks, and email designs, but there is no evidence of a versatile, high-volume marketing asset production practice across web, sales collateral, landing pages, and newsletters as a design specialist. This role needs an execution-focused designer, and her design work reads as supporting output of a content role rather than core competency.",
"synthesis_quote": "\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva\" — design is a secondary output within a primarily content/email marketing practice.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "\"Graphic design\" listed as a skill; tools include \"Canva, Photoshop\"; \"Created social media posts, brochures... using Adobe Premiere and Canva\"; \"Built dynamic sales deck templates\"",
"rationale": "req-001 (marketing asset production) and req-002 (versatility across web/sales/email/collateral) are only partially and indirectly met. She has produced brochures, decks, and designed emails, but design is not her core function — she is classified as Content Marketer and Email Marketer. No evidence of ongoing, production-ready marketing asset design as a design specialist. Both HARD requirements are weakly supported, so this must be low and passes_all_hard is false."
},
"functional_expertise": {
"score": 35,
"weight": 20,
"evidence": "\"Graphic design\" skill; \"Created a detailed brand book... including brand voice, visuals\"; \"Produced consumer-focused brochures\"; \"designed emails, and build them in Service Titan\"",
"rationale": "Core function requested is graphic design. Her demonstrated depth is in content, copywriting, and email marketing, with design as an ancillary skill. Some concrete design artifacts (brochures, brand book, sales decks, email layouts) exist, but the specificity and volume expected of a marketing designer are absent."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries include \"Ecommerce, Marketing Agencies\"; DTC work at Aerterra, GutID, Mate Health; \"Aligned with wellness and eco-conscious... DTC\"",
"rationale": "Strong relevance to DTC/eCommerce and marketing agency contexts (req-006 preferred), which fits the Amazon agency serving premium DTC brands. This is a genuine strength, though it is content/email context rather than design."
},
"hands_on_execution": {
"score": 55,
"weight": 15,
"evidence": "\"draft copy, design emails, and build them in Service Titan\"; \"Created social media posts, brochures\"; \"redesigned skimmable email layouts\"",
"rationale": "She is clearly a hands-on operator who personally builds and ships work, which is positive. However, the hands-on execution is largely content/email/social rather than the graphic design production the role needs. Credit for operator mindset, penalized for lane mismatch."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "\"Developed content strategy\"; \"Discovered our winning content formula: carousels, polls, and video\"; \"Built and managed the content calendar\"",
"rationale": "Demonstrates solid marketing judgment, testing, and prioritization — but this is content/growth strategy. For a pure execution designer role, strategy is secondary; her judgment is real but not design-specific."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools: \"Canva, Photoshop, Webflow, Wordpress\"; \"using Adobe Premiere and Canva\"",
"rationale": "Has Canva and Photoshop (relevant), plus Webflow/WordPress for web. Missing evidence of core design suite depth (e.g., Figma, Illustrator, InDesign) or advanced production workflows. Partial fit."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "\"Doubled open rates from a 12% baseline to a peak of 23.9%\"; \"9x improvement in click rates\"; \"Build monthly performance decks\"",
"rationale": "Strong measurement/optimization track record, but in email/content KPIs. Not central to a production design role, though it signals a results-oriented operator."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "\"status: active\", \"has_availability: true\", \"preferred_hourly_pay_rate: $60/hr\", US-based (Chicago)",
"rationale": "Active with availability, US timezone friendly. $60/hr implies roughly a $6-7k/month retainer at ~25-30 hrs/wk, near the top of the $5-7k band (req-005). Reasonable fit on availability and budget."
}
},
"final_score_rationale": "The dominant driver is a lane mismatch: the role is an execution-focused marketing graphic designer, but Valbona's profile is fundamentally a Content Marketer / Email Marketer. The two HARD requirements (ongoing marketing asset production and versatility across web/sales/email/collateral as a design specialist) are only weakly and indirectly supported by brochures, brand book, sales decks, and email design work — insufficient concrete proof of dedicated design production, so passes_all_hard is false and hard_requirements_fit is low. Functional expertise scores low because design is a secondary skill. Offsetting positives are strong DTC/agency industry relevance, an operator (hands-on) mindset, availability, and budget fit — but per instructions I did not transfer her strong content/email strengths into design scores.",
"evidence_snippets": [
"Skills: \"Graphic design\"; Roles: \"Content Marketer, Email Marketer\"",
"\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva for Aerterra.\"",
"\"Created a detailed brand book to establish Mate Health's identity, including brand voice, visuals, and messaging guidelines.\"",
"\"Built dynamic sales deck templates, enabling the team to present their solutions persuasively.\"",
"\"draft copy, design emails, and build them in Service Titan\"",
"Tools: \"Canva, Google Analytics, HubSpot, Photoshop, Webflow, Wordpress\"",
"\"Created social media posts, brochures, and edited short video clips using Adobe Premiere and Canva\" — design is a secondary output within a primarily content/email marketing practice.",
"\"Graphic design\" listed as a skill; tools include \"Canva, Photoshop\"; \"Created social media posts, brochures... using Adobe Premiere and Canva\"; \"Built dynamic sales deck templates\""
],
"three_rs": {
"reject": "Not a fit as a dedicated marketing graphic designer; core identity is content/email marketing with design as an ancillary skill.",
"revise": "If the client would accept a content-led generalist who also designs light assets in Canva/Photoshop, she could be reconsidered — but that is not this role.",
"reconsider": "Better matched to a content marketer or email marketer role, especially DTC/eCommerce or agency clients."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and marketing agency industry experience",
"evidence": "Industries: \"Ecommerce, Marketing Agencies\"; DTC clients Aerterra, GutID, Mate Health"
},
{
"reason": "Has produced some marketing collateral (brochures, brand book, sales decks)",
"evidence": "\"Produced consumer-focused brochures\" / \"Built dynamic sales deck templates\""
},
{
"reason": "Hands-on operator, available, budget-compatible",
"evidence": "\"has_availability: true\", \"$60/hr\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of dedicated, ongoing production-ready marketing asset design as a core function. Design appears as a supporting output of a content/email role (brochures, decks, email layouts), not a design specialty.",
"req-002 (Versatile across formats web/sales/email/collateral as a designer): Insufficient proof of graphic design execution across website graphics, landing pages, and collateral at the depth/volume a design production role requires; her cross-format work is content/copy/email-led rather than design-led."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kennanielsen_at_gmail_com",
"email": "kennanielsen@gmail.com",
"name": "Makenna Nielsen",
"score": 49,
"passes_all_hard": false,
"summary": "Makenna is a strong lifecycle/retention and email/SMS marketer with 10+ years supporting luxury DTC brands (The RealReal, Gap, Yearly Co., WeWork) in the Klaviyo/Shopify ecosystem. However, this role needs an execution-focused marketing GRAPHIC DESIGNER producing versatile assets across web, sales collateral, landing pages, newsletters, and onboarding materials. Her design work is essentially email-design-adjacent (Canva/Figma/Photoshop for email templates, HTML/CSS), and her core strength is email marketing strategy and copy—not marketing asset production across formats. She fails both HARD design requirements as a dedicated, versatile marketing graphic designer.",
"synthesis_quote": "With Makenna, clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist, and project manager—all in one dedicated partner.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "\"Graphic design (basic)\" listed as a skill; \"Wrote, designed, and deployed all email content\"; \"Moved design production from Canva to Figma\"",
"rationale": "Both HARD requirements target a dedicated, versatile marketing graphic designer producing production-ready assets across web, sales, email, and collateral. Her design is confined to email templates within an email-marketing role, and one skill is explicitly labeled 'Graphic design (basic).' No evidence of website graphics, sales collateral, landing page design, or onboarding materials. Fails hard design bar."
},
"functional_expertise": {
"score": 35,
"weight": 20,
"evidence": "\"designing complex flows, campaigns, pop-ups, and templates\"; \"code responsive, accessible emails from scratch\"; \"pixel-perfect rendering across devices\"",
"rationale": "Deep functional expertise exists—but in email/lifecycle marketing and email template design, not in marketing graphic design as a standalone craft. Her design competence is real yet narrow (email-centric) and partly self-described as basic."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "\"high-growth luxury and lifestyle brands like The RealReal, Gap...\"; \"D2C e-commerce brand\"; industries include Ecommerce, Marketplaces",
"rationale": "Strong DTC/eCommerce and luxury-brand background aligns with the nice-to-have of DTC/eCommerce design experience and premium brand context, though not agency-side specifically."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "\"Wrote, designed, and deployed all email content—handling every step from concept to launch\"; \"Built...from scratch—designing complex flows, campaigns, pop-ups, and templates\"",
"rationale": "Clearly a hands-on operator who builds and ships, which the role values. But the hands-on work is email production, not the multi-format marketing asset production the role requires, so it only partially transfers."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "\"Mapped the full customer journey and redesigned all email & SMS flows\"; \"data-driven A/B testing strategy\"",
"rationale": "Solid strategic and testing judgment demonstrated, but focused on lifecycle/retention strategy rather than design/visual judgment for a broad marketing asset system."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "\"Photoshop\", \"Canva\", \"Squarespace\", \"Wordpress\", \"moved design production from Canva to Figma\"",
"rationale": "Owns relevant design and web tools (Photoshop, Canva, Figma, Squarespace, WordPress), giving partial platform fit—though her tool depth skews to ESPs (Klaviyo, Iterable, HubSpot) rather than a designer's core stack."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"Increased attributed email revenue by 96%\"; \"improved campaign click-through rates by 180%\"; \"data-driven A/B testing\"",
"rationale": "Strong measurement and optimization discipline, but oriented to email KPIs/revenue rather than asset production throughput—useful but secondary for this execution design role."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"status: active\", \"has_availability: true\", \"preferred_hourly_pay_rate: $75/hr\"",
"rationale": "Active and available; $75/hr rate could align with a $5-7K/month retainer at moderate hours, so budget/availability are broadly workable soft fits."
}
},
"final_score_rationale": "The dominant driver is a failure on both HARD requirements: the role needs a dedicated, versatile marketing graphic designer producing assets across website, sales collateral, landing pages, newsletters, and onboarding materials. Makenna is fundamentally an email/lifecycle marketing expert whose design experience is confined to email templates and self-labeled 'Graphic design (basic).' There is no evidence of website graphics, sales collateral, or landing page/onboarding design. Her strong lane (email strategy, copy, retention revenue growth) does not transfer to a graphic design asset-production mandate and is not rewarded here. Positive contributions come from relevant DTC/luxury industry context and ownership of some design/web tools (Photoshop, Canva, Figma, Squarespace, WordPress), plus genuine hands-on shipping habits. But these cannot offset the core mismatch, keeping the score low and passes_all_hard false.",
"evidence_snippets": [
"Makenna is a retention and brand marketing expert with 10+ years",
"Wrote, designed, and deployed all email content—handling every step from concept to launch",
"Moved design production from Canva to Figma to streamline creative workflows",
"Graphic design (basic)",
"highly proficient in HTML/CSS, and code responsive, accessible emails from scratch",
"clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist",
"With Makenna, clients gain a fractional lifecycle/retention marketing leader, email & SMS marketing expert, designer, copywriter, content strategist, and project manager—all in one dedicated partner.",
"\"Graphic design (basic)\" listed as a skill; \"Wrote, designed, and deployed all email content\"; \"Moved design production from Canva to Figma\""
],
"three_rs": {
"role_fit": "Poor fit: role is a hands-on marketing graphic designer; candidate is an email/lifecycle marketer who does email design, not multi-format marketing asset production.",
"readiness": "Active and available with a workable rate, but not ready to execute the core graphic design deliverables (web, sales collateral, landing pages, onboarding materials).",
"risk": "High risk that assets outside email design would be beyond her demonstrated craft; 'Graphic design (basic)' signals limited standalone design depth."
},
"match_reasons": [
{
"reason": "DTC/eCommerce and luxury brand experience aligns with nice-to-have context",
"evidence": "high-growth luxury and lifestyle brands like The RealReal, Gap, Gymboree, Yearly Co., and WeWork"
},
{
"reason": "Owns relevant design/web tools",
"evidence": "Photoshop, Canva ... moved design production from Canva to Figma; Squarespace, Wordpress"
},
{
"reason": "Hands-on builder who ships end-to-end (though email-focused)",
"evidence": "Wrote, designed, and deployed all email content—handling every step from concept to launch"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): Candidate is an email/lifecycle marketing expert; her design work is limited to email templates and one skill is explicitly 'Graphic design (basic).' No evidence of producing an ongoing stream of production-ready marketing assets as a dedicated designer.",
"req-002 (Versatile across web, sales, email, collateral): No evidence of website graphics, sales collateral, landing page design, or client onboarding materials. Design experience is confined to email/newsletter templates, so the versatility bar across formats is not met."
]
}
],
"near_misses": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jackie_at_emailbeam_co",
"email": "jackie@emailbeam.co",
"name": "Jackie Ayala",
"score": 43,
"passes_all_hard": false,
"summary": "Jackie is a seasoned email/lifecycle marketing strategist (10+ years, Klaviyo, ecommerce and agency clients) but she is not a marketing graphic designer. Her only design credential is \"Graphic design (basic)\" and generic design tools (Photoshop, Canva). The role needs an execution-focused, versatile marketing graphic designer producing web, sales collateral, landing page, and newsletter assets on an ongoing retainer. She fails both HARD design-production requirements.",
"synthesis_quote": "I help mission-driven businesses generate repeat revenue through high-converting email marketing strategies... over 10 years of experience in email marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Skills list shows only 'Graphic design (basic)'; primary role is 'Email Marketer'.",
"rationale": "Both HARD requirements demand an execution-focused, versatile marketing graphic designer producing web/sales/email/collateral assets. Jackie's design capability is self-labeled 'basic' and she has no portfolio of production-ready graphic design work. She fails req-001 and req-002."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "'served as a strategist, copywriter, designer, and developer' for email; 'Graphic design (basic)'.",
"rationale": "The core function here is graphic design asset production, not email strategy. Her design work is limited to email template design within Klaviyo; no evidence of versatile marketing graphic design across formats. Only weak, adjacent proof."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries: Ecommerce, Marketing Agencies; clients incl. Pop & Bottle, Iconic Protein; 'Australian marketing agency' work.",
"rationale": "Strong DTC/ecommerce and agency exposure, matching the preferred agency/DTC background (req-006). This is the one dimension where she genuinely fits."
},
"hands_on_execution": {
"score": 55,
"weight": 15,
"evidence": "'wrote campaign copy, managed Klaviyo implementation, and delivered performance reporting'; 'Built a full-funnel email ecosystem from the ground up'.",
"rationale": "She is clearly a hands-on operator, but hands-on in email execution, not graphic design production. Execution muscle exists but in the wrong lane for this role."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "'conducting email audits to pinpoint revenue losses'; 'continuous data analysis to inform adjustments and optimizations'.",
"rationale": "Good diagnostic and prioritization judgment for email programs. Not design judgment, but transferable planning skill is evident."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "Tools: 'Design tools (Photoshop, Canva, etc)', Klaviyo, Shopify, Mailchimp.",
"rationale": "Photoshop/Canva are relevant design tools but listed generically. No mention of Figma, Illustrator, InDesign, or a design system workflow expected of a marketing designer. Tools skew to ESP/CRM."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "'421% increase in conversions'; 'A/B testing and performance reporting'; 'monitored KPIs such as click-per-unique open rate'.",
"rationale": "Excellent measurement rigor, though centered on email performance rather than design/asset optimization. Partial relevance."
},
"availability_budget_fit": {
"score": 75,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $50/hr; Long Beach, CA (US timezone).",
"rationale": "Active and available, US-based for fast start; $50/hr aligns comfortably within the $5-7K/month retainer budget."
}
},
"final_score_rationale": "The dominant driver is a HARD-requirement failure: this role needs a versatile, execution-focused marketing graphic designer producing web, sales, landing page, and newsletter assets, and Jackie's design capability is explicitly 'basic.' Her deep strength is email/lifecycle marketing strategy—an adjacent but different lane that the rubric instructs not to transfer. She scores well on industry relevance (DTC/agency ecommerce), measurement, and availability, but these cannot offset the core mismatch on the two HARD design-production requirements. Net: a strong email marketer, wrong role.",
"evidence_snippets": [
"roles: Email Marketer",
"Graphic design (basic)",
"served as a strategist, copywriter, designer, and developer",
"led end-to-end email marketing strategy and execution for a roster of ecommerce clients including Pop & Bottle, Iconic Protein",
"over 10 years of experience in email marketing",
"Design tools (Photoshop, Canva, etc)",
"I help mission-driven businesses generate repeat revenue through high-converting email marketing strategies... over 10 years of experience in email marketing.",
"Skills list shows only 'Graphic design (basic)'; primary role is 'Email Marketer'."
],
"three_rs": {
"reach": "B2C ecommerce and marketing-agency audiences via email/SMS owned channels.",
"resonance": "Strong at conversion-focused email copy and lifecycle relationship-building, not visual/graphic asset creation.",
"reaction": "Drives measurable email revenue lifts (e.g., 421% conversion increase), but not design deliverables."
},
"match_reasons": [
{
"reason": "DTC/ecommerce and agency industry fit",
"evidence": "Industries: Ecommerce, Marketing Agencies; clients Pop & Bottle, Iconic Protein, Atoria's."
},
{
"reason": "Available and budget-compatible for fast start",
"evidence": "status active, has_availability true, $50/hr, US-based Long Beach."
}
],
"hard_fail_reasons": [
"req-001 fails: role requires an execution-focused marketing graphic designer producing ongoing production-ready assets; candidate's design skill is self-labeled 'Graphic design (basic)' with no graphic design portfolio—her core is email marketing.",
"req-002 fails: role requires versatility across website graphics, sales collateral, landing pages, and newsletters/email as a designer; candidate shows no evidence of designing these formats beyond email templates within Klaviyo."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "myriam_at_mckcreatives_com",
"email": "myriam@mckcreatives.com",
"name": "Myriam Gibson",
"score": 43,
"passes_all_hard": false,
"summary": "Myriam is a strategic lifecycle/brand marketer and Fractional CMO, not a production graphic designer. The role requires an execution-focused designer who personally produces a steady stream of marketing assets across web, sales, email, and collateral formats. Her profile shows only \"Graphic design (basic)\" and explicitly \"Visual Brand management (not direct design)\" — she directs creative and manages brand books rather than personally designing assets. She fails both HARD requirements for hands-on marketing asset production and versatile design execution across formats.",
"synthesis_quote": "Visual Brand management (not direct design) / Graphic design (basic) / Directing brand book / guide / Led creative strat. across all marketing channels",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "\"Graphic design (basic)\"; \"Visual Brand management (not direct design)\"; \"Directing brand book / guide\"",
"rationale": "The two HARD requirements demand a hands-on graphic designer producing marketing assets across formats. Her self-classified skills explicitly say design is only basic and that her visual brand work is NOT direct design. She directs creative, not produces it. Both HARD requirements fail."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "\"Graphic design (basic)\"; \"Creative direction\"; strong lifecycle/email/brand strategy background",
"rationale": "Deep functional expertise, but in lifecycle/retention/brand strategy and email marketing — not graphic design production. Only basic design skill. The core function requested is production design, where she is weak."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "\"high-velocity DTC brands spanning beauty, fashion, and wellness\"; industries include Ecommerce, Marketing Agencies, Marketplaces",
"rationale": "Strong DTC/eCommerce and agency-adjacent experience matches the nice-to-have industry context (Amazon agency serving premium DTC brands). This is her strongest genuine fit dimension."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "\"Led creative strat. across all marketing channels\"; \"Oversaw creative strategy\"; \"Directing website rebrand\"",
"rationale": "She personally executes in email/lifecycle (coded HTML/CSS templates, Jira builds), but on the DESIGN axis she oversees and directs rather than personally producing assets. The role needs a design operator; her design execution is thin."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "\"translate business objectives into scalable marketing strategies\"; \"Repositioned brand and patient experience\"",
"rationale": "Excellent strategic judgment and brand positioning, but this is largely beyond the scope of an execution-focused production design retainer."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "\"Design tools (Photoshop, Canva, etc)\"; \"Figma is my preferred creative tool for asset management\"; Photoshop, Canva listed",
"rationale": "She uses Figma, Photoshop, and Canva, but framed around asset management, campaign reviews, and feedback workflows rather than hands-on design production. Partial tool fit."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "\"increasing referral rate from 1% to 3%\"; \"improved activation 35% and retention 25%\"; A/B testing, GA4",
"rationale": "Strong measurement and optimization track record, though concentrated in lifecycle/retention metrics rather than design/asset performance."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "\"$55/hr\"; status: onboarded; has_availability: true",
"rationale": "$55/hr at ~40hrs/wk exceeds the $6K midpoint, but part-time retainer could fit the $5-7K band; onboarded and available for a fast start."
}
},
"final_score_rationale": "The dominant driver is a failure of both HARD requirements: the role needs a hands-on production graphic designer versatile across web/sales/email/collateral, but Myriam's profile explicitly lists design as \"basic\" and her visual brand work as \"not direct design.\" She is a lifecycle/brand strategy leader and Fractional CMO who directs creative rather than producing assets. Her strong DTC/eCommerce industry relevance and strategic/measurement chops cannot transfer to this execution-focused design role. Because hard_requirements_fit and hands_on_execution (the highest-weighted design dimensions) are low, the composite score is low despite genuine strengths in an unrelated lane.",
"evidence_snippets": [
"\"Graphic design (basic)\"",
"\"Visual Brand management (not direct design)\"",
"\"Directing brand book / guide\" / \"Directing website rebrand\"",
"\"Figma is my preferred creative tool for asset management, campaign reviews, and cross-functional collaboration\"",
"\"Strategic marketing leader & Fractional CMO with 10+ years\"",
"\"Led creative strat. across all marketing channels\"",
"Visual Brand management (not direct design) / Graphic design (basic) / Directing brand book / guide / Led creative strat. across all marketing channels",
"\"Graphic design (basic)\"; \"Visual Brand management (not direct design)\"; \"Directing brand book / guide\""
],
"three_rs": {
"role_fit": "Poor fit — she is a lifecycle/brand strategy leader and Fractional CMO, not a hands-on production graphic designer.",
"readiness": "Onboarded and available, but not ready to execute the design production work this role requires.",
"risk": "High risk of mismatch: role needs an asset-producing design operator; she directs creative and self-rates design as basic, so day-to-day production output would likely fall short."
},
"match_reasons": [
{
"reason": "Relevant DTC/eCommerce and agency industry background",
"evidence": "\"high-velocity DTC brands spanning beauty, fashion, and wellness\""
},
{
"reason": "Familiar with core design tools (as management/review, not production)",
"evidence": "\"Design tools (Photoshop, Canva, etc)\"; \"Figma is my preferred creative tool for asset management\""
},
{
"reason": "Understands brand consistency and style guides at a directing level",
"evidence": "\"Directing brand book / guide\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Profile explicitly lists \"Graphic design (basic)\" and \"Visual Brand management (not direct design)\" — she directs creative and manages brand rather than personally producing marketing assets.",
"req-002 (Versatile across formats: web, sales, email, collateral): FAILS as a designer. She executes across channels strategically and in email/lifecycle, but there is no evidence she personally designs website graphics, sales collateral, landing pages, or onboarding materials; design work is described as oversight/direction."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "raquel_at_raquelbowles_com",
"email": "raquel@raquelbowles.com",
"name": "Raquel Bowles",
"score": 42,
"passes_all_hard": false,
"summary": "Raquel is a data-driven growth/brand marketing leader with strong funnel, demand gen, CRM, and paid media experience across DTC, ecommerce, and services. However, this role needs an execution-focused graphic designer producing ongoing marketing assets (web graphics, sales collateral, landing pages, newsletters, onboarding materials). Her profile lists \"Graphic design\" as a skill and Canva as a tool, but every work-history entry describes strategy, growth, and campaign leadership — not hands-on production of design assets. She fails the two HARD design-execution requirements because there is no concrete evidence she personally designs marketing assets at a production-ready quality bar.",
"synthesis_quote": "Data-driven marketing leader... a dynamic leader who balances strategic foresight with a relentless focus on execution and sales velocity.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Skills list includes \"Graphic design\" and tool \"Canva\"; but work history is entirely growth/brand strategy: \"Led growth for 3 Graze Craze locations; built full funnel systems\"; \"guiding the creation of compelling graphics and copy\" (guiding, not producing).",
"rationale": "The HARD requirements demand an execution-focused designer producing ongoing marketing assets across formats. Raquel shows she leads/guides creative rather than personally producing production-ready design assets. A bare skill tag and Canva are weak proof; no portfolio-level design execution is described. Both design HARD reqs effectively fail."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "\"guiding the creation of compelling graphics and copy that resonated with the identified personas\"; skill list: \"Graphic design\"; tool: \"Canva\".",
"rationale": "Core function here is marketing graphic design production. Her functional depth is in growth marketing, demand gen, and brand strategy — not hands-on visual design. Evidence of actual asset production (layouts, typography, brand-system execution) is absent, so functional fit to THIS role is weak."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries include \"Ecommerce\", \"Marketing Agencies\", \"Marketplaces\"; DTC-style clients like \"Lucie's Wholesome Kitchen\" and \"Graze Craze\" franchises; product prices span consumer ranges.",
"rationale": "Strong DTC/ecommerce and agency-adjacent exposure matches the nice-to-have industry context. This is genuinely relevant, though it supports her marketing background more than the design production need."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "\"I oversaw the execution of all marketing programs\"; \"Developed multiple tailored email funnels\"; \"Restructured pages to clarify...approach\" — but design work is described as oversight/guidance.",
"rationale": "She is hands-on in campaign/funnel/email execution, but the role needs hands-on DESIGN execution. She led digital advertising teams and guided graphics creation rather than building assets herself. As a designer-operator she reads as advisory/managerial, which the role penalizes."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "\"Defined five distinct personas\"; \"comprehensive marketing strategy anchored by Jordan's recent $30 million verdict\"; \"identified four distinct customer personas\".",
"rationale": "Strong strategic diagnosis, prioritization, and planning judgment across multiple engagements. This is her clear strength, but it is only lightly weighted for an execution-focused design retainer."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools: \"Canva\", \"Email tools (Mailchimp, Klaviyo)\", \"Landing page tools (Instapage, Unbounce)\", \"Ecommerce tools (Shopify, Magento)\".",
"rationale": "Canva plus landing page and email platforms overlap with asset delivery surfaces, but there is no Adobe Creative Suite, Figma, or design-system tooling that a marketing designer would typically use. Partial fit only."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "\"drove 17% CTR, 9% CVR, $0.24 CPC\"; \"ROAS 4:1\"; \"cut CPL 60%\"; \"built eight Google Analytics accounts\".",
"rationale": "Excellent measurement, KPI ownership, and optimization track record — but oriented to media/growth performance rather than design iteration. Still credible evidence of data-driven improvement."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"has_availability: true\"; \"preferred_hourly_pay_rate: $100/hr\"; status active.",
"rationale": "Available and active, supporting a fast start. At $100/hr a ~$6K/month retainer implies ~15 hrs/week, which is workable but her senior-strategist rate framing suggests a mismatch for a production-designer retainer."
}
},
"final_score_rationale": "The dominant penalty is the HARD requirements: this is a hands-on marketing graphic designer producing ongoing assets, and Raquel's evidence shows growth/brand strategy leadership, not personal design production. She \"guided the creation of graphics\" and \"led the digital advertising team\" — advisory rather than executional design. The only design signals are a skill tag and Canva, which are weak/generic proof. Her genuine strengths (strategy, measurement, DTC/ecommerce industry fit) are real but only lightly weighted and largely non-transferable to a production-designer brief. She fails passes_all_hard and lands low overall.",
"evidence_snippets": [
"skills: \"Graphic design\"; tools: \"Canva\"",
"\"Raquel led the digital advertising team, guiding the creation of compelling graphics and copy\"",
"\"Led growth for 3 Graze Craze locations; built full funnel systems, drove 17% CTR, 9% CVR\"",
"\"Developed multiple tailored email funnels to guide prospects and current members\"",
"\"I oversaw the execution of all marketing programs, ensuring that they align with our strategic objectives\"",
"\"Data-driven marketing leader with a proven track record of creating and executing omnichannel marketing\"",
"Data-driven marketing leader... a dynamic leader who balances strategic foresight with a relentless focus on execution and sales velocity.",
"Skills list includes \"Graphic design\" and tool \"Canva\"; but work history is entirely growth/brand strategy: \"Led growth for 3 Graze Craze locations; built full funnel systems\"; \"guiding the creation of compelling graphics and copy\" (guiding, not producing)."
],
"three_rs": {
"reject": "Not a fit as the ongoing production graphic designer — profile shows growth/brand strategy leadership, not hands-on marketing asset production.",
"redirect": "Could be considered for a growth marketer or brand strategy engagement, or the separate director-of-marketing/growth support role, where her demand gen and funnel strengths apply.",
"reconsider": "If she can provide a design portfolio demonstrating personally-produced web, email, and collateral assets built within a brand style guide, revisit for the design role."
},
"match_reasons": [
{
"reason": "DTC/ecommerce and agency industry exposure relevant to the client base",
"evidence": "Industries: \"Ecommerce\", \"Marketing Agencies\", \"Marketplaces\"; DTC clients like Graze Craze and Lucie's Wholesome Kitchen"
},
{
"reason": "Available and active for a fast start",
"evidence": "\"has_availability: true\"; status active"
},
{
"reason": "Familiar with landing pages, email tools, and Canva that touch asset delivery",
"evidence": "Tools include \"Canva\", \"Landing page tools (Instapage, Unbounce)\", \"Email tools (Mailchimp, Klaviyo)\""
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No concrete evidence of personally producing marketing design assets. Work history describes guiding/overseeing creative and running growth programs; only a skill tag and Canva support design.",
"req-002 (Versatile across formats — web, sales, email, collateral): No demonstrated production of website graphics, sales collateral, or newsletter designs by her own hand; email work is funnel/copy strategy, not design execution."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "janky_patel_at_gmail_com",
"email": "janky.patel@gmail.com",
"name": "Janky Patel",
"score": 42,
"passes_all_hard": false,
"summary": "Janky Patel is a strong paid social / growth marketer for DTC beauty and jewelry brands, with demonstrated Meta/TikTok ad buying, email lifecycle work in Klaviyo, and creative strategy. However, this role requires an execution-focused MARKETING GRAPHIC DESIGNER who personally produces production-ready assets across web, sales collateral, landing pages, and newsletters. Her profile shows creative direction/strategy and campaign execution, not hands-on graphic design production. There is no portfolio, no evidence of building website graphics, sales collateral, or newsletter layouts, and Canva is the only design-adjacent tool. She fails both HARD requirements.",
"synthesis_quote": "Her role encompassed ad buying, creative strategy, email marketing, and influencer marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Roles: Growth Marketer, Paid Social Media Marketer; tools list only Canva as design-adjacent; work history centers on ad buying and creative strategy, not asset production.",
"rationale": "Both HARD requirements (execution-focused marketing graphic designer; versatile across web/sales/email/collateral design) are unmet. She directs creative and manages campaigns but there is no evidence she personally produces production-ready marketing design assets. Low score."
},
"functional_expertise": {
"score": 25,
"weight": 20,
"evidence": "'a systematic creative strategy'; 'writing, designing, and implementing automated email series'; 'Creative strategy/direction' skill.",
"rationale": "Core function requested is graphic design production. Her expertise is paid social/growth marketing with creative direction, not design craft. Email 'design' references are template/lifecycle work, not versatile marketing design across formats. Weak fit."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "'Machete, a direct-to-consumer high-end jewelry brand'; 'Too Faced', 'Estee Lauder', industries include Ecommerce and Marketing Agencies.",
"rationale": "Strong DTC/eCommerce and agency-adjacent background, which is the PREFERRED industry context. This is her strongest dimension."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "'scaling the company's Facebook advertising budget'; 'A/B testing efforts'; 'designed targeted email campaigns'.",
"rationale": "She is clearly hands-on, but as a paid social/email operator, not as a graphic asset producer. The execution the role needs (building web/sales/email design assets) is not evidenced."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "'tailored ad copy to different stages of the marketing funnel'; 'rigorous audience testing regime and a systematic creative strategy'.",
"rationale": "Demonstrates solid marketing strategy, funnel judgment, and test-and-learn thinking, though not design-specific judgment."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "tools: Canva, Klaviyo, Landing page tools (Instapage, Unbounce), Shopify.",
"rationale": "Canva is the only design tool and there is no Adobe Creative Suite (Illustrator/Photoshop/InDesign) or Figma. Landing page/ESP tools are marketing-ops oriented, not design production. Weak fit for a designer role."
},
"measurement_optimization": {
"score": 75,
"weight": 6,
"evidence": "'2.5-fold increase in ROAS'; '8% increase in email conversion rates'; 'Provide weekly performance reports and data-driven campaign recommendations'.",
"rationale": "Strong measurement and optimization habits, but these are campaign metrics rather than design asset performance."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active, has_availability: true; preferred_hourly_pay_rate: $60/hr.",
"rationale": "Available and rate implies ~$6-7K/mo at moderate hours, within the $5-7K band. Engagement fit is plausible but role/skill mismatch remains the issue."
}
},
"final_score_rationale": "The dominant driver is a fundamental role mismatch: this is a hands-on marketing graphic designer retainer, and Janky is a paid social/growth marketer with creative direction skills, not a design producer. She fails both HARD requirements (asset production; versatility across web/sales/email/collateral design), which caps hard_requirements_fit and functional_expertise. Only Canva appears as a design tool, and there is no portfolio or evidence of producing website graphics, sales collateral, landing page, or newsletter design. Her strengths in DTC/beauty industry relevance and measurement are real but do not transfer to design production, so they are not rewarded beyond their limited relevance. Net: low overall score with passes_all_hard = false.",
"evidence_snippets": [
"Her role encompassed ad buying, creative strategy, email marketing, and influencer marketing.",
"Capabilities tools: - Canva - Facebook - Google Analytics - Instagram - Klaviyo",
"scaling the company's Facebook advertising budget to a six-figure monthly spend",
"writing, designing, and implementing automated email series tailored to various customer lifecycle stages",
"roles: Growth Marketer, Paid Social Media Marketer",
"Roles: Growth Marketer, Paid Social Media Marketer; tools list only Canva as design-adjacent; work history centers on ad buying and creative strategy, not asset production.",
"'a systematic creative strategy'; 'writing, designing, and implementing automated email series'; 'Creative strategy/direction' skill.",
"'Machete, a direct-to-consumer high-end jewelry brand'; 'Too Faced', 'Estee Lauder', industries include Ecommerce and Marketing Agencies."
],
"three_rs": {
"role_fit": "Poor fit — role requires a hands-on marketing graphic designer; candidate is a paid social/growth marketer with creative direction, not a design producer.",
"readiness": "Available and active with reasonable rate within budget, but not ready for the actual design work required.",
"risk": "High risk she cannot deliver production-ready graphic design assets; no portfolio or Adobe/Figma tooling evidenced."
},
"match_reasons": [
{
"reason": "Strong DTC/eCommerce and beauty/jewelry brand experience matching the agency's premium DTC client context.",
"evidence": "'Machete, a direct-to-consumer high-end jewelry brand'; 'Too Faced', 'Estee Lauder'."
},
{
"reason": "Solid measurement and optimization discipline useful in a marketing team.",
"evidence": "'2.5-fold increase in ROAS'; 'weekly performance reports and data-driven campaign recommendations'."
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing design assets. Profile centers on ad buying, creative strategy, and campaign management. Only Canva listed as a design tool, no portfolio.",
"req-002 (Versatile across formats: web, sales, email, collateral): No evidence of designing website graphics, sales collateral, landing page layouts, or newsletter design. Email work is lifecycle/campaign execution, not versatile marketing design production."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "erynn_at_ethicagency_com",
"email": "erynn@ethicagency.com",
"name": "Erynn Hart",
"score": 41,
"passes_all_hard": false,
"summary": "Erynn is a B2B content strategist / growth and fractional CMO-type marketer, not an execution-focused graphic designer. Her profile centers on content strategy, SEO, email marketing, demand gen, and marketing leadership. While \"Graphic design\" appears as a listed skill and she references creating style guides and website updates, there is no evidence of a portfolio or hands-on production of marketing design assets (website graphics, sales collateral, landing page design, newsletter/email design) as a dedicated designer. This role needs an operator who personally ships production-ready design across formats, which her narrative does not demonstrate. She fails the two HARD design requirements.",
"synthesis_quote": "I'm a B2B content strategist who's spent the last few years helping service-based companies ditch the ad-hoc content chaos and build systems that scale.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Skills list includes 'Graphic design'; tools include 'Canva', 'Photoshop'; Metabolic role mentions 'graphic design, and website updates'.",
"rationale": "The HARD requirements demand an execution-focused graphic designer producing ongoing marketing assets across formats. Erynn's profile positions her as a content strategist/growth marketer/CMO. Graphic design appears only as a single skill tag and a passing mention, with no evidence of dedicated design production, portfolio, or asset output. Both design HARD reqs (req-001, req-002) are unmet."
},
"functional_expertise": {
"score": 20,
"weight": 20,
"evidence": "'graphic design' skill; 'Canva', 'Photoshop' tools; no described design deliverables or portfolio.",
"rationale": "Core function requested is marketing graphic design. Erynn's demonstrable depth is in content strategy, SEO, and demand gen, not design execution. Design expertise is generic/tag-level at best."
},
"industry_audience_relevance": {
"score": 70,
"weight": 12,
"evidence": "Industries include 'Ecommerce', 'Marketing Agencies'; Metabolic Web Store is an 'e-commerce vitamin and supplement company'; silverwax.ca D2C e-commerce.",
"rationale": "Relevant agency and DTC/eCommerce exposure exists (req-006 PREFERRED), giving reasonable industry context, but this is a nice-to-have and doesn't offset missing design ability."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "'content marketing strategy and execution, graphic design, and website updates'; 'produced a variety of content ... marketing collateral'.",
"rationale": "She executes content and campaigns hands-on, but the required execution is design production. Her hands-on work is copy/content/strategy, not shipping design assets, so this scores low for this role."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "'Led a marketing strategy workshop to define goals, ICP, positioning'; 'built a demand gen engine from the ground up'.",
"rationale": "Strong strategic judgment and planning demonstrated, but this role is explicitly execution-focused, not strategic; strength is real but not what's being scored highest here."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools: 'Canva', 'Photoshop', 'Landing page tools (Instapage, Unbounce, etc)', 'Email tools (Mailchimp, Klaviyo, etc)', 'Squarespace', 'Wordpress'.",
"rationale": "Lists relevant design-adjacent tools (Photoshop, Canva) and web/email/landing platforms, but no evidence of using them for design production; likely used for content/marketing ops. No Figure/Figma/InDesign or design-suite depth."
},
"measurement_optimization": {
"score": 80,
"weight": 6,
"evidence": "'37% YoY increase in email open rates', '400% ROI from email marketing', 'website traffic increased by 300%'.",
"rationale": "Excellent measurement and optimization track record, though tied to content/email/growth outcomes rather than design asset performance."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $100/hr.",
"rationale": "Available and active. $100/hr implies ~$16k+/mo at full time, well above the $5-7k retainer band; part-time retainer could fit but rate skews high for this budget."
}
},
"final_score_rationale": "The dominant penalty is failure of both HARD design requirements: the role needs an execution-focused graphic designer producing production-ready marketing assets across web, sales, email, and collateral, and Erynn's profile is that of a content strategist / growth marketer / fractional CMO. Graphic design appears only as a skill tag and brief mentions, with no design portfolio or described asset output. Her genuine strengths in content strategy, SEO, email, and measurement do not transfer to this design-production brief. Relevant eCommerce/agency industry exposure and availability provide modest lift, but cannot offset the core skill mismatch.",
"evidence_snippets": [
"I'm a B2B content strategist who's spent the last few years helping service-based companies...build systems that scale.",
"content marketing strategy and execution, graphic design, and website updates and product management",
"As Fractional CMO, Erynn led a full marketing transformation for CMS Productions—rebranding the company, launching a new SEO-optimized website",
"She also worked on branding, creating style guides, messaging guidelines, and a monthly content calendar",
"Tools: Canva, Photoshop, Landing page tools (Instapage, Unbounce, etc)",
"400% ROI from email marketing and helped the company surpass its annual revenue goal",
"I'm a B2B content strategist who's spent the last few years helping service-based companies ditch the ad-hoc content chaos and build systems that scale.",
"Skills list includes 'Graphic design'; tools include 'Canva', 'Photoshop'; Metabolic role mentions 'graphic design, and website updates'."
],
"three_rs": {
"role_fit": "Poor fit. Role is a hands-on marketing graphic designer for asset production; candidate is a content/growth strategist and fractional CMO.",
"readiness": "Available and active, but not ready to execute design deliverables; no design production evidence.",
"risk": "High risk of mismatch — she may attempt strategy/content work rather than produce the design assets the role requires; rate also skews above retainer band."
},
"match_reasons": [
{
"reason": "Relevant eCommerce/DTC and agency industry exposure",
"evidence": "Industries: 'Ecommerce', 'Marketing Agencies'; Metabolic Web Store 'e-commerce vitamin and supplement company'"
},
{
"reason": "Email/newsletter familiarity (PREFERRED req-008)",
"evidence": "'developed a proactive quarterly email marketing strategy'; 'Long form - Email Newsletters'"
},
{
"reason": "Experience creating brand style guides (relates to req-003)",
"evidence": "'creating style guides, messaging guidelines, and a monthly content calendar'"
}
],
"hard_fail_reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of dedicated, execution-focused graphic design or production-ready marketing asset output. Profile is content strategy / growth / fractional CMO; 'graphic design' appears only as a skill tag and passing mention.",
"req-002 (Versatile across formats - web, sales, email, collateral): No demonstrated design execution across website graphics, sales collateral, landing page design, or newsletter design; her deliverables are copy/content and strategy, not design assets."
]
}
],
"finalist_rerank": {
"enabled": true,
"applied": true,
"file": "candidate-finalist-rerank.json",
"candidate_count": 12,
"error": null
},
"hard_fails": [
{
"candidate_id": "kennanielsen_at_gmail_com",
"email": "kennanielsen@gmail.com",
"name": "Makenna Nielsen",
"reasons": [
"req-001 (Marketing graphic design / asset production): Candidate is an email/lifecycle marketing expert; her design work is limited to email templates and one skill is explicitly 'Graphic design (basic).' No evidence of producing an ongoing stream of production-ready marketing assets as a dedicated designer.",
"req-002 (Versatile across web, sales, email, collateral): No evidence of website graphics, sales collateral, landing page design, or client onboarding materials. Design experience is confined to email/newsletter templates, so the versatility bar across formats is not met."
]
},
{
"candidate_id": "erynn_at_ethicagency_com",
"email": "erynn@ethicagency.com",
"name": "Erynn Hart",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of dedicated, execution-focused graphic design or production-ready marketing asset output. Profile is content strategy / growth / fractional CMO; 'graphic design' appears only as a skill tag and passing mention.",
"req-002 (Versatile across formats - web, sales, email, collateral): No demonstrated design execution across website graphics, sales collateral, landing page design, or newsletter design; her deliverables are copy/content and strategy, not design assets."
]
},
{
"candidate_id": "sorrina_bee_at_thewhiteagency_co",
"email": "sorrina.bee@thewhiteagency.co",
"name": "Sorrina Beecher",
"reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Profile shows directing and coordinating design ('Creative direction', 'coordinate visual content creation', 'Working with design') rather than personally producing marketing graphic assets. No design production portfolio and no professional design tools beyond Canva.",
"req-002 (Versatile across formats — web, sales, email, collateral): FAILS as a designer. She writes/strategizes across these formats and directs designers, but there is no evidence she personally designs website graphics, sales collateral, landing pages, newsletters, or onboarding materials."
]
},
{
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing design assets. Profile is entirely paid media, growth, and CRO work; 'Graphic design' appears only as a bare skill tag.",
"req-002 (Versatile across formats - web, sales, email, collateral): No demonstrated design work across website graphics, sales collateral, landing page design, or newsletter design. Landing page and email experience is optimization/campaign-oriented, not design production."
]
},
{
"candidate_id": "egb08so_at_gmail_com",
"email": "egb08so@gmail.com",
"name": "Saima Omar",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing design assets. Profile explicitly states 'Visual Brand management (not direct design)' and centers on content/copy/brand strategy; 'Graphic design' is an unsupported skill token.",
"req-002 (Versatile across formats — web, sales, email, collateral): No portfolio evidence of designing website graphics, sales collateral, landing page visuals, or newsletter designs. Her landing-page/email work is content and copy production, not visual design."
]
},
{
"candidate_id": "valbonatika_at_gmail_com",
"email": "valbonatika@gmail.com",
"name": "Valbona Demiri",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of dedicated, ongoing production-ready marketing asset design as a core function. Design appears as a supporting output of a content/email role (brochures, decks, email layouts), not a design specialty.",
"req-002 (Versatile across formats web/sales/email/collateral as a designer): Insufficient proof of graphic design execution across website graphics, landing pages, and collateral at the depth/volume a design production role requires; her cross-format work is content/copy/email-led rather than design-led."
]
},
{
"candidate_id": "braxt1jd_at_gmail_com",
"email": "braxt1jd@gmail.com",
"name": "Jamie Braxton",
"reasons": [
"req-001 (Marketing graphic design / asset production): FAILS — candidate lists only \"Graphic design (basic)\" and works as an email/paid search marketer; no evidence of producing ongoing marketing design assets.",
"req-002 (Versatile across web, sales, email, collateral as a designer): FAILS — no evidence of designing website graphics, sales collateral, landing page design, or onboarding materials; email work relied on an in-house creative person for content."
]
},
{
"candidate_id": "joannbdoan_at_gmail_com",
"email": "joannbdoan@gmail.com",
"name": "Joann Doan",
"reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. No evidence of producing production-ready marketing graphic assets; skill list shows only \"Graphic design (basic)\" and work history is entirely email/CRM lifecycle roles.",
"req-002 (Versatile across formats: web, sales, email, collateral): FAILS. No demonstrated design work across website graphics, sales collateral, or landing page design; design references are limited to email templates."
]
},
{
"candidate_id": "raquel_at_raquelbowles_com",
"email": "raquel@raquelbowles.com",
"name": "Raquel Bowles",
"reasons": [
"req-001 (Marketing graphic design / asset production): No concrete evidence of personally producing marketing design assets. Work history describes guiding/overseeing creative and running growth programs; only a skill tag and Canva support design.",
"req-002 (Versatile across formats — web, sales, email, collateral): No demonstrated production of website graphics, sales collateral, or newsletter designs by her own hand; email work is funnel/copy strategy, not design execution."
]
},
{
"candidate_id": "adam_stanisic_at_gmail_com",
"email": "adam.stanisic@gmail.com",
"name": "Adam Stanisic",
"reasons": [
"req-001 (Marketing graphic design / asset production): Fails. Candidate self-classifies design as 'Graphic design (basic)' and is primarily an Email/Paid Social Marketer; no evidence of producing ongoing production-ready marketing design assets.",
"req-002 (Versatile across web, sales, email, collateral design formats): Fails. No work-history evidence of personally designing website graphics, sales collateral, landing pages, or newsletter designs — design activity is coordination/basic-level only."
]
},
{
"candidate_id": "stephenflongo_at_gmail_com",
"email": "stephenflongo@gmail.com",
"name": "Steve Longo",
"reasons": [
"req-001 (Marketing graphic design / asset production): FAIL — Profile shows only content/copywriting work; no evidence of producing visual/graphic marketing assets.",
"req-002 (Versatile across formats - web, sales, email, collateral): FAIL — He writes copy for these formats but there is no evidence of designing visual assets across them. Canva is listed but no design output is described."
]
},
{
"candidate_id": "eganjover_at_gmail_com",
"email": "eganjover@gmail.com",
"name": "Egan Jover",
"reasons": [
"req-001 (Marketing graphic design / asset production) FAILS: profile only lists \"Graphic design (basic)\" and email template building — no evidence of producing versatile marketing graphic design assets. Candidate's role classification is Email Marketer, not graphic designer.",
"req-002 (Versatile across web, sales, email, collateral formats) FAILS: no evidence of website graphics, sales collateral, or landing page visual design; design work is limited to email newsletters/templates within ESPs."
]
},
{
"candidate_id": "merryrichter_at_gmail_com",
"email": "merryrichter@gmail.com",
"name": "Merry Richter",
"reasons": [
"req-001 (Marketing graphic design / asset production, HARD): No evidence of hands-on graphic/visual design production. Profile is Content Marketer with copywriting, content strategy, and SEO; portfolio samples are blog posts, not designed assets.",
"req-002 (Versatile across formats web/sales/email/collateral, HARD): She writes sales collateral and email newsletters and contributes IA/content to website redesigns, but there is no evidence she visually designs these assets. 'Design' references are content design and website redesign involvement, not graphic execution."
]
},
{
"candidate_id": "digitalexpertamanda_at_gmail_com",
"email": "digitalexpertamanda@gmail.com",
"name": "Amanda Luke",
"reasons": [
"req-001 (Marketing graphic design / asset production): FAIL — candidate's only design skill is 'Graphic design (basic)'; her role and entire work history is email/SMS lifecycle marketing, not marketing asset production.",
"req-002 (Versatile across formats: web, sales, email, collateral): FAIL — no evidence of producing website graphics, sales collateral, landing page design, or onboarding materials; work is limited to email template/campaign execution."
]
},
{
"candidate_id": "andy51990_at_aol_com",
"email": "andy51990@aol.com",
"name": "Andrew Plonskier",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of graphic design or production-ready visual asset creation; profile is content marketing, SEO, paid media, and analytics. Only design-adjacent tool is Canva.",
"req-002 (Versatile across formats — web, sales, email, collateral visual design): No portfolio or examples of designing website graphics, sales collateral, landing page visuals, or newsletter design; contributions are copywriting, SEO content, and CMS/analytics work, not visual design."
]
},
{
"candidate_id": "j_kolina2619_at_gmail_com",
"email": "j.kolina2619@gmail.com",
"name": "Jami Gonzalez",
"reasons": [
"req-001 (Marketing graphic design asset production): Candidate's only design credential is 'Graphic design (basic)'; her role and history are email/lifecycle marketing, with no evidence of producing ongoing marketing design assets.",
"req-002 (Versatile across web, sales, email, collateral): No evidence of website graphics, sales collateral, or landing page design. Only email template work is shown, which does not demonstrate multi-format graphic design versatility."
]
},
{
"candidate_id": "ianpjacobs_at_gmail_com",
"email": "ianpjacobs@gmail.com",
"name": "Ian Jacobs, MBA",
"reasons": [
"req-001 (Marketing graphic design asset production): No evidence of producing marketing design/visual assets. Profile role is 'Content Marketer' with skills in copywriting, content strategy, and editing — not graphic design.",
"req-002 (Versatile across visual formats): No demonstrated design work across website graphics, sales collateral, landing pages, newsletters, or onboarding materials. Canva/Photoshop are listed as tools but with no design output evidence."
]
},
{
"candidate_id": "jackie_at_emailbeam_co",
"email": "jackie@emailbeam.co",
"name": "Jackie Ayala",
"reasons": [
"req-001 fails: role requires an execution-focused marketing graphic designer producing ongoing production-ready assets; candidate's design skill is self-labeled 'Graphic design (basic)' with no graphic design portfolio—her core is email marketing.",
"req-002 fails: role requires versatility across website graphics, sales collateral, landing pages, and newsletters/email as a designer; candidate shows no evidence of designing these formats beyond email templates within Klaviyo."
]
},
{
"candidate_id": "mjg0614_at_gmail_com",
"email": "mjg0614@gmail.com",
"name": "Meredith Goldberg",
"reasons": [
"req-001 (Marketing graphic design / asset production): Fails. Profile is a Content Marketer focused on copywriting, editing, SEO, and content strategy. No evidence of ongoing production-ready marketing graphic design; only 'light design' on real estate direct mail.",
"req-002 (Versatile across formats — web, sales, email, collateral design): Fails. No portfolio evidence of executing graphic design across website graphics, sales collateral, landing pages, or newsletter/email design; her cross-format work is content/copy, not design."
]
},
{
"candidate_id": "mcasch_at_gmail_com",
"email": "mcasch@gmail.com",
"name": "Clara Asch",
"reasons": [
"req-001 (Marketing graphic design / asset production) fails: profile shows only 'Graphic design (basic)' as a listed skill with no examples of producing marketing design assets; entire work history is email/automation/CRM.",
"req-002 (Versatile across formats: web, sales, email, collateral) fails: no evidence of designing website graphics, sales collateral, landing pages, or onboarding materials; only email campaign execution is shown, and that is content/automation rather than design production."
]
},
{
"candidate_id": "socialgirlgalina_at_gmail_com",
"email": "socialgirlgalina@gmail.com",
"name": "Galina Rodriguez",
"reasons": [
"Profile status is inactive."
]
},
{
"candidate_id": "kari_massoth_at_gmail_com",
"email": "kari.massoth@gmail.com",
"name": "Kari Massoth",
"reasons": [
"req-001 FAIL: No evidence of execution-focused marketing graphic design asset production; skill listed only as 'Graphic design (basic)' and primary role is Email Marketer.",
"req-002 FAIL: No demonstrated versatility across website graphics, sales collateral, and landing page design; design work limited to email/newsletter templates."
]
},
{
"candidate_id": "amber_greviskes_at_gmail_com",
"email": "amber.greviskes@gmail.com",
"name": "Amber Greviskes",
"reasons": [
"req-001 (Marketing graphic design / asset production): No graphic design skills or visual asset production in profile; skills are copywriting, editing, content strategy, SEO. No design tools listed.",
"req-002 (Versatile across formats - web/sales/email/collateral design): She writes newsletters and content but shows no evidence of designing these assets; no layout/visual design or design software (Adobe, Figma, Canva)."
]
},
{
"candidate_id": "dianevadino_at_gmail_com",
"email": "dianevadino@gmail.com",
"name": "Diane Vadino",
"reasons": [
"req-001 (Marketing graphic design/asset production): No concrete evidence of personally producing marketing design assets. Profile is self-described as \"content strategist and marketer\"; design appears only as a listed skill with no design deliverables.",
"req-002 (Versatile across formats — web, sales, email, collateral): Work history shows copywriting and editorial across channels and collaboration with designers, but no evidence of executing graphic design across website graphics, sales collateral, landing pages, or newsletter/email visual design."
]
},
{
"candidate_id": "karenspaeder_at_gmail_com",
"email": "karenspaeder@gmail.com",
"name": "Karen Spaeder",
"reasons": [
"req-001 (Marketing graphic design asset production) FAILS: profile lists only 'Graphic design (basic)' and classifies her as Content/Email Marketer; no evidence of producing production-ready marketing design assets.",
"req-002 (Versatile across web/sales/email/collateral design) FAILS: no demonstrated design execution across these formats; her cross-format work is written content (copy, articles, email sequences), not visual design."
]
},
{
"candidate_id": "myriam_at_mckcreatives_com",
"email": "myriam@mckcreatives.com",
"name": "Myriam Gibson",
"reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Profile explicitly lists \"Graphic design (basic)\" and \"Visual Brand management (not direct design)\" — she directs creative and manages brand rather than personally producing marketing assets.",
"req-002 (Versatile across formats: web, sales, email, collateral): FAILS as a designer. She executes across channels strategically and in email/lifecycle, but there is no evidence she personally designs website graphics, sales collateral, landing pages, or onboarding materials; design work is described as oversight/direction."
]
},
{
"candidate_id": "oherschmann_at_gmail_com",
"email": "oherschmann@gmail.com",
"name": "Ori Herschmann",
"reasons": [
"Profile status is inactive."
]
},
{
"candidate_id": "rebecca_shank_at_gmail_com",
"email": "rebecca.shank@gmail.com",
"name": "Rebecca Shank",
"reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Profile lists only 'Graphic design (basic)' and 'Visual Brand management (not direct design)'. She directs brand/design work rather than producing assets; no evidence of production-ready graphic design output.",
"req-002 (Versatile across formats): FAILS. Her cross-format work is email/social/strategy, not designed web graphics, sales collateral, and landing page design. No portfolio evidence of executing design across these formats as a designer."
]
},
{
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"reasons": [
"req-001 FAIL: No evidence of marketing graphic design asset production. David is a growth/paid/lifecycle marketer; visual assets are supplied by others in his engagements. Canva is only a listed tool with no shown design output.",
"req-002 FAIL: No evidence of versatile design execution across website graphics, sales collateral, landing page design, newsletters/email design, or onboarding materials. His work covers ad campaigns, flows, and CRO test wiring — not design production."
]
},
{
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence the candidate produces marketing design assets. Profile centers on paid media, email/SMS, and growth strategy; Photoshop is only an incidental tool mention with zero design deliverables.",
"req-002 (Versatile across formats web/sales/email/collateral): No examples of designing website graphics, sales collateral, landing page design, or newsletter graphics as a designer. Newsletter references are campaign/lifecycle strategy, not graphic design production."
]
},
{
"candidate_id": "becki_at_ecommerceideas_io",
"email": "becki@ecommerceideas.io",
"name": "Becki Nicolson",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of being an execution-focused graphic designer producing marketing assets. Profile specialty is Email Marketing; work history is email/SMS campaign strategy and revenue lift, not visual asset production.",
"req-002 (Versatile across web, sales, email, collateral): No evidence of designing website graphics, sales collateral, or landing pages. Design activity is limited to email templates within ESPs; no cross-format marketing design portfolio."
]
},
{
"candidate_id": "shane_at_ownedgrowth_com",
"email": "shane@ownedgrowth.com",
"name": "Shane Mulcahy",
"reasons": [
"req-001 (Marketing graphic design / asset production) FAILS: no evidence of producing marketing design assets; skills list only 'Graphic design (basic)' and all work history is paid search, LinkedIn ads, and lifecycle/CRM email — not design production.",
"req-002 (Versatile across web/sales/email/collateral design) FAILS: no demonstrated design output across website graphics, sales collateral, landing page design, or newsletter design; only campaign and template/workflow work is shown, with no design portfolio or brand-guide application."
]
},
{
"candidate_id": "lucas_mondora_at_gmail_com",
"email": "lucas.mondora@gmail.com",
"name": "Lucas Mondora",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence Lucas personally produces marketing design assets. He is a growth/paid-media marketer and fractional CMO who briefs and manages designers ('Managing and properly briefing designers, developers, and copywriters'). No design portfolio or hands-on production work shown.",
"req-002 (Versatile across formats - web, sales, email, collateral design): No evidence of designing website graphics, sales collateral, landing page visuals, or newsletters as a designer. Involvement with these formats is strategic/CRO-oriented, not design execution. Tool stack lacks a professional design suite (only Canva listed)."
]
},
{
"candidate_id": "lalamber12_at_gmail_com",
"email": "lalamber12@gmail.com",
"name": "Lauren Lambert",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "janky_patel_at_gmail_com",
"email": "janky.patel@gmail.com",
"name": "Janky Patel",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing design assets. Profile centers on ad buying, creative strategy, and campaign management. Only Canva listed as a design tool, no portfolio.",
"req-002 (Versatile across formats: web, sales, email, collateral): No evidence of designing website graphics, sales collateral, landing page layouts, or newsletter design. Email work is lifecycle/campaign execution, not versatile marketing design production."
]
},
{
"candidate_id": "ellie_stamouli_at_hotmail_com",
"email": "ellie.stamouli@hotmail.com",
"name": "Ellie Stamouli",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of graphic design as a discipline. Profile is email marketing, CRM, and lifecycle strategy (primary_specialty: Email Marketing; Director of Lifecycle Marketing; Fractional CMO). No portfolio of produced marketing design assets.",
"req-002 (Versatile across formats - web, sales, email, collateral design): No evidence of producing designed website graphics, sales collateral, or landing page visual design. 'Design' references are limited to email template layout within ESPs, not versatile graphic asset production."
]
},
{
"candidate_id": "brittannyoung_at_gmail_com",
"email": "brittannyoung@gmail.com",
"name": "Brittany Young",
"reasons": [
"req-001 (Marketing graphic design asset production): No evidence she produces marketing design assets; skill listed as 'Graphic design (basic)' and all work history is email/retention execution.",
"req-002 (Versatile across formats web/sales/email/collateral): No evidence of designing website graphics, sales collateral, landing pages, or onboarding materials as a designer; only email template drag-and-drop work."
]
},
{
"candidate_id": "dillon_at_theconvertlab_com",
"email": "dillon@theconvertlab.com",
"name": "Dillon Zolnierczyk",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of personally producing marketing design assets. 'Graphic design' is only a listed skill; all documented work is paid media, growth, and attribution — not design production.",
"req-002 (Versatile across formats: web, sales, email, collateral): No design deliverables shown for website graphics, sales collateral, landing page design, newsletters, or onboarding materials. His landing-page work is CRO/campaign-oriented, not design execution."
]
},
{
"candidate_id": "boustanycharles_at_gmail_com",
"email": "boustanycharles@gmail.com",
"name": "Charles Boustany",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence the candidate personally produces marketing design assets. Classified as CMO and Growth Marketer; work history shows directing creative and managing designers, not producing production-ready graphics.",
"req-002 (Versatile across formats — web, sales, email, collateral): No evidence of executing graphic design deliverables across website graphics, sales collateral, landing page design, or newsletter layouts; involvement is strategic/managerial (funnels, CRO, media buying)."
]
},
{
"candidate_id": "gtharris88_at_gmail_com",
"email": "gtharris88@gmail.com",
"name": "Glenn Harris",
"reasons": [
"req-001 (Marketing graphic design / asset production): Fails. Design self-classified as 'Graphic design (basic)'; no evidence of personally producing ongoing marketing design assets — he manages/partners with agencies and designers instead.",
"req-002 (Versatile across formats — web, sales, email, collateral): Fails. No portfolio evidence of executing website graphics, sales collateral, or landing page design; his execution is email copy/templates and lifecycle strategy, not multi-format graphic design."
]
},
{
"candidate_id": "karan_nanda_at_hotmail_com",
"email": "karan_nanda@hotmail.com",
"name": "Karan Nanda",
"reasons": [
"req-001 (Marketing graphic design / asset production): FAILS. Candidate's demonstrated work is email marketing and marketing automation; he edits within existing templates and reports 'no coding from scratch.' No evidence of originating marketing graphic design assets.",
"req-002 (Versatile across web, sales, email, collateral design): FAILS. No evidence of designing website graphics, sales collateral, or client onboarding materials as visual design; only HTML/CSS email template and landing page edits appear. Design tools (Figma/Photoshop/Canva) are listed without production proof."
]
},
{
"candidate_id": "mslatts63_at_gmail_com",
"email": "mslatts63@gmail.com",
"name": "Michelle Slattery",
"reasons": [
"req-001 FAIL: Role requires an execution-focused marketing graphic designer producing ongoing production-ready assets; candidate is classified as an Email Marketer with only self-rated 'Graphic design (basic)' and no design portfolio or design tools.",
"req-002 FAIL: Role requires versatile design across website graphics, sales collateral, landing pages, newsletters, and onboarding materials; no evidence of producing web, sales, or collateral design assets — only email template work."
]
},
{
"candidate_id": "andreylucha_at_gmail_com",
"email": "andreylucha@gmail.com",
"name": "Andre Lucha",
"reasons": [
"req-001 (Marketing graphic design asset production): Fails. No evidence of producing marketing design assets; all history is growth/e-commerce leadership. Only a lone \"Graphic design\" skill tag with no supporting work.",
"req-002 (Versatile across web/sales/email/collateral design): Fails. No design deliverables in web graphics, sales collateral, landing page design, or newsletter/email design are shown; email/newsletter work is campaign management, not asset design."
]
},
{
"candidate_id": "addicted2ppc_at_gmail_com",
"email": "addicted2ppc@gmail.com",
"name": "Esteban Martinez",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence of producing marketing graphic assets. Profile is entirely paid search, SEO, and analytics.",
"req-002 (Versatile across web/sales/email/collateral design formats): No graphic design work in any format; no design tools (Adobe, Figma, Canva) listed. Cannot execute visual asset production."
]
},
{
"candidate_id": "gloria_at_roguestories_com",
"email": "gloria@roguestories.com",
"name": "Gloria Chik",
"reasons": [
"req-001 (Marketing graphic design / asset production): No concrete evidence of ongoing, execution-focused marketing asset production. Design appears only as a supporting skill inside growth/paid-media roles (\"Paid Creative design\", \"branding and product design\"), not as a dedicated design production function.",
"req-002 (Versatile across formats): No evidence of executing across website graphics, sales collateral, landing page design, newsletters, and onboarding materials as design deliverables. Her work spans growth channels, not the required breadth of marketing design formats."
]
},
{
"candidate_id": "marina_carroll_us_at_gmail_com",
"email": "marina.carroll.us@gmail.com",
"name": "Marina Carroll",
"reasons": [
"req-001 (Marketing graphic design asset production): No evidence of producing marketing graphic assets; candidate is classified as an Email Marketer with lifecycle/CRM specialty. Design tools appear only as generic capability tags.",
"req-002 (Versatile across web/sales/email/collateral formats): No evidence of designing website graphics, sales collateral, landing pages, or newsletter visuals; email work is template/flow build and strategy, not visual design across formats."
]
},
{
"candidate_id": "brian_at_briancliette_me",
"email": "brian@briancliette.me",
"name": "Brian Cliette",
"reasons": [
"req-001 (Marketing graphic design asset production) FAILS: classified as Growth Marketer / SEO Marketer with no evidence of producing graphic design assets; no design portfolio or design deliverables in work history.",
"req-002 (Versatile across web/sales/email/collateral design) FAILS: no evidence of designing website graphics, sales collateral, landing page design, or onboarding materials; his email/landing-page work is marketing/CRO execution, not visual design. No design tools (Adobe Creative Suite/Figma) present in tools list."
]
},
{
"candidate_id": "michellemoniquejames_at_gmail_com",
"email": "michellemoniquejames@gmail.com",
"name": "Michelle James",
"reasons": [
"req-001 (Marketing graphic design / asset production): No evidence she personally produces marketing design assets; profile shows she oversees/manages design teams as a growth leader.",
"req-002 (Versatile across formats): No demonstrated production of website graphics, sales collateral, landing page, or newsletter design; her work is strategy, CRO, P&L, and team management."
]
}
]
}