{
"schema_version": "RoleBriefV1",
"role_key": "paid-social-media-marketer",
"role_title": "Paid Social Media Marketer",
"formData": {
"companyName": "Peggy",
"websiteUrl": "peggyapp.com",
"marketerTypes": [
"Paid Social Media Marketer"
],
"industry": "Consumer Mobile App / Subscription (Family & Parenting)",
"companySize": "8",
"freeformRequest": "Peggy needs a paid social specialist to take full end-to-end ownership of a single paid acquisition channel (Meta, TikTok, App Store install campaigns) ahead of a major launch in six weeks. The marketer owns strategy, creative iteration, reporting, and optimization, working directly with founder Nick, with the goal of finding one winning channel and creative combination that drives day-one/day-seven payback. AppsFlyer and Amplitude are in place for attribution."
},
"job_brief_markdown": "MarketerHire Brief - Peggy Paid Social Media Marketer\n\n## Snapshot\n\n- **Company:** Peggy (peggyapp.com) is a consumer subscription app for US parents of kids ages 5-15, using AI to handle the weekly logistics of family life. Early growth, scaling early.\n- **Need:** Peggy is launching in a major way in about six weeks and needs a paid social specialist to own paid acquisition end to end and find a winning channel/creative combination fast.\n- **Role:** A hands-on paid social specialist who takes full ownership of a single paid channel — strategy through execution — not a generalist.\n\n## What You'd Work On\n\n- Own one paid acquisition channel end to end: strategy, creative iteration, reporting, and optimization.\n- Build and iterate rapidly on video creative for a major launch push, testing into winning creative strategies.\n- Run app install campaigns across Meta (Instagram/Facebook), TikTok, and App Store ads to identify the single channel that works.\n- Optimize toward day-one and day-seven free-trial payback (LTV:CAC), doubling down on what drives efficient acquisition.\n\n## Must-Have Fit\n\n- Deep, hands-on paid social expertise across Meta and TikTok, driving both media and creative strategy.\n- Experience running mobile app install campaigns for a consumer/subscription app.\n- Fluency with AppsFlyer attribution and comfort measuring early payback windows.\n- A specialist mindset: able to go deep on one channel and iterate creative fast under a tight launch timeline.\n\n## Helpful Context\n\n- **Tools/channels:** Meta (Instagram/Facebook), TikTok, App Store ads; AppsFlyer for attribution, Amplitude for onboarding analytics; heavy video creative iteration.\n- **Team/collaboration:** Works directly with founder Nick; paid marketing is a net-new function, so this is a build-from-scratch, self-directed role.\n- **Success signals:** Day-one / day-seven free-trial payback and positive LTV:CAC; the goal is one winning channel and creative combo, not all channels working.\n- **Nice-to-haves:** Consumer/DTC or parenting/family app experience; strong instincts for UGC-style and short-form video creative.",
"internal_notes_markdown": "## Internal Notes — Peggy Paid Social Media Marketer\n\n### Company / CRM\n- Verified HubSpot: Company \"Peggy\" (Peggy Labs), domain peggyapp.com, Company ID 56506936463.\n- Deal ID 62310688401 — \"Peggy - Paid Social Media Marketer.\"\n- Primary contact: Nick Gidwani (founder). Primary contact company listed as \"Peggy Labs\" vs. company name \"Peggy\" — same entity, brand is \"Peggy.\"\n- HubSpot company size = 8; however, Nick says marketing team is effectively zero: \"Just me. Right now the team is nothing.\" Paid marketing is a net-new function. Preserve this conflict: headcount 8 but no marketing function in place.\n\n### Budget (EXCLUDED from public brief)\n- Schema: BudgetDecisionV3.\n- Matching budget: $7,500/month (retainer). Basis: stated_by_lead_range_midpoint of Nick's $7,000-$8,000/month.\n- Hard cap: NONE. Currency: USD. Confidence: high. Auto-QTB: auto_apply.\n- Flags: budget_negotiated_take_final.\n- Agent originally quoted $8-10K/month all-in (positioned $9-10K); Nick pushed back and stated $7-8K/month; agent agreed to match and present at that number.\n- Terms: fully loaded (no separate recruiting/platform fee), month-to-month, 30-day notice, 2-week refundable trial.\n- **Ad spend is SEPARATE media spend, not marketer fee:** $20,000-$50,000/month, scalable to six figures depending on payback. Do not conflate with fee.\n\n### Scope / Routing\n- Role: Paid Social Media Marketer (heavy / full end-to-end single-channel ownership).\n- Scope confirmed: \"I want everything full stack, but I want it focused specifically on that... single channel.\" Agent: \"full ownership of one channel, end to end strategy, creative iteration, reporting, optimization.\"\n- Core skill need per agent: Meta + TikTok fluency, app install campaigns, creative strategy/iteration, AppsFlyer attribution. App Store side factored in but core is paid social. True specialist, not generalist.\n\n### Timeline / Urgency\n- Launch in ~6 weeks; start ASAP. Agent: \"Urgency is real.\"\n- MH process: matching in ~2 business days, shortlist bio, then agreement + 2-week trial; ~1 week to come together, fits the 6-week runway.\n\n### Tools\n- In place: AppsFlyer (attribution), Amplitude (onboarding analytics). No creative-production tools named.\n- Channels targeted: App Store ads, Instagram, Facebook, TikTok.\n\n### Success Metrics\n- Day-one / day-seven free-trial payback is the key metric; positive LTV:CAC.\n- Explicit note: does not need all channels to work — find one winning channel + creative combo and double down.\n\n### Competitive Context\n- Nick evaluating freelancers as an alternative. MH positioned vetting/speed advantage given 6-week runway.\n\n### Uncertainty / Watch-outs\n- Founder-only marketing org: candidate must be highly self-directed and comfortable building from scratch.\n- No dedicated creative producer named — heavy video creative iteration expected; confirm whether marketer sources/produces creative or partners with external. Flag for match conversation.\n- Single-channel focus but four platforms in play at launch; expect marketer to help prioritize down to one winning channel."
}