{
"schema_version": "CandidateEvaluationBatchV1",
"generated_at": "2026-07-06T20:24:22.854Z",
"role_key": "paid-social-media-marketer",
"scoring_rubric_file": "candidate-scoring-rubric.json",
"screening": {
"selected_count": 50,
"llm_evaluated_count": 46,
"deterministic_screen_count": 4,
"llm_error_count": 0,
"qualified_count": 6,
"hard_screen_file": "candidate-hard-screens.json",
"evaluation_errors_file": "candidate-evaluation-errors.json"
},
"evaluations": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"score": 85,
"passes_all_hard": true,
"summary": "Garrison is a senior paid social specialist with deep, hands-on Meta and TikTok experience driving both media and creative strategy for consumer subscription apps. He managed $100K-$200K/day Facebook spend for Calm (a subscription meditation app), scaled Upstart's Facebook budget to $100K/day, ran multi-platform paid social including TikTok/Snapchat at Hint, and led Nike's dynamic creative testing across 16,000 products and 32,000 videos. He has app acquisition (ASO listed), subscription/free-trial monetization, DTC creative testing, and payback/re-engagement optimization experience. The main gaps are no explicit AppsFlyer mention (though attribution/pixel/analytics depth is strong) and no parenting/family app experience, though he has marketed to Parents/Children audiences. Rate ($80/hr) fits the retainer budget.",
"synthesis_quote": "He managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 83,
"weight": 25,
"evidence": "managing daily Facebook ad spend for Calm's sleep and meditation app... 200% year-over-year growth; ASO (App store optimization); Tiktok listed in tools; scaled Upstart's Facebook advertising budget to $100,000 per day",
"rationale": "Satisfies deep paid social (Meta+TikTok), app install/ASO, subscription app, single-channel Facebook ownership, and creative iteration hard requirements with strong concrete proof. AppsFlyer attribution fluency is not explicitly named though he shows deep pixel/attribution/analytics work, so slightly below top marks but hard reqs are met on balance."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos; managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million",
"rationale": "Exceptional depth in paid social media buying and creative testing at massive scale across Meta and TikTok."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Calm sleep and meditation app... expand Calm's paid subscriber base... higher quality annual plan subscriptions; target_buyer includes Parents / Children; industries include Apps, Subscriptions",
"rationale": "Strong consumer subscription app and B2C match; marketed to Parents/Children audience, but no direct parenting/family app experience."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "overseeing ad creative tests, designing user acquisition funnels, and optimizing web and app acquisition strategies... ad structure optimization, and conversion rate enhancement",
"rationale": "Clearly hands-on operator running campaigns, creative tests, and optimization directly, though some senior roles involved leading teams."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "establish a robust Product Channel Fit... setting context, establishing relevance, building affinity, and driving urgency; re-engagement campaign... reclaiming 20% of churned users",
"rationale": "Strong strategic framing, channel-fit judgment, and testing discipline relevant to find-the-winner mindset."
},
"tool_platform_fit": {
"score": 83,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Snapchat, AdEspresso, Segment, Heap, Google Analytics, ASO",
"rationale": "Strong coverage of Meta/TikTok/App Store ecosystem and analytics stack; AppsFlyer and Amplitude not explicitly listed but adjacent tools (Segment, Heap) show attribution depth."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "reduction in the net cost per lead by an estimated 10%... expanded volume of leads by 150%; positive incremental return on ad spend following user re-subscription",
"rationale": "Solid KPI ownership, payback/ROAS, and CRO evidence; strong measurement instincts for early payback windows."
},
"availability_budget_fit": {
"score": 82,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $80/hr; status: onboarded; has_availability: true",
"rationale": "Rate fits within the $7K-$8K/month retainer band and candidate is available and onboarded."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, concrete paid social depth (managed $200M+ annual spend across 10+ advertisers, $100K-$200K/day at Calm, $100K/day at Upstart), directly relevant consumer subscription app experience (Calm), app install/ASO capability, and large-scale video creative testing (16K products / 32K videos at Nike). These satisfy the core HARD requirements around Meta/TikTok mastery, app install campaigns, single-channel ownership, and rapid creative iteration. Penalties/uncertainty: AppsFlyer attribution is not explicitly named (a HARD requirement) though his broader attribution, pixel, and analytics stack strongly implies fluency; no direct parenting/family app experience; some roles show team leadership rather than pure solo execution. On balance hard requirements are met, yielding a strong overall score.",
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020",
"launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos",
"scaled Upstart's Facebook advertising budget to $100,000 per day",
"spearheaded a re-engagement campaign that integrated email marketing with paid social media, successfully reclaiming 20% of churned users",
"Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn... daily ad spends reaching upwards of $100,000",
"skills include ASO (App store optimization); target_buyer includes Parents / Children",
"He managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020.",
"managing daily Facebook ad spend for Calm's sleep and meditation app... 200% year-over-year growth; ASO (App store optimization); Tiktok listed in tools; scaled Upstart's Facebook advertising budget to $100,000 per day"
],
"three_rs": {
"reach": "Deep Meta/TikTok paid social reach for consumer app acquisition, proven across $200M+ in managed spend.",
"resonance": "Strong creative testing and UGC-style/short-form video instincts demonstrated via large-scale dynamic creative tests and DTC campaigns.",
"reaction": "Payback/ROAS and subscription growth optimization (Calm 200% YoY, re-engagement recovering 20% churned users) map to day-1/day-7 payback goals."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta paid social at scale for a subscription app",
"evidence": "managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000 for Calm's sleep and meditation app"
},
{
"reason": "TikTok and multi-platform paid social execution",
"evidence": "Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn... daily ad spends reaching upwards of $100,000"
},
{
"reason": "App install / ASO and subscription growth",
"evidence": "ASO (App store optimization); web and app acquisition strategies... expand Calm's paid subscriber base"
},
{
"reason": "Rapid video creative iteration",
"evidence": "dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos"
},
{
"reason": "Payback/LTV:CAC and re-engagement optimization",
"evidence": "reclaiming 20% of churned users... positive incremental return on ad spend"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"score": 82,
"passes_all_hard": true,
"summary": "Chris Ahn is a hands-on paid social / user acquisition specialist with strong, recent, repeated experience running Meta and TikTok performance campaigns for consumer apps — including building TikTok from scratch to profitability in 30 days at Avita and driving app-store traffic for the Tea dating app. He demonstrates full end-to-end single-channel ownership (strategy through creative testing, reporting, optimization), rapid creative iteration with UGC, and build-from-scratch operator instincts working directly with founders. He fits the paid social + app install + specialist requirements well. The main gaps are no explicit AppsFlyer or Amplitude mention, and no direct parenting/family audience experience, though he does target Parents/Children and consumer subscription audiences.",
"synthesis_quote": "Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Owned end-to-end paid social strategy and execution... Built TikTok from scratch, from attribution to campaign launch... driving traffic directly to the app store (Apple + Google Play)",
"rationale": "Satisfies nearly all hard requirements: deep hands-on Meta+TikTok, app install/app-store campaigns, full single-channel ownership, rapid creative iteration, build-from-scratch operator, and within-range rate ($100/hr). The one soft gap is AppsFlyer is not explicitly named, but he demonstrates attribution setup ('from attribution to campaign launch') and funnel/conversion measurement, so it is plausible he can operate AppsFlyer. Not enough to hard-fail, but keeps this below top marks."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "Owned end-to-end paid social strategy and execution... Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA... Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing",
"rationale": "Deep, specific paid social expertise across Meta and TikTok with repeated media + creative strategy ownership across multiple recent engagements (Avita, Franki, Pie, Tea, Siddas). Strong core-function match."
},
"industry_audience_relevance": {
"score": 75,
"weight": 12,
"evidence": "Industries: Apps, Media, Software & Tech; target_buyer: Parents / Children, Consumers (B2C); Tea - teaforwomen.com... driving traffic directly to the app store; Pie... consumer tech app",
"rationale": "Strong consumer app / subscription relevance and lists Parents/Children as a target buyer, but no direct parenting/family app work history. Comparable consumer-app stage and B2C motion are clearly present."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one... Built TikTok from scratch, from attribution to campaign launch... daily optimization",
"rationale": "Clearly a personal operator who builds, launches, tests, and optimizes campaigns himself in zero-to-one contexts. Exactly the hands-on profile the role needs."
},
"strategy_and_judgment": {
"score": 82,
"weight": 10,
"evidence": "Developed channel strategy... Audited Google Search, uncovering optimization opportunities... Optimized campaigns toward booked appointments, not just leads, to maximize business impact",
"rationale": "Demonstrates diagnosis, prioritization toward business outcomes over vanity metrics, and test-and-learn framing (champion vs. challenger). Good judgment translating goals into plans."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Snapchat, Pinterest, Google Analytics, Looker, Tableau, A/B testing tools; ASO (App store optimization)",
"rationale": "Strong fit on Meta/TikTok ad platforms and analytics tools, plus ASO for App Store ads. However AppsFlyer and Amplitude — the role's named attribution/analytics stack — are not listed, capping this dimension."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "Leveraged conversion data and funnel analysis to optimize campaigns toward lower cost per booked appointment... maximize revenue and customer LTV... reaching profitability within the first 30 days",
"rationale": "Consistent KPI ownership (ROAS, CPA, CAC, LTV) and rapid payback focus align well with the day-1/day-7 payback and LTV:CAC success signals."
},
"availability_budget_fit": {
"score": 85,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: active; has_availability: true; location: Allen, Texas, US",
"rationale": "Active and available, US-based (good timezone overlap), and $100/hr fits comfortably within a $7,000-$8,000 monthly retainer. ASAP start is feasible."
}
},
"final_score_rationale": "Biggest positive drivers: repeated, recent, hands-on Meta+TikTok paid social ownership for consumer apps (Avita, Tea, Pie, Franki, Siddas), explicit app-store install traffic experience, zero-to-one/build-from-scratch execution, rapid creative + UGC testing, and payback/ROAS/LTV optimization — hitting nearly every hard requirement directly. Penalties: AppsFlyer attribution and Amplitude are not explicitly named in the profile (req-004/req-016), and there is no direct parenting/family app experience (req-014), so industry and tool-fit dimensions are held down. He passes all hard requirements because the AppsFlyer gap is a tool-naming gap rather than a demonstrated inability — he clearly handles attribution setup and early payback measurement — but this uncertainty keeps hard_requirements_fit and tool_platform_fit below top scores.",
"evidence_snippets": [
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days.",
"Owned end-to-end paid social strategy and execution focused on driving booked appointments.",
"driving traffic directly to the app store (Apple + Google Play), and driving a low customer acquisition cost",
"Creative iteration and UGC testing to improve CTR and engagement while reducing acquisition costs.",
"Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one.",
"Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA.",
"Owned end-to-end paid social strategy and execution... Built TikTok from scratch, from attribution to campaign launch... driving traffic directly to the app store (Apple + Google Play)",
"Owned end-to-end paid social strategy and execution... Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA... Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing"
],
"three_rs": {
"reject": "Do not reject; strong role-aligned specialist.",
"reason": "Deep hands-on Meta+TikTok paid social for consumer apps, app-store install experience, zero-to-one operator, and payback/LTV:CAC focus map directly to the brief.",
"risk": "AppsFlyer/Amplitude not explicitly named and no direct parenting/family app history; confirm AppsFlyer fluency and comfort with US-parents audience in screening."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social with media and creative strategy ownership",
"evidence": "Owned end-to-end paid social strategy and execution... continuous A/B testing of ad formats, messaging, and placements"
},
{
"reason": "Mobile app install / app-store campaign experience for consumer apps",
"evidence": "driving traffic directly to the app store (Apple + Google Play)... Built TikTok from scratch, from attribution to campaign launch"
},
{
"reason": "Self-directed, build-from-scratch operator working directly with founders",
"evidence": "This is a zero-to-one effort — they need someone who can build performance infrastructure from scratch... reaching profitability within the first 30 days"
},
{
"reason": "Rapid UGC/short-form creative iteration and payback optimization",
"evidence": "Creative iteration and UGC testing to improve CTR... maximize revenue and customer LTV"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"score": 59,
"passes_all_hard": false,
"summary": "Roxane is a strong hands-on paid social/growth marketer with deep, recent experience managing large-scale Meta, TikTok, and Google paid media (up to ~$1M/month at Larroudé, sustaining 5x ROAS) and demonstrated creative testing discipline. She clearly satisfies the core paid social channel ownership, hands-on execution, and creative iteration requirements. However, her track record is heavily concentrated in DTC ecommerce (apparel, footwear, beauty, dermatology), not consumer subscription mobile apps. The profile shows no explicit evidence of mobile app install campaigns or AppsFlyer attribution fluency — two HARD requirements for this app-launch role — so she cannot pass all hard requirements as documented. Her $60/hr rate fits the budget comfortably.",
"synthesis_quote": "Scaling $1M/month in paid media with disciplined testing, driving efficient growth while sustaining 5x ROAS.",
"final_score_rationale": "The biggest positive drivers are her genuine, recent, hands-on paid social depth across Meta and TikTok (req-001, req-002) and strong creative-testing/execution evidence at scale (req-005, req-006), plus channel-prioritization judgment implied by ROAS-disciplined budget scaling. The biggest penalties are two unmet HARD requirements: no explicit mobile app install campaign experience (req-003) and no evidence of AppsFlyer attribution fluency (req-004) — her measurement stack is ROAS/ecommerce oriented (Google Analytics, pixel setup). Industry relevance is also weak: her portfolio is DTC ecommerce/beauty/derma, not consumer subscription parenting apps with day-1/day-7 free-trial payback windows (req-012, req-013, req-014). These gaps prevent passes_all_hard=true and cap the overall score despite strong functional paid-social craft.",
"evidence_snippets": [
"Scaling $1M/month in paid media with disciplined testing, driving efficient growth while sustaining 5x ROAS.",
"managing nearly $1M/month in paid media across Meta, TikTok, and Google... partnered with the CEO and in-house studio to scale high-performing ads",
"led paid social, paid search, influencer marketing, and TikTok GMV ads for LolaVie",
"Managed paid media for EasyDerm... restructuring targeting, creative, and tracking to keep regulated medical accounts approved and scaling",
"tools: Facebook, Instagram, Tiktok, Snapchat... Google Analytics... AdEspresso",
"industries: Apps, Ecommerce... Marketplaces, Media, Software & Tech",
"Strong on Meta/TikTok paid social ownership and creative iteration, but no evidence of app install campaigns or AppsFlyer attribution.",
"managing nearly $1M/month in paid media across Meta, TikTok, and Google... strengthened creative testing, improved budget efficiency"
],
"three_rs": {
"role_fit": "Strong fit as a hands-on paid social operator across Meta and TikTok, but a partial fit for this specific mobile-app-install, subscription-app launch role.",
"readiness": "Active with availability and a $60/hr rate well within budget; could start ASAP.",
"risk": "Two HARD gaps: no explicit app install campaign experience and no AppsFlyer fluency; industry lane is DTC ecommerce/beauty rather than consumer subscription parenting apps."
},
"match_reasons": [
{
"reason": "Deep, recent hands-on paid social across Meta and TikTok at scale",
"evidence": "managing nearly $1M/month in paid media across Meta, TikTok, and Google"
},
{
"reason": "Creative testing and disciplined optimization to efficiency targets",
"evidence": "strengthened creative testing, improved budget efficiency... while maintaining the brand's 5x ROAS"
},
{
"reason": "TikTok-specific paid execution",
"evidence": "led paid social... and TikTok GMV ads for LolaVie"
},
{
"reason": "Budget and availability fit",
"evidence": "preferred_hourly_pay_rate: $60/hr; status: active; has_availability: true"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No explicit evidence of running mobile app install campaigns for a consumer/subscription app. Paid media work described is DTC ecommerce/ROAS-driven (Larroudé footwear, LolaVie beauty, EasyDerm derma), not app installs.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer is not listed in tools and no mention of MMP/app attribution; measurement stack is Google Analytics and pixel-based ecommerce tracking.",
"req-012/req-013/req-014 (audience/industry): No evidence of consumer subscription parenting/family app experience or day-1/day-7 free-trial payback optimization; portfolio is DTC ecommerce and beauty."
],
"weighted_scores": {
"hard_requirements_fit": {
"score": 45,
"weight": 25,
"evidence": "Strong on Meta/TikTok paid social ownership and creative iteration, but no evidence of app install campaigns or AppsFlyer attribution.",
"rationale": "Satisfies paid-social channel and hands-on ownership hard reqs but fails app-install and AppsFlyer hard reqs, so this must be capped."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "managing nearly $1M/month in paid media across Meta, TikTok, and Google... strengthened creative testing, improved budget efficiency",
"rationale": "Genuine, recent, high-scale paid social craft with creative and media strategy depth."
},
"industry_audience_relevance": {
"score": 40,
"weight": 12,
"evidence": "clients in Apparel, Beauty, Health & Food; Larroudé footwear, LolaVie beauty, EasyDerm dermatology",
"rationale": "DTC ecommerce/beauty lane, not consumer subscription parenting apps; 'Apps' industry tag is generic and unsupported by work history."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "restructuring targeting, creative, and tracking to keep regulated medical accounts approved and scaling",
"rationale": "Clearly personally executes media buying, creative testing, and optimization."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "refined audience strategy, strengthened creator partnerships, and optimized cross-channel demand capture",
"rationale": "Shows prioritization and efficiency judgment, scaling while holding ROAS."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Facebook, Instagram, Tiktok, Snapchat, AdEspresso, Google Analytics, pixel setup",
"rationale": "Strong ad-platform fit but missing AppsFlyer, Amplitude, and App Store ads tooling central to this role."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "sustaining 5x ROAS; Campaign optimization & attribution; A/B testing",
"rationale": "Solid ROAS-based optimization for ecommerce, but no app payback/LTV:CAC or MMP measurement evidence."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr; status: active; has_availability: true",
"rationale": "Available now and rate is comfortably within the $7-8k/month band; can start ASAP."
}
}
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"score": 54,
"passes_all_hard": false,
"summary": "David is a DTC/CPG growth marketer with genuine hands-on Meta, TikTok, and Google paid media experience and creative testing across static/video/UGC formats. However, his profile is centered on ecommerce/CPG DTC (beverage, supplements, hair growth, boxed water) with a strong CRO/lifecycle/multi-channel generalist orientation — not on mobile app install campaigns for a consumer subscription app. There is no evidence of AppsFlyer attribution, App Store ads, mobile app install campaigns, or a specialist single-channel focus. Several HARD requirements are unmet, so he does not pass all hard requirements.",
"synthesis_quote": "Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling; Built and managed TikTok acquisition campaigns.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 35,
"weight": 25,
"evidence": "Meta/TikTok hands-on present, but no AppsFlyer, no app install campaigns, no App Store ads, generalist not specialist.",
"rationale": "Paid social (Meta+TikTok) and creative iteration are met, but four other hard requirements — mobile app install campaigns, AppsFlyer fluency, single-channel specialist focus, and consumer subscription app context — are absent or contradicted. His work is ecommerce/CPG DTC, not mobile app acquisition."
},
"functional_expertise": {
"score": 62,
"weight": 20,
"evidence": "Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram; Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion.",
"rationale": "Solid hands-on paid social and creative testing depth, but framed for ecommerce/DTC funnels (Shopify, MER, PMAX) rather than mobile app install optimization. Real but not tuned to this role's channel mechanics."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "target_buyer includes Parents / Children; industries Ecommerce, CPG, DTC subscriptions.",
"rationale": "Consumer/B2C and some subscription exposure, and parents listed as a target buyer, but experience is CPG/beverage/supplements — not a parenting/family consumer app. Partial relevance only."
},
"hands_on_execution": {
"score": 72,
"weight": 15,
"evidence": "Execute on all paid media campaigns for Meta, Google and TikTok with large budgets; Created and managed creative testing frameworks across static, video, UGC.",
"rationale": "Clearly an operator who personally builds and optimizes campaigns and creative — a genuine strength, though in ecommerce contexts rather than app install."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "Developed and executed the go-to-market strategy; Developed and executed a new growth strategy focused on customer acquisition, retention, and scalable revenue growth.",
"rationale": "Shows GTM planning and channel prioritization judgment, but oriented to multi-channel ecommerce launches, not the find-one-winning-app-channel discipline this role needs."
},
"tool_platform_fit": {
"score": 50,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Google Analytics, GTM, Triple Whale mentioned in one brief.",
"rationale": "Has Meta/TikTok/GA/GTM and Triple Whale, but no AppsFlyer and no Amplitude — the two attribution/analytics tools explicitly named for this role are missing."
},
"measurement_optimization": {
"score": 58,
"weight": 6,
"evidence": "Reporting: Monday KPI deck: CAC, MER, payback; holding MER >= 3x.",
"rationale": "Comfortable with CAC/MER/payback reporting and A/B testing, but payback framing is ecommerce MER-based, not day-1/day-7 free-trial app payback via AppsFlyer."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "has_availability: true; preferred_hourly_pay_rate: $75/hr; location Alexandria, Virginia, US.",
"rationale": "Available, US-based, and $75/hr is comfortably within the $7-8k/month retainer band; ASAP start is plausible."
}
},
"final_score_rationale": "The score is driven down by multiple unmet HARD requirements: no mobile app install campaign experience, no AppsFlyer attribution fluency, no App Store ads, and no consumer subscription app context — plus a generalist/multi-channel profile (paid + CRO + lifecycle + retail media) that contradicts the specialist single-channel mandate. His genuine strengths (hands-on Meta/TikTok execution and creative/UGC testing) lift functional and execution scores, but this ecommerce/CPG DTC expertise does not transfer to the app-install acquisition mechanics and attribution stack this role demands.",
"evidence_snippets": [
"Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling",
"Built and managed TikTok acquisition campaigns focused on awareness, engagement, and direct-response conversion objectives",
"Created and managed creative testing frameworks across static, video, UGC, and partnership-based content",
"Run ecommerce media growing and scaling DTC ... Grew DTC 500% YoY",
"Reporting - Monday KPI deck: CAC, MER, payback, Email/SMS share",
"industries: Ecommerce, Local Businesses, Marketing Agencies, Media, Services",
"Managed and optimized Meta advertising campaigns across Facebook and Instagram, including creative strategy, audience targeting, testing, and scaling; Built and managed TikTok acquisition campaigns.",
"Meta/TikTok hands-on present, but no AppsFlyer, no app install campaigns, no App Store ads, generalist not specialist."
],
"three_rs": {
"reject": "No AppsFlyer, no mobile app install campaigns, no App Store ads, no consumer subscription app — core hard requirements unmet.",
"risk": "Generalist multi-channel/CRO orientation may resist the specialist single-channel app-install focus; would need to ramp on mobile attribution.",
"reason_to_believe": "Genuine hands-on Meta and TikTok operator with strong creative/UGC testing and payback reporting instincts in DTC contexts."
},
"match_reasons": [
{
"reason": "Hands-on Meta and TikTok paid social execution",
"evidence": "Managed hands-on execution of Meta advertising campaigns across Facebook and Instagram; Built and managed TikTok acquisition campaigns"
},
{
"reason": "Rapid video/UGC creative testing capability",
"evidence": "Created and managed creative testing frameworks across static, video, UGC, and partnership-based content"
},
{
"reason": "Payback/efficiency reporting familiarity",
"evidence": "Monday KPI deck: CAC, MER, payback"
}
],
"hard_fail_reasons": [
"req-003 Mobile app install campaign experience: no evidence of running mobile app install campaigns; all paid work is ecommerce/DTC web conversion.",
"req-004 AppsFlyer attribution fluency: AppsFlyer is not listed in tools or work history; only GA4/Triple Whale-style ecommerce attribution shown.",
"req-005 Full end-to-end single-channel specialist ownership: profile is a multi-channel generalist (paid + CRO + lifecycle + retail media), contradicting the specialist single-channel mandate.",
"req-002 Paid social channel ownership for app installs: Meta/TikTok used for ecommerce direct-response, not app-store install objectives."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "rahim_dhrolia01_at_gmail_com",
"email": "rahim.dhrolia01@gmail.com",
"name": "Rahim Dhrolia",
"score": 48,
"passes_all_hard": false,
"summary": "Rahim is an experienced paid search/paid social generalist with 8+ years and a $30M+ managed portfolio across Meta, TikTok, Google, and other channels. He has genuine hands-on paid social breadth and CRO/analytics depth. However, his experience is overwhelmingly lead-gen for local businesses, services, e-commerce, and luxury/real-estate verticals — not mobile app install campaigns for a consumer subscription app. There is no evidence of AppsFlyer attribution, App Store ads, mobile app install campaigns, or day-1/day-7 free-trial payback optimization, all of which are HARD/core requirements. This makes him a poor fit for this app-focused paid social specialist role despite a strong general paid resume.",
"synthesis_quote": "specializes in paid search with Google, YouTube, and Bing Ads and paid social with Meta, TikTok, Instagram, LinkedIn, Pinterest, and Snapchat... has managed a $30+ million portfolio across multiple verticals",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "paid social with Meta, TikTok, Instagram... but no AppsFlyer, no app install campaigns, no App Store ads, no subscription-app payback evidence",
"rationale": "Satisfies the general paid-social skill requirement (req-001/002) but fails multiple HARD requirements: no AppsFlyer attribution (req-004), no mobile app install campaign experience (req-003), and no evidence of free-trial/subscription app work. Since several HARD requirements are missing, this score must be low."
},
"functional_expertise": {
"score": 60,
"weight": 20,
"evidence": "specializes in paid search... and paid social with Meta, TikTok, Instagram, LinkedIn, Pinterest, and Snapchat... hands-on execution... data-driven strategies",
"rationale": "Real paid social breadth exists, but it is spread across many channels and oriented toward lead-gen for local/services/e-commerce rather than deep single-channel app-acquisition specialization. Breadth over the required depth in app UA."
},
"industry_audience_relevance": {
"score": 35,
"weight": 12,
"evidence": "target_buyer includes Parents / Children; industries: Ecommerce, Local Businesses, Services; subindustries include Subscriptions",
"rationale": "Lists Subscriptions and Parents/Children as tags, but actual work history is luxury resort, insurance, jewelry, property management, senior living, and dental — not a consumer subscription app for US parents. Weak audience/business-model overlap."
},
"hands_on_execution": {
"score": 65,
"weight": 15,
"evidence": "drives strategic campaigns, hands-on execution... Set up tracking solution to monitor user journeys... 187K leads at $8.86 CPL",
"rationale": "Clearly an operator who personally runs and optimizes campaigns and tracking. Strong general execution signal, but not on the required app-install/video-creation motion."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "Developed and executed go-to-market strategies for new service launches... segmented funnel strategies... identifying key drop-off points",
"rationale": "Shows GTM planning, funnel thinking, and prioritization judgment, but not the find-one-winning-channel/creative payback judgment specific to app UA under a tight launch."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Snapchat... Google Analytics, GTM, Optimizely/VWO, Hotjar",
"rationale": "Has the core ad platforms (Meta, TikTok) and strong web analytics/CRO tooling, but no AppsFlyer, no Amplitude, and no App Store ads — the mobile-attribution stack central to this role is absent."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "enhance return on ad spend (ROAS)... 11% CVR, $350 AOV, Reduced Cart Abandonment by 12%... $8.86 CPL",
"rationale": "Solid measurement/optimization discipline with ROAS, CVR, CPL metrics, but nothing on day-1/day-7 payback or LTV:CAC in a free-trial subscription context."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $65/hr; status: active; has_availability: true",
"rationale": "Active and available; $65/hr is plausibly within a $7-8k/month retainer. Canada (Oakville, ON) timezone overlaps AMER. Reasonable soft fit, though rate implies possible part-time capacity."
}
},
"final_score_rationale": "The biggest penalty is failure of multiple HARD requirements: no AppsFlyer attribution fluency (req-004), no mobile app install campaign experience (req-003), and no evidence of consumer subscription app / free-trial payback work. The role is a deep single-channel app-UA specialist role, and Rahim's proven strength is multi-channel lead-gen for local businesses, services, e-commerce, and luxury verticals — that strength does not transfer to app install optimization. He gets credit for genuine hands-on Meta/TikTok paid social experience and strong CRO/analytics tooling, but the mobile-attribution and app-acquisition core of this role is entirely missing, capping the score.",
"evidence_snippets": [
"specializes in paid search with Google, YouTube, and Bing Ads and paid social with Meta, TikTok, Instagram, LinkedIn, Pinterest, and Snapchat",
"has managed a $30+ million portfolio across multiple verticals",
"Set up tracking solution to monitor user journeys across all channels, enabling accurate attribution",
"187K leads at $8.86 CPL",
"Increased traffic by 38%... 11% CVR... $350 AOV... Reduced Cart Abandonment by 12%",
"target_buyer: ... Parents / Children ... subindustries_products: ... Subscriptions",
"specializes in paid search with Google, YouTube, and Bing Ads and paid social with Meta, TikTok, Instagram, LinkedIn, Pinterest, and Snapchat... has managed a $30+ million portfolio across multiple verticals",
"paid social with Meta, TikTok, Instagram... but no AppsFlyer, no app install campaigns, no App Store ads, no subscription-app payback evidence"
],
"three_rs": {
"reach": "Has hands-on access to Meta, Instagram, TikTok, Snapchat, and Pinterest ad platforms, but no mobile app install / App Store ads reach; audience is primarily B2B/local/e-commerce, not US parents on an app.",
"resonance": "Demonstrated creative/CRO instincts and funnel optimization, but no evidence of UGC-style short-form video creation or app-launch creative iteration.",
"results": "Strong lead-gen and ROAS metrics (CPL, CVR, AOV, ROAS) but no app-install payback, day-1/day-7 retention, or LTV:CAC results for a subscription app."
},
"match_reasons": [
{
"reason": "Hands-on paid social across Meta and TikTok",
"evidence": "paid social with Meta, TikTok, Instagram, LinkedIn, Pinterest, and Snapchat"
},
{
"reason": "Operator who executes and optimizes personally",
"evidence": "drives strategic campaigns, hands-on execution, and measurable success through data-driven strategies"
},
{
"reason": "Strong measurement/CRO tooling",
"evidence": "Google Analytics, Google Tag Manager, A/B testing tools (Optimizely, VWO), Hotjar"
}
],
"hard_fail_reasons": [
"req-004 (AppsFlyer attribution): No evidence of AppsFlyer or any mobile attribution platform in tools or work history; tools list only web analytics (GA, GTM, Hotjar).",
"req-003 (Mobile app install campaigns): No app install campaign experience anywhere in profile; work is lead-gen and e-commerce for resorts, insurance, jewelry, property, senior living, and dental.",
"req-005/req-006 (Full end-to-end single-channel app ownership with rapid video iteration): No evidence of owning an app-acquisition channel or building/iterating video creative for an app launch; experience is multi-channel generalist lead-gen. Combined with missing app/attribution experience, the candidate does not pass all HARD requirements."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "pgibson_growth_at_gmail_com",
"email": "pgibson.growth@gmail.com",
"name": "Pat Gibson",
"score": 59,
"passes_all_hard": false,
"summary": "Pat Gibson is a strong paid social / growth operator with $200M+ in managed spend across Meta, Google, TikTok, and Reddit, deep hands-on creative testing chops, and consumer/DTC app experience (Rapchat co-founder/CMO grown to 15M+ users). Meta and TikTok expertise, rapid video/creative iteration, and self-directed founder-facing work are well supported. However, two HARD requirements are not evidenced: explicit mobile app INSTALL campaign experience is only implied (app work exists but install-campaign specifics for a subscription app are thin) and, critically, there is no evidence of AppsFlyer attribution fluency — the tools list shows Google Analytics, GA, and A/B testing tools but no MMP. Budget also misaligns: $100/hr preferred rate likely exceeds the $7-8K/month retainer band unless hours are capped.",
"synthesis_quote": "Growth Marketer with over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit. Former Co-Founder and CMO of Rapchat, grew to 15M+ users.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 58,
"weight": 25,
"evidence": "$200M+ spend across Meta, Google, TikTok, Reddit; but no AppsFlyer mention (tools list only GA/Optimizely/VWO); app install campaign experience implied, not stated.",
"rationale": "Strong on paid social + single-channel ownership + creative iteration, but AppsFlyer fluency (req-004, HARD) is absent and app-install-campaign specifics (req-003, HARD) are only inferred. Two HARD gaps drive this low."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "$200M+ managed spend; 'Built and launched Luma AI's first structured Meta creative testing framework'; 'beat CAC targets by 2x, and drove 4+ ROAS'.",
"rationale": "Deep, specific paid social and creative-strategy expertise across Meta and TikTok with concrete performance outcomes."
},
"industry_audience_relevance": {
"score": 68,
"weight": 12,
"evidence": "Rapchat 15M+ users app; Maple DTC telehealth; Coach Kel consumer membership; 'stealth guidance app for Gen Z'. No US parents 5-15 audience.",
"rationale": "Strong consumer/DTC and app experience, but no parenting/family audience and no direct kids-5-15 targeting evidence."
},
"hands_on_execution": {
"score": 84,
"weight": 15,
"evidence": "'Built and launched...creative testing framework'; 'Helped prioritize and structure 40+ weekly static ad variations'; 'Launched Meta campaigns'.",
"rationale": "Clearly hands-on operator building and shipping campaigns and creative, though some recent roles are fractional/CMO-level."
},
"strategy_and_judgment": {
"score": 82,
"weight": 10,
"evidence": "'creative angle development, KPI setup, and early acquisition strategy'; 'emotional-first creative testing framework'; channel testing across Meta/TikTok/Reddit.",
"rationale": "Demonstrates diagnosis, testing frameworks, and find-the-winner channel/creative judgment relevant to the brief."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools: A/B testing (Optimizely, VWO), AdRoll, Canva, CRMs, Google Analytics. No AppsFlyer, no Amplitude, no App Store ads listed.",
"rationale": "Core ad platforms present via work history, but the role's explicit attribution stack (AppsFlyer, Amplitude) is missing."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "'reduced CPL by 40%+'; 'beat CAC targets by 2x, 4+ ROAS'; '30–60 day launch learnings'; 'improve CPA and scale efficiently'.",
"rationale": "Strong CAC/ROAS/CPA optimization track record, though no explicit day-1/day-7 payback or MMP-based attribution."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status onboarded, has_availability true; located Columbus, Ohio (US timezone).",
"rationale": "Available and US-based (good timezone fit), but $100/hr caps at ~70-80 hrs to stay within the $7-8K retainer; potential budget tension."
}
},
"final_score_rationale": "Biggest positives: exceptional paid social functional depth ($200M+ managed across Meta/TikTok), concrete hands-on creative testing frameworks, consumer/DTC app background (Rapchat 15M+ users), and self-directed founder-facing work — all directly relevant. Biggest penalties: two HARD requirements are unmet — no evidence of AppsFlyer attribution fluency (req-004) and no explicit mobile app install campaign experience for a subscription app (req-003, only implied). These force passes_all_hard=false and pull down hard_requirements_fit and tool_platform_fit. Missing parenting/family audience and the $100/hr rate vs. $7-8K retainer add minor drag.",
"evidence_snippets": [
"over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit",
"Former Co-Founder and CMO of Rapchat, grew to 15M+ users and raised $3.5M",
"Built and launched Luma AI's first structured Meta creative testing framework focused on rapid message validation and iteration speed",
"Launched Meta campaigns, beat CAC targets by 2x, and drove 4+ ROAS using an emotional-first creative testing framework",
"Tools: A/B testing tools (Optimizely, VWO, etc), AdRoll, Canva, CRMs, Google Analytics",
"preferred_hourly_pay_rate: $100/hr",
"Growth Marketer with over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit. Former Co-Founder and CMO of Rapchat, grew to 15M+ users.",
"$200M+ spend across Meta, Google, TikTok, Reddit; but no AppsFlyer mention (tools list only GA/Optimizely/VWO); app install campaign experience implied, not stated."
],
"three_rs": {
"recommend": "Strong paid social operator with proven Meta/TikTok creative iteration and consumer app growth; recommend with reservations pending verification of AppsFlyer/app-install experience.",
"reservations": "No AppsFlyer attribution evidence and no explicit mobile app install campaign experience for a subscription app; no parenting/family audience; $100/hr may exceed the $7-8K retainer band.",
"risks": "May lack MMP/attribution fluency needed to measure day-1/day-7 payback; app-install expertise unverified; budget/rate mismatch could reduce weekly hours below what a 6-week launch sprint needs."
},
"match_reasons": [
{
"reason": "Deep hands-on paid social across Meta and TikTok with major managed spend",
"evidence": "over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit"
},
{
"reason": "Rapid, structured video/creative iteration under launch pressure",
"evidence": "Helped prioritize and structure 40+ weekly static ad variations across multiple formats, audiences, and messaging"
},
{
"reason": "Consumer/DTC app growth and founder-level ownership",
"evidence": "Former Co-Founder and CMO of Rapchat, grew to 15M+ users"
},
{
"reason": "Payback/efficiency optimization track record",
"evidence": "beat CAC targets by 2x, and drove 4+ ROAS; reduced CPL by 40%+"
}
],
"hard_fail_reasons": [
"req-004 (AppsFlyer attribution fluency, HARD): No evidence of AppsFlyer or any mobile measurement partner; tools list only Google Analytics, Optimizely/VWO. Cannot confirm ability to measure day-1/day-7 payback via the role's attribution stack.",
"req-003 (Mobile app install campaign experience, HARD): App/consumer app work is present (Rapchat, SONGBOY installs/wishlists) but explicit mobile app INSTALL campaign experience for a consumer/subscription app is only implied, not directly evidenced."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "alexcpak1_at_gmail_com",
"email": "alexcpak1@gmail.com",
"name": "Alex Pak",
"score": 83,
"passes_all_hard": true,
"summary": "Alex is a senior performance/growth marketer with 9+ years scaling paid acquisition from zero, with deep hands-on Meta and TikTok experience across consumer app brands (Rocket Money, Carbon Health, Glu/EA, K Health). He has managed 7-8 figure budgets, built paid programs from scratch, run mobile app install campaigns, and cites SKAN/MMM/attribution as core competencies plus ASO and creative iteration. He is a strong fit for this single-channel, build-from-scratch paid social operator role. Gaps: no explicit AppsFlyer mention (references SKAN/MMM/last-click and mentions attribution broadly), no App Store ads specifics, and much recent depth is Meta-weighted rather than TikTok-weighted, though TikTok appears repeatedly in his channel mix.",
"synthesis_quote": "I have scaled many paid acquisition programs from 0... across Paid Social, Paid Search, and more. My expertise spans multiple digital channels including Meta, Snap, Google, DSPs, Paid Search, and TikTok, with a focus on testing, creative optimization, and data driven strategy.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 80,
"weight": 25,
"evidence": "Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google)... Built Paid Marketing program from scratch; Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter; ASO (App store optimization) skill listed.",
"rationale": "Satisfies most hard reqs: deep hands-on Meta+TikTok paid social, mobile app install experience, single-channel/build-from-scratch ownership, rapid creative iteration, and rate within budget ($100/hr). The one soft spot is AppsFlyer: he cites SKAN/MMM/last-click attribution fluency but AppsFlyer is not named explicitly. Given strong adjacent MMP/attribution depth in the mobile-app UA space, this is treated as a plausible pass rather than a hard fail, so not scored 90+."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "Rebuilt creative experimentation framework... ~4x win rate via hypothesis-driven design; Doubled Paid Social acquisition on Snap, Reddit, DSPs, and SDK Ad Networks; Lead creative strategy across various digital acquisition verticals.",
"rationale": "Deep, specific paid social/performance expertise with concrete win-rate and CPA/ROAS outcomes, creative testing systems, and channel scaling. Strongly on-function."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Consumer subscription app experience (Rocket Money); Pathright/FlipGive: apps for teams... Managers and parents save time; target_buyer includes Parents / Children; industries include Apps.",
"rationale": "Strong consumer subscription app and B2C fit; FlipGive touches parents/family-of-team logistics. Not a pure parenting app but very relevant audience and business model."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "Oversaw strategy and execution, including end-to-end management on Google Ads, Meta...; Built Paid Marketing program from scratch, rigorously testing audiences, events, channels, & creatives.",
"rationale": "Clearly an operator who executes end-to-end, though some senior roles include team mentoring/agency management; recent Homeaglow and prior roles show direct hands-on media buying and creative testing."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "optimizing for long-term LTV and durable unit economics over short-term ROAS; Introduced structured DMA allocation and exclusion testing to isolate incremental lift.",
"rationale": "Demonstrates strong diagnostic judgment, prioritization, and translating business goals (LTV, unit economics) into testing plans and channel decisions."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, A/B testing tools (Optimizely, VWO), Canva; Attribution models (SKAN, Last Click, MMM); ASO listed.",
"rationale": "Strong on Meta and A/B tooling; TikTok appears in narrative. However AppsFlyer and Amplitude are not explicitly listed, and TikTok is not in the tools field — a partial platform-fit gap for the exact stack."
},
"measurement_optimization": {
"score": 88,
"weight": 6,
"evidence": "improving new patient CPA 35% QoQ; 20% decrease in new patient CAC; Meticulously analyze the conversion event and cost funnel... data-driven decisions; SKAN/MMM/Last Click bread and butter.",
"rationale": "Excellent measurement/optimization track record with concrete CPA/CAC/ROAS improvements and funnel/attribution rigor directly relevant to day-1/day-7 payback goals."
},
"availability_budget_fit": {
"score": 78,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: onboarded; has_availability: true; location: San Francisco, California, US.",
"rationale": "Onboarded and available; $100/hr aligns with the ~$7.5k/month retainer at typical part-time hours and US timezone works well for a founder-facing role. Availability start (ASAP) not explicitly confirmed."
}
},
"final_score_rationale": "Biggest positive drivers: deep, quantified paid social and performance UA expertise (Rocket Money, Carbon Health), building programs from scratch, 7-figure Meta/TikTok/multi-channel budgets, rigorous creative testing (4x win rate), and strong measurement/attribution fluency (SKAN/MMM) directly relevant to day-1/day-7 payback. Consumer subscription app and parents-adjacent audience fit are solid. Penalties: AppsFlyer and Amplitude are not explicitly named (adjacent MMP/attribution depth makes this a plausible not exceptional pass), App Store ads experience is not documented, and TikTok is present in narrative but under-emphasized relative to Meta. These stack/channel-specificity gaps keep the score strong but below exceptional.",
"evidence_snippets": [
"Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google) across mobile/desktop, achieving positive ROAS",
"Built Paid Marketing program from scratch for the Rocket Visa Signature Card, rigorously testing audiences, events, channels, & creatives",
"Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter topics of discussion",
"Rebuilt creative experimentation framework, increasing structured testing cadence and achieving ~4x win rate",
"His Paid Social strategies effectively increased app downloads and engagement... leading to a 20% decrease in new patient CAC",
"ASO (App store optimization)",
"I have scaled many paid acquisition programs from 0... across Paid Social, Paid Search, and more. My expertise spans multiple digital channels including Meta, Snap, Google, DSPs, Paid Search, and TikTok, with a focus on testing, creative optimization, and data driven strategy.",
"Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google)... Built Paid Marketing program from scratch; Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter; ASO (App store optimization) skill listed."
],
"three_rs": {
"reach": "Extensive paid social reach: Meta (Instagram/Facebook), TikTok, Snap, Reddit, DSPs, SDK ad networks driving app installs across multiple consumer brands.",
"resonance": "Strong creative strategy and iteration instincts with hypothesis-driven testing (4x win rate), creative analysis, and UGC/short-form expansion (YouTube Shorts 60% win rate).",
"results": "Concrete efficiency outcomes: CPA down 35% QoQ, CAC down 20%, doubled paid social acquisition, LP CVR up >12% MoM, positive ROAS at 7-figure scale."
},
"match_reasons": [
"Deep hands-on Meta + TikTok paid social at scale: 'Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok...)'",
"Mobile app install / consumer subscription UA experience: Rocket Money and Carbon Health app download growth plus ASO skill",
"Build-from-scratch single-channel operator: 'Built Paid Marketing program from scratch... rigorously testing audiences, events, channels, & creatives'",
"Payback/LTV:CAC and attribution focus: 'optimizing for long-term LTV and durable unit economics' and 'SKAN, Last Click, MMM... my bread and butter'"
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "mychal_turpin_at_gmail_com",
"email": "mychal.turpin@gmail.com",
"name": "Mychal Turpin",
"score": 49,
"passes_all_hard": false,
"summary": "Mychal is a seasoned performance/growth marketer (14+ years) with genuine paid social and e-commerce DTC experience, but his profile is heavily weighted toward Pinterest, Google/SEM, and programmatic display rather than the specific Meta + TikTok app-install paid social lane this role demands. There is no evidence of TikTok advertising, no mobile app install campaign experience, and no AppsFlyer/mobile attribution fluency. His strongest wins (Negative Underwear, FINE & RAW, Seavees) are DTC e-commerce web ROAS, not consumer subscription app installs with day-1/day-7 payback. Multiple HARD requirements are unmet, so he fails hard gating despite real paid-media talent.",
"synthesis_quote": "Led strategy and execution of Paid Pinterest to drive 2x Revenue YoY while maintaining consistent ROAS.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "Roles include 'Paid Social Media Marketer'; recent Myosin role runs 'Google Ads and Meta Ads'; but no TikTok, no app install campaigns, no AppsFlyer.",
"rationale": "Partial Meta experience exists, but TikTok, mobile app install, and AppsFlyer attribution — all HARD requirements — are entirely absent. Most paid social evidence is Pinterest and web DTC, not the required Meta+TikTok app-install stack."
},
"functional_expertise": {
"score": 55,
"weight": 20,
"evidence": "'scaling the company's Paid Social revenue from hundreds of thousands to tens of millions of dollars annually'; 'creative testing framework'; 'bid testing'.",
"rationale": "Strong paid-media functional depth and creative testing frameworks exist, but concentrated in Pinterest and e-commerce web funnels rather than Meta/TikTok app-install paid social. Relevant but misaligned to the exact function."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Subindustries include 'Subscriptions'; BeanBox 'coffee subscription service'; target_buyer includes 'Parents / Children'; Inspire 'driving subscription sign-ups'.",
"rationale": "Some subscription and parents/children audience exposure, but these are DTC web/direct-mail subscriptions, not a consumer mobile subscription app for US parents of 5-15 year-olds. No family/parenting app relevance."
},
"hands_on_execution": {
"score": 70,
"weight": 15,
"evidence": "'Build and manage campaign structure and ad creative'; 'Optimizing account structure and audiences'; 'implemented custom design pins'.",
"rationale": "Clearly a hands-on operator who builds campaigns, tests creative, and optimizes accounts directly. This is a genuine strength, though executed in adjacent channels."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "'Created testing framework to determine best ads to launch on Pinterest from vast Meta library'; 'full-funnel marketing strategy'; reduced CPA 50%.",
"rationale": "Demonstrates diagnosis, testing frameworks, and channel prioritization judgment, supporting a find-the-winner mindset — transferable strategic reasoning."
},
"tool_platform_fit": {
"score": 25,
"weight": 8,
"evidence": "Tools list Google Adwords, Google Analytics, Kenshoo, Search Ads 360, GTM; no AppsFlyer, no Amplitude, no TikTok Ads Manager.",
"rationale": "Toolset is SEM/programmatic-centric (Kenshoo, SA360, Bing, Yahoo Gemini). Missing the mobile attribution and TikTok tooling this role explicitly requires."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Improved Pinterest ad account ROAS by 30% while increasing spend by 40% YoY'; '50% decrease in CPA'; 'real-time dashboards that integrated Google Analytics'.",
"rationale": "Strong measurement and iterative optimization discipline with ROAS/CPA outcomes, but no experience with day-1/day-7 mobile payback or LTV:CAC via AppsFlyer specifically."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $90/hr; status active, has_availability true; located Los Angeles (US timezone).",
"rationale": "US-based and available, good timezone fit. $90/hr implies ~$14k/month full-time, above the $7-8k retainer, but part-time engagement could fit; soft preference."
}
},
"final_score_rationale": "The biggest penalty is failure of multiple HARD requirements: no TikTok advertising experience, no mobile app install campaign experience, and no AppsFlyer attribution fluency — all core, non-negotiable needs. His paid social credibility is real but concentrated in Pinterest and DTC e-commerce web ROAS, which does not transfer to Meta/TikTok app-install acquisition with early payback windows. Score is buoyed by strong hands-on execution, testing frameworks, and measurement discipline, but capped because the central function, tools, and audience are misaligned. This is a talented performance marketer in the wrong lane for this specialized app-install paid social role.",
"evidence_snippets": [
"scaling the company's Paid Social revenue from hundreds of thousands to tens of millions of dollars annually",
"Led strategy and execution of Paid Pinterest to drive 2x Revenue YoY while maintaining consistent ROAS",
"Manage paid media campaigns across Google Ads and Meta Ads, likely 3-4 accounts",
"Improved Pinterest ad account ROAS by 30% while increasing spend by 40% YoY",
"vast experience within paid social, SEM, programmatic display, and analytics",
"BeanBox, a coffee subscription service... full-funnel marketing strategy",
"Led strategy and execution of Paid Pinterest to drive 2x Revenue YoY while maintaining consistent ROAS.",
"Roles include 'Paid Social Media Marketer'; recent Myosin role runs 'Google Ads and Meta Ads'; but no TikTok, no app install campaigns, no AppsFlyer."
],
"three_rs": {
"recommend": false,
"reason": "Fails multiple HARD requirements — no TikTok, no mobile app install, no AppsFlyer.",
"risk": "Paid social strength is Pinterest/DTC web, not Meta+TikTok app-install acquisition; ramp risk on mobile attribution and short 6-week launch runway."
},
"match_reasons": [
{
"reason": "Genuine hands-on paid social operator with large-scale DTC growth",
"evidence": "scaling the company's Paid Social revenue from hundreds of thousands to tens of millions of dollars annually"
},
{
"reason": "Runs Meta Ads and builds/manages campaign structure and creative",
"evidence": "Manage paid media campaigns across Google Ads and Meta Ads... Build and manage campaign structure and ad creative"
},
{
"reason": "Creative testing framework and iteration discipline",
"evidence": "A creative testing framework was introduced, which not only involved the creative team but also provided them with weekly incentives"
},
{
"reason": "Some subscription-model exposure",
"evidence": "BeanBox, a coffee subscription service... refined the subscription flow"
}
],
"hard_fail_reasons": [
"req-001/req-002: No evidence of TikTok advertising; paid social depth is concentrated in Pinterest and Meta for DTC web, not specialist Meta+TikTok media/creative strategy.",
"req-003: No mobile app install campaign experience anywhere in the profile — all campaigns are web/e-commerce or direct mail.",
"req-004: No AppsFlyer or any mobile measurement partner (MMP) fluency; attribution experience is web-based (Google Analytics, GTM).",
"req-006: Creative iteration shown but not for mobile app install video under a launch runway; video creative evidence is limited (custom pins).",
"req-005/req-007: Can operate a channel, but not demonstrated for the specific Meta/TikTok app-install channel this role requires ownership of."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "christopherdarabi_at_gmail_com",
"email": "christopherdarabi@gmail.com",
"name": "Christopher Darabi",
"score": 59,
"passes_all_hard": false,
"summary": "Christopher is a 14-year growth/performance marketer with strong paid media pedigree (CBS Interactive, FOX, Tinuiti, Porsche Digital) and hands-on paid social and creative-testing chops across Meta and TikTok. He has run large-budget acquisition campaigns, including mobile app acquisition at CBS and app-publisher work at Bickster. However, he presents as a broad multi-channel growth marketer/performance generalist rather than a dedicated single-channel paid social specialist, and the profile shows no evidence of AppsFlyer attribution or explicit mobile app install (MAI/AEO) campaign expertise measured on day-1/day-7 payback. Several HARD requirements are therefore unproven, so he does not pass all hard requirements.",
"synthesis_quote": "I have spent 14 years in growth marketing, analytics, landing page optimization, and product funnels. I have also managed creative strategy and testing roadmaps to communicate each brand's value props and convert users.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 48,
"weight": 25,
"evidence": "Facebook, Instagram, Tiktok in tools; 'Managed paid media across paid search and social'; 'Resctructed Meta Ads account and set up testing process'. No AppsFlyer, no explicit app install (MAI/AEO) campaigns, no day-1/day-7 payback.",
"rationale": "Meta/TikTok paid social ownership is credible, but AppsFlyer fluency (req-004) and mobile app install campaign experience (req-003) are unproven, and the profile reads generalist rather than single-channel specialist. Multiple HARD requirements fail or are unsupported."
},
"functional_expertise": {
"score": 68,
"weight": 20,
"evidence": "'Developed creative strategy across paid channels which increased CTR and reduced CPA by 40%'; 'managed creative strategy and testing roadmaps'; managed $400k/month agency spend and $24M annual CBS budget.",
"rationale": "Deep paid media and creative-testing experience, but spread across paid search, social, and cross-channel rather than concentrated, specialist-level Meta+TikTok paid social depth."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "Industries include 'Apps'; 'Parents / Children' target buyer; Bickster is 'a mobile app publishing company'; Proof of Peach 'AI ... app'. Consumer subscription/DTC via Subscriptions subindustry.",
"rationale": "Some consumer app and B2C subscription relevance and 'Parents/Children' audience listed, but no direct parenting/family app or consumer subscription app growth engagement demonstrated with results."
},
"hands_on_execution": {
"score": 72,
"weight": 15,
"evidence": "'Built out performance marketing campaigns from scratch for Marqued'; 'Resctructed Meta Ads account and set up testing process to allow for scaling campaigns $3k-5k/day'; 'Optimized and scaled paid media channels with $100k/month budgets, while improving CPA by -20%'.",
"rationale": "Clear evidence of personally building, restructuring, and optimizing accounts; strong operator signal, though some recent roles (Daily Drop) involve overseeing a media buying agency rather than executing."
},
"strategy_and_judgment": {
"score": 74,
"weight": 10,
"evidence": "'Optimized the conversion funnel ... increased purchase rate by 30%'; 'managed creative strategy and testing roadmaps'; owned revenue targets for brands spending $1M-5M/month.",
"rationale": "Solid diagnosis, funnel optimization, testing roadmap and prioritization judgment across multiple accounts."
},
"tool_platform_fit": {
"score": 66,
"weight": 8,
"evidence": "Tools list Facebook, Instagram, Tiktok, Snapchat, Segment, Google Analytics, Looker, Tableau. No AppsFlyer or Amplitude listed.",
"rationale": "Strong ad-platform and analytics stack coverage including Meta and TikTok, but the two role-critical mobile tools (AppsFlyer, Amplitude) are absent."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'improving CPA by -20%'; 'reduced CPA by 40%'; 'increased purchase rate by 30%'; owned revenue targets; SQL, Looker, Tableau, Segment.",
"rationale": "Good CPA/CVR/revenue measurement discipline, but no evidence of mobile payback windows (day-1/day-7), LTV:CAC, or SKAN/AppsFlyer attribution."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "'preferred_hourly_pay_rate: $80/hr'; 'has_availability: true'; location Los Angeles, US (good timezone overlap).",
"rationale": "Active and available with a US timezone; $80/hr implies roughly the $7-8k/month range depending on hours, so budget fit is plausible."
}
},
"final_score_rationale": "Biggest positives: genuine hands-on paid media execution across Meta and TikTok, strong creative-testing and funnel-optimization results (CPA -40%, CVR +30%), and large-scale acquisition pedigree at CBS/FOX/Tinuiti. Biggest penalties driving the score down: no evidence of AppsFlyer attribution fluency (HARD req-004), no explicit mobile app install / AEO campaign experience with subscription payback (HARD req-003), and the overall profile is a multi-channel growth generalist rather than a dedicated single-channel paid social specialist (req-005/req-002/req-017). No Amplitude, no parenting/family or consumer subscription app growth proof. These unmet HARD requirements make passes_all_hard false and cap the functional and hard-requirements dimensions.",
"evidence_snippets": [
"Managed paid media across paid search and social for several key accounts.",
"Resctructed Meta Ads account and set up testing process to allow for scaling campaigns $3k-5k/day.",
"Developed creative strategy across paid channels which increased CTR and reduced CPA by 40% in Q1 of 2023.",
"Built out performance marketing campaigns from scratch for Marqued, their online marketplace for classic cars.",
"Optimized and scaled paid media channels with $100k/month budgets, while improving CPA by -20%.",
"I have also managed creative strategy and testing roadmaps to communicate each brand's value props and convert users.",
"I have spent 14 years in growth marketing, analytics, landing page optimization, and product funnels. I have also managed creative strategy and testing roadmaps to communicate each brand's value props and convert users.",
"Facebook, Instagram, Tiktok in tools; 'Managed paid media across paid search and social'; 'Resctructed Meta Ads account and set up testing process'. No AppsFlyer, no explicit app install (MAI/AEO) campaigns, no day-1/day-7 payback."
],
"three_rs": {
"reject": "No AppsFlyer attribution fluency and no explicit mobile app install (MAI/AEO) campaign experience for a consumer subscription app measured on day-1/day-7 payback.",
"risk": "Profile reads as a broad multi-channel growth/performance generalist rather than a dedicated single-channel paid social specialist; recent Daily Drop role oversees a media-buying agency rather than executing directly.",
"reason_to_believe": "14 years hands-on paid media with Meta and TikTok, strong creative-testing and funnel-optimization results, and large-scale acquisition experience including CBS mobile app campaigns and Bickster app-publisher work."
},
"match_reasons": [
{
"reason": "Hands-on Meta/TikTok paid social with creative testing",
"evidence": "Resctructed Meta Ads account and set up testing process to allow for scaling campaigns $3k-5k/day."
},
{
"reason": "Creative strategy and optimization results",
"evidence": "Developed creative strategy across paid channels which increased CTR and reduced CPA by 40%."
},
{
"reason": "Build-from-scratch operator experience",
"evidence": "Built out performance marketing campaigns from scratch for Marqued."
}
],
"hard_fail_reasons": [
"req-004 AppsFlyer attribution fluency: no mention of AppsFlyer or any MMP anywhere in the profile; cannot confirm ability to measure day-1/day-7 payback.",
"req-003 Mobile app install campaign experience: no explicit app install / AEO campaign work for a consumer/subscription app is demonstrated (Bickster and Proof of Peach app-adjacent roles lack described app-install execution or results).",
"req-005/req-017 Full end-to-end single-channel specialist: profile is a multi-channel growth/paid search + paid social generalist rather than a focused single-channel paid social specialist doing the work directly."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jakemadoff210_at_gmail_com",
"email": "jakemadoff210@gmail.com",
"name": "Jake Madoff",
"score": 59,
"passes_all_hard": false,
"summary": "Jake is a strong full-stack growth/paid media marketer with heavy Meta and Google Ads experience across DTC ecommerce and lead-gen, plus a listed Paid Social Media Marketer engagement (Juke Audio). However, his experience skews toward lead-gen and ecommerce ROAS optimization rather than mobile app install campaigns for a consumer subscription app. There is no evidence of AppsFlyer attribution fluency, no clear TikTok paid execution, and no mobile app install / day-1/day-7 free-trial payback work. Because multiple HARD requirements (app install campaigns, AppsFlyer, and deep TikTok paid social) are unmet or unproven, he does not pass all hard requirements.",
"synthesis_quote": "I'm a full-stack growth marketing expert... I specialize in paid social, paid search, OTT, Amazon Ads, and CRO.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "Paid Social Media Marketer at Juke Audio; managed $200K/month across Meta and Google Ads; ASO listed as a skill; TikTok listed as a tool but no described TikTok campaign work; no AppsFlyer; no app install campaigns.",
"rationale": "Meta paid social ownership is well proven, but app install campaigns, AppsFlyer attribution, and hands-on TikTok paid execution are all unmet/unproven. Several HARD requirements fail."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "Managed $200K/month across Meta; built full-funnel Meta campaigns; video-based creative strategies delivered ROAS of 3.4; creative testing and full-funnel segmentation.",
"rationale": "Deep, hands-on paid social/paid media expertise on Meta is clear, but focus is ecommerce/lead-gen ROAS rather than subscription app install acquisition and TikTok."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Industries include Apps and Subscriptions subindustry; target buyer includes 'Parents / Children'; Petit Seal playsets across Europe and US; but no parenting/family app or app install work.",
"rationale": "Some tangential consumer/DTC and parenting-audience exposure, but no consumer subscription mobile app growth or parenting app experience. Mostly ecommerce/lead-gen and B2B."
},
"hands_on_execution": {
"score": 75,
"weight": 15,
"evidence": "He managed $200K/month across Meta and Google Ads; reduced CPL by 28%; restructured search, PMax and shopping ads; conducted a funnel audit.",
"rationale": "Clearly a hands-on operator who builds, tests, and optimizes campaigns directly. Strong on execution generally, though not in the specific app-install/creative-iteration context."
},
"strategy_and_judgment": {
"score": 68,
"weight": 10,
"evidence": "Full-funnel segmentation, creative testing, and high-intent keyword strategy; funnel audit that enhanced the purchase conversion rate; multi-channel approach.",
"rationale": "Shows solid diagnosis, funnel thinking, and prioritization judgment across channels, but not demonstrated in a find-the-one-winning-channel launch context."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools include Facebook, Instagram, Tiktok, AdEspresso, AdRoll, Google Analytics, GTM, Looker, Heap; no AppsFlyer, no Amplitude.",
"rationale": "Covers Meta/TikTok surfaces and general analytics, but lacks the specific mobile attribution stack (AppsFlyer) and product analytics (Amplitude) the role requires."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "Targeted 3.5+ ROAS; reduced CPL by 28% and grew qualified leads by 45%; boosted CTR by 40% and CVR by 30%.",
"rationale": "Strong ROAS/CPL/lead measurement track record, but no evidence of day-1/day-7 payback or LTV:CAC on mobile subscription attribution windows."
},
"availability_budget_fit": {
"score": 85,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $70/hr; location New York, US.",
"rationale": "Active and available, US-based, and $70/hr is comfortably within the $7,000-$8,000/month retainer band. Good availability/timezone fit."
}
},
"final_score_rationale": "The biggest positive drivers are deep hands-on Meta paid media execution at meaningful scale ($200K/month) and a genuine Paid Social Media Marketer engagement, plus strong availability and budget fit. The biggest penalties are the unmet HARD requirements: no evidence of mobile app install campaigns for a consumer/subscription app, no AppsFlyer attribution fluency, and no demonstrated hands-on TikTok paid execution (only a listed tool). His strengths are largely in ecommerce ROAS and B2B/HNW lead generation, which do not transfer cleanly to a subscription app install launch optimizing day-1/day-7 payback. These gaps drag hard_requirements_fit and industry relevance down and prevent passing all hard requirements.",
"evidence_snippets": [
"I specialize in paid social, paid search, OTT, Amazon Ads, and CRO.",
"He managed $200K/month across Meta and Google Ads (PMax/Search), generating qualified leads for SMBs and enterprise buyers.",
"Paid Social Media Marketer at Juke Audio... manage and optimize their Meta (Facebook and Instagram) advertising campaigns.",
"With video-based creative strategies on Meta Ads, Jake achieved a return on ad spend (ROAS) of 3.4",
"ASO (App store optimization)",
"Tools: ...Facebook, Instagram, Tiktok... (no AppsFlyer, no Amplitude)",
"I'm a full-stack growth marketing expert... I specialize in paid social, paid search, OTT, Amazon Ads, and CRO.",
"Paid Social Media Marketer at Juke Audio; managed $200K/month across Meta and Google Ads; ASO listed as a skill; TikTok listed as a tool but no described TikTok campaign work; no AppsFlyer; no app install campaigns."
],
"three_rs": {
"reject_reason": "Fails HARD requirements: no mobile app install campaign experience, no AppsFlyer attribution fluency, and no demonstrated hands-on TikTok paid social execution.",
"risk": "Experience is concentrated in ecommerce ROAS and lead-gen; may struggle with subscription app install economics, mobile attribution (AppsFlyer/Amplitude), and TikTok-native UGC creative under a 6-week launch runway.",
"reach": "If he can demonstrate app install / mobile attribution work not captured in the profile, his strong Meta media buying and creative-testing chops could make him a fit for the Meta portion of the channel."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta paid media at scale",
"evidence": "He managed $200K/month across Meta and Google Ads"
},
{
"reason": "Explicit paid social specialist engagement",
"evidence": "Paid Social Media Marketer at Juke Audio... optimize their Meta (Facebook and Instagram) advertising campaigns"
},
{
"reason": "Video creative testing on paid social",
"evidence": "video-based creative strategies on Meta Ads, Jake achieved a return on ad spend (ROAS) of 3.4"
},
{
"reason": "Available and within budget",
"evidence": "has_availability: true; preferred_hourly_pay_rate: $70/hr"
}
],
"hard_fail_reasons": [
"req-003 Mobile app install campaign experience: No evidence of running mobile app install campaigns for a consumer/subscription app; work history is ecommerce ROAS and B2B/HNW lead generation.",
"req-004 AppsFlyer attribution fluency: AppsFlyer is not listed in tools and no mobile attribution experience is described; cannot confirm ability to measure day-1/day-7 payback windows.",
"req-001 Deep hands-on paid social across Meta AND TikTok: Meta is strongly proven, but TikTok appears only as a listed tool with no described paid TikTok campaign execution, so deep hands-on TikTok expertise is unproven."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "dillon_at_theconvertlab_com",
"email": "dillon@theconvertlab.com",
"name": "Dillon Zolnierczyk",
"score": 59,
"passes_all_hard": false,
"summary": "Dillon is a hands-on performance marketer with real paid social and paid search execution across Meta, Google, TikTok, Reddit, and Bing, and strong lead-gen/CRO/attribution chops. However, his demonstrated results are overwhelmingly in lead-generation for local/home-services and tutoring businesses (Facebook lead ads, CPL, cost-per-booking), not mobile app install campaigns for a consumer subscription app. There is no evidence of AppsFlyer, app install (MAI) campaign structure, App Store ads, or day-1/day-7 free-trial payback optimization — all of which are HARD or core to this role. He fails multiple hard requirements.",
"synthesis_quote": "Led end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "\"end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization\" but no AppsFlyer, app install campaigns, or App Store ads anywhere in profile",
"rationale": "Meets hands-on paid social + full-stack single-channel ownership, but fails app install experience (req-003), AppsFlyer fluency (req-004), and shows no free-trial payback optimization. Multiple hard requirements unmet, so this must be low."
},
"functional_expertise": {
"score": 70,
"weight": 20,
"evidence": "\"Ran structured A/B tests across carousel, collage, video, and messaging to reduce CPL\"; \"full-funnel campaigns across Facebook, Instagram, TikTok and YouTube\"",
"rationale": "Genuine, deep paid social/media-buying and creative-testing expertise on Meta and TikTok. But the depth is oriented to lead-gen and event ticketing, not app install growth, so it is plausible rather than exceptional for this brief."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "industries list includes \"Apps\", \"Subscriptions\"; target_buyer includes \"Parents / Children\"; but work history is home builders, windows/doors, tutoring, event tickets",
"rationale": "Some self-classified Apps/Subscriptions tags and a Parents/Children audience tag, but no demonstrated consumer subscription app work. Actual case studies are local services / home improvement / tutoring — different business model from a B2C subscription app."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "\"I manage end-to-end campaigns across Google, Meta, and Reddit\"; \"optimised daily using real-time sales data\"; \"Managed Meta Ads Manager, Google Ads\"",
"rationale": "Clearly a hands-on operator who personally runs media buying, creative testing, tracking setup (GTM/CAPI), and daily optimization. Strong on the operator dimension."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "\"Developed a 'Bleeding Neck' profile to guide ad copy\"; \"Slashed booked appt costs by 75% through funnel re-engineering\"",
"rationale": "Shows diagnosis, funnel judgment, audience-pain-driven creative direction, and CAC/CPL discipline. Solid, though framed around lead funnels rather than app subscription payback."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "tools include Facebook, Instagram, Tiktok, Snapchat, Pinterest, GA/GTM; but no AppsFlyer, no Amplitude, no App Store ads",
"rationale": "Has Meta/TikTok ad platforms and analytics/tracking tooling, but is missing the mobile-attribution stack (AppsFlyer) and product analytics (Amplitude) that the role explicitly requires."
},
"measurement_optimization": {
"score": 68,
"weight": 6,
"evidence": "\"Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status\"; \"$250 cost-per-booking\", \"$428 customer acquisition cost\"",
"rationale": "Strong CAC/CPL measurement and attribution instincts. However, no mobile-specific measurement (MMP, day-1/day-7 payback, cohort LTV:CAC), which is the core success metric here."
},
"availability_budget_fit": {
"score": 80,
"weight": 4,
"evidence": "\"status: active\", \"has_availability: true\", \"preferred_hourly_pay_rate: $75/hr\"",
"rationale": "Active and available; $75/hr implies roughly $7.5-9k/mo full-time, within/near the $7-8k retainer band. AMER/CA timezone works well with a US founder. Soft-fit is good."
}
},
"final_score_rationale": "Biggest positives: genuine hands-on paid social execution across Meta/TikTok, strong CRO/attribution/tracking discipline, and clear operator profile with good CAC results. Biggest penalties: he fails three HARD requirements — no evidence of mobile app install (MAI) campaign experience, no AppsFlyer attribution, and no App Store ads / day-1/day-7 free-trial payback optimization. His proven wins are in lead-gen for local services, home builders, tutoring, and event ticketing — a different business model that does not transfer to consumer subscription app install growth. Solid execution and tooling in his lane cannot substitute for the missing app-growth and mobile-attribution requirements, which caps the score.",
"evidence_snippets": [
"Led end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization.",
"Ran structured A/B tests across carousel, collage, video, and messaging to reduce CPL and boost conversions.",
"built full-funnel campaigns across Facebook, Instagram, TikTok and YouTube, and optimised daily using real-time sales data",
"Scaled monthly ad spend 25x from $6,000 to $150,000 while maintaining a consistent $250 cost-per-booking",
"Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status for end-to-end sales attribution.",
"preferred_hourly_pay_rate: $75/hr",
"\"end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization\" but no AppsFlyer, app install campaigns, or App Store ads anywhere in profile",
"\"Ran structured A/B tests across carousel, collage, video, and messaging to reduce CPL\"; \"full-funnel campaigns across Facebook, Instagram, TikTok and YouTube\""
],
"three_rs": {
"reject": "No AppsFlyer, no mobile app install campaigns, no App Store ads, no consumer subscription app payback work — fails core hard requirements for this role.",
"revise": "If seeking a lead-gen / paid-search + paid-social performance marketer for local services or ecommerce, he would be a strong candidate.",
"reinforce": "Confirm whether any of the recent/undocumented roles (Pirate Labs, Arbel Growth Partners) involved app install campaigns or AppsFlyer before advancing."
},
"match_reasons": [
{
"reason": "Hands-on Meta + TikTok paid social operator",
"evidence": "full-funnel campaigns across Facebook, Instagram, TikTok and YouTube"
},
{
"reason": "Full-stack single-channel ownership incl. creative testing and reporting",
"evidence": "Led end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization"
},
{
"reason": "Strong CAC/attribution discipline",
"evidence": "Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install (MAI) campaigns for a consumer/subscription app; all documented work is lead-gen/booking funnels for local services, home builders, tutoring, and event ticketing.",
"req-004 (AppsFlyer attribution): No mention of AppsFlyer or any mobile measurement partner; attribution stack is GTM/CAPI/GA4/HubSpot/Salesforce, oriented to web/CRM lead tracking, not app install attribution or day-1/day-7 payback windows.",
"req-010/req-009 (App Store ads + free-trial payback): No App Store ads experience and no free-trial LTV:CAC / day-1/day-7 payback optimization evidence, which is the role's core success metric."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "janky_patel_at_gmail_com",
"email": "janky.patel@gmail.com",
"name": "Janky Patel",
"score": 59,
"passes_all_hard": false,
"summary": "Janky Patel is a hands-on paid social specialist with deep DTC ecommerce experience on Meta (Facebook/Instagram), plus TikTok and Snapchat, driving both media buying and creative strategy. She has strong, quantified results scaling Facebook spend to six figures/month with ROAS gains, rigorous audience/creative test-and-learn cycles, and CPA reductions. However, her entire track record is ecommerce DTC (jewelry, beauty, hair extensions) optimizing for ROAS and email revenue — there is no evidence of mobile app install campaigns, AppsFlyer attribution, subscription-app day-1/day-7 payback measurement, or App Store ads. Because three HARD requirements (app install campaigns, AppsFlyer fluency, mobile-app focus) are unproven or contradicted by her ecommerce-only history, she does not pass all hard requirements.",
"synthesis_quote": "\"scaling the company's Facebook advertising budget to a six-figure monthly spend... a 2.5-fold increase in ROAS... a rigorous audience testing regime and a systematic creative strategy that emphasized a test-and-learn approach.\"",
"weighted_scores": {
"hard_requirements_fit": {
"score": 45,
"weight": 25,
"evidence": "Meta/TikTok/Snapchat paid social with creative strategy proven; but no AppsFlyer, no app install campaigns, ecommerce-only ROAS focus",
"rationale": "Satisfies paid-social skill and channel-ownership hard reqs strongly, but fails app install experience (req-003) and AppsFlyer fluency (req-004) with no evidence — both HARD. Her measurement world is ecommerce ROAS/Shopify, not mobile-app attribution."
},
"functional_expertise": {
"score": 82,
"weight": 20,
"evidence": "\"management of the Facebook ad budget consistently yielded a return on ad spend (ROAS) above the company's targets\"; TikTok, Snapchat, carousels, reels, stories",
"rationale": "Deep, specific hands-on paid social expertise across Meta, TikTok, Snapchat with quantified creative and media results. Directly on-function, minus the mobile-app dimension."
},
"industry_audience_relevance": {
"score": 48,
"weight": 12,
"evidence": "Industries: Ecommerce; subindustries include Subscriptions; target_buyer includes \"Parents / Children\"; brands are jewelry/beauty DTC",
"rationale": "Consumer B2C and some subscription/parents exposure, but core is DTC physical-goods ecommerce, not a consumer subscription mobile app for parents of 5-15 year olds. Partial relevance only."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "\"You'll manage Meta campaigns directly\"; \"tailored ad copy to different stages of the marketing funnel, which resulted in a 50% reduction in CPA\"",
"rationale": "Clearly an operator who personally builds and runs campaigns, writes copy, tests creative, and reports. Strong hands-on evidence."
},
"strategy_and_judgment": {
"score": 78,
"weight": 10,
"evidence": "\"a systematic approach to creative content experimentation\"; \"strategic focus on acquiring high lifetime value (LTV) customers... targeted audience segmentation\"",
"rationale": "Demonstrates test-and-learn judgment, funnel-stage creative strategy, and LTV-oriented targeting. Good prioritization instincts, though within ecommerce context."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Snapchat, Google Analytics, Klaviyo, Shopify; no AppsFlyer, no Amplitude",
"rationale": "Strong ad-platform fit (Meta/TikTok), but the role's core mobile attribution stack (AppsFlyer, Amplitude, App Store ads) is entirely absent from her toolset."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "\"consistently achieved monthly CPA targets\"; \"2.5-fold increase in ROAS\"; \"8% increase in email conversion rates\"",
"rationale": "Strong optimization discipline on ROAS/CPA, but no evidence of day-1/day-7 free-trial payback or app-based cohort measurement, which is the specific success metric here."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "location New York US; preferred_hourly_pay_rate $60/hr; has_availability: true; active",
"rationale": "US-based, available, and $60/hr implies she fits comfortably under a $7-8K/month retainer. However current listed engagements suggest limited (~10-15 hrs/week) capacity which may strain an ASAP full-ownership launch role."
}
},
"final_score_rationale": "The biggest positive drivers are functional paid-social expertise (82) and hands-on execution (88): Janky demonstrably runs Meta/TikTok/Snapchat campaigns herself, iterates creative, and reports quantified ROAS/CPA wins. The biggest penalties are on hard_requirements_fit (45) and tool_platform_fit (55): the role's HARD requirements for mobile app install campaigns and AppsFlyer attribution fluency are entirely absent, and her measurement paradigm is ecommerce ROAS on Shopify, not day-1/day-7 subscription-app payback via AppsFlyer/Amplitude. Industry relevance is only partial — DTC consumer goods, not a parenting subscription app. Her strong ecommerce/jewelry/beauty results do not transfer to the mobile-app acquisition context this role demands, so overall she lands mid-range with a hard-requirement fail.",
"evidence_snippets": [
"scaling the company's Facebook advertising budget to a six-figure monthly spend... a 2.5-fold increase in ROAS",
"a rigorous audience testing regime and a systematic creative strategy that emphasized a test-and-learn approach",
"expanded her expertise to TikTok and Snapchat advertising platforms... spearheaded a TikTok influencer marketing program",
"tailored ad copy to different stages of the marketing funnel, which resulted in a 50% reduction in CPA",
"You'll manage Meta campaigns directly... Provide weekly performance reports and data-driven campaign recommendations",
"Industries: Ecommerce, Local Businesses, Marketing Agencies",
"\"scaling the company's Facebook advertising budget to a six-figure monthly spend... a 2.5-fold increase in ROAS... a rigorous audience testing regime and a systematic creative strategy that emphasized a test-and-learn approach.\"",
"Meta/TikTok/Snapchat paid social with creative strategy proven; but no AppsFlyer, no app install campaigns, ecommerce-only ROAS focus"
],
"three_rs": {
"role_fit": "Strong on paid-social operator fundamentals (Meta/TikTok/Snapchat, creative testing, hands-on media buying) but a poor fit for the mobile-app dimension: no app install campaigns, no AppsFlyer, no subscription-app payback measurement.",
"readiness": "Available and US-based, but recent engagements are part-time (~10-15 hrs/week) and her ecommerce-only background means a steep ramp to learn app attribution ahead of a 6-week launch.",
"risk": "High risk on the core success metric — day-1/day-7 free-trial payback via AppsFlyer/Amplitude — because she has never run mobile app install campaigns or used that stack; her wins are physical-goods ROAS."
},
"match_reasons": [
{
"reason": "Deep hands-on paid social across Meta, TikTok, and Snapchat with quantified creative/media results",
"evidence": "expanded her expertise to TikTok and Snapchat advertising platforms; 2.5-fold increase in ROAS"
},
{
"reason": "Genuine operator who builds, buys, writes copy, tests creative, and reports personally",
"evidence": "You'll manage Meta campaigns directly... resulted in a 50% reduction in CPA"
},
{
"reason": "Systematic test-and-learn creative and audience strategy",
"evidence": "a rigorous audience testing regime and a systematic approach to creative content experimentation"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaign experience): No evidence anywhere in profile of running mobile app install campaigns; all work is DTC ecommerce (jewelry, beauty, hair extensions) optimizing for on-site ROAS/CPA.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer is not listed in her tools and never referenced; her measurement stack is Google Analytics, Shopify, Klaviyo — no mobile app attribution experience shown.",
"req-001/req-002 partial: Paid social on Meta/TikTok is well proven, but for a mobile-app-install context these hard skills are unvalidated since her Meta/TikTok work is ecommerce web conversion, not app installs."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "tinashesahanga_at_gmail_com",
"email": "tinashesahanga@gmail.com",
"name": "Tinashe Sahanga",
"score": 59,
"passes_all_hard": false,
"summary": "Tinashe is a strong performance-focused paid social specialist with deep, hands-on Meta and TikTok expertise for ecommerce and DTC brands, managing six-figure monthly budgets with disciplined creative testing and UGC-driven media buying. He clearly satisfies the paid-social channel ownership, hands-on execution, rapid video/UGC creative iteration, and self-directed operator requirements. However, his entire track record is ecommerce ROAS-driven revenue, not mobile app install campaigns for a consumer subscription app, and there is no evidence of AppsFlyer attribution or app-store install / day-1/day-7 free-trial payback measurement — two HARD requirements that are core to this role. That gap prevents a pass on all hard requirements.",
"synthesis_quote": "I am a performance focused paid social strategist specialising in TikTok and Meta for ecommerce brands... connecting creative strategy with disciplined media buying.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 55,
"weight": 25,
"evidence": "specialising in TikTok and Meta for ecommerce brands; no AppsFlyer, no app install campaigns, no subscription payback experience",
"rationale": "Passes paid social channel, hands-on execution, creative iteration, and self-directed operator requirements strongly. But fails two HARD requirements: no mobile app install campaign experience (all work is ecommerce ROAS/revenue) and no AppsFlyer attribution fluency. These are central to the brief, so this dimension is dragged down."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "Drove $800k+ TikTok revenue, 7.82 ROAS, scaled $100k+ spend across six EU markets; Owned end to end execution including creator briefs, hook development, ad production, budget pacing and conversion analysis",
"rationale": "Deep, specific paid social expertise across Meta and TikTok with concrete budgets and results. Media + creative strategy both owned. Strong functional depth in the core paid social discipline."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "worked across supplements, beauty, education and lifestyle brands; target_buyer includes Parents / Children; Safehouse subscription education platform",
"rationale": "Consumer/B2C ecommerce experience is relevant, and one subscription (education) engagement exists. But no parenting/family app, no US-parent audience proof, and the model is ecommerce not app subscription. Audience/business-model overlap is weak-to-moderate."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "Daily bid and budget optimisation; Creative testing and briefing local creators; Owned end to end execution including creator briefs, hook development, ad production, budget pacing and conversion analysis",
"rationale": "Clearly a hands-on operator personally building, testing, and optimizing campaigns and creative. Exactly the executor profile the role needs."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "My approach is built on structured testing, localised messaging and clear commercial logic... validate angles quickly, and scale only what protects margin and lifetime value",
"rationale": "Demonstrates clear testing judgment, prioritization, and commercial logic — finding winners and scaling only profitable angles maps well to the find-the-winner mindset."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Snapchat, Google Analytics, Google Tag Manager; A/B testing tools",
"rationale": "Strong on Meta/TikTok ad platforms and analytics tooling. But no AppsFlyer, no Amplitude, no App Store ads tooling — the mobile-attribution stack this role explicitly requires is absent."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "held 2.5+ ROAS through structured creative testing and offer optimisation; scale only what protects margin and lifetime value",
"rationale": "Strong ROAS-based measurement and optimization discipline, but framed around ecommerce revenue/ROAS. No day-1/day-7 free-trial payback or LTV:CAC window measurement for a subscription app, which is the specific success metric here."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "location: London, GB; preferred_hourly_pay_rate: $50/hr; status: active, has_availability: true",
"rationale": "Active and available, $50/hr aligns reasonably with the $7-8k/month retainer. London (GMT) timezone is a soft mismatch for a US-parent founder but manageable; budget is a soft preference and fits."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional hands-on execution (90), strong functional paid-social expertise across Meta and TikTok (85), and solid strategic testing judgment (80), all backed by concrete budgets and ROAS results. The score is held back by failing two HARD requirements — mobile app install campaign experience and AppsFlyer attribution fluency — which drag hard_requirements_fit to 55 and cap tool_platform_fit and measurement (no app-store install, no day-1/day-7 free-trial payback, no Amplitude). Industry/audience relevance is weak because his experience is ecommerce ROAS-driven, not consumer subscription apps or parenting/family. His ecommerce strength does not transfer to the app-install/subscription-payback core of this role.",
"evidence_snippets": [
"I am a performance focused paid social strategist specialising in TikTok and Meta for ecommerce brands",
"Drove $800k+ TikTok revenue, 7.82 ROAS, scaled $100k+ spend across six EU markets",
"Owned end to end execution including creator briefs, hook development, ad production, budget pacing and conversion analysis",
"Managed £250k+/month in media spend across Meta, TikTok, and Snapchat. Focused on aggressive UGC testing and iteration",
"My approach is built on structured testing, localised messaging and clear commercial logic",
"Supported growth for an online trading education platform... through a monthly subscription model",
"I am a performance focused paid social strategist specialising in TikTok and Meta for ecommerce brands... connecting creative strategy with disciplined media buying.",
"specialising in TikTok and Meta for ecommerce brands; no AppsFlyer, no app install campaigns, no subscription payback experience"
],
"three_rs": {},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social specialist with media and creative ownership",
"evidence": "specialising in TikTok and Meta for ecommerce brands... connecting creative strategy with disciplined media buying"
},
{
"reason": "Rapid UGC/video creative iteration under budget pressure",
"evidence": "Focused on aggressive UGC testing and iteration; Creative testing and briefing local creators"
},
{
"reason": "Self-directed operator owning end-to-end paid social",
"evidence": "Owned end to end execution including creator briefs, hook development, ad production, budget pacing and conversion analysis"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaign experience): No evidence of running mobile app install campaigns. All work is ecommerce revenue/ROAS-driven (iHerb, Gyal Braids, Fussy, Must Have Ideas), not app installs.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile attribution platform; tools list is ecommerce/web-focused (GA, GTM, Shopify, Klaviyo).",
"req-009/measurement (day-1/day-7 free-trial payback): Optimization framed around ecommerce ROAS, not subscription free-trial payback windows or LTV:CAC for an app."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "elizabetastamenkovic_at_gmail_com",
"email": "elizabetastamenkovic@gmail.com",
"name": "Elizabeta Stamenkovic",
"score": 42,
"passes_all_hard": false,
"summary": "Elizabeta is a social-media generalist and growth marketer whose strongest and most concrete work is in organic social strategy, content/video pipelines, influencer marketing, and full-funnel B2B SaaS growth. She lists \"Paid Social Media Marketer\" as a role and mentions structuring/managing LinkedIn and Meta ad campaigns, but the profile provides no specialist-level, deep paid social execution evidence, no mobile app install campaign experience, no AppsFlyer or Amplitude fluency, and no consumer subscription app payback/LTV:CAC work. The role demands a deep, hands-on paid social + mobile app-install specialist, which this profile does not substantiate. Multiple HARD requirements fail.",
"synthesis_quote": "Alongside social, I've built integrated growth strategies from the ground up — across paid social, search, and influencer marketing. I've structured and managed LinkedIn and Meta ad campaigns.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "structured and managed LinkedIn and Meta ad campaigns; social media ads, Google Ads; no AppsFlyer, no app install, no TikTok paid",
"rationale": "Meets channel-listing but fails core HARD requirements: no deep hands-on TikTok+Meta paid specialization, no mobile app install campaigns, no AppsFlyer fluency, no consumer subscription payback work. Paid social is described as one part of an integrated growth mix, not a deep specialty."
},
"functional_expertise": {
"score": 40,
"weight": 20,
"evidence": "structured and managed LinkedIn and Meta ad campaigns; Scaling ad spend; Retargeting; Campaign optimization & attribution",
"rationale": "Paid social appears as a listed skill and a sub-component of growth work, but concrete results center on organic social, influencer (28% response rate at Kandji), and B2B lead gen (10x MQL cost cut via LinkedIn). No specialist-level paid social depth on Meta/TikTok media buying is demonstrated."
},
"industry_audience_relevance": {
"score": 35,
"weight": 12,
"evidence": "industries include Apps, Subscriptions subindustry, target_buyer Parents / Children; portfolio is B2B SaaS, InsurTech, Crypto, EdTech",
"rationale": "Lists Apps and Subscriptions and a Parents/Children buyer tag, but actual work history is dominated by B2B SaaS and agency clients, not consumer subscription apps for US parents. No parenting/family app or DTC consumer subscription execution shown."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "acted as both strategist and executor — often serving as the sole marketing lead; production and creation of short form employee videos; executed it and performed outreach",
"rationale": "Clearly a hands-on operator across content, video, and social — a genuine strength. However the hands-on work is in organic social/content/influencer, not paid social media buying and app-install optimization the role requires."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "built the social media strategy after extensive research; Reddit strategy identifying relevant subreddits based on top converting paid keywords; ROI calculator creation",
"rationale": "Shows research-driven strategy, prioritization, and testing judgment across channels. Judgment is real but demonstrated primarily in organic/influencer/B2B contexts rather than paid social channel prioritization and creative testing at scale."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "Tools: Canva, Facebook, Instagram, Google Analytics, Hootsuite, Sprout Social, HubSpot, Salesforce; also Looker, GA4",
"rationale": "Facebook/Instagram and analytics tools present, but no AppsFlyer, no Amplitude, no TikTok Ads Manager, no App Store ads tooling. Stack skews organic social management and B2B CRM, not mobile paid acquisition."
},
"measurement_optimization": {
"score": 45,
"weight": 6,
"evidence": "50% decrease in CAC Quarter over Quarter; 10x MQL cost cut; UTM strategies, campaign tracking frameworks, reporting dashboards",
"rationale": "Demonstrates CAC awareness and reporting frameworks, but no early payback window (day-1/day-7) measurement, no AppsFlyer attribution, and no LTV:CAC work in a subscription app free-trial model."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $50/hr; location: Pula, HR",
"rationale": "Active and available; $50/hr rate is well within the $7-8k/month retainer budget. Located in EU (Pula, Croatia), a timezone offset from a US founder needing tight daily collaboration under a 6-week runway, a soft concern."
}
},
"final_score_rationale": "Biggest penalties: this role is a deep paid social + mobile app-install specialist for a US consumer subscription app, and the profile fails several HARD requirements — no specialist-level Meta/TikTok paid execution, no mobile app install campaigns, no AppsFlyer fluency, no Amplitude, and no consumer subscription payback/LTV:CAC work. Her strongest, most concrete achievements (10x MQL cost reduction, influencer response rates, organic social/video, B2B growth) are in a different lane and cannot transfer to this brief. Modest credit for being a genuine hands-on operator and for a passing budget/availability fit. Net: a plausible generalist social/growth marketer but not the paid social specialist this launch needs.",
"evidence_snippets": [
"structured and managed LinkedIn and Meta ad campaigns, launched influencer and affiliate programs",
"28% response rate in the first batch of outreach (Kandji influencer)",
"Cutting MQL cost by 10x at Evolven through LinkedIn optimization",
"50% decrease in CAC Quarter over Quarter (Loot growth)",
"Production and creation of short form employee videos",
"Tools: Canva, Facebook, Instagram, Google Analytics, Hootsuite, Sprout Social, HubSpot",
"Alongside social, I've built integrated growth strategies from the ground up — across paid social, search, and influencer marketing. I've structured and managed LinkedIn and Meta ad campaigns.",
"structured and managed LinkedIn and Meta ad campaigns; social media ads, Google Ads; no AppsFlyer, no app install, no TikTok paid"
],
"three_rs": {
"reject": "No AppsFlyer/Amplitude, no mobile app install campaigns, no consumer subscription payback/LTV:CAC work, no deep TikTok/Meta paid buying evidence.",
"recommend": "Not recommended for this role — she is an organic social/content/influencer and B2B growth generalist, not a paid social app-install specialist.",
"reason": "Fails HARD requirements req-001, req-003, req-004, req-005 (paid specialist depth); the core paid social acquisition and mobile attribution demands are unmet."
},
"match_reasons": [
{
"reason": "Lists Paid Social Media Marketer role and claims Meta ad campaign management",
"evidence": "structured and managed LinkedIn and Meta ad campaigns"
},
{
"reason": "Genuine hands-on content and short-form video executor",
"evidence": "acted as both strategist and executor... managing video-first content pipelines"
},
{
"reason": "Available and within budget",
"evidence": "has_availability: true; preferred_hourly_pay_rate: $50/hr"
}
],
"hard_fail_reasons": [
"req-001 Deep hands-on paid social (Meta+TikTok): No specialist-level paid social execution shown; paid social appears only as a listed skill and a sub-part of integrated growth. TikTok appears only as an organic channel, no TikTok Ads buying evidence.",
"req-003 Mobile app install campaigns: No evidence of running mobile app install campaigns for any consumer/subscription app.",
"req-004 AppsFlyer attribution fluency: AppsFlyer not present anywhere in tools or work history; no mobile attribution experience.",
"req-005 Full end-to-end single-channel paid ownership: Profile shows multi-channel generalist/organic ownership, not deep single paid-channel specialist ownership with creative iteration and optimization toward payback.",
"req-006 Rapid paid video creative iteration toward LTV:CAC: Video work is organic employee/brand content, not paid creative iteration tested toward positive LTV:CAC.",
"req-016 Amplitude: Not present in profile."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "saviog_at_gmail_com",
"email": "saviog@gmail.com",
"name": "Nikhil Savio Gutal",
"score": 49,
"passes_all_hard": false,
"summary": "Nikhil is a senior digital performance marketing leader with 15+ years driving multi-channel media at large Canadian telcos (Bell, Telus) and agency (Dentsu), managing $10M-$21M budgets across SEM, paid social, programmatic, and email. He lists Meta and TikTok paid social plus app/mobile acquisition experience, which touches several of this role's requirements. However, his profile reads as a strategic/director-level leader managing teams and enterprise telco/CPG/auto budgets — a materially different lane from a hands-on, single-channel paid social specialist owning creative iteration for a small consumer subscription parenting app under a 6-week launch sprint. Critical hard requirements are unproven: no AppsFlyer attribution fluency, thin/enterprise-flavored app install evidence, no consumer subscription app or parenting audience proof, and his own experience emphasizes team leadership over personally executing the work.",
"synthesis_quote": "Built and led a team of 12+ digital marketing professionals... Managed a $21M budget across SEM, paid social, programmatic, and email.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "\"multi-channel marketing experience spans paid social (Meta, TikTok)\"; \"Scaled mobile and app acquisition efforts, achieving a 12-18% YoY increase in installs\"; no AppsFlyer, no consumer subscription app",
"rationale": "Partially satisfies Meta/TikTok and app-install requirements at a surface level, but fails AppsFlyer fluency (req-004), lacks consumer subscription/DTC app proof, and the app-install evidence is enterprise telco brand acquisition rather than a subscription app. Several HARD requirements unproven or contradicted."
},
"functional_expertise": {
"score": 58,
"weight": 20,
"evidence": "\"Led large-scale SEM and paid social campaigns\"; \"paid social (Meta, TikTok)\"; \"Managed a $21M budget across SEM, paid social, programmatic\"",
"rationale": "Real paid media depth exists, but it is spread across search, programmatic, email, and social at a director/portfolio level. Depth as a dedicated paid-social specialist driving Meta/TikTok creative strategy hands-on is only lightly evidenced."
},
"industry_audience_relevance": {
"score": 35,
"weight": 12,
"evidence": "\"Apps\" and \"Subscriptions\" listed; core work in \"Automotive, E-Commerce, Finance, Real Estate, and CPG\" and telco (Bell, Telus)",
"rationale": "Lists Apps/Subscriptions and Parents/Children as a target buyer, but concrete work history is telco and enterprise brand marketing. No parenting/family app or consumer subscription app experience shown; audience relevance to US parents of kids 5-15 is generic at best."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "\"Built and led a team of 12+ digital marketing professionals\"; \"Director - Digital Performance Marketing\"; \"Defined strategic roadmaps, ICPs, and lead scoring\"",
"rationale": "Profile skews heavily toward leadership, strategy, and managing teams/agencies on large budgets. Some hands-on signals (Klaviyo overhaul, dashboards), but the role needs an operator personally building and iterating video creative daily — not shown at that granularity."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "\"Used data insights & causal analysis to optimize paid media\"; \"Defined strategic roadmaps, ICPs, and lead scoring\"; \"real-time optimizations and precise budget allocation\"",
"rationale": "Strong strategic diagnosis, prioritization, and attribution judgment are well-evidenced across senior roles. This is his clearest strength and transfers reasonably to channel prioritization / find-the-winner thinking."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools list includes \"Facebook, Instagram, Tiktok, Snapchat, AdEspresso, AdRoll\"; \"GA4, GTM\"; no AppsFlyer or Amplitude",
"rationale": "Covers Meta and TikTok platforms and creative/analytics tooling, but is missing the two named attribution/analytics systems for this role — AppsFlyer and Amplitude — which are core to measuring day-1/day-7 payback."
},
"measurement_optimization": {
"score": 68,
"weight": 6,
"evidence": "\"Improved attribution accuracy by 30% using MTA and MMM calibration\"; \"increasing ROAS from 3.5x to 5x and reducing CPA by 20%\"; \"built executive dashboards\"",
"rationale": "Robust measurement, attribution modeling, and optimization track record. However, it is ROAS/CPA/MTA/MMM oriented for enterprise, not the early free-trial day-1/day-7 payback and LTV:CAC mobile-subscription windows this role centers on."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "\"preferred_hourly_pay_rate: $50/hr\"; \"has_availability: true\"; location Ontario, CA (AMER)",
"rationale": "Available and in a workable timezone. Stated $50/hr rate is high relative to the ~$7,500/mo retainer if full-time hands-on; and a director-level candidate may not fit a hands-on single-channel specialist retainer shape. Soft concern."
}
},
"final_score_rationale": "Biggest drivers: genuine paid-social and app-acquisition keywords (Meta, TikTok, app installs), strong strategy/measurement judgment, and enterprise media scale. Biggest penalties: (1) no AppsFlyer attribution fluency — a HARD requirement (req-004); (2) no consumer subscription/DTC or parenting/family app experience — work history is telco/CPG/auto; (3) profile is director/team-leader oriented, undercutting the hands-on single-channel operator requirement (req-005/req-007/req-017); (4) app-install evidence is enterprise brand acquisition, not subscription app installs; (5) missing Amplitude. His strengths (large-budget cross-channel management, attribution modeling) sit in a different, more senior and broader lane than this focused, scrappy, build-from-scratch paid-social specialist role, so they do not fully transfer.",
"evidence_snippets": [
"\"multi-channel marketing experience spans paid social (Meta, TikTok), search and video (Google Ads, YouTube)\"",
"\"Scaled mobile and app acquisition efforts, achieving a 12-18% YoY increase in installs and conversions for key brands.\"",
"\"Managed a $21M budget across SEM, paid social, programmatic, and email, increasing ROAS from 3.5x to 5x\"",
"\"Built and led a team of 12+ digital marketing professionals\"",
"\"Improved attribution accuracy by 30% using MTA and MMM calibration\"",
"\"turning data, media, and technology into growth engines for brands across Automotive, E-Commerce, Finance, Real Estate, and CPG\"",
"Built and led a team of 12+ digital marketing professionals... Managed a $21M budget across SEM, paid social, programmatic, and email.",
"\"multi-channel marketing experience spans paid social (Meta, TikTok)\"; \"Scaled mobile and app acquisition efforts, achieving a 12-18% YoY increase in installs\"; no AppsFlyer, no consumer subscription app"
],
"three_rs": {
"reject_reasons": [
"No AppsFlyer attribution fluency (HARD req-004) — not listed in tools or work history",
"No consumer subscription / DTC app or parenting/family app experience (req-013/req-014); history is telco, CPG, auto, real estate",
"Profile is director/team-leader oriented ('Built and led a team of 12+'), conflicting with the hands-on, self-directed, single-channel operator requirement (req-005/req-007/req-017)"
],
"review_reasons": [
"Does list Meta + TikTok paid social and mobile/app install experience — worth probing depth of personal, hands-on execution vs. team oversight",
"Strong attribution/measurement and strategy background could transfer if he can demonstrate mobile-subscription payback (day-1/day-7) fluency"
],
"reference_reasons": [
"Enterprise-scale budget management and MTA/MMM attribution rigor could be a strong reference point for later scaling stages, not this launch sprint"
]
},
"match_reasons": [
{
"reason": "Lists hands-on paid social across Meta and TikTok",
"evidence": "\"paid social (Meta, TikTok)\""
},
{
"reason": "Some app/mobile acquisition experience",
"evidence": "\"Scaled mobile and app acquisition efforts, achieving a 12-18% YoY increase in installs\""
},
{
"reason": "Strong attribution and optimization judgment",
"evidence": "\"Improved attribution accuracy by 30% using MTA and MMM calibration\""
}
],
"hard_fail_reasons": [
"req-004 (AppsFlyer attribution fluency): No AppsFlyer mentioned anywhere in tools or work history; attribution work is MTA/MMM/GA-based for enterprise, not AppsFlyer mobile attribution for day-1/day-7 subscription payback.",
"req-003 (Mobile app install for consumer/subscription app): Only enterprise telco 'app acquisition' installs cited; no consumer subscription app install campaign evidence.",
"req-005/req-007/req-017 (hands-on single-channel operator, self-directed, senior specialist executing directly): Profile is director-level leading teams of 12+ and managing agencies/large budgets, not demonstrated as a hands-on single-channel paid-social specialist personally iterating creative.",
"req-013/req-014 (consumer subscription/DTC and parenting/family app): No such experience; work history is telco, CPG, automotive, real estate, finance."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "brian_at_briancliette_me",
"email": "brian@briancliette.me",
"name": "Brian Cliette",
"score": 38,
"passes_all_hard": false,
"summary": "Brian is an SEO/growth generalist with strong CRO and organic search depth, but he is not a paid social specialist. His profile shows only light, generalist paid media touches (a $5K Meta budget at Begin Health, co-managing large paid budgets at Twilio in a B2B demand-gen leadership capacity). There is no evidence of hands-on TikTok/Meta paid social specialist work, no mobile app install campaign experience, and no AppsFlyer attribution fluency. He fails multiple HARD requirements for this end-to-end single-channel paid social role.",
"synthesis_quote": "Enhanced SEO by 30%, boosted content output by 50% with AI, and increased ad conversions by 25% with a $5K Meta budget.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "roles: Growth Marketer, SEO Marketer; skills center on ASO, backlinking, keyword analysis, technical SEO",
"rationale": "Fails the core HARD requirements: no deep hands-on Meta+TikTok paid social specialist work, no mobile app install campaigns, no AppsFlyer attribution. Only generic paid touches (a $5K Meta budget, co-managing budgets at Twilio) exist, insufficient for a specialist owning paid social end to end."
},
"functional_expertise": {
"score": 30,
"weight": 20,
"evidence": "'managed comprehensive paid ad campaigns across various platforms'; '$5K Meta budget'; 'co-managed a substantial $36M North American and $60M global paid ads budget'",
"rationale": "Paid media appears only as generalist/oversight work. Core functional depth is SEO and CRO, not paid social creative + media strategy on Meta/TikTok. Paid social is not the demonstrated specialty."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "'Begin Health... a DTC toddler and kids nutrition health company... empowers parents'; industries include Apps, Subscriptions",
"rationale": "Some relevant adjacency: DTC parenting/kids brand (Begin Health), subscription and app exposure. But it was primarily SEO/content work, not paid social to US parents of kids 5-15 in a subscription-app install context."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "'Google Tag Manager for pixel placement and troubleshooting'; 'A/B testing, data-driven decision-making'; hands-on CRO and SEO execution",
"rationale": "Clearly hands-on, but in SEO/CRO/analytics rather than paid social creative iteration and campaign management. His paid work leans advisory or budget oversight (Twilio team of 12, $36M-$60M budgets)."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "'led a multi-channel acquisition strategy'; 'hypothesis generation and test design'; 'cross-channel strategy'",
"rationale": "Demonstrates genuine strategic and testing judgment across growth funnels, but not specific to prioritizing paid social channels or finding a winning creative combo under launch pressure."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "tools list includes Facebook, Instagram, Tiktok, Google Analytics, GTM; no AppsFlyer, no Amplitude",
"rationale": "Lists the social platforms and GA/GTM, but no AppsFlyer (HARD) and no Amplitude (preferred). Tool depth skews to SEO stack (Ahrefs, Screaming Frog, Clearscope, Spyfu)."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "'improved ROAS by 32%'; 'reduced CAC by 11%'; '120 basis points... $5M MRR'; 'A/B testing'",
"rationale": "Strong measurement/optimization instincts and CAC/ROAS familiarity, but no evidence of AppsFlyer-based day-1/day-7 free-trial payback or mobile install LTV:CAC measurement."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $95/hr; status active; has_availability: true; location Austin, Texas, US",
"rationale": "Active and available, US-based which suits the founder's timezone. $95/hr is broadly compatible with the $7-8K/month retainer, though rate/engagement is a soft factor."
}
},
"final_score_rationale": "The dominant driver is failure of the HARD requirements. This role needs a paid social specialist who lives and breathes Meta and TikTok, runs mobile app install campaigns, and is fluent in AppsFlyer. Brian's profile is an SEO/growth/CRO generalist: his skills, tools, and results center on organic search, content, and conversion optimization. His paid media exposure is either tiny (a $5K Meta budget) or high-level oversight (co-managing $36M-$60M budgets in a B2B demand-gen leadership role at Twilio), neither of which demonstrates hands-on paid social specialist execution. There is no mobile app install campaign experience and no AppsFlyer attribution fluency. Small positive: DTC/parenting adjacency via Begin Health and general measurement instincts. His strong SEO and CRO experience is a different lane and is not transferable to this specialist paid social brief, so it is not rewarded. Passes_all_hard is false.",
"evidence_snippets": [
"roles: Growth Marketer, SEO Marketer",
"increased ad conversions by 25% with a $5K Meta budget",
"co-managed a substantial $36M North American and $60M global paid ads budget, overseeing a team of 12 marketers",
"skills: ASO (App store optimization), Backlinking / off-page strategy... Technical website SEO audit",
"Begin Health... a DTC toddler and kids nutrition health company... empowers parents",
"tools: Ahrefs, ... Facebook, ... Instagram, ... Tiktok (no AppsFlyer, no Amplitude)",
"Enhanced SEO by 30%, boosted content output by 50% with AI, and increased ad conversions by 25% with a $5K Meta budget.",
"roles: Growth Marketer, SEO Marketer; skills center on ASO, backlinking, keyword analysis, technical SEO"
],
"three_rs": {
"reject": "Not a paid social specialist; fails HARD requirements for Meta/TikTok specialist work, mobile app install campaigns, and AppsFlyer attribution.",
"redirect": "Better fit for SEO, content-led growth, or CRO engagements, ideally for DTC/subscription brands.",
"reconsider": "Only if the role were reframed toward organic growth + CRO rather than end-to-end paid social channel ownership."
},
"match_reasons": [
{
"reason": "DTC parenting/kids brand adjacency",
"evidence": "Begin Health... a DTC toddler and kids nutrition health company... empowers parents"
},
{
"reason": "Some paid media exposure and CAC/ROAS familiarity",
"evidence": "reduced Customer Acquisition Cost (CAC) by 11%... ROAS by 32%"
},
{
"reason": "Familiar with the social platforms as tools",
"evidence": "tools include Facebook, Instagram, Tiktok"
}
],
"hard_fail_reasons": [
"req-001: No evidence of deep hands-on paid social specialist work driving Meta+TikTok media and creative strategy; profile is SEO/CRO-centric with only generalist paid touches.",
"req-002: No demonstrated end-to-end ownership of paid social as a core channel; paid social appears as oversight or minor spend, not owned.",
"req-003: No mobile app install campaign experience for a consumer/subscription app.",
"req-004: No AppsFlyer attribution fluency; AppsFlyer not listed in tools and no day-1/day-7 payback measurement shown.",
"req-005: Profile is a generalist (SEO/content/CRO), not a specialist owning one paid channel strategy-through-execution.",
"req-006: No evidence of rapid video creative iteration for paid social; creative work described is content/AI-generated for SEO, not UGC/short-form paid video."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ro_at_roahmarketing_com",
"email": "ro@roahmarketing.com",
"name": "Ro Ahuja",
"score": 56,
"passes_all_hard": false,
"summary": "Ro is a hands-on performance marketer with real Meta paid social and creative execution experience (UGC, statics, carousels) plus some TikTok creative work and strong measurement/CRO instincts. However, the profile is heavily weighted toward Google Ads/paid search and local/lead-gen B2C services, not mobile app install campaigns for a consumer subscription app. There is no evidence of mobile app install campaign experience, AppsFlyer attribution, App Store ads, or day-1/day-7 payback optimization on a subscription app. This makes the candidate fail multiple HARD requirements central to this role.",
"synthesis_quote": "Plan, script, and develop creative for Meta Ads (UGC, Statics, Carousels & More) ... Developed Creative for Meta Ads, and TikTok over aggressive sprint to nail down messaging and content with TAM",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "Meta creative + TikTok creative present ('Plan, script, and develop creative for Meta Ads'; 'Developed Creative for Meta Ads, and TikTok'), but no AppsFlyer, no mobile app install campaigns, no App Store ads, no subscription-app payback.",
"rationale": "Meta paid social ownership is genuine, but several HARD reqs (app install campaigns, AppsFlyer fluency, app-specific payback) are entirely absent. Fails passes_all_hard."
},
"functional_expertise": {
"score": 62,
"weight": 20,
"evidence": "'Optimized Meta Lead Gen Pipeline & Creative - Improved CPL cost efficency by 50%'; 'Build and manage creative pipeline for Meta Ads.'",
"rationale": "Solid hands-on Meta paid social and creative depth, but expertise skews to lead-gen and Google Ads rather than app-install paid social at specialist depth across Meta + TikTok."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Industries include 'Apps' and target buyer 'Parents / Children'; but work history is salons, health services, dog grooming, auto CRM.",
"rationale": "Some tangential audience/industry tags (Apps, Parents/Children) but no demonstrated consumer subscription app or parenting-app work. Recent roles are local B2C services."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "'Plan, script, and develop creative for Meta Ads (UGC, Statics, Carousels)'; 'Launched and optimized both Meta ads and Google Ads'.",
"rationale": "Clearly a hands-on operator who builds creative and runs campaigns personally — a genuine strength, though not on app-install channels."
},
"strategy_and_judgment": {
"score": 68,
"weight": 10,
"evidence": "'Scaled Google Ads Spend from $70K to $160K a month while maintaining CPA Goals'; 'aggressive sprint to nail down messaging and content with TAM'.",
"rationale": "Shows prioritization, efficient scaling, and messaging iteration judgment; relevant but demonstrated mainly outside app install context."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools list Facebook, Instagram, Google Analytics; no AppsFlyer, no Amplitude, no TikTok Ads Manager, no App Store ads.",
"rationale": "Has Meta and analytics tooling but missing the role's core attribution stack (AppsFlyer) and app-specific platforms."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'Improved CPL cost efficency by 50%'; 'Improved YoY revenue by 25% and dropped marketing spend by 35% YoY'; 'maintaining CPA Goals'.",
"rationale": "Strong performance-metric orientation and CRO/A/B testing, but no early-window (D1/D7) subscription payback or LTV:CAC on apps."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "'preferred_hourly_pay_rate: $70/hr'; 'has_availability: true'; located US (Nashua, NH).",
"rationale": "Available and US-based; rate is plausibly within a $7-8K/mo retainer, but engagement shape and full-time launch focus unproven."
}
},
"final_score_rationale": "Biggest positive drivers: genuine hands-on Meta paid social execution with creative building (UGC/statics/carousels), some TikTok creative work, and strong measurement/efficiency results. Biggest penalties: fails multiple HARD requirements — no mobile app install campaign experience, no AppsFlyer attribution fluency, no App Store ads, and no consumer subscription-app or day-1/day-7 payback optimization. The bulk of the profile is Google Ads / paid search and local B2C service lead gen, which does not transfer to app-install paid social for a subscription app. Because HARD reqs 003, 004 (and effectively 001's app-install specialization) are unmet, passes_all_hard is false and the score is capped in the moderate-low range.",
"evidence_snippets": [
"Plan, script, and develop creative for Meta Ads (UGC, Statics, Carousels & More)",
"Developed Creative for Meta Ads, and TikTok over aggressive sprint to nail down messaging and content with TAM",
"Optimized Meta Lead Gen Pipeline & Creative - Improved CPL cost efficency by 50%",
"Scaled Google Ads Spend from $70K a month to $160K a month over 3 months while maintaining CPA Goals",
"Tools: Facebook, Instagram, Google Analytics, Google Tag Manager (no AppsFlyer/Amplitude/TikTok Ads Manager listed)",
"Plan, script, and develop creative for Meta Ads (UGC, Statics, Carousels & More) ... Developed Creative for Meta Ads, and TikTok over aggressive sprint to nail down messaging and content with TAM",
"Meta creative + TikTok creative present ('Plan, script, and develop creative for Meta Ads'; 'Developed Creative for Meta Ads, and TikTok'), but no AppsFlyer, no mobile app install campaigns, no App Store ads, no subscription-app payback.",
"'Optimized Meta Lead Gen Pipeline & Creative - Improved CPL cost efficency by 50%'; 'Build and manage creative pipeline for Meta Ads.'"
],
"three_rs": {
"reject": "No mobile app install campaign experience, no AppsFlyer attribution, no App Store ads, and no consumer subscription-app payback work — core HARD requirements are unmet.",
"revise": "If Peggy relaxed the app-install/AppsFlyer HARD requirements, Ro's hands-on Meta creative and performance skills could be reconsidered.",
"reinforce": "Genuine hands-on Meta paid social execution with creative production and strong efficiency metrics (CPL -50%, disciplined CPA scaling)."
},
"match_reasons": [
{
"reason": "Hands-on Meta paid social with creative production",
"evidence": "Plan, script, and develop creative for Meta Ads (UGC, Statics, Carousels & More)"
},
{
"reason": "Some TikTok creative experience",
"evidence": "Developed Creative for Meta Ads, and TikTok over aggressive sprint to nail down messaging and content"
},
{
"reason": "Performance/efficiency measurement orientation",
"evidence": "Improved CPL cost efficency by 50%; Improved YoY revenue by 25% and dropped marketing spend by 35% YoY"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install campaigns for any consumer/subscription app; work history is local services, health, salons, and auto CRM.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer not listed in tools and never referenced; no evidence of app attribution or D1/D7 payback measurement.",
"req-001 (Deep hands-on paid social specialist Meta+TikTok for app install): Meta creative present and some TikTok, but not at app-install specialist depth; profile skews to Google Ads/paid search generalist.",
"req-010 (App Store ads): No App Store ads experience shown.",
"req-013/req-014 (Consumer subscription / parenting-family app): No demonstrated consumer subscription app or parenting/family app marketing experience."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "ahmed_amarouch_at_gmail_com",
"email": "ahmed.amarouch@gmail.com",
"name": "Ahmed Amarouch",
"score": 40,
"passes_all_hard": false,
"summary": "Ahmed is a senior growth/performance marketing leader with strong D2C e-commerce scaling experience (Simba Sleep $30M→$100M, yfood $150M revenue, $15M budget) and broad paid channel exposure across Meta, TikTok, and Google. However, his profile reads as a strategic growth leader and team manager, not a hands-on paid-social specialist for mobile app install campaigns. There is no evidence of mobile app install campaigns, AppsFlyer attribution, subscription-app free-trial payback optimization, or specialist single-channel paid-social ownership. He fails multiple HARD requirements.",
"synthesis_quote": "Led the Growth Marketing Team of 40 members... managing a $15 million budget — a leader/strategist profile, not the hands-on single-channel paid-social operator this launch needs.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "Promoted UNU's eco-friendly scooters on Instagram, Facebook, TikTok... No mention of app install campaigns or AppsFlyer.",
"rationale": "Some paid social channel exposure (Meta/TikTok) exists, but no mobile app install campaign experience, no AppsFlyer, no consumer subscription app, and profile skews to leadership/strategy rather than hands-on single-channel ownership. Multiple HARD requirements unmet."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "Refined the digital marketing strategy with a focus on paid performance channels... 200% improvement in ROAS.",
"rationale": "Genuine performance marketing depth exists, but it is broad, e-commerce/retail-oriented, and led at a team level. No specialist-level, self-executed paid social craft for app installs shown."
},
"industry_audience_relevance": {
"score": 35,
"weight": 12,
"evidence": "Industries: Local Businesses, Software & Tech; Audiences: Consumers (B2C); D2C fitness brand (VAHA), Simba Sleep.",
"rationale": "B2C/D2C experience is relevant directionally, but no parenting/family, no consumer subscription app, no US-parent audience, and no mobile app product. Mostly EU/DACH physical-product D2C."
},
"hands_on_execution": {
"score": 30,
"weight": 15,
"evidence": "Led the Growth Marketing Team of 40 members... Led a cross-functional team of developers and UX/UI designers.",
"rationale": "Profile is dominated by team leadership, budget management, and strategy oversight. Little evidence of the candidate personally building/iterating creative and managing campaigns day to day, which the role explicitly requires."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "Developed the Digital User Acquisition Strategy... optimized channel mix for maximum ROI.",
"rationale": "Strong strategic and prioritization judgment across GTM, channel mix, and internationalization. This is his clearest strength, though at a higher altitude than this operator role."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "email marketing via Omnisend... Google Local Ads, Instagram, Facebook, TikTok.",
"rationale": "Meta/TikTok/Google exposure present, but no AppsFlyer, no Amplitude, no App Store ads, and no mobile-app attribution stack — the tools this role hinges on."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "200% boost in return on ad spend... 30% increase in conversion rates... A/B testing.",
"rationale": "Solid ROAS/CRO/A-B testing track record, but no early payback-window (D1/D7) or LTV:CAC subscription-trial measurement experience."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $70/hr; status: active, has_availability: true; location: London, DE.",
"rationale": "Available and active; $70/hr is broadly within the retainer envelope. Timezone (Europe) is a mild friction for a US founder, and no explicit ASAP-start signal."
}
},
"final_score_rationale": "The score is driven down by failure on core HARD requirements: no evidence of mobile app install campaigns (req-003), no AppsFlyer fluency (req-004), no consumer subscription app / free-trial payback experience, and a profile that reads as a senior growth leader/strategist (40-person team, $15M budget) rather than the hands-on single-channel paid-social specialist this role demands (req-005, req-007, req-017). His genuine strengths — D2C e-commerce scaling, channel-mix strategy, ROAS optimization — are in an adjacent lane (physical-product/retail growth leadership) and do not transfer to specialist mobile-app paid social. Meta/TikTok exposure at UNU Motors is the strongest positive signal but was retail-foot-traffic focused, not app installs. Passes_all_hard is false.",
"evidence_snippets": [
"Promoted UNU's eco-friendly scooters on Instagram, Facebook, TikTok, and Google Local Ads",
"Led the Growth Marketing Team of 40 members, driving a D2C and retail scale-up with over $150 million in annual revenue",
"Managed a $15 million annual budget, optimizing channel mix for maximum ROI",
"Scaled global revenue from $30 million to over $100 million",
"leverage email marketing as well via Omnisend",
"200% improvement in Return on Ad Spend (ROAS)",
"Led the Growth Marketing Team of 40 members... managing a $15 million budget — a leader/strategist profile, not the hands-on single-channel paid-social operator this launch needs.",
"Promoted UNU's eco-friendly scooters on Instagram, Facebook, TikTok... No mention of app install campaigns or AppsFlyer."
],
"three_rs": {
"recommend": "Do not advance for this role. Ahmed is a strong senior growth/performance leader but not a hands-on mobile-app paid-social specialist.",
"reason": "Fails multiple HARD requirements: no mobile app install campaign experience, no AppsFlyer attribution, no consumer subscription/free-trial payback work, and a leadership/strategy orientation rather than hands-on single-channel execution.",
"risk": "Hiring risk that he delegates/strategizes rather than personally building and iterating creative; also lacks the mobile-app attribution and D1/D7 payback fluency central to the launch."
},
"match_reasons": [
{
"reason": "Multi-platform paid exposure including Meta and TikTok",
"evidence": "Promoted UNU's eco-friendly scooters on Instagram, Facebook, TikTok"
},
{
"reason": "Performance marketing and ROAS optimization track record",
"evidence": "200% improvement in Return on Ad Spend (ROAS)"
},
{
"reason": "B2C/D2C consumer experience",
"evidence": "rebranding initiative for Vaha, a direct-to-consumer fitness brand"
}
],
"hard_fail_reasons": [
"req-003 Mobile app install campaigns: No evidence of running mobile app install campaigns anywhere in the profile; experience is e-commerce/retail foot-traffic focused.",
"req-004 AppsFlyer attribution: No mention of AppsFlyer or any mobile attribution stack; no D1/D7 payback measurement.",
"req-005/req-007/req-017 Hands-on single-channel specialist ownership: Profile is dominated by team leadership (40-person team), budget oversight ($15M), and GTM strategy — a leader/strategist, not a self-executing single-channel paid-social operator.",
"req-001 Deep hands-on paid social specialist (Meta+TikTok): Paid social appears only as one part of broad multi-channel programs led at a team level, not specialist hands-on craft."
]
},
{
"candidate_id": "kendallfuhrmanmarketing_at_gmail_com",
"email": "kendallfuhrmanmarketing@gmail.com",
"name": "Kendall Fuhrman",
"schema_version": "CandidateEvaluationV1",
"score": 34,
"passes_all_hard": false,
"summary": "Kendall is a strong organic social and influencer/content creator with real short-form video and UGC instincts, but this role requires a hands-on PAID social specialist. Her profile shows no paid media buying, no Meta/TikTok ads management, no app install campaigns, and no AppsFlyer attribution. She is an organic social manager and creator, not a paid acquisition operator, so she fails multiple hard requirements.",
"synthesis_quote": "Developed a comprehensive social media strategy with content pillars... Spearheaded the social rollout for the brand's new product launch",
"final_score_rationale": "The biggest penalty is that this is fundamentally a paid social acquisition role, and Kendall's entire history is organic social management, influencer marketing, and content creation. There is zero evidence of paid media buying, Meta/TikTok ad account management, app install campaigns, AppsFlyer attribution, or LTV:CAC/payback optimization — five distinct HARD requirements she cannot demonstrate. Her genuine strengths (short-form/UGC video, TikTok/Instagram fluency, launch content, parenting/family-adjacent consumer audience) are real but sit in a different lane (organic/creator) and do not transfer to paid media buying. She scores modestly on creative and video instincts and tool familiarity, but the core paid-acquisition mandate is unmet.",
"evidence_snippets": [
"roles: Marketer in Residence, Social Media Manager, Influencer Marketer",
"skills: Organic social strategy across various social channels ... UGC management ... Influencer Marketing",
"tools: Canva, Facebook, Hootsuite, HubSpot, Instagram, ... Sprout Social, Tiktok",
"Spearheaded the social rollout for the brand's new product launch, executing a high-impact campaign that drove viral engagement and conversions",
"Grew her community to over 500K across TikTok, Instagram and YouTube",
"supporting paid marketing efforts, and driving user signups",
"Developed a comprehensive social media strategy with content pillars... Spearheaded the social rollout for the brand's new product launch",
"roles: Social Media Manager, Influencer Marketer; skills center on Organic social strategy and UGC management, not paid media"
],
"hard_fail_reasons": [
"req-001 (Deep hands-on paid social Meta+TikTok): No evidence of paid media buying or ad account management on Meta/TikTok. All experience is organic social strategy, content creation, and influencer marketing.",
"req-003 (Mobile app install campaigns): No evidence of running app install campaigns; app work (Kakoo) was organic pre-launch social/waitlist growth, not paid UA.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile attribution platform.",
"req-005 (Full end-to-end single-channel paid ownership): Profile shows organic channel management, not paid channel strategy/reporting/optimization ownership.",
"req-006 (Rapid video creative iteration for paid): Strong organic video creation, but not paid creative testing tied to media performance; the role needs paid creative iteration against payback metrics."
],
"match_reasons": [
{
"reason": "Genuine short-form video and UGC creative instincts on TikTok/Instagram",
"evidence": "UGC management; 11 million total views ... 44% increase in video performance"
},
{
"reason": "Consumer/B2C launch content experience",
"evidence": "Spearheaded the social rollout for the brand's new product launch ... Sold out of the product within the first week"
},
{
"reason": "Some parenting/family-adjacent consumer audience exposure",
"evidence": "target_buyer includes Parents / Children; audiences: Consumers (B2C)"
}
],
"three_rs": {
"reach": "Strong organic reach and audience-building instincts (500K+ followers, multi-million view campaigns) but not paid reach/media buying.",
"resonance": "Real creative resonance in short-form/UGC video — genuine strength for creative concepting.",
"reaction": "Measured engagement/reach lift (views, follower growth) but not paid-acquisition reactions like CAC, install rate, or trial payback."
},
"weighted_scores": {
"hard_requirements_fit": {
"score": 12,
"weight": 25,
"evidence": "roles: Social Media Manager, Influencer Marketer; skills center on Organic social strategy and UGC management, not paid media",
"rationale": "Fails at least five HARD requirements (paid Meta/TikTok expertise, app install campaigns, AppsFlyer, single-channel paid ownership, paid creative iteration). Only tangential channel/creative overlap."
},
"functional_expertise": {
"score": 30,
"weight": 20,
"evidence": "Organic social strategy across various social channels; Influencer Marketing - Macro/Micro",
"rationale": "Deep in organic social and influencer/content — the wrong core function. No paid media buying depth, which is the requested function."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "industries: Apps; audiences: Consumers (B2C); target_buyer: Parents / Children; subindustries: Subscriptions",
"rationale": "Consumer subscription/app and parenting-adjacent audience exposure is relevant, though acquired via organic/creator work rather than paid acquisition."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "Created creative briefs for video content and conceptualized visually engaging static posts; hands-on editing support expected",
"rationale": "Clearly hands-on as an organic creator/executor, but not hands-on in paid campaign build/optimization, which is what the role needs."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "Conducted an in-depth audit ... identify top-performing content and opportunities for optimization; content pillars aligned with brand mission",
"rationale": "Shows content strategy and prioritization judgment, but not paid channel prioritization, media budgeting, or find-the-winner paid testing judgment."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Hootsuite, Sprout Social, HubSpot, Canva",
"rationale": "Uses the platforms organically and has creative/publishing tools, but no ad managers, AppsFlyer, or Amplitude — the paid/attribution stack is absent."
},
"measurement_optimization": {
"score": 35,
"weight": 6,
"evidence": "44% growth in audience engagement ... 110% increase in click-through-rate ... 40,000 external link clicks",
"rationale": "Reports organic engagement/reach metrics well, but no CAC, LTV:CAC, install cost, or day-1/day-7 payback measurement relevant to paid acquisition."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $90/hr; status: active; has_availability: true",
"rationale": "Available and B2C-focused, but $90/hr implies rate above the $7-8K/mo retainer for a full-stack channel owner, and fit is undermined by the functional mismatch."
}
}
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "neel_at_navigatedigitalmarketing_com",
"email": "neel@navigatedigitalmarketing.com",
"name": "Neel Natarajan",
"score": 59,
"passes_all_hard": false,
"summary": "Neel is a seasoned paid social operator with deep Meta and TikTok media-buying credentials — \"hundreds of millions in ad spend optimized on Meta/Instagram, Google, TikTok,\" a Paid Social Director role at GroupM managing an $8M/month budget, and a VP role at Smartly.io (a paid social automation platform). He runs UGC video pipelines and builds ground-up paid acquisition engines \"from zero ad spend to profitable.\" These map strongly to the paid social, creative iteration, and self-directed build-from-scratch requirements. However, the profile shows no explicit evidence of mobile app install campaign experience or AppsFlyer attribution fluency — two HARD requirements central to this app-launch role. His subscription-app exposure (Bark) is thin and dated, and much of his recent work skews B2B SaaS and agency-side. He passes most HARD requirements but the missing app-install + AppsFlyer proof prevents a clean pass.",
"synthesis_quote": "Automation focused marketer with hundreds of millions in ad spend optimized on Meta/Instagram, Google, TikTok... I build agile, ground-up marketing infrastructures for startups, scaling user acquisition from zero ad spend to profitable paid engines.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 62,
"weight": 25,
"evidence": "\"hundreds of millions in ad spend optimized on Meta/Instagram... TikTok\"; \"Paid Social Director at GroupM... $8 million monthly ad budget\"; no AppsFlyer or app-install evidence",
"rationale": "Strong on paid social ownership, Meta/TikTok, creative iteration, and build-from-scratch. But two HARD reqs — mobile app install campaigns and AppsFlyer attribution fluency — have no direct evidence, capping this dimension."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "\"Paid Social Director at GroupM\"; \"VP, Global Head of Strategic Accounts at Smartly.io\"; \"hundreds of millions in ad spend optimized on Meta/Instagram... TikTok\"",
"rationale": "Deep, specific paid social media-buying expertise across Meta and TikTok at director/VP level, including a paid social automation platform. Exactly the core function requested."
},
"industry_audience_relevance": {
"score": 58,
"weight": 12,
"evidence": "\"Acquisition Marketing Consultant at Bark... subscription services\"; industries include \"Apps\"; target buyer includes \"Parents / Children\"",
"rationale": "Some subscription and Apps industry exposure and parents/children audience listed, but the subscription work is old and thin; recent work skews B2B SaaS/agency, not consumer parenting apps."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "\"I use tools like Smartly to link Meta Ads to a Weather API\"; \"I manage UGC pipelines... enhancing video assets via Runway AI for rapid... social ad tests\"",
"rationale": "Clearly hands-on with campaign builds and creative testing, though senior titles (COO/CRO/VP) suggest some delegation. Recent solo/consulting work shows he still executes directly."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "\"scaling user acquisition from zero ad spend to profitable paid engines\"; \"rapid YouTube and social ad tests\"; testing framework skill",
"rationale": "Strong evidence of diagnostic, test-driven, find-the-winner judgment and translating goals into profitable acquisition engines."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools list: Facebook, Instagram, Tiktok, Snapchat, Segment, Google Analytics; \"tools like Smartly\"; no AppsFlyer or Amplitude",
"rationale": "Covers Meta/TikTok ad platforms and analytics tooling well, but the role's named attribution stack (AppsFlyer, Amplitude) is absent from tools and narrative."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "\"from zero ad spend to profitable paid engines\"; \"Data analytics\", \"Testing framework\", \"CRO\" skills; Looker/Tableau",
"rationale": "Strong general performance/optimization and analytics chops, but no specific mention of day-1/day-7 payback windows or LTV:CAC for app installs."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"preferred_hourly_pay_rate: $125/hr\"; \"has_availability: true\"; location Seattle (US)",
"rationale": "Available and US-based (good timezone/audience fit). $125/hr implies well above the $7-8K/month retainer if full-time load, so budget fit is uncertain though not disqualifying (soft)."
}
},
"final_score_rationale": "Biggest positive drivers: elite paid social media-buying depth (GroupM Paid Social Director at $8M/month, Smartly.io VP, hundreds of millions in Meta/TikTok spend), hands-on UGC video pipeline and rapid ad testing, and proven zero-to-profitable build-from-scratch acquisition work matching the self-directed founder-facing brief. Biggest penalties: no explicit mobile app install campaign experience (req-003 HARD) and no AppsFlyer attribution fluency (req-004 HARD) — both central to this app-launch role and neither can be inferred without inventing experience. Consumer subscription/parenting-app relevance is thin and dated (Bark, 2015-16), and recent work skews B2B SaaS/agency. Two unmet HARD requirements make passes_all_hard false and hold the composite in the low-70s despite exceptional core paid social expertise.",
"evidence_snippets": [
"Automation focused marketer with hundreds of millions in ad spend optimized on Meta/Instagram, Google, TikTok",
"Paid Social Director at GroupM... led a team of five digital media experts in managing an $8 million monthly ad budget",
"I build agile, ground-up marketing infrastructures for startups, scaling user acquisition from zero ad spend to profitable paid engines",
"I manage UGC pipelines with partners like Shook Digital, enhancing video assets via Runway AI for rapid YouTube and social ad tests",
"Acquisition Marketing Consultant at Bark... enhance customer acquisition for their subscription services",
"VP, Global Head of Strategic Accounts at Smartly.io... optimizing advertising strategies for Fortune 100 clients",
"Automation focused marketer with hundreds of millions in ad spend optimized on Meta/Instagram, Google, TikTok... I build agile, ground-up marketing infrastructures for startups, scaling user acquisition from zero ad spend to profitable paid engines.",
"\"hundreds of millions in ad spend optimized on Meta/Instagram... TikTok\"; \"Paid Social Director at GroupM... $8 million monthly ad budget\"; no AppsFlyer or app-install evidence"
],
"three_rs": {
"reach": "Deep Meta and TikTok paid social reach with hundreds of millions in managed spend; strong for the core acquisition channels but no proven App Store ads or mobile-install channel reach.",
"resonance": "Runs UGC and short-form video creative pipelines with rapid iteration — good resonance fit for the launch's heavy video creative needs, though not proven with a parenting/family audience.",
"results": "Track record of scaling from zero ad spend to profitable engines and managing large budgets, but no explicit day-1/day-7 payback or app LTV:CAC results, and no AppsFlyer measurement proof."
},
"match_reasons": [
{
"reason": "Elite hands-on paid social expertise across Meta and TikTok at director/VP scale",
"evidence": "Paid Social Director at GroupM... $8 million monthly ad budget; hundreds of millions in ad spend optimized on Meta/Instagram... TikTok"
},
{
"reason": "Proven build-from-scratch, self-directed paid acquisition operator",
"evidence": "I build agile, ground-up marketing infrastructures for startups, scaling user acquisition from zero ad spend to profitable paid engines"
},
{
"reason": "Rapid video/UGC creative iteration capability for launch push",
"evidence": "I manage UGC pipelines... enhancing video assets via Runway AI for rapid... social ad tests"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaign experience): No evidence in the profile of running mobile app install campaigns for a consumer/subscription app; work history shows e-commerce, B2B SaaS, and general paid social but not app installs.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer is not listed among tools and appears nowhere in the narrative; no evidence of measuring day-1/day-7 mobile payback windows via mobile attribution."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "felixhoomarketworks_at_gmail_com",
"email": "felixhoomarketworks@gmail.com",
"name": "Felix Hoo",
"score": 59,
"passes_all_hard": false,
"summary": "Felix is a data-driven growth/performance marketer with broad paid media experience across Meta, TikTok, Google, and Amazon Ads, and notably has direct app user-acquisition and subscription experience (17 LIVE, EME Hive livestreaming/dating apps). He shows strong ROAS/CPA optimization instincts and hands-on execution including his own creative production. However, he does not demonstrate specific mobile app install campaign expertise on modern SKAdNetwork/attribution stacks, has no evidence of AppsFlyer fluency, and his recent work skews toward course/coaching/DTC advertorial rather than consumer subscription app installs. His stated $28/hr rate is far below the role's retainer expectations but that is a soft factor. Missing AppsFlyer and unproven app-install-specific paid social depth are the key hard gaps.",
"synthesis_quote": "I led subscription growth and performance marketing initiatives across acquisition, retention, and monetization... scaled influencer and paid media campaigns across Meta, TikTok, and Google.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 45,
"weight": 25,
"evidence": "\"scaled influencer and paid media campaigns across Meta, TikTok, and Google\"; \"spearheaded user acquisition initiatives for the US market\" (17 LIVE). No AppsFlyer, no explicit app install campaign structure.",
"rationale": "Satisfies Meta/TikTok paid social and app UA at a general level, but fails AppsFlyer fluency (req-004) entirely and shows no explicit mobile app install campaign methodology. Partial coverage of most hard reqs but two hard gaps."
},
"functional_expertise": {
"score": 65,
"weight": 20,
"evidence": "\"managed pay-per-click campaigns across multiple industries\"; \"improve the ROAS from 88% to 259%\"; \"decreased the average CPA by 66%\".",
"rationale": "Solid, repeated paid media performance across many roles, but expertise is generalist PPC/performance rather than deep, specialist paid-social-plus-app-install focus the role demands."
},
"industry_audience_relevance": {
"score": 50,
"weight": 12,
"evidence": "\"EME Hive is a leading Asian livestreaming and dating app\"; \"consumer subscription app\" experience; industries include Apps, Ecommerce.",
"rationale": "Has consumer subscription app experience, but audience was livestreaming/dating (Asia/US adult consumers), not US parents of kids 5-15. No parenting/family app evidence."
},
"hands_on_execution": {
"score": 75,
"weight": 15,
"evidence": "\"Designed impactful static ads with Photoshop and Canva, and video ads with Final Cut Pro and Premiere Pro\"; \"Created an automated system through coding to cut reporting time by 75%\".",
"rationale": "Clearly a hands-on operator who builds creative, implements tracking, and analyzes data personally — strong fit for a self-directed build-from-scratch role."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "\"combining data-driven insights with creative testing\"; \"identifying performance gaps, and implementing solutions\"; \"aligning campaign execution with client growth goals\".",
"rationale": "Demonstrates diagnosis, testing judgment, and prioritization toward efficiency, though not framed around finding one winning channel/creative under launch pressure."
},
"tool_platform_fit": {
"score": 60,
"weight": 8,
"evidence": "Tools list: \"Facebook, Instagram, Tiktok, Snapchat... Google Analytics, Google Tag Manager, Canva, Photoshop\".",
"rationale": "Covers Meta/TikTok ad platforms and creative/tracking tools well, but no AppsFlyer, no Amplitude, and no App Store ads tooling — the role's core attribution stack is absent."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "\"decreased the average CPA by 66%, from $50+ to $17\"; \"sixfold reduction in clinical trial cost per lead\"; \"weekly reports and analyze data\".",
"rationale": "Strong, quantified track record of KPI ownership and iterative optimization; Statistics background reinforces measurement rigor. Payback-window/LTV:CAC framing present via subscription/LTV work."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "\"preferred_hourly_pay_rate: $28/hr\"; \"has_availability: true\"; location New York (US timezone).",
"rationale": "Available and US-based with good timezone fit; $28/hr implies a rate well below the $7-8k retainer, which is a soft factor and may signal seniority mismatch."
}
},
"final_score_rationale": "Biggest positive drivers: genuine app user-acquisition and consumer subscription experience (17 LIVE, EME Hive) on Meta/TikTok/Google, strong hands-on creative and analytics execution, and quantified CPA/ROAS optimization. Biggest penalties: no evidence of AppsFlyer fluency (a HARD requirement, req-004), no explicit mobile app install campaign methodology on modern iOS/SKAN attribution, no App Store ads, no Amplitude, and no parenting/family or US-parent audience relevance. Recent work skews toward coaching/course DTC advertorial rather than app installs, and the $28/hr rate suggests a more junior operator than the senior specialist the role expects. Fails hard on AppsFlyer and unproven app-install-specific paid social depth.",
"evidence_snippets": [
"scaled influencer and paid media campaigns across Meta, TikTok, and Google",
"spearheaded user acquisition initiatives for the US market... decreased the average CPA by 66%, from $50+ to $17",
"Designed impactful static ads with Photoshop and Canva, and video ads with Final Cut Pro and Premiere Pro",
"I led subscription growth and performance marketing initiatives across acquisition, retention, and monetization",
"Achieving a ROAS of 400% to 1000% with paid ads (ie. Meta Ads, etc) within the first 30 days",
"preferred_hourly_pay_rate: $28/hr",
"I led subscription growth and performance marketing initiatives across acquisition, retention, and monetization... scaled influencer and paid media campaigns across Meta, TikTok, and Google.",
"\"scaled influencer and paid media campaigns across Meta, TikTok, and Google\"; \"spearheaded user acquisition initiatives for the US market\" (17 LIVE). No AppsFlyer, no explicit app install campaign structure."
],
"three_rs": {
"recommend": "Interview with caution",
"reason": "Has real Meta/TikTok paid social and app UA/subscription experience with strong hands-on execution and optimization, but fails hard requirements on AppsFlyer fluency and lacks proven app-install-specific depth.",
"risk": "No AppsFlyer/Amplitude evidence, no explicit mobile app install campaign methodology, no parenting/family audience relevance, and a $28/hr rate suggesting junior seniority versus the senior specialist and retainer the role requires."
},
"match_reasons": [
{
"reason": "Direct paid social across Meta and TikTok",
"evidence": "scaled influencer and paid media campaigns across Meta, TikTok, and Google"
},
{
"reason": "App user acquisition and consumer subscription experience",
"evidence": "spearheaded user acquisition initiatives for the US market (17 LIVE); Head of Subscriptions at EME Hive dating/livestreaming app"
},
{
"reason": "Hands-on creative production and tracking",
"evidence": "Designed impactful static ads... and video ads with Final Cut Pro and Premiere Pro; UTM parameters and pixels"
},
{
"reason": "Quantified optimization / measurement rigor",
"evidence": "decreased the average CPA by 66%, from $50+ to $17"
}
],
"hard_fail_reasons": [
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any MMP/mobile attribution platform anywhere in the profile.",
"req-003 (Mobile app install campaign experience): App UA is referenced generally (17 LIVE, EME Hive) but no explicit app install campaign structure, iOS/SKAN, or ASA execution is demonstrated, so app-install-specific expertise is unproven.",
"req-001/req-017 (Deep senior specialist paid social): Profile reads as a generalist performance/PPC marketer with a $28/hr rate, not a demonstrated senior specialist who 'lives and breathes' Meta and TikTok app install."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kevinquangchicagobooth_at_gmail_com",
"email": "kevinquangchicagobooth@gmail.com",
"name": "Kevin Quang",
"score": 47,
"passes_all_hard": false,
"summary": "Kevin is a broad, multi-platform performance/growth marketer with 15-20 years across Google Ads, Meta, LinkedIn, TikTok, and programmatic, spanning B2B, healthcare, ecommerce, and marketplaces. However, his profile reads as a generalist demand-gen director rather than the deep, hands-on paid social specialist Peggy needs. There is no concrete evidence of mobile app install campaigns for a consumer subscription app, no AppsFlyer attribution experience, no day-1/day-7 free-trial payback optimization, and no demonstrated rapid video creative iteration. Much of his recent work is Google Ads, lead gen, CRM, and B2B strategy — a different lane. He fails multiple HARD requirements.",
"synthesis_quote": "My expertise spans across all major paid advertising platforms, including Google Ads, Meta (Facebook/Instagram), LinkedIn, TikTok, and programmatic platforms.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 32,
"weight": 25,
"evidence": "Meta (Facebook/Instagram)... TikTok listed; ASO (App store optimization) skill; but no app install, AppsFlyer, or free-trial payback evidence",
"rationale": "Names Meta and TikTok among many platforms but shows no specialist depth in either, no mobile app install campaign delivery, no AppsFlyer, and no day-1/day-7 payback work. Multiple hard requirements are unproven or contradicted by a generalist profile."
},
"functional_expertise": {
"score": 50,
"weight": 20,
"evidence": "20 years of experience in digital paid media... scaling large, multi-million-dollar campaigns; Optimized campaigns across Google Ads, LinkedIn, Meta, Indeed, Zip Recruiter, and programmatic",
"rationale": "Real paid media breadth exists, but it is spread thin across many platforms with recent emphasis on Google Ads, recruitment, and B2B lead gen. Paid social specialist depth (Meta/TikTok media + creative strategy) is asserted but not evidenced with concrete results."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "industries include Apps, Subscriptions, DTC; target_buyer includes Parents / Children; TubShroom Shopify ecommerce and healthcare marketplaces",
"rationale": "Has consumer/DTC and app-adjacent exposure and 'Parents/Children' as an audience tag, but no demonstrated parenting/family app marketing or consumer subscription app install work. Much experience is B2B/healthcare/recruitment."
},
"hands_on_execution": {
"score": 48,
"weight": 15,
"evidence": "My approach combines strategic insights with hands-on execution; Managed and optimized paid ad campaigns (TubShroom, Meta/Google)",
"rationale": "Claims hands-on execution and shows some campaign management, but many roles are Director/Lead level focused on strategy, CRM, and narrative revamps. Limited proof of personally building and iterating paid social creative at speed."
},
"strategy_and_judgment": {
"score": 58,
"weight": 10,
"evidence": "Implemented a hyper-local digital strategy utilizing geofencing... Drove a 35% increase in new patient appointments; prioritized city launch sequence",
"rationale": "Demonstrates solid strategic diagnosis and prioritization across launches and market expansion, which is the strongest part of his profile — but skewed to demand gen and lead gen rather than paid social creative testing judgment."
},
"tool_platform_fit": {
"score": 50,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Snapchat, Pinterest; ASO; Google Analytics; Segment; A/B testing tools",
"rationale": "Has the core paid social platforms and analytics tooling listed, but no AppsFlyer or Amplitude — the specific attribution/analytics stack this role requires. Tool overlap is partial."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "data-driven optimization... every dollar is spent effectively; Drove a 20%+ month-over-month increase in patient conversions",
"rationale": "Shows KPI orientation and conversion improvement, but no evidence of early payback window measurement (day-1/day-7 free-trial), LTV:CAC on subscription apps, or AppsFlyer-based attribution."
},
"availability_budget_fit": {
"score": 75,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $35/hr; location Pacifica, California (US, remote)",
"rationale": "Available, US-based (good timezone overlap with founder), and rate is well within a $7-8k/month retainer. Availability and budget fit are strong; ramp for a 6-week ASAP launch is feasible."
}
},
"final_score_rationale": "The score is dragged down primarily by hard_requirements_fit: Kevin fails or leaves unproven several HARD requirements — no demonstrated mobile app install campaigns for a consumer subscription app (req-003), no AppsFlyer fluency (req-004), no evidence of rapid video creative iteration for launch (req-006), and only generic Meta/TikTok mentions rather than specialist depth (req-001/002). His genuine strengths — broad paid media, strategy, market-expansion judgment, and availability/budget fit — are largely in adjacent lanes (Google Ads, B2B/healthcare demand gen, recruitment marketing) and do not transfer to the deep paid-social-app-install specialist mandate. Availability and budget are the only strong areas. Net: a capable generalist growth marketer who is not the specialist operator this role demands.",
"evidence_snippets": [
"My expertise spans across all major paid advertising platforms, including Google Ads, Meta (Facebook/Instagram), LinkedIn, TikTok, and programmatic platforms",
"Optimized campaigns across platforms such as Google Ads, LinkedIn, Meta, Indeed, Zip Recruiter, and programmatic networks",
"This ongoing role will focus on optimizing paid social media campaigns (Meta ads) and Google ads... nurture new leads through email marketing via Klaviyo",
"Implemented a hyper-local digital strategy utilizing geofencing... Drove a 35% increase in new patient appointments within 6 months via targeted Google Ads",
"skills: ... ASO (App store optimization), Cross-channel strategy, Lead generation, GTM - Strategy",
"preferred_hourly_pay_rate: $35/hr",
"My expertise spans across all major paid advertising platforms, including Google Ads, Meta (Facebook/Instagram), LinkedIn, TikTok, and programmatic platforms.",
"Meta (Facebook/Instagram)... TikTok listed; ASO (App store optimization) skill; but no app install, AppsFlyer, or free-trial payback evidence"
],
"three_rs": {
"reject": "Fails multiple HARD requirements: no mobile app install campaign delivery, no AppsFlyer attribution, no day-1/day-7 free-trial payback or subscription-app LTV:CAC, and no proof of rapid paid-social video creative iteration.",
"reason": "Profile is a broad generalist paid media/growth director skewed to Google Ads, B2B, healthcare, and recruitment — not the deep Meta+TikTok app-install specialist Peggy needs.",
"recommend": "Only consider if the search widens to a generalist paid media consultant; otherwise route to roles emphasizing multi-channel demand gen or B2B lead generation where his experience fits."
},
"match_reasons": [
{
"reason": "Lists Meta and TikTok among paid platforms",
"evidence": "Meta (Facebook/Instagram), LinkedIn, TikTok, and programmatic platforms"
},
{
"reason": "Some direct paid social + ecommerce execution",
"evidence": "optimizing paid social media campaigns (Meta ads) and Google ads (TubShroom Shopify)"
},
{
"reason": "Strong availability and rate fit",
"evidence": "has_availability: true; preferred_hourly_pay_rate: $35/hr; US-based"
}
],
"hard_fail_reasons": [
"req-001 (Deep hands-on Meta+TikTok paid social specialist): Only generic multi-platform mentions; no specialist-level media+creative results on Meta/TikTok.",
"req-003 (Mobile app install campaigns for consumer/subscription app): No evidence of running app install campaigns; ASO is listed but not install-campaign execution.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or mobile attribution anywhere in the profile.",
"req-006 (Rapid video creative iteration under tight timeline): No evidence of building/iterating video creative; profile emphasizes strategy, CRM, and organic/social frameworks.",
"req-005 (Full end-to-end single-channel specialist): Profile is a broad generalist across many channels/roles rather than a focused single-channel paid social specialist."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "bcruzdigitalmarketing_at_gmail_com",
"email": "bcruzdigitalmarketing@gmail.com",
"name": "Brayden Cruz",
"score": 59,
"passes_all_hard": false,
"summary": "Brayden is a strong DTC/e-commerce paid social operator with deep, hands-on Meta (Facebook/Instagram) expertise, heavy UGC creative testing, and proven CPA/LTV optimization at scale (MIRROR, Pop On Veneers, StreamYard). He personally builds creative, structures accounts, and solves attribution problems — a genuine hands-on specialist. However, his evidence is almost entirely Facebook/Meta-centric web/e-commerce funnels; there is no evidence of TikTok paid social, mobile app install campaigns, AppsFlyer attribution, or App Store ads — all of which are HARD requirements for this consumer subscription mobile-app role. His attribution work centers on Shopify + Facebook Offline Conversions API, not mobile MMPs. He therefore fails multiple hard requirements despite strong adjacent skill.",
"synthesis_quote": "His approach included the utilization of user-generated content (UGC) for creative testing... scaled the company's paid social media expenditure from a six-figure monthly budget to a seven-figure monthly budget.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 35,
"weight": 25,
"evidence": "Deep Meta expertise (\"scaled...paid social media expenditure from a six-figure monthly budget to a seven-figure monthly budget\") but no TikTok, no app install campaigns, no AppsFlyer.",
"rationale": "Satisfies Meta paid social and UGC creative iteration hard reqs strongly, but fails TikTok expertise, mobile app install campaigns, and AppsFlyer attribution fluency. Multiple HARD requirements unmet, so this must be low."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "\"maintained a cost per acquisition (CPA) that was 10% lower than the company's target... increasing the lifetime value (LTV)\"; \"pioneered the use of whitelisted influencer content in Facebook ads.\"",
"rationale": "Deep, specific paid social/growth expertise with concrete CPA and LTV outcomes and creative-strategy depth — but concentrated in Meta/web funnels rather than the full paid-social + TikTok scope required."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "\"consumer subscription app\" target vs. candidate's DTC e-commerce + \"Subscriptions\" subindustry and \"Parents / Children\" target buyer; MIRROR is a subscription fitness product.",
"rationale": "Strong B2C/DTC and some subscription and parents/children audience relevance, but experience is e-commerce/web commerce, not consumer mobile-app subscription growth."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "\"I led creative ideation, produced UGC, and boosted site conversion rates from 1% to 3% via A/B testing\"; \"integrated Shopify transaction data with Facebook's Offline Conversions API through Zapier.\"",
"rationale": "Clearly a hands-on operator who personally builds creative, structures accounts, runs A/B tests, and solves technical attribution — exactly the operator profile required."
},
"strategy_and_judgment": {
"score": 76,
"weight": 10,
"evidence": "\"streamlining the account structure, and expanding the target audience\"; rigorous UGC creative testing approach to hit unattainable CPA goals.",
"rationale": "Demonstrates testing judgment, prioritization, and translating goals into efficient acquisition, though framed around e-commerce ROAS rather than day-1/day-7 mobile payback."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools: AdEspresso, AdRoll, Optimizely/VWO, Shopify, Google Analytics, Unbounce — no AppsFlyer, no Amplitude, no TikTok Ads Manager listed.",
"rationale": "Covers Meta-adjacent and web CRO tooling well but lacks the mobile-specific stack (AppsFlyer, Amplitude, App Store ads) this role explicitly requires."
},
"measurement_optimization": {
"score": 72,
"weight": 6,
"evidence": "\"CPA that was 10% lower than the company's target over an eight-month period\"; \"halved the average cost per purchase\" via Offline Conversions API.",
"rationale": "Strong measurement and iterative optimization instincts, but attribution work is web/Shopify-based, not mobile MMP payback windows like day-1/day-7 free-trial LTV:CAC."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "\"preferred_hourly_pay_rate: $150/hr\"; \"has_availability: true\"; located Houston, Texas (US timezone).",
"rationale": "Available and US-based, but $150/hr implies well above the $7,000-$8,000/month retainer for a full-ownership engagement, creating budget tension."
}
},
"final_score_rationale": "Biggest positive drivers: genuinely deep, hands-on Meta paid social with concrete scaling (six-to-seven-figure budgets), CPA discipline, LTV growth, and heavy UGC creative testing — strong functional_expertise and hands_on_execution. Biggest penalties: this is a mobile-app-install, consumer-subscription role requiring TikTok, AppsFlyer, and App Store ads, none of which appear in the profile. His attribution expertise is Shopify/Facebook Offline Conversions API (web e-commerce), not mobile MMP measurement. Because multiple HARD requirements (TikTok, app install campaigns, AppsFlyer) are unmet, hard_requirements_fit and passes_all_hard are low/false, capping the overall score despite strong adjacent Meta/DTC strength that should not be over-transferred.",
"evidence_snippets": [
"scaled the company's paid social media expenditure from a six-figure monthly budget to a seven-figure monthly budget",
"His approach included the utilization of user-generated content (UGC) for creative testing",
"integrated Shopify transaction data with Facebook's Offline Conversions API through Zapier, which halved the average cost per purchase",
"scaling Pop On Veneers' marketing channels from $400k to nearly $1M in monthly ad spend, with a particular focus on Facebook ad spend",
"I led creative ideation, produced UGC, and boosted site conversion rates from 1% to 3% via A/B testing",
"tools: AdEspresso, AdRoll, Canva, Ecommerce tools (Shopify, Magento, etc)",
"His approach included the utilization of user-generated content (UGC) for creative testing... scaled the company's paid social media expenditure from a six-figure monthly budget to a seven-figure monthly budget.",
"Deep Meta expertise (\"scaled...paid social media expenditure from a six-figure monthly budget to a seven-figure monthly budget\") but no TikTok, no app install campaigns, no AppsFlyer."
],
"three_rs": {
"reject": "Fails hard requirements for TikTok paid social, mobile app install campaigns, and AppsFlyer attribution — all central to this mobile-app subscription role.",
"risk": "Attribution and optimization experience is web/Shopify e-commerce rather than mobile MMP payback windows; may need ramp on app install mechanics and TikTok. Rate ($150/hr) may exceed retainer budget.",
"reward": "If Meta-only were acceptable, he'd be a strong hands-on operator: proven UGC creative testing, CPA discipline, and large-budget scaling in DTC/subscription contexts."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta/Facebook paid social with proven scaling and CPA control",
"evidence": "scaled...from a six-figure monthly budget to a seven-figure monthly budget... CPA that was 10% lower than the company's target"
},
{
"reason": "Heavy UGC-style creative testing instincts (a nice-to-have)",
"evidence": "heavy user-generated content (UGC) creative testing, a simplified account structure, and broader audiences"
},
{
"reason": "Hands-on operator who personally produces creative and runs tests",
"evidence": "I led creative ideation, produced UGC, and boosted site conversion rates from 1% to 3% via A/B testing"
}
],
"hard_fail_reasons": [
"req-001: No evidence of TikTok paid social expertise; all paid social evidence is Meta/Facebook only.",
"req-003: No evidence of mobile app install campaigns; work is web/e-commerce (Shopify) conversion funnels.",
"req-004: No AppsFlyer attribution experience; attribution work centers on Shopify + Facebook Offline Conversions API, not mobile MMPs.",
"req-010 (important): No App Store ads experience shown.",
"req-016 (preferred): No Amplitude experience shown."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kyleelutz11_at_gmail_com",
"email": "kyleelutz11@gmail.com",
"name": "Kylee Lutz",
"score": 42,
"passes_all_hard": false,
"summary": "Kylee is a seasoned fractional CMO / growth executive with broad full-funnel experience (paid search, paid social, CTV, streaming audio, programmatic, CRM) across health, wellness, beauty, and e-commerce. She shows real paid media breadth and strong measurement/CRO instincts, but the profile is dominated by strategy/leadership and lead-gen (CPL) work, not deep hands-on paid-social specialist execution. Critically, there is no evidence of mobile app install campaigns, no AppsFlyer attribution, no consumer subscription app / free-trial payback experience, and the orientation is a multi-channel executive rather than a single-channel specialist operator. This is a fundamentally different lane than the app-install paid-social specialist Peggy needs.",
"synthesis_quote": "architected full‑funnel strategies—spanning paid search, social, CTV, streaming audio, programmatic display, email, and CRM—that have generated more than $1 billion in trackable revenue",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Oversee $80MM+ annual: Paid Search, Paid Social, CTV, and Streaming Audio ... no mention of app install, AppsFlyer, or subscription-app payback",
"rationale": "Multiple hard requirements fail: no mobile app install campaign experience, no AppsFlyer attribution, no single-channel specialist focus (she is a multi-channel CMO), and no consumer subscription/free-trial payback context. Some paid social presence exists but not as a deep hands-on TikTok+Meta app-install specialist."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "managing Google Ads and Meta campaigns—while leading creative testing and optimization",
"rationale": "Real paid media experience and creative testing at Gisou/Ideal Image, but it is B2C lead-gen and e-commerce/med-spa, spread across many channels. Paid social is one line item among CTV, search, streaming; not the specialist depth on Meta+TikTok app installs the role demands."
},
"industry_audience_relevance": {
"score": 35,
"weight": 12,
"evidence": "target_buyer includes Parents / Children; industries Ecommerce, Media, Marketplaces, health/wellness",
"rationale": "B2C consumer experience and a Parents/Children audience tag are mildly relevant, but no consumer subscription app, no parenting/family app, and no US-parent-of-5-15 audience proof. Med-spa/telehealth/beauty are adjacent B2C but not app subscription."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "overhauling keyword strategies, refining ad copy, and configuring automated bid rules; maintain and optimize the Google Merchant Center product feed",
"rationale": "Reformation and Gisou show genuine hands-on execution, but most recent titles (Head of Growth, Interim CMO, CEO/fractional CMO) are leadership/oversight of $80MM+ budgets and teams. Mixed operator/advisory signal; the role needs a pure operator."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "Reduced CPL by 35%, growing incremental volume by 25%; Piloted and expanded team for an MMM model",
"rationale": "Strong diagnosis, prioritization, MMM, and GTM planning judgment — a genuine strength — though oriented toward multi-channel budget allocation rather than single-channel creative iteration."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "tools include Facebook, Instagram, Tiktok, Google Analytics, CRMs, A/B testing tools",
"rationale": "Has Meta/TikTok/Instagram and analytics tools listed and A/B testing platforms, but no AppsFlyer, no Amplitude, no App Store ads — the mobile-attribution stack this role centers on is absent."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "60% year‑over‑year growth in qualified lead volume; 18% lower CPL; Combined mail + digital campaigns delivered 18% lower CPL",
"rationale": "Clear measurement and optimization discipline with CPL/ROAS/MMM, but metrics are lead-gen/CPL and MMM, not day-1/day-7 free-trial payback or LTV:CAC in a subscription-app context."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: active; has_availability: true",
"rationale": "Available and US-based (Atlanta). At $100/hr, a full-stack single-channel engagement could exceed the $7-8K/month retainer target; her CMO-tier positioning also suggests higher-than-retainer expectations."
}
},
"final_score_rationale": "The dominant penalty is hard-requirement failure: no mobile app install campaign experience, no AppsFlyer attribution, no consumer subscription/free-trial payback experience, and no App Store ads. Just as important, Kylee's profile is a multi-channel fractional-CMO / growth-leadership lane (overseeing $80MM+ across search, social, CTV, streaming) — the opposite of the deep single-channel paid-social specialist operator Peggy wants. Her strengths in MMM, CPL optimization, and full-funnel strategy are real but largely non-transferable to app-install paid social with early-payback measurement. Modest credit is given for genuine Meta/TikTok/creative-testing exposure at Gisou and Ideal Image and strong measurement judgment, which lifts strategy and measurement scores, but not enough to offset the specialist and app-install gaps.",
"evidence_snippets": [
"Oversee $80MM+ annual: Paid Search, Paid Social, CTV, and Streaming Audio, partnering with finance on P&L insights",
"managing Google Ads and Meta campaigns—while leading creative testing and optimization",
"Piloted and expanded team for an MMM model and influencer/UGC campaigns",
"Reduced CPL by 35%, growing incremental volume by 25%, and boosting studio trial bookings by 15%",
"As a fractional CMO, she has architected full‑funnel strategies",
"preferred_hourly_pay_rate: $100/hr",
"architected full‑funnel strategies—spanning paid search, social, CTV, streaming audio, programmatic display, email, and CRM—that have generated more than $1 billion in trackable revenue",
"Oversee $80MM+ annual: Paid Search, Paid Social, CTV, and Streaming Audio ... no mention of app install, AppsFlyer, or subscription-app payback"
],
"three_rs": {
"reject": "No app install experience, no AppsFlyer, no subscription-app payback, and a CMO/multi-channel profile rather than a single-channel paid-social specialist operator.",
"revise": "If seeking a fractional growth strategist for multi-channel B2C acquisition, she could fit a different role.",
"reconsider": "Would need concrete evidence of Meta/TikTok mobile app install campaigns, AppsFlyer attribution, and day-1/day-7 free-trial payback optimization to be viable here."
},
"match_reasons": [
{
"reason": "Genuine paid media and Meta/TikTok creative-testing exposure",
"evidence": "managing Google Ads and Meta campaigns—while leading creative testing and optimization"
},
{
"reason": "Strong measurement and optimization discipline",
"evidence": "Reduced CPL by 35%, growing incremental volume by 25%"
},
{
"reason": "B2C consumer and parents/children audience exposure",
"evidence": "target_buyer includes Parents / Children"
}
],
"hard_fail_reasons": [
"req-003 Mobile app install campaigns: no evidence anywhere in profile of app install campaigns for a consumer/subscription app.",
"req-004 AppsFlyer attribution: no mention of AppsFlyer or mobile attribution; measurement is CPL/MMM/GA-based.",
"req-001/req-005/req-017 Specialist single-channel operator: profile is a multi-channel fractional CMO overseeing $80MM+ across search, social, CTV, streaming — not a deep, hands-on single-channel paid-social specialist.",
"req-006 Rapid video creative iteration: only general creative testing referenced; no evidence of high-volume short-form/UGC video iteration for a launch."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "leah_lockyer_at_gmail_com",
"email": "leah.lockyer@gmail.com",
"name": "Leah Lockyer",
"score": 59,
"passes_all_hard": false,
"summary": "Leah is a seasoned full-funnel growth marketer with 20+ years of hands-on execution, deep paid media experience across Meta/TikTok/Google, and proven ownership of ~$2M+/month in spend. However, she is a multi-channel growth generalist, not a single-channel paid social specialist. Critically, her profile shows no evidence of mobile app install campaigns or AppsFlyer attribution fluency — both HARD requirements for this app-launch role — and her work skews heavily ecommerce/DTC web and B2B rather than mobile app subscription growth. She fails multiple hard requirements.",
"synthesis_quote": "Proven ownership of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest, email & SMS marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok... Proven management of ~$2M+/month in paid media spend",
"rationale": "Strong hands-on paid social (Meta/TikTok) satisfies req-001/002, but no evidence of mobile app install campaigns (req-003) or AppsFlyer (req-004), and she is a multi-channel generalist rather than the single-channel specialist the role demands (req-005/017). Multiple hard requirements unmet."
},
"functional_expertise": {
"score": 68,
"weight": 20,
"evidence": "managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok... Achieved and exceeded ROAS targets",
"rationale": "Genuine, deep paid media functional expertise across Meta and TikTok, but the depth is spread across many channels and oriented to ecommerce/lead-gen web funnels, not paid-social specialism for app installs. Plausible-to-strong on the general skill, weaker on the specific role focus."
},
"industry_audience_relevance": {
"score": 50,
"weight": 12,
"evidence": "target_buyer includes Parents / Children; industries include Apps, Subscriptions; B2C and B2B experience",
"rationale": "Lists Apps and Subscriptions industries and Parents/Children as a target buyer, giving surface relevance, but no concrete work-history example of a consumer subscription app or parenting/family audience. Most detailed work is ecommerce/wholesale/pharmacy. Generic fit only."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "Over 20 years of hands-on execution experience, including paid media management... hands-on strategy and execution of digital marketing",
"rationale": "Clearly an operator who personally builds and executes campaigns, managed budgets in-house, built programs from the ground up. Strong hands-on signal, though some recent roles are fractional-head/CMO advisory blends."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "Develop data-driven strategic plan to maximize campaign performance... Build forecasts, reports and establish KPIs and attribution models",
"rationale": "Strong diagnosis, forecasting, testing and prioritization judgment demonstrated across multiple engagements; translates business goals into marketing plans. Solid strategic capability."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Google Analytics, Klaviyo, Shopify, A/B testing tools",
"rationale": "Has Meta/TikTok ad platforms and analytics/testing tools, but lacks the mobile-specific stack this role hinges on — no AppsFlyer, no Amplitude, no App Store ads tooling. Web/ecommerce-centric toolset."
},
"measurement_optimization": {
"score": 72,
"weight": 6,
"evidence": "Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)... decrease acquisition cost (CAC) by 30%",
"rationale": "Strong CAC/LTV/ROAS measurement and optimization track record. However no evidence of day-1/day-7 payback window measurement or mobile attribution, which is the specific measurement context here."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $150/hr; status: active, has_availability: true",
"rationale": "Available and active, but $150/hr implies a rate that likely exceeds the $7-8k/month fully-loaded retainer for a focused single-channel engagement. Budget fit is questionable; timezone (US/PT) is fine."
}
},
"final_score_rationale": "The biggest positives are Leah's genuine hands-on paid media depth (Meta/TikTok included), ~$2M+/month spend management, and strong measurement/strategy judgment. The decisive penalties are hard-requirement failures: no evidence of mobile app install campaigns (req-003), no AppsFlyer fluency (req-004), and a clear generalist/multi-channel profile that conflicts with the single-channel paid social specialist mandate (req-005/req-017). Her strongest evidence is in ecommerce/DTC web and B2B lead-gen — a different lane that does not transfer to consumer subscription app install growth. Because multiple HARD requirements are unmet, passes_all_hard is false and the score is capped in the mid-range despite real paid media skill.",
"evidence_snippets": [
"Proven management of ~$2M+/month in paid media spend",
"Deep expertise across all channel media platforms (SEO/SEM): Meta, Google, Pinterest, TikTok, Reddit, LinkedIn",
"As a fractional growth marketer for the last 8 years, I focus on hands-on strategy and execution of digital marketing for both B2C and B2B brands",
"Demonstrated ownership of budget, strategy, and performance metrics (CAC, MER, LTV)",
"Successfully managed and optimized full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok, Reddit, SEO, email and SMS",
"Strong analytical mindset with experience in attribution and reporting tools",
"Proven ownership of ~$2M+/month in paid media spend across all major channels: Meta, Google, TikTok, LinkedIn, Pinterest, email & SMS marketing.",
"Deep expertise across all channel media platforms: Meta, Google, Pinterest, TikTok... Proven management of ~$2M+/month in paid media spend"
],
"three_rs": {
"reject_reasons": [
"No evidence of mobile app install campaigns for a consumer/subscription app (req-003 HARD)",
"No evidence of AppsFlyer attribution fluency or day-1/day-7 mobile payback measurement (req-004 HARD)",
"Profile is a multi-channel full-funnel growth generalist, not the single-channel paid social specialist the role explicitly requires (req-005/req-017)"
],
"refer_reasons": [
"Genuine hands-on Meta and TikTok paid media experience managing ~$2M+/month",
"Strong measurement discipline with CAC/LTV/ROAS ownership"
],
"recommend_reasons": []
},
"match_reasons": [
{
"reason": "Deep hands-on paid media experience including Meta and TikTok",
"evidence": "full-funnel digital advertising campaigns across Google, Meta, Bing, LinkedIn, TikTok"
},
{
"reason": "Proven large-scale paid spend and performance ownership",
"evidence": "Proven management of ~$2M+/month in paid media spend"
},
{
"reason": "Operator who executes hands-on, not just advises",
"evidence": "Over 20 years of hands-on execution experience, including paid media management"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No work-history evidence of running mobile app install campaigns for a consumer/subscription app; experience is ecommerce/DTC web and B2B lead-gen.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile attribution/MMP tooling; listed analytics are GA, GTM, TripleWhale, Shopify.",
"req-005 / req-017 (Single-channel specialist): Profile positions her as a cross-channel/omni-channel growth generalist and fractional head of marketing, not a focused single-channel paid social specialist executing deep on one channel."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "nehadivanji_at_gmail_com",
"email": "nehadivanji@gmail.com",
"name": "Neha Divanji",
"score": 56,
"passes_all_hard": false,
"summary": "Neha is a growth/paid marketer with genuine hands-on Meta and TikTok media buying experience (managed Meta/Instagram/TikTok spend at DAYMADE and Scandinavian Biolabs, decreased CAC 25%) and B2C DTC/subscription exposure. However, her profile shows no evidence of the two most role-specific HARD requirements: mobile app install campaign experience and AppsFlyer attribution fluency. Her work skews toward e-commerce/lead-gen funnels rather than app install/day-1/day-7 payback optimization. She has TikTok and Meta as tools and B2C parenting-audience exposure, but the specialist app-install profile Peggy needs is not demonstrated. She fails multiple hard requirements and cannot pass as-is.",
"synthesis_quote": "Managed Meta and Instagram spend. Decreased CAC by 25% / Managed TikTok spend and Google Ad Spend. Scaled these channels.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "Managed Meta and Instagram spend... Managed TikTok spend; but no app install or AppsFlyer evidence",
"rationale": "Meta/TikTok hands-on media buying is proven, satisfying req-001/002. But mobile app install campaigns (req-003) and AppsFlyer attribution (req-004) have zero evidence, and payback-window optimization is absent. Two hard requirements are unmet, so this score must be low."
},
"functional_expertise": {
"score": 62,
"weight": 20,
"evidence": "Reduced CAC by 25% by optimising the ad setup on Meta and TikTok; Scaled media spend on Meta and TikTok",
"rationale": "Real paid social buying depth on Meta and TikTok with CAC results, but framed around e-commerce/lottery/lead-gen rather than app install acquisition; creative-strategy ownership is only lightly referenced (creative testing at Scandinavian Biolabs)."
},
"industry_audience_relevance": {
"score": 60,
"weight": 12,
"evidence": "industries include Apps, Ecommerce, Subscriptions, DTC; target_buyer includes Parents / Children, Consumers (B2C)",
"rationale": "Broad B2C/DTC/subscription exposure and a parents/children audience tag are relevant, but there is no concrete parenting-app or consumer-subscription-app engagement described in work history."
},
"hands_on_execution": {
"score": 68,
"weight": 15,
"evidence": "Reduced CAC by 25% by optimising the ad setup on Meta and TikTok; Increased conversion rates by 15% by optimising landing pages",
"rationale": "Clearly an operator who personally optimizes ad setup, landing pages, and funnels. Some CMO/team-management framing (managing performance marketers) dilutes the pure IC signal, but hands-on execution is credible."
},
"strategy_and_judgment": {
"score": 62,
"weight": 10,
"evidence": "Revamped the ad strategy to target TOF, MOF, BOF - Decreased CAC by 20%; Created clear Ideal Customer Personas",
"rationale": "Shows funnel diagnosis, persona work, and channel scaling judgment, but no explicit find-the-winner single-channel prioritization under a launch timeline."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Google Analytics, Looker; no AppsFlyer or Amplitude listed",
"rationale": "Core ad platforms (Meta, TikTok) are present, but the role-critical MMP/attribution stack (AppsFlyer, Amplitude) is entirely absent from the tool list."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "Decreased CAC by 25%; Decreased the CPL by 33% and reduced junk leads by 90%",
"rationale": "Strong CAC/CPL/conversion optimization track record, but measurement is web/lead-based, not day-1/day-7 free-trial payback or LTV:CAC via app attribution."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr; location: London, GB; status: onboarded, has_availability: true",
"rationale": "Available and onboarded, and $60/hr is within range for a ~$7.5k retainer. London timezone is a soft mismatch for a founder-collaborative, fast-iteration US launch role."
}
},
"final_score_rationale": "Biggest positives: genuine hands-on Meta and TikTok media buying with repeated CAC reductions (25%), and B2C/DTC/subscription breadth. Biggest penalties: no evidence of mobile app install campaigns (HARD req-003), no AppsFlyer/MMP attribution fluency (HARD req-004), and no day-1/day-7 payback or LTV:CAC optimization for an app. Her strengths are largely in e-commerce/lottery/lead-gen paid acquisition, which does not fully transfer to the app-install specialist profile Peggy requires. She fails hard requirements and lands in the mid-50s.",
"evidence_snippets": [
"Managed Meta and Instagram spend. Decreased CAC by 25%",
"Managed TikTok spend and Google Ad Spend. Scaled these channels.",
"Reduced CAC by 25% by optimising the ad setup on Meta and TikTok",
"Increased conversion rates by 15% by optimising for landing pages and ad relevance",
"tools: Facebook, Instagram, Tiktok, Google Analytics, Looker",
"Decreased the CPL by 33% and reduced junk leads by 90%",
"Managed Meta and Instagram spend. Decreased CAC by 25% / Managed TikTok spend and Google Ad Spend. Scaled these channels.",
"Managed Meta and Instagram spend... Managed TikTok spend; but no app install or AppsFlyer evidence"
],
"three_rs": {
"reach": "Has run Meta, Instagram, and TikTok paid campaigns to B2C audiences including a parents/children segment, so she can reach the target demographic on the right platforms.",
"resonance": "Demonstrated creative/ad optimization and persona work that lifted conversion and lowered CAC, but no proof of UGC/short-form video creative production for app installs.",
"results": "Consistent CAC/CPL reductions (20-33%) and channel scaling, though measured on e-commerce/lead-gen outcomes rather than app free-trial payback or LTV:CAC."
},
"match_reasons": [
{
"reason": "Hands-on Meta and TikTok media buying with CAC results",
"evidence": "Managed TikTok spend and Google Ad Spend. Scaled these channels; Reduced CAC by 25% by optimising the ad setup on Meta and TikTok"
},
{
"reason": "B2C/DTC subscription and parents audience exposure",
"evidence": "industries: Apps, Ecommerce, Subscriptions, DTC; target_buyer includes Parents / Children"
}
],
"hard_fail_reasons": [
"req-003 Mobile app install campaigns: No evidence of running app install campaigns; work history is e-commerce, lottery, and lead-gen focused.",
"req-004 AppsFlyer attribution fluency: AppsFlyer is absent from tools and no mobile attribution/payback-window measurement is shown.",
"req-006/req-009 (support): No demonstrated day-1/day-7 free-trial payback or app LTV:CAC optimization, weakening the app-specialist fit even where Meta/TikTok skills exist."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kristinanehoroseva_at_gmail_com",
"email": "Kristinanehoroseva@gmail.com",
"name": "Kristina Nehoroseva",
"score": 59,
"passes_all_hard": false,
"summary": "Kristina is a senior paid social specialist with 10+ years driving Meta and TikTok media and creative strategy across major global B2C/B2B brands, including scaling paid social budgets at Bumble and pioneering TikTok advertising there. She has deep, hands-on paid social and media buying expertise, strong measurement chops (CPA/ROAS/CLV optimization, A/B testing, CAPI/Pixel), and app-related consumer experience (Bumble consumer app, Slingo social casino app). However, the profile does not explicitly evidence AppsFlyer attribution fluency (a HARD requirement) and shows no clear mobile app install (MAI) campaign experience for a subscription app with day-1/day-7 payback windows. Recent role is a Director leading a team, raising some concern about hands-on execution vs. delegation, though earlier roles were clearly hands-on media buying.",
"synthesis_quote": "Led paid social for global B2C/B2B brands... Scaled Snapchat monthly budget from $10K to $150K and pioneered TikTok advertising.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 55,
"weight": 25,
"evidence": "Meta & TikTok paid social depth strong; but 'We use Apps Flyer' fluency and mobile app install campaigns not evidenced; no AppsFlyer mention in profile.",
"rationale": "Meets Meta/TikTok paid social ownership and self-directed senior depth, but two HARD requirements (AppsFlyer attribution fluency, mobile app install campaigns for a consumer/subscription app) are not concretely evidenced, so this must be scored down."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "APAC Paid Media Director at Jellyfish; $10M+ annual budget; 'Scaled monthly paid social budget from $200K to $600K'; 'pioneered TikTok advertising'; 18 A/B tests, CAPI/Pixel.",
"rationale": "Exceptional, specific paid social depth across Meta and TikTok with media and creative strategy, budget scaling, and testing rigor."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Bumble consumer app growth; Slingo 'social casino app' +30% CLV; brands like UGG, Canva, Japan Airlines.",
"rationale": "Consumer app and B2C growth experience is relevant, but no parenting/family or US-parents-of-kids-5-15 audience evidence; APAC focus rather than US consumer subscription."
},
"hands_on_execution": {
"score": 68,
"weight": 15,
"evidence": "'SENIOR MEDIA BUYER' and 'DIGITAL MEDIA BUYER' roles hands-on; recent role 'Lead the paid social team' and 'Led a team of two'.",
"rationale": "Clear hands-on media buying earlier, but most recent Director role emphasizes leading teams and managing agencies, so operator-level execution today is somewhat uncertain for a solo build-from-scratch seat."
},
"strategy_and_judgment": {
"score": 82,
"weight": 10,
"evidence": "'developed audience strategies with clear next steps'; 'Merge a data-driven approach with KPIs to establish strategies'; full-funnel campaigns and A/B testing.",
"rationale": "Strong strategic diagnosis, funnel planning, and testing judgment across many accounts and markets."
},
"tool_platform_fit": {
"score": 62,
"weight": 8,
"evidence": "Meta Pixel, CAPI, Meta Shopping Catalog, GA4, TikTok, Snapchat.",
"rationale": "Strong Meta/TikTok/GA4 tool fit, but the role's specific attribution stack (AppsFlyer) and Amplitude are not mentioned."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "'↓66% cost per lead', '↑120% ROAS', '30% ↓ cost per retained user and 20% ↑ ROAS', '18 A/B tests'.",
"rationale": "Excellent, quantified measurement, KPI ownership, and iterative optimization, though not tied to day-1/day-7 payback specifically."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $140/hr; location: IT; status onboarded, has_availability: true.",
"rationale": "Available and onboarded, but $140/hr implies a rate above the $7,000-$8,000/mo retainer at meaningful hours, and Italy timezone is far from a US founder needing tight collaboration on an ASAP 6-week runway."
}
},
"final_score_rationale": "Biggest positive drivers: elite, quantified paid social depth across Meta and TikTok (Jellyfish $10M+ budgets, Bumble budget scaling and TikTok pioneering), strong measurement/optimization, and solid strategic judgment. Biggest penalties: two HARD requirements are not evidenced — AppsFlyer attribution fluency (no mention) and mobile app install campaigns for a consumer/subscription app with day-1/day-7 payback (Bumble/Slingo are apps but no explicit MAI/install-campaign or subscription free-trial payback work is described). Additional drag: no parenting/family or US-parent audience relevance, recent role skews toward team leadership/agency management rather than solo hands-on execution, and rate/timezone (Italy, $140/hr) fit the ASAP US-founder retainer poorly. She fails passes_all_hard on missing AppsFlyer and app-install evidence.",
"evidence_snippets": [
"APAC Paid Media Director at Jellyfish ... Led paid social for global B2C/B2B brands ... with $10M+ annual budget.",
"Scaled monthly paid social budget from $200K to $600K in one year.",
"Scaled Snapchat monthly budget from $10K to $150K and pioneered TikTok advertising.",
"Managed a $2.4M annual budget across Paid Search, Social, and Programmatic ... 30% increase in CLV for the social casino app Slingo.",
"Led CAPI and Pixel implementation projects; developed audience strategies with clear next steps.",
"preferred_hourly_pay_rate: $140/hr; location: IT",
"Led paid social for global B2C/B2B brands... Scaled Snapchat monthly budget from $10K to $150K and pioneered TikTok advertising.",
"Meta & TikTok paid social depth strong; but 'We use Apps Flyer' fluency and mobile app install campaigns not evidenced; no AppsFlyer mention in profile."
],
"three_rs": {
"recommend": "Consider with reservations",
"reason": "Deep hands-on Meta/TikTok paid social expertise with strong measurement, but missing evidenced AppsFlyer fluency and mobile app install campaign experience — both HARD requirements.",
"risk": "May lack AppsFlyer/app-install install-campaign proficiency; recent director-level focus and Italy timezone/rate create execution and collaboration risk for a solo, ASAP US launch."
},
"match_reasons": [
{
"reason": "Specialist-level Meta and TikTok paid social depth driving media and creative strategy",
"evidence": "Led paid social for global B2C/B2B brands ... $10M+ annual budget; pioneered TikTok advertising"
},
{
"reason": "Strong quantified optimization and testing rigor",
"evidence": "↓66% cost per lead, ↑120% ROAS, 18 A/B tests; 30% ↓ cost per retained user"
},
{
"reason": "Consumer app growth experience",
"evidence": "Growth Marketing Manager at Bumble ... 5-10% MoM user growth; +30% CLV for social casino app Slingo"
}
],
"hard_fail_reasons": [
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer anywhere in the profile; attribution work cited is Meta Pixel/CAPI and GA4, not the role's required AppsFlyer stack for day-1/day-7 payback.",
"req-003 (Mobile app install campaign experience for a consumer/subscription app): No explicit evidence of running app install (MAI) campaigns or free-trial subscription payback optimization; Bumble/Slingo are apps but the profile describes user growth/CLV, not install-campaign ownership with early payback windows."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "socialjeneration_at_gmail_com",
"email": "socialjeneration@gmail.com",
"name": "Jenny Cervantes",
"score": 35,
"passes_all_hard": false,
"summary": "Jenny is a seasoned organic social media manager with 10 years of experience in content strategy, influencer marketing, community management, and brand storytelling for major consumer brands. However, this role requires a hands-on paid social specialist who owns Meta/TikTok paid acquisition, mobile app install campaigns, AppsFlyer attribution, and rapid video creative iteration toward day-1/day-7 payback. Jenny's profile is overwhelmingly organic-focused with only passing mentions of \"paid\" amplification, no app install campaign experience, no AppsFlyer, and no consumer subscription app performance-marketing evidence. She fails multiple hard requirements.",
"synthesis_quote": "I specialize in both organic and paid campaigns, brand storytelling, platform strategy, and community building.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "roles: Social Media Manager; skills: Organic social strategy across various social channels, Community management, UGC management, Influencer Marketing",
"rationale": "Multiple hard requirements are unmet: no specialist paid social (Meta/TikTok media buying) evidence, no mobile app install campaigns, no AppsFlyer, no single-channel paid acquisition ownership. Her paid mentions are 'boosting' and 'media amplification' alongside influencer work, not performance media buying."
},
"functional_expertise": {
"score": 35,
"weight": 20,
"evidence": "Led organic social media strategy... Owned the creation and management of organic campaigns across multiple platforms, optimizing boosting strategies",
"rationale": "Deep functional expertise, but it sits in organic social, influencer, and brand storytelling — a different lane from paid social acquisition. 'Optimizing boosting strategies' is the closest to paid but is not campaign-manager-level media buying. Not transferable to this role's core function."
},
"industry_audience_relevance": {
"score": 30,
"weight": 12,
"evidence": "target_buyer includes Parents / Children; industries: Ecommerce, Marketplaces, Media; B2C audience",
"rationale": "Some B2C consumer brand and 'Parents / Children' audience relevance, but no consumer subscription app, no free-trial monetization, and no parenting/family app experience. Brands are large CPG/retail (Guinness, Cheerios, Kohl's), not early-stage subscription apps."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "Handled 80-100 mentions daily; Led the development and execution of monthly content calendars; building relationships with 10+ creators",
"rationale": "Clearly hands-on as an operator, but on organic content, community, and influencer execution — not building/iterating paid video ad creative or managing ad account optimization. Much recent work is strategist/agency-management oriented."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "Developed and executed social media strategies aligned with business objectives; Partnered with Analytics to define KPIs and deliver performance dashboards",
"rationale": "Solid strategic planning and KPI orientation, but framed around brand engagement and organic growth rather than diagnosing paid channel/creative winners against payback economics."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Hootsuite, Sprout Social, Later, Canva",
"rationale": "Platform presence on Meta/TikTok exists but only via organic scheduling/publishing tools (Hootsuite, Sprout, Later). No Meta Ads Manager, TikTok Ads Manager, AppsFlyer, or Amplitude — the tools this role explicitly needs."
},
"measurement_optimization": {
"score": 40,
"weight": 6,
"evidence": "define KPIs and deliver performance dashboards to senior leadership... improved campaign efficiency by 15%; +30% YoY organic engagement",
"rationale": "Shows KPI/dashboard fluency and efficiency gains, but metrics are engagement/reach/traffic — not LTV:CAC, day-1/day-7 payback, or attribution-based paid optimization required here."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $45/hr; location: Portage, Indiana, US",
"rationale": "Active, available, US-based, and rate ($45/hr) is comfortably within the retainer budget. Fit on soft logistics, but availability cannot offset hard skill gaps."
}
},
"final_score_rationale": "The dominant driver is a failure of hard requirements: this role demands a hands-on paid social specialist (Meta + TikTok media buying), mobile app install campaign experience, AppsFlyer attribution, single-channel paid acquisition ownership, and rapid paid video creative iteration toward day-1/day-7 payback. Jenny's profile is a strong organic/influencer/community social manager — a genuinely different lane. Her only paid references are 'boosting' and 'media amplification' bundled with influencer campaigns, which do not rise to performance media buying. No AppsFlyer, no Amplitude, no ad-manager tools, no app install or subscription-app performance evidence. Soft fit (availability, US timezone, budget) is fine but immaterial given the hard fails. Slight credit for B2C brand breadth and a 'Parents / Children' audience tag, but not enough to transfer.",
"evidence_snippets": [
"I specialize in both organic and paid campaigns, brand storytelling, platform strategy, and community building.",
"Owned the creation and management of organic campaigns across multiple platforms, optimizing boosting strategies, audience segmentation, and ROI performance",
"Led influencer marketing launch for Dr Teal's Melatonin Sugar Scrub, building relationships with 10+ creators",
"skills: Organic social strategy across various social channels, Community management, UGC management, Influencer Marketing",
"tools: Canva, Facebook, Hootsuite, Instagram, Later, Pinterest, Snapchat, Sprout Social, Tiktok, Twitter",
"Partnered with Analytics to define KPIs and deliver performance dashboards to senior leadership",
"roles: Social Media Manager; skills: Organic social strategy across various social channels, Community management, UGC management, Influencer Marketing",
"Led organic social media strategy... Owned the creation and management of organic campaigns across multiple platforms, optimizing boosting strategies"
],
"three_rs": {
"role_fit": "Weak. Candidate is an organic social/influencer/community specialist, not a paid social acquisition operator, which is the core of this role.",
"readiness": "Available and within budget, but not ready to execute paid app-install media buying, AppsFlyer attribution, or payback-driven optimization on day one.",
"risk": "High delivery risk: no evidence of Meta/TikTok ad account management, app install campaigns, or subscription-app performance marketing under a 6-week launch timeline."
},
"match_reasons": [
{
"reason": "Deep experience across Meta/TikTok platforms and consumer brands",
"evidence": "10 years of experience leading social media, content, and influencer strategies; tools include Tiktok, Facebook, Instagram"
},
{
"reason": "Some B2C parenting-audience relevance",
"evidence": "target_buyer: Parents / Children; audiences: Consumers (B2C)"
},
{
"reason": "Available, US-based, and within budget",
"evidence": "has_availability: true; $45/hr; location: Portage, Indiana, US"
}
],
"hard_fail_reasons": [
"req-001 (Deep hands-on paid social Meta+TikTok): Profile is organic/influencer-focused; only 'boosting' and 'media amplification' mentions, no specialist paid media buying evidence.",
"req-002 (Paid social channel ownership): No evidence of owning paid Meta/TikTok campaigns end to end; platform use is organic publishing.",
"req-003 (Mobile app install campaigns): No app install campaign experience anywhere in the profile.",
"req-004 (AppsFlyer attribution): No AppsFlyer or mobile attribution experience; tools are organic schedulers (Hootsuite, Sprout, Later).",
"req-005 (Full end-to-end single-channel paid ownership): Experience is organic strategy/agency management, not paid single-channel acquisition ownership.",
"req-006 (Rapid paid video creative iteration toward LTV:CAC): Creative work is organic/UGC/influencer, not paid ad creative iterated against payback economics."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "1001juanjaramillo_at_gmail_com",
"email": "1001juanjaramillo@gmail.com",
"name": "Juan Jaramillo",
"score": 59,
"passes_all_hard": false,
"summary": "Juan is a senior growth/performance marketer with 15+ years of experience and deep, hands-on paid social expertise across TikTok and Meta, having scaled TikTok from $0 to $500K/month and currently managing $500K+/month in Meta spend. He has strong app/user-acquisition experience, a subscription-model track record (LTV +600%), and directly relevant work as a \"Paid Social Media Marketer at English4Kids\" (a kids/parenting-adjacent app). He is a TikTok preferred partner with UGC/creator-program instincts. The core gaps against HARD requirements are: no explicit evidence of AppsFlyer attribution fluency, and mobile app-install campaign experience is implied (ASO skill listed, Apps industry) but not concretely demonstrated. These unproven HARD items prevent a clean pass.",
"synthesis_quote": "Expert in TikTok ads, scaled my last company from $0 to $500,000 in monthly spend in 6 months... Currently managing over $500,000 in Meta exceeding the KPIs of the companies I contract for.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 68,
"weight": 25,
"evidence": "\"Expert in TikTok ads... $0 to $500,000 in monthly spend\"; \"Currently managing over $500,000 in Meta\"; \"Paid Social Media Marketer at English4Kids\"; but no AppsFlyer mention and app-install campaigns only implied via ASO skill.",
"rationale": "Strong on paid social (Meta+TikTok), single-channel ownership, creative iteration and self-directed operator work. Fails on AppsFlyer fluency (absent) and lacks concrete mobile app-install campaign proof, so cannot pass all hard requirements."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "\"Drove the TikTok user acquisition strategy from $0 to $500,000/month in spend\"; \"Director of User Acquisition at Keen, overseeing a $14M annual performance marketing budget... lowest CAC in company history.\"",
"rationale": "Exceptional, concrete depth in paid social/performance marketing across Meta and TikTok with real budget scale and CAC outcomes — directly the core function of this role."
},
"industry_audience_relevance": {
"score": 80,
"weight": 12,
"evidence": "\"Paid Social Media Marketer at English4Kids\" (kids/parenting-adjacent app); industries include \"Apps\", target_buyer \"Parents / Children\"; \"subscription model that increased lifetime value by 600%.\"",
"rationale": "Strong relevance: kids-education product, parents/children audience, apps industry, and subscription monetization all align with Peggy's parenting subscription app. Not a perfect parenting-app match but close."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "\"Created an advertising bot using the Facebook Ads Marketing API\"; \"Implemented tracking across website and all advertising channels\"; \"managed the initial channel mix from strategy to execution.\"",
"rationale": "Clear operator who builds, ships, and executes personally including API tooling and tracking. Some executive/team-lead framing slightly dilutes but hands-on evidence is strong."
},
"strategy_and_judgment": {
"score": 83,
"weight": 10,
"evidence": "\"Created the testing framework which helped them identify their message to customer fit within one month\"; \"built the go-to-market strategy, resulting in $1M+ in crowdfunding.\"",
"rationale": "Demonstrates diagnosis, testing frameworks, prioritization and GTM planning — good judgment for finding a winning channel/creative combo."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "tools list includes \"Tiktok\", \"Facebook\", \"Instagram\", \"Snapchat\", \"Segment\", \"Looker\", \"Heap\"; skill \"ASO (App store optimization)\".",
"rationale": "Strong on core ad platforms and analytics, and ASO listed. But AppsFlyer and Amplitude — the role's named attribution/analytics stack — are not present, lowering fit."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "\"increasing ROI by 200% in just six months\"; \"increased lifetime value by 600%\"; \"Implemented the necessary performance marketing tracking required to scale Meta and TikTok Ads.\"",
"rationale": "Solid measurement/optimization track record with ROI, LTV, and CAC ownership; but no explicit day-1/day-7 payback window or AppsFlyer attribution experience."
},
"availability_budget_fit": {
"score": 80,
"weight": 4,
"evidence": "location \"San Francisco, California, US\"; \"preferred_hourly_pay_rate: $75/hr\"; \"status: active\", \"has_availability: true\".",
"rationale": "US-based, active, available; $75/hr aligns reasonably with the $7-8K/month retainer band. Good fit on soft availability/budget criteria."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, concrete paid-social functional expertise (TikTok $0→$500K/mo, Meta $500K+/mo, $14M UA budget, lowest CAC in company history), strong hands-on execution, relevant kids/parenting-app and subscription audience experience, and a TikTok preferred-partner/UGC edge. Penalties: two HARD requirements are unproven — AppsFlyer attribution fluency is entirely absent from the profile, and mobile app-install campaign experience is only implied (ASO listed, Apps industry) rather than concretely demonstrated. Amplitude is also absent. These gaps set passes_all_hard to false and cap the hard_requirements_fit and tool_platform_fit scores, but the overall paid-social strength keeps the composite high.",
"evidence_snippets": [
"Expert in TikTok ads, scaled my last company from $0 to $500,000 in monthly spend in 6 months... Currently managing over $500,000 in Meta",
"Director of User Acquisition at Keen... overseeing a $14M annual performance marketing budget and delivering the highest customer growth and lowest CAC in company history",
"Paid Social Media Marketer at English4Kids (2025-09-30 – Present)",
"subscription model that increased lifetime value by 600% within 6 months",
"Created an advertising bot using the Facebook Ads Marketing API real-time campaign creation increasing leads for the sales team by 400%",
"I'm a preferred partner at TikTok and have introduced several brands to TikTok One",
"Expert in TikTok ads, scaled my last company from $0 to $500,000 in monthly spend in 6 months... Currently managing over $500,000 in Meta exceeding the KPIs of the companies I contract for.",
"\"Expert in TikTok ads... $0 to $500,000 in monthly spend\"; \"Currently managing over $500,000 in Meta\"; \"Paid Social Media Marketer at English4Kids\"; but no AppsFlyer mention and app-install campaigns only implied via ASO skill."
],
"three_rs": {
"reject": "AppsFlyer attribution fluency (req-004, HARD) — no mention anywhere in profile; and concrete mobile app-install campaign experience (req-003, HARD) not demonstrated.",
"request": "Ask for specific examples of AppsFlyer attribution setup, mobile app-install campaign management (Meta/TikTok/App Store), and any day-1/day-7 free-trial payback optimization.",
"recommend": "Strong paid-social specialist candidate worth advancing if he can confirm AppsFlyer experience and app-install campaign track record; excellent TikTok/Meta creative and scaling depth."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social at scale",
"evidence": "\"scaled my last company from $0 to $500,000 in monthly spend in 6 months... Currently managing over $500,000 in Meta\""
},
{
"reason": "Senior specialist executing directly, self-directed operator",
"evidence": "\"I was their first marketing consultant hired... managed the initial channel mix from strategy to execution\""
},
{
"reason": "Subscription/LTV optimization and kids-app relevance",
"evidence": "\"subscription model that increased lifetime value by 600%\"; \"Paid Social Media Marketer at English4Kids\""
},
{
"reason": "UGC/creator-driven creative instincts",
"evidence": "\"preferred partner at TikTok... introduced several brands to TikTok One\""
}
],
"hard_fail_reasons": [
"req-004 (AppsFlyer attribution fluency): No evidence of AppsFlyer anywhere in the profile; attribution work references Segment, Looker, Heap, and custom tracking but not AppsFlyer.",
"req-003 (Mobile app install campaign experience): App-install campaign experience is only implied via ASO skill and Apps industry classification; no concrete example of running mobile app install campaigns for a consumer/subscription app is documented."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "b_at_316_interactive_com",
"email": "b@316-interactive.com",
"name": "Bobby Taslimi",
"score": 82,
"passes_all_hard": true,
"summary": "Bobby is a senior Paid Social specialist with deep, hands-on Meta + TikTok experience and a clear specialist (not generalist) profile. He has directly owned paid social end-to-end for multiple consumer apps — including Shotsy, a GLP-1 tracking app where he 5x scaled spend while cutting CPA from $33 to $19-21 via a UGC production system and retention-based creative iteration. His work at Zoe Financial and Jingle Pay shows build-from-scratch, self-directed ownership. The main gaps are explicit AppsFlyer attribution fluency (his listed tools show Google Analytics, Looker, Triplewhale but not AppsFlyer/Amplitude by name) and parenting/family audience specifics, though he lists Parents/Children as a target buyer and has app + subscription experience.",
"synthesis_quote": "\"At Shotsy... Bobby leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21... deploying a proven UGC production system to source and brief creators for performance-driven ads.\"",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Paid Social Media Marketer role; \"leads paid social strategy across Meta and TikTok\" at Shotsy (a subscription tracking app); \"owning everything from A to Z\" at Quest.",
"rationale": "Satisfies the core hard requirements: deep hands-on Meta+TikTok paid social, app install context, full single-channel ownership, video/UGC iteration, and self-directed build-from-scratch work. The one soft spot is no explicit AppsFlyer or Amplitude mention — his stack lists GA, Looker, and Triplewhale (web/DTC attribution) rather than a named MMP. This is a near-adjacent but not documented fluency, so not scored as exceptional, but no hard requirement is contradicted."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "\"scalable testing architecture that prioritized dataset integrity, creative iteration based on retention metrics, and disciplined budget allocation\"; \"5x scaled ad spend while reducing CPA from $33 to $19–$21\".",
"rationale": "Exceptional, concrete paid social depth across multiple accounts with quantified results, structured testing frameworks, and clear media+creative strategy ownership."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Apps; subindustries include Subscriptions; target_buyer includes \"Parents / Children\"; Shotsy is a consumer mobile app with free-trial-style monetization.",
"rationale": "Strong consumer app + subscription adjacency and parents/children listed as a target buyer, but no direct parenting/family app experience. Prior verticals lean fintech/insurance/health."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "\"owning everything from A to Z, consumer research, creative strategy, creative production, and full-funnel ad management\"; \"unlocked paid social from 0 to $2,000/day\".",
"rationale": "Clearly a hands-on operator who personally builds, briefs creative, structures campaigns, and optimizes — no delegation-only advisory pattern."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "\"audit and rebuild their paid social acquisition after Meta ads were underperforming\"; \"uncovered crucial app and infrastructure issues... preventing campaigns from optimizing\".",
"rationale": "Demonstrates diagnosis, prioritization, and translating research into structured creative hypotheses — strong find-the-winner judgment."
},
"tool_platform_fit": {
"score": 70,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Google Analytics, Looker, Triplewhale, Motion, Canva/Photoshop for creative.",
"rationale": "Excellent ad platform and creative tool fit (Meta/TikTok/Motion/Triplewhale), but the role's specified AppsFlyer and Amplitude are not listed by name, capping this dimension."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "\"reducing CPA from $33 to $19–$21\"; \"creative iteration based on retention metrics\"; \"detailed reporting and strategic analysis to continuously improve acquisition efficiency\".",
"rationale": "Strong measurable optimization and reporting cadence; payback-window/LTV:CAC framing is implied via CPA and retention focus but not explicitly day-1/day-7 payback."
},
"availability_budget_fit": {
"score": 88,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $55/hr; location United States.",
"rationale": "Available, US-based, and rate is well within the $7-8K/month retainer envelope; strong ASAP fit for the six-week runway."
}
},
"final_score_rationale": "Biggest drivers: exceptional, quantified, hands-on paid social expertise across Meta and TikTok, including a directly comparable consumer subscription app (Shotsy) with UGC production system, retention-based creative iteration, and 5x scaling at improved CPA. He is a clear specialist doing the work directly and has repeatedly built paid acquisition from scratch working closely with founders — matching the self-directed, single-channel-ownership brief. Penalties: no explicit AppsFlyer or Amplitude fluency (his measurement stack leans web/DTC via GA/Looker/Triplewhale), and no direct parenting/family app experience beyond a listed Parents/Children target buyer. These keep hard_requirements_fit and tool_platform_fit from being higher but do not contradict any hard requirement.",
"evidence_snippets": [
"\"leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21\"",
"\"deploying a proven UGC production system to source and brief creators for performance-driven ads\"",
"\"unlocked paid social from 0 to $2,000/day in ad spend and built the acquisition engine from the ground up\"",
"\"owning everything from A to Z, consumer research, creative strategy, creative production, and full-funnel ad management\"",
"tools: Facebook - Instagram - Tiktok - Motion - Triplewhale; target_buyer: Parents / Children",
"primary_specialty: Paid Social; seniority: Senior",
"\"At Shotsy... Bobby leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21... deploying a proven UGC production system to source and brief creators for performance-driven ads.\"",
"Paid Social Media Marketer role; \"leads paid social strategy across Meta and TikTok\" at Shotsy (a subscription tracking app); \"owning everything from A to Z\" at Quest."
],
"three_rs": {
"reach": "Owns paid social reach across Meta (Instagram/Facebook) and TikTok, the exact channels required, with app-oriented consumer campaigns.",
"resonance": "Deep consumer research translated into structured creative hypotheses and UGC ads; strong short-form/UGC creative instincts demonstrated at Shotsy and Neighbors Bank.",
"reaction": "Optimizes toward CPA/efficiency and retention metrics with disciplined budget allocation and reporting; payback/LTV:CAC framing plausible but not explicitly day-1/day-7."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social specialist",
"evidence": "\"leads paid social strategy across Meta and TikTok\""
},
{
"reason": "Consumer subscription app experience with strong quantified results",
"evidence": "Shotsy, a GLP-1 tracking app; \"5x scaled ad spend while reducing CPA from $33 to $19–$21\""
},
{
"reason": "Self-directed build-from-scratch operator working with founders",
"evidence": "\"built the acquisition engine from the ground up\" (Zoe); \"audit and rebuild their paid social acquisition\" (Jingle Pay)"
},
{
"reason": "Rapid UGC/short-form video creative iteration",
"evidence": "\"proven UGC production system\"; \"creative iteration based on retention metrics\""
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "lucas_mondora_at_gmail_com",
"email": "lucas.mondora@gmail.com",
"name": "Lucas Mondora",
"score": 48,
"passes_all_hard": false,
"summary": "Lucas is a seasoned DTC/ecommerce growth marketer with 9 years scaling Meta and Google Ads for 7-figure CPG and health/lifestyle brands, strong CRO, offer/subscription economics, and creative testing chops. However, his experience is overwhelmingly ecommerce Shopify/web-based paid media (Meta + Google + Shopping), not mobile app install campaigns. There is no evidence of TikTok paid execution, mobile app install (UA) campaigns, AppsFlyer attribution, or Amplitude. This role demands a paid social app-install specialist, and Lucas is fundamentally an ecommerce performance marketer, so multiple HARD requirements fail.",
"synthesis_quote": "E-commerce Growth marketer with 9 years of experience growing DTC and e-commerce brands through Meta Ads, Google Ads, conversion rate optimization, and social performance creative.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "Meta Ads and creative testing present, but 'attribution tools like Triplewhale' with no AppsFlyer, no TikTok paid, no app install campaigns.",
"rationale": "Meta paid + creative testing satisfy part of req-001/002/005/006, but app install (req-003), TikTok paid (req-001/002), and AppsFlyer (req-004) are absent or contradicted. Multiple HARD fails drive this low."
},
"functional_expertise": {
"score": 55,
"weight": 20,
"evidence": "Decreased Meta CPA from $89 to sub $25 via AI enabled performance creative workflows, Meta account rebuild and creative testing; Built AI-First Creative Testing... 22% win rate.",
"rationale": "Genuine depth in Meta paid media and creative testing, but the core function here is paid social app-install which he lacks; much of his weight is Google/Search and CRO, not the requested lane."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "consumer subscription programs, AOV/LTV optimization; target_buyer includes 'Parents / Children'; Subscriptions subindustry.",
"rationale": "Consumer subscription and DTC experience is relevant, and he lists Parents/Children audience, but this is ecommerce CPG/health, not a mobile consumer app for US parents. Partial relevance."
},
"hands_on_execution": {
"score": 65,
"weight": 15,
"evidence": "Optimized Meta ad account and campaign structure; Grew ad spend from $100/day to $2500/day while... managing Meta Ad and Google Ad campaigns.",
"rationale": "Clearly a hands-on operator who builds and manages campaigns directly, though much recent work is fractional leadership/agency coordination; still executes personally."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "prioritizing marketing sprints, blending data, strategy; Tested and optimized offers until scalability and profitable unit economics was found.",
"rationale": "Strong diagnostic and prioritization judgment around offers, LTV/CAC, and scaling — transferable strategic strength."
},
"tool_platform_fit": {
"score": 30,
"weight": 8,
"evidence": "Tools list includes Facebook, Instagram, Tiktok, but attribution stack is 'Triplewhale'; no AppsFlyer, no Amplitude.",
"rationale": "Has Meta/Instagram and lists TikTok as a tool, but no evidence of TikTok paid execution and the critical AppsFlyer/Amplitude mobile attribution stack is missing."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "optimizing for MER and ROAS; monitoring funnel metrics in Hubspot and Google Analytics; 90 day CLTV.",
"rationale": "Strong ROAS/MER/LTV measurement discipline, but oriented to ecommerce web attribution rather than day-1/day-7 app payback via AppsFlyer."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $95/hr; 'TEMPORARILY outside of the American timezones... workday starts at 1pm Pacific'.",
"rationale": "$95/hr roughly fits the $7-8k retainer band, and he's active/available, but current timezone limitation and delayed workday start is a soft concern for an ASAP founder-facing launch role."
}
},
"final_score_rationale": "The score is driven down by multiple HARD requirement failures: no evidence of mobile app install campaigns (req-003), no TikTok paid execution (req-001/002 only partially met via Meta), and no AppsFlyer attribution fluency (req-004) — his attribution stack is Triplewhale for ecommerce. His genuine strengths in Meta paid media, creative testing, and subscription/LTV economics are real but sit in the ecommerce DTC lane rather than mobile consumer-app UA. Per instructions, ecommerce paid media strength is not fully transferable to app-install paid social. He is a strong operator with good judgment (positives), but the specialist app-install/TikTok/AppsFlyer profile the role requires is absent.",
"evidence_snippets": [
"E-commerce Growth marketer with 9 years of experience growing DTC and e-commerce brands through Meta Ads, Google Ads, conversion rate optimization, and social performance creative.",
"growing monthly budgets up to $170K/mo relying on attribution tools like Triplewhale for accurate data.",
"Decreased Meta CPA from $89 to sub $25 via AI enabled performance creative workflows, Meta account rebuild and creative testing.",
"Built AI-First Creative Testing and Ad Production Systems across Facebook Ads and Demand Gen, resulting in a 22% win rate.",
"I am TEMPORARILY outside of the American timezones... My workday starts at 1pm Pacific Daylight Time.",
"Setting omnichannel advertising strategies across Meta, Google Search, Shopping and Display.",
"Meta Ads and creative testing present, but 'attribution tools like Triplewhale' with no AppsFlyer, no TikTok paid, no app install campaigns.",
"Decreased Meta CPA from $89 to sub $25 via AI enabled performance creative workflows, Meta account rebuild and creative testing; Built AI-First Creative Testing... 22% win rate."
],
"three_rs": {
"reach": "Deep Meta paid media reach for DTC/ecommerce audiences; lists TikTok/Instagram as tools but no demonstrated TikTok paid reach or app-install audience targeting.",
"resonance": "Strong creative testing and offer/messaging resonance in ecommerce (22% creative win rate, advertorials, VSLs), but no UGC short-form app-focused video creative evidence.",
"reaction": "Excellent conversion/ROAS/MER/LTV optimization for web/Shopping funnels, but not app day-1/day-7 payback via AppsFlyer/Amplitude."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta paid media and creative testing experience",
"evidence": "Decreased Meta CPA from $89 to sub $25 via AI enabled performance creative workflows, Meta account rebuild and creative testing."
},
{
"reason": "Consumer subscription / LTV economics familiarity",
"evidence": "optimizing offer positioning, AOV, LTV, and subscription programs to achieve MER and growth targets."
},
{
"reason": "Self-directed operator building functions from scratch with founders",
"evidence": "working with the founder and investors to get the business to a point of sustainable scale and profitability."
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install / UA campaigns. Experience is Shopify/web ecommerce paid media; 'mobile apps' only appears describing a client's product, not app-install campaign management.",
"req-004 (AppsFlyer attribution): No mention of AppsFlyer. Attribution stack cited is Triplewhale, Google Analytics, and Hubspot — web ecommerce attribution, not mobile app payback measurement.",
"req-001/req-002 (Deep hands-on paid social across Meta + TikTok): Meta paid is strong, but there is no evidence of hands-on TikTok paid execution; TikTok appears only in the tools list with no campaign proof, so the required Meta+TikTok paid social specialism is not demonstrated."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jhana_ellard_at_gmail_com",
"email": "jhana.ellard@gmail.com",
"name": "Jhana Ellard",
"score": 49,
"passes_all_hard": false,
"summary": "Jhana is a seasoned performance/paid media marketer with deep DTC ecommerce experience across Meta, Google, YouTube, and multi-market Shopify programs, and some TikTok/Meta social commerce and influencer whitelisting work. However, this role is a mobile-app-install paid social specialist role, and Jhana's profile shows no evidence of mobile app install campaigns, AppsFlyer attribution, Amplitude, or consumer subscription app / free-trial payback optimization. The core expertise is ecommerce media buying (large budgets, long consideration RV/oven purchases), not app UA. Several HARD requirements fail, so the candidate does not pass.",
"synthesis_quote": "Built from the ground up the ad program for Gozney across Meta, Google, YouTube, Connected TV, & Microsoft Ads... Managed a media budget of ~6-8mil ad spend/year",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "No mobile app install, AppsFlyer, or subscription-app payback evidence; profile is ecommerce media buying across Meta/Google/YouTube/Shopify",
"rationale": "Meets paid social on Meta/TikTok surface-level, but fails app install (req-003), AppsFlyer (req-004), and specialist-single-channel/app focus. Multiple HARD requirements unmet."
},
"functional_expertise": {
"score": 62,
"weight": 20,
"evidence": "'I'm an independent performance marketer... Search, Display, Social, Shopping, and Video Ad Buying'; TikTok/Meta influencer whitelisting for GoodStore",
"rationale": "Strong general paid media/performance depth, but paid social is one of many channels and skewed to ecommerce not app UA. TikTok work is organic/whitelisting, not deep paid social app-install media buying."
},
"industry_audience_relevance": {
"score": 40,
"weight": 12,
"evidence": "Industries: Ecommerce, Marketplaces, Media; target buyer includes 'Parents / Children'; DTC oven/RV/socks brands",
"rationale": "DTC ecommerce and some parent-audience tagging, but no consumer subscription app, no parenting/family app, no free-trial monetization experience relevant to Peggy."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "'Management of Meta, Google, YouTube, ads... ~$50,000 spend/month'; 'run a comprehensive paid media plan... integrated with their team'",
"rationale": "Does execute media buying hands-on at some engagements, but several roles are Fractional Head of Growth managing agencies/partners (delegation), which is a concern for a build-from-scratch operator role."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "'Built out a complete marketing launch & lifecycle strategy'; 'setting objectives and KPIs, identifying target demographics... media mix strategy'",
"rationale": "Solid strategic planning, full-funnel and launch strategy judgment demonstrated across festival and DTC clients."
},
"tool_platform_fit": {
"score": 38,
"weight": 8,
"evidence": "Tools: Google Adwords, Google Analytics, HubSpot, Shopify, Unbounce, SEM Rush; no AppsFlyer, no Amplitude, no App Store ads",
"rationale": "Has Meta/Google/analytics tooling but lacks the app-attribution stack (AppsFlyer, Amplitude) and App Store ads central to this role."
},
"measurement_optimization": {
"score": 58,
"weight": 6,
"evidence": "'Extensive integration between Hubspot and ad platforms for dashboards, reporting, and attribution'; ticket/revenue lift tracking",
"rationale": "Demonstrates attribution and reporting on ecommerce/event KPIs, but no early payback-window / LTV:CAC optimization for subscription trials."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $80/hr; location Toronto; status active, has_availability true",
"rationale": "Available and AMER-timezone friendly. $80/hr roughly aligns with $7-8k/mo range depending on hours, though full-stack single-channel ownership commitment is unproven."
}
},
"final_score_rationale": "The biggest penalty is failure on multiple HARD requirements: no evidence of mobile app install campaigns (req-003), no AppsFlyer attribution (req-004), and the profile is fundamentally an ecommerce/DTC media-buying practice rather than a mobile-app-UA paid social specialist. Tool/platform fit is weak (no AppsFlyer, Amplitude, or App Store ads). Positive drivers are genuine multi-platform paid media depth, launch strategy judgment, and some TikTok/Meta social commerce work, but per instructions, strong ecommerce paid media does not transfer to app-install paid social because the required app-UA and subscription-payback context is absent. Passes_all_hard is false.",
"evidence_snippets": [
"Built from the ground up the ad program for Gozney across Meta, Google, YouTube, Connected TV, & Microsoft Ads",
"Management of Meta, Google, YouTube, ads across two business properties and ~$50,000 spend/month",
"I helped push this promo via Influencer Whitelisting, promoting their organic posts on TikTok, Meta, & Instagram",
"tools: Google Adwords, Google Analytics, HubSpot, Shopify, Unbounce, SEM Rush",
"Jhana manages the paid media agency relationships for Joolca's 6 international Shopify stores",
"Built from the ground up the ad program for Gozney across Meta, Google, YouTube, Connected TV, & Microsoft Ads... Managed a media budget of ~6-8mil ad spend/year",
"No mobile app install, AppsFlyer, or subscription-app payback evidence; profile is ecommerce media buying across Meta/Google/YouTube/Shopify",
"'I'm an independent performance marketer... Search, Display, Social, Shopping, and Video Ad Buying'; TikTok/Meta influencer whitelisting for GoodStore"
],
"three_rs": {
"reject_reasons": [
"No mobile app install campaign experience (HARD req-003)",
"No AppsFlyer attribution fluency (HARD req-004)",
"No consumer subscription app / free-trial payback experience; ecommerce-focused practice"
],
"risk_reasons": [
"Several senior roles are Fractional Head of Growth managing agencies/partners, suggesting delegation vs. hands-on single-channel operation",
"No App Store ads or Amplitude familiarity",
"TikTok experience is largely organic/whitelisting rather than deep paid social media buying"
],
"reason_to_believe": [
"Deep multi-platform paid media buying at scale ($6-8M/yr budgets)",
"Demonstrated launch strategy, KPI-setting, and attribution/reporting infrastructure",
"Some TikTok/Meta paid social and social commerce execution for DTC brands"
]
},
"match_reasons": [
{
"reason": "Experienced paid media buyer across Meta and TikTok surfaces",
"evidence": "matched terms: paid social, facebook ads, tiktok ads, meta; 'Search, Display, Social, Shopping, and Video Ad Buying'"
},
{
"reason": "Launch and growth strategy capability",
"evidence": "'Built out a complete marketing launch & lifecycle strategy for the entire marketing team'"
},
{
"reason": "DTC ecommerce performance track record",
"evidence": "'GoodStore sold 50,000 Cancer Socks in under 30 days' via whitelisted TikTok/Meta/IG ads"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No evidence of running app install campaigns; all work is ecommerce/event ticketing media buying.",
"req-004 (AppsFlyer attribution): No AppsFlyer in tools or work history; attribution experience is HubSpot/GA ecommerce dashboards.",
"req-001/req-002 (Deep hands-on paid social specialist on Meta+TikTok): Paid social is one of many channels within a broad performance/media-buying practice, and TikTok work is largely organic/whitelisting, not specialist-level app-focused paid social.",
"req-005 (Full end-to-end single-channel specialist, not generalist): Profile positions as a full-funnel, multi-channel performance marketer/Fractional Head of Growth, contrary to the single-channel specialist requirement."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "addicted2ppc_at_gmail_com",
"email": "addicted2ppc@gmail.com",
"name": "Esteban Martinez",
"score": 36,
"passes_all_hard": false,
"summary": "Esteban is a seasoned paid SEARCH (Google/Bing Ads) marketer and marketing analyst with 10+ years of agency experience across ecommerce/DTC brands. However, this role is a paid SOCIAL specialist role requiring deep hands-on Meta + TikTok media/creative expertise, mobile app install campaign experience, AppsFlyer fluency, and rapid video creative iteration for an app launch. His profile is overwhelmingly Google Ads / Performance Max / Google Shopping and analytics work, with only incidental mentions of Meta/TikTok. He fails multiple hard requirements and is not a fit for a paid social app-install role.",
"synthesis_quote": "specialising in paid and organic search, email marketing and social media campaigns",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Roles: 'Paid Search Marketer', 'Marketing Analyst'; tools list is entirely Google/Bing (Google Adwords, Bing Adcenter, Doubleclick) with no Meta/TikTok Ads Manager",
"rationale": "Fails the core hard requirements: no deep hands-on Meta+TikTok paid social ownership, no mobile app install campaign experience, no demonstrated AppsFlyer fluency (only a seed-matched term, no described work), no paid-social single-channel ownership. Detailed evidence is paid search, not paid social."
},
"functional_expertise": {
"score": 30,
"weight": 20,
"evidence": "'Launched Performance Max campaigns using high-converting creatives from Meta'; 'Manage Wourth Group PPC and Paid Social channels, achieving target ROAS and CPA'",
"rationale": "Core function requested is paid social. Candidate's demonstrable depth is Google Ads, PMax, and Shopping optimization. Paid social references are thin and generic ('manage PPC and Paid Social channels') with no Meta/TikTok media-buying or creative-strategy specifics."
},
"industry_audience_relevance": {
"score": 35,
"weight": 12,
"evidence": "Industries include 'Apps' and 'Ecommerce'; DTC brands like Tushy, Divi, Hairtelligence; audiences B2C",
"rationale": "Some consumer/DTC ecommerce relevance and 'Apps' industry tag, but work shown is ecommerce/service PPC, not consumer subscription apps. No parenting/family audience and no US-parents-of-kids-5-15 experience."
},
"hands_on_execution": {
"score": 55,
"weight": 15,
"evidence": "'auditing current ad performance', 'Enhanced product titles, descriptions... using Feed Rules', 'Developed granular attribution modelling'",
"rationale": "Clearly a hands-on operator, but in the wrong lane (Google Ads execution and analytics dashboards). Executes personally, which supports the score, but not on the paid social / app install / video creative work this role needs."
},
"strategy_and_judgment": {
"score": 50,
"weight": 10,
"evidence": "'Switched from Generic to Service-Specific Search Campaigns'; 'A/B test their whole company so that they can find the hidden tricks'; 'big believer in experimentation'",
"rationale": "Shows solid diagnostic and testing judgment in PPC/analytics contexts, but not in finding a winning paid-social channel/creative combo or prioritizing across Meta/TikTok/App Store."
},
"tool_platform_fit": {
"score": 25,
"weight": 8,
"evidence": "Tools: 'Bing Adcenter, Doubleclick, Google Adwords, Google Analytics, Google Display Network, Google Search Console, SEM Rush, Spyfu, Unbounce'; dashboard consolidated 'Facebook Ads, SA360, DV360, Microsoft Ads, AppsFlyer, and Kochava'",
"rationale": "Tool stack is Google/Bing search-centric. AppsFlyer and Kochava appear only as data sources in a reporting dashboard, not as attribution he operated for app-install optimization. No native Meta/TikTok Ads Manager tooling listed."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "'dashboard that consolidated data from... AppsFlyer, and Kochava... tracking both high-level and granular metrics'; 'Achieved a PPC return on ad spend (ROAS) of 8.1x'; 'Reduced cost per acquisition (CPA) by 27%'",
"rationale": "Strong measurement/optimization discipline and attribution/reporting chops, plus LTV work at Tushy. This is his strongest area, though centered on ecommerce ROAS/LTV rather than day-1/day-7 app trial payback."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "'has_availability: true'; 'preferred_hourly_pay_rate: $65/hr'; location 'Burgess Hill, GB'",
"rationale": "Available and rate is within budget, but UK-based (GMT) for a US-parent-audience, ASAP, founder-collaboration launch may create timezone friction. Budget fine; fit soft."
}
},
"final_score_rationale": "The dominant driver is a channel mismatch: this is a paid social (Meta/TikTok) app-install specialist role, and Esteban is a paid search / analytics specialist. He fails HARD requirements req-001 (deep hands-on Meta+TikTok paid social), req-002 (paid social channel ownership), req-003 (mobile app install campaigns), req-004 (AppsFlyer fluency — only appears as a dashboard data source), req-005 (paid-social single-channel ownership), and req-006 (rapid video creative iteration). His measurement/optimization and hands-on execution are genuine strengths but sit in the wrong lane and cannot transfer to satisfy paid-social/app-install hard requirements. Consumer/DTC ecommerce experience gives mild industry relevance but no parenting/family app or subscription-app-install proof. Net: not a fit.",
"evidence_snippets": [
"roles: Paid Search Marketer, Marketing Analyst",
"specialising in paid and organic search, email marketing and social media campaigns",
"Launched Performance Max campaigns using high-converting creatives from Meta increasing conversion rate 74%.",
"dashboard that consolidated data from various platforms, including Facebook Ads, SA360, DV360, Microsoft Ads, AppsFlyer, and Kochava",
"tools: Bing Adcenter, Doubleclick, Google Adwords, Google Analytics, Google Display Network",
"Manage Wourth Group PPC and Paid Social channels, achieving target ROAS and CPA",
"Roles: 'Paid Search Marketer', 'Marketing Analyst'; tools list is entirely Google/Bing (Google Adwords, Bing Adcenter, Doubleclick) with no Meta/TikTok Ads Manager",
"'Launched Performance Max campaigns using high-converting creatives from Meta'; 'Manage Wourth Group PPC and Paid Social channels, achieving target ROAS and CPA'"
],
"three_rs": {
"reject_reason": "Paid search/analytics specialist, not a paid social specialist; fails core Meta/TikTok, app-install, AppsFlyer, and video-creative hard requirements.",
"risk": "Would likely need to learn paid social media buying and app-install optimization on the job during a 6-week high-stakes launch — high execution risk.",
"recommendation": "Do not advance for this paid social app-install role. Better suited to Google Ads / PPC or marketing analyst roles for ecommerce/DTC."
},
"match_reasons": [
{
"reason": "Hands-on ecommerce performance marketer with strong ROAS/CPA/LTV results",
"evidence": "Achieved a PPC return on ad spend (ROAS) of 8.1x; Reduced cost per acquisition (CPA) by 27%"
},
{
"reason": "Analytics and attribution reporting experience",
"evidence": "Developed granular attribution modelling that revealed hidden high-value channels and improved marketing ROI by 27%"
},
{
"reason": "Some consumer/DTC exposure",
"evidence": "DTC brands including Tushy, Divi, Hairtelligence; industries include Apps and Ecommerce"
}
],
"hard_fail_reasons": [
"req-001 (Deep hands-on paid social Meta+TikTok): No specialist-level Meta/TikTok media-buying or creative-strategy evidence; profile is dominated by Google/Bing paid search and analytics.",
"req-002 (Paid social channel ownership): Only a generic 'Manage PPC and Paid Social channels' line; no end-to-end paid social ownership demonstrated.",
"req-003 (Mobile app install campaign experience): No evidence of running app install campaigns for a consumer/subscription app.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer appears only as a data source in a consolidated reporting dashboard, not as operated app-install attribution for payback optimization.",
"req-005 (Full end-to-end single-channel paid social ownership): Demonstrated ownership is in Google Ads/PPC, not paid social.",
"req-006 (Rapid video creative iteration): No evidence of building/iterating video creative; creative references are search/PMax and feed optimization."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "barri_at_risemarketing_uk",
"email": "barri@risemarketing.uk",
"name": "Barri Coen",
"score": 46,
"passes_all_hard": false,
"summary": "Barri is a broad B2C growth generalist with 20+ years across performance marketing, SEO, content, email/CRM, affiliates, and influencers. He has real paid social exposure (Meta/Facebook/Instagram, some TikTok testing) and ecommerce/subscription context, but the profile shows a cross-channel generalist rather than a deep, single-channel paid social specialist. Critically, there is no evidence of TikTok paid depth, mobile app install campaigns for a consumer app, or AppsFlyer attribution fluency — all of which are HARD requirements. He fails multiple hard gates and is a poor fit for this focused, specialist paid-social launch role.",
"synthesis_quote": "My specialties include performance marketing, social media, SEO, content marketing, email/CRM, partnerships, influencers, affiliates, and mobile marketing.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Social Ads (Facebook, Instagram, Reddit)... test new paid social channels, eg. TikTok; no AppsFlyer, no app install campaigns",
"rationale": "Meets paid social channel exposure at a surface level, but fails the deep paid-social-specialist bar, has no evidence of AppsFlyer attribution, no mobile app install campaign experience, and reads as a generalist rather than a single-channel specialist. Multiple HARD requirements unmet."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "Paid channel optimizations led to a reduction in the Cost Per Acquisition from $40 to around $15",
"rationale": "Real performance-marketing chops and CPA optimization, but paid social is one thread among many (SEO, email, affiliates). No deep, dedicated paid-social/creative-testing specialization demonstrated."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "consumer marketplace for children's activities (Happity); subscription service... ecommerce; Parents / Children audience",
"rationale": "Some relevant B2C, subscription, and parents/children audience context, but the parenting work was B2B supplier-side acquisition, not consumer app install marketing to US parents."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "provide strategic and tactical, hands-on marketing support to startups and SMEs",
"rationale": "Clearly hands-on operator who builds channels and executes, which is a plus, but the execution spans many channels rather than deep paid-social creative iteration."
},
"strategy_and_judgment": {
"score": 60,
"weight": 10,
"evidence": "comprehensive omnichannel marketing forecast and growth roadmap... strategic emphasis on cultivating sustainable marketing channels",
"rationale": "Strong growth strategy, prioritization and channel-mix judgment demonstrated across multiple engagements; transferable but not paid-social-specialist judgment."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "Facebook - Instagram - Google Analytics - Google Tag Manager; ASO (App store optimization) skill listed",
"rationale": "Has Meta/IG and analytics tooling and lists ASO, but no TikTok Ads Manager, no AppsFlyer, no Amplitude — the role's core measurement stack is absent."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "increase of 40% in conversions and lowering in CAC of 50%... CPA from $40 to $15",
"rationale": "Good CAC/CPA and conversion optimization track record, but no evidence of day-1/day-7 payback windows, LTV:CAC modeling, or mobile attribution measurement."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $75/hr; location London, GB; has_availability: true",
"rationale": "Available and rate plausibly fits the retainer band, but London/GMT timezone is a mismatch for a US-parent-focused, founder-collaborative launch role, and start-ASAP fit is uncertain."
}
},
"final_score_rationale": "Score is driven down primarily by HARD requirement failures: no evidence of AppsFlyer attribution fluency (req-004), no mobile app install campaign experience for a consumer/subscription app (req-003), and no demonstrated deep TikTok paid expertise (req-001). The profile repeatedly self-describes as a multi-channel B2C generalist, which contradicts the role's explicit specialist requirement (req-005/req-017). Positives that keep the score off the floor: genuine hands-on operator experience, solid Meta/IG paid exposure with real CPA reduction, some subscription/ecommerce and parents/children audience context, and strong cross-channel growth judgment. But those strengths sit in adjacent lanes and cannot be transferred to satisfy the specialist paid-social + app-install + AppsFlyer + rapid video creative demands of this brief.",
"evidence_snippets": [
"My specialties include performance marketing, social media, SEO, content marketing, email/CRM, partnerships, influencers, affiliates, and mobile marketing",
"Social Ads (Facebook, Instagram, Reddit), Display Advertising, Affiliate Marketing",
"Client is looking for a Growth Marketer to test new paid social channels, eg. TikTok... They run ads on Meta",
"Paid channel optimizations led to a reduction in the Cost Per Acquisition from $40 to around $15",
"consumer marketplace for children's activities... strategic focus on B2B and supplier-side acquisition",
"My specialties include performance marketing, social media, SEO, content marketing, email/CRM, partnerships, influencers, affiliates, and mobile marketing.",
"Social Ads (Facebook, Instagram, Reddit)... test new paid social channels, eg. TikTok; no AppsFlyer, no app install campaigns",
"consumer marketplace for children's activities (Happity); subscription service... ecommerce; Parents / Children audience"
],
"three_rs": {
"role_fit": "Poor fit — a cross-channel B2C growth generalist, not the deep single-channel paid social specialist the role demands.",
"readiness": "Available and hands-on, but lacks readiness on the core stack (TikTok paid depth, app install campaigns, AppsFlyer) and is in a GMT timezone for a US launch.",
"risk": "High risk: no proof of mobile app install/attribution experience or specialist paid-social creative iteration means the six-week launch goal could stall."
},
"match_reasons": [
{
"reason": "Real Meta/Instagram paid social execution with measurable CPA improvements",
"evidence": "Paid channel optimizations led to a reduction in the Cost Per Acquisition from $40 to around $15"
},
{
"reason": "Some TikTok paid social testing exposure",
"evidence": "test new paid social channels, eg. TikTok, and also scale performance for google search and display ads"
},
{
"reason": "Consumer subscription / ecommerce and parents/children audience adjacency",
"evidence": "hardware and subscription service... consumer marketplace for children's activities"
},
{
"reason": "Hands-on operator who builds growth functions from scratch",
"evidence": "tasked with establishing and expanding the marketing function for StreamLocator"
}
],
"hard_fail_reasons": [
"req-004 AppsFlyer attribution fluency: No mention of AppsFlyer or mobile attribution anywhere in the profile.",
"req-003 Mobile app install campaign experience: No evidence of running app install campaigns for a consumer/subscription mobile app; work is web/ecommerce and marketplace focused.",
"req-001 Deep hands-on paid social specialist (Meta + TikTok): Paid social is one of many channels; TikTok is only referenced as a channel to 'test,' with no demonstrated specialist-level depth or creative strategy ownership.",
"req-005/req-017 Single-channel specialist: Profile explicitly self-identifies as a multi-channel generalist across SEO, content, email, affiliates, and paid — contradicting the specialist mandate.",
"req-006 Rapid video creative iteration: No evidence of building/iterating video or UGC-style short-form creative for paid social."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "boustanycharles_at_gmail_com",
"email": "boustanycharles@gmail.com",
"name": "Charles Boustany",
"score": 49,
"passes_all_hard": false,
"summary": "Charles is a fractional CMO / growth architect with strong DTC ecommerce paid media experience across Meta, TikTok, Google, and email/CRO, plus creative testing frameworks and LTV/CAC optimization. However, this role needs a hands-on paid social specialist for a mobile subscription app — specifically Meta + TikTok app install campaigns with AppsFlyer attribution — and his profile shows no mobile app install experience, no AppsFlyer/Amplitude fluency, and a CMO/agency-owner orientation that leans strategic and delegative rather than deep-in-one-channel specialist execution. He fails multiple 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": 38,
"weight": 25,
"evidence": "Ran client acquisition campaigns across Meta, TikTok, YouTube, and Google, applying creative testing frameworks... 3-7x ROAS",
"rationale": "Satisfies paid social channel exposure (Meta/TikTok) and creative testing, but fails multiple HARD reqs: no mobile app install campaign experience, no AppsFlyer attribution fluency, and profile is a CMO/agency-owner not a single-channel specialist. Multiple hard requirements are unmet or contradicted."
},
"functional_expertise": {
"score": 62,
"weight": 20,
"evidence": "media buying and LTV growth... creative testing frameworks, spend scaling strategies, and product-segment alignment to deliver 3-7x ROAS",
"rationale": "Genuine paid media depth in DTC ecommerce, but expertise is broad full-funnel (Meta+Google+email+CRO) rather than deep specialist paid social for app installs. No evidence of TikTok-native or app-focused paid social depth."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Subscriptions (subindustry); Parents / Children (target_buyer); scaling DTC, service, and digital-first brands",
"rationale": "Has DTC/subscription and parent-audience tags, but core experience is ecommerce retail brands (Pier 1, RadioShack, fitness/fashion/wellness), not a consumer mobile subscription app. Limited direct relevance to a parenting SaaS app."
},
"hands_on_execution": {
"score": 40,
"weight": 15,
"evidence": "Managed a 25+ person cross-functional team... Directed external agencies across paid media... co-founded Operexx (agency serving 100+ brands)",
"rationale": "Profile skews toward leadership, agency ownership, and directing teams/agencies. Some hands-on media buying claimed, but seniority and framing suggest strategist/delegator rather than the operator who personally builds and iterates creative daily."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "Led strategy offer pivots... covering pricing, product... reduced blended CAC by 50%+ by diversifying acquisition channels",
"rationale": "Strong strategic judgment on offers, funnels, channel diversification, and CAC/LTV. This is his clearest strength, though it's the opposite of the narrow specialist focus the role wants."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Snapchat, Google Analytics, Klaviyo; no AppsFlyer, no Amplitude",
"rationale": "Has Meta/TikTok platforms listed but lacks the role's critical mobile stack: no AppsFlyer, no Amplitude, no App Store ads, no MMP experience."
},
"measurement_optimization": {
"score": 58,
"weight": 6,
"evidence": "Regularly reported on key metrics including ROAS, MER, AOV, CR, and customer retention... Boosted LTV by 40%+",
"rationale": "Solid ecommerce measurement (ROAS/MER/AOV/LTV), but no evidence of day-1/day-7 payback windows or mobile MMP-based cohort/attribution analysis needed here."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $80/hr; location: Montreal, Quebec; has_availability: true",
"rationale": "$80/hr implies well above the $7-8k/month retainer at full-time-ish hours; available now which fits the ASAP need. AMER timezone works. Budget fit uncertain and rate leans high."
}
},
"final_score_rationale": "Biggest drivers: genuine DTC paid media and strategic growth experience across Meta/TikTok/Google with creative testing and LTV/CAC focus. Biggest penalties: fails several HARD requirements — no mobile app install campaign experience, no AppsFlyer attribution fluency, and a CMO/agency-owner profile that contradicts the required deep single-channel specialist operator who executes hands-on. Tool/platform gap (no AppsFlyer/Amplitude/App Store ads) and lack of consumer subscription app evidence further lower fit. His ecommerce/CRO/email strength is a different lane and does not transfer to the app-install paid social specialist need.",
"evidence_snippets": [
"Ran client acquisition campaigns across Meta, TikTok, YouTube, and Google, applying creative testing frameworks, spend scaling strategies... to deliver 3-7x ROAS.",
"Fractional CMO and growth architect with a proven track record scaling DTC, service, and digital-first brands to 7 and 8 figures.",
"Managed a 25+ person cross-functional team spanning paid media, email and lifecycle marketing, UX/CRO, merchandising, and creative strategy.",
"Directed external agencies across paid media, branding and creative, driving accountability and improving ROI.",
"tools: ... Facebook, Instagram, Tiktok, Klaviyo, Google Analytics (no AppsFlyer, no Amplitude, no App Store ads)",
"Ran client acquisition campaigns across Meta, TikTok, YouTube, and Google, applying creative testing frameworks... 3-7x ROAS",
"media buying and LTV growth... creative testing frameworks, spend scaling strategies, and product-segment alignment to deliver 3-7x ROAS",
"Subscriptions (subindustry); Parents / Children (target_buyer); scaling DTC, service, and digital-first brands"
],
"three_rs": {
"reject": "No mobile app install experience, no AppsFlyer attribution, CMO/agency-owner rather than single-channel operator — fails core HARD requirements.",
"reason": "Real paid social and creative-testing experience across Meta/TikTok with strong LTV/CAC and CRO judgment, but almost entirely in DTC ecommerce, not mobile subscription apps.",
"recommend": "Better fit for a fractional CMO or DTC ecommerce growth lead role, not a hands-on app-install paid social specialist."
},
"match_reasons": [
{
"reason": "Paid social channel exposure on Meta and TikTok with creative testing",
"evidence": "Ran client acquisition campaigns across Meta, TikTok, YouTube, and Google, applying creative testing frameworks"
},
{
"reason": "LTV/CAC optimization experience",
"evidence": "Reduced blended CAC by 50%+... Boosted client retention and LTV by 40%+"
},
{
"reason": "UGC/short-form creative instincts",
"evidence": "Developed internal tools and systems for successful ad copy, UGC scripting, and CRO audits"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install campaigns; experience is ecommerce/DTC web funnels, not app installs.",
"req-004 (AppsFlyer attribution): No AppsFlyer listed or mentioned; no mobile MMP or day-1/day-7 payback measurement evidence.",
"req-005 / req-017 (Single-channel specialist operator): Profile is a fractional CMO / agency co-founder who directs teams and agencies, not a deep single-channel hands-on specialist.",
"req-001 (Deep hands-on paid social specialist): Paid social is one of many full-funnel channels he oversees; no specialist-level depth on Meta+TikTok app-install media/creative."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "yykholeif_at_gmail_com",
"email": "yykholeif@gmail.com",
"name": "Youssef Kholeif",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is OFFBOARDED.",
"synthesis_quote": "Candidate was not sent to the LLM evaluator because a deterministic hard screen fired.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 0,
"weight": 25,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"functional_expertise": {
"score": 0,
"weight": 20,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"industry_audience_relevance": {
"score": 0,
"weight": 12,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"hands_on_execution": {
"score": 0,
"weight": 15,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"strategy_and_judgment": {
"score": 0,
"weight": 10,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"tool_platform_fit": {
"score": 0,
"weight": 8,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"measurement_optimization": {
"score": 0,
"weight": 6,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"availability_budget_fit": {
"score": 0,
"weight": 4,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
}
},
"final_score_rationale": "Deterministic hard screen fired: Profile status is OFFBOARDED.",
"evidence_snippets": [
"---\n# Identity\nemail: \"yykholeif@gmail.com\"\nname: Youssef Kholeif\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-06-01\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-06T20:19:48.825008+00:00\nneon_updated_at: 2026-06-01T16:45:40.067957+00:00\n---\n\n# Youssef Khole"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"yykholeif@gmail.com\"\nname: Youssef Kholeif\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-06-01\n\n# Metadata\nsource: neon (live)\ngenerated_at: 202"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is OFFBOARDED."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is OFFBOARDED."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "adamh7718_at_gmail_com",
"email": "adamh7718@gmail.com",
"name": "Adam Haddad",
"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: \"adamh7718@gmail.com\"\nname: Adam Haddad\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2023-04-18\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-06T20:19:49.104472+00:00\nneon_updated_at: 2025-06-18T23:24:32.063123+00:00\n---\n\n# Adam Haddad\n\n> **"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"adamh7718@gmail.com\"\nname: Adam Haddad\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2023-04-18\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07"
},
"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": "kcharettejobs_at_gmail_com",
"email": "kcharettejobs@gmail.com",
"name": "Kevin Charette",
"score": 34,
"passes_all_hard": false,
"summary": "Kevin is a B2B growth marketer focused on lead generation, CRO, and cross-channel demand gen for Software & Tech companies. While he lists \"Paid Social Media Marketer\" as a role and has managed Meta/LinkedIn/Google ad spend, his profile shows a B2B lead-gen orientation (ABM, landing page optimization, LinkedIn, SQL, Salesforce/HubSpot). There is no evidence of mobile app install campaigns, consumer subscription apps, AppsFlyer/Amplitude, TikTok, or video creative iteration — all core hard requirements for this role. He fails multiple hard requirements.",
"synthesis_quote": "Managing a 50k monthly budget across Linkedin, Facebook and Paid Search (Bing, Google)",
"weighted_scores": {
"hard_requirements_fit": {
"score": 20,
"weight": 25,
"evidence": "Managed ad spend across Meta, Google and Linkedin; roles include Paid Social Media Marketer; audience: Businesses (B2B); tools list has no AppsFlyer, TikTok, or app analytics.",
"rationale": "Fails most hard requirements. Some Meta paid experience exists, but no TikTok, no mobile app install campaigns, no AppsFlyer fluency, no consumer app or video creative iteration evidence. Profile is B2B lead-gen oriented."
},
"functional_expertise": {
"score": 40,
"weight": 20,
"evidence": "Managed ad spend across Meta, Google and Linkedin; Managing a 50k monthly budget across Linkedin, Facebook and Paid Search.",
"rationale": "Has genuine paid media management experience, but it is B2B/demand-gen paid search + LinkedIn + Facebook, not specialist-level consumer paid social with creative strategy on Meta/TikTok. Weak-to-moderate fit for the specific function."
},
"industry_audience_relevance": {
"score": 25,
"weight": 12,
"evidence": "industries: Software & Tech; audiences: Businesses (B2B); subindustries: AI, FinTech, SaaS, Subscriptions; target_buyer includes Parents / Children.",
"rationale": "Primarily B2B SaaS/Software. Lists 'Subscriptions' and 'Parents / Children' as target buyer tags, but no demonstrated consumer subscription app or parenting-app work. Weak relevance to US parents 5-15 consumer app."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "Managing a 50k monthly budget across Linkedin, Facebook and Paid Search (Bing, Google); Managed ad spend across Meta, Google and Linkedin.",
"rationale": "Appears to be a hands-on operator running campaigns directly, which is positive. But the hands-on work is in a different lane (B2B paid search/social) and there is no evidence of video creative production/iteration."
},
"strategy_and_judgment": {
"score": 45,
"weight": 10,
"evidence": "skills: GTM - Strategy, Cross-channel strategy, New marketing channel launch, New product launch, CRO.",
"rationale": "Shows GTM and channel-launch strategy capability, which is transferable. But no evidence of channel-prioritization or find-the-winner judgment in a paid social/creative-testing context."
},
"tool_platform_fit": {
"score": 20,
"weight": 8,
"evidence": "tools: Google Analytics, Google Tag Manager, Heap, Looker, Tableau, LinkedIn, CRMs, A/B testing tools; no AppsFlyer, no Amplitude, no TikTok Ads Manager listed.",
"rationale": "Analytics/CRO/B2B stack is strong but misaligned. Missing the role's explicit critical tools (AppsFlyer, Amplitude) and TikTok. Heap/analytics overlap is minor."
},
"measurement_optimization": {
"score": 45,
"weight": 6,
"evidence": "skills: Data analytics, Analytics implementation, CRO, Revenue responsibility, SQL; tools: Looker, Tableau, GA.",
"rationale": "Strong general measurement and analytics capability, but no evidence of mobile payback windows (D1/D7), LTV:CAC on install campaigns, or AppsFlyer attribution."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $75/hr; status: active; has_availability: true; location: Mill Valley, California, US.",
"rationale": "Available now and US-based (good for ASAP start). $75/hr implied rate is broadly compatible with the $7-8k/month retainer; soft preference met."
}
},
"final_score_rationale": "The biggest penalty is failure on the core hard requirements: no TikTok paid social, no mobile app install campaign experience, no AppsFlyer attribution fluency, and no video creative iteration evidence. Kevin's demonstrable strength is B2B demand-gen paid media (Meta/LinkedIn/Google), CRO, and analytics — a different lane that does not transfer cleanly to a consumer subscription app install/creative-testing role. He does have some Meta/Facebook paid experience and is a hands-on operator available for an ASAP start, which prevents a floor score. Overall he is a weak fit for this specialist consumer paid-social role.",
"evidence_snippets": [
"Managing a 50k monthly budget across Linkedin, Facebook and Paid Search (Bing, Google)",
"Managed ad spend across Meta, Google and Linkedin.",
"roles: Growth Marketer, Marketer in Residence, Paid Social Media Marketer",
"audiences: Businesses (B2B)",
"industries: Software & Tech",
"tools: Looker, Tableau, Google Analytics, Heap (no AppsFlyer/Amplitude/TikTok)",
"Managed ad spend across Meta, Google and Linkedin; roles include Paid Social Media Marketer; audience: Businesses (B2B); tools list has no AppsFlyer, TikTok, or app analytics.",
"Managed ad spend across Meta, Google and Linkedin; Managing a 50k monthly budget across Linkedin, Facebook and Paid Search."
],
"three_rs": {
"role": "Positions as Growth Marketer / Paid Social Media Marketer, but actual work history is B2B demand-gen paid media management.",
"reason": "Role needs a consumer paid-social specialist for a mobile app launch; Kevin's fit is limited and misaligned to B2B.",
"recommendation": "Do not advance. Reserve for B2B SaaS growth/demand-gen or CRO engagements where his strengths apply."
},
"match_reasons": [
{
"reason": "Has hands-on Meta/Facebook paid media management experience",
"evidence": "Managed ad spend across Meta, Google and Linkedin."
},
{
"reason": "Operator managing real budgets across paid channels",
"evidence": "Managing a 50k monthly budget across Linkedin, Facebook and Paid Search"
},
{
"reason": "Available now and US-based for an ASAP start",
"evidence": "status: active; has_availability: true; location: Mill Valley, California, US"
}
],
"hard_fail_reasons": [
"req-001 Deep hands-on paid social (Meta + TikTok): No TikTok experience anywhere in profile; Meta work is B2B, not specialist consumer paid social with creative strategy.",
"req-003 Mobile app install campaign experience: No evidence of any mobile app install campaigns; work is B2B lead-gen and paid search.",
"req-004 AppsFlyer attribution fluency: AppsFlyer not listed in tools; no mobile attribution or D1/D7 payback evidence.",
"req-006 Rapid video creative iteration: No evidence of producing or iterating video/UGC creative; profile centers on CRO, landing pages, and analytics.",
"req-002 Paid social channel ownership: Facebook/LinkedIn ad management shown, but no TikTok and no end-to-end consumer paid-social creative ownership."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jarred_at_leadmavericks_com",
"email": "jarred@leadmavericks.com",
"name": "Jarred Whicker",
"score": 59,
"passes_all_hard": false,
"summary": "Jarred is a growth/performance marketer with genuine hands-on paid social experience on Meta and TikTok, including scaling a DTC brand (Spot & Tango) from $500K to $1.1M/month spend while holding CAC. He drives creative testing and full-funnel optimization. However, the profile shows no evidence of mobile app install campaign experience, no AppsFlyer attribution fluency, and no consumer subscription app / day-1/day-7 free-trial payback work — three of the role's hard/important requirements. His DTC ecommerce and legal lead-gen work is strong but is a different lane than mobile app install acquisition. He also currently holds multiple concurrent engagements and has_availability is false, and his $75/hr rate leans toward the upper edge of the budget band. A capable paid social operator, but materially unproven on the app-specific hard requirements.",
"synthesis_quote": "At Spot & Tango, I managed and scaled their paid social efforts, increasing monthly ad spend from $500k to $1.1M while maintaining CAC targets... I collaborated with creative teams to develop high-performing ad concepts and leveraged performance data to test, optimize, and scale campaigns quickly.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 45,
"weight": 25,
"evidence": "Paid Social Media Marketer at Spot & Tango and NJ DUI Fighter; 'From Google Ads and Meta to TikTok and YouTube, I know how to scale across platforms'",
"rationale": "Satisfies deep hands-on Meta/TikTok paid social (req-001/002) and single-channel-ownership style operating (req-005). But no evidence of mobile app install campaigns (req-003), no AppsFlyer fluency (req-004), and no consumer subscription free-trial payback work. Multiple hard requirements are unproven, so this must be low and passes_all_hard is false."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "'Scaled ad spend from $500k to $1M per month in 45 days with a 3% decrease in CAC'; 'Designed dynamic reporting dashboards and optimized processes for creative testing and campaign scaling'",
"rationale": "Strong, concrete paid social/performance marketing depth with real spend scale and CAC discipline. Core paid social function is well demonstrated, though largely on web-based DTC/lead gen rather than app install."
},
"industry_audience_relevance": {
"score": 48,
"weight": 12,
"evidence": "Industries include 'Apps' and 'Ecommerce'; target_buyer includes 'Parents / Children'; Spot & Tango is DTC consumer",
"rationale": "Some consumer/DTC relevance and a listed 'Apps' industry plus 'Parents/Children' buyer tag, but the actual work history is DTC pet food and legal lead gen — not a consumer subscription mobile app for parents. Adjacent, not on-target."
},
"hands_on_execution": {
"score": 68,
"weight": 15,
"evidence": "'I manage all paid media and lead generation funnels, overseeing strategy, creative, and optimization'; 'Launched 20 new creative concepts in first month'",
"rationale": "Clear personal execution in several roles. However recent Myosin role is 'Director of Account Management' leading a team of 4-5 and high-level strategy, signaling drift toward advisory/management. Mixed but leans operator."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "'shifted budget toward lookalike audiences based on signed cases to reduce unqualified leads'; 'Reduced cost per signed case 20% in first month'",
"rationale": "Good diagnostic and prioritization judgment: testing lead-form depth, reallocating budget to quality signals, quantified efficiency gains. Solid practical strategy."
},
"tool_platform_fit": {
"score": 45,
"weight": 8,
"evidence": "Tools listed: Google Analytics, SEM Rush, Spyfu; 'From Google Ads and Meta to TikTok and YouTube'",
"rationale": "Meta/TikTok platform fluency present, but the role's critical stack — AppsFlyer and Amplitude — is entirely absent; listed tools skew to search/SEO (SEM Rush, Spyfu). Weak fit for the app attribution stack."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'maintaining CAC targets'; '3% decrease in CAC'; 'Designed dynamic reporting dashboards and optimized processes for creative testing'",
"rationale": "Demonstrates CAC ownership, reporting, and iterative optimization. But no evidence of early payback windows (day-1/day-7 free-trial) or LTV:CAC measurement specific to subscription apps."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "'has_availability: false'; 'preferred_hourly_pay_rate: $75/hr'; several roles marked '(2025... – Present)'",
"rationale": "Availability flagged false and multiple concurrent 'Present' engagements raise capacity concerns for an ASAP, full-ownership 6-week sprint. $75/hr is workable within the $7-8K/mo band but leaves limited hours."
}
},
"final_score_rationale": "Biggest positive drivers: genuine hands-on paid social expertise on Meta/TikTok with real scale ($500K→$1.1M/mo) and CAC discipline, plus solid strategy/judgment. Biggest penalties: three hard requirements are unproven — mobile app install campaign experience (req-003), AppsFlyer attribution fluency (req-004), and no evidence of consumer subscription free-trial day-1/day-7 payback optimization. Tool stack skews to search/SEO rather than the app attribution stack (AppsFlyer/Amplitude). Availability is false with several concurrent engagements against an ASAP 6-week launch. His strong DTC ecommerce and legal lead-gen work is a different lane and not transferred as app-install proof.",
"evidence_snippets": [
"Paid Social Media Marketer at Spot & Tango... increasing monthly ad spend from $500k to $1.1M while maintaining CAC targets",
"Scaled ad spend from $500k to $1M per month in 45 days with a 3% decrease in CAC",
"Paid Social Marketer for NJ DUI Fighter ($10K/month Meta spend), I optimized Meta lead forms by testing qualification depth",
"From Google Ads and Meta to TikTok and YouTube, I know how to scale across platforms",
"Director of Account Management... Lead a team of 4-5 account managers",
"has_availability: false; tools: Google Analytics, SEM Rush, Spyfu",
"At Spot & Tango, I managed and scaled their paid social efforts, increasing monthly ad spend from $500k to $1.1M while maintaining CAC targets... I collaborated with creative teams to develop high-performing ad concepts and leveraged performance data to test, optimize, and scale campaigns quickly.",
"Paid Social Media Marketer at Spot & Tango and NJ DUI Fighter; 'From Google Ads and Meta to TikTok and YouTube, I know how to scale across platforms'"
],
"three_rs": {
"reach": "Proven at scaling paid social spend across Meta/TikTok for DTC and lead-gen, but no evidence of mobile app install audience reach or App Store ads.",
"resonance": "Strong creative testing instincts (localized/testimonial creative, 20 concepts/month), though no demonstrated UGC/short-form video for parenting/family app audiences.",
"results": "Concrete CAC and revenue outcomes (3% CAC decrease, 102% sales lift in 45 days), but no early free-trial payback or LTV:CAC results for a subscription app."
},
"match_reasons": [
{
"reason": "Hands-on Meta and TikTok paid social with real spend scale",
"evidence": "increasing monthly ad spend from $500k to $1.1M while maintaining CAC targets"
},
{
"reason": "Creative testing and iteration capability",
"evidence": "Designed dynamic reporting dashboards and optimized processes for creative testing and campaign scaling"
},
{
"reason": "CAC/efficiency-focused optimization judgment",
"evidence": "Scaled ad spend... with a 3% decrease in CAC"
}
],
"hard_fail_reasons": [
"req-003 Mobile app install campaigns: No evidence of running app install campaigns for a consumer/subscription app; experience is DTC ecommerce and legal lead gen.",
"req-004 AppsFlyer attribution fluency: No mention of AppsFlyer or mobile attribution anywhere in the profile; listed tools are Google Analytics, SEM Rush, Spyfu.",
"req-009/subscription payback: No evidence of day-1/day-7 free-trial payback or subscription LTV:CAC optimization for an app."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "paul_at_farfalla_io",
"email": "paul@farfalla.io",
"name": "Paul Didwall",
"score": 53,
"passes_all_hard": false,
"summary": "Paul is a Director-level Paid Social Media Marketer with genuine paid social breadth, creative testing experience, and DTC/ecommerce exposure. However, his recent, verifiable work is overwhelmingly B2B lead-gen paid social (LinkedIn/Reddit ABM, CPL reduction) and paid search/YouTube, not consumer mobile app-install acquisition. There is no evidence of mobile app install campaigns, AppsFlyer attribution, day-1/day-7 payback optimization, or heavy short-form video creative for a consumer subscription app. Multiple HARD requirements are unmet, so he does not pass.",
"synthesis_quote": "focusing on strategic paid social media marketing, particularly on Meta and TikTok. They are dedicated to supporting e-commerce brands",
"weighted_scores": {
"hard_requirements_fit": {
"score": 38,
"weight": 25,
"evidence": "\"focusing on strategic paid social media marketing, particularly on Meta and TikTok\" but no app-install, AppsFlyer, or payback evidence",
"rationale": "Meta/TikTok paid social is claimed (req-001/002), but three HARD requirements are unmet: no mobile app install campaigns (req-003), no AppsFlyer attribution (req-004), and no evidence of rapid video creative iteration for a consumer app (req-006). Recent shipped work is B2B LinkedIn/Reddit ABM and paid search, not consumer app acquisition."
},
"functional_expertise": {
"score": 62,
"weight": 20,
"evidence": "\"Introduced creative testing structure to drive a 23% reduction in CPL among winning creatives\"; \"Designed and implemented creative testing strategy, helping to identify the top 20% of creative assets\"",
"rationale": "Real paid social and creative-testing depth exists, but the bulk of demonstrated depth is B2B lead-gen and paid search/YouTube rather than consumer paid social app acquisition, which is the specific function this role needs."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "industries include \"Apps\", \"Ecommerce\"; target_buyer includes \"Parents / Children\"; \"supporting e-commerce brands\"",
"rationale": "Apps and DTC ecommerce are listed and Parents/Children is a tagged audience, giving partial relevance. But the concrete recent engagements are B2B (M&T Bank, Octane11, Lionbridge, SkanAI) with no consumer subscription app or parenting-app work shown."
},
"hands_on_execution": {
"score": 68,
"weight": 15,
"evidence": "\"LinkedIn Ad campaign set-up and ongoing optimization\"; \"Completed audit + restructure of LinkedIn account\"; \"Implemented robust tagging structure\"",
"rationale": "Clearly a hands-on operator who builds, restructures, and optimizes campaigns himself. Execution is strong, but concentrated in the wrong channels/audience for this role."
},
"strategy_and_judgment": {
"score": 65,
"weight": 10,
"evidence": "\"Planned budget allocations per channel based on biweekly performance\"; \"identify the top 20% of creative assets and allowing for scale\"",
"rationale": "Shows sound testing judgment, budget allocation, and find-the-winner instincts, transferable to the channel-prioritization mindset the role wants, though not demonstrated in a mobile-app payback context."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "tools: \"Canva, Ecommerce tools (Shopify, Magento), Excel/Sheets, Google Analytics\"; \"Looker Studio Analytics/Supermetrics\"",
"rationale": "Has general analytics/creative tooling and Meta/TikTok familiarity, but no AppsFlyer, no Amplitude, and no App Store ads evidence — the core measurement/attribution stack for this role is absent."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "\"23% reduction in CPL\"; \"Improved LinkedIn CPL by 17% MoM\"; \"Leveraged internal attribution tool to run incrementally tests\"",
"rationale": "Solid KPI ownership and iteration on CPL/incrementality, but no evidence of LTV:CAC or early free-trial payback measurement, which is the defining success metric here."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "status: onboarded; has_availability: true; preferred_hourly_pay_rate: $80/hr; location United States",
"rationale": "US-based, available, and onboarded. $80/hr roughly aligns with the $7-8k/month retainer band depending on hours. Fit is reasonable but not confirmed against the retainer structure."
}
},
"final_score_rationale": "The score is driven down by failure on multiple HARD requirements: no evidence of mobile app install campaigns (req-003), no AppsFlyer fluency (req-004), and no rapid video creative iteration for a consumer app (req-006). His genuine strengths — paid social breadth, creative testing, hands-on execution, and budget optimization — are concentrated in B2B lead-gen (LinkedIn/Reddit ABM) and paid search/YouTube, which do not transfer to a consumer subscription app-install, short-form-video, payback-optimization role. Meta/TikTok and DTC/apps tags provide partial credit, but the recent, verifiable work does not match this specific paid-social-app lane.",
"evidence_snippets": [
"focusing on strategic paid social media marketing, particularly on Meta and TikTok. They are dedicated to supporting e-commerce brands",
"Introduced creative testing structure to drive a 23% reduction in CPL among winning creatives",
"Implemented an ABM audience approach to deliver ads to a hyper-targeted list of relevant B2B users",
"Paid Social Media: LinkedIn Ad campaign set-up and ongoing optimization",
"tools: Canva, Ecommerce tools (Shopify, Magento, etc), Excel/Sheets, Google Analytics",
"primary_specialty: Paid Social ... seniority: Director",
"\"focusing on strategic paid social media marketing, particularly on Meta and TikTok\" but no app-install, AppsFlyer, or payback evidence",
"\"Introduced creative testing structure to drive a 23% reduction in CPL among winning creatives\"; \"Designed and implemented creative testing strategy, helping to identify the top 20% of creative assets\""
],
"three_rs": {
"role_fit": "Partial: real paid social specialist, but recent work is B2B lead-gen and paid search rather than consumer app-install acquisition.",
"risk": "High: no demonstrated AppsFlyer/app-install/payback experience means a steep ramp on the core role mechanics under a 6-week runway.",
"reward": "Moderate: strong creative testing and hands-on optimization habits could translate if the app-acquisition gap were bridged."
},
"match_reasons": [
{
"reason": "Director-level paid social specialist with Meta/TikTok focus",
"evidence": "focusing on strategic paid social media marketing, particularly on Meta and TikTok"
},
{
"reason": "Hands-on creative testing that identifies and scales winners",
"evidence": "identify the top 20% of creative assets and allowing for scale"
},
{
"reason": "Hands-on campaign build and optimization operator",
"evidence": "LinkedIn Ad campaign set-up and ongoing optimization"
}
],
"hard_fail_reasons": [
"req-003 (mobile app install campaigns): No evidence of running app install campaigns for a consumer/subscription app; work history is B2B lead-gen and paid search.",
"req-004 (AppsFlyer attribution): No mention of AppsFlyer; tools listed are Google Analytics, Looker Studio, Supermetrics.",
"req-006 (rapid video creative iteration): Creative testing shown is for B2B CPL, not short-form/UGC video for a consumer launch; no video-creative iteration evidence.",
"req-005 (single-channel consumer paid social ownership): Recent ownership is spread across LinkedIn/Reddit/Google/YouTube B2B work, not consumer Meta/TikTok app acquisition."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "kurlyrtr_at_gmail_com",
"email": "kurlyrtr@gmail.com",
"name": "Kirill Lantsouzovski",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is OFFBOARDED.",
"synthesis_quote": "Candidate was not sent to the LLM evaluator because a deterministic hard screen fired.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 0,
"weight": 25,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"functional_expertise": {
"score": 0,
"weight": 20,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"industry_audience_relevance": {
"score": 0,
"weight": 12,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"hands_on_execution": {
"score": 0,
"weight": 15,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"strategy_and_judgment": {
"score": 0,
"weight": 10,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"tool_platform_fit": {
"score": 0,
"weight": 8,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"measurement_optimization": {
"score": 0,
"weight": 6,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"availability_budget_fit": {
"score": 0,
"weight": 4,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
}
},
"final_score_rationale": "Deterministic hard screen fired: Profile status is OFFBOARDED.",
"evidence_snippets": [
"---\n# Identity\nemail: \"kurlyrtr@gmail.com\"\nname: Kirill Lantsouzovski\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2023-10-24\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-06T20:20:26.893316+00:00\nneon_updated_at: 2025-10-12T08:22:55.929864+00:00\n---\n\n# Kirill La"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"kurlyrtr@gmail.com\"\nname: Kirill Lantsouzovski\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2023-10-24\n\n# Metadata\nsource: neon (live)\ngenerated_at:"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is OFFBOARDED."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is OFFBOARDED."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "cydschwartz_at_gmail_com",
"email": "cydschwartz@gmail.com",
"name": "Cydney Schwartz",
"score": 0,
"passes_all_hard": false,
"summary": "Excluded by deterministic hard screen: Profile status is OFFBOARDED.",
"synthesis_quote": "Candidate was not sent to the LLM evaluator because a deterministic hard screen fired.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 0,
"weight": 25,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"functional_expertise": {
"score": 0,
"weight": 20,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"industry_audience_relevance": {
"score": 0,
"weight": 12,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"hands_on_execution": {
"score": 0,
"weight": 15,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"strategy_and_judgment": {
"score": 0,
"weight": 10,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"tool_platform_fit": {
"score": 0,
"weight": 8,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"measurement_optimization": {
"score": 0,
"weight": 6,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
},
"availability_budget_fit": {
"score": 0,
"weight": 4,
"evidence": "No evidence provided.",
"rationale": "No rationale provided."
}
},
"final_score_rationale": "Deterministic hard screen fired: Profile status is OFFBOARDED.",
"evidence_snippets": [
"---\n# Identity\nemail: \"cydschwartz@gmail.com\"\nname: Cydney Schwartz\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-03-04\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2026-07-06T20:20:27.169499+00:00\nneon_updated_at: 2026-03-04T16:28:05.770071+00:00\n---\n\n# Cydney Schw"
],
"three_rs": {
"recency": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "---\n# Identity\nemail: \"cydschwartz@gmail.com\"\nname: Cydney Schwartz\nstatus: OFFBOARDED\n\n# Availability\nhas_availability: false\noffboarded_at: 2026-03-04\n\n# Metadata\nsource: neon (live)\ngenerated_at: 2"
},
"relevance": {
"score": 0,
"evidence": "offboarded_or_unavailable",
"detail": "Profile status is OFFBOARDED."
},
"reputation": {
"score": 0,
"evidence": "Not evaluated",
"detail": "Candidate was excluded before LLM evaluation."
}
},
"match_reasons": [],
"hard_fail_reasons": [
"Profile status is OFFBOARDED."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "vikash_at_betheretoday_co",
"email": "vikash@betheretoday.co",
"name": "Vikash Shah",
"score": 47,
"passes_all_hard": false,
"summary": "Vikash is a senior, data-driven growth/paid-media leader with broad omnichannel and Facebook Ads budget-management experience (up to 8-figure media budgets, $1.25M/mo Facebook Ads for DTC apparel). However, he profiles as a growth marketing leader/strategist who manages agencies and teams rather than a hands-on, single-channel paid social specialist. Critical gaps: no evidence of TikTok paid, no mobile app install campaign experience, no AppsFlyer fluency, and no rapid video-creative iteration. He fails multiple HARD requirements and is a poor fit for this specialist role.",
"synthesis_quote": "Manage a monthly Facebook Ads budget of $1,250,000, executing and strategizing for an apparel and shoe company... Achieved a New Customer ROAS of 2.5x",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "Manage a monthly Facebook Ads budget of $1,250,000... Achieved a New Customer ROAS of 2.5x; tools list Facebook, Instagram but no TikTok, no AppsFlyer, no app install experience.",
"rationale": "Strong Meta/Facebook paid evidence partially satisfies req-002, but the candidate fails TikTok paid social, mobile app install campaigns, AppsFlyer fluency, and rapid video creative iteration. Multiple HARD requirements are missing or contradicted."
},
"functional_expertise": {
"score": 55,
"weight": 20,
"evidence": "Senior Director of Growth and Paid Media... Own and execute GTM strategy across 9 business lines; Manage an 8 figure paid media budget, leading omnichannel campaigns.",
"rationale": "Deep paid media/growth expertise but as an omnichannel leader, not a paid social specialist going deep on Meta+TikTok creative. Breadth over the specialist depth this role demands."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "target_buyer includes 'Parents / Children'; industries include 'Apps'; GigSmart 'mobile applications' but B2B staffing; Subscriptions listed among products.",
"rationale": "Some tangential B2C consumer and 'Apps' tags, and a parents/children buyer tag, but no concrete consumer subscription app or parenting-app marketing. GigSmart app work was not app-install paid social."
},
"hands_on_execution": {
"score": 45,
"weight": 15,
"evidence": "leading 4 reports and 2 agencies; overseeing paid social and paid search campaigns managed by an agency; but also 'executing and strategizing' the $1.25M Facebook budget.",
"rationale": "Mixed: some hands-on Facebook Ads execution at dLuxury, but much of the profile is agency/team management and oversight, which the role explicitly does not want."
},
"strategy_and_judgment": {
"score": 70,
"weight": 10,
"evidence": "Developed an iterative campaign review process... launching 26 tests; Translated enterprise objectives into integrated marketing strategies driving 9.4% sales growth.",
"rationale": "Clear strategic judgment, testing discipline, and data-driven prioritization. This is a genuine strength, though pitched at leadership rather than channel-specialist level."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Google Analytics, Google Tag Manager, Looker, Tableau, Heap; A/B testing tools. No TikTok, no AppsFlyer, no App Store ads.",
"rationale": "Has Meta and analytics tooling, but is missing the role-critical stack: TikTok Ads, AppsFlyer, Amplitude, App Store ads. Partial fit only."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "Decreased CPC 7x... Achieved a ROAS of 4.4x, with a <$85 CPA; Built 4 dashboards; Decreased CPA by 11%.",
"rationale": "Solid measurement/optimization chops with CPA/ROAS/CPC metrics and dashboards, but no evidence of mobile payback windows (D1/D7 free-trial payback) or LTV:CAC on app installs."
},
"availability_budget_fit": {
"score": 60,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $75/hr; status: active; has_availability: true; location New York (US).",
"rationale": "Active and available, US-based. $75/hr implies roughly the retainer range depending on hours; ASAP start plausible. Reasonable soft fit."
}
},
"final_score_rationale": "The score is driven down by multiple HARD requirement failures: no TikTok paid social (req-001/002), no mobile app install campaign experience (req-003), no AppsFlyer attribution fluency (req-004), and no evidence of rapid video-creative iteration (req-006). The role wants a hands-on single-channel specialist, but Vikash's profile is a senior omnichannel growth/paid-media leader who manages agencies and teams (req-005/req-017 concerns). His genuine strengths — large Facebook Ads budget management, ROAS/CPA optimization, testing discipline, and strategic judgment — are real but sit in a different lane (DTC ecommerce / B2B SaaS leadership) than mobile-app paid-social creative iteration. These strengths cannot be transferred to satisfy the missing app-install, TikTok, and AppsFlyer requirements.",
"evidence_snippets": [
"Manage a monthly Facebook Ads budget of $1,250,000, executing and strategizing for an apparel and shoe company",
"Achieved a New Customer ROAS of 2.5x (Elevar Metric) with a <$40 CPA",
"Senior Director of Growth and Paid Media ... leading 4 reports and 2 agencies in Paid Media, Email, SEO, and CRO",
"Manage an 8 figure paid media budget, leading omnichannel campaigns",
"This role includes overseeing paid social and paid search campaigns managed by an agency",
"tools: Facebook, Instagram, Google Analytics, ... Looker, Tableau (no TikTok, no AppsFlyer)",
"Manage a monthly Facebook Ads budget of $1,250,000, executing and strategizing for an apparel and shoe company... Achieved a New Customer ROAS of 2.5x",
"Manage a monthly Facebook Ads budget of $1,250,000... Achieved a New Customer ROAS of 2.5x; tools list Facebook, Instagram but no TikTok, no AppsFlyer, no app install experience."
],
"three_rs": {
"reject": "Fails core HARD requirements — no TikTok paid social, no mobile app install experience, no AppsFlyer fluency, and profiles as an agency/team-managing leader rather than a hands-on single-channel specialist.",
"revise": "If considered, confirm any direct TikTok Ads and mobile app install campaign work, AppsFlyer/Amplitude hands-on experience, and willingness to personally build/iterate video creative rather than delegate to agencies.",
"reference": "Strongest relevant proof is Meta/Facebook paid media at scale ($1.25M/mo, 2.5-4.4x ROAS) and testing discipline (26 tests, iterative review process)."
},
"match_reasons": [
{
"reason": "Substantial hands-on Meta/Facebook Ads experience at scale",
"evidence": "Manage a monthly Facebook Ads budget of $1,250,000 ... Achieved a New Customer ROAS of 2.5x"
},
{
"reason": "Strong measurement and optimization discipline",
"evidence": "Decreased CPC 7x ... launching 26 tests and boosting visit-to-MQL conversion by 11%"
},
{
"reason": "Senior strategic growth leadership",
"evidence": "Own and execute GTM strategy across 9 business lines ... driving 9.4% sales growth, $11M+ revenue"
}
],
"hard_fail_reasons": [
"req-001/req-002: No evidence of TikTok paid social; paid social experience is Meta/Facebook and search only.",
"req-003: No mobile app install campaign experience for a consumer/subscription app; GigSmart app work was B2B staffing, not app-install paid acquisition.",
"req-004: No AppsFlyer attribution fluency anywhere in the profile.",
"req-006: No evidence of building/rapidly iterating video creative; profile emphasizes budget/agency management and analytics.",
"req-005/req-017: Profiles as an omnichannel growth leader managing agencies and reports, contradicting the hands-on single-channel specialist requirement."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "samhchoi94_at_gmail_com",
"email": "samhchoi94@gmail.com",
"name": "Sam Choi",
"score": 86,
"passes_all_hard": true,
"summary": "Sam Choi is a senior mobile UA/paid social specialist with deep, directly relevant experience: he led User Acquisition at Hopper and Life360, running Meta, TikTok, ASA, Google UAC, and DSP app install campaigns with $100M+ of personally managed spend. He has strong subscription-app payback experience (Day 8 ROI 7%->18% at Life360), creative iteration systems (+500% creative win-rate), and consumer B2C app focus. The main gaps are that some senior roles involved team/agency management (delegation risk for a fully hands-on solo role) and no explicit AppsFlyer or parenting/family evidence. Overall an excellent fit for Peggy's paid social specialist role.",
"synthesis_quote": "I've run 7-8 figure UA programs at startups like Hopper and Life360—everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 85,
"weight": 25,
"evidence": "Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs; led UA for Life360's new subscription product; Day 8 ROI improvement from 7% to 18%",
"rationale": "Meets nearly all HARD requirements: deep Meta/TikTok paid social, app install campaigns, consumer subscription apps, and early payback windows (Day 8 ROI). AppsFlyer is not explicitly named (uses Amplitude, Optimizely, various MMP-adjacent tools), a minor gap given his obvious mobile attribution fluency. Budget: prefers $50/hr which is well within retainer range."
},
"functional_expertise": {
"score": 92,
"weight": 20,
"evidence": "$100M+ of personally managed ad spend; 7-8 figure UA programs at Hopper and Life360; Boosted ROAS by 62%; Scaled a VPN startup's ad spend by 585% while maintaining target CAC",
"rationale": "Exceptional, specific, mobile paid social/UA depth across exactly the channels the role needs (Meta, TikTok, ASA). Primary specialty is Paid Social. Strong quantified outcomes."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Led User Acquisition for Life360's new subscription product that grew revenue by 183%; industries: Apps; audiences: Consumers (B2C); Boosted subscriptions by 42% for a social network startup",
"rationale": "Strong consumer subscription app relevance (Life360 is a family-safety consumer subscription app, closely adjacent to a parenting/family audience). No explicit US-parents-of-5-15 targeting, but Life360's family audience is highly comparable."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "AutomateUA: I help startups scale their user acquisition programs profitably with ads. I have +$100M of personally managed ad spend; personally managed ad spend for a travel startup; Redesigned bidding strategies, tested conversion events, and analyzed creative performance",
"rationale": "Current consultant role and earlier roles show clear hands-on execution (personally managed spend, bidding, testing). However Hopper was a leadership role directing a team, agencies, and designers, introducing some delegation risk for a solo build-from-scratch operator role; his consulting work mitigates this."
},
"strategy_and_judgment": {
"score": 88,
"weight": 10,
"evidence": "Eliminated $1M of non-incremental monthly spend by conducting lift tests and fraud analyses; Enhanced monthly creative win-rate by +500% by streamlining testing protocols; strategically grouping 50 geos",
"rationale": "Strong diagnostic and prioritization judgment: incrementality lift testing, structured creative testing, channel/geo strategy — directly relevant to finding a winning channel/creative combo."
},
"tool_platform_fit": {
"score": 78,
"weight": 8,
"evidence": "tools: A/B testing tools (Optimizely), Amplitude, Data Analytics, Facebook, Google AdMob, Google Analytics, Google Bigquery, Google Campaign Manager",
"rationale": "Strong platform fit (Meta, TikTok, ASA, Amplitude explicitly listed). AppsFlyer not explicitly listed but attribution fluency is evident; Amplitude is a direct match to Peggy's onboarding analytics tool."
},
"measurement_optimization": {
"score": 90,
"weight": 6,
"evidence": "Day 8 ROI improvement from 7% to 18%; ASA LAT analyses and k-factor via indirect Circle attribution; Increased retargeting ROI +202%; maintaining target CAC",
"rationale": "Excellent measurement and optimization proof directly aligned with day-1/day-7 payback and LTV:CAC goals, including sophisticated attribution and incrementality work."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $50/hr; location: Davis, California, US",
"rationale": "Active with availability, US-based (good timezone overlap for founder collaboration), and $50/hr is comfortably within the $7,000-$8,000 monthly retainer range."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, highly specific mobile paid social/UA expertise ($100M+ personally managed spend across Meta, TikTok, ASA, DSPs), directly relevant consumer subscription app experience at Life360 and Hopper, strong early-payback measurement (Day 8 ROI 7%->18%), and disciplined creative testing (+500% win-rate). Minor penalties: AppsFlyer is not explicitly named (though clear attribution fluency mitigates this), the Hopper role was team/agency leadership introducing some delegation risk for a solo hands-on build, and no direct US-parents-5-15 or parenting-app evidence (Life360's family audience is close but not exact). All HARD requirements are effectively met, so passes_all_hard is true.",
"evidence_snippets": [
"I've run 7-8 figure UA programs at startups like Hopper and Life360—everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs, while achieving ROI targets",
"Drove a 42% increase in subscriptions & Day 8 ROI improvement from 7% to 18% while reducing ASA spend by 47%",
"Enhanced monthly creative win-rate by +500% by streamlining testing protocols, operational workflows, and insight-driven iterations",
"I have +$100M of personally managed ad spend under my belt",
"primary_specialty: Paid Social",
"Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs; led UA for Life360's new subscription product; Day 8 ROI improvement from 7% to 18%",
"$100M+ of personally managed ad spend; 7-8 figure UA programs at Hopper and Life360; Boosted ROAS by 62%; Scaled a VPN startup's ad spend by 585% while maintaining target CAC"
],
"three_rs": {
"role_fit": "Strong specialist fit — senior mobile paid social/UA operator with exactly the channel mix (Meta, TikTok, ASA) and subscription-app payback focus the role demands.",
"risk": "Prior senior roles involved managing teams/agencies (delegation risk for a solo hands-on build); AppsFlyer and parenting/family-specific experience not explicitly evidenced.",
"reward": "Rare depth of profitable mobile UA scaling with proven early-payback optimization could rapidly find Peggy's winning channel/creative combo ahead of launch."
},
"match_reasons": [
{
"reason": "Deep hands-on paid social across Meta, TikTok, and ASA for mobile apps",
"evidence": "everything from Meta, Google, Tiktok, ASA, DSPs, etc."
},
{
"reason": "Mobile app install campaign experience for consumer subscription apps",
"evidence": "led User Acquisition for Life360's new subscription product that grew the company's revenue by 183%"
},
{
"reason": "Early payback / LTV:CAC optimization",
"evidence": "Day 8 ROI improvement from 7% to 18% while reducing ASA spend by 47%"
},
{
"reason": "Rapid creative iteration systems",
"evidence": "Enhanced monthly creative win-rate by +500% by streamlining testing protocols"
},
{
"reason": "Amplitude familiarity matching Peggy's onboarding analytics",
"evidence": "tools: Amplitude"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "shaungh_wolf_at_gmail_com",
"email": "shaungh.wolf@gmail.com",
"name": "Shaungh Wolf",
"score": 59,
"passes_all_hard": false,
"summary": "Shaungh Wolf is a seasoned full-funnel growth operator with deep DTC/ecommerce paid media experience across Meta, Google, TikTok, and Amazon, and strong LTV:CAC / payback modeling chops. He personally executes media buying and creative testing at scale ($400M+ managed, $1M/day at peak). However, this is a paid-social specialist app-install role, and his profile is heavily weighted toward blended DTC/ecom/Amazon growth generalism rather than deep single-channel paid social ownership. Critically, there is no explicit evidence of mobile app install campaign expertise on Meta/TikTok, and no AppsFlyer fluency (his attribution stack is GA4, Triple Whale, Northbeam, Hyros — ecommerce-oriented, not mobile MMP). These are HARD requirements, so he fails the hard gate despite strong adjacent skills.",
"synthesis_quote": "Combines executive strategy with hands-on execution to deliver measurable, repeatable growth.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 45,
"weight": 25,
"evidence": "Attribution: GA4, Triple Whale, Northbeam, Hyros, Post-Purchase Surveys; no AppsFlyer; no explicit Meta/TikTok app-install campaign proof",
"rationale": "Strong paid social media buying on Meta/TikTok exists, but two HARD requirements — AppsFlyer fluency and mobile app install campaigns for a consumer/subscription app — are not evidenced. His attribution stack is ecommerce/DTC (Triple Whale, Northbeam, Hyros), not a mobile MMP. Fails the hard gate."
},
"functional_expertise": {
"score": 70,
"weight": 20,
"evidence": "$400M+ paid spend managed across Meta, Google, TikTok, Amazon; Rebuilt Meta+Google to stabilize CAC; Built creative performance systems: briefs, UGC pipeline, test roadmaps",
"rationale": "Deep paid media expertise is clear, but it is spread across a full-funnel generalist practice (Meta, Google, Amazon, CRO, lifecycle) rather than specialist-level, single-channel paid social depth. Meta is strong; TikTok is present but less deeply proven as a standalone owned channel."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "Generation Genius (EdTech) targeting parent-teacher associations, YouTube+Facebook Ads; FlashFood two-sided grocery marketplace app; Freemium/app funnel experience: onboarding + lifecycle",
"rationale": "Some relevant adjacency: parent-focused EdTech targeting, subscription DTC, and a marketplace app. But no direct US-parenting consumer subscription app or true mobile-app-install monetization at the depth the brief needs; mostly DTC ecommerce."
},
"hands_on_execution": {
"score": 78,
"weight": 15,
"evidence": "Scaled daily ad spend from $20,000 to $140,000; Managed over $1M/day in spend at target CAC; Combines executive strategy with hands-on execution",
"rationale": "Clear operator who personally buys media, tests creative, and optimizes at scale — not merely advisory. Some senior/fractional advisory framing, but concrete hands-on scaling results are well documented."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "Reallocated spend toward high retention markets; Owned targets, forecasting, and budget allocation tied to CAC, payback, and contribution margin; parent-teacher network-effect targeting",
"rationale": "Strong diagnostic and prioritization judgment — channel-market fit, payback modeling, incrementality-informed measurement. This is a genuine strength."
},
"tool_platform_fit": {
"score": 60,
"weight": 8,
"evidence": "Ads: Meta, Google, Amazon DSP/PPC, TikTok, Bing; tools include Tiktok, Facebook, Instagram, Snapchat; Attribution: GA4, Triple Whale, Northbeam, Hyros",
"rationale": "Core paid social platforms (Meta, TikTok, Instagram) are present, but the required AppsFlyer and Amplitude are absent; his attribution stack is DTC/ecom-oriented, a meaningful gap for a mobile app install role."
},
"measurement_optimization": {
"score": 82,
"weight": 6,
"evidence": "LTV:CAC Analysis · Payback Modeling · Attribution; reduced CPA from $550 to $250 while scaling; Incrementality-informed measurement using holdouts/lift tests",
"rationale": "Excellent payback/LTV:CAC and experimentation orientation directly aligned to the day-1/day-7 payback success metric. One of his strongest areas, though on ecommerce rather than app-cohort payback."
},
"availability_budget_fit": {
"score": 40,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $200/hr; status: active; has_availability: true",
"rationale": "Available and active, but $200/hr implies a rate well above the $7,000-$8,000/month retainer for a full-ownership single-channel engagement; likely a budget mismatch for the intended time commitment."
}
},
"final_score_rationale": "The biggest positive drivers are hands-on execution, payback/LTV:CAC measurement, and strategic judgment — all well proven across large DTC/ecommerce accounts. However, the score is capped by failing the hard gate: no AppsFlyer attribution fluency (his stack is Triple Whale/Northbeam/Hyros/GA4) and no explicit mobile app install campaign experience for a consumer/subscription app. His paid social depth, while real, is embedded in a full-funnel generalist practice rather than the specialist single-channel ownership the role demands, and there is no parenting/family app fit. Budget/rate ($200/hr vs. $7.5k retainer) is a soft mismatch. Strong marketer, wrong specialization for this specific paid-social app-install brief.",
"evidence_snippets": [
"$400M+ paid spend managed across Meta, Google, TikTok, Amazon, retail media.",
"Attribution: GA4, Triple Whale, Northbeam, Hyros, Post-Purchase Surveys, Custom Models",
"Freemium/app funnel experience: onboarding + lifecycle messaging to convert users to paid.",
"reduced the CPA from $550 to $250, effectively optimizing the marketing budget",
"diversified the creative mix, with an emphasis on TikTok-style user-generated content (UGC)",
"Managed over $1M/day in spend in peak promotional period at target CAC",
"Combines executive strategy with hands-on execution to deliver measurable, repeatable growth.",
"Attribution: GA4, Triple Whale, Northbeam, Hyros, Post-Purchase Surveys; no AppsFlyer; no explicit Meta/TikTok app-install campaign proof"
],
"three_rs": {
"reach": "Deep reach across Meta/Google/TikTok/Amazon paid channels for DTC and marketplace audiences, but limited proven reach into mobile app-install audiences on a mobile MMP.",
"resonance": "Strong creative-testing and UGC-style short-form instincts (Daily Harvest TikTok UGC), plus parent-adjacent targeting from Generation Genius.",
"relevance": "Highly relevant DTC growth and payback skills, but only partially relevant to a specialist paid-social app-install role with AppsFlyer and a US-parenting subscription app."
},
"match_reasons": [
{
"reason": "Extensive hands-on Meta and TikTok media buying and creative testing",
"evidence": "$400M+ paid spend managed across Meta, Google, TikTok, Amazon"
},
{
"reason": "Strong payback/LTV:CAC and experimentation orientation matching success metric",
"evidence": "LTV:CAC Analysis · Payback Modeling · Attribution; Incrementality-informed measurement using holdouts/lift tests"
},
{
"reason": "UGC/short-form video creative instincts",
"evidence": "diversified the creative mix, with an emphasis on TikTok-style user-generated content (UGC)"
},
{
"reason": "Some parent-audience and app-funnel adjacency",
"evidence": "focusing on parent-teacher associations; Freemium/app funnel experience"
}
],
"hard_fail_reasons": [
"req-004 (AppsFlyer attribution fluency): No evidence of AppsFlyer or any mobile MMP; attribution stack is GA4, Triple Whale, Northbeam, Hyros — DTC/ecommerce tools, not mobile app attribution.",
"req-003 (Mobile app install campaign experience): No explicit evidence of running mobile app install campaigns for a consumer/subscription app; app funnel mentions are freemium onboarding/lifecycle, not paid install campaigns.",
"req-005/req-001 (specialist single-channel paid social ownership): Profile shows full-funnel generalist DTC/ecom growth leadership rather than specialist-level, single-channel paid social ownership."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "shayan_doosty_at_gmail_com",
"email": "shayan.doosty@gmail.com",
"name": "Shayan Doosty",
"score": 59,
"passes_all_hard": false,
"summary": "Shayan is a hands-on paid social specialist with deep Facebook/Meta media buying and creative iteration experience across DTC ecommerce brands (Cuts Clothing, QALO, Synchro) and large paid social campaigns (Amazon Glow, TurboTax, adidas). He personally builds creative, runs weekly creative iteration, and scales spend profitably. However, his evidence is overwhelmingly Meta/Facebook and ecommerce-centric — there is no demonstrated TikTok paid social work, no clear mobile app install campaign experience, and no evidence of AppsFlyer attribution fluency, all of which are HARD requirements for this app-install role. Several HARD requirements are unmet, so he does not pass.",
"synthesis_quote": "\"To ensure the ad content remained fresh and relevant, Shayan established weekly creative meetings... brainstorming new ideas, analyzing performance data, and iterating on successful ad elements.\"",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "primary_specialty: Paid Social; \"scale their Facebook advertising to increase user acquisition\"; industries include Apps but no TikTok, app install, or AppsFlyer evidence.",
"rationale": "Strong Meta/Facebook paid social and creative iteration meet part of req-001/002/005/006/007, but TikTok is not evidenced, mobile app install campaigns are not clearly shown (Amazon Glow was a product sales campaign, not a mobile app install), and AppsFlyer fluency is entirely absent. Multiple HARD requirements unmet."
},
"functional_expertise": {
"score": 78,
"weight": 20,
"evidence": "\"doubling from $500,000 to over $1 million\" Facebook profit at Cuts; \"Elevated the advertising budget from $5,000 to $40,000 per month... maintaining a 2.5x ROAS\" at Synchro.",
"rationale": "Deep, concrete paid social media-buying and creative-strategy expertise, but concentrated in Meta/Facebook rather than the full Meta+TikTok breadth the role requires."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "Amazon Glow campaign targeted \"parent and grandparent audiences\"; target_buyer includes \"Parents / Children\"; industries include \"Apps\" and \"Subscriptions.\"",
"rationale": "Some parent-audience and subscription/app tagging is present, and the Amazon Glow work touched parents/grandparents, but core experience is DTC apparel/ecommerce, not consumer subscription apps."
},
"hands_on_execution": {
"score": 82,
"weight": 15,
"evidence": "\"hands-on execution of advertising campaigns\" at QALO; \"utilized carousels and slideshows to build new ad concepts\" at Synchro.",
"rationale": "Clearly a personal operator who builds creative and runs campaigns directly, well suited to a build-from-scratch role."
},
"strategy_and_judgment": {
"score": 72,
"weight": 10,
"evidence": "\"rigorous testing to identify the most responsive demographics\"; \"leverage granular data to inform and optimize the ad creatives.\"",
"rationale": "Demonstrates testing judgment and audience prioritization, aligning with the find-the-winner mindset, though not tied to app-payback economics."
},
"tool_platform_fit": {
"score": 40,
"weight": 8,
"evidence": "tools: Canva, Photoshop, Google Analytics, Shopify; skills include Pixel setup, Retargeting.",
"rationale": "Has Meta pixel/creative tooling, but no AppsFlyer, no Amplitude, no App Store ads, and no TikTok platform evidence — poor fit for the role's mobile-attribution stack."
},
"measurement_optimization": {
"score": 68,
"weight": 6,
"evidence": "\"improved the cost per acquisition (CPA) efficiency by 15%\" at TurboTax; \"20% improvement in ROI\" at adidas.",
"rationale": "Solid ROAS/CPA/ROI optimization track record, but no evidence of day-1/day-7 payback or LTV:CAC measurement in a mobile subscription context."
},
"availability_budget_fit": {
"score": 45,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr; has_availability: false; status: onboarded 2021.",
"rationale": "Rate is compatible with budget, but has_availability is false and no ASAP-start signal, which is a concern given the six-week runway."
}
},
"final_score_rationale": "The biggest positive drivers are deep hands-on Meta/Facebook paid social execution, strong creative iteration cadence, and proven profitable scaling across DTC brands. The biggest penalties are failed HARD requirements: no TikTok paid social evidence, no clear mobile app install campaign experience, and no AppsFlyer attribution fluency — the exact stack this app-launch role depends on. His ecommerce/apparel strength does not transfer to the app-install, subscription-payback context, and availability is flagged false, capping the overall score.",
"evidence_snippets": [
"primary_specialty: Paid Social years_experience: 0 seniority: Mid",
"doubling from $500,000 to over $1 million ... Facebook ads",
"Elevated the advertising budget from $5,000 to $40,000 per month within six months while maintaining a 2.5x ROAS",
"hands-on execution of advertising campaigns (QALO)",
"improved the cost per acquisition (CPA) efficiency by 15% (TurboTax)",
"established weekly creative meetings ... iterating on successful ad elements",
"\"To ensure the ad content remained fresh and relevant, Shayan established weekly creative meetings... brainstorming new ideas, analyzing performance data, and iterating on successful ad elements.\"",
"primary_specialty: Paid Social; \"scale their Facebook advertising to increase user acquisition\"; industries include Apps but no TikTok, app install, or AppsFlyer evidence."
],
"three_rs": {
"reach": "Strong on Meta/Facebook paid social reach for DTC/ecommerce and large-budget campaigns (adidas, TurboTax, Amazon), but no TikTok or App Store ads reach evidenced.",
"resonance": "Demonstrated creative resonance through UGC-adjacent iteration, weekly creative testing, and audience-tailored content for parents/grandparents.",
"results": "Consistent revenue, ROAS, ROI, and CPA improvements, but no app-install payback or LTV:CAC results in a subscription-app context."
},
"match_reasons": [
{
"reason": "Hands-on Meta/Facebook paid social specialist who builds and iterates creative directly",
"evidence": "\"hands-on execution of advertising campaigns\"; \"weekly creative meetings ... iterating on successful ad elements\""
},
{
"reason": "Proven profitable scaling of paid social spend for DTC brands",
"evidence": "\"doubling from $500,000 to over $1 million\"; \"2.5x ROAS\" at Synchro"
},
{
"reason": "Some experience marketing to parent audiences",
"evidence": "Amazon Glow campaign differentiating \"parent and grandparent audiences\""
}
],
"hard_fail_reasons": [
"req-001 (Meta + TikTok): No TikTok paid social evidence anywhere in the profile; all paid social work is Meta/Facebook.",
"req-003 (Mobile app install campaigns): No clear mobile app install campaign experience for a consumer/subscription app; Amazon Glow was a product-sales campaign, not an app install/UA campaign.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile attribution platform; tooling is Meta pixel, GA, and Shopify.",
"req-002 (Full paid social channel ownership incl. TikTok): Only Meta/Facebook channel ownership demonstrated, not the required TikTok."
]
},
{
"candidate_id": "peter_opakunle_at_gmail_com",
"email": "peter.opakunle@gmail.com",
"name": "Pete Opakunle",
"schema_version": "CandidateEvaluationV1",
"score": 79,
"passes_all_hard": true,
"summary": "Pete is a senior paid social specialist with deep, hands-on Meta and TikTok execution across a wide range of accounts, including mobile app install campaigns (Meta App Campaigns, Prime Video CPI, Validated app installs, Opus Clip trial funnels). He explicitly runs creative testing systems and full-funnel free-trial conversion optimization, which maps well to Peggy's launch-focused, single-channel, iterate-fast brief. Gaps: no explicit AppsFlyer/Amplitude mention (attribution described generically via CAPI/GA), and no parenting/family or clearly US-consumer-subscription-to-parents audience evidence. Rate ($60/hr) is well within budget. Overall a strong, relevant operator for this role.",
"synthesis_quote": "I'm a senior paid social strategist focused on building systems that perform, scale, and hold up over time... diagnosing what's broken, rebuilding with intent, and staying accountable through execution.",
"final_score_rationale": "Biggest positive drivers: genuinely deep, hands-on paid social expertise across Meta and TikTok (TikTok Spark Ads, Meta App Campaigns), documented mobile app install experience (Prime Video CPI 25-30% below forecast, Validated app install consolidation, Opus Clip trial funnels), rapid creative-testing cadences with concrete lift metrics, and full-stack single-channel ownership (audit-rebuild-scale pattern repeated across many engagements). He clearly executes personally, fitting the operator requirement. Penalties: no explicit AppsFlyer attribution fluency (a HARD requirement) — attribution evidence is CAPI/GA/internal benchmarking, so this is inferred rather than proven, capping hard_requirements_fit and tool_platform_fit; no Amplitude; no parenting/family or US-parents-of-kids audience evidence, weakening industry/audience relevance. He does have consumer-subscription free-trial payback experience (Opus Clip free-to-paid conversion) which partially supports the LTV:CAC success metric. Net: strong operator, minor unproven-tool risk.",
"evidence_snippets": [
"primary_specialty: Paid Social ... seniority: Director",
"Meta App Campaigns - PMAX Campaigns ... TikTok Spark Ads - Tiktok",
"Drove CPI 25–30% below forecast for Prime Video app acquisition campaigns.",
"Consolidated 30+ ad sets into high-liquidity funnels across app install campaigns, cut learning-phase time 45%",
"Launched full-funnel trial system across 9 markets, drove 22% lift in free-to-paid conversion within 60 days.",
"Established A/B creative testing cadence, identified top performers and lifted CTR 52% in 30 days",
"I'm a senior paid social strategist focused on building systems that perform, scale, and hold up over time... diagnosing what's broken, rebuilding with intent, and staying accountable through execution.",
"TikTok Spark Ads - Meta App Campaigns; Drove CPI 25-30% below forecast for Prime Video app acquisition campaigns"
],
"three_rs": {
"reach": "Deep reach across Meta (Instagram/Facebook) and TikTok Spark Ads, plus Snapchat, Pinterest; runs global multi-market app install and acquisition campaigns.",
"resonance": "Strong creative-testing instincts — hooks/formats/messaging angles, UGC + dynamic assets, motion-first creative — with repeated CTR lifts (52-67%).",
"results": "Concrete performance outcomes: CPI 25-30% below forecast, 5-6x ROAS, CPA cuts of 25-48%, free-to-paid conversion +22%; but early payback (D1/D7) via AppsFlyer not explicitly demonstrated."
},
"match_reasons": [
{
"reason": "Senior specialist-level, hands-on paid social across Meta and TikTok",
"evidence": "primary_specialty: Paid Social ... TikTok Spark Ads - Tiktok - Meta App Campaigns"
},
{
"reason": "Direct mobile app install campaign experience for consumer apps",
"evidence": "Drove CPI 25–30% below forecast for Prime Video app acquisition campaigns; Consolidated 30+ ad sets across app install campaigns"
},
{
"reason": "Rapid creative iteration under launch timelines with measurable lift",
"evidence": "Established creative production rhythm, enabled 5x faster asset testing; lifted CTR 52% in 30 days"
},
{
"reason": "Full end-to-end single-channel ownership (audit → rebuild → scale)",
"evidence": "Most engagements start with an audit ... followed by a rebuild designed to stabilize performance before scaling"
}
],
"hard_fail_reasons": [],
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "TikTok Spark Ads - Meta App Campaigns; Drove CPI 25-30% below forecast for Prime Video app acquisition campaigns",
"rationale": "Satisfies paid social (Meta+TikTok), app install, single-channel ownership, self-directed operator, and rapid creative iteration hard requirements with strong evidence. AppsFlyer attribution fluency (a HARD requirement) is not explicitly stated — attribution shown via CAPI/GA/internal benchmarking — so this is inferred rather than proven, holding the score below the top band. Not treated as a hard fail given clear attribution/measurement competence, but flagged as risk."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "9-figure media budgets ... strict CAC, ROAS; structured A/B testing systems across media and creative; TikTok/Snapchat/Pinterest launch frameworks",
"rationale": "Exceptional depth and specificity in paid social media and creative strategy across many accounts and platforms; clearly the core function of this role."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "consumer subscription free-trial (Opus Clip free-to-paid conversion); industries include Apps, Ecommerce; brands Pampers, Tide",
"rationale": "Has consumer app + subscription free-trial experience and touched family-adjacent CPG brands (Pampers/Tide), but no direct US-parents-of-kids-5-15 or parenting/family app audience evidence."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "Audited fragmented Meta accounts ... rebuilt into scalable CBO structure; Implemented Meta Conversions API; Used AI and editing tools to repurpose creatives",
"rationale": "Strong repeated evidence of personally auditing, rebuilding, testing, and optimizing accounts. Some senior roles involve managing teams of buyers, but IC execution is well documented."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "diagnosing what's broken, rebuilding with intent; Developed data-driven growth roadmap and consolidation plan; shift mindset from micro-targeting to machine-learning",
"rationale": "Clear diagnostic, prioritization, and testing judgment; consistent audit-then-rebuild-then-scale framework fits find-the-winner mindset."
},
"tool_platform_fit": {
"score": 65,
"weight": 8,
"evidence": "Meta App Campaigns - PMAX - TikTok Spark Ads - Optimizely - AdEspresso - Google Analytics; Implemented Meta Conversions API",
"rationale": "Strong platform/tool fit on the ad and testing side, but the role's named attribution stack (AppsFlyer) and analytics (Amplitude) are not mentioned, lowering exact fit."
},
"measurement_optimization": {
"score": 82,
"weight": 6,
"evidence": "Drove CPI 25-30% below forecast; reduced cost per signup $3.00 → $1.78; 22% lift in free-to-paid conversion; internal benchmarking and surrogate performance metrics",
"rationale": "Strong KPI ownership, funnel diagnosis, and iterative optimization including free-trial conversion, though early D1/D7 payback windows via AppsFlyer not explicitly shown."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr; status: active; has_availability: true; location Los Angeles, US",
"rationale": "Active and available, US-based (good timezone overlap with founder), and rate is comfortably within the $7-8k/month retainer range."
}
}
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jtabuzo_at_gmail_com",
"email": "jtabuzo@gmail.com",
"name": "Jason Tabuzo",
"score": 59,
"passes_all_hard": false,
"summary": "Jason is a strong, hands-on DTC/consumer paid media operator with deep Meta and TikTok expertise, heavy video creative iteration experience (40+ ads/week), and proven scaling across paid social. He is an excellent fit for the paid social channel ownership, creative iteration, and self-directed operator requirements. However, his experience is almost entirely web/ecommerce DTC (Shopify, subscription supplements, skincare) — there is no evidence of mobile app install campaigns or AppsFlyer attribution fluency, both of which are HARD requirements for this app-focused role. He therefore fails on the app install and mobile attribution dimensions.",
"synthesis_quote": "Performance Marketing Expert (in both strategy and execution) across paid social, paid search, DTC, Amazon, brand, and creative.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 55,
"weight": 25,
"evidence": "\"launched over 40 ads/week, rapidly scaling winners and spend to over $1.2M/month\"; \"Launched TikTok Shop + scaled TikTok as a new customer acquisition channel\" — but no app install or AppsFlyer evidence.",
"rationale": "Satisfies Meta/TikTok paid social ownership, rapid creative iteration, and self-directed operator hard requirements strongly, but shows no mobile app install campaign experience and no AppsFlyer fluency — two HARD requirements. Cannot pass all hard requirements."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "\"Own 8-figure annual media spend across paid social, paid search...\"; \"launched over 40 ads/week, rapidly scaling winners\"; \"Delivered over 100 high-quality ad creatives for skincare brand Solawave\".",
"rationale": "Deep, specific paid social and creative expertise across Meta and TikTok with concrete scaling and creative-volume proof. Core function is a strong match."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "\"D2C, telehealth, e-commerce, and B2B startups\"; skincare, pet, beverages, supplements. Subscription telehealth (Curology, Maximus) present but no parenting/family or mobile-app audience.",
"rationale": "Consumer/DTC and subscription-adjacent experience is relevant, but it is web/ecommerce rather than mobile app, and there is no parenting/family (kids 5-15) audience evidence."
},
"hands_on_execution": {
"score": 88,
"weight": 15,
"evidence": "\"launched over 40 ads/week, rapidly scaling winners\"; \"drove the A/B testing process for both copy and landing pages\"; \"Launched first ads and quickly found winners to iterate on\".",
"rationale": "Clear hands-on operator who personally launches, tests, and iterates creative and campaigns at high volume. Strong execution proof, though recent roles trend toward larger-team leadership."
},
"strategy_and_judgment": {
"score": 80,
"weight": 10,
"evidence": "\"Launched first ads and quickly found winners to iterate on\"; \"Strategic Pivoting... resetting and adapting the campaigns\"; grew ARR from $2M to >$5M.",
"rationale": "Demonstrates find-the-winner iteration mindset, strategic pivots, and testing judgment aligned with the channel-prioritization goal."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "\"martech stack (GA, Shopping feed, Meta Ads, Mailchimp)\"; tools list Google Analytics, SEM Rush; Meta/TikTok ads throughout.",
"rationale": "Strong on Meta/TikTok ad platforms, but no AppsFlyer, Amplitude, or App Store ads evidence — the mobile-specific stack this role requires is absent."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "\"regular data-driven testing across multiple channels and iterates on best performing creative\"; \"record-low CPA of less than $50 per lead\"; A/B testing on copy and landing pages.",
"rationale": "Solid CPA/CAC optimization and A/B testing track record, but no evidence of mobile payback windows (day-1/day-7 free-trial) or AppsFlyer-based measurement."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "\"preferred_hourly_pay_rate: $120/hr\"; \"status: active\", \"has_availability: true\"; US-based (Las Vegas).",
"rationale": "Active and available, US timezone friendly for direct founder work. $120/hr implies a retainer roughly at or slightly above the $7-8k band depending on hours; broadly plausible."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional hands-on paid social and creative-iteration proof (40+ ads/week, $1.2M/month scaling, TikTok scaling, 100+ creatives), strong DTC consumer background, and clear operator/find-the-winner judgment. Biggest penalties: two HARD requirements are unmet — mobile app install campaign experience and AppsFlyer attribution fluency are both absent; his acquisition work is web/Shopify DTC, not mobile app installs. Amplitude and App Store ads are also missing, and there is no parenting/family audience evidence. Because HARD requirements fail, passes_all_hard is false and hard_requirements_fit is capped, pulling the overall score down despite strong functional depth.",
"evidence_snippets": [
"launched over 40 ads/week, rapidly scaling winners and spend to over $1.2M/month",
"Launched TikTok Shop + scaled TikTok as a new customer acquisition channel",
"Own 8-figure annual media spend across paid social, paid search, direct partnerships, CTV, podcast, and affiliate channels",
"Delivered over 100 high-quality ad creatives for skincare brand Solawave",
"martech stack (GA, Shopping feed, Meta Ads, Mailchimp)",
"acquired customers at a record-low CPA of less than $50 per lead",
"Performance Marketing Expert (in both strategy and execution) across paid social, paid search, DTC, Amazon, brand, and creative.",
"\"launched over 40 ads/week, rapidly scaling winners and spend to over $1.2M/month\"; \"Launched TikTok Shop + scaled TikTok as a new customer acquisition channel\" — but no app install or AppsFlyer evidence."
],
"three_rs": {
"reject_reason": "No evidence of mobile app install campaign experience or AppsFlyer attribution fluency — both HARD requirements for this app-launch role.",
"risk": "His acquisition expertise is web/ecommerce DTC (Shopify, supplements, skincare); app install auction dynamics, MMP attribution (AppsFlyer), and day-1/day-7 in-app payback are unproven, which is the crux of this six-week launch.",
"reason_to_believe": "Elite hands-on Meta/TikTok paid social operator with high-volume creative iteration and consumer subscription/DTC scaling experience — the creative and channel muscle transfers well if he can ramp on the mobile/attribution stack."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social with heavy creative iteration",
"evidence": "launched over 40 ads/week, rapidly scaling winners and spend to over $1.2M/month"
},
{
"reason": "Self-directed operator building/owning paid channels end to end",
"evidence": "Owned paid marketing channels (paid social, paid search, affiliate, display)"
},
{
"reason": "Consumer/DTC subscription-adjacent experience",
"evidence": "Develop growth strategy and campaign execution for D2C, telehealth, e-commerce, and B2B startups"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install campaigns; all acquisition work is web/ecommerce DTC (Shopify, supplements, skincare).",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile measurement partner; measurement stack cited is GA/SEM Rush and web-based tracking."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "pedro_menezes_pereira_at_gmail_com",
"email": "pedro.menezes.pereira@gmail.com",
"name": "Pedro Menezes Pereira",
"score": 41,
"passes_all_hard": false,
"summary": "Pedro is a seasoned senior performance/PPC marketer with 15+ years and $175M+ managed ad spend, but his expertise is overwhelmingly Google Ads-centric (e-commerce DTC retail: jewelry, watches, supplements, candles). While Meta/Facebook Ads appear across his roles, he is consistently titled a \"Senior PPC Manager Strategist (Google Ads & Facebook Ads)\" with Facebook as a secondary channel, and there is no evidence of TikTok paid social depth, mobile app install campaigns, AppsFlyer attribution, or consumer subscription app work. This role requires a paid-social specialist who owns Meta+TikTok app install campaigns for a subscription app with AppsFlyer — a lane Pedro has not demonstrated. He fails multiple hard requirements.",
"synthesis_quote": "I specialize in full-funnel paid acquisition (Google, Meta, Bing, TikTok) and rigorous data analysis... fixing data architecture (GA4, TripleWhale, Elevar) and creative strategy to drive scalable ROAS.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 25,
"weight": 25,
"evidence": "Titles repeatedly \"Senior PPC Manager Strategist (Google Ads & Facebook Ads)\"; no TikTok campaign detail, no app install campaigns, no AppsFlyer, no subscription app.",
"rationale": "Fails req-001 (paid social specialist Meta+TikTok — he is Google-led with Facebook secondary, no TikTok proof), req-003 (mobile app install — none), req-004 (AppsFlyer — absent; uses GA4/TripleWhale/Elevar for e-comm), req-002 (paid social channel ownership — his core channel is Google Search/Shopping). Multiple hard fails."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "\"full-funnel paid acquisition (Google, Meta, Bing, TikTok)\"; \"$175M+ managed ad spend and generated $545M+ in revenue.\"",
"rationale": "Deep paid acquisition expertise exists, but it is concentrated in Google Ads/Shopping for DTC e-commerce ROAS, not specialist paid-social. Meta is a listed skill without campaign-level, creative-strategy paid social proof; TikTok is name-dropped only."
},
"industry_audience_relevance": {
"score": 30,
"weight": 12,
"evidence": "Clients: Hey Harper jewelry, Marathon Watches, supplements, Big Ass Candles, Chicco (baby products).",
"rationale": "All DTC physical-goods e-commerce, not consumer subscription apps. Chicco is family/baby-adjacent but sold via Google Shopping, not app install marketing to US parents. No subscription/free-trial monetization or app audience relevance."
},
"hands_on_execution": {
"score": 60,
"weight": 15,
"evidence": "\"Implemented detailed keyword research, tracking, feed, and campaign structure improvements, informed by GA4 analysis and constant A/B testing.\"",
"rationale": "Clearly a hands-on operator who builds and optimizes campaigns directly. But the execution is in search/shopping, not paid-social video creative iteration or app install setups, so it transfers only partially."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "\"Reduce the new client acquisition from $70 to $40 while increasing revenue growth by more than 15%\"; \"complete optimization strategy across Google Ads.\"",
"rationale": "Demonstrates CAC-focused optimization judgment and prioritization, but framed around ROAS on e-commerce, not day-1/day-7 payback or find-the-winning-channel app strategy."
},
"tool_platform_fit": {
"score": 25,
"weight": 8,
"evidence": "\"fixing data architecture (GA4, TripleWhale, Elevar)\"; tools list: Google Analytics, Google Tag Manager, Facebook, Instagram, Canva.",
"rationale": "Uses e-commerce stack (GA4, TripleWhale, Elevar) not the role stack (AppsFlyer, Amplitude, App Store ads). Facebook/Instagram present but no TikTok Ads Manager or mobile MMP tooling."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "\"constant A/B testing\"; \"250% ROAS\"; \"460% ROAS with a $25K monthly budget.\"",
"rationale": "Strong ROAS/CAC measurement discipline for e-commerce, but no early payback window (D1/D7) or LTV:CAC subscription attribution experience relevant to this role."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $50/hr; status: active, has_availability: true; location Porto, PT.",
"rationale": "Available and rate is well within budget. EU timezone is a soft mismatch for a US founder wanting ASAP daily collaboration; role allows async but tight 6-week launch favors overlap."
}
},
"final_score_rationale": "The biggest penalty is hard-requirement failure: this is a paid-social specialist role centered on Meta + TikTok app install campaigns, AppsFlyer attribution, and consumer subscription app payback — none of which Pedro evidences. His entire track record is Google Ads-led DTC e-commerce performance marketing (jewelry, watches, supplements, candles), with Facebook as a consistently secondary channel and TikTok only name-dropped. No mobile app install, no AppsFlyer/Amplitude, no subscription/free-trial model. He is a genuinely strong operator with impressive ROAS and $175M+ managed spend, which lifts hands-on execution and functional scores modestly, but that strength does not transfer to this specialized paid-social/app-install lane. Score reflects strong general performance-marketing ability discounted heavily for role-specific hard-requirement gaps.",
"evidence_snippets": [
"I specialize in full-funnel paid acquisition (Google, Meta, Bing, TikTok) and rigorous data analysis.",
"Senior PPC Manager Strategist (Google Ads & Facebook Ads) at Heyharper.com ... 315.43% revenue increase while maintaining a ROAS of 250%.",
"fixing data architecture (GA4, TripleWhale, Elevar) and creative strategy to drive scalable ROAS.",
"$175M+ Managed Ad Spend ... generated $545M+ in revenue for clients across the USA, UK, and Australia.",
"Launched Google Shopping for Chicco, boosting conversions directly.",
"preferred_hourly_pay_rate: $50/hr",
"I specialize in full-funnel paid acquisition (Google, Meta, Bing, TikTok) and rigorous data analysis... fixing data architecture (GA4, TripleWhale, Elevar) and creative strategy to drive scalable ROAS.",
"Titles repeatedly \"Senior PPC Manager Strategist (Google Ads & Facebook Ads)\"; no TikTok campaign detail, no app install campaigns, no AppsFlyer, no subscription app."
],
"three_rs": {
"reject": "No demonstrated TikTok paid social depth, mobile app install campaigns, AppsFlyer attribution, or consumer subscription app experience — the core hard requirements.",
"reasons": "Google Ads-centric DTC e-commerce specialist; Meta is secondary; role needs Meta+TikTok app install specialist for a subscription app.",
"risks": "Learning curve on app install/MMP tooling and subscription payback metrics during a tight 6-week launch; EU timezone async gap with US founder."
},
"match_reasons": [
{
"reason": "Senior hands-on paid acquisition operator with large managed spend",
"evidence": "$175M+ Managed Ad Spend ... generated $545M+ in revenue"
},
{
"reason": "Some Meta/Facebook paid experience alongside Google",
"evidence": "Senior PPC Manager Strategist (Google Ads & Facebook Ads)"
},
{
"reason": "Available and within budget",
"evidence": "preferred_hourly_pay_rate: $50/hr; has_availability: true"
}
],
"hard_fail_reasons": [
"req-001 (paid social specialist Meta+TikTok): Candidate is a Google Ads-led PPC strategist with Facebook as a secondary channel; no evidence of specialist-level TikTok paid social or paid-social creative strategy ownership.",
"req-002 (paid social as core channel): Core channel is Google Search/Shopping for e-commerce, not paid social.",
"req-003 (mobile app install campaigns): No app install campaign experience anywhere in profile; all work is DTC e-commerce web ROAS.",
"req-004 (AppsFlyer attribution): Absent; uses GA4/TripleWhale/Elevar for e-commerce attribution, no MMP/AppsFlyer experience.",
"req-006 (rapid video creative iteration): No evidence of paid social video/UGC creative iteration; testing is search/shopping A/B testing."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "patelkamil299_at_gmail_com",
"email": "patelkamil299@gmail.com",
"name": "Kamil Patel",
"score": 46,
"passes_all_hard": false,
"summary": "Kamil is a seasoned paid search / Google Ads specialist (15+ years) with meaningful Meta Ads experience and one relevant mobile app acquisition engagement at ABCmouse. However, his core identity and 90% of his evidence is Google/Bing PPC lead gen and eCommerce, not paid social. He shows no TikTok experience, no AppsFlyer attribution, no evidence of hands-on video creative iteration, and treats Meta as a secondary/diversification channel. For a role that demands a Meta + TikTok paid social specialist owning app install campaigns with AppsFlyer and rapid video creative iteration ahead of a launch, he fails multiple hard requirements.",
"synthesis_quote": "Google Ad (Google PPC) & Paid Media Specialist — 15+ Years of Proven Results",
"weighted_scores": {
"hard_requirements_fit": {
"score": 30,
"weight": 25,
"evidence": "\"15 years of expertise in Google Ads\" and \"8+ years managing Meta Ads (Facebook/Instagram) for both lead gen and eCommerce\" but no TikTok, no AppsFlyer, no video creative.",
"rationale": "Meta experience exists but is lead-gen/eCommerce oriented and secondary; TikTok, AppsFlyer, and rapid video creative iteration are all absent. Multiple hard requirements fail."
},
"functional_expertise": {
"score": 45,
"weight": 20,
"evidence": "\"7+ years managing Meta Ads (Facebook/Instagram) across lead gen and eCommerce funnels\"; core function is Google/Bing paid search.",
"rationale": "Deep paid media expertise, but concentrated in paid SEARCH, not the paid SOCIAL creative-driven discipline this role needs. Meta appears as a diversification channel, not a core specialty."
},
"industry_audience_relevance": {
"score": 40,
"weight": 12,
"evidence": "\"User Acquisition Manager (Mobile App)... at ABCmouse\" — kids education app; but most work is legal, medical, matchmaking, eCommerce.",
"rationale": "ABCmouse (kids/education subscription app) is genuinely relevant to a parenting consumer app audience, but it was a paid-search role and the rest of his portfolio is unrelated B2B/eComm lead gen."
},
"hands_on_execution": {
"score": 65,
"weight": 15,
"evidence": "\"I handle accounts end-to-end—from setup to optimization and reporting\"; \"Restructured the account... exact and phrase match keywords.\"",
"rationale": "Clearly a hands-on operator, but the execution is search-account structuring and bidding, not paid social media buying or creative production/iteration."
},
"strategy_and_judgment": {
"score": 55,
"weight": 10,
"evidence": "\"Executed a multi-channel growth strategy\"; \"Built scalable Google Ads campaigns using CRM MQL and SQL data.\"",
"rationale": "Demonstrates optimization and prioritization judgment, but framed around search funnels and lead quality rather than channel/creative winner-finding for paid social launches."
},
"tool_platform_fit": {
"score": 35,
"weight": 8,
"evidence": "\"Tools & Platforms: Google Ads, Google Analytics (GA4), Bing Ads, Facebook Ads Manager... YouTube Ads.\"",
"rationale": "Has Facebook Ads Manager and Apple search ads exposure, but no AppsFlyer, no Amplitude, no TikTok Ads Manager — the specific stack this role requires is largely missing."
},
"measurement_optimization": {
"score": 55,
"weight": 6,
"evidence": "\"Improved customer lifetime value by 25%\"; \"Strong analytical focus on CPA, ROAS, LTV.\"",
"rationale": "Solid metrics orientation including LTV and CPA, but no mobile attribution (AppsFlyer) or day-1/day-7 payback-window measurement, which is central here."
},
"availability_budget_fit": {
"score": 80,
"weight": 4,
"evidence": "\"status: active\", \"has_availability: true\", \"preferred_hourly_pay_rate: $50/hr\", US-based (Santa Clarita, CA).",
"rationale": "Active, available, US timezone friendly, and $50/hr fits comfortably within the $7-8k/month retainer band. Good soft fit."
}
},
"final_score_rationale": "The score is driven down by hard-requirement failures. This is a Meta + TikTok paid social specialist role centered on mobile app install campaigns, AppsFlyer attribution, and rapid video creative iteration. Kamil is fundamentally a paid SEARCH (Google/Bing PPC) specialist — his Meta work is described as lead-gen/eCommerce and diversification, there is zero TikTok evidence, zero AppsFlyer/Amplitude, and no evidence he produces or iterates video creative. His one relevant asset is the ABCmouse mobile app user-acquisition role and adjacency to a kids/education audience, plus strong hands-on operator habits and clean availability/budget fit. But per the instruction not to transfer a different lane's strength, his deep search expertise does not satisfy paid social requirements. Multiple HARD requirements (TikTok, AppsFlyer, video creative iteration, paid-social channel ownership) are unmet.",
"evidence_snippets": [
"Google Ad (Google PPC) & Paid Media Specialist — 15+ Years of Proven Results",
"8+ years managing Meta Ads (Facebook/Instagram) for both lead gen and eCommerce",
"Paid Search - User Acquisition Manager (Mobile App) - (Google, Facebook, Microsoft, Apple Ad) at ABCmouse",
"Tools & Platforms: Google Ads, Google Analytics (GA4), Bing Ads, Facebook Ads Manager",
"I also manage Facebook Ads as needed to diversify lead sources",
"Adventure Academy: Successfully launched the product with over 1,000 subscribers in the first month",
"\"15 years of expertise in Google Ads\" and \"8+ years managing Meta Ads (Facebook/Instagram) for both lead gen and eCommerce\" but no TikTok, no AppsFlyer, no video creative.",
"\"7+ years managing Meta Ads (Facebook/Instagram) across lead gen and eCommerce funnels\"; core function is Google/Bing paid search."
],
"three_rs": {
"reach": "Experience across Google, Bing, Meta, YouTube, Amazon and Apple search ads with budgets up to $1M+/month, but reach is concentrated in search platforms rather than the Meta/TikTok paid social surfaces this role targets.",
"resonance": "No evidence of UGC/short-form video creative production or iteration; creative work described is landing pages and ad copy, not the video-first resonance the launch requires.",
"reaction": "Strong on measurable outcomes (CPA, ROAS, LTV, conversion lift), but lacks mobile attribution (AppsFlyer) and day-1/day-7 payback measurement specific to this brief."
},
"match_reasons": [
{
"reason": "Genuine mobile app user-acquisition experience at ABCmouse, a kids/education subscription app relevant to a parenting audience",
"evidence": "Paid Search - User Acquisition Manager (Mobile App)... at ABCmouse; Managed and Optimized $1M+ budget"
},
{
"reason": "Hands-on operator who runs accounts end-to-end",
"evidence": "I handle accounts end-to-end—from setup to optimization and reporting"
},
{
"reason": "Some Meta Ads experience and metrics fluency (LTV/CPA/ROAS)",
"evidence": "8+ years managing Meta Ads (Facebook/Instagram); Strong analytical focus on CPA, ROAS, LTV"
}
],
"hard_fail_reasons": [
"req-001 / req-002: No TikTok experience and Meta appears only as a secondary lead-gen/eCommerce/diversification channel — not specialist-level paid social driving media AND creative strategy.",
"req-004: No evidence of AppsFlyer attribution fluency or any mobile attribution platform; measurement is GA4/Google-based.",
"req-006: No evidence of building or rapidly iterating video creative; creative work is landing pages, ad copy, and keyword structure.",
"req-005: Full-stack ownership shown for paid SEARCH, not paid social; core identity is a Google PPC specialist, not a paid social specialist."
]
}
],
"qualified_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "samhchoi94_at_gmail_com",
"email": "samhchoi94@gmail.com",
"name": "Sam Choi",
"score": 86,
"passes_all_hard": true,
"summary": "Sam Choi is a senior mobile UA/paid social specialist with deep, directly relevant experience: he led User Acquisition at Hopper and Life360, running Meta, TikTok, ASA, Google UAC, and DSP app install campaigns with $100M+ of personally managed spend. He has strong subscription-app payback experience (Day 8 ROI 7%->18% at Life360), creative iteration systems (+500% creative win-rate), and consumer B2C app focus. The main gaps are that some senior roles involved team/agency management (delegation risk for a fully hands-on solo role) and no explicit AppsFlyer or parenting/family evidence. Overall an excellent fit for Peggy's paid social specialist role.",
"synthesis_quote": "I've run 7-8 figure UA programs at startups like Hopper and Life360—everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 85,
"weight": 25,
"evidence": "Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs; led UA for Life360's new subscription product; Day 8 ROI improvement from 7% to 18%",
"rationale": "Meets nearly all HARD requirements: deep Meta/TikTok paid social, app install campaigns, consumer subscription apps, and early payback windows (Day 8 ROI). AppsFlyer is not explicitly named (uses Amplitude, Optimizely, various MMP-adjacent tools), a minor gap given his obvious mobile attribution fluency. Budget: prefers $50/hr which is well within retainer range."
},
"functional_expertise": {
"score": 92,
"weight": 20,
"evidence": "$100M+ of personally managed ad spend; 7-8 figure UA programs at Hopper and Life360; Boosted ROAS by 62%; Scaled a VPN startup's ad spend by 585% while maintaining target CAC",
"rationale": "Exceptional, specific, mobile paid social/UA depth across exactly the channels the role needs (Meta, TikTok, ASA). Primary specialty is Paid Social. Strong quantified outcomes."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Led User Acquisition for Life360's new subscription product that grew revenue by 183%; industries: Apps; audiences: Consumers (B2C); Boosted subscriptions by 42% for a social network startup",
"rationale": "Strong consumer subscription app relevance (Life360 is a family-safety consumer subscription app, closely adjacent to a parenting/family audience). No explicit US-parents-of-5-15 targeting, but Life360's family audience is highly comparable."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "AutomateUA: I help startups scale their user acquisition programs profitably with ads. I have +$100M of personally managed ad spend; personally managed ad spend for a travel startup; Redesigned bidding strategies, tested conversion events, and analyzed creative performance",
"rationale": "Current consultant role and earlier roles show clear hands-on execution (personally managed spend, bidding, testing). However Hopper was a leadership role directing a team, agencies, and designers, introducing some delegation risk for a solo build-from-scratch operator role; his consulting work mitigates this."
},
"strategy_and_judgment": {
"score": 88,
"weight": 10,
"evidence": "Eliminated $1M of non-incremental monthly spend by conducting lift tests and fraud analyses; Enhanced monthly creative win-rate by +500% by streamlining testing protocols; strategically grouping 50 geos",
"rationale": "Strong diagnostic and prioritization judgment: incrementality lift testing, structured creative testing, channel/geo strategy — directly relevant to finding a winning channel/creative combo."
},
"tool_platform_fit": {
"score": 78,
"weight": 8,
"evidence": "tools: A/B testing tools (Optimizely), Amplitude, Data Analytics, Facebook, Google AdMob, Google Analytics, Google Bigquery, Google Campaign Manager",
"rationale": "Strong platform fit (Meta, TikTok, ASA, Amplitude explicitly listed). AppsFlyer not explicitly listed but attribution fluency is evident; Amplitude is a direct match to Peggy's onboarding analytics tool."
},
"measurement_optimization": {
"score": 90,
"weight": 6,
"evidence": "Day 8 ROI improvement from 7% to 18%; ASA LAT analyses and k-factor via indirect Circle attribution; Increased retargeting ROI +202%; maintaining target CAC",
"rationale": "Excellent measurement and optimization proof directly aligned with day-1/day-7 payback and LTV:CAC goals, including sophisticated attribution and incrementality work."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $50/hr; location: Davis, California, US",
"rationale": "Active with availability, US-based (good timezone overlap for founder collaboration), and $50/hr is comfortably within the $7,000-$8,000 monthly retainer range."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, highly specific mobile paid social/UA expertise ($100M+ personally managed spend across Meta, TikTok, ASA, DSPs), directly relevant consumer subscription app experience at Life360 and Hopper, strong early-payback measurement (Day 8 ROI 7%->18%), and disciplined creative testing (+500% win-rate). Minor penalties: AppsFlyer is not explicitly named (though clear attribution fluency mitigates this), the Hopper role was team/agency leadership introducing some delegation risk for a solo hands-on build, and no direct US-parents-5-15 or parenting-app evidence (Life360's family audience is close but not exact). All HARD requirements are effectively met, so passes_all_hard is true.",
"evidence_snippets": [
"I've run 7-8 figure UA programs at startups like Hopper and Life360—everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs, while achieving ROI targets",
"Drove a 42% increase in subscriptions & Day 8 ROI improvement from 7% to 18% while reducing ASA spend by 47%",
"Enhanced monthly creative win-rate by +500% by streamlining testing protocols, operational workflows, and insight-driven iterations",
"I have +$100M of personally managed ad spend under my belt",
"primary_specialty: Paid Social",
"Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs; led UA for Life360's new subscription product; Day 8 ROI improvement from 7% to 18%",
"$100M+ of personally managed ad spend; 7-8 figure UA programs at Hopper and Life360; Boosted ROAS by 62%; Scaled a VPN startup's ad spend by 585% while maintaining target CAC"
],
"three_rs": {
"role_fit": "Strong specialist fit — senior mobile paid social/UA operator with exactly the channel mix (Meta, TikTok, ASA) and subscription-app payback focus the role demands.",
"risk": "Prior senior roles involved managing teams/agencies (delegation risk for a solo hands-on build); AppsFlyer and parenting/family-specific experience not explicitly evidenced.",
"reward": "Rare depth of profitable mobile UA scaling with proven early-payback optimization could rapidly find Peggy's winning channel/creative combo ahead of launch."
},
"match_reasons": [
{
"reason": "Deep hands-on paid social across Meta, TikTok, and ASA for mobile apps",
"evidence": "everything from Meta, Google, Tiktok, ASA, DSPs, etc."
},
{
"reason": "Mobile app install campaign experience for consumer subscription apps",
"evidence": "led User Acquisition for Life360's new subscription product that grew the company's revenue by 183%"
},
{
"reason": "Early payback / LTV:CAC optimization",
"evidence": "Day 8 ROI improvement from 7% to 18% while reducing ASA spend by 47%"
},
{
"reason": "Rapid creative iteration systems",
"evidence": "Enhanced monthly creative win-rate by +500% by streamlining testing protocols"
},
{
"reason": "Amplitude familiarity matching Peggy's onboarding analytics",
"evidence": "tools: Amplitude"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"score": 85,
"passes_all_hard": true,
"summary": "Garrison is a senior paid social specialist with deep, hands-on Meta and TikTok experience driving both media and creative strategy for consumer subscription apps. He managed $100K-$200K/day Facebook spend for Calm (a subscription meditation app), scaled Upstart's Facebook budget to $100K/day, ran multi-platform paid social including TikTok/Snapchat at Hint, and led Nike's dynamic creative testing across 16,000 products and 32,000 videos. He has app acquisition (ASO listed), subscription/free-trial monetization, DTC creative testing, and payback/re-engagement optimization experience. The main gaps are no explicit AppsFlyer mention (though attribution/pixel/analytics depth is strong) and no parenting/family app experience, though he has marketed to Parents/Children audiences. Rate ($80/hr) fits the retainer budget.",
"synthesis_quote": "He managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 83,
"weight": 25,
"evidence": "managing daily Facebook ad spend for Calm's sleep and meditation app... 200% year-over-year growth; ASO (App store optimization); Tiktok listed in tools; scaled Upstart's Facebook advertising budget to $100,000 per day",
"rationale": "Satisfies deep paid social (Meta+TikTok), app install/ASO, subscription app, single-channel Facebook ownership, and creative iteration hard requirements with strong concrete proof. AppsFlyer attribution fluency is not explicitly named though he shows deep pixel/attribution/analytics work, so slightly below top marks but hard reqs are met on balance."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos; managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million",
"rationale": "Exceptional depth in paid social media buying and creative testing at massive scale across Meta and TikTok."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Calm sleep and meditation app... expand Calm's paid subscriber base... higher quality annual plan subscriptions; target_buyer includes Parents / Children; industries include Apps, Subscriptions",
"rationale": "Strong consumer subscription app and B2C match; marketed to Parents/Children audience, but no direct parenting/family app experience."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "overseeing ad creative tests, designing user acquisition funnels, and optimizing web and app acquisition strategies... ad structure optimization, and conversion rate enhancement",
"rationale": "Clearly hands-on operator running campaigns, creative tests, and optimization directly, though some senior roles involved leading teams."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "establish a robust Product Channel Fit... setting context, establishing relevance, building affinity, and driving urgency; re-engagement campaign... reclaiming 20% of churned users",
"rationale": "Strong strategic framing, channel-fit judgment, and testing discipline relevant to find-the-winner mindset."
},
"tool_platform_fit": {
"score": 83,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Snapchat, AdEspresso, Segment, Heap, Google Analytics, ASO",
"rationale": "Strong coverage of Meta/TikTok/App Store ecosystem and analytics stack; AppsFlyer and Amplitude not explicitly listed but adjacent tools (Segment, Heap) show attribution depth."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "reduction in the net cost per lead by an estimated 10%... expanded volume of leads by 150%; positive incremental return on ad spend following user re-subscription",
"rationale": "Solid KPI ownership, payback/ROAS, and CRO evidence; strong measurement instincts for early payback windows."
},
"availability_budget_fit": {
"score": 82,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $80/hr; status: onboarded; has_availability: true",
"rationale": "Rate fits within the $7K-$8K/month retainer band and candidate is available and onboarded."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, concrete paid social depth (managed $200M+ annual spend across 10+ advertisers, $100K-$200K/day at Calm, $100K/day at Upstart), directly relevant consumer subscription app experience (Calm), app install/ASO capability, and large-scale video creative testing (16K products / 32K videos at Nike). These satisfy the core HARD requirements around Meta/TikTok mastery, app install campaigns, single-channel ownership, and rapid creative iteration. Penalties/uncertainty: AppsFlyer attribution is not explicitly named (a HARD requirement) though his broader attribution, pixel, and analytics stack strongly implies fluency; no direct parenting/family app experience; some roles show team leadership rather than pure solo execution. On balance hard requirements are met, yielding a strong overall score.",
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020",
"launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos",
"scaled Upstart's Facebook advertising budget to $100,000 per day",
"spearheaded a re-engagement campaign that integrated email marketing with paid social media, successfully reclaiming 20% of churned users",
"Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn... daily ad spends reaching upwards of $100,000",
"skills include ASO (App store optimization); target_buyer includes Parents / Children",
"He managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020.",
"managing daily Facebook ad spend for Calm's sleep and meditation app... 200% year-over-year growth; ASO (App store optimization); Tiktok listed in tools; scaled Upstart's Facebook advertising budget to $100,000 per day"
],
"three_rs": {
"reach": "Deep Meta/TikTok paid social reach for consumer app acquisition, proven across $200M+ in managed spend.",
"resonance": "Strong creative testing and UGC-style/short-form video instincts demonstrated via large-scale dynamic creative tests and DTC campaigns.",
"reaction": "Payback/ROAS and subscription growth optimization (Calm 200% YoY, re-engagement recovering 20% churned users) map to day-1/day-7 payback goals."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta paid social at scale for a subscription app",
"evidence": "managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000 for Calm's sleep and meditation app"
},
{
"reason": "TikTok and multi-platform paid social execution",
"evidence": "Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn... daily ad spends reaching upwards of $100,000"
},
{
"reason": "App install / ASO and subscription growth",
"evidence": "ASO (App store optimization); web and app acquisition strategies... expand Calm's paid subscriber base"
},
{
"reason": "Rapid video creative iteration",
"evidence": "dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos"
},
{
"reason": "Payback/LTV:CAC and re-engagement optimization",
"evidence": "reclaiming 20% of churned users... positive incremental return on ad spend"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "alexcpak1_at_gmail_com",
"email": "alexcpak1@gmail.com",
"name": "Alex Pak",
"score": 83,
"passes_all_hard": true,
"summary": "Alex is a senior performance/growth marketer with 9+ years scaling paid acquisition from zero, with deep hands-on Meta and TikTok experience across consumer app brands (Rocket Money, Carbon Health, Glu/EA, K Health). He has managed 7-8 figure budgets, built paid programs from scratch, run mobile app install campaigns, and cites SKAN/MMM/attribution as core competencies plus ASO and creative iteration. He is a strong fit for this single-channel, build-from-scratch paid social operator role. Gaps: no explicit AppsFlyer mention (references SKAN/MMM/last-click and mentions attribution broadly), no App Store ads specifics, and much recent depth is Meta-weighted rather than TikTok-weighted, though TikTok appears repeatedly in his channel mix.",
"synthesis_quote": "I have scaled many paid acquisition programs from 0... across Paid Social, Paid Search, and more. My expertise spans multiple digital channels including Meta, Snap, Google, DSPs, Paid Search, and TikTok, with a focus on testing, creative optimization, and data driven strategy.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 80,
"weight": 25,
"evidence": "Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google)... Built Paid Marketing program from scratch; Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter; ASO (App store optimization) skill listed.",
"rationale": "Satisfies most hard reqs: deep hands-on Meta+TikTok paid social, mobile app install experience, single-channel/build-from-scratch ownership, rapid creative iteration, and rate within budget ($100/hr). The one soft spot is AppsFlyer: he cites SKAN/MMM/last-click attribution fluency but AppsFlyer is not named explicitly. Given strong adjacent MMP/attribution depth in the mobile-app UA space, this is treated as a plausible pass rather than a hard fail, so not scored 90+."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "Rebuilt creative experimentation framework... ~4x win rate via hypothesis-driven design; Doubled Paid Social acquisition on Snap, Reddit, DSPs, and SDK Ad Networks; Lead creative strategy across various digital acquisition verticals.",
"rationale": "Deep, specific paid social/performance expertise with concrete win-rate and CPA/ROAS outcomes, creative testing systems, and channel scaling. Strongly on-function."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Consumer subscription app experience (Rocket Money); Pathright/FlipGive: apps for teams... Managers and parents save time; target_buyer includes Parents / Children; industries include Apps.",
"rationale": "Strong consumer subscription app and B2C fit; FlipGive touches parents/family-of-team logistics. Not a pure parenting app but very relevant audience and business model."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "Oversaw strategy and execution, including end-to-end management on Google Ads, Meta...; Built Paid Marketing program from scratch, rigorously testing audiences, events, channels, & creatives.",
"rationale": "Clearly an operator who executes end-to-end, though some senior roles include team mentoring/agency management; recent Homeaglow and prior roles show direct hands-on media buying and creative testing."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "optimizing for long-term LTV and durable unit economics over short-term ROAS; Introduced structured DMA allocation and exclusion testing to isolate incremental lift.",
"rationale": "Demonstrates strong diagnostic judgment, prioritization, and translating business goals (LTV, unit economics) into testing plans and channel decisions."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, A/B testing tools (Optimizely, VWO), Canva; Attribution models (SKAN, Last Click, MMM); ASO listed.",
"rationale": "Strong on Meta and A/B tooling; TikTok appears in narrative. However AppsFlyer and Amplitude are not explicitly listed, and TikTok is not in the tools field — a partial platform-fit gap for the exact stack."
},
"measurement_optimization": {
"score": 88,
"weight": 6,
"evidence": "improving new patient CPA 35% QoQ; 20% decrease in new patient CAC; Meticulously analyze the conversion event and cost funnel... data-driven decisions; SKAN/MMM/Last Click bread and butter.",
"rationale": "Excellent measurement/optimization track record with concrete CPA/CAC/ROAS improvements and funnel/attribution rigor directly relevant to day-1/day-7 payback goals."
},
"availability_budget_fit": {
"score": 78,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: onboarded; has_availability: true; location: San Francisco, California, US.",
"rationale": "Onboarded and available; $100/hr aligns with the ~$7.5k/month retainer at typical part-time hours and US timezone works well for a founder-facing role. Availability start (ASAP) not explicitly confirmed."
}
},
"final_score_rationale": "Biggest positive drivers: deep, quantified paid social and performance UA expertise (Rocket Money, Carbon Health), building programs from scratch, 7-figure Meta/TikTok/multi-channel budgets, rigorous creative testing (4x win rate), and strong measurement/attribution fluency (SKAN/MMM) directly relevant to day-1/day-7 payback. Consumer subscription app and parents-adjacent audience fit are solid. Penalties: AppsFlyer and Amplitude are not explicitly named (adjacent MMP/attribution depth makes this a plausible not exceptional pass), App Store ads experience is not documented, and TikTok is present in narrative but under-emphasized relative to Meta. These stack/channel-specificity gaps keep the score strong but below exceptional.",
"evidence_snippets": [
"Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google) across mobile/desktop, achieving positive ROAS",
"Built Paid Marketing program from scratch for the Rocket Visa Signature Card, rigorously testing audiences, events, channels, & creatives",
"Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter topics of discussion",
"Rebuilt creative experimentation framework, increasing structured testing cadence and achieving ~4x win rate",
"His Paid Social strategies effectively increased app downloads and engagement... leading to a 20% decrease in new patient CAC",
"ASO (App store optimization)",
"I have scaled many paid acquisition programs from 0... across Paid Social, Paid Search, and more. My expertise spans multiple digital channels including Meta, Snap, Google, DSPs, Paid Search, and TikTok, with a focus on testing, creative optimization, and data driven strategy.",
"Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google)... Built Paid Marketing program from scratch; Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter; ASO (App store optimization) skill listed."
],
"three_rs": {
"reach": "Extensive paid social reach: Meta (Instagram/Facebook), TikTok, Snap, Reddit, DSPs, SDK ad networks driving app installs across multiple consumer brands.",
"resonance": "Strong creative strategy and iteration instincts with hypothesis-driven testing (4x win rate), creative analysis, and UGC/short-form expansion (YouTube Shorts 60% win rate).",
"results": "Concrete efficiency outcomes: CPA down 35% QoQ, CAC down 20%, doubled paid social acquisition, LP CVR up >12% MoM, positive ROAS at 7-figure scale."
},
"match_reasons": [
"Deep hands-on Meta + TikTok paid social at scale: 'Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok...)'",
"Mobile app install / consumer subscription UA experience: Rocket Money and Carbon Health app download growth plus ASO skill",
"Build-from-scratch single-channel operator: 'Built Paid Marketing program from scratch... rigorously testing audiences, events, channels, & creatives'",
"Payback/LTV:CAC and attribution focus: 'optimizing for long-term LTV and durable unit economics' and 'SKAN, Last Click, MMM... my bread and butter'"
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"score": 82,
"passes_all_hard": true,
"summary": "Chris Ahn is a hands-on paid social / user acquisition specialist with strong, recent, repeated experience running Meta and TikTok performance campaigns for consumer apps — including building TikTok from scratch to profitability in 30 days at Avita and driving app-store traffic for the Tea dating app. He demonstrates full end-to-end single-channel ownership (strategy through creative testing, reporting, optimization), rapid creative iteration with UGC, and build-from-scratch operator instincts working directly with founders. He fits the paid social + app install + specialist requirements well. The main gaps are no explicit AppsFlyer or Amplitude mention, and no direct parenting/family audience experience, though he does target Parents/Children and consumer subscription audiences.",
"synthesis_quote": "Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Owned end-to-end paid social strategy and execution... Built TikTok from scratch, from attribution to campaign launch... driving traffic directly to the app store (Apple + Google Play)",
"rationale": "Satisfies nearly all hard requirements: deep hands-on Meta+TikTok, app install/app-store campaigns, full single-channel ownership, rapid creative iteration, build-from-scratch operator, and within-range rate ($100/hr). The one soft gap is AppsFlyer is not explicitly named, but he demonstrates attribution setup ('from attribution to campaign launch') and funnel/conversion measurement, so it is plausible he can operate AppsFlyer. Not enough to hard-fail, but keeps this below top marks."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "Owned end-to-end paid social strategy and execution... Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA... Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing",
"rationale": "Deep, specific paid social expertise across Meta and TikTok with repeated media + creative strategy ownership across multiple recent engagements (Avita, Franki, Pie, Tea, Siddas). Strong core-function match."
},
"industry_audience_relevance": {
"score": 75,
"weight": 12,
"evidence": "Industries: Apps, Media, Software & Tech; target_buyer: Parents / Children, Consumers (B2C); Tea - teaforwomen.com... driving traffic directly to the app store; Pie... consumer tech app",
"rationale": "Strong consumer app / subscription relevance and lists Parents/Children as a target buyer, but no direct parenting/family app work history. Comparable consumer-app stage and B2C motion are clearly present."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one... Built TikTok from scratch, from attribution to campaign launch... daily optimization",
"rationale": "Clearly a personal operator who builds, launches, tests, and optimizes campaigns himself in zero-to-one contexts. Exactly the hands-on profile the role needs."
},
"strategy_and_judgment": {
"score": 82,
"weight": 10,
"evidence": "Developed channel strategy... Audited Google Search, uncovering optimization opportunities... Optimized campaigns toward booked appointments, not just leads, to maximize business impact",
"rationale": "Demonstrates diagnosis, prioritization toward business outcomes over vanity metrics, and test-and-learn framing (champion vs. challenger). Good judgment translating goals into plans."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Snapchat, Pinterest, Google Analytics, Looker, Tableau, A/B testing tools; ASO (App store optimization)",
"rationale": "Strong fit on Meta/TikTok ad platforms and analytics tools, plus ASO for App Store ads. However AppsFlyer and Amplitude — the role's named attribution/analytics stack — are not listed, capping this dimension."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "Leveraged conversion data and funnel analysis to optimize campaigns toward lower cost per booked appointment... maximize revenue and customer LTV... reaching profitability within the first 30 days",
"rationale": "Consistent KPI ownership (ROAS, CPA, CAC, LTV) and rapid payback focus align well with the day-1/day-7 payback and LTV:CAC success signals."
},
"availability_budget_fit": {
"score": 85,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: active; has_availability: true; location: Allen, Texas, US",
"rationale": "Active and available, US-based (good timezone overlap), and $100/hr fits comfortably within a $7,000-$8,000 monthly retainer. ASAP start is feasible."
}
},
"final_score_rationale": "Biggest positive drivers: repeated, recent, hands-on Meta+TikTok paid social ownership for consumer apps (Avita, Tea, Pie, Franki, Siddas), explicit app-store install traffic experience, zero-to-one/build-from-scratch execution, rapid creative + UGC testing, and payback/ROAS/LTV optimization — hitting nearly every hard requirement directly. Penalties: AppsFlyer attribution and Amplitude are not explicitly named in the profile (req-004/req-016), and there is no direct parenting/family app experience (req-014), so industry and tool-fit dimensions are held down. He passes all hard requirements because the AppsFlyer gap is a tool-naming gap rather than a demonstrated inability — he clearly handles attribution setup and early payback measurement — but this uncertainty keeps hard_requirements_fit and tool_platform_fit below top scores.",
"evidence_snippets": [
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days.",
"Owned end-to-end paid social strategy and execution focused on driving booked appointments.",
"driving traffic directly to the app store (Apple + Google Play), and driving a low customer acquisition cost",
"Creative iteration and UGC testing to improve CTR and engagement while reducing acquisition costs.",
"Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one.",
"Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA.",
"Owned end-to-end paid social strategy and execution... Built TikTok from scratch, from attribution to campaign launch... driving traffic directly to the app store (Apple + Google Play)",
"Owned end-to-end paid social strategy and execution... Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA... Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing"
],
"three_rs": {
"reject": "Do not reject; strong role-aligned specialist.",
"reason": "Deep hands-on Meta+TikTok paid social for consumer apps, app-store install experience, zero-to-one operator, and payback/LTV:CAC focus map directly to the brief.",
"risk": "AppsFlyer/Amplitude not explicitly named and no direct parenting/family app history; confirm AppsFlyer fluency and comfort with US-parents audience in screening."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social with media and creative strategy ownership",
"evidence": "Owned end-to-end paid social strategy and execution... continuous A/B testing of ad formats, messaging, and placements"
},
{
"reason": "Mobile app install / app-store campaign experience for consumer apps",
"evidence": "driving traffic directly to the app store (Apple + Google Play)... Built TikTok from scratch, from attribution to campaign launch"
},
{
"reason": "Self-directed, build-from-scratch operator working directly with founders",
"evidence": "This is a zero-to-one effort — they need someone who can build performance infrastructure from scratch... reaching profitability within the first 30 days"
},
{
"reason": "Rapid UGC/short-form creative iteration and payback optimization",
"evidence": "Creative iteration and UGC testing to improve CTR... maximize revenue and customer LTV"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "b_at_316_interactive_com",
"email": "b@316-interactive.com",
"name": "Bobby Taslimi",
"score": 82,
"passes_all_hard": true,
"summary": "Bobby is a senior Paid Social specialist with deep, hands-on Meta + TikTok experience and a clear specialist (not generalist) profile. He has directly owned paid social end-to-end for multiple consumer apps — including Shotsy, a GLP-1 tracking app where he 5x scaled spend while cutting CPA from $33 to $19-21 via a UGC production system and retention-based creative iteration. His work at Zoe Financial and Jingle Pay shows build-from-scratch, self-directed ownership. The main gaps are explicit AppsFlyer attribution fluency (his listed tools show Google Analytics, Looker, Triplewhale but not AppsFlyer/Amplitude by name) and parenting/family audience specifics, though he lists Parents/Children as a target buyer and has app + subscription experience.",
"synthesis_quote": "\"At Shotsy... Bobby leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21... deploying a proven UGC production system to source and brief creators for performance-driven ads.\"",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Paid Social Media Marketer role; \"leads paid social strategy across Meta and TikTok\" at Shotsy (a subscription tracking app); \"owning everything from A to Z\" at Quest.",
"rationale": "Satisfies the core hard requirements: deep hands-on Meta+TikTok paid social, app install context, full single-channel ownership, video/UGC iteration, and self-directed build-from-scratch work. The one soft spot is no explicit AppsFlyer or Amplitude mention — his stack lists GA, Looker, and Triplewhale (web/DTC attribution) rather than a named MMP. This is a near-adjacent but not documented fluency, so not scored as exceptional, but no hard requirement is contradicted."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "\"scalable testing architecture that prioritized dataset integrity, creative iteration based on retention metrics, and disciplined budget allocation\"; \"5x scaled ad spend while reducing CPA from $33 to $19–$21\".",
"rationale": "Exceptional, concrete paid social depth across multiple accounts with quantified results, structured testing frameworks, and clear media+creative strategy ownership."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Apps; subindustries include Subscriptions; target_buyer includes \"Parents / Children\"; Shotsy is a consumer mobile app with free-trial-style monetization.",
"rationale": "Strong consumer app + subscription adjacency and parents/children listed as a target buyer, but no direct parenting/family app experience. Prior verticals lean fintech/insurance/health."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "\"owning everything from A to Z, consumer research, creative strategy, creative production, and full-funnel ad management\"; \"unlocked paid social from 0 to $2,000/day\".",
"rationale": "Clearly a hands-on operator who personally builds, briefs creative, structures campaigns, and optimizes — no delegation-only advisory pattern."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "\"audit and rebuild their paid social acquisition after Meta ads were underperforming\"; \"uncovered crucial app and infrastructure issues... preventing campaigns from optimizing\".",
"rationale": "Demonstrates diagnosis, prioritization, and translating research into structured creative hypotheses — strong find-the-winner judgment."
},
"tool_platform_fit": {
"score": 70,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Google Analytics, Looker, Triplewhale, Motion, Canva/Photoshop for creative.",
"rationale": "Excellent ad platform and creative tool fit (Meta/TikTok/Motion/Triplewhale), but the role's specified AppsFlyer and Amplitude are not listed by name, capping this dimension."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "\"reducing CPA from $33 to $19–$21\"; \"creative iteration based on retention metrics\"; \"detailed reporting and strategic analysis to continuously improve acquisition efficiency\".",
"rationale": "Strong measurable optimization and reporting cadence; payback-window/LTV:CAC framing is implied via CPA and retention focus but not explicitly day-1/day-7 payback."
},
"availability_budget_fit": {
"score": 88,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $55/hr; location United States.",
"rationale": "Available, US-based, and rate is well within the $7-8K/month retainer envelope; strong ASAP fit for the six-week runway."
}
},
"final_score_rationale": "Biggest drivers: exceptional, quantified, hands-on paid social expertise across Meta and TikTok, including a directly comparable consumer subscription app (Shotsy) with UGC production system, retention-based creative iteration, and 5x scaling at improved CPA. He is a clear specialist doing the work directly and has repeatedly built paid acquisition from scratch working closely with founders — matching the self-directed, single-channel-ownership brief. Penalties: no explicit AppsFlyer or Amplitude fluency (his measurement stack leans web/DTC via GA/Looker/Triplewhale), and no direct parenting/family app experience beyond a listed Parents/Children target buyer. These keep hard_requirements_fit and tool_platform_fit from being higher but do not contradict any hard requirement.",
"evidence_snippets": [
"\"leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21\"",
"\"deploying a proven UGC production system to source and brief creators for performance-driven ads\"",
"\"unlocked paid social from 0 to $2,000/day in ad spend and built the acquisition engine from the ground up\"",
"\"owning everything from A to Z, consumer research, creative strategy, creative production, and full-funnel ad management\"",
"tools: Facebook - Instagram - Tiktok - Motion - Triplewhale; target_buyer: Parents / Children",
"primary_specialty: Paid Social; seniority: Senior",
"\"At Shotsy... Bobby leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21... deploying a proven UGC production system to source and brief creators for performance-driven ads.\"",
"Paid Social Media Marketer role; \"leads paid social strategy across Meta and TikTok\" at Shotsy (a subscription tracking app); \"owning everything from A to Z\" at Quest."
],
"three_rs": {
"reach": "Owns paid social reach across Meta (Instagram/Facebook) and TikTok, the exact channels required, with app-oriented consumer campaigns.",
"resonance": "Deep consumer research translated into structured creative hypotheses and UGC ads; strong short-form/UGC creative instincts demonstrated at Shotsy and Neighbors Bank.",
"reaction": "Optimizes toward CPA/efficiency and retention metrics with disciplined budget allocation and reporting; payback/LTV:CAC framing plausible but not explicitly day-1/day-7."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social specialist",
"evidence": "\"leads paid social strategy across Meta and TikTok\""
},
{
"reason": "Consumer subscription app experience with strong quantified results",
"evidence": "Shotsy, a GLP-1 tracking app; \"5x scaled ad spend while reducing CPA from $33 to $19–$21\""
},
{
"reason": "Self-directed build-from-scratch operator working with founders",
"evidence": "\"built the acquisition engine from the ground up\" (Zoe); \"audit and rebuild their paid social acquisition\" (Jingle Pay)"
},
{
"reason": "Rapid UGC/short-form video creative iteration",
"evidence": "\"proven UGC production system\"; \"creative iteration based on retention metrics\""
}
],
"hard_fail_reasons": []
},
{
"candidate_id": "peter_opakunle_at_gmail_com",
"email": "peter.opakunle@gmail.com",
"name": "Pete Opakunle",
"schema_version": "CandidateEvaluationV1",
"score": 79,
"passes_all_hard": true,
"summary": "Pete is a senior paid social specialist with deep, hands-on Meta and TikTok execution across a wide range of accounts, including mobile app install campaigns (Meta App Campaigns, Prime Video CPI, Validated app installs, Opus Clip trial funnels). He explicitly runs creative testing systems and full-funnel free-trial conversion optimization, which maps well to Peggy's launch-focused, single-channel, iterate-fast brief. Gaps: no explicit AppsFlyer/Amplitude mention (attribution described generically via CAPI/GA), and no parenting/family or clearly US-consumer-subscription-to-parents audience evidence. Rate ($60/hr) is well within budget. Overall a strong, relevant operator for this role.",
"synthesis_quote": "I'm a senior paid social strategist focused on building systems that perform, scale, and hold up over time... diagnosing what's broken, rebuilding with intent, and staying accountable through execution.",
"final_score_rationale": "Biggest positive drivers: genuinely deep, hands-on paid social expertise across Meta and TikTok (TikTok Spark Ads, Meta App Campaigns), documented mobile app install experience (Prime Video CPI 25-30% below forecast, Validated app install consolidation, Opus Clip trial funnels), rapid creative-testing cadences with concrete lift metrics, and full-stack single-channel ownership (audit-rebuild-scale pattern repeated across many engagements). He clearly executes personally, fitting the operator requirement. Penalties: no explicit AppsFlyer attribution fluency (a HARD requirement) — attribution evidence is CAPI/GA/internal benchmarking, so this is inferred rather than proven, capping hard_requirements_fit and tool_platform_fit; no Amplitude; no parenting/family or US-parents-of-kids audience evidence, weakening industry/audience relevance. He does have consumer-subscription free-trial payback experience (Opus Clip free-to-paid conversion) which partially supports the LTV:CAC success metric. Net: strong operator, minor unproven-tool risk.",
"evidence_snippets": [
"primary_specialty: Paid Social ... seniority: Director",
"Meta App Campaigns - PMAX Campaigns ... TikTok Spark Ads - Tiktok",
"Drove CPI 25–30% below forecast for Prime Video app acquisition campaigns.",
"Consolidated 30+ ad sets into high-liquidity funnels across app install campaigns, cut learning-phase time 45%",
"Launched full-funnel trial system across 9 markets, drove 22% lift in free-to-paid conversion within 60 days.",
"Established A/B creative testing cadence, identified top performers and lifted CTR 52% in 30 days",
"I'm a senior paid social strategist focused on building systems that perform, scale, and hold up over time... diagnosing what's broken, rebuilding with intent, and staying accountable through execution.",
"TikTok Spark Ads - Meta App Campaigns; Drove CPI 25-30% below forecast for Prime Video app acquisition campaigns"
],
"three_rs": {
"reach": "Deep reach across Meta (Instagram/Facebook) and TikTok Spark Ads, plus Snapchat, Pinterest; runs global multi-market app install and acquisition campaigns.",
"resonance": "Strong creative-testing instincts — hooks/formats/messaging angles, UGC + dynamic assets, motion-first creative — with repeated CTR lifts (52-67%).",
"results": "Concrete performance outcomes: CPI 25-30% below forecast, 5-6x ROAS, CPA cuts of 25-48%, free-to-paid conversion +22%; but early payback (D1/D7) via AppsFlyer not explicitly demonstrated."
},
"match_reasons": [
{
"reason": "Senior specialist-level, hands-on paid social across Meta and TikTok",
"evidence": "primary_specialty: Paid Social ... TikTok Spark Ads - Tiktok - Meta App Campaigns"
},
{
"reason": "Direct mobile app install campaign experience for consumer apps",
"evidence": "Drove CPI 25–30% below forecast for Prime Video app acquisition campaigns; Consolidated 30+ ad sets across app install campaigns"
},
{
"reason": "Rapid creative iteration under launch timelines with measurable lift",
"evidence": "Established creative production rhythm, enabled 5x faster asset testing; lifted CTR 52% in 30 days"
},
{
"reason": "Full end-to-end single-channel ownership (audit → rebuild → scale)",
"evidence": "Most engagements start with an audit ... followed by a rebuild designed to stabilize performance before scaling"
}
],
"hard_fail_reasons": [],
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "TikTok Spark Ads - Meta App Campaigns; Drove CPI 25-30% below forecast for Prime Video app acquisition campaigns",
"rationale": "Satisfies paid social (Meta+TikTok), app install, single-channel ownership, self-directed operator, and rapid creative iteration hard requirements with strong evidence. AppsFlyer attribution fluency (a HARD requirement) is not explicitly stated — attribution shown via CAPI/GA/internal benchmarking — so this is inferred rather than proven, holding the score below the top band. Not treated as a hard fail given clear attribution/measurement competence, but flagged as risk."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "9-figure media budgets ... strict CAC, ROAS; structured A/B testing systems across media and creative; TikTok/Snapchat/Pinterest launch frameworks",
"rationale": "Exceptional depth and specificity in paid social media and creative strategy across many accounts and platforms; clearly the core function of this role."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "consumer subscription free-trial (Opus Clip free-to-paid conversion); industries include Apps, Ecommerce; brands Pampers, Tide",
"rationale": "Has consumer app + subscription free-trial experience and touched family-adjacent CPG brands (Pampers/Tide), but no direct US-parents-of-kids-5-15 or parenting/family app audience evidence."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "Audited fragmented Meta accounts ... rebuilt into scalable CBO structure; Implemented Meta Conversions API; Used AI and editing tools to repurpose creatives",
"rationale": "Strong repeated evidence of personally auditing, rebuilding, testing, and optimizing accounts. Some senior roles involve managing teams of buyers, but IC execution is well documented."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "diagnosing what's broken, rebuilding with intent; Developed data-driven growth roadmap and consolidation plan; shift mindset from micro-targeting to machine-learning",
"rationale": "Clear diagnostic, prioritization, and testing judgment; consistent audit-then-rebuild-then-scale framework fits find-the-winner mindset."
},
"tool_platform_fit": {
"score": 65,
"weight": 8,
"evidence": "Meta App Campaigns - PMAX - TikTok Spark Ads - Optimizely - AdEspresso - Google Analytics; Implemented Meta Conversions API",
"rationale": "Strong platform/tool fit on the ad and testing side, but the role's named attribution stack (AppsFlyer) and analytics (Amplitude) are not mentioned, lowering exact fit."
},
"measurement_optimization": {
"score": 82,
"weight": 6,
"evidence": "Drove CPI 25-30% below forecast; reduced cost per signup $3.00 → $1.78; 22% lift in free-to-paid conversion; internal benchmarking and surrogate performance metrics",
"rationale": "Strong KPI ownership, funnel diagnosis, and iterative optimization including free-trial conversion, though early D1/D7 payback windows via AppsFlyer not explicitly shown."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr; status: active; has_availability: true; location Los Angeles, US",
"rationale": "Active and available, US-based (good timezone overlap with founder), and rate is comfortably within the $7-8k/month retainer range."
}
}
}
],
"initial_top_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "samhchoi94_at_gmail_com",
"email": "samhchoi94@gmail.com",
"name": "Sam Choi",
"score": 86,
"passes_all_hard": true,
"summary": "Sam Choi is a senior mobile UA/paid social specialist with deep, directly relevant experience: he led User Acquisition at Hopper and Life360, running Meta, TikTok, ASA, Google UAC, and DSP app install campaigns with $100M+ of personally managed spend. He has strong subscription-app payback experience (Day 8 ROI 7%->18% at Life360), creative iteration systems (+500% creative win-rate), and consumer B2C app focus. The main gaps are that some senior roles involved team/agency management (delegation risk for a fully hands-on solo role) and no explicit AppsFlyer or parenting/family evidence. Overall an excellent fit for Peggy's paid social specialist role.",
"synthesis_quote": "I've run 7-8 figure UA programs at startups like Hopper and Life360—everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 85,
"weight": 25,
"evidence": "Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs; led UA for Life360's new subscription product; Day 8 ROI improvement from 7% to 18%",
"rationale": "Meets nearly all HARD requirements: deep Meta/TikTok paid social, app install campaigns, consumer subscription apps, and early payback windows (Day 8 ROI). AppsFlyer is not explicitly named (uses Amplitude, Optimizely, various MMP-adjacent tools), a minor gap given his obvious mobile attribution fluency. Budget: prefers $50/hr which is well within retainer range."
},
"functional_expertise": {
"score": 92,
"weight": 20,
"evidence": "$100M+ of personally managed ad spend; 7-8 figure UA programs at Hopper and Life360; Boosted ROAS by 62%; Scaled a VPN startup's ad spend by 585% while maintaining target CAC",
"rationale": "Exceptional, specific, mobile paid social/UA depth across exactly the channels the role needs (Meta, TikTok, ASA). Primary specialty is Paid Social. Strong quantified outcomes."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Led User Acquisition for Life360's new subscription product that grew revenue by 183%; industries: Apps; audiences: Consumers (B2C); Boosted subscriptions by 42% for a social network startup",
"rationale": "Strong consumer subscription app relevance (Life360 is a family-safety consumer subscription app, closely adjacent to a parenting/family audience). No explicit US-parents-of-5-15 targeting, but Life360's family audience is highly comparable."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "AutomateUA: I help startups scale their user acquisition programs profitably with ads. I have +$100M of personally managed ad spend; personally managed ad spend for a travel startup; Redesigned bidding strategies, tested conversion events, and analyzed creative performance",
"rationale": "Current consultant role and earlier roles show clear hands-on execution (personally managed spend, bidding, testing). However Hopper was a leadership role directing a team, agencies, and designers, introducing some delegation risk for a solo build-from-scratch operator role; his consulting work mitigates this."
},
"strategy_and_judgment": {
"score": 88,
"weight": 10,
"evidence": "Eliminated $1M of non-incremental monthly spend by conducting lift tests and fraud analyses; Enhanced monthly creative win-rate by +500% by streamlining testing protocols; strategically grouping 50 geos",
"rationale": "Strong diagnostic and prioritization judgment: incrementality lift testing, structured creative testing, channel/geo strategy — directly relevant to finding a winning channel/creative combo."
},
"tool_platform_fit": {
"score": 78,
"weight": 8,
"evidence": "tools: A/B testing tools (Optimizely), Amplitude, Data Analytics, Facebook, Google AdMob, Google Analytics, Google Bigquery, Google Campaign Manager",
"rationale": "Strong platform fit (Meta, TikTok, ASA, Amplitude explicitly listed). AppsFlyer not explicitly listed but attribution fluency is evident; Amplitude is a direct match to Peggy's onboarding analytics tool."
},
"measurement_optimization": {
"score": 90,
"weight": 6,
"evidence": "Day 8 ROI improvement from 7% to 18%; ASA LAT analyses and k-factor via indirect Circle attribution; Increased retargeting ROI +202%; maintaining target CAC",
"rationale": "Excellent measurement and optimization proof directly aligned with day-1/day-7 payback and LTV:CAC goals, including sophisticated attribution and incrementality work."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $50/hr; location: Davis, California, US",
"rationale": "Active with availability, US-based (good timezone overlap for founder collaboration), and $50/hr is comfortably within the $7,000-$8,000 monthly retainer range."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, highly specific mobile paid social/UA expertise ($100M+ personally managed spend across Meta, TikTok, ASA, DSPs), directly relevant consumer subscription app experience at Life360 and Hopper, strong early-payback measurement (Day 8 ROI 7%->18%), and disciplined creative testing (+500% win-rate). Minor penalties: AppsFlyer is not explicitly named (though clear attribution fluency mitigates this), the Hopper role was team/agency leadership introducing some delegation risk for a solo hands-on build, and no direct US-parents-5-15 or parenting-app evidence (Life360's family audience is close but not exact). All HARD requirements are effectively met, so passes_all_hard is true.",
"evidence_snippets": [
"I've run 7-8 figure UA programs at startups like Hopper and Life360—everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs, while achieving ROI targets",
"Drove a 42% increase in subscriptions & Day 8 ROI improvement from 7% to 18% while reducing ASA spend by 47%",
"Enhanced monthly creative win-rate by +500% by streamlining testing protocols, operational workflows, and insight-driven iterations",
"I have +$100M of personally managed ad spend under my belt",
"primary_specialty: Paid Social",
"Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs; led UA for Life360's new subscription product; Day 8 ROI improvement from 7% to 18%",
"$100M+ of personally managed ad spend; 7-8 figure UA programs at Hopper and Life360; Boosted ROAS by 62%; Scaled a VPN startup's ad spend by 585% while maintaining target CAC"
],
"three_rs": {
"role_fit": "Strong specialist fit — senior mobile paid social/UA operator with exactly the channel mix (Meta, TikTok, ASA) and subscription-app payback focus the role demands.",
"risk": "Prior senior roles involved managing teams/agencies (delegation risk for a solo hands-on build); AppsFlyer and parenting/family-specific experience not explicitly evidenced.",
"reward": "Rare depth of profitable mobile UA scaling with proven early-payback optimization could rapidly find Peggy's winning channel/creative combo ahead of launch."
},
"match_reasons": [
{
"reason": "Deep hands-on paid social across Meta, TikTok, and ASA for mobile apps",
"evidence": "everything from Meta, Google, Tiktok, ASA, DSPs, etc."
},
{
"reason": "Mobile app install campaign experience for consumer subscription apps",
"evidence": "led User Acquisition for Life360's new subscription product that grew the company's revenue by 183%"
},
{
"reason": "Early payback / LTV:CAC optimization",
"evidence": "Day 8 ROI improvement from 7% to 18% while reducing ASA spend by 47%"
},
{
"reason": "Rapid creative iteration systems",
"evidence": "Enhanced monthly creative win-rate by +500% by streamlining testing protocols"
},
{
"reason": "Amplitude familiarity matching Peggy's onboarding analytics",
"evidence": "tools: Amplitude"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"score": 85,
"passes_all_hard": true,
"summary": "Garrison is a senior paid social specialist with deep, hands-on Meta and TikTok experience driving both media and creative strategy for consumer subscription apps. He managed $100K-$200K/day Facebook spend for Calm (a subscription meditation app), scaled Upstart's Facebook budget to $100K/day, ran multi-platform paid social including TikTok/Snapchat at Hint, and led Nike's dynamic creative testing across 16,000 products and 32,000 videos. He has app acquisition (ASO listed), subscription/free-trial monetization, DTC creative testing, and payback/re-engagement optimization experience. The main gaps are no explicit AppsFlyer mention (though attribution/pixel/analytics depth is strong) and no parenting/family app experience, though he has marketed to Parents/Children audiences. Rate ($80/hr) fits the retainer budget.",
"synthesis_quote": "He managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 83,
"weight": 25,
"evidence": "managing daily Facebook ad spend for Calm's sleep and meditation app... 200% year-over-year growth; ASO (App store optimization); Tiktok listed in tools; scaled Upstart's Facebook advertising budget to $100,000 per day",
"rationale": "Satisfies deep paid social (Meta+TikTok), app install/ASO, subscription app, single-channel Facebook ownership, and creative iteration hard requirements with strong concrete proof. AppsFlyer attribution fluency is not explicitly named though he shows deep pixel/attribution/analytics work, so slightly below top marks but hard reqs are met on balance."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos; managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million",
"rationale": "Exceptional depth in paid social media buying and creative testing at massive scale across Meta and TikTok."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Calm sleep and meditation app... expand Calm's paid subscriber base... higher quality annual plan subscriptions; target_buyer includes Parents / Children; industries include Apps, Subscriptions",
"rationale": "Strong consumer subscription app and B2C match; marketed to Parents/Children audience, but no direct parenting/family app experience."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "overseeing ad creative tests, designing user acquisition funnels, and optimizing web and app acquisition strategies... ad structure optimization, and conversion rate enhancement",
"rationale": "Clearly hands-on operator running campaigns, creative tests, and optimization directly, though some senior roles involved leading teams."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "establish a robust Product Channel Fit... setting context, establishing relevance, building affinity, and driving urgency; re-engagement campaign... reclaiming 20% of churned users",
"rationale": "Strong strategic framing, channel-fit judgment, and testing discipline relevant to find-the-winner mindset."
},
"tool_platform_fit": {
"score": 83,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Snapchat, AdEspresso, Segment, Heap, Google Analytics, ASO",
"rationale": "Strong coverage of Meta/TikTok/App Store ecosystem and analytics stack; AppsFlyer and Amplitude not explicitly listed but adjacent tools (Segment, Heap) show attribution depth."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "reduction in the net cost per lead by an estimated 10%... expanded volume of leads by 150%; positive incremental return on ad spend following user re-subscription",
"rationale": "Solid KPI ownership, payback/ROAS, and CRO evidence; strong measurement instincts for early payback windows."
},
"availability_budget_fit": {
"score": 82,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $80/hr; status: onboarded; has_availability: true",
"rationale": "Rate fits within the $7K-$8K/month retainer band and candidate is available and onboarded."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, concrete paid social depth (managed $200M+ annual spend across 10+ advertisers, $100K-$200K/day at Calm, $100K/day at Upstart), directly relevant consumer subscription app experience (Calm), app install/ASO capability, and large-scale video creative testing (16K products / 32K videos at Nike). These satisfy the core HARD requirements around Meta/TikTok mastery, app install campaigns, single-channel ownership, and rapid creative iteration. Penalties/uncertainty: AppsFlyer attribution is not explicitly named (a HARD requirement) though his broader attribution, pixel, and analytics stack strongly implies fluency; no direct parenting/family app experience; some roles show team leadership rather than pure solo execution. On balance hard requirements are met, yielding a strong overall score.",
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020",
"launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos",
"scaled Upstart's Facebook advertising budget to $100,000 per day",
"spearheaded a re-engagement campaign that integrated email marketing with paid social media, successfully reclaiming 20% of churned users",
"Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn... daily ad spends reaching upwards of $100,000",
"skills include ASO (App store optimization); target_buyer includes Parents / Children",
"He managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020.",
"managing daily Facebook ad spend for Calm's sleep and meditation app... 200% year-over-year growth; ASO (App store optimization); Tiktok listed in tools; scaled Upstart's Facebook advertising budget to $100,000 per day"
],
"three_rs": {
"reach": "Deep Meta/TikTok paid social reach for consumer app acquisition, proven across $200M+ in managed spend.",
"resonance": "Strong creative testing and UGC-style/short-form video instincts demonstrated via large-scale dynamic creative tests and DTC campaigns.",
"reaction": "Payback/ROAS and subscription growth optimization (Calm 200% YoY, re-engagement recovering 20% churned users) map to day-1/day-7 payback goals."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta paid social at scale for a subscription app",
"evidence": "managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000 for Calm's sleep and meditation app"
},
{
"reason": "TikTok and multi-platform paid social execution",
"evidence": "Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn... daily ad spends reaching upwards of $100,000"
},
{
"reason": "App install / ASO and subscription growth",
"evidence": "ASO (App store optimization); web and app acquisition strategies... expand Calm's paid subscriber base"
},
{
"reason": "Rapid video creative iteration",
"evidence": "dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos"
},
{
"reason": "Payback/LTV:CAC and re-engagement optimization",
"evidence": "reclaiming 20% of churned users... positive incremental return on ad spend"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "alexcpak1_at_gmail_com",
"email": "alexcpak1@gmail.com",
"name": "Alex Pak",
"score": 83,
"passes_all_hard": true,
"summary": "Alex is a senior performance/growth marketer with 9+ years scaling paid acquisition from zero, with deep hands-on Meta and TikTok experience across consumer app brands (Rocket Money, Carbon Health, Glu/EA, K Health). He has managed 7-8 figure budgets, built paid programs from scratch, run mobile app install campaigns, and cites SKAN/MMM/attribution as core competencies plus ASO and creative iteration. He is a strong fit for this single-channel, build-from-scratch paid social operator role. Gaps: no explicit AppsFlyer mention (references SKAN/MMM/last-click and mentions attribution broadly), no App Store ads specifics, and much recent depth is Meta-weighted rather than TikTok-weighted, though TikTok appears repeatedly in his channel mix.",
"synthesis_quote": "I have scaled many paid acquisition programs from 0... across Paid Social, Paid Search, and more. My expertise spans multiple digital channels including Meta, Snap, Google, DSPs, Paid Search, and TikTok, with a focus on testing, creative optimization, and data driven strategy.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 80,
"weight": 25,
"evidence": "Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google)... Built Paid Marketing program from scratch; Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter; ASO (App store optimization) skill listed.",
"rationale": "Satisfies most hard reqs: deep hands-on Meta+TikTok paid social, mobile app install experience, single-channel/build-from-scratch ownership, rapid creative iteration, and rate within budget ($100/hr). The one soft spot is AppsFlyer: he cites SKAN/MMM/last-click attribution fluency but AppsFlyer is not named explicitly. Given strong adjacent MMP/attribution depth in the mobile-app UA space, this is treated as a plausible pass rather than a hard fail, so not scored 90+."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "Rebuilt creative experimentation framework... ~4x win rate via hypothesis-driven design; Doubled Paid Social acquisition on Snap, Reddit, DSPs, and SDK Ad Networks; Lead creative strategy across various digital acquisition verticals.",
"rationale": "Deep, specific paid social/performance expertise with concrete win-rate and CPA/ROAS outcomes, creative testing systems, and channel scaling. Strongly on-function."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Consumer subscription app experience (Rocket Money); Pathright/FlipGive: apps for teams... Managers and parents save time; target_buyer includes Parents / Children; industries include Apps.",
"rationale": "Strong consumer subscription app and B2C fit; FlipGive touches parents/family-of-team logistics. Not a pure parenting app but very relevant audience and business model."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "Oversaw strategy and execution, including end-to-end management on Google Ads, Meta...; Built Paid Marketing program from scratch, rigorously testing audiences, events, channels, & creatives.",
"rationale": "Clearly an operator who executes end-to-end, though some senior roles include team mentoring/agency management; recent Homeaglow and prior roles show direct hands-on media buying and creative testing."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "optimizing for long-term LTV and durable unit economics over short-term ROAS; Introduced structured DMA allocation and exclusion testing to isolate incremental lift.",
"rationale": "Demonstrates strong diagnostic judgment, prioritization, and translating business goals (LTV, unit economics) into testing plans and channel decisions."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, A/B testing tools (Optimizely, VWO), Canva; Attribution models (SKAN, Last Click, MMM); ASO listed.",
"rationale": "Strong on Meta and A/B tooling; TikTok appears in narrative. However AppsFlyer and Amplitude are not explicitly listed, and TikTok is not in the tools field — a partial platform-fit gap for the exact stack."
},
"measurement_optimization": {
"score": 88,
"weight": 6,
"evidence": "improving new patient CPA 35% QoQ; 20% decrease in new patient CAC; Meticulously analyze the conversion event and cost funnel... data-driven decisions; SKAN/MMM/Last Click bread and butter.",
"rationale": "Excellent measurement/optimization track record with concrete CPA/CAC/ROAS improvements and funnel/attribution rigor directly relevant to day-1/day-7 payback goals."
},
"availability_budget_fit": {
"score": 78,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: onboarded; has_availability: true; location: San Francisco, California, US.",
"rationale": "Onboarded and available; $100/hr aligns with the ~$7.5k/month retainer at typical part-time hours and US timezone works well for a founder-facing role. Availability start (ASAP) not explicitly confirmed."
}
},
"final_score_rationale": "Biggest positive drivers: deep, quantified paid social and performance UA expertise (Rocket Money, Carbon Health), building programs from scratch, 7-figure Meta/TikTok/multi-channel budgets, rigorous creative testing (4x win rate), and strong measurement/attribution fluency (SKAN/MMM) directly relevant to day-1/day-7 payback. Consumer subscription app and parents-adjacent audience fit are solid. Penalties: AppsFlyer and Amplitude are not explicitly named (adjacent MMP/attribution depth makes this a plausible not exceptional pass), App Store ads experience is not documented, and TikTok is present in narrative but under-emphasized relative to Meta. These stack/channel-specificity gaps keep the score strong but below exceptional.",
"evidence_snippets": [
"Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google) across mobile/desktop, achieving positive ROAS",
"Built Paid Marketing program from scratch for the Rocket Visa Signature Card, rigorously testing audiences, events, channels, & creatives",
"Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter topics of discussion",
"Rebuilt creative experimentation framework, increasing structured testing cadence and achieving ~4x win rate",
"His Paid Social strategies effectively increased app downloads and engagement... leading to a 20% decrease in new patient CAC",
"ASO (App store optimization)",
"I have scaled many paid acquisition programs from 0... across Paid Social, Paid Search, and more. My expertise spans multiple digital channels including Meta, Snap, Google, DSPs, Paid Search, and TikTok, with a focus on testing, creative optimization, and data driven strategy.",
"Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google)... Built Paid Marketing program from scratch; Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter; ASO (App store optimization) skill listed."
],
"three_rs": {
"reach": "Extensive paid social reach: Meta (Instagram/Facebook), TikTok, Snap, Reddit, DSPs, SDK ad networks driving app installs across multiple consumer brands.",
"resonance": "Strong creative strategy and iteration instincts with hypothesis-driven testing (4x win rate), creative analysis, and UGC/short-form expansion (YouTube Shorts 60% win rate).",
"results": "Concrete efficiency outcomes: CPA down 35% QoQ, CAC down 20%, doubled paid social acquisition, LP CVR up >12% MoM, positive ROAS at 7-figure scale."
},
"match_reasons": [
"Deep hands-on Meta + TikTok paid social at scale: 'Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok...)'",
"Mobile app install / consumer subscription UA experience: Rocket Money and Carbon Health app download growth plus ASO skill",
"Build-from-scratch single-channel operator: 'Built Paid Marketing program from scratch... rigorously testing audiences, events, channels, & creatives'",
"Payback/LTV:CAC and attribution focus: 'optimizing for long-term LTV and durable unit economics' and 'SKAN, Last Click, MMM... my bread and butter'"
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"score": 82,
"passes_all_hard": true,
"summary": "Chris Ahn is a hands-on paid social / user acquisition specialist with strong, recent, repeated experience running Meta and TikTok performance campaigns for consumer apps — including building TikTok from scratch to profitability in 30 days at Avita and driving app-store traffic for the Tea dating app. He demonstrates full end-to-end single-channel ownership (strategy through creative testing, reporting, optimization), rapid creative iteration with UGC, and build-from-scratch operator instincts working directly with founders. He fits the paid social + app install + specialist requirements well. The main gaps are no explicit AppsFlyer or Amplitude mention, and no direct parenting/family audience experience, though he does target Parents/Children and consumer subscription audiences.",
"synthesis_quote": "Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Owned end-to-end paid social strategy and execution... Built TikTok from scratch, from attribution to campaign launch... driving traffic directly to the app store (Apple + Google Play)",
"rationale": "Satisfies nearly all hard requirements: deep hands-on Meta+TikTok, app install/app-store campaigns, full single-channel ownership, rapid creative iteration, build-from-scratch operator, and within-range rate ($100/hr). The one soft gap is AppsFlyer is not explicitly named, but he demonstrates attribution setup ('from attribution to campaign launch') and funnel/conversion measurement, so it is plausible he can operate AppsFlyer. Not enough to hard-fail, but keeps this below top marks."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "Owned end-to-end paid social strategy and execution... Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA... Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing",
"rationale": "Deep, specific paid social expertise across Meta and TikTok with repeated media + creative strategy ownership across multiple recent engagements (Avita, Franki, Pie, Tea, Siddas). Strong core-function match."
},
"industry_audience_relevance": {
"score": 75,
"weight": 12,
"evidence": "Industries: Apps, Media, Software & Tech; target_buyer: Parents / Children, Consumers (B2C); Tea - teaforwomen.com... driving traffic directly to the app store; Pie... consumer tech app",
"rationale": "Strong consumer app / subscription relevance and lists Parents/Children as a target buyer, but no direct parenting/family app work history. Comparable consumer-app stage and B2C motion are clearly present."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one... Built TikTok from scratch, from attribution to campaign launch... daily optimization",
"rationale": "Clearly a personal operator who builds, launches, tests, and optimizes campaigns himself in zero-to-one contexts. Exactly the hands-on profile the role needs."
},
"strategy_and_judgment": {
"score": 82,
"weight": 10,
"evidence": "Developed channel strategy... Audited Google Search, uncovering optimization opportunities... Optimized campaigns toward booked appointments, not just leads, to maximize business impact",
"rationale": "Demonstrates diagnosis, prioritization toward business outcomes over vanity metrics, and test-and-learn framing (champion vs. challenger). Good judgment translating goals into plans."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Snapchat, Pinterest, Google Analytics, Looker, Tableau, A/B testing tools; ASO (App store optimization)",
"rationale": "Strong fit on Meta/TikTok ad platforms and analytics tools, plus ASO for App Store ads. However AppsFlyer and Amplitude — the role's named attribution/analytics stack — are not listed, capping this dimension."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "Leveraged conversion data and funnel analysis to optimize campaigns toward lower cost per booked appointment... maximize revenue and customer LTV... reaching profitability within the first 30 days",
"rationale": "Consistent KPI ownership (ROAS, CPA, CAC, LTV) and rapid payback focus align well with the day-1/day-7 payback and LTV:CAC success signals."
},
"availability_budget_fit": {
"score": 85,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: active; has_availability: true; location: Allen, Texas, US",
"rationale": "Active and available, US-based (good timezone overlap), and $100/hr fits comfortably within a $7,000-$8,000 monthly retainer. ASAP start is feasible."
}
},
"final_score_rationale": "Biggest positive drivers: repeated, recent, hands-on Meta+TikTok paid social ownership for consumer apps (Avita, Tea, Pie, Franki, Siddas), explicit app-store install traffic experience, zero-to-one/build-from-scratch execution, rapid creative + UGC testing, and payback/ROAS/LTV optimization — hitting nearly every hard requirement directly. Penalties: AppsFlyer attribution and Amplitude are not explicitly named in the profile (req-004/req-016), and there is no direct parenting/family app experience (req-014), so industry and tool-fit dimensions are held down. He passes all hard requirements because the AppsFlyer gap is a tool-naming gap rather than a demonstrated inability — he clearly handles attribution setup and early payback measurement — but this uncertainty keeps hard_requirements_fit and tool_platform_fit below top scores.",
"evidence_snippets": [
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days.",
"Owned end-to-end paid social strategy and execution focused on driving booked appointments.",
"driving traffic directly to the app store (Apple + Google Play), and driving a low customer acquisition cost",
"Creative iteration and UGC testing to improve CTR and engagement while reducing acquisition costs.",
"Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one.",
"Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA.",
"Owned end-to-end paid social strategy and execution... Built TikTok from scratch, from attribution to campaign launch... driving traffic directly to the app store (Apple + Google Play)",
"Owned end-to-end paid social strategy and execution... Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA... Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing"
],
"three_rs": {
"reject": "Do not reject; strong role-aligned specialist.",
"reason": "Deep hands-on Meta+TikTok paid social for consumer apps, app-store install experience, zero-to-one operator, and payback/LTV:CAC focus map directly to the brief.",
"risk": "AppsFlyer/Amplitude not explicitly named and no direct parenting/family app history; confirm AppsFlyer fluency and comfort with US-parents audience in screening."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social with media and creative strategy ownership",
"evidence": "Owned end-to-end paid social strategy and execution... continuous A/B testing of ad formats, messaging, and placements"
},
{
"reason": "Mobile app install / app-store campaign experience for consumer apps",
"evidence": "driving traffic directly to the app store (Apple + Google Play)... Built TikTok from scratch, from attribution to campaign launch"
},
{
"reason": "Self-directed, build-from-scratch operator working directly with founders",
"evidence": "This is a zero-to-one effort — they need someone who can build performance infrastructure from scratch... reaching profitability within the first 30 days"
},
{
"reason": "Rapid UGC/short-form creative iteration and payback optimization",
"evidence": "Creative iteration and UGC testing to improve CTR... maximize revenue and customer LTV"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "b_at_316_interactive_com",
"email": "b@316-interactive.com",
"name": "Bobby Taslimi",
"score": 82,
"passes_all_hard": true,
"summary": "Bobby is a senior Paid Social specialist with deep, hands-on Meta + TikTok experience and a clear specialist (not generalist) profile. He has directly owned paid social end-to-end for multiple consumer apps — including Shotsy, a GLP-1 tracking app where he 5x scaled spend while cutting CPA from $33 to $19-21 via a UGC production system and retention-based creative iteration. His work at Zoe Financial and Jingle Pay shows build-from-scratch, self-directed ownership. The main gaps are explicit AppsFlyer attribution fluency (his listed tools show Google Analytics, Looker, Triplewhale but not AppsFlyer/Amplitude by name) and parenting/family audience specifics, though he lists Parents/Children as a target buyer and has app + subscription experience.",
"synthesis_quote": "\"At Shotsy... Bobby leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21... deploying a proven UGC production system to source and brief creators for performance-driven ads.\"",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Paid Social Media Marketer role; \"leads paid social strategy across Meta and TikTok\" at Shotsy (a subscription tracking app); \"owning everything from A to Z\" at Quest.",
"rationale": "Satisfies the core hard requirements: deep hands-on Meta+TikTok paid social, app install context, full single-channel ownership, video/UGC iteration, and self-directed build-from-scratch work. The one soft spot is no explicit AppsFlyer or Amplitude mention — his stack lists GA, Looker, and Triplewhale (web/DTC attribution) rather than a named MMP. This is a near-adjacent but not documented fluency, so not scored as exceptional, but no hard requirement is contradicted."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "\"scalable testing architecture that prioritized dataset integrity, creative iteration based on retention metrics, and disciplined budget allocation\"; \"5x scaled ad spend while reducing CPA from $33 to $19–$21\".",
"rationale": "Exceptional, concrete paid social depth across multiple accounts with quantified results, structured testing frameworks, and clear media+creative strategy ownership."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Apps; subindustries include Subscriptions; target_buyer includes \"Parents / Children\"; Shotsy is a consumer mobile app with free-trial-style monetization.",
"rationale": "Strong consumer app + subscription adjacency and parents/children listed as a target buyer, but no direct parenting/family app experience. Prior verticals lean fintech/insurance/health."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "\"owning everything from A to Z, consumer research, creative strategy, creative production, and full-funnel ad management\"; \"unlocked paid social from 0 to $2,000/day\".",
"rationale": "Clearly a hands-on operator who personally builds, briefs creative, structures campaigns, and optimizes — no delegation-only advisory pattern."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "\"audit and rebuild their paid social acquisition after Meta ads were underperforming\"; \"uncovered crucial app and infrastructure issues... preventing campaigns from optimizing\".",
"rationale": "Demonstrates diagnosis, prioritization, and translating research into structured creative hypotheses — strong find-the-winner judgment."
},
"tool_platform_fit": {
"score": 70,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Google Analytics, Looker, Triplewhale, Motion, Canva/Photoshop for creative.",
"rationale": "Excellent ad platform and creative tool fit (Meta/TikTok/Motion/Triplewhale), but the role's specified AppsFlyer and Amplitude are not listed by name, capping this dimension."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "\"reducing CPA from $33 to $19–$21\"; \"creative iteration based on retention metrics\"; \"detailed reporting and strategic analysis to continuously improve acquisition efficiency\".",
"rationale": "Strong measurable optimization and reporting cadence; payback-window/LTV:CAC framing is implied via CPA and retention focus but not explicitly day-1/day-7 payback."
},
"availability_budget_fit": {
"score": 88,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $55/hr; location United States.",
"rationale": "Available, US-based, and rate is well within the $7-8K/month retainer envelope; strong ASAP fit for the six-week runway."
}
},
"final_score_rationale": "Biggest drivers: exceptional, quantified, hands-on paid social expertise across Meta and TikTok, including a directly comparable consumer subscription app (Shotsy) with UGC production system, retention-based creative iteration, and 5x scaling at improved CPA. He is a clear specialist doing the work directly and has repeatedly built paid acquisition from scratch working closely with founders — matching the self-directed, single-channel-ownership brief. Penalties: no explicit AppsFlyer or Amplitude fluency (his measurement stack leans web/DTC via GA/Looker/Triplewhale), and no direct parenting/family app experience beyond a listed Parents/Children target buyer. These keep hard_requirements_fit and tool_platform_fit from being higher but do not contradict any hard requirement.",
"evidence_snippets": [
"\"leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21\"",
"\"deploying a proven UGC production system to source and brief creators for performance-driven ads\"",
"\"unlocked paid social from 0 to $2,000/day in ad spend and built the acquisition engine from the ground up\"",
"\"owning everything from A to Z, consumer research, creative strategy, creative production, and full-funnel ad management\"",
"tools: Facebook - Instagram - Tiktok - Motion - Triplewhale; target_buyer: Parents / Children",
"primary_specialty: Paid Social; seniority: Senior",
"\"At Shotsy... Bobby leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21... deploying a proven UGC production system to source and brief creators for performance-driven ads.\"",
"Paid Social Media Marketer role; \"leads paid social strategy across Meta and TikTok\" at Shotsy (a subscription tracking app); \"owning everything from A to Z\" at Quest."
],
"three_rs": {
"reach": "Owns paid social reach across Meta (Instagram/Facebook) and TikTok, the exact channels required, with app-oriented consumer campaigns.",
"resonance": "Deep consumer research translated into structured creative hypotheses and UGC ads; strong short-form/UGC creative instincts demonstrated at Shotsy and Neighbors Bank.",
"reaction": "Optimizes toward CPA/efficiency and retention metrics with disciplined budget allocation and reporting; payback/LTV:CAC framing plausible but not explicitly day-1/day-7."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social specialist",
"evidence": "\"leads paid social strategy across Meta and TikTok\""
},
{
"reason": "Consumer subscription app experience with strong quantified results",
"evidence": "Shotsy, a GLP-1 tracking app; \"5x scaled ad spend while reducing CPA from $33 to $19–$21\""
},
{
"reason": "Self-directed build-from-scratch operator working with founders",
"evidence": "\"built the acquisition engine from the ground up\" (Zoe); \"audit and rebuild their paid social acquisition\" (Jingle Pay)"
},
{
"reason": "Rapid UGC/short-form video creative iteration",
"evidence": "\"proven UGC production system\"; \"creative iteration based on retention metrics\""
}
],
"hard_fail_reasons": []
}
],
"top_candidates": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "samhchoi94_at_gmail_com",
"email": "samhchoi94@gmail.com",
"name": "Sam Choi",
"score": 86,
"passes_all_hard": true,
"summary": "Sam Choi is a senior mobile UA/paid social specialist with deep, directly relevant experience: he led User Acquisition at Hopper and Life360, running Meta, TikTok, ASA, Google UAC, and DSP app install campaigns with $100M+ of personally managed spend. He has strong subscription-app payback experience (Day 8 ROI 7%->18% at Life360), creative iteration systems (+500% creative win-rate), and consumer B2C app focus. The main gaps are that some senior roles involved team/agency management (delegation risk for a fully hands-on solo role) and no explicit AppsFlyer or parenting/family evidence. Overall an excellent fit for Peggy's paid social specialist role.",
"synthesis_quote": "I've run 7-8 figure UA programs at startups like Hopper and Life360—everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 85,
"weight": 25,
"evidence": "Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs; led UA for Life360's new subscription product; Day 8 ROI improvement from 7% to 18%",
"rationale": "Meets nearly all HARD requirements: deep Meta/TikTok paid social, app install campaigns, consumer subscription apps, and early payback windows (Day 8 ROI). AppsFlyer is not explicitly named (uses Amplitude, Optimizely, various MMP-adjacent tools), a minor gap given his obvious mobile attribution fluency. Budget: prefers $50/hr which is well within retainer range."
},
"functional_expertise": {
"score": 92,
"weight": 20,
"evidence": "$100M+ of personally managed ad spend; 7-8 figure UA programs at Hopper and Life360; Boosted ROAS by 62%; Scaled a VPN startup's ad spend by 585% while maintaining target CAC",
"rationale": "Exceptional, specific, mobile paid social/UA depth across exactly the channels the role needs (Meta, TikTok, ASA). Primary specialty is Paid Social. Strong quantified outcomes."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Led User Acquisition for Life360's new subscription product that grew revenue by 183%; industries: Apps; audiences: Consumers (B2C); Boosted subscriptions by 42% for a social network startup",
"rationale": "Strong consumer subscription app relevance (Life360 is a family-safety consumer subscription app, closely adjacent to a parenting/family audience). No explicit US-parents-of-5-15 targeting, but Life360's family audience is highly comparable."
},
"hands_on_execution": {
"score": 80,
"weight": 15,
"evidence": "AutomateUA: I help startups scale their user acquisition programs profitably with ads. I have +$100M of personally managed ad spend; personally managed ad spend for a travel startup; Redesigned bidding strategies, tested conversion events, and analyzed creative performance",
"rationale": "Current consultant role and earlier roles show clear hands-on execution (personally managed spend, bidding, testing). However Hopper was a leadership role directing a team, agencies, and designers, introducing some delegation risk for a solo build-from-scratch operator role; his consulting work mitigates this."
},
"strategy_and_judgment": {
"score": 88,
"weight": 10,
"evidence": "Eliminated $1M of non-incremental monthly spend by conducting lift tests and fraud analyses; Enhanced monthly creative win-rate by +500% by streamlining testing protocols; strategically grouping 50 geos",
"rationale": "Strong diagnostic and prioritization judgment: incrementality lift testing, structured creative testing, channel/geo strategy — directly relevant to finding a winning channel/creative combo."
},
"tool_platform_fit": {
"score": 78,
"weight": 8,
"evidence": "tools: A/B testing tools (Optimizely), Amplitude, Data Analytics, Facebook, Google AdMob, Google Analytics, Google Bigquery, Google Campaign Manager",
"rationale": "Strong platform fit (Meta, TikTok, ASA, Amplitude explicitly listed). AppsFlyer not explicitly listed but attribution fluency is evident; Amplitude is a direct match to Peggy's onboarding analytics tool."
},
"measurement_optimization": {
"score": 90,
"weight": 6,
"evidence": "Day 8 ROI improvement from 7% to 18%; ASA LAT analyses and k-factor via indirect Circle attribution; Increased retargeting ROI +202%; maintaining target CAC",
"rationale": "Excellent measurement and optimization proof directly aligned with day-1/day-7 payback and LTV:CAC goals, including sophisticated attribution and incrementality work."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $50/hr; location: Davis, California, US",
"rationale": "Active with availability, US-based (good timezone overlap for founder collaboration), and $50/hr is comfortably within the $7,000-$8,000 monthly retainer range."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, highly specific mobile paid social/UA expertise ($100M+ personally managed spend across Meta, TikTok, ASA, DSPs), directly relevant consumer subscription app experience at Life360 and Hopper, strong early-payback measurement (Day 8 ROI 7%->18%), and disciplined creative testing (+500% win-rate). Minor penalties: AppsFlyer is not explicitly named (though clear attribution fluency mitigates this), the Hopper role was team/agency leadership introducing some delegation risk for a solo hands-on build, and no direct US-parents-5-15 or parenting-app evidence (Life360's family audience is close but not exact). All HARD requirements are effectively met, so passes_all_hard is true.",
"evidence_snippets": [
"I've run 7-8 figure UA programs at startups like Hopper and Life360—everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs, while achieving ROI targets",
"Drove a 42% increase in subscriptions & Day 8 ROI improvement from 7% to 18% while reducing ASA spend by 47%",
"Enhanced monthly creative win-rate by +500% by streamlining testing protocols, operational workflows, and insight-driven iterations",
"I have +$100M of personally managed ad spend under my belt",
"primary_specialty: Paid Social",
"Scaled and optimized across Apple Search Ads (ASA), Facebook Ads, Google UAC, Affiliates, and DSPs; led UA for Life360's new subscription product; Day 8 ROI improvement from 7% to 18%",
"$100M+ of personally managed ad spend; 7-8 figure UA programs at Hopper and Life360; Boosted ROAS by 62%; Scaled a VPN startup's ad spend by 585% while maintaining target CAC"
],
"three_rs": {
"role_fit": "Strong specialist fit — senior mobile paid social/UA operator with exactly the channel mix (Meta, TikTok, ASA) and subscription-app payback focus the role demands.",
"risk": "Prior senior roles involved managing teams/agencies (delegation risk for a solo hands-on build); AppsFlyer and parenting/family-specific experience not explicitly evidenced.",
"reward": "Rare depth of profitable mobile UA scaling with proven early-payback optimization could rapidly find Peggy's winning channel/creative combo ahead of launch."
},
"match_reasons": [
{
"reason": "Deep hands-on paid social across Meta, TikTok, and ASA for mobile apps",
"evidence": "everything from Meta, Google, Tiktok, ASA, DSPs, etc."
},
{
"reason": "Mobile app install campaign experience for consumer subscription apps",
"evidence": "led User Acquisition for Life360's new subscription product that grew the company's revenue by 183%"
},
{
"reason": "Early payback / LTV:CAC optimization",
"evidence": "Day 8 ROI improvement from 7% to 18% while reducing ASA spend by 47%"
},
{
"reason": "Rapid creative iteration systems",
"evidence": "Enhanced monthly creative win-rate by +500% by streamlining testing protocols"
},
{
"reason": "Amplitude familiarity matching Peggy's onboarding analytics",
"evidence": "tools: Amplitude"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"score": 85,
"passes_all_hard": true,
"summary": "Garrison is a senior paid social specialist with deep, hands-on Meta and TikTok experience driving both media and creative strategy for consumer subscription apps. He managed $100K-$200K/day Facebook spend for Calm (a subscription meditation app), scaled Upstart's Facebook budget to $100K/day, ran multi-platform paid social including TikTok/Snapchat at Hint, and led Nike's dynamic creative testing across 16,000 products and 32,000 videos. He has app acquisition (ASO listed), subscription/free-trial monetization, DTC creative testing, and payback/re-engagement optimization experience. The main gaps are no explicit AppsFlyer mention (though attribution/pixel/analytics depth is strong) and no parenting/family app experience, though he has marketed to Parents/Children audiences. Rate ($80/hr) fits the retainer budget.",
"synthesis_quote": "He managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 83,
"weight": 25,
"evidence": "managing daily Facebook ad spend for Calm's sleep and meditation app... 200% year-over-year growth; ASO (App store optimization); Tiktok listed in tools; scaled Upstart's Facebook advertising budget to $100,000 per day",
"rationale": "Satisfies deep paid social (Meta+TikTok), app install/ASO, subscription app, single-channel Facebook ownership, and creative iteration hard requirements with strong concrete proof. AppsFlyer attribution fluency is not explicitly named though he shows deep pixel/attribution/analytics work, so slightly below top marks but hard reqs are met on balance."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos; managed advertising campaigns for over 10 advertisers, with a collective annual spend exceeding $200 million",
"rationale": "Exceptional depth in paid social media buying and creative testing at massive scale across Meta and TikTok."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Calm sleep and meditation app... expand Calm's paid subscriber base... higher quality annual plan subscriptions; target_buyer includes Parents / Children; industries include Apps, Subscriptions",
"rationale": "Strong consumer subscription app and B2C match; marketed to Parents/Children audience, but no direct parenting/family app experience."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "overseeing ad creative tests, designing user acquisition funnels, and optimizing web and app acquisition strategies... ad structure optimization, and conversion rate enhancement",
"rationale": "Clearly hands-on operator running campaigns, creative tests, and optimization directly, though some senior roles involved leading teams."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "establish a robust Product Channel Fit... setting context, establishing relevance, building affinity, and driving urgency; re-engagement campaign... reclaiming 20% of churned users",
"rationale": "Strong strategic framing, channel-fit judgment, and testing discipline relevant to find-the-winner mindset."
},
"tool_platform_fit": {
"score": 83,
"weight": 8,
"evidence": "tools: Facebook, Instagram, Tiktok, Snapchat, AdEspresso, Segment, Heap, Google Analytics, ASO",
"rationale": "Strong coverage of Meta/TikTok/App Store ecosystem and analytics stack; AppsFlyer and Amplitude not explicitly listed but adjacent tools (Segment, Heap) show attribution depth."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "reduction in the net cost per lead by an estimated 10%... expanded volume of leads by 150%; positive incremental return on ad spend following user re-subscription",
"rationale": "Solid KPI ownership, payback/ROAS, and CRO evidence; strong measurement instincts for early payback windows."
},
"availability_budget_fit": {
"score": 82,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $80/hr; status: onboarded; has_availability: true",
"rationale": "Rate fits within the $7K-$8K/month retainer band and candidate is available and onboarded."
}
},
"final_score_rationale": "Biggest positive drivers: exceptional, concrete paid social depth (managed $200M+ annual spend across 10+ advertisers, $100K-$200K/day at Calm, $100K/day at Upstart), directly relevant consumer subscription app experience (Calm), app install/ASO capability, and large-scale video creative testing (16K products / 32K videos at Nike). These satisfy the core HARD requirements around Meta/TikTok mastery, app install campaigns, single-channel ownership, and rapid creative iteration. Penalties/uncertainty: AppsFlyer attribution is not explicitly named (a HARD requirement) though his broader attribution, pixel, and analytics stack strongly implies fluency; no direct parenting/family app experience; some roles show team leadership rather than pure solo execution. On balance hard requirements are met, yielding a strong overall score.",
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020",
"launched a dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos",
"scaled Upstart's Facebook advertising budget to $100,000 per day",
"spearheaded a re-engagement campaign that integrated email marketing with paid social media, successfully reclaiming 20% of churned users",
"Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn... daily ad spends reaching upwards of $100,000",
"skills include ASO (App store optimization); target_buyer includes Parents / Children",
"He managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... contributed to Calm's 200% annual growth in both 2019 and 2020.",
"managing daily Facebook ad spend for Calm's sleep and meditation app... 200% year-over-year growth; ASO (App store optimization); Tiktok listed in tools; scaled Upstart's Facebook advertising budget to $100,000 per day"
],
"three_rs": {
"reach": "Deep Meta/TikTok paid social reach for consumer app acquisition, proven across $200M+ in managed spend.",
"resonance": "Strong creative testing and UGC-style/short-form video instincts demonstrated via large-scale dynamic creative tests and DTC campaigns.",
"reaction": "Payback/ROAS and subscription growth optimization (Calm 200% YoY, re-engagement recovering 20% churned users) map to day-1/day-7 payback goals."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta paid social at scale for a subscription app",
"evidence": "managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000 for Calm's sleep and meditation app"
},
{
"reason": "TikTok and multi-platform paid social execution",
"evidence": "Facebook, Google, YouTube, TikTok, Snapchat, Twitter, Reddit, and LinkedIn... daily ad spends reaching upwards of $100,000"
},
{
"reason": "App install / ASO and subscription growth",
"evidence": "ASO (App store optimization); web and app acquisition strategies... expand Calm's paid subscriber base"
},
{
"reason": "Rapid video creative iteration",
"evidence": "dynamic creative strategy that encompassed a creative test across 16,000 products and 32,000 videos"
},
{
"reason": "Payback/LTV:CAC and re-engagement optimization",
"evidence": "reclaiming 20% of churned users... positive incremental return on ad spend"
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "b_at_316_interactive_com",
"email": "b@316-interactive.com",
"name": "Bobby Taslimi",
"score": 82,
"passes_all_hard": true,
"summary": "Bobby is a senior Paid Social specialist with deep, hands-on Meta + TikTok experience and a clear specialist (not generalist) profile. He has directly owned paid social end-to-end for multiple consumer apps — including Shotsy, a GLP-1 tracking app where he 5x scaled spend while cutting CPA from $33 to $19-21 via a UGC production system and retention-based creative iteration. His work at Zoe Financial and Jingle Pay shows build-from-scratch, self-directed ownership. The main gaps are explicit AppsFlyer attribution fluency (his listed tools show Google Analytics, Looker, Triplewhale but not AppsFlyer/Amplitude by name) and parenting/family audience specifics, though he lists Parents/Children as a target buyer and has app + subscription experience.",
"synthesis_quote": "\"At Shotsy... Bobby leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21... deploying a proven UGC production system to source and brief creators for performance-driven ads.\"",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Paid Social Media Marketer role; \"leads paid social strategy across Meta and TikTok\" at Shotsy (a subscription tracking app); \"owning everything from A to Z\" at Quest.",
"rationale": "Satisfies the core hard requirements: deep hands-on Meta+TikTok paid social, app install context, full single-channel ownership, video/UGC iteration, and self-directed build-from-scratch work. The one soft spot is no explicit AppsFlyer or Amplitude mention — his stack lists GA, Looker, and Triplewhale (web/DTC attribution) rather than a named MMP. This is a near-adjacent but not documented fluency, so not scored as exceptional, but no hard requirement is contradicted."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "\"scalable testing architecture that prioritized dataset integrity, creative iteration based on retention metrics, and disciplined budget allocation\"; \"5x scaled ad spend while reducing CPA from $33 to $19–$21\".",
"rationale": "Exceptional, concrete paid social depth across multiple accounts with quantified results, structured testing frameworks, and clear media+creative strategy ownership."
},
"industry_audience_relevance": {
"score": 72,
"weight": 12,
"evidence": "Industries include Apps; subindustries include Subscriptions; target_buyer includes \"Parents / Children\"; Shotsy is a consumer mobile app with free-trial-style monetization.",
"rationale": "Strong consumer app + subscription adjacency and parents/children listed as a target buyer, but no direct parenting/family app experience. Prior verticals lean fintech/insurance/health."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "\"owning everything from A to Z, consumer research, creative strategy, creative production, and full-funnel ad management\"; \"unlocked paid social from 0 to $2,000/day\".",
"rationale": "Clearly a hands-on operator who personally builds, briefs creative, structures campaigns, and optimizes — no delegation-only advisory pattern."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "\"audit and rebuild their paid social acquisition after Meta ads were underperforming\"; \"uncovered crucial app and infrastructure issues... preventing campaigns from optimizing\".",
"rationale": "Demonstrates diagnosis, prioritization, and translating research into structured creative hypotheses — strong find-the-winner judgment."
},
"tool_platform_fit": {
"score": 70,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Google Analytics, Looker, Triplewhale, Motion, Canva/Photoshop for creative.",
"rationale": "Excellent ad platform and creative tool fit (Meta/TikTok/Motion/Triplewhale), but the role's specified AppsFlyer and Amplitude are not listed by name, capping this dimension."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "\"reducing CPA from $33 to $19–$21\"; \"creative iteration based on retention metrics\"; \"detailed reporting and strategic analysis to continuously improve acquisition efficiency\".",
"rationale": "Strong measurable optimization and reporting cadence; payback-window/LTV:CAC framing is implied via CPA and retention focus but not explicitly day-1/day-7 payback."
},
"availability_budget_fit": {
"score": 88,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $55/hr; location United States.",
"rationale": "Available, US-based, and rate is well within the $7-8K/month retainer envelope; strong ASAP fit for the six-week runway."
}
},
"final_score_rationale": "Biggest drivers: exceptional, quantified, hands-on paid social expertise across Meta and TikTok, including a directly comparable consumer subscription app (Shotsy) with UGC production system, retention-based creative iteration, and 5x scaling at improved CPA. He is a clear specialist doing the work directly and has repeatedly built paid acquisition from scratch working closely with founders — matching the self-directed, single-channel-ownership brief. Penalties: no explicit AppsFlyer or Amplitude fluency (his measurement stack leans web/DTC via GA/Looker/Triplewhale), and no direct parenting/family app experience beyond a listed Parents/Children target buyer. These keep hard_requirements_fit and tool_platform_fit from being higher but do not contradict any hard requirement.",
"evidence_snippets": [
"\"leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21\"",
"\"deploying a proven UGC production system to source and brief creators for performance-driven ads\"",
"\"unlocked paid social from 0 to $2,000/day in ad spend and built the acquisition engine from the ground up\"",
"\"owning everything from A to Z, consumer research, creative strategy, creative production, and full-funnel ad management\"",
"tools: Facebook - Instagram - Tiktok - Motion - Triplewhale; target_buyer: Parents / Children",
"primary_specialty: Paid Social; seniority: Senior",
"\"At Shotsy... Bobby leads paid social strategy across Meta and TikTok. He 5x scaled ad spend while reducing CPA from $33 to $19–$21... deploying a proven UGC production system to source and brief creators for performance-driven ads.\"",
"Paid Social Media Marketer role; \"leads paid social strategy across Meta and TikTok\" at Shotsy (a subscription tracking app); \"owning everything from A to Z\" at Quest."
],
"three_rs": {
"reach": "Owns paid social reach across Meta (Instagram/Facebook) and TikTok, the exact channels required, with app-oriented consumer campaigns.",
"resonance": "Deep consumer research translated into structured creative hypotheses and UGC ads; strong short-form/UGC creative instincts demonstrated at Shotsy and Neighbors Bank.",
"reaction": "Optimizes toward CPA/efficiency and retention metrics with disciplined budget allocation and reporting; payback/LTV:CAC framing plausible but not explicitly day-1/day-7."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social specialist",
"evidence": "\"leads paid social strategy across Meta and TikTok\""
},
{
"reason": "Consumer subscription app experience with strong quantified results",
"evidence": "Shotsy, a GLP-1 tracking app; \"5x scaled ad spend while reducing CPA from $33 to $19–$21\""
},
{
"reason": "Self-directed build-from-scratch operator working with founders",
"evidence": "\"built the acquisition engine from the ground up\" (Zoe); \"audit and rebuild their paid social acquisition\" (Jingle Pay)"
},
{
"reason": "Rapid UGC/short-form video creative iteration",
"evidence": "\"proven UGC production system\"; \"creative iteration based on retention metrics\""
}
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"score": 82,
"passes_all_hard": true,
"summary": "Chris Ahn is a hands-on paid social / user acquisition specialist with strong, recent, repeated experience running Meta and TikTok performance campaigns for consumer apps — including building TikTok from scratch to profitability in 30 days at Avita and driving app-store traffic for the Tea dating app. He demonstrates full end-to-end single-channel ownership (strategy through creative testing, reporting, optimization), rapid creative iteration with UGC, and build-from-scratch operator instincts working directly with founders. He fits the paid social + app install + specialist requirements well. The main gaps are no explicit AppsFlyer or Amplitude mention, and no direct parenting/family audience experience, though he does target Parents/Children and consumer subscription audiences.",
"synthesis_quote": "Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "Owned end-to-end paid social strategy and execution... Built TikTok from scratch, from attribution to campaign launch... driving traffic directly to the app store (Apple + Google Play)",
"rationale": "Satisfies nearly all hard requirements: deep hands-on Meta+TikTok, app install/app-store campaigns, full single-channel ownership, rapid creative iteration, build-from-scratch operator, and within-range rate ($100/hr). The one soft gap is AppsFlyer is not explicitly named, but he demonstrates attribution setup ('from attribution to campaign launch') and funnel/conversion measurement, so it is plausible he can operate AppsFlyer. Not enough to hard-fail, but keeps this below top marks."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "Owned end-to-end paid social strategy and execution... Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA... Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing",
"rationale": "Deep, specific paid social expertise across Meta and TikTok with repeated media + creative strategy ownership across multiple recent engagements (Avita, Franki, Pie, Tea, Siddas). Strong core-function match."
},
"industry_audience_relevance": {
"score": 75,
"weight": 12,
"evidence": "Industries: Apps, Media, Software & Tech; target_buyer: Parents / Children, Consumers (B2C); Tea - teaforwomen.com... driving traffic directly to the app store; Pie... consumer tech app",
"rationale": "Strong consumer app / subscription relevance and lists Parents/Children as a target buyer, but no direct parenting/family app work history. Comparable consumer-app stage and B2C motion are clearly present."
},
"hands_on_execution": {
"score": 90,
"weight": 15,
"evidence": "Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one... Built TikTok from scratch, from attribution to campaign launch... daily optimization",
"rationale": "Clearly a personal operator who builds, launches, tests, and optimizes campaigns himself in zero-to-one contexts. Exactly the hands-on profile the role needs."
},
"strategy_and_judgment": {
"score": 82,
"weight": 10,
"evidence": "Developed channel strategy... Audited Google Search, uncovering optimization opportunities... Optimized campaigns toward booked appointments, not just leads, to maximize business impact",
"rationale": "Demonstrates diagnosis, prioritization toward business outcomes over vanity metrics, and test-and-learn framing (champion vs. challenger). Good judgment translating goals into plans."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, Tiktok, Snapchat, Pinterest, Google Analytics, Looker, Tableau, A/B testing tools; ASO (App store optimization)",
"rationale": "Strong fit on Meta/TikTok ad platforms and analytics tools, plus ASO for App Store ads. However AppsFlyer and Amplitude — the role's named attribution/analytics stack — are not listed, capping this dimension."
},
"measurement_optimization": {
"score": 85,
"weight": 6,
"evidence": "Leveraged conversion data and funnel analysis to optimize campaigns toward lower cost per booked appointment... maximize revenue and customer LTV... reaching profitability within the first 30 days",
"rationale": "Consistent KPI ownership (ROAS, CPA, CAC, LTV) and rapid payback focus align well with the day-1/day-7 payback and LTV:CAC success signals."
},
"availability_budget_fit": {
"score": 85,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: active; has_availability: true; location: Allen, Texas, US",
"rationale": "Active and available, US-based (good timezone overlap), and $100/hr fits comfortably within a $7,000-$8,000 monthly retainer. ASAP start is feasible."
}
},
"final_score_rationale": "Biggest positive drivers: repeated, recent, hands-on Meta+TikTok paid social ownership for consumer apps (Avita, Tea, Pie, Franki, Siddas), explicit app-store install traffic experience, zero-to-one/build-from-scratch execution, rapid creative + UGC testing, and payback/ROAS/LTV optimization — hitting nearly every hard requirement directly. Penalties: AppsFlyer attribution and Amplitude are not explicitly named in the profile (req-004/req-016), and there is no direct parenting/family app experience (req-014), so industry and tool-fit dimensions are held down. He passes all hard requirements because the AppsFlyer gap is a tool-naming gap rather than a demonstrated inability — he clearly handles attribution setup and early payback measurement — but this uncertainty keeps hard_requirements_fit and tool_platform_fit below top scores.",
"evidence_snippets": [
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days.",
"Owned end-to-end paid social strategy and execution focused on driving booked appointments.",
"driving traffic directly to the app store (Apple + Google Play), and driving a low customer acquisition cost",
"Creative iteration and UGC testing to improve CTR and engagement while reducing acquisition costs.",
"Built awareness, prospecting, and retargeting campaigns from scratch, achieving positive ROAS from day one.",
"Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA.",
"Owned end-to-end paid social strategy and execution... Built TikTok from scratch, from attribution to campaign launch... driving traffic directly to the app store (Apple + Google Play)",
"Owned end-to-end paid social strategy and execution... Optimized campaigns using creative, audience, bidding, and funnel testing to improve CPA... Full-funnel campaign management: building, launching, and optimizing multi-channel campaigns with continuous A/B testing"
],
"three_rs": {
"reject": "Do not reject; strong role-aligned specialist.",
"reason": "Deep hands-on Meta+TikTok paid social for consumer apps, app-store install experience, zero-to-one operator, and payback/LTV:CAC focus map directly to the brief.",
"risk": "AppsFlyer/Amplitude not explicitly named and no direct parenting/family app history; confirm AppsFlyer fluency and comfort with US-parents audience in screening."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta + TikTok paid social with media and creative strategy ownership",
"evidence": "Owned end-to-end paid social strategy and execution... continuous A/B testing of ad formats, messaging, and placements"
},
{
"reason": "Mobile app install / app-store campaign experience for consumer apps",
"evidence": "driving traffic directly to the app store (Apple + Google Play)... Built TikTok from scratch, from attribution to campaign launch"
},
{
"reason": "Self-directed, build-from-scratch operator working directly with founders",
"evidence": "This is a zero-to-one effort — they need someone who can build performance infrastructure from scratch... reaching profitability within the first 30 days"
},
{
"reason": "Rapid UGC/short-form creative iteration and payback optimization",
"evidence": "Creative iteration and UGC testing to improve CTR... maximize revenue and customer LTV"
}
],
"hard_fail_reasons": []
},
{
"candidate_id": "peter_opakunle_at_gmail_com",
"email": "peter.opakunle@gmail.com",
"name": "Pete Opakunle",
"schema_version": "CandidateEvaluationV1",
"score": 79,
"passes_all_hard": true,
"summary": "Pete is a senior paid social specialist with deep, hands-on Meta and TikTok execution across a wide range of accounts, including mobile app install campaigns (Meta App Campaigns, Prime Video CPI, Validated app installs, Opus Clip trial funnels). He explicitly runs creative testing systems and full-funnel free-trial conversion optimization, which maps well to Peggy's launch-focused, single-channel, iterate-fast brief. Gaps: no explicit AppsFlyer/Amplitude mention (attribution described generically via CAPI/GA), and no parenting/family or clearly US-consumer-subscription-to-parents audience evidence. Rate ($60/hr) is well within budget. Overall a strong, relevant operator for this role.",
"synthesis_quote": "I'm a senior paid social strategist focused on building systems that perform, scale, and hold up over time... diagnosing what's broken, rebuilding with intent, and staying accountable through execution.",
"final_score_rationale": "Biggest positive drivers: genuinely deep, hands-on paid social expertise across Meta and TikTok (TikTok Spark Ads, Meta App Campaigns), documented mobile app install experience (Prime Video CPI 25-30% below forecast, Validated app install consolidation, Opus Clip trial funnels), rapid creative-testing cadences with concrete lift metrics, and full-stack single-channel ownership (audit-rebuild-scale pattern repeated across many engagements). He clearly executes personally, fitting the operator requirement. Penalties: no explicit AppsFlyer attribution fluency (a HARD requirement) — attribution evidence is CAPI/GA/internal benchmarking, so this is inferred rather than proven, capping hard_requirements_fit and tool_platform_fit; no Amplitude; no parenting/family or US-parents-of-kids audience evidence, weakening industry/audience relevance. He does have consumer-subscription free-trial payback experience (Opus Clip free-to-paid conversion) which partially supports the LTV:CAC success metric. Net: strong operator, minor unproven-tool risk.",
"evidence_snippets": [
"primary_specialty: Paid Social ... seniority: Director",
"Meta App Campaigns - PMAX Campaigns ... TikTok Spark Ads - Tiktok",
"Drove CPI 25–30% below forecast for Prime Video app acquisition campaigns.",
"Consolidated 30+ ad sets into high-liquidity funnels across app install campaigns, cut learning-phase time 45%",
"Launched full-funnel trial system across 9 markets, drove 22% lift in free-to-paid conversion within 60 days.",
"Established A/B creative testing cadence, identified top performers and lifted CTR 52% in 30 days",
"I'm a senior paid social strategist focused on building systems that perform, scale, and hold up over time... diagnosing what's broken, rebuilding with intent, and staying accountable through execution.",
"TikTok Spark Ads - Meta App Campaigns; Drove CPI 25-30% below forecast for Prime Video app acquisition campaigns"
],
"three_rs": {
"reach": "Deep reach across Meta (Instagram/Facebook) and TikTok Spark Ads, plus Snapchat, Pinterest; runs global multi-market app install and acquisition campaigns.",
"resonance": "Strong creative-testing instincts — hooks/formats/messaging angles, UGC + dynamic assets, motion-first creative — with repeated CTR lifts (52-67%).",
"results": "Concrete performance outcomes: CPI 25-30% below forecast, 5-6x ROAS, CPA cuts of 25-48%, free-to-paid conversion +22%; but early payback (D1/D7) via AppsFlyer not explicitly demonstrated."
},
"match_reasons": [
{
"reason": "Senior specialist-level, hands-on paid social across Meta and TikTok",
"evidence": "primary_specialty: Paid Social ... TikTok Spark Ads - Tiktok - Meta App Campaigns"
},
{
"reason": "Direct mobile app install campaign experience for consumer apps",
"evidence": "Drove CPI 25–30% below forecast for Prime Video app acquisition campaigns; Consolidated 30+ ad sets across app install campaigns"
},
{
"reason": "Rapid creative iteration under launch timelines with measurable lift",
"evidence": "Established creative production rhythm, enabled 5x faster asset testing; lifted CTR 52% in 30 days"
},
{
"reason": "Full end-to-end single-channel ownership (audit → rebuild → scale)",
"evidence": "Most engagements start with an audit ... followed by a rebuild designed to stabilize performance before scaling"
}
],
"hard_fail_reasons": [],
"weighted_scores": {
"hard_requirements_fit": {
"score": 78,
"weight": 25,
"evidence": "TikTok Spark Ads - Meta App Campaigns; Drove CPI 25-30% below forecast for Prime Video app acquisition campaigns",
"rationale": "Satisfies paid social (Meta+TikTok), app install, single-channel ownership, self-directed operator, and rapid creative iteration hard requirements with strong evidence. AppsFlyer attribution fluency (a HARD requirement) is not explicitly stated — attribution shown via CAPI/GA/internal benchmarking — so this is inferred rather than proven, holding the score below the top band. Not treated as a hard fail given clear attribution/measurement competence, but flagged as risk."
},
"functional_expertise": {
"score": 90,
"weight": 20,
"evidence": "9-figure media budgets ... strict CAC, ROAS; structured A/B testing systems across media and creative; TikTok/Snapchat/Pinterest launch frameworks",
"rationale": "Exceptional depth and specificity in paid social media and creative strategy across many accounts and platforms; clearly the core function of this role."
},
"industry_audience_relevance": {
"score": 55,
"weight": 12,
"evidence": "consumer subscription free-trial (Opus Clip free-to-paid conversion); industries include Apps, Ecommerce; brands Pampers, Tide",
"rationale": "Has consumer app + subscription free-trial experience and touched family-adjacent CPG brands (Pampers/Tide), but no direct US-parents-of-kids-5-15 or parenting/family app audience evidence."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "Audited fragmented Meta accounts ... rebuilt into scalable CBO structure; Implemented Meta Conversions API; Used AI and editing tools to repurpose creatives",
"rationale": "Strong repeated evidence of personally auditing, rebuilding, testing, and optimizing accounts. Some senior roles involve managing teams of buyers, but IC execution is well documented."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "diagnosing what's broken, rebuilding with intent; Developed data-driven growth roadmap and consolidation plan; shift mindset from micro-targeting to machine-learning",
"rationale": "Clear diagnostic, prioritization, and testing judgment; consistent audit-then-rebuild-then-scale framework fits find-the-winner mindset."
},
"tool_platform_fit": {
"score": 65,
"weight": 8,
"evidence": "Meta App Campaigns - PMAX - TikTok Spark Ads - Optimizely - AdEspresso - Google Analytics; Implemented Meta Conversions API",
"rationale": "Strong platform/tool fit on the ad and testing side, but the role's named attribution stack (AppsFlyer) and analytics (Amplitude) are not mentioned, lowering exact fit."
},
"measurement_optimization": {
"score": 82,
"weight": 6,
"evidence": "Drove CPI 25-30% below forecast; reduced cost per signup $3.00 → $1.78; 22% lift in free-to-paid conversion; internal benchmarking and surrogate performance metrics",
"rationale": "Strong KPI ownership, funnel diagnosis, and iterative optimization including free-trial conversion, though early D1/D7 payback windows via AppsFlyer not explicitly shown."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr; status: active; has_availability: true; location Los Angeles, US",
"rationale": "Active and available, US-based (good timezone overlap with founder), and rate is comfortably within the $7-8k/month retainer range."
}
}
}
],
"near_misses": [
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "alexcpak1_at_gmail_com",
"email": "alexcpak1@gmail.com",
"name": "Alex Pak",
"score": 83,
"passes_all_hard": true,
"summary": "Alex is a senior performance/growth marketer with 9+ years scaling paid acquisition from zero, with deep hands-on Meta and TikTok experience across consumer app brands (Rocket Money, Carbon Health, Glu/EA, K Health). He has managed 7-8 figure budgets, built paid programs from scratch, run mobile app install campaigns, and cites SKAN/MMM/attribution as core competencies plus ASO and creative iteration. He is a strong fit for this single-channel, build-from-scratch paid social operator role. Gaps: no explicit AppsFlyer mention (references SKAN/MMM/last-click and mentions attribution broadly), no App Store ads specifics, and much recent depth is Meta-weighted rather than TikTok-weighted, though TikTok appears repeatedly in his channel mix.",
"synthesis_quote": "I have scaled many paid acquisition programs from 0... across Paid Social, Paid Search, and more. My expertise spans multiple digital channels including Meta, Snap, Google, DSPs, Paid Search, and TikTok, with a focus on testing, creative optimization, and data driven strategy.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 80,
"weight": 25,
"evidence": "Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google)... Built Paid Marketing program from scratch; Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter; ASO (App store optimization) skill listed.",
"rationale": "Satisfies most hard reqs: deep hands-on Meta+TikTok paid social, mobile app install experience, single-channel/build-from-scratch ownership, rapid creative iteration, and rate within budget ($100/hr). The one soft spot is AppsFlyer: he cites SKAN/MMM/last-click attribution fluency but AppsFlyer is not named explicitly. Given strong adjacent MMP/attribution depth in the mobile-app UA space, this is treated as a plausible pass rather than a hard fail, so not scored 90+."
},
"functional_expertise": {
"score": 88,
"weight": 20,
"evidence": "Rebuilt creative experimentation framework... ~4x win rate via hypothesis-driven design; Doubled Paid Social acquisition on Snap, Reddit, DSPs, and SDK Ad Networks; Lead creative strategy across various digital acquisition verticals.",
"rationale": "Deep, specific paid social/performance expertise with concrete win-rate and CPA/ROAS outcomes, creative testing systems, and channel scaling. Strongly on-function."
},
"industry_audience_relevance": {
"score": 82,
"weight": 12,
"evidence": "Consumer subscription app experience (Rocket Money); Pathright/FlipGive: apps for teams... Managers and parents save time; target_buyer includes Parents / Children; industries include Apps.",
"rationale": "Strong consumer subscription app and B2C fit; FlipGive touches parents/family-of-team logistics. Not a pure parenting app but very relevant audience and business model."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "Oversaw strategy and execution, including end-to-end management on Google Ads, Meta...; Built Paid Marketing program from scratch, rigorously testing audiences, events, channels, & creatives.",
"rationale": "Clearly an operator who executes end-to-end, though some senior roles include team mentoring/agency management; recent Homeaglow and prior roles show direct hands-on media buying and creative testing."
},
"strategy_and_judgment": {
"score": 85,
"weight": 10,
"evidence": "optimizing for long-term LTV and durable unit economics over short-term ROAS; Introduced structured DMA allocation and exclusion testing to isolate incremental lift.",
"rationale": "Demonstrates strong diagnostic judgment, prioritization, and translating business goals (LTV, unit economics) into testing plans and channel decisions."
},
"tool_platform_fit": {
"score": 72,
"weight": 8,
"evidence": "Tools: Facebook, Instagram, A/B testing tools (Optimizely, VWO), Canva; Attribution models (SKAN, Last Click, MMM); ASO listed.",
"rationale": "Strong on Meta and A/B tooling; TikTok appears in narrative. However AppsFlyer and Amplitude are not explicitly listed, and TikTok is not in the tools field — a partial platform-fit gap for the exact stack."
},
"measurement_optimization": {
"score": 88,
"weight": 6,
"evidence": "improving new patient CPA 35% QoQ; 20% decrease in new patient CAC; Meticulously analyze the conversion event and cost funnel... data-driven decisions; SKAN/MMM/Last Click bread and butter.",
"rationale": "Excellent measurement/optimization track record with concrete CPA/CAC/ROAS improvements and funnel/attribution rigor directly relevant to day-1/day-7 payback goals."
},
"availability_budget_fit": {
"score": 78,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status: onboarded; has_availability: true; location: San Francisco, California, US.",
"rationale": "Onboarded and available; $100/hr aligns with the ~$7.5k/month retainer at typical part-time hours and US timezone works well for a founder-facing role. Availability start (ASAP) not explicitly confirmed."
}
},
"final_score_rationale": "Biggest positive drivers: deep, quantified paid social and performance UA expertise (Rocket Money, Carbon Health), building programs from scratch, 7-figure Meta/TikTok/multi-channel budgets, rigorous creative testing (4x win rate), and strong measurement/attribution fluency (SKAN/MMM) directly relevant to day-1/day-7 payback. Consumer subscription app and parents-adjacent audience fit are solid. Penalties: AppsFlyer and Amplitude are not explicitly named (adjacent MMP/attribution depth makes this a plausible not exceptional pass), App Store ads experience is not documented, and TikTok is present in narrative but under-emphasized relative to Meta. These stack/channel-specificity gaps keep the score strong but below exceptional.",
"evidence_snippets": [
"Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google) across mobile/desktop, achieving positive ROAS",
"Built Paid Marketing program from scratch for the Rocket Visa Signature Card, rigorously testing audiences, events, channels, & creatives",
"Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter topics of discussion",
"Rebuilt creative experimentation framework, increasing structured testing cadence and achieving ~4x win rate",
"His Paid Social strategies effectively increased app downloads and engagement... leading to a 20% decrease in new patient CAC",
"ASO (App store optimization)",
"I have scaled many paid acquisition programs from 0... across Paid Social, Paid Search, and more. My expertise spans multiple digital channels including Meta, Snap, Google, DSPs, Paid Search, and TikTok, with a focus on testing, creative optimization, and data driven strategy.",
"Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok, Twitter, Google)... Built Paid Marketing program from scratch; Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter; ASO (App store optimization) skill listed."
],
"three_rs": {
"reach": "Extensive paid social reach: Meta (Instagram/Facebook), TikTok, Snap, Reddit, DSPs, SDK ad networks driving app installs across multiple consumer brands.",
"resonance": "Strong creative strategy and iteration instincts with hypothesis-driven testing (4x win rate), creative analysis, and UGC/short-form expansion (YouTube Shorts 60% win rate).",
"results": "Concrete efficiency outcomes: CPA down 35% QoQ, CAC down 20%, doubled paid social acquisition, LP CVR up >12% MoM, positive ROAS at 7-figure scale."
},
"match_reasons": [
"Deep hands-on Meta + TikTok paid social at scale: 'Managed 7-figure monthly ad spend (Meta, Snap, Reddit, TikTok...)'",
"Mobile app install / consumer subscription UA experience: Rocket Money and Carbon Health app download growth plus ASO skill",
"Build-from-scratch single-channel operator: 'Built Paid Marketing program from scratch... rigorously testing audiences, events, channels, & creatives'",
"Payback/LTV:CAC and attribution focus: 'optimizing for long-term LTV and durable unit economics' and 'SKAN, Last Click, MMM... my bread and butter'"
],
"hard_fail_reasons": []
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"score": 59,
"passes_all_hard": false,
"summary": "Roxane is a strong hands-on paid social/growth marketer with deep, recent experience managing large-scale Meta, TikTok, and Google paid media (up to ~$1M/month at Larroudé, sustaining 5x ROAS) and demonstrated creative testing discipline. She clearly satisfies the core paid social channel ownership, hands-on execution, and creative iteration requirements. However, her track record is heavily concentrated in DTC ecommerce (apparel, footwear, beauty, dermatology), not consumer subscription mobile apps. The profile shows no explicit evidence of mobile app install campaigns or AppsFlyer attribution fluency — two HARD requirements for this app-launch role — so she cannot pass all hard requirements as documented. Her $60/hr rate fits the budget comfortably.",
"synthesis_quote": "Scaling $1M/month in paid media with disciplined testing, driving efficient growth while sustaining 5x ROAS.",
"final_score_rationale": "The biggest positive drivers are her genuine, recent, hands-on paid social depth across Meta and TikTok (req-001, req-002) and strong creative-testing/execution evidence at scale (req-005, req-006), plus channel-prioritization judgment implied by ROAS-disciplined budget scaling. The biggest penalties are two unmet HARD requirements: no explicit mobile app install campaign experience (req-003) and no evidence of AppsFlyer attribution fluency (req-004) — her measurement stack is ROAS/ecommerce oriented (Google Analytics, pixel setup). Industry relevance is also weak: her portfolio is DTC ecommerce/beauty/derma, not consumer subscription parenting apps with day-1/day-7 free-trial payback windows (req-012, req-013, req-014). These gaps prevent passes_all_hard=true and cap the overall score despite strong functional paid-social craft.",
"evidence_snippets": [
"Scaling $1M/month in paid media with disciplined testing, driving efficient growth while sustaining 5x ROAS.",
"managing nearly $1M/month in paid media across Meta, TikTok, and Google... partnered with the CEO and in-house studio to scale high-performing ads",
"led paid social, paid search, influencer marketing, and TikTok GMV ads for LolaVie",
"Managed paid media for EasyDerm... restructuring targeting, creative, and tracking to keep regulated medical accounts approved and scaling",
"tools: Facebook, Instagram, Tiktok, Snapchat... Google Analytics... AdEspresso",
"industries: Apps, Ecommerce... Marketplaces, Media, Software & Tech",
"Strong on Meta/TikTok paid social ownership and creative iteration, but no evidence of app install campaigns or AppsFlyer attribution.",
"managing nearly $1M/month in paid media across Meta, TikTok, and Google... strengthened creative testing, improved budget efficiency"
],
"three_rs": {
"role_fit": "Strong fit as a hands-on paid social operator across Meta and TikTok, but a partial fit for this specific mobile-app-install, subscription-app launch role.",
"readiness": "Active with availability and a $60/hr rate well within budget; could start ASAP.",
"risk": "Two HARD gaps: no explicit app install campaign experience and no AppsFlyer fluency; industry lane is DTC ecommerce/beauty rather than consumer subscription parenting apps."
},
"match_reasons": [
{
"reason": "Deep, recent hands-on paid social across Meta and TikTok at scale",
"evidence": "managing nearly $1M/month in paid media across Meta, TikTok, and Google"
},
{
"reason": "Creative testing and disciplined optimization to efficiency targets",
"evidence": "strengthened creative testing, improved budget efficiency... while maintaining the brand's 5x ROAS"
},
{
"reason": "TikTok-specific paid execution",
"evidence": "led paid social... and TikTok GMV ads for LolaVie"
},
{
"reason": "Budget and availability fit",
"evidence": "preferred_hourly_pay_rate: $60/hr; status: active; has_availability: true"
}
],
"hard_fail_reasons": [
"req-003 (Mobile app install campaigns): No explicit evidence of running mobile app install campaigns for a consumer/subscription app. Paid media work described is DTC ecommerce/ROAS-driven (Larroudé footwear, LolaVie beauty, EasyDerm derma), not app installs.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer is not listed in tools and no mention of MMP/app attribution; measurement stack is Google Analytics and pixel-based ecommerce tracking.",
"req-012/req-013/req-014 (audience/industry): No evidence of consumer subscription parenting/family app experience or day-1/day-7 free-trial payback optimization; portfolio is DTC ecommerce and beauty."
],
"weighted_scores": {
"hard_requirements_fit": {
"score": 45,
"weight": 25,
"evidence": "Strong on Meta/TikTok paid social ownership and creative iteration, but no evidence of app install campaigns or AppsFlyer attribution.",
"rationale": "Satisfies paid-social channel and hands-on ownership hard reqs but fails app-install and AppsFlyer hard reqs, so this must be capped."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "managing nearly $1M/month in paid media across Meta, TikTok, and Google... strengthened creative testing, improved budget efficiency",
"rationale": "Genuine, recent, high-scale paid social craft with creative and media strategy depth."
},
"industry_audience_relevance": {
"score": 40,
"weight": 12,
"evidence": "clients in Apparel, Beauty, Health & Food; Larroudé footwear, LolaVie beauty, EasyDerm dermatology",
"rationale": "DTC ecommerce/beauty lane, not consumer subscription parenting apps; 'Apps' industry tag is generic and unsupported by work history."
},
"hands_on_execution": {
"score": 85,
"weight": 15,
"evidence": "restructuring targeting, creative, and tracking to keep regulated medical accounts approved and scaling",
"rationale": "Clearly personally executes media buying, creative testing, and optimization."
},
"strategy_and_judgment": {
"score": 75,
"weight": 10,
"evidence": "refined audience strategy, strengthened creator partnerships, and optimized cross-channel demand capture",
"rationale": "Shows prioritization and efficiency judgment, scaling while holding ROAS."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Facebook, Instagram, Tiktok, Snapchat, AdEspresso, Google Analytics, pixel setup",
"rationale": "Strong ad-platform fit but missing AppsFlyer, Amplitude, and App Store ads tooling central to this role."
},
"measurement_optimization": {
"score": 60,
"weight": 6,
"evidence": "sustaining 5x ROAS; Campaign optimization & attribution; A/B testing",
"rationale": "Solid ROAS-based optimization for ecommerce, but no app payback/LTV:CAC or MMP measurement evidence."
},
"availability_budget_fit": {
"score": 90,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $60/hr; status: active; has_availability: true",
"rationale": "Available now and rate is comfortably within the $7-8k/month band; can start ASAP."
}
}
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "pgibson_growth_at_gmail_com",
"email": "pgibson.growth@gmail.com",
"name": "Pat Gibson",
"score": 59,
"passes_all_hard": false,
"summary": "Pat Gibson is a strong paid social / growth operator with $200M+ in managed spend across Meta, Google, TikTok, and Reddit, deep hands-on creative testing chops, and consumer/DTC app experience (Rapchat co-founder/CMO grown to 15M+ users). Meta and TikTok expertise, rapid video/creative iteration, and self-directed founder-facing work are well supported. However, two HARD requirements are not evidenced: explicit mobile app INSTALL campaign experience is only implied (app work exists but install-campaign specifics for a subscription app are thin) and, critically, there is no evidence of AppsFlyer attribution fluency — the tools list shows Google Analytics, GA, and A/B testing tools but no MMP. Budget also misaligns: $100/hr preferred rate likely exceeds the $7-8K/month retainer band unless hours are capped.",
"synthesis_quote": "Growth Marketer with over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit. Former Co-Founder and CMO of Rapchat, grew to 15M+ users.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 58,
"weight": 25,
"evidence": "$200M+ spend across Meta, Google, TikTok, Reddit; but no AppsFlyer mention (tools list only GA/Optimizely/VWO); app install campaign experience implied, not stated.",
"rationale": "Strong on paid social + single-channel ownership + creative iteration, but AppsFlyer fluency (req-004, HARD) is absent and app-install-campaign specifics (req-003, HARD) are only inferred. Two HARD gaps drive this low."
},
"functional_expertise": {
"score": 85,
"weight": 20,
"evidence": "$200M+ managed spend; 'Built and launched Luma AI's first structured Meta creative testing framework'; 'beat CAC targets by 2x, and drove 4+ ROAS'.",
"rationale": "Deep, specific paid social and creative-strategy expertise across Meta and TikTok with concrete performance outcomes."
},
"industry_audience_relevance": {
"score": 68,
"weight": 12,
"evidence": "Rapchat 15M+ users app; Maple DTC telehealth; Coach Kel consumer membership; 'stealth guidance app for Gen Z'. No US parents 5-15 audience.",
"rationale": "Strong consumer/DTC and app experience, but no parenting/family audience and no direct kids-5-15 targeting evidence."
},
"hands_on_execution": {
"score": 84,
"weight": 15,
"evidence": "'Built and launched...creative testing framework'; 'Helped prioritize and structure 40+ weekly static ad variations'; 'Launched Meta campaigns'.",
"rationale": "Clearly hands-on operator building and shipping campaigns and creative, though some recent roles are fractional/CMO-level."
},
"strategy_and_judgment": {
"score": 82,
"weight": 10,
"evidence": "'creative angle development, KPI setup, and early acquisition strategy'; 'emotional-first creative testing framework'; channel testing across Meta/TikTok/Reddit.",
"rationale": "Demonstrates diagnosis, testing frameworks, and find-the-winner channel/creative judgment relevant to the brief."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools: A/B testing (Optimizely, VWO), AdRoll, Canva, CRMs, Google Analytics. No AppsFlyer, no Amplitude, no App Store ads listed.",
"rationale": "Core ad platforms present via work history, but the role's explicit attribution stack (AppsFlyer, Amplitude) is missing."
},
"measurement_optimization": {
"score": 78,
"weight": 6,
"evidence": "'reduced CPL by 40%+'; 'beat CAC targets by 2x, 4+ ROAS'; '30–60 day launch learnings'; 'improve CPA and scale efficiently'.",
"rationale": "Strong CAC/ROAS/CPA optimization track record, though no explicit day-1/day-7 payback or MMP-based attribution."
},
"availability_budget_fit": {
"score": 55,
"weight": 4,
"evidence": "preferred_hourly_pay_rate: $100/hr; status onboarded, has_availability true; located Columbus, Ohio (US timezone).",
"rationale": "Available and US-based (good timezone fit), but $100/hr caps at ~70-80 hrs to stay within the $7-8K retainer; potential budget tension."
}
},
"final_score_rationale": "Biggest positives: exceptional paid social functional depth ($200M+ managed across Meta/TikTok), concrete hands-on creative testing frameworks, consumer/DTC app background (Rapchat 15M+ users), and self-directed founder-facing work — all directly relevant. Biggest penalties: two HARD requirements are unmet — no evidence of AppsFlyer attribution fluency (req-004) and no explicit mobile app install campaign experience for a subscription app (req-003, only implied). These force passes_all_hard=false and pull down hard_requirements_fit and tool_platform_fit. Missing parenting/family audience and the $100/hr rate vs. $7-8K retainer add minor drag.",
"evidence_snippets": [
"over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit",
"Former Co-Founder and CMO of Rapchat, grew to 15M+ users and raised $3.5M",
"Built and launched Luma AI's first structured Meta creative testing framework focused on rapid message validation and iteration speed",
"Launched Meta campaigns, beat CAC targets by 2x, and drove 4+ ROAS using an emotional-first creative testing framework",
"Tools: A/B testing tools (Optimizely, VWO, etc), AdRoll, Canva, CRMs, Google Analytics",
"preferred_hourly_pay_rate: $100/hr",
"Growth Marketer with over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit. Former Co-Founder and CMO of Rapchat, grew to 15M+ users.",
"$200M+ spend across Meta, Google, TikTok, Reddit; but no AppsFlyer mention (tools list only GA/Optimizely/VWO); app install campaign experience implied, not stated."
],
"three_rs": {
"recommend": "Strong paid social operator with proven Meta/TikTok creative iteration and consumer app growth; recommend with reservations pending verification of AppsFlyer/app-install experience.",
"reservations": "No AppsFlyer attribution evidence and no explicit mobile app install campaign experience for a subscription app; no parenting/family audience; $100/hr may exceed the $7-8K retainer band.",
"risks": "May lack MMP/attribution fluency needed to measure day-1/day-7 payback; app-install expertise unverified; budget/rate mismatch could reduce weekly hours below what a 6-week launch sprint needs."
},
"match_reasons": [
{
"reason": "Deep hands-on paid social across Meta and TikTok with major managed spend",
"evidence": "over $200M in paid media spend managed across top platforms including Meta, Google, TikTok, and Reddit"
},
{
"reason": "Rapid, structured video/creative iteration under launch pressure",
"evidence": "Helped prioritize and structure 40+ weekly static ad variations across multiple formats, audiences, and messaging"
},
{
"reason": "Consumer/DTC app growth and founder-level ownership",
"evidence": "Former Co-Founder and CMO of Rapchat, grew to 15M+ users"
},
{
"reason": "Payback/efficiency optimization track record",
"evidence": "beat CAC targets by 2x, and drove 4+ ROAS; reduced CPL by 40%+"
}
],
"hard_fail_reasons": [
"req-004 (AppsFlyer attribution fluency, HARD): No evidence of AppsFlyer or any mobile measurement partner; tools list only Google Analytics, Optimizely/VWO. Cannot confirm ability to measure day-1/day-7 payback via the role's attribution stack.",
"req-003 (Mobile app install campaign experience, HARD): App/consumer app work is present (Rapchat, SONGBOY installs/wishlists) but explicit mobile app INSTALL campaign experience for a consumer/subscription app is only implied, not directly evidenced."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "christopherdarabi_at_gmail_com",
"email": "christopherdarabi@gmail.com",
"name": "Christopher Darabi",
"score": 59,
"passes_all_hard": false,
"summary": "Christopher is a 14-year growth/performance marketer with strong paid media pedigree (CBS Interactive, FOX, Tinuiti, Porsche Digital) and hands-on paid social and creative-testing chops across Meta and TikTok. He has run large-budget acquisition campaigns, including mobile app acquisition at CBS and app-publisher work at Bickster. However, he presents as a broad multi-channel growth marketer/performance generalist rather than a dedicated single-channel paid social specialist, and the profile shows no evidence of AppsFlyer attribution or explicit mobile app install (MAI/AEO) campaign expertise measured on day-1/day-7 payback. Several HARD requirements are therefore unproven, so he does not pass all hard requirements.",
"synthesis_quote": "I have spent 14 years in growth marketing, analytics, landing page optimization, and product funnels. I have also managed creative strategy and testing roadmaps to communicate each brand's value props and convert users.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 48,
"weight": 25,
"evidence": "Facebook, Instagram, Tiktok in tools; 'Managed paid media across paid search and social'; 'Resctructed Meta Ads account and set up testing process'. No AppsFlyer, no explicit app install (MAI/AEO) campaigns, no day-1/day-7 payback.",
"rationale": "Meta/TikTok paid social ownership is credible, but AppsFlyer fluency (req-004) and mobile app install campaign experience (req-003) are unproven, and the profile reads generalist rather than single-channel specialist. Multiple HARD requirements fail or are unsupported."
},
"functional_expertise": {
"score": 68,
"weight": 20,
"evidence": "'Developed creative strategy across paid channels which increased CTR and reduced CPA by 40%'; 'managed creative strategy and testing roadmaps'; managed $400k/month agency spend and $24M annual CBS budget.",
"rationale": "Deep paid media and creative-testing experience, but spread across paid search, social, and cross-channel rather than concentrated, specialist-level Meta+TikTok paid social depth."
},
"industry_audience_relevance": {
"score": 62,
"weight": 12,
"evidence": "Industries include 'Apps'; 'Parents / Children' target buyer; Bickster is 'a mobile app publishing company'; Proof of Peach 'AI ... app'. Consumer subscription/DTC via Subscriptions subindustry.",
"rationale": "Some consumer app and B2C subscription relevance and 'Parents/Children' audience listed, but no direct parenting/family app or consumer subscription app growth engagement demonstrated with results."
},
"hands_on_execution": {
"score": 72,
"weight": 15,
"evidence": "'Built out performance marketing campaigns from scratch for Marqued'; 'Resctructed Meta Ads account and set up testing process to allow for scaling campaigns $3k-5k/day'; 'Optimized and scaled paid media channels with $100k/month budgets, while improving CPA by -20%'.",
"rationale": "Clear evidence of personally building, restructuring, and optimizing accounts; strong operator signal, though some recent roles (Daily Drop) involve overseeing a media buying agency rather than executing."
},
"strategy_and_judgment": {
"score": 74,
"weight": 10,
"evidence": "'Optimized the conversion funnel ... increased purchase rate by 30%'; 'managed creative strategy and testing roadmaps'; owned revenue targets for brands spending $1M-5M/month.",
"rationale": "Solid diagnosis, funnel optimization, testing roadmap and prioritization judgment across multiple accounts."
},
"tool_platform_fit": {
"score": 66,
"weight": 8,
"evidence": "Tools list Facebook, Instagram, Tiktok, Snapchat, Segment, Google Analytics, Looker, Tableau. No AppsFlyer or Amplitude listed.",
"rationale": "Strong ad-platform and analytics stack coverage including Meta and TikTok, but the two role-critical mobile tools (AppsFlyer, Amplitude) are absent."
},
"measurement_optimization": {
"score": 70,
"weight": 6,
"evidence": "'improving CPA by -20%'; 'reduced CPA by 40%'; 'increased purchase rate by 30%'; owned revenue targets; SQL, Looker, Tableau, Segment.",
"rationale": "Good CPA/CVR/revenue measurement discipline, but no evidence of mobile payback windows (day-1/day-7), LTV:CAC, or SKAN/AppsFlyer attribution."
},
"availability_budget_fit": {
"score": 70,
"weight": 4,
"evidence": "'preferred_hourly_pay_rate: $80/hr'; 'has_availability: true'; location Los Angeles, US (good timezone overlap).",
"rationale": "Active and available with a US timezone; $80/hr implies roughly the $7-8k/month range depending on hours, so budget fit is plausible."
}
},
"final_score_rationale": "Biggest positives: genuine hands-on paid media execution across Meta and TikTok, strong creative-testing and funnel-optimization results (CPA -40%, CVR +30%), and large-scale acquisition pedigree at CBS/FOX/Tinuiti. Biggest penalties driving the score down: no evidence of AppsFlyer attribution fluency (HARD req-004), no explicit mobile app install / AEO campaign experience with subscription payback (HARD req-003), and the overall profile is a multi-channel growth generalist rather than a dedicated single-channel paid social specialist (req-005/req-002/req-017). No Amplitude, no parenting/family or consumer subscription app growth proof. These unmet HARD requirements make passes_all_hard false and cap the functional and hard-requirements dimensions.",
"evidence_snippets": [
"Managed paid media across paid search and social for several key accounts.",
"Resctructed Meta Ads account and set up testing process to allow for scaling campaigns $3k-5k/day.",
"Developed creative strategy across paid channels which increased CTR and reduced CPA by 40% in Q1 of 2023.",
"Built out performance marketing campaigns from scratch for Marqued, their online marketplace for classic cars.",
"Optimized and scaled paid media channels with $100k/month budgets, while improving CPA by -20%.",
"I have also managed creative strategy and testing roadmaps to communicate each brand's value props and convert users.",
"I have spent 14 years in growth marketing, analytics, landing page optimization, and product funnels. I have also managed creative strategy and testing roadmaps to communicate each brand's value props and convert users.",
"Facebook, Instagram, Tiktok in tools; 'Managed paid media across paid search and social'; 'Resctructed Meta Ads account and set up testing process'. No AppsFlyer, no explicit app install (MAI/AEO) campaigns, no day-1/day-7 payback."
],
"three_rs": {
"reject": "No AppsFlyer attribution fluency and no explicit mobile app install (MAI/AEO) campaign experience for a consumer subscription app measured on day-1/day-7 payback.",
"risk": "Profile reads as a broad multi-channel growth/performance generalist rather than a dedicated single-channel paid social specialist; recent Daily Drop role oversees a media-buying agency rather than executing directly.",
"reason_to_believe": "14 years hands-on paid media with Meta and TikTok, strong creative-testing and funnel-optimization results, and large-scale acquisition experience including CBS mobile app campaigns and Bickster app-publisher work."
},
"match_reasons": [
{
"reason": "Hands-on Meta/TikTok paid social with creative testing",
"evidence": "Resctructed Meta Ads account and set up testing process to allow for scaling campaigns $3k-5k/day."
},
{
"reason": "Creative strategy and optimization results",
"evidence": "Developed creative strategy across paid channels which increased CTR and reduced CPA by 40%."
},
{
"reason": "Build-from-scratch operator experience",
"evidence": "Built out performance marketing campaigns from scratch for Marqued."
}
],
"hard_fail_reasons": [
"req-004 AppsFlyer attribution fluency: no mention of AppsFlyer or any MMP anywhere in the profile; cannot confirm ability to measure day-1/day-7 payback.",
"req-003 Mobile app install campaign experience: no explicit app install / AEO campaign work for a consumer/subscription app is demonstrated (Bickster and Proof of Peach app-adjacent roles lack described app-install execution or results).",
"req-005/req-017 Full end-to-end single-channel specialist: profile is a multi-channel growth/paid search + paid social generalist rather than a focused single-channel paid social specialist doing the work directly."
]
},
{
"schema_version": "CandidateEvaluationV1",
"candidate_id": "jakemadoff210_at_gmail_com",
"email": "jakemadoff210@gmail.com",
"name": "Jake Madoff",
"score": 59,
"passes_all_hard": false,
"summary": "Jake is a strong full-stack growth/paid media marketer with heavy Meta and Google Ads experience across DTC ecommerce and lead-gen, plus a listed Paid Social Media Marketer engagement (Juke Audio). However, his experience skews toward lead-gen and ecommerce ROAS optimization rather than mobile app install campaigns for a consumer subscription app. There is no evidence of AppsFlyer attribution fluency, no clear TikTok paid execution, and no mobile app install / day-1/day-7 free-trial payback work. Because multiple HARD requirements (app install campaigns, AppsFlyer, and deep TikTok paid social) are unmet or unproven, he does not pass all hard requirements.",
"synthesis_quote": "I'm a full-stack growth marketing expert... I specialize in paid social, paid search, OTT, Amazon Ads, and CRO.",
"weighted_scores": {
"hard_requirements_fit": {
"score": 40,
"weight": 25,
"evidence": "Paid Social Media Marketer at Juke Audio; managed $200K/month across Meta and Google Ads; ASO listed as a skill; TikTok listed as a tool but no described TikTok campaign work; no AppsFlyer; no app install campaigns.",
"rationale": "Meta paid social ownership is well proven, but app install campaigns, AppsFlyer attribution, and hands-on TikTok paid execution are all unmet/unproven. Several HARD requirements fail."
},
"functional_expertise": {
"score": 72,
"weight": 20,
"evidence": "Managed $200K/month across Meta; built full-funnel Meta campaigns; video-based creative strategies delivered ROAS of 3.4; creative testing and full-funnel segmentation.",
"rationale": "Deep, hands-on paid social/paid media expertise on Meta is clear, but focus is ecommerce/lead-gen ROAS rather than subscription app install acquisition and TikTok."
},
"industry_audience_relevance": {
"score": 45,
"weight": 12,
"evidence": "Industries include Apps and Subscriptions subindustry; target buyer includes 'Parents / Children'; Petit Seal playsets across Europe and US; but no parenting/family app or app install work.",
"rationale": "Some tangential consumer/DTC and parenting-audience exposure, but no consumer subscription mobile app growth or parenting app experience. Mostly ecommerce/lead-gen and B2B."
},
"hands_on_execution": {
"score": 75,
"weight": 15,
"evidence": "He managed $200K/month across Meta and Google Ads; reduced CPL by 28%; restructured search, PMax and shopping ads; conducted a funnel audit.",
"rationale": "Clearly a hands-on operator who builds, tests, and optimizes campaigns directly. Strong on execution generally, though not in the specific app-install/creative-iteration context."
},
"strategy_and_judgment": {
"score": 68,
"weight": 10,
"evidence": "Full-funnel segmentation, creative testing, and high-intent keyword strategy; funnel audit that enhanced the purchase conversion rate; multi-channel approach.",
"rationale": "Shows solid diagnosis, funnel thinking, and prioritization judgment across channels, but not demonstrated in a find-the-one-winning-channel launch context."
},
"tool_platform_fit": {
"score": 55,
"weight": 8,
"evidence": "Tools include Facebook, Instagram, Tiktok, AdEspresso, AdRoll, Google Analytics, GTM, Looker, Heap; no AppsFlyer, no Amplitude.",
"rationale": "Covers Meta/TikTok surfaces and general analytics, but lacks the specific mobile attribution stack (AppsFlyer) and product analytics (Amplitude) the role requires."
},
"measurement_optimization": {
"score": 65,
"weight": 6,
"evidence": "Targeted 3.5+ ROAS; reduced CPL by 28% and grew qualified leads by 45%; boosted CTR by 40% and CVR by 30%.",
"rationale": "Strong ROAS/CPL/lead measurement track record, but no evidence of day-1/day-7 payback or LTV:CAC on mobile subscription attribution windows."
},
"availability_budget_fit": {
"score": 85,
"weight": 4,
"evidence": "status: active; has_availability: true; preferred_hourly_pay_rate: $70/hr; location New York, US.",
"rationale": "Active and available, US-based, and $70/hr is comfortably within the $7,000-$8,000/month retainer band. Good availability/timezone fit."
}
},
"final_score_rationale": "The biggest positive drivers are deep hands-on Meta paid media execution at meaningful scale ($200K/month) and a genuine Paid Social Media Marketer engagement, plus strong availability and budget fit. The biggest penalties are the unmet HARD requirements: no evidence of mobile app install campaigns for a consumer/subscription app, no AppsFlyer attribution fluency, and no demonstrated hands-on TikTok paid execution (only a listed tool). His strengths are largely in ecommerce ROAS and B2B/HNW lead generation, which do not transfer cleanly to a subscription app install launch optimizing day-1/day-7 payback. These gaps drag hard_requirements_fit and industry relevance down and prevent passing all hard requirements.",
"evidence_snippets": [
"I specialize in paid social, paid search, OTT, Amazon Ads, and CRO.",
"He managed $200K/month across Meta and Google Ads (PMax/Search), generating qualified leads for SMBs and enterprise buyers.",
"Paid Social Media Marketer at Juke Audio... manage and optimize their Meta (Facebook and Instagram) advertising campaigns.",
"With video-based creative strategies on Meta Ads, Jake achieved a return on ad spend (ROAS) of 3.4",
"ASO (App store optimization)",
"Tools: ...Facebook, Instagram, Tiktok... (no AppsFlyer, no Amplitude)",
"I'm a full-stack growth marketing expert... I specialize in paid social, paid search, OTT, Amazon Ads, and CRO.",
"Paid Social Media Marketer at Juke Audio; managed $200K/month across Meta and Google Ads; ASO listed as a skill; TikTok listed as a tool but no described TikTok campaign work; no AppsFlyer; no app install campaigns."
],
"three_rs": {
"reject_reason": "Fails HARD requirements: no mobile app install campaign experience, no AppsFlyer attribution fluency, and no demonstrated hands-on TikTok paid social execution.",
"risk": "Experience is concentrated in ecommerce ROAS and lead-gen; may struggle with subscription app install economics, mobile attribution (AppsFlyer/Amplitude), and TikTok-native UGC creative under a 6-week launch runway.",
"reach": "If he can demonstrate app install / mobile attribution work not captured in the profile, his strong Meta media buying and creative-testing chops could make him a fit for the Meta portion of the channel."
},
"match_reasons": [
{
"reason": "Deep hands-on Meta paid media at scale",
"evidence": "He managed $200K/month across Meta and Google Ads"
},
{
"reason": "Explicit paid social specialist engagement",
"evidence": "Paid Social Media Marketer at Juke Audio... optimize their Meta (Facebook and Instagram) advertising campaigns"
},
{
"reason": "Video creative testing on paid social",
"evidence": "video-based creative strategies on Meta Ads, Jake achieved a return on ad spend (ROAS) of 3.4"
},
{
"reason": "Available and within budget",
"evidence": "has_availability: true; preferred_hourly_pay_rate: $70/hr"
}
],
"hard_fail_reasons": [
"req-003 Mobile app install campaign experience: No evidence of running mobile app install campaigns for a consumer/subscription app; work history is ecommerce ROAS and B2B/HNW lead generation.",
"req-004 AppsFlyer attribution fluency: AppsFlyer is not listed in tools and no mobile attribution experience is described; cannot confirm ability to measure day-1/day-7 payback windows.",
"req-001 Deep hands-on paid social across Meta AND TikTok: Meta is strongly proven, but TikTok appears only as a listed tool with no described paid TikTok campaign execution, so deep hands-on TikTok expertise is unproven."
]
}
],
"finalist_rerank": {
"enabled": true,
"applied": true,
"file": "candidate-finalist-rerank.json",
"candidate_count": 12,
"error": null
},
"hard_fails": [
{
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"reasons": [
"req-003 (Mobile app install campaigns): No explicit evidence of running mobile app install campaigns for a consumer/subscription app. Paid media work described is DTC ecommerce/ROAS-driven (Larroudé footwear, LolaVie beauty, EasyDerm derma), not app installs.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer is not listed in tools and no mention of MMP/app attribution; measurement stack is Google Analytics and pixel-based ecommerce tracking.",
"req-012/req-013/req-014 (audience/industry): No evidence of consumer subscription parenting/family app experience or day-1/day-7 free-trial payback optimization; portfolio is DTC ecommerce and beauty."
]
},
{
"candidate_id": "dlorango_at_gmail_com",
"email": "dlorango@gmail.com",
"name": "David Lorango",
"reasons": [
"req-003 Mobile app install campaign experience: no evidence of running mobile app install campaigns; all paid work is ecommerce/DTC web conversion.",
"req-004 AppsFlyer attribution fluency: AppsFlyer is not listed in tools or work history; only GA4/Triple Whale-style ecommerce attribution shown.",
"req-005 Full end-to-end single-channel specialist ownership: profile is a multi-channel generalist (paid + CRO + lifecycle + retail media), contradicting the specialist single-channel mandate.",
"req-002 Paid social channel ownership for app installs: Meta/TikTok used for ecommerce direct-response, not app-store install objectives."
]
},
{
"candidate_id": "rahim_dhrolia01_at_gmail_com",
"email": "rahim.dhrolia01@gmail.com",
"name": "Rahim Dhrolia",
"reasons": [
"req-004 (AppsFlyer attribution): No evidence of AppsFlyer or any mobile attribution platform in tools or work history; tools list only web analytics (GA, GTM, Hotjar).",
"req-003 (Mobile app install campaigns): No app install campaign experience anywhere in profile; work is lead-gen and e-commerce for resorts, insurance, jewelry, property, senior living, and dental.",
"req-005/req-006 (Full end-to-end single-channel app ownership with rapid video iteration): No evidence of owning an app-acquisition channel or building/iterating video creative for an app launch; experience is multi-channel generalist lead-gen. Combined with missing app/attribution experience, the candidate does not pass all HARD requirements."
]
},
{
"candidate_id": "pgibson_growth_at_gmail_com",
"email": "pgibson.growth@gmail.com",
"name": "Pat Gibson",
"reasons": [
"req-004 (AppsFlyer attribution fluency, HARD): No evidence of AppsFlyer or any mobile measurement partner; tools list only Google Analytics, Optimizely/VWO. Cannot confirm ability to measure day-1/day-7 payback via the role's attribution stack.",
"req-003 (Mobile app install campaign experience, HARD): App/consumer app work is present (Rapchat, SONGBOY installs/wishlists) but explicit mobile app INSTALL campaign experience for a consumer/subscription app is only implied, not directly evidenced."
]
},
{
"candidate_id": "mychal_turpin_at_gmail_com",
"email": "mychal.turpin@gmail.com",
"name": "Mychal Turpin",
"reasons": [
"req-001/req-002: No evidence of TikTok advertising; paid social depth is concentrated in Pinterest and Meta for DTC web, not specialist Meta+TikTok media/creative strategy.",
"req-003: No mobile app install campaign experience anywhere in the profile — all campaigns are web/e-commerce or direct mail.",
"req-004: No AppsFlyer or any mobile measurement partner (MMP) fluency; attribution experience is web-based (Google Analytics, GTM).",
"req-006: Creative iteration shown but not for mobile app install video under a launch runway; video creative evidence is limited (custom pins).",
"req-005/req-007: Can operate a channel, but not demonstrated for the specific Meta/TikTok app-install channel this role requires ownership of."
]
},
{
"candidate_id": "christopherdarabi_at_gmail_com",
"email": "christopherdarabi@gmail.com",
"name": "Christopher Darabi",
"reasons": [
"req-004 AppsFlyer attribution fluency: no mention of AppsFlyer or any MMP anywhere in the profile; cannot confirm ability to measure day-1/day-7 payback.",
"req-003 Mobile app install campaign experience: no explicit app install / AEO campaign work for a consumer/subscription app is demonstrated (Bickster and Proof of Peach app-adjacent roles lack described app-install execution or results).",
"req-005/req-017 Full end-to-end single-channel specialist: profile is a multi-channel growth/paid search + paid social generalist rather than a focused single-channel paid social specialist doing the work directly."
]
},
{
"candidate_id": "jakemadoff210_at_gmail_com",
"email": "jakemadoff210@gmail.com",
"name": "Jake Madoff",
"reasons": [
"req-003 Mobile app install campaign experience: No evidence of running mobile app install campaigns for a consumer/subscription app; work history is ecommerce ROAS and B2B/HNW lead generation.",
"req-004 AppsFlyer attribution fluency: AppsFlyer is not listed in tools and no mobile attribution experience is described; cannot confirm ability to measure day-1/day-7 payback windows.",
"req-001 Deep hands-on paid social across Meta AND TikTok: Meta is strongly proven, but TikTok appears only as a listed tool with no described paid TikTok campaign execution, so deep hands-on TikTok expertise is unproven."
]
},
{
"candidate_id": "dillon_at_theconvertlab_com",
"email": "dillon@theconvertlab.com",
"name": "Dillon Zolnierczyk",
"reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install (MAI) campaigns for a consumer/subscription app; all documented work is lead-gen/booking funnels for local services, home builders, tutoring, and event ticketing.",
"req-004 (AppsFlyer attribution): No mention of AppsFlyer or any mobile measurement partner; attribution stack is GTM/CAPI/GA4/HubSpot/Salesforce, oriented to web/CRM lead tracking, not app install attribution or day-1/day-7 payback windows.",
"req-010/req-009 (App Store ads + free-trial payback): No App Store ads experience and no free-trial LTV:CAC / day-1/day-7 payback optimization evidence, which is the role's core success metric."
]
},
{
"candidate_id": "janky_patel_at_gmail_com",
"email": "janky.patel@gmail.com",
"name": "Janky Patel",
"reasons": [
"req-003 (Mobile app install campaign experience): No evidence anywhere in profile of running mobile app install campaigns; all work is DTC ecommerce (jewelry, beauty, hair extensions) optimizing for on-site ROAS/CPA.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer is not listed in her tools and never referenced; her measurement stack is Google Analytics, Shopify, Klaviyo — no mobile app attribution experience shown.",
"req-001/req-002 partial: Paid social on Meta/TikTok is well proven, but for a mobile-app-install context these hard skills are unvalidated since her Meta/TikTok work is ecommerce web conversion, not app installs."
]
},
{
"candidate_id": "tinashesahanga_at_gmail_com",
"email": "tinashesahanga@gmail.com",
"name": "Tinashe Sahanga",
"reasons": [
"req-003 (Mobile app install campaign experience): No evidence of running mobile app install campaigns. All work is ecommerce revenue/ROAS-driven (iHerb, Gyal Braids, Fussy, Must Have Ideas), not app installs.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile attribution platform; tools list is ecommerce/web-focused (GA, GTM, Shopify, Klaviyo).",
"req-009/measurement (day-1/day-7 free-trial payback): Optimization framed around ecommerce ROAS, not subscription free-trial payback windows or LTV:CAC for an app."
]
},
{
"candidate_id": "elizabetastamenkovic_at_gmail_com",
"email": "elizabetastamenkovic@gmail.com",
"name": "Elizabeta Stamenkovic",
"reasons": [
"req-001 Deep hands-on paid social (Meta+TikTok): No specialist-level paid social execution shown; paid social appears only as a listed skill and a sub-part of integrated growth. TikTok appears only as an organic channel, no TikTok Ads buying evidence.",
"req-003 Mobile app install campaigns: No evidence of running mobile app install campaigns for any consumer/subscription app.",
"req-004 AppsFlyer attribution fluency: AppsFlyer not present anywhere in tools or work history; no mobile attribution experience.",
"req-005 Full end-to-end single-channel paid ownership: Profile shows multi-channel generalist/organic ownership, not deep single paid-channel specialist ownership with creative iteration and optimization toward payback.",
"req-006 Rapid paid video creative iteration toward LTV:CAC: Video work is organic employee/brand content, not paid creative iteration tested toward positive LTV:CAC.",
"req-016 Amplitude: Not present in profile."
]
},
{
"candidate_id": "saviog_at_gmail_com",
"email": "saviog@gmail.com",
"name": "Nikhil Savio Gutal",
"reasons": [
"req-004 (AppsFlyer attribution fluency): No AppsFlyer mentioned anywhere in tools or work history; attribution work is MTA/MMM/GA-based for enterprise, not AppsFlyer mobile attribution for day-1/day-7 subscription payback.",
"req-003 (Mobile app install for consumer/subscription app): Only enterprise telco 'app acquisition' installs cited; no consumer subscription app install campaign evidence.",
"req-005/req-007/req-017 (hands-on single-channel operator, self-directed, senior specialist executing directly): Profile is director-level leading teams of 12+ and managing agencies/large budgets, not demonstrated as a hands-on single-channel paid-social specialist personally iterating creative.",
"req-013/req-014 (consumer subscription/DTC and parenting/family app): No such experience; work history is telco, CPG, automotive, real estate, finance."
]
},
{
"candidate_id": "brian_at_briancliette_me",
"email": "brian@briancliette.me",
"name": "Brian Cliette",
"reasons": [
"req-001: No evidence of deep hands-on paid social specialist work driving Meta+TikTok media and creative strategy; profile is SEO/CRO-centric with only generalist paid touches.",
"req-002: No demonstrated end-to-end ownership of paid social as a core channel; paid social appears as oversight or minor spend, not owned.",
"req-003: No mobile app install campaign experience for a consumer/subscription app.",
"req-004: No AppsFlyer attribution fluency; AppsFlyer not listed in tools and no day-1/day-7 payback measurement shown.",
"req-005: Profile is a generalist (SEO/content/CRO), not a specialist owning one paid channel strategy-through-execution.",
"req-006: No evidence of rapid video creative iteration for paid social; creative work described is content/AI-generated for SEO, not UGC/short-form paid video."
]
},
{
"candidate_id": "ro_at_roahmarketing_com",
"email": "ro@roahmarketing.com",
"name": "Ro Ahuja",
"reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install campaigns for any consumer/subscription app; work history is local services, health, salons, and auto CRM.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer not listed in tools and never referenced; no evidence of app attribution or D1/D7 payback measurement.",
"req-001 (Deep hands-on paid social specialist Meta+TikTok for app install): Meta creative present and some TikTok, but not at app-install specialist depth; profile skews to Google Ads/paid search generalist.",
"req-010 (App Store ads): No App Store ads experience shown.",
"req-013/req-014 (Consumer subscription / parenting-family app): No demonstrated consumer subscription app or parenting/family app marketing experience."
]
},
{
"candidate_id": "ahmed_amarouch_at_gmail_com",
"email": "ahmed.amarouch@gmail.com",
"name": "Ahmed Amarouch",
"reasons": [
"req-003 Mobile app install campaigns: No evidence of running mobile app install campaigns anywhere in the profile; experience is e-commerce/retail foot-traffic focused.",
"req-004 AppsFlyer attribution: No mention of AppsFlyer or any mobile attribution stack; no D1/D7 payback measurement.",
"req-005/req-007/req-017 Hands-on single-channel specialist ownership: Profile is dominated by team leadership (40-person team), budget oversight ($15M), and GTM strategy — a leader/strategist, not a self-executing single-channel paid-social operator.",
"req-001 Deep hands-on paid social specialist (Meta+TikTok): Paid social appears only as one part of broad multi-channel programs led at a team level, not specialist hands-on craft."
]
},
{
"candidate_id": "kendallfuhrmanmarketing_at_gmail_com",
"email": "kendallfuhrmanmarketing@gmail.com",
"name": "Kendall Fuhrman",
"reasons": [
"req-001 (Deep hands-on paid social Meta+TikTok): No evidence of paid media buying or ad account management on Meta/TikTok. All experience is organic social strategy, content creation, and influencer marketing.",
"req-003 (Mobile app install campaigns): No evidence of running app install campaigns; app work (Kakoo) was organic pre-launch social/waitlist growth, not paid UA.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile attribution platform.",
"req-005 (Full end-to-end single-channel paid ownership): Profile shows organic channel management, not paid channel strategy/reporting/optimization ownership.",
"req-006 (Rapid video creative iteration for paid): Strong organic video creation, but not paid creative testing tied to media performance; the role needs paid creative iteration against payback metrics."
]
},
{
"candidate_id": "neel_at_navigatedigitalmarketing_com",
"email": "neel@navigatedigitalmarketing.com",
"name": "Neel Natarajan",
"reasons": [
"req-003 (Mobile app install campaign experience): No evidence in the profile of running mobile app install campaigns for a consumer/subscription app; work history shows e-commerce, B2B SaaS, and general paid social but not app installs.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer is not listed among tools and appears nowhere in the narrative; no evidence of measuring day-1/day-7 mobile payback windows via mobile attribution."
]
},
{
"candidate_id": "felixhoomarketworks_at_gmail_com",
"email": "felixhoomarketworks@gmail.com",
"name": "Felix Hoo",
"reasons": [
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any MMP/mobile attribution platform anywhere in the profile.",
"req-003 (Mobile app install campaign experience): App UA is referenced generally (17 LIVE, EME Hive) but no explicit app install campaign structure, iOS/SKAN, or ASA execution is demonstrated, so app-install-specific expertise is unproven.",
"req-001/req-017 (Deep senior specialist paid social): Profile reads as a generalist performance/PPC marketer with a $28/hr rate, not a demonstrated senior specialist who 'lives and breathes' Meta and TikTok app install."
]
},
{
"candidate_id": "kevinquangchicagobooth_at_gmail_com",
"email": "kevinquangchicagobooth@gmail.com",
"name": "Kevin Quang",
"reasons": [
"req-001 (Deep hands-on Meta+TikTok paid social specialist): Only generic multi-platform mentions; no specialist-level media+creative results on Meta/TikTok.",
"req-003 (Mobile app install campaigns for consumer/subscription app): No evidence of running app install campaigns; ASO is listed but not install-campaign execution.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or mobile attribution anywhere in the profile.",
"req-006 (Rapid video creative iteration under tight timeline): No evidence of building/iterating video creative; profile emphasizes strategy, CRM, and organic/social frameworks.",
"req-005 (Full end-to-end single-channel specialist): Profile is a broad generalist across many channels/roles rather than a focused single-channel paid social specialist."
]
},
{
"candidate_id": "bcruzdigitalmarketing_at_gmail_com",
"email": "bcruzdigitalmarketing@gmail.com",
"name": "Brayden Cruz",
"reasons": [
"req-001: No evidence of TikTok paid social expertise; all paid social evidence is Meta/Facebook only.",
"req-003: No evidence of mobile app install campaigns; work is web/e-commerce (Shopify) conversion funnels.",
"req-004: No AppsFlyer attribution experience; attribution work centers on Shopify + Facebook Offline Conversions API, not mobile MMPs.",
"req-010 (important): No App Store ads experience shown.",
"req-016 (preferred): No Amplitude experience shown."
]
},
{
"candidate_id": "kyleelutz11_at_gmail_com",
"email": "kyleelutz11@gmail.com",
"name": "Kylee Lutz",
"reasons": [
"req-003 Mobile app install campaigns: no evidence anywhere in profile of app install campaigns for a consumer/subscription app.",
"req-004 AppsFlyer attribution: no mention of AppsFlyer or mobile attribution; measurement is CPL/MMM/GA-based.",
"req-001/req-005/req-017 Specialist single-channel operator: profile is a multi-channel fractional CMO overseeing $80MM+ across search, social, CTV, streaming — not a deep, hands-on single-channel paid-social specialist.",
"req-006 Rapid video creative iteration: only general creative testing referenced; no evidence of high-volume short-form/UGC video iteration for a launch."
]
},
{
"candidate_id": "leah_lockyer_at_gmail_com",
"email": "leah.lockyer@gmail.com",
"name": "Leah Lockyer",
"reasons": [
"req-003 (Mobile app install campaigns): No work-history evidence of running mobile app install campaigns for a consumer/subscription app; experience is ecommerce/DTC web and B2B lead-gen.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile attribution/MMP tooling; listed analytics are GA, GTM, TripleWhale, Shopify.",
"req-005 / req-017 (Single-channel specialist): Profile positions her as a cross-channel/omni-channel growth generalist and fractional head of marketing, not a focused single-channel paid social specialist executing deep on one channel."
]
},
{
"candidate_id": "nehadivanji_at_gmail_com",
"email": "nehadivanji@gmail.com",
"name": "Neha Divanji",
"reasons": [
"req-003 Mobile app install campaigns: No evidence of running app install campaigns; work history is e-commerce, lottery, and lead-gen focused.",
"req-004 AppsFlyer attribution fluency: AppsFlyer is absent from tools and no mobile attribution/payback-window measurement is shown.",
"req-006/req-009 (support): No demonstrated day-1/day-7 free-trial payback or app LTV:CAC optimization, weakening the app-specialist fit even where Meta/TikTok skills exist."
]
},
{
"candidate_id": "kristinanehoroseva_at_gmail_com",
"email": "Kristinanehoroseva@gmail.com",
"name": "Kristina Nehoroseva",
"reasons": [
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer anywhere in the profile; attribution work cited is Meta Pixel/CAPI and GA4, not the role's required AppsFlyer stack for day-1/day-7 payback.",
"req-003 (Mobile app install campaign experience for a consumer/subscription app): No explicit evidence of running app install (MAI) campaigns or free-trial subscription payback optimization; Bumble/Slingo are apps but the profile describes user growth/CLV, not install-campaign ownership with early payback windows."
]
},
{
"candidate_id": "socialjeneration_at_gmail_com",
"email": "socialjeneration@gmail.com",
"name": "Jenny Cervantes",
"reasons": [
"req-001 (Deep hands-on paid social Meta+TikTok): Profile is organic/influencer-focused; only 'boosting' and 'media amplification' mentions, no specialist paid media buying evidence.",
"req-002 (Paid social channel ownership): No evidence of owning paid Meta/TikTok campaigns end to end; platform use is organic publishing.",
"req-003 (Mobile app install campaigns): No app install campaign experience anywhere in the profile.",
"req-004 (AppsFlyer attribution): No AppsFlyer or mobile attribution experience; tools are organic schedulers (Hootsuite, Sprout, Later).",
"req-005 (Full end-to-end single-channel paid ownership): Experience is organic strategy/agency management, not paid single-channel acquisition ownership.",
"req-006 (Rapid paid video creative iteration toward LTV:CAC): Creative work is organic/UGC/influencer, not paid ad creative iterated against payback economics."
]
},
{
"candidate_id": "1001juanjaramillo_at_gmail_com",
"email": "1001juanjaramillo@gmail.com",
"name": "Juan Jaramillo",
"reasons": [
"req-004 (AppsFlyer attribution fluency): No evidence of AppsFlyer anywhere in the profile; attribution work references Segment, Looker, Heap, and custom tracking but not AppsFlyer.",
"req-003 (Mobile app install campaign experience): App-install campaign experience is only implied via ASO skill and Apps industry classification; no concrete example of running mobile app install campaigns for a consumer/subscription app is documented."
]
},
{
"candidate_id": "lucas_mondora_at_gmail_com",
"email": "lucas.mondora@gmail.com",
"name": "Lucas Mondora",
"reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install / UA campaigns. Experience is Shopify/web ecommerce paid media; 'mobile apps' only appears describing a client's product, not app-install campaign management.",
"req-004 (AppsFlyer attribution): No mention of AppsFlyer. Attribution stack cited is Triplewhale, Google Analytics, and Hubspot — web ecommerce attribution, not mobile app payback measurement.",
"req-001/req-002 (Deep hands-on paid social across Meta + TikTok): Meta paid is strong, but there is no evidence of hands-on TikTok paid execution; TikTok appears only in the tools list with no campaign proof, so the required Meta+TikTok paid social specialism is not demonstrated."
]
},
{
"candidate_id": "jhana_ellard_at_gmail_com",
"email": "jhana.ellard@gmail.com",
"name": "Jhana Ellard",
"reasons": [
"req-003 (Mobile app install campaigns): No evidence of running app install campaigns; all work is ecommerce/event ticketing media buying.",
"req-004 (AppsFlyer attribution): No AppsFlyer in tools or work history; attribution experience is HubSpot/GA ecommerce dashboards.",
"req-001/req-002 (Deep hands-on paid social specialist on Meta+TikTok): Paid social is one of many channels within a broad performance/media-buying practice, and TikTok work is largely organic/whitelisting, not specialist-level app-focused paid social.",
"req-005 (Full end-to-end single-channel specialist, not generalist): Profile positions as a full-funnel, multi-channel performance marketer/Fractional Head of Growth, contrary to the single-channel specialist requirement."
]
},
{
"candidate_id": "addicted2ppc_at_gmail_com",
"email": "addicted2ppc@gmail.com",
"name": "Esteban Martinez",
"reasons": [
"req-001 (Deep hands-on paid social Meta+TikTok): No specialist-level Meta/TikTok media-buying or creative-strategy evidence; profile is dominated by Google/Bing paid search and analytics.",
"req-002 (Paid social channel ownership): Only a generic 'Manage PPC and Paid Social channels' line; no end-to-end paid social ownership demonstrated.",
"req-003 (Mobile app install campaign experience): No evidence of running app install campaigns for a consumer/subscription app.",
"req-004 (AppsFlyer attribution fluency): AppsFlyer appears only as a data source in a consolidated reporting dashboard, not as operated app-install attribution for payback optimization.",
"req-005 (Full end-to-end single-channel paid social ownership): Demonstrated ownership is in Google Ads/PPC, not paid social.",
"req-006 (Rapid video creative iteration): No evidence of building/iterating video creative; creative references are search/PMax and feed optimization."
]
},
{
"candidate_id": "barri_at_risemarketing_uk",
"email": "barri@risemarketing.uk",
"name": "Barri Coen",
"reasons": [
"req-004 AppsFlyer attribution fluency: No mention of AppsFlyer or mobile attribution anywhere in the profile.",
"req-003 Mobile app install campaign experience: No evidence of running app install campaigns for a consumer/subscription mobile app; work is web/ecommerce and marketplace focused.",
"req-001 Deep hands-on paid social specialist (Meta + TikTok): Paid social is one of many channels; TikTok is only referenced as a channel to 'test,' with no demonstrated specialist-level depth or creative strategy ownership.",
"req-005/req-017 Single-channel specialist: Profile explicitly self-identifies as a multi-channel generalist across SEO, content, email, affiliates, and paid — contradicting the specialist mandate.",
"req-006 Rapid video creative iteration: No evidence of building/iterating video or UGC-style short-form creative for paid social."
]
},
{
"candidate_id": "boustanycharles_at_gmail_com",
"email": "boustanycharles@gmail.com",
"name": "Charles Boustany",
"reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install campaigns; experience is ecommerce/DTC web funnels, not app installs.",
"req-004 (AppsFlyer attribution): No AppsFlyer listed or mentioned; no mobile MMP or day-1/day-7 payback measurement evidence.",
"req-005 / req-017 (Single-channel specialist operator): Profile is a fractional CMO / agency co-founder who directs teams and agencies, not a deep single-channel hands-on specialist.",
"req-001 (Deep hands-on paid social specialist): Paid social is one of many full-funnel channels he oversees; no specialist-level depth on Meta+TikTok app-install media/creative."
]
},
{
"candidate_id": "yykholeif_at_gmail_com",
"email": "yykholeif@gmail.com",
"name": "Youssef Kholeif",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "adamh7718_at_gmail_com",
"email": "adamh7718@gmail.com",
"name": "Adam Haddad",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "kcharettejobs_at_gmail_com",
"email": "kcharettejobs@gmail.com",
"name": "Kevin Charette",
"reasons": [
"req-001 Deep hands-on paid social (Meta + TikTok): No TikTok experience anywhere in profile; Meta work is B2B, not specialist consumer paid social with creative strategy.",
"req-003 Mobile app install campaign experience: No evidence of any mobile app install campaigns; work is B2B lead-gen and paid search.",
"req-004 AppsFlyer attribution fluency: AppsFlyer not listed in tools; no mobile attribution or D1/D7 payback evidence.",
"req-006 Rapid video creative iteration: No evidence of producing or iterating video/UGC creative; profile centers on CRO, landing pages, and analytics.",
"req-002 Paid social channel ownership: Facebook/LinkedIn ad management shown, but no TikTok and no end-to-end consumer paid-social creative ownership."
]
},
{
"candidate_id": "jarred_at_leadmavericks_com",
"email": "jarred@leadmavericks.com",
"name": "Jarred Whicker",
"reasons": [
"req-003 Mobile app install campaigns: No evidence of running app install campaigns for a consumer/subscription app; experience is DTC ecommerce and legal lead gen.",
"req-004 AppsFlyer attribution fluency: No mention of AppsFlyer or mobile attribution anywhere in the profile; listed tools are Google Analytics, SEM Rush, Spyfu.",
"req-009/subscription payback: No evidence of day-1/day-7 free-trial payback or subscription LTV:CAC optimization for an app."
]
},
{
"candidate_id": "paul_at_farfalla_io",
"email": "paul@farfalla.io",
"name": "Paul Didwall",
"reasons": [
"req-003 (mobile app install campaigns): No evidence of running app install campaigns for a consumer/subscription app; work history is B2B lead-gen and paid search.",
"req-004 (AppsFlyer attribution): No mention of AppsFlyer; tools listed are Google Analytics, Looker Studio, Supermetrics.",
"req-006 (rapid video creative iteration): Creative testing shown is for B2B CPL, not short-form/UGC video for a consumer launch; no video-creative iteration evidence.",
"req-005 (single-channel consumer paid social ownership): Recent ownership is spread across LinkedIn/Reddit/Google/YouTube B2B work, not consumer Meta/TikTok app acquisition."
]
},
{
"candidate_id": "kurlyrtr_at_gmail_com",
"email": "kurlyrtr@gmail.com",
"name": "Kirill Lantsouzovski",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "cydschwartz_at_gmail_com",
"email": "cydschwartz@gmail.com",
"name": "Cydney Schwartz",
"reasons": [
"Profile status is OFFBOARDED."
]
},
{
"candidate_id": "vikash_at_betheretoday_co",
"email": "vikash@betheretoday.co",
"name": "Vikash Shah",
"reasons": [
"req-001/req-002: No evidence of TikTok paid social; paid social experience is Meta/Facebook and search only.",
"req-003: No mobile app install campaign experience for a consumer/subscription app; GigSmart app work was B2B staffing, not app-install paid acquisition.",
"req-004: No AppsFlyer attribution fluency anywhere in the profile.",
"req-006: No evidence of building/rapidly iterating video creative; profile emphasizes budget/agency management and analytics.",
"req-005/req-017: Profiles as an omnichannel growth leader managing agencies and reports, contradicting the hands-on single-channel specialist requirement."
]
},
{
"candidate_id": "shaungh_wolf_at_gmail_com",
"email": "shaungh.wolf@gmail.com",
"name": "Shaungh Wolf",
"reasons": [
"req-004 (AppsFlyer attribution fluency): No evidence of AppsFlyer or any mobile MMP; attribution stack is GA4, Triple Whale, Northbeam, Hyros — DTC/ecommerce tools, not mobile app attribution.",
"req-003 (Mobile app install campaign experience): No explicit evidence of running mobile app install campaigns for a consumer/subscription app; app funnel mentions are freemium onboarding/lifecycle, not paid install campaigns.",
"req-005/req-001 (specialist single-channel paid social ownership): Profile shows full-funnel generalist DTC/ecom growth leadership rather than specialist-level, single-channel paid social ownership."
]
},
{
"candidate_id": "shayan_doosty_at_gmail_com",
"email": "shayan.doosty@gmail.com",
"name": "Shayan Doosty",
"reasons": [
"req-001 (Meta + TikTok): No TikTok paid social evidence anywhere in the profile; all paid social work is Meta/Facebook.",
"req-003 (Mobile app install campaigns): No clear mobile app install campaign experience for a consumer/subscription app; Amazon Glow was a product-sales campaign, not an app install/UA campaign.",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile attribution platform; tooling is Meta pixel, GA, and Shopify.",
"req-002 (Full paid social channel ownership incl. TikTok): Only Meta/Facebook channel ownership demonstrated, not the required TikTok."
]
},
{
"candidate_id": "jtabuzo_at_gmail_com",
"email": "jtabuzo@gmail.com",
"name": "Jason Tabuzo",
"reasons": [
"req-003 (Mobile app install campaigns): No evidence of running mobile app install campaigns; all acquisition work is web/ecommerce DTC (Shopify, supplements, skincare).",
"req-004 (AppsFlyer attribution fluency): No mention of AppsFlyer or any mobile measurement partner; measurement stack cited is GA/SEM Rush and web-based tracking."
]
},
{
"candidate_id": "pedro_menezes_pereira_at_gmail_com",
"email": "pedro.menezes.pereira@gmail.com",
"name": "Pedro Menezes Pereira",
"reasons": [
"req-001 (paid social specialist Meta+TikTok): Candidate is a Google Ads-led PPC strategist with Facebook as a secondary channel; no evidence of specialist-level TikTok paid social or paid-social creative strategy ownership.",
"req-002 (paid social as core channel): Core channel is Google Search/Shopping for e-commerce, not paid social.",
"req-003 (mobile app install campaigns): No app install campaign experience anywhere in profile; all work is DTC e-commerce web ROAS.",
"req-004 (AppsFlyer attribution): Absent; uses GA4/TripleWhale/Elevar for e-commerce attribution, no MMP/AppsFlyer experience.",
"req-006 (rapid video creative iteration): No evidence of paid social video/UGC creative iteration; testing is search/shopping A/B testing."
]
},
{
"candidate_id": "patelkamil299_at_gmail_com",
"email": "patelkamil299@gmail.com",
"name": "Kamil Patel",
"reasons": [
"req-001 / req-002: No TikTok experience and Meta appears only as a secondary lead-gen/eCommerce/diversification channel — not specialist-level paid social driving media AND creative strategy.",
"req-004: No evidence of AppsFlyer attribution fluency or any mobile attribution platform; measurement is GA4/Google-based.",
"req-006: No evidence of building or rapidly iterating video creative; creative work is landing pages, ad copy, and keyword structure.",
"req-005: Full-stack ownership shown for paid SEARCH, not paid social; core identity is a Google PPC specialist, not a paid social specialist."
]
}
]
}