{
"schema_version": "FinalistRerankV1",
"role_key": "paid-social-media-marketer",
"recommended_order": [
{
"candidate_id": "samhchoi94_at_gmail_com",
"email": "samhchoi94@gmail.com",
"name": "Sam Choi",
"rank": 1,
"recommendation": "recommend",
"score_adjustment": 0,
"rationale": "Strongest overall fit: deep, personally-managed mobile UA across exactly the channels Peggy needs (Meta, TikTok, ASA), $100M+ personally managed spend, and directly relevant consumer subscription app experience at Life360 (a family-safety subscription app) and Hopper. Critically, he has the clearest early-payback proof in the pool (Day 8 ROI 7%->18%) which maps almost perfectly to the day-1/day-7 free-trial payback success metric, plus a scalable creative testing system (+500% win-rate). Amplitude is explicitly in his stack, matching Peggy's onboarding analytics tool. AppsFlyer is not named, but his obvious MMP-level attribution fluency (LAT/incrementality, indirect attribution) makes it a naming gap, not a capability gap.",
"tradeoffs": [
"AppsFlyer not explicitly named, though clear mobile attribution/incrementality fluency mitigates",
"Hopper role involved team/agency leadership, a mild delegation risk for a solo build-from-scratch operator (mitigated by current hands-on consulting)",
"No direct US-parents-of-5-15 or parenting-app audience, though Life360's family audience is closely adjacent"
],
"evidence_snippets": [
"everything from Meta, Google, Tiktok, ASA, DSPs, etc.",
"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",
"led User Acquisition for Life360's new subscription product",
"tools: Amplitude"
]
},
{
"candidate_id": "g_at_u13n_com",
"email": "g@u13n.com",
"name": "Garrison Yang",
"rank": 2,
"recommendation": "recommend",
"score_adjustment": 0,
"rationale": "Exceptional paid social depth for a subscription app: managed $100K-$200K/day on Meta for Calm (a consumer subscription app), scaled Upstart to $100K/day, and ran large-scale video creative testing at Nike (16K products / 32K videos) — directly on point for Peggy's high-volume video-iteration launch. ASO/app acquisition experience and a Parents/Children target buyer add relevance. Onboarded and available at a rate within band.",
"tradeoffs": [
"AppsFlyer not explicitly named (attribution/pixel/analytics depth via Segment/Heap implies fluency)",
"No direct parenting/family app experience",
"Some roles reflect team leadership rather than pure solo execution"
],
"evidence_snippets": [
"managed a daily Facebook advertising budget that fluctuated between $100,000 to $200,000... Calm's 200% annual growth",
"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",
"skills include ASO (App store optimization); target_buyer includes Parents / Children"
]
},
{
"candidate_id": "b_at_316_interactive_com",
"email": "b@316-interactive.com",
"name": "Bobby Taslimi",
"rank": 3,
"recommendation": "recommend",
"score_adjustment": 1,
"rationale": "The purest specialist-operator match to the brief: leads paid social across Meta+TikTok for Shotsy, a consumer subscription tracking app, 5x scaling spend while cutting CPA from $33 to $19-21 via a proven UGC production system and retention-based creative iteration — almost exactly Peggy's UGC/short-form video and single-channel iteration need. Repeatedly built acquisition from scratch (0 to $2K/day) working directly with founders, matching the self-directed build-from-scratch requirement. Strong ASAP fit at $55/hr. Slight upward nudge because his zero-to-one, hands-on, UGC-video, subscription-app profile is the closest end-to-end shape to the role.",
"tradeoffs": [
"No explicit AppsFlyer or Amplitude by name; measurement stack leans web/DTC (GA, Looker, Triplewhale)",
"No direct parenting/family app experience beyond a Parents/Children target-buyer tag",
"App-install-campaign specifics less explicit than Sam/Garrison, though app + subscription context is present"
],
"evidence_snippets": [
"leads paid social strategy across Meta and TikTok... 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"
]
},
{
"candidate_id": "useracquisitionconsultant_at_gmail_com",
"email": "useracquisitionconsultant@gmail.com",
"name": "Chris Ahn",
"rank": 4,
"recommendation": "recommend",
"score_adjustment": 0,
"rationale": "Strong hands-on paid social operator with repeated, recent Meta+TikTok ownership for consumer apps — built TikTok from scratch to profitability in 30 days at Avita and drove App Store install traffic (Apple + Google Play) for consumer apps. Zero-to-one, founder-facing execution with UGC creative testing and payback/LTV focus fits the specialist-operator brief well. US-based, active, within budget.",
"tradeoffs": [
"AppsFlyer and Amplitude not named (handles attribution setup, so a naming rather than capability gap)",
"No direct parenting/family audience beyond a Parents/Children target-buyer tag",
"Outcomes are less quantified at large scale than the top three"
],
"evidence_snippets": [
"Built TikTok from scratch, from attribution to campaign launch, reaching profitability within the first 30 days",
"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"
]
},
{
"candidate_id": "peter_opakunle_at_gmail_com",
"email": "peter.opakunle@gmail.com",
"name": "Pete Opakunle",
"rank": 5,
"recommendation": "recommend",
"score_adjustment": 0,
"rationale": "Deep, hands-on Meta+TikTok with documented mobile app install work (Meta App Campaigns, TikTok Spark Ads, Prime Video CPI 25-30% below forecast, app-install ad-set consolidation) and rapid creative testing with concrete lift (CTR +52% in 30 days, 5x faster asset testing) — a good match for the launch-and-iterate brief. Consumer subscription free-trial funnel experience (Opus Clip free-to-paid +22%) partially supports the payback metric. US-based, available, $60/hr within band.",
"tradeoffs": [
"AppsFlyer not named; attribution shown via CAPI/GA/internal benchmarking rather than a named MMP",
"No parenting/family or US-parents-of-kids audience evidence",
"Director-level; audit-rebuild-scale pattern is strong but rounds out the top five behind more subscription-native profiles"
],
"evidence_snippets": [
"Meta App Campaigns - PMAX Campaigns ... TikTok Spark Ads",
"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"
]
},
{
"candidate_id": "alexcpak1_at_gmail_com",
"email": "alexcpak1@gmail.com",
"name": "Alex Pak",
"rank": 6,
"recommendation": "recommend",
"score_adjustment": 0,
"rationale": "Senior performance/UA operator who builds programs from scratch (Rocket Money Visa Card), manages 7-figure Meta/TikTok/multi-channel budgets, and cites SKAN/MMM/attribution as core competencies with strong creative-testing (4x win rate) and CPA/CAC discipline. Consumer subscription app and parents-adjacent (FlipGive) relevance are solid. Rounds out the recommended set as a reliable build-from-scratch specialist.",
"tradeoffs": [
"AppsFlyer and Amplitude not explicitly named (SKAN/MMM/last-click adjacency); TikTok present but Meta-weighted in narrative",
"App Store ads not documented",
"TikTok not in the tools field despite appearing in channel-mix narrative"
],
"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",
"Attribution models (SKAN, Last Click, MMM, etc) are my bread and butter",
"Rebuilt creative experimentation framework... achieving ~4x win rate"
]
}
],
"near_misses": [
{
"candidate_id": "pgibson_growth_at_gmail_com",
"email": "pgibson.growth@gmail.com",
"name": "Pat Gibson",
"rank": 7,
"recommendation": "alternate",
"score_adjustment": 0,
"rationale": "Strong paid social functional depth ($200M+ across Meta/TikTok), hands-on creative-testing frameworks, and consumer/DTC app founder background (Rapchat, 15M+ users). However he fails two HARD requirements: no AppsFlyer/MMP evidence and only implied (not demonstrated) mobile app install campaign experience for a subscription app. $100/hr also creates mild budget tension against the $7-8K retainer. Worth a GM look if hard gaps can be validated in interview.",
"tradeoffs": [
"HARD fail req-004: no AppsFlyer or any MMP in tools (only GA/Optimizely/VWO)",
"HARD fail req-003: app install campaigns implied, not explicitly evidenced",
"$100/hr rate caps hours to stay within the retainer band; no parenting/family audience"
],
"evidence_snippets": [
"over $200M in paid media spend managed across... Meta, Google, TikTok, and Reddit",
"Former Co-Founder and CMO of Rapchat, grew to 15M+ users",
"Built and launched Luma AI's first structured Meta creative testing framework",
"Tools: A/B testing tools (Optimizely, VWO, etc), AdRoll, Canva, CRMs, Google Analytics"
]
},
{
"candidate_id": "marketing_at_roxanech_com",
"email": "marketing@roxanech.com",
"name": "Roxane Chabassier",
"rank": 8,
"recommendation": "do_not_recommend",
"score_adjustment": 0,
"rationale": "Genuine, high-scale hands-on paid social on Meta/TikTok (~$1M/month, 5x ROAS) with strong creative-testing discipline, but her portfolio is DTC ecommerce/beauty/derma with no mobile app install campaigns and no AppsFlyer/MMP attribution — two HARD fails. Business model and measurement paradigm (ecommerce ROAS) do not transfer cleanly to subscription-app day-1/day-7 payback.",
"tradeoffs": [
"HARD fail req-003: no mobile app install campaign experience (all DTC ecommerce)",
"HARD fail req-004: no AppsFlyer/MMP; measurement is GA/pixel-based ecommerce tracking",
"Industry/audience mismatch: DTC apparel/beauty, not consumer subscription parenting app"
],
"evidence_snippets": [
"managing nearly $1M/month in paid media across Meta, TikTok, and Google",
"sustaining 5x ROAS",
"led paid social... and TikTok GMV ads for LolaVie",
"tools: Facebook, Instagram, Tiktok, Snapchat... Google Analytics... AdEspresso (no AppsFlyer)"
]
},
{
"candidate_id": "jakemadoff210_at_gmail_com",
"email": "jakemadoff210@gmail.com",
"name": "Jake Madoff",
"rank": 9,
"recommendation": "do_not_recommend",
"score_adjustment": 0,
"rationale": "Solid hands-on Meta paid media at scale ($200K/month) and a listed Paid Social engagement, but experience skews ecommerce/lead-gen ROAS. No app install campaigns, no AppsFlyer, and TikTok only listed as a tool with no described paid TikTok execution — three HARD gaps for this role.",
"tradeoffs": [
"HARD fail req-003: no mobile app install campaigns for a consumer/subscription app",
"HARD fail req-004: no AppsFlyer/MMP attribution",
"HARD gap req-001: TikTok listed but no described hands-on TikTok paid execution"
],
"evidence_snippets": [
"He managed $200K/month across Meta and Google Ads (PMax/Search)",
"Paid Social Media Marketer at Juke Audio... optimize their Meta (Facebook and Instagram) advertising campaigns",
"video-based creative strategies on Meta Ads, Jake achieved a return on ad spend (ROAS) of 3.4",
"Tools: ...Facebook, Instagram, Tiktok... (no AppsFlyer, no Amplitude)"
]
},
{
"candidate_id": "christopherdarabi_at_gmail_com",
"email": "christopherdarabi@gmail.com",
"name": "Christopher Darabi",
"rank": 10,
"recommendation": "do_not_recommend",
"score_adjustment": 0,
"rationale": "Experienced multi-channel growth/performance marketer with hands-on Meta/TikTok and creative-testing wins, but presents as a paid search + paid social generalist rather than a single-channel specialist. No AppsFlyer, no explicit app install/AEO campaign work, and no day-1/day-7 payback evidence — multiple HARD requirements unproven.",
"tradeoffs": [
"HARD fail req-004: no AppsFlyer/MMP anywhere in profile",
"HARD fail req-003: no explicit mobile app install/AEO campaign execution",
"req-005/req-017: multi-channel generalist rather than dedicated single-channel paid social specialist"
],
"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... reduced CPA by 40%",
"Facebook, Instagram, Tiktok... Segment, Google Analytics (no AppsFlyer/Amplitude)"
]
},
{
"candidate_id": "janky_patel_at_gmail_com",
"email": "janky.patel@gmail.com",
"name": "Janky Patel",
"rank": 11,
"recommendation": "do_not_recommend",
"score_adjustment": 0,
"rationale": "Strong hands-on paid social operator on Meta/TikTok/Snapchat with quantified DTC ecommerce results, but her entire track record is physical-goods ecommerce ROAS on Shopify. No mobile app install campaigns, no AppsFlyer, and no subscription-app payback measurement — HARD fails that do not transfer to Peggy's app-acquisition context. Listed engagements also suggest limited weekly capacity for an ASAP full-ownership launch role.",
"tradeoffs": [
"HARD fail req-003: no mobile app install campaigns (DTC jewelry/beauty ecommerce only)",
"HARD fail req-004: no AppsFlyer/MMP; measurement is GA/Shopify/Klaviyo",
"Capacity risk: current engagements suggest ~10-15 hrs/week vs. ASAP full-ownership need"
],
"evidence_snippets": [
"scaling the company's Facebook advertising budget to a six-figure monthly spend... 2.5-fold increase in ROAS",
"expanded her expertise to TikTok and Snapchat advertising platforms",
"tailored ad copy to different stages of the marketing funnel, which resulted in a 50% reduction in CPA",
"Tools: Facebook, Instagram, Tiktok, Snapchat, Google Analytics, Klaviyo, Shopify (no AppsFlyer)"
]
},
{
"candidate_id": "dillon_at_theconvertlab_com",
"email": "dillon@theconvertlab.com",
"name": "Dillon Zolnierczyk",
"rank": 12,
"recommendation": "do_not_recommend",
"score_adjustment": 0,
"rationale": "Hands-on paid social/search operator with strong CRO and attribution discipline, but his proven wins are lead-gen for local services, home builders, tutoring, and event ticketing. No mobile app install campaigns, no AppsFlyer, and no App Store ads or free-trial day-1/day-7 payback — a different business model that fails multiple HARD requirements for this role.",
"tradeoffs": [
"HARD fail req-003: no mobile app install (MAI) campaign experience",
"HARD fail req-004: no AppsFlyer/MMP; attribution is GTM/CAPI/CRM web lead tracking",
"HARD/IMPORTANT fail req-010/req-009: no App Store ads or free-trial payback optimization"
],
"evidence_snippets": [
"Led end-to-end paid social & search strategy: campaigns, media buying, creative testing, and daily optimization",
"full-funnel campaigns across Facebook, Instagram, TikTok and YouTube",
"Built a tracking system using GTM and CAPI to link paid ad traffic to CRM lead status",
"Scaled monthly ad spend 25x from $6,000 to $150,000 while maintaining a consistent $250 cost-per-booking"
]
}
],
"overall_rationale": "No overall rerank rationale returned."
}