Goodnick is a DTC healthcare brand aiming to solve fitness and wellbeing for seniors, and it's a unique challenge. This is not the typical group of people that marketers are used to building for; and to land their message effectively, deep user persona research would be required by someone that had proper experience in messaging across multiple customer segments. What's more: for a nimble and lean team, bringing a full timer on, with whole new salary on board, felt like a careless waste of precious capital for a project that would be done and dusted in a matter of months; if only they could find the right person for the task.