Okay, let’s break it down. Tom has a broad skill set in marketing, sales, and management, which are in demand in the San Francisco market. His experience in advertising sales and digital media is also valuable. However, his rate might be lower compared to other professionals with more specialized skills or experience. Considering his skills and location, I'd estimate his rate around $125 per hour, which is slightly below the national average for marketing professionals in the US. This is because Tom's skills are more general, and he might not have the same level of expertise as a specialist in a particular area.