Interview Guide for

Digital Advertising Manager

This comprehensive interview guide for a Digital Advertising Manager is designed to help identify candidates who can effectively strategize, implement, and optimize digital advertising campaigns across multiple platforms. With a focus on data-driven decision making and campaign performance, this guide equips hiring teams with structured questions and evaluation criteria to find candidates who will drive measurable results through digital advertising initiatives.

How to Use This Guide

This interview guide serves as your roadmap to finding the ideal Digital Advertising Manager who can elevate your organization's digital advertising strategy and execution. To get the most out of this guide:

Customize to your needs: Adapt questions and evaluation criteria to align with your company's specific advertising platforms, goals, and industry context.
Share with your interview team: Distribute this guide to all interviewers to ensure consistency in evaluation and avoid redundancy in questioning across interviews.
Focus on behavioral evidence: Use the follow-up questions to probe deeper into candidates' experiences, seeking concrete examples of their past performance.
Score independently: Have each interviewer complete their scorecard independently before discussing candidates to prevent groupthink and capture diverse perspectives.
Look beyond technical skills: While platform knowledge is important, prioritize critical thinking, analytical capabilities, and adaptability as key traits for long-term success.

For additional guidance on structured interviewing, check out our article on how to conduct a job interview and explore our collection of digital advertising manager interview questions for more question options.

Job Description

Digital Advertising Manager

About [Company]

[Company] is a dynamic organization in the [Industry] space, committed to driving growth through innovative digital solutions. We're looking for a results-oriented Digital Advertising Manager to join our marketing team and take our paid media strategy to the next level.

The Role

As Digital Advertising Manager at [Company], you'll play a pivotal role in driving customer acquisition and brand awareness through strategic paid media initiatives. You'll own the management and optimization of our advertising campaigns across multiple digital platforms, working closely with cross-functional teams to align advertising efforts with broader marketing and business objectives. This role offers the opportunity to make a significant impact on our business growth while working with cutting-edge advertising technologies and platforms.

Key Responsibilities

Develop, implement, and manage comprehensive digital advertising strategies across multiple platforms (Google Ads, Meta, LinkedIn, etc.)
Manage the digital advertising budget effectively, ensuring optimal allocation and ROI
Create, launch, and optimize campaigns to achieve target KPIs (CPA, ROAS, conversion rates)
Conduct A/B tests to continuously improve campaign performance
Analyze campaign data to identify trends, opportunities, and areas for improvement
Develop insightful reports on campaign performance for stakeholders at all levels
Collaborate with creative, content, and web teams to ensure cohesive customer experiences
Stay current with digital advertising trends, platform updates, and best practices
Evaluate and recommend new advertising platforms and opportunities

What We're Looking For

3-5 years of experience managing paid digital advertising campaigns
Proven track record of driving results through paid media channels
Strong analytical skills with the ability to derive actionable insights from data
Experience with major advertising platforms (Google Ads, Meta, LinkedIn, etc.)
Proficiency with analytics tools (Google Analytics, Data Studio, etc.)
Knowledge of campaign tracking and attribution methodologies
Excellent communication and stakeholder management abilities
Strategic thinker with strong problem-solving skills
Adaptability and willingness to stay current with rapidly evolving platforms
Experience in [Industry] preferred but not required

Why Join [Company]

At [Company], we believe in empowering our team members to make meaningful contributions while advancing their careers. We foster a collaborative environment where innovation thrives and results are celebrated.

Competitive salary range of [$XX,XXX - $XX,XXX] based on experience
Comprehensive benefits package including health, dental, and vision insurance
Flexible work arrangements
Professional development opportunities and training allowance
Collaborative and inclusive company culture
[Additional company-specific benefits]

Hiring Process

We've designed our hiring process to be thorough but efficient, ensuring we find the right fit while respecting your time:

Initial Screening Interview (30 minutes): A conversation with our recruiter to discuss your experience and interest in the role.
Technical Assessment (45-60 minutes): A practical exercise to demonstrate your digital advertising skills, including campaign analysis and optimization recommendations.
Digital Advertising Competency Interview (60 minutes): A deeper dive into your experience with specific platforms and your approach to campaign management with our Marketing Director.
Team Interview (60 minutes): Meet with cross-functional stakeholders to discuss collaboration and strategic alignment of advertising initiatives.
Final Interview (45 minutes): A conversation with our [Senior Executive] to discuss overall fit and alignment with company goals.

Ideal Candidate Profile (Internal)

Role Overview

The Digital Advertising Manager will lead our paid media strategy and execution, managing campaigns across multiple platforms to drive acquisition, engagement, and conversion. This role requires strong analytical skills, platform expertise, and strategic thinking to optimize advertising spend and maximize ROI. The ideal candidate will balance technical knowledge with creative thinking and have the ability to translate business objectives into effective advertising strategies.

Essential Behavioral Competencies

Data-Driven Decision Making: Uses analytics and performance data to inform campaign strategies, optimizations, and budget allocations. Demonstrates the ability to extract insights from complex data sets and apply them to improve campaign performance.

Strategic Thinking: Develops comprehensive advertising strategies aligned with business objectives. Can see beyond individual campaigns to create cohesive approaches that build upon each other and drive toward larger goals.

Adaptability: Quickly adjusts to new platform features, algorithm changes, and market conditions. Embraces change and continuously seeks to improve processes and results through experimentation and learning.

Problem-Solving: Identifies issues in campaign performance and develops creative solutions. Approaches challenges methodically, using data and experience to troubleshoot and implement effective fixes.

Communication: Clearly articulates complex advertising concepts and campaign performance to diverse stakeholders. Creates compelling reports and presentations that effectively convey insights and recommendations.

Desired Outcomes

Increase return on ad spend (ROAS) by 20% across digital channels within the first six months through strategic optimization and budget allocation
Develop and implement a comprehensive cross-platform attribution model that accurately measures campaign impact on the customer journey
Establish a systematic A/B testing framework to continuously improve campaign performance metrics (CTR, conversion rates, CPA)
Create a streamlined reporting system that provides actionable insights to stakeholders at all levels of the organization
Identify and successfully implement at least two new advertising channels or strategies that expand our reach to qualified audiences

Ideal Candidate Traits

The ideal Digital Advertising Manager is a blend of analytical marketer and strategic thinker, with the technical expertise to execute campaigns across multiple platforms. They should be naturally curious, constantly exploring new advertising opportunities and keeping up with platform changes. They need strong project management skills to juggle multiple campaigns simultaneously without dropping the ball.

The right candidate will be equally comfortable digging into data to uncover insights as they are presenting results to executive stakeholders. They should be results-oriented, taking ownership of performance metrics and demonstrating a track record of improving campaign effectiveness. They should be collaborative, working well with creative teams to develop compelling ad content while also partnering with web teams to optimize landing page experiences.

Experience with advertising in [industry] is valuable but not essential; more important is the ability to quickly understand audience behaviors and motivations in new market segments. The ideal candidate demonstrates intellectual curiosity, is self-motivated to experiment and improve, and approaches advertising with both creativity and analytical rigor.

Screening Interview

Directions for the Interviewer

This screening interview aims to quickly assess whether the candidate has the fundamental qualifications and experience necessary for the Digital Advertising Manager role. Focus on understanding their experience with different advertising platforms, their approach to campaign management, and their analytical capabilities. Listen for specific examples that demonstrate their impact and results rather than general statements about responsibilities.

This is also an opportunity to gauge the candidate's communication skills and ability to explain complex advertising concepts clearly. Pay attention to how they structure their responses and whether they can articulate their thought process effectively. Be sure to save 5-10 minutes at the end for the candidate to ask questions about the role and company.

Directions to Share with Candidate

During this interview, I'll ask about your experience managing digital advertising campaigns across different platforms. I'm interested in specific examples of campaigns you've managed, results you've achieved, and how you approach optimization and analysis. Please feel free to be specific about platforms, metrics, and strategies you've used. At the end, you'll have the opportunity to ask any questions you might have about the role or [Company].

Interview Questions

Tell me about your experience managing digital advertising campaigns. What platforms are you most experienced with, and what types of campaigns have you managed?

Areas to Cover

Range of platforms managed (Google Ads, Meta, LinkedIn, Twitter, etc.)
Campaign types (search, display, social, video, etc.)
Budget ranges and account sizes managed
Industries or verticals they have experience in
Level of responsibility (strategy development vs. execution)

Possible Follow-up Questions

What was the largest advertising budget you've managed, and how did you allocate it across channels?
Can you walk me through your process for setting up a new campaign from scratch?
How do you typically structure your accounts on [specific platform]?
Which platform do you feel most confident with, and why?

Describe a successful digital advertising campaign you managed. What made it successful, and what was your specific contribution?

Areas to Cover

Campaign objectives and how they were defined
Strategy development process
Key metrics used to measure success
Results achieved compared to targets
Specific actions they took that contributed to success
Lessons learned from the campaign

Possible Follow-up Questions

What was the initial goal of the campaign, and how did you establish the KPIs?
What optimization techniques did you implement during the campaign?
How did you report on the campaign's performance to stakeholders?
If you were to run this campaign again, what would you do differently?

How do you approach the analysis of campaign performance data? What tools do you use, and how do you translate that data into actionable insights?

Areas to Cover

Analytics tools and platforms used
Process for regular campaign monitoring
Key metrics prioritized for different campaign types
Methods for identifying performance issues
Approach to generating insights from raw data
Examples of data-driven optimizations

Possible Follow-up Questions

Can you describe a time when data analysis revealed an unexpected insight?
How do you handle conflicting data points or attribution challenges?
What custom reports or dashboards have you built to track performance?
How do you determine if a campaign needs minor tweaks or a major overhaul?

Tell me about a time when a campaign wasn't performing well. How did you identify the issue, and what steps did you take to improve performance?

Areas to Cover

Problem identification process
Diagnostic approach to finding root causes
Solutions implemented
How they measured improvement
Stakeholder communication during the turnaround
Preventative measures established afterward

Possible Follow-up Questions

What specific metrics indicated that the campaign was underperforming?
How quickly were you able to identify and address the issue?
What testing methodology did you use to validate your solution?
How did you communicate the issues and solutions to stakeholders?

How do you stay current with the constantly changing digital advertising landscape?

Areas to Cover

Industry resources they follow
Professional development activities
Approach to learning new features or platforms
Methods for testing new strategies
Network of professionals they engage with
Certification maintenance (if applicable)

Possible Follow-up Questions

Can you share a recent platform change that significantly impacted your advertising strategy?
How do you evaluate whether a new advertising feature or platform is worth adopting?
What was the last advertising-related skill you taught yourself, and how did you do it?
How do you balance trying new approaches versus sticking with proven methods?

What questions do you have about the role or [Company]?

Areas to Cover

Note the types of questions they ask
Assessment of whether questions are thoughtful and demonstrate research
How well they engage with your answers
Whether questions reveal alignment with company values and goals

Interview Scorecard

Platform Knowledge & Technical Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited experience with main advertising platforms or only basic understanding of campaign management
2: Familiar with major platforms but lacks depth in advanced features or campaign types
3: Strong working knowledge of multiple platforms with demonstrable experience optimizing different campaign types
4: Expert-level knowledge across several platforms with advanced certification and sophisticated campaign management experience

Analytical Capabilities

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of advertising metrics but limited experience with analysis
2: Can analyze standard metrics but struggles with deriving deeper insights
3: Strong analytical skills with demonstrated ability to extract meaningful insights from campaign data
4: Exceptional analytical skills with examples of complex analysis that led to significant campaign improvements

Problem-Solving Approach

0: Not Enough Information Gathered to Evaluate
1: Reactive problem-solving with limited examples of successful resolution
2: Can identify and fix straightforward campaign issues but less experienced with complex problems
3: Systematic approach to problem-solving with clear examples of successful issue resolution
4: Sophisticated problem-solving methodology with preventative measures and impressive turnaround examples

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Difficulty explaining advertising concepts or campaign strategy clearly
2: Adequate communication but could improve clarity or structure
3: Clear, well-structured responses that effectively communicate advertising knowledge
4: Exceptional communication with ability to explain complex concepts simply and engage effectively

Increase ROAS by 20% within six months

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited experience with performance optimization or budget management
2: Likely to Partially Achieve Goal - Has some experience improving ROAS but not at the target level
3: Likely to Achieve Goal - Demonstrated track record of similar ROAS improvements
4: Likely to Exceed Goal - Exceptional background in optimization with examples exceeding 20% ROAS improvement

Develop cross-platform attribution model

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited understanding of attribution concepts or experience
2: Likely to Partially Achieve Goal - Basic understanding of attribution but limited implementation experience
3: Likely to Achieve Goal - Clear understanding of attribution with some implementation experience
4: Likely to Exceed Goal - Advanced attribution expertise with examples of sophisticated model development

Establish A/B testing framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Minimal experience with structured testing
2: Likely to Partially Achieve Goal - Some testing experience but limited framework development
3: Likely to Achieve Goal - Demonstrated experience creating and executing testing frameworks
4: Likely to Exceed Goal - Advanced testing methodology with examples of comprehensive frameworks

Create streamlined reporting system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited reporting experience or analytical communication skills
2: Likely to Partially Achieve Goal - Basic reporting experience but limited stakeholder management
3: Likely to Achieve Goal - Strong reporting background with stakeholder-focused approach
4: Likely to Exceed Goal - Exceptional reporting skills with examples of innovative systems that drive action

Identify and implement new advertising channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited experience expanding beyond established channels
2: Likely to Partially Achieve Goal - Some experience with new channels but limited success examples
3: Likely to Achieve Goal - Demonstrated success implementing new channels with positive results
4: Likely to Exceed Goal - Innovative channel strategy with multiple successful implementation examples

Hiring Recommendation

1: Strong No Hire - Significant gaps in experience or capabilities
2: No Hire - Does not meet several key requirements for success
3: Hire - Meets requirements and likely to succeed in the role
4: Strong Hire - Exceptional candidate who exceeds requirements and shows high potential

Digital Advertising Work Sample

Directions for the Interviewer

This work sample assesses the candidate's practical skills in digital advertising campaign analysis, optimization, and strategy development. It provides valuable insight into how they approach real-world advertising challenges and their ability to develop data-driven recommendations. The exercise should take approximately 45-60 minutes to complete.

Before the interview, prepare the campaign data set or case study that you'll share with the candidate. This should include campaign performance metrics from various platforms (can be anonymized) or a detailed case study of an underperforming campaign. The goal is to see how the candidate interprets data, identifies issues, and develops optimization strategies.

Evaluate not just their technical knowledge but also their strategic thinking, problem-solving approach, and communication skills when presenting their analysis. Pay attention to whether they consider the broader business context in their recommendations and how well they prioritize actions.

Directions to Share with Candidate

In this session, you'll analyze a digital advertising campaign dataset and provide recommendations for optimization. I'll share campaign performance data with you, and I'd like you to:

Analyze the data to identify strengths, weaknesses, and opportunities
Develop recommendations to improve campaign performance
Present your findings and explain your reasoning

The goal is to understand your approach to campaign analysis and optimization. Please talk through your thought process as you analyze the data. After your analysis, I'll ask some follow-up questions about your recommendations and strategy.

Exercise Components

Part 1: Campaign Analysis (20-25 minutes)

Share the prepared campaign data with the candidate (this could be spreadsheets, dashboard screenshots, or a case study description). Ask them to review it and identify key performance issues or opportunities.

Areas to Cover

Overall campaign structure and approach
Performance metrics across different platforms/campaigns
Audience targeting effectiveness
Budget allocation and efficiency
Creative performance
Conversion path analysis

Possible Follow-up Questions

What are the first things you look for when analyzing campaign performance?
What do you see as the biggest performance issues in this data?
How would you prioritize the problems you've identified?
What additional data would be helpful for your analysis?

Part 2: Optimization Recommendations (15-20 minutes)

Ask the candidate to develop specific recommendations for improving the campaign performance based on their analysis.

Areas to Cover

Budget reallocation recommendations
Audience targeting adjustments
Bid strategy modifications
Ad creative or copy improvements
Campaign structure changes
Testing recommendations

Possible Follow-up Questions

How would you implement these changes?
What would be your expected outcomes from these optimizations?
How would you measure the impact of your changes?
How would you phase these optimizations if you couldn't do them all at once?

Part 3: Strategic Thinking (10-15 minutes)

Discuss how the candidate would approach the campaign from a broader strategic perspective.

Areas to Cover

Alignment with business objectives
Long-term vs. short-term recommendations
Cross-channel strategy considerations
Measurement and attribution approach
Future platform or feature opportunities

Possible Follow-up Questions

How would you adjust your strategy if we increased the budget by 50%?
What would you recommend if we needed to shift focus from acquisition to retention?
How would you approach channel attribution for this campaign?
What new advertising approaches or platforms might be worth testing?

Interview Scorecard

Analytical Skills

0: Not Enough Information Gathered to Evaluate
1: Struggled to identify key issues in the data or made incorrect assessments
2: Identified some issues but missed important insights or patterns
3: Thoroughly analyzed the data and identified key performance issues with good insights
4: Exceptional analysis with nuanced insights, pattern recognition, and prioritization of issues

Optimization Recommendations

0: Not Enough Information Gathered to Evaluate
1: Provided generic or superficial recommendations without clear rationale
2: Offered some valid recommendations but lacked depth or specificity
3: Provided detailed, relevant recommendations with clear rationale and expected outcomes
4: Delivered comprehensive, innovative recommendations with sophisticated understanding of impact and implementation

Platform Knowledge

0: Not Enough Information Gathered to Evaluate
1: Demonstrated only basic understanding of platform capabilities and features
2: Showed good knowledge of standard features but limited understanding of advanced options
3: Displayed strong knowledge of multiple platform features, capabilities, and optimization techniques
4: Exhibited expert-level platform knowledge with sophisticated understanding of advanced features and strategies

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Focused only on tactical changes without considering broader strategy
2: Showed some strategic thinking but primarily tactical in approach
3: Demonstrated clear strategic thinking with recommendations aligned to business objectives
4: Exceptional strategic perspective with innovative approaches and consideration of long-term impact

Communication & Presentation

0: Not Enough Information Gathered to Evaluate
1: Had difficulty explaining analysis or recommendations clearly
2: Communicated adequately but could improve organization or clarity
3: Presented analysis and recommendations clearly and logically
4: Outstanding communication with exceptionally clear, persuasive presentation of findings

Increase ROAS by 20% within six months

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Recommendations unlikely to significantly impact ROAS
2: Likely to Partially Achieve Goal - Some valid ROAS improvement recommendations but not comprehensive
3: Likely to Achieve Goal - Strong recommendations with clear path to achieve 20% ROAS improvement
4: Likely to Exceed Goal - Exceptional optimization strategy with potential to exceed 20% ROAS improvement

Develop cross-platform attribution model

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited understanding of attribution concepts demonstrated
2: Likely to Partially Achieve Goal - Basic attribution understanding but incomplete approach
3: Likely to Achieve Goal - Clear attribution strategy with practical implementation path
4: Likely to Exceed Goal - Sophisticated attribution approach with innovative methodology

Establish A/B testing framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Few or no testing recommendations in analysis
2: Likely to Partially Achieve Goal - Some testing ideas but lacking systematic framework
3: Likely to Achieve Goal - Comprehensive testing strategy with structured approach
4: Likely to Exceed Goal - Advanced testing methodology with statistical validity considerations

Create streamlined reporting system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Little attention to measurement or reporting in analysis
2: Likely to Partially Achieve Goal - Basic reporting considerations mentioned
3: Likely to Achieve Goal - Clear reporting structure proposed with actionable metrics
4: Likely to Exceed Goal - Innovative reporting approach that connects metrics to business outcomes

Identify and implement new advertising channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - No mention of new channels or expansion opportunities
2: Likely to Partially Achieve Goal - Mentioned potential new channels but without detailed strategy
3: Likely to Achieve Goal - Identified relevant new channels with implementation approach
4: Likely to Exceed Goal - Comprehensive channel expansion strategy with prioritization and testing plan

Hiring Recommendation

1: Strong No Hire - Demonstrated significant gaps in analytical abilities or advertising knowledge
2: No Hire - Analysis and recommendations below expectations for the role
3: Hire - Strong analysis and recommendations indicating capability to succeed in role
4: Strong Hire - Exceptional analysis demonstrating expertise beyond job requirements

Digital Advertising Competency Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's competencies in digital advertising strategy, platform expertise, and analytical abilities. The goal is to understand how they approach campaign planning, optimization, and measurement. Use the behavioral interview technique to explore past experiences, looking for specific examples that demonstrate their skills and thought processes.

Pay attention to how the candidate balances technical knowledge with strategic thinking, and how they translate business objectives into advertising approaches. Listen for evidence of adaptability, problem-solving, and communication skills, as these are essential for success in the role. Probe for details about their actual contributions to projects, metrics they influenced, and the process they followed to achieve results.

Directions to Share with Candidate

In this interview, I'll ask about your experience with digital advertising strategy, campaign management, and optimization. I'm interested in specific examples from your past work that demonstrate your approach and results. For each question, please share detailed examples, including the situation, your actions, and the outcomes. I may ask follow-up questions to better understand your experience and thought process.

Interview Questions

Describe a time when you developed a comprehensive digital advertising strategy from scratch. What was your approach, and what results did you achieve? (Strategic Thinking)

Areas to Cover

Business objectives and how they influenced the strategy
Research conducted to inform the strategy
Platform selection and budget allocation decisions
Target audience definition and segmentation
KPI selection and goal setting
Strategy implementation and management process
Results achieved relative to goals

Possible Follow-up Questions

How did you determine which platforms to include in your strategy?
What research informed your audience targeting decisions?
How did you align your advertising strategy with broader marketing initiatives?
What adjustments did you make to the strategy after implementation?

Tell me about a time when you had to optimize a poorly performing campaign. How did you diagnose the issues, and what actions did you take to improve performance? (Problem-Solving)

Areas to Cover

Identification of performance issues
Analysis process to determine root causes
Areas examined (e.g., targeting, creative, landing pages, bidding)
Specific optimization actions taken
Testing methodology used
Results of optimization efforts
Lessons learned and applied to future campaigns

Possible Follow-up Questions

What specific metrics indicated the campaign was underperforming?
How did you prioritize which issues to address first?
What was the most surprising insight you uncovered during your analysis?
How did you validate that your changes were responsible for the improvement?

Give me an example of how you've used data and analytics to inform your advertising decisions. What insights did you uncover, and how did they impact your strategy? (Data-Driven Decision Making)

Areas to Cover

Analytics tools and methodologies used
Types of data collected and analyzed
Process for turning raw data into actionable insights
Specific insights derived from the analysis
How those insights influenced strategy or tactics
Impact of data-driven decisions on campaign performance
Approach to testing hypotheses from data analysis

Possible Follow-up Questions

What tools or platforms did you use for your analysis?
How did you determine which metrics were most important to analyze?
Were there any conflicting data points, and how did you resolve them?
How did you communicate these insights to stakeholders?

Describe a situation where you had to adapt your advertising approach due to platform changes, market conditions, or other external factors. How did you navigate this change? (Adaptability)

Areas to Cover

Nature of the change or challenge faced
Impact assessment on current campaigns
Research conducted to understand the change
Strategy adjustment process
Implementation of new approaches
Communication with stakeholders about changes
Results achieved with the adapted approach
Preventative measures established for future changes

Possible Follow-up Questions

How quickly were you able to implement your adapted strategy?
What resources did you use to understand the change and its implications?
How did you minimize performance disruption during the transition?
What did you learn from this experience that you've applied since?

Tell me about a time when you had to explain complex advertising performance data to non-technical stakeholders. How did you approach this communication challenge? (Communication)

Areas to Cover

Context of the situation and audience
Preparation process for the communication
Methods used to simplify complex information
Visualization techniques or tools employed
Handling of questions or misconceptions
Adjustments made based on audience feedback
Outcomes of the communication
Follow-up actions taken

Possible Follow-up Questions

What was the most challenging concept to explain, and how did you approach it?
How did you tailor your message to different stakeholders?
What visual aids or analogies did you use to illustrate your points?
How did you know your explanation was effective?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Tactical focus with limited strategic vision or alignment to business objectives
2: Demonstrates some strategic planning but lacks comprehensive approach
3: Shows strong strategic thinking with clear connection between advertising strategy and business goals
4: Exceptional strategic vision with innovative approaches and deep understanding of business context

Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Basic troubleshooting skills but struggles with complex issues
2: Can identify and solve common advertising problems with standard approaches
3: Strong problem-solving methodology with systematic diagnosis and effective solutions
4: Sophisticated problem-solving approach with creative solutions and preventative strategies

Data-Driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Limited use of data in decision-making process
2: Uses basic metrics to guide decisions but lacks deeper analysis
3: Consistently leverages data analysis to inform strategy with clear examples of impact
4: Advanced analytical approach with sophisticated insights extraction and hypothesis testing

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Struggles with change and slow to adapt to new conditions
2: Can adapt to changes but requires significant time or guidance
3: Demonstrates ability to quickly adapt strategies with minimal disruption
4: Thrives in changing environments with proactive adaptation and innovative responses

Communication

0: Not Enough Information Gathered to Evaluate
1: Difficulty explaining advertising concepts or data to non-technical audiences
2: Can communicate basic information but struggles with complex topics
3: Effectively communicates complex information with clarity and appropriate detail
4: Exceptional communication skills with tailored messaging and engaging presentation style

Increase ROAS by 20% within six months

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited experience with performance optimization
2: Likely to Partially Achieve Goal - Some ROAS improvement examples but below target
3: Likely to Achieve Goal - Demonstrated history of comparable ROAS improvements
4: Likely to Exceed Goal - Exceptional optimization background with examples exceeding targets

Develop cross-platform attribution model

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited attribution experience or understanding
2: Likely to Partially Achieve Goal - Basic attribution knowledge but minimal implementation examples
3: Likely to Achieve Goal - Clear understanding with relevant attribution implementation experience
4: Likely to Exceed Goal - Sophisticated attribution expertise with successful model development examples

Establish A/B testing framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited testing experience or methodology
2: Likely to Partially Achieve Goal - Some testing experience but not systematic
3: Likely to Achieve Goal - Strong testing background with framework development examples
4: Likely to Exceed Goal - Advanced testing expertise with comprehensive framework implementation

Create streamlined reporting system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited reporting experience or analytical communication skills
2: Likely to Partially Achieve Goal - Basic reporting experience but not sophisticated
3: Likely to Achieve Goal - Demonstrated experience creating effective reporting systems
4: Likely to Exceed Goal - Exceptional reporting expertise with innovative systems implementation

Identify and implement new advertising channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Conservative approach with limited channel expansion experience
2: Likely to Partially Achieve Goal - Some new channel experience but limited success examples
3: Likely to Achieve Goal - Proven track record of successful channel expansion
4: Likely to Exceed Goal - Innovative channel strategy with multiple successful implementations

Hiring Recommendation

1: Strong No Hire - Significant gaps in essential competencies
2: No Hire - Does not demonstrate sufficient capabilities in key areas
3: Hire - Strong demonstration of required competencies for success
4: Strong Hire - Exceptional competencies with potential to elevate the role

Team Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's ability to collaborate effectively with cross-functional stakeholders while aligning advertising initiatives with broader marketing and business goals. The team interview should include representatives from key departments the Digital Advertising Manager will work with (e.g., marketing, creative, web/product, analytics). Each interviewer should focus on competencies most relevant to their collaboration with the role.

The goal is to understand how the candidate works with others, communicates across departments, handles competing priorities, and integrates advertising efforts with broader strategies. Listen for specifics about their collaborative processes, how they handle stakeholder feedback, and their ability to advocate for data-driven decisions while balancing multiple perspectives.

Encourage each interviewer to ask follow-up questions to probe deeper into the candidate's examples. Each interviewer should independently score the candidate on the relevant competencies after the interview.

Directions to Share with Candidate

In this interview, you'll meet with team members from different departments who collaborate with the Digital Advertising Manager role. We're interested in learning about your experience working across teams to develop and execute advertising initiatives. Please share specific examples that demonstrate your collaborative approach, communication style, and how you align advertising efforts with broader strategies. Each interviewer will focus on areas most relevant to their work with this role.

Interview Questions

Tell us about a time when you collaborated with creative or content teams to develop advertising assets. How did you approach this collaboration, and what was the outcome? (Communication)

Areas to Cover

Process for briefing creative teams
Feedback mechanisms established
How requirements were communicated
Management of revision cycles
Resolution of creative differences
Performance of the resulting assets
Learnings applied to future collaborations

Possible Follow-up Questions

How did you ensure the creative assets aligned with campaign objectives?
What challenges did you face during this collaboration, and how did you resolve them?
How did you incorporate platform best practices into the creative brief?
How did you measure the effectiveness of different creative approaches?

Describe a situation where you had to balance competing priorities or requests from different stakeholders. How did you handle this challenge? (Problem-Solving)

Areas to Cover

Nature of the competing priorities
Stakeholders involved and their perspectives
Process for evaluating priorities
Communication with stakeholders
Decision-making methodology
Implementation of the solution
Management of stakeholder expectations
Outcomes and stakeholder satisfaction

Possible Follow-up Questions

How did you determine which priorities took precedence?
What frameworks or criteria did you use to make your decisions?
How did you communicate your decisions to stakeholders who didn't get their way?
What would you do differently if faced with a similar situation in the future?

Give us an example of how you've aligned your advertising strategies with broader marketing initiatives or business objectives. What was your approach to ensuring integration? (Strategic Thinking)

Areas to Cover

Understanding of broader strategies and objectives
Process for aligning advertising efforts
Stakeholder engagement in planning process
Metrics selection for alignment assessment
Implementation challenges and solutions
Outcomes of the integrated approach
Lessons learned about strategic alignment

Possible Follow-up Questions

How did you ensure your advertising KPIs supported broader business goals?
What processes did you establish for ongoing alignment?
How did you handle situations where advertising goals conflicted with other priorities?
What stakeholders did you involve in developing your aligned strategy?

Tell us about a time when you had to educate non-advertising team members about digital advertising concepts, capabilities, or limitations. How did you approach this? (Communication)

Areas to Cover

Context and audience assessment
Educational approach and format
Simplification of complex concepts
Use of examples or demonstrations
Addressing of misconceptions
Gauging of understanding
Impact on future collaborations
Ongoing education initiatives

Possible Follow-up Questions

What was the most challenging concept to explain, and how did you approach it?
How did you tailor your explanation based on the audience's role or background?
How did this education effort impact cross-team collaboration afterward?
What methods did you find most effective in helping others understand advertising concepts?

Describe a situation where you had to advocate for a data-driven advertising decision that others initially disagreed with. How did you make your case? (Data-Driven Decision Making)

Areas to Cover

Context of the situation and initial disagreement
Data gathered to support position
Analysis and insight generation
Presentation of findings to stakeholders
Handling of objections or skepticism
Resolution of the disagreement
Implementation of the decision
Results that validated the approach

Possible Follow-up Questions

How did you make your data-driven case compelling to non-technical stakeholders?
What objections did you face, and how did you address them?
How did you balance data with other considerations like brand guidelines or customer experience?
What was the outcome of your advocacy, and did the results support your position?

Interview Scorecard

Cross-Functional Collaboration

0: Not Enough Information Gathered to Evaluate
1: Works in isolation with minimal effective collaboration
2: Basic collaborative skills but struggles with complex cross-functional dynamics
3: Strong collaborative approach with clear examples of effective teamwork
4: Exceptional relationship builder who elevates team performance through collaboration

Stakeholder Management

0: Not Enough Information Gathered to Evaluate
1: Difficulty managing stakeholder relationships or expectations
2: Basic stakeholder management but lacks sophistication with complex situations
3: Effectively manages diverse stakeholders with clear communication and expectation setting
4: Outstanding stakeholder management with ability to align competing interests toward common goals

Communication

0: Not Enough Information Gathered to Evaluate
1: Communication lacks clarity or effectiveness across departments
2: Adequate communication but room for improvement in complex situations
3: Clear, effective communication with ability to adapt style to different audiences
4: Exceptional communication skills that build understanding and drive alignment

Strategic Alignment

0: Not Enough Information Gathered to Evaluate
1: Operates in silo with limited connection to broader strategies
2: Basic alignment with larger objectives but lacks deep integration
3: Strong strategic alignment with clear examples of integrated initiatives
4: Sophisticated approach to alignment with innovative connections between advertising and business goals

Increase ROAS by 20% within six months

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Approach suggests difficulty driving cross-functional initiatives
2: Likely to Partially Achieve Goal - Some ability to drive performance through collaboration
3: Likely to Achieve Goal - Demonstrated capability to align teams toward performance goals
4: Likely to Exceed Goal - Exceptional cross-functional leadership that maximizes performance

Develop cross-platform attribution model

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited ability to drive complex technical initiatives
2: Likely to Partially Achieve Goal - Some capability but may struggle with cross-departmental buy-in
3: Likely to Achieve Goal - Clear ability to lead attribution initiatives across teams
4: Likely to Exceed Goal - Exceptional stakeholder alignment skills for complex technical projects

Establish A/B testing framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Insufficient collaboration skills for testing framework adoption
2: Likely to Partially Achieve Goal - Can implement testing but may struggle with widespread adoption
3: Likely to Achieve Goal - Demonstrated ability to establish cross-functional testing processes
4: Likely to Exceed Goal - Exceptional at building testing culture across departments

Create streamlined reporting system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited ability to understand diverse stakeholder needs
2: Likely to Partially Achieve Goal - Basic reporting capabilities but may not satisfy all stakeholders
3: Likely to Achieve Goal - Strong reporting background with stakeholder-centric approach
4: Likely to Exceed Goal - Exceptional at creating reporting systems that drive cross-functional action

Identify and implement new advertising channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited ability to drive adoption of new approaches
2: Likely to Partially Achieve Goal - Some innovation but may struggle with cross-functional buy-in
3: Likely to Achieve Goal - Demonstrated ability to champion new channels effectively
4: Likely to Exceed Goal - Exceptional change leadership for new channel adoption

Hiring Recommendation

1: Strong No Hire - Significant concerns about team fit or collaboration
2: No Hire - Does not demonstrate sufficient collaborative capabilities
3: Hire - Strong team player who will collaborate effectively
4: Strong Hire - Exceptional collaborator who will elevate team performance

Optional: Executive Interview

Directions for the Interviewer

This interview is designed for a senior executive (CMO, VP of Marketing, etc.) to assess the candidate's strategic thinking, leadership potential, and overall fit with the organization's vision and culture. Focus on understanding how the candidate approaches advertising from a business perspective, their vision for the role, and how they would contribute to the organization's goals. This interview should be less about tactical knowledge and more about strategic approach, adaptability, and leadership.

Ask open-ended questions that allow the candidate to demonstrate their thinking process and perspective. Listen for indicators of their ability to connect advertising efforts to business outcomes, their understanding of the broader marketing landscape, and their approach to driving innovation and change. This is also an opportunity to share more about the organization's vision and assess how the candidate would align with and contribute to that vision.

Directions to Share with Candidate

In this conversation, I'd like to explore your strategic approach to digital advertising, your vision for this role, and how you see advertising contributing to business success. We'll discuss your perspective on industry trends, leadership approach, and alignment with our organization's goals. This is also an opportunity for you to learn more about our vision and ask any questions you may have about the role or organization.

Interview Questions

Based on what you know about [Company] and our industry, what do you see as the biggest opportunities and challenges for our digital advertising efforts? (Strategic Thinking)

Areas to Cover

Understanding of the company's business model and industry
Insight into current market dynamics
Assessment of competitive landscape
Identification of specific opportunities for improvement
Recognition of potential challenges
Initial thoughts on strategic approach
Connection to business outcomes

Possible Follow-up Questions

How would you prioritize these opportunities if resources were limited?
What information would you need to refine your assessment?
How have you addressed similar challenges in previous roles?
How would you measure success in capitalizing on these opportunities?

How do you think about the role of digital advertising within the broader marketing ecosystem? How would you ensure your advertising strategies complement other marketing initiatives? (Strategic Thinking)

Areas to Cover

Understanding of integrated marketing
Perspective on advertising's unique contributions
Approach to cross-channel coordination
Methods for aligning messaging and timing
Attribution and measurement across channels
Collaboration with other marketing functions
Balancing channel-specific goals with broader objectives

Possible Follow-up Questions

How have you structured reporting to show advertising's contribution to overall marketing success?
What processes have you implemented to ensure alignment with other marketing functions?
How do you handle situations where channel priorities conflict?
How do you think about budget allocation across marketing channels?

Tell me about how you've adapted to significant changes in the digital advertising landscape. What trends do you see shaping the future of digital advertising, and how should organizations prepare? (Adaptability)

Areas to Cover

Specific examples of adaptation to platform or industry changes
Proactive vs. reactive approach to change
Research methods for staying informed
Assessment of current and emerging trends
Perspective on privacy changes and regulations
Vision for future advertising approaches
Recommendations for organizational readiness

Possible Follow-up Questions

How do you distinguish between short-term trends and fundamental shifts?
What changes have been most challenging to adapt to, and why?
How do you help your team navigate through periods of significant change?
What investments would you recommend to future-proof our advertising capabilities?

How do you approach building and developing a high-performing advertising team? What characteristics do you look for in team members? (Leadership potential)

Areas to Cover

Leadership philosophy and approach
Team structure preferences
Skill sets valued in team members
Training and development methods
Performance management approach
Cross-functional team building
Creation of team culture

Possible Follow-up Questions

How have you helped team members grow in their careers?
How do you balance specialized expertise with generalist capabilities in your team?
What techniques have you found most effective for developing digital advertising talent?
How do you foster innovation and creativity within your team?

What questions do you have about our organization's vision, strategy, or culture that would help you understand how you might contribute as our Digital Advertising Manager?

Areas to Cover

Types of questions asked
Alignment with organizational priorities
Strategic thinking demonstrated in questions
Cultural fit indicators
Professional development interests
Long-term career aspirations
Values and motivations

Possible Follow-up Questions

Based on what you've learned, how do you see yourself contributing to our mission?
What aspects of our strategy are you most excited about advancing?
How would you describe your ideal working environment?
What support would you need to be successful in this role?

Interview Scorecard

Strategic Vision

0: Not Enough Information Gathered to Evaluate
1: Tactical perspective with limited strategic insight
2: Some strategic thinking but lacks comprehensive vision
3: Strong strategic vision with clear connection to business outcomes
4: Exceptional strategic thinking that identifies unique opportunities and approaches

Business Acumen

0: Not Enough Information Gathered to Evaluate
1: Limited understanding of business context and advertising's role
2: Basic business understanding but gaps in connecting advertising to business outcomes
3: Strong business acumen with clear understanding of advertising's business impact
4: Sophisticated business perspective with innovative approaches to driving value

Industry Knowledge

0: Not Enough Information Gathered to Evaluate
1: Limited awareness of industry trends and challenges
2: Basic industry knowledge but lacks depth or forward-thinking
3: Strong industry insight with good awareness of trends and implications
4: Thought leadership level industry knowledge with unique perspectives

Leadership Potential

0: Not Enough Information Gathered to Evaluate
1: Limited leadership experience or approach
2: Basic leadership capabilities but room for development
3: Strong leadership approach with clear philosophy and examples
4: Exceptional leadership potential that would elevate team performance

Cultural Alignment

0: Not Enough Information Gathered to Evaluate
1: Potential misalignment with organizational values or culture
2: Moderate alignment with some areas for integration
3: Strong alignment with organizational culture and values
4: Exceptional cultural fit with potential to enhance organizational culture

Increase ROAS by 20% within six months

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited strategic approach to performance
2: Likely to Partially Achieve Goal - Basic strategic thinking but may fall short
3: Likely to Achieve Goal - Strong strategic vision aligned with performance goals
4: Likely to Exceed Goal - Exceptional strategic thinking that drives performance beyond goals

Develop cross-platform attribution model

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited strategic understanding of attribution
2: Likely to Partially Achieve Goal - Basic attribution strategy but lacks sophistication
3: Likely to Achieve Goal - Clear attribution vision with strategic implementation approach
4: Likely to Exceed Goal - Advanced attribution strategy with innovative methodology

Establish A/B testing framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited strategic approach to testing
2: Likely to Partially Achieve Goal - Basic testing strategy but not comprehensive
3: Likely to Achieve Goal - Strong testing vision with clear implementation approach
4: Likely to Exceed Goal - Sophisticated testing strategy that drives continuous improvement

Create streamlined reporting system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited strategic thinking about measurement
2: Likely to Partially Achieve Goal - Basic reporting strategy but lacks innovation
3: Likely to Achieve Goal - Strong reporting vision aligned with business needs
4: Likely to Exceed Goal - Exceptional reporting strategy that drives organizational action

Identify and implement new advertising channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Conservative approach to channel expansion
2: Likely to Partially Achieve Goal - Some innovation but limited strategic vision
3: Likely to Achieve Goal - Clear strategy for channel expansion and innovation
4: Likely to Exceed Goal - Exceptional vision for channel innovation and growth

Hiring Recommendation

1: Strong No Hire - Significant strategic or cultural misalignment
2: No Hire - Does not demonstrate sufficient strategic capability or fit
3: Hire - Strong strategic thinker who aligns well with organizational needs
4: Strong Hire - Exceptional strategic leader who would significantly advance advertising capabilities

Debrief Meeting

Directions for Conducting the Debrief Meeting

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.

Start the meeting by reviewing the requirements for the role and the key competencies and goals required to succeed.

The meeting leader should strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or from leadership's opinions.

Scores and interview notes are important data points but should not be the sole factor in making the final decision.

Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Questions to Guide the Debrief Meeting

Question: Does anyone have any questions for the other interviewers about the candidate?

Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

Question: Are there any additional comments about the Candidate?

Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

Question: How did the candidate demonstrate their ability to balance technical advertising knowledge with strategic thinking?

Guidance: Discuss specific examples from the interviews that show the candidate's ability to connect tactical advertising work to broader business objectives.

Question: Is there anything further we need to investigate before making a decision?

Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

Question: Has anyone changed their hire/no-hire recommendation?

Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

Question: If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?

Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

Question: What are the next steps?

Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Checks

Directions for Conducting Reference Checks

Reference checks provide valuable insight into a candidate's past performance, working style, and how they handle different situations. For a Digital Advertising Manager candidate, focus on understanding their technical capabilities, strategic thinking, analytical skills, and how they collaborate with others.

Contact at least two professional references, ideally former managers or stakeholders who worked closely with the candidate. Explain that you're considering the candidate for a Digital Advertising Manager role and would like to ask a few questions about their experience working with them. Let them know the conversation will take about 15-20 minutes.

When speaking with references, listen for specific examples rather than general statements. Pay attention to tone and hesitations, which may indicate areas to probe further. Take detailed notes during the conversation.

This reference check can be repeated with multiple references using the same questions. The insights gathered from multiple perspectives will help form a more complete picture of the candidate.

Questions for Reference Checks

Could you describe your working relationship with [Candidate Name] and the context in which you worked together?

Guidance: This establishes the reference's credibility and relationship with the candidate. Listen for how long they worked together, the reporting relationship, and how closely they collaborated. This context helps you evaluate the reference's other responses.

What would you say are [Candidate Name]'s greatest strengths as a digital advertising professional?

Guidance: Listen for alignment with the key competencies for this role: strategic thinking, analytical capabilities, platform expertise, problem-solving, and communication. Pay attention to specific examples that demonstrate these strengths in action.

Can you tell me about [Candidate Name]'s experience managing digital advertising campaigns? What platforms were they responsible for, and how effectively did they optimize campaign performance?

Guidance: This addresses the candidate's technical expertise and track record of results. Listen for specific platforms they worked with, budget sizes, campaign types, and concrete performance improvements they achieved.

How would you describe [Candidate Name]'s analytical abilities? Can you provide an example of how they used data to drive decisions or improvements?

Guidance: For a Digital Advertising Manager, strong analytical skills are essential. Look for evidence of sophisticated data analysis, clear insights generation, and data-driven decision making. The best answers will include specific improvements that resulted from their analysis.

How effectively did [Candidate Name] collaborate with other teams or stakeholders? Can you share an example of how they handled a challenging cross-functional situation?

Guidance: This question explores the candidate's ability to work with others, especially non-advertising teams. Listen for communication style, stakeholder management approach, and how they balance different perspectives and priorities.

What areas do you think [Candidate Name] could further develop or improve upon?

Guidance: This question helps identify potential development areas. Listen for honesty and specificity in the response. Be cautious if the reference can't identify any areas for improvement, as this may indicate they're not providing a balanced view.

On a scale of 1-10, how likely would you be to hire [Candidate Name] for a Digital Advertising Manager role if you had the opportunity? Why?

Guidance: This forces the reference to quantify their assessment and explain their reasoning. Follow up on the rationale behind their rating, especially if it's lower than expected based on earlier responses.

Reference Check Scorecard

Technical Advertising Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited expertise with advertising platforms or campaign management
2: Adequate technical skills but lacks depth in some areas
3: Strong technical expertise across multiple platforms with proven results
4: Exceptional technical mastery with sophisticated optimization capabilities

Analytical Capabilities

0: Not Enough Information Gathered to Evaluate
1: Basic analytical skills with limited data-driven decision making
2: Good analytical skills but occasionally misses deeper insights
3: Strong analytical capabilities with clear examples of data-driven improvements
4: Exceptional analytical skills with sophisticated approaches to extracting insights

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Primarily tactical focus with limited strategic perspective
2: Some strategic thinking but doesn't consistently connect to business objectives
3: Strong strategic approach with clear alignment to broader goals
4: Exceptional strategic vision that drives significant business impact

Collaboration & Communication

0: Not Enough Information Gathered to Evaluate
1: Sometimes struggles with cross-functional relationships or clear communication
2: Generally works well with others but has occasional challenges
3: Strong collaborator with effective communication across diverse audiences
4: Exceptional relationship builder who elevates team performance through collaboration

Increase ROAS by 20% within six months

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference indicates limited success with performance optimization
2: Likely to Partially Achieve Goal - Some ROAS improvement examples but possibly below target
3: Likely to Achieve Goal - Reference confirms history of comparable ROAS improvements
4: Likely to Exceed Goal - Reference highlights exceptional optimization capabilities exceeding targets

Develop cross-platform attribution model

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited attribution experience mentioned by reference
2: Likely to Partially Achieve Goal - Some attribution work but possibly not comprehensive
3: Likely to Achieve Goal - Reference confirms attribution implementation experience
4: Likely to Exceed Goal - Reference highlights sophisticated attribution work with impressive results

Establish A/B testing framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference indicates limited experience with structured testing
2: Likely to Partially Achieve Goal - Some testing experience but not systematic
3: Likely to Achieve Goal - Reference confirms strong testing approach and methodology
4: Likely to Exceed Goal - Reference highlights exceptional testing frameworks with significant impact

Create streamlined reporting system

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference indicates limited reporting capabilities
2: Likely to Partially Achieve Goal - Some reporting experience but possibly not sophisticated
3: Likely to Achieve Goal - Reference confirms effective reporting systems development
4: Likely to Exceed Goal - Reference highlights innovative reporting approaches with strong impact

Identify and implement new advertising channels

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference indicates conservative approach to new channels
2: Likely to Partially Achieve Goal - Some channel expansion but limited success examples
3: Likely to Achieve Goal - Reference confirms successful implementation of new channels
4: Likely to Exceed Goal - Reference highlights exceptional channel innovation with strong results

Frequently Asked Questions

What are the most important qualities to look for in a Digital Advertising Manager?

Look for a blend of analytical skills, platform expertise, strategic thinking, adaptability, and communication abilities. The ideal candidate should be equally comfortable analyzing campaign data as they are presenting insights to stakeholders. Evidence of data-driven decision making and a track record of performance improvement are particularly important. Check out our blog post on how to conduct a job interview for more general guidance.

How should I evaluate a candidate's technical knowledge of advertising platforms?

In the work sample exercise, observe how they navigate platform-specific questions and optimization strategies. Look for knowledge of advanced features, not just basics. Ask for specific examples of how they've leveraged different platform capabilities to improve performance. Strong candidates will demonstrate platform expertise while also understanding when to use each platform for different objectives.

What if a candidate has experience with different advertising platforms than what we use?

Focus on transferable skills and learning agility rather than specific platform experience. The fundamentals of digital advertising (audience targeting, creative testing, performance optimization) are consistent across platforms. Ask about their approach to learning new platforms and technologies. Candidates with a strong analytical foundation and adaptive mindset can quickly master new platforms.

How can I determine if a candidate can effectively balance creative and analytical aspects of digital advertising?

Look for examples where they've collaborated with creative teams while maintaining focus on performance metrics. Strong candidates will demonstrate how they've used data to inform creative decisions while respecting brand guidelines and messaging objectives. The work sample and team interview are particularly useful for evaluating this balance.

What red flags should I watch for when interviewing Digital Advertising Manager candidates?

Be cautious of candidates who focus exclusively on vanity metrics rather than business outcomes, who can't provide specific examples of optimization strategies, or who lack a systematic approach to testing and learning. Also watch for candidates who can't clearly explain how they measure success or who struggle to communicate technical concepts to non-technical audiences.

How should we onboard a new Digital Advertising Manager for maximum success?

Provide access to historical campaign data and performance metrics early. Schedule introductions with key stakeholders across departments. Establish clear KPIs and initial priorities. Allow time for platform and account audits before expecting major changes. Consider having them document their observations and recommendations after 30 days as a way to capture fresh perspectives.