Interview Guide for

Digital Marketing Strategist

This comprehensive Digital Marketing Strategist interview guide empowers hiring teams to conduct structured, behavior-focused interviews that identify candidates with the perfect blend of marketing expertise, analytical capabilities, and strategic thinking. By following this methodology, you'll consistently identify candidates with the skills and traits needed to develop and execute effective digital marketing strategies that drive business growth.

How to Use This Guide

This guide provides a flexible framework for interviewing Digital Marketing Strategist candidates while maintaining consistency across your hiring process. To get the most out of it:

Customize as needed - Adapt questions to your company's specific digital marketing challenges and priorities
Collaborate with your team - Share this guide with all interviewers to ensure alignment on what you're looking for
Maintain consistency - Ask core questions to all candidates to enable fair, objective comparisons
Leverage the follow-up questions - Probe deeper based on initial answers to gain full context of candidates' experiences
Score independently - Have each interviewer complete their scoring before discussing candidate performance
Use the scorecards - The structured evaluation criteria help reduce bias and focus on what matters most

For additional insights on creating effective interview processes, check out our article on why you should use structured interviews when hiring.

Job Description

Digital Marketing Strategist

About [Company]

[Company] is a forward-thinking organization dedicated to [brief description of company mission and values]. We're passionate about leveraging digital technologies to help our clients achieve their business objectives and stay ahead in today's competitive marketplace.

The Role

As a Digital Marketing Strategist at [Company], you'll play a crucial role in developing and implementing data-driven digital marketing strategies that achieve measurable results. You'll work collaboratively across teams to create integrated campaigns that drive brand awareness, engagement, and conversion. This is an opportunity to make a significant impact on our clients' digital presence and business growth.

Key Responsibilities

Develop comprehensive digital marketing strategies aligned with business objectives
Analyze digital marketing performance data to identify trends, opportunities, and areas for improvement
Lead SEO initiatives including keyword research, on-page optimization, and content strategy
Plan and manage SEM campaigns across various platforms
Develop and optimize content marketing initiatives across multiple channels
Create and implement social media strategies to grow engagement and community
Stay current with emerging digital marketing trends and technologies
Collaborate with cross-functional teams including creative, development, and analytics
Present strategic recommendations to stakeholders with clear rationales
Monitor and report on KPIs to measure the effectiveness of digital marketing efforts

What We're Looking For

3-5 years of experience in digital marketing with a focus on strategy development
Strong understanding of SEO, SEM, content marketing, and social media best practices
Excellent analytical skills with experience using tools like Google Analytics, Adobe Analytics, etc.
Experience with digital marketing tools and platforms (e.g., Google Ads, Facebook Business Manager)
Data-driven approach to decision making with strong problem-solving abilities
Exceptional written and verbal communication skills
Demonstrated ability to manage multiple projects simultaneously
Bachelor's degree in Marketing, Business, or related field (or equivalent experience)
Digital marketing certifications preferred (Google Analytics, Google Ads, etc.)

Why Join [Company]

We offer an innovative, collaborative work environment where your ideas are valued and your career growth is prioritized. You'll work with cutting-edge marketing technologies and talented professionals who are passionate about what they do.

Competitive salary: [Pay Range]
Comprehensive benefits package including health, dental, and vision insurance
401(k) matching program
Flexible work arrangements
Professional development opportunities
Collaborative, inclusive culture

Hiring Process

We've designed our hiring process to be thorough yet efficient, allowing us to make quick decisions while ensuring we find the right candidate for our team.

Initial Screening Call: A 30-minute conversation with our recruiter to discuss your background and experience in digital marketing.
Digital Marketing Assessment: You'll complete a practical assessment that demonstrates your approach to developing a digital marketing strategy.
Technical Interview: A deeper dive into your digital marketing expertise, analytical capabilities, and strategic thinking with our marketing team.
Team & Leadership Interview: Meet with potential teammates and leaders to discuss collaboration and cultural fit.

Ideal Candidate Profile (Internal)

Role Overview

The Digital Marketing Strategist will develop and execute comprehensive digital marketing strategies that drive business results. This role requires a strategic thinker who can analyze data, identify opportunities, and translate insights into actionable marketing plans. The ideal candidate combines analytical prowess with creative thinking and possesses deep knowledge of digital marketing channels, tools, and best practices.

Essential Behavioral Competencies

Strategic Thinking - Ability to develop long-term marketing plans aligned with business objectives, anticipate market trends, and identify opportunities to gain competitive advantage through digital channels.

Data-Driven Decision Making - Skilled at gathering, analyzing, and interpreting marketing data to inform strategy development, campaign optimization, and resource allocation decisions.

Adaptability - Demonstrates flexibility in adjusting strategies and tactics based on performance metrics, market changes, or new technologies; comfortable working in a fast-paced, evolving digital landscape.

Communication - Effectively communicates complex digital marketing concepts to various stakeholders, translates technical information for non-technical audiences, and presents strategic recommendations clearly and persuasively.

Collaboration - Works effectively with cross-functional teams including creative, content, development, and analytics to develop and implement integrated marketing initiatives.

Desired Outcomes

Develop and implement a comprehensive digital marketing strategy that increases organic traffic by 25% within the first year
Optimize paid search campaigns to reduce cost-per-acquisition by 15% while maintaining or increasing conversion volume
Create and execute content marketing initiatives that improve engagement metrics by 30% across digital channels
Build and manage a social media strategy that increases follower growth by 20% and engagement by 35%
Establish robust reporting frameworks that clearly demonstrate ROI for all digital marketing initiatives

Ideal Candidate Traits

Digital Marketing Expertise: Deep understanding of SEO, SEM, content marketing, social media, and emerging digital trends with proven success implementing multi-channel strategies
Analytical Mindset: Natural inclination to use data in decision-making with proficiency in digital analytics tools and the ability to derive actionable insights from complex datasets
Results-Oriented: History of driving measurable business outcomes through digital marketing initiatives with a focus on ROI
Innovative Thinker: Stays ahead of industry trends and continuously brings fresh ideas for leveraging new channels, technologies, and approaches
Business Acumen: Understands how digital marketing efforts tie to broader business objectives and can align strategies accordingly
Adaptable Problem-Solver: Quickly pivots when strategies aren't delivering expected results and finds creative solutions to marketing challenges
Communication Skills: Excellent written and verbal communication abilities with experience presenting to senior stakeholders
Technical Proficiency: Comfortable working with marketing technology platforms and has sufficient technical knowledge to collaborate effectively with developers

Screening Interview

Directions for the Interviewer

This initial screening interview aims to quickly assess whether the candidate has the foundational skills, experience, and approach needed for success as a Digital Marketing Strategist. The questions cover key areas including digital marketing expertise, analytical capabilities, strategic thinking, and communication skills.

Focus on understanding the candidate's actual experience implementing digital marketing strategies and the results they've achieved. Listen for evidence of data-driven decision making, experience across multiple digital channels, and the ability to think strategically while executing tactically. This interview should help determine if the candidate warrants moving forward to more in-depth assessments.

Be sure to leave approximately 5-10 minutes at the end for candidate questions. Their questions can provide valuable insight into what they prioritize and how they think about digital marketing strategy.

Directions to Share with Candidate

"Today, we'll be discussing your experience in digital marketing, particularly your strategic approach and how you've handled various marketing challenges. I'm interested in understanding your background developing and implementing digital marketing strategies, your analytical capabilities, and how you've approached different marketing channels. Feel free to share specific examples and results from your work. We'll have time at the end for any questions you have about the role or our company."

Interview Questions

Tell me about your experience developing comprehensive digital marketing strategies. What approach do you typically take to ensure your strategies align with business objectives?

Areas to Cover

Their process for developing digital marketing strategies
How they gather inputs and incorporate business objectives
Methods for identifying target audiences and channel selection
How they set KPIs and measure success
Example of a successful strategy they developed and implemented

Possible Follow-up Questions

What business challenges was your strategy trying to address?
How did you identify which digital channels to prioritize?
What stakeholders did you involve in strategy development?
How did you measure the effectiveness of the strategy?

Walk me through your experience with SEO and SEM. What specific campaigns or initiatives have you led, and what results did you achieve?

Areas to Cover

Specific SEO tactics they've implemented (technical, on-page, off-page)
Experience with keyword research and content optimization
SEM campaign management experience (platforms, budgets, targeting)
Results achieved in terms of traffic, rankings, conversions, or ROI
How they stay current with algorithm updates and industry changes

Possible Follow-up Questions

What tools do you use for SEO analysis and keyword research?
How do you approach optimizing landing pages for both SEO and PPC?
Can you share an example of how you've improved organic search performance?
How do you allocate budget across different paid search platforms?

Describe your approach to data analysis for digital marketing. How do you translate data into actionable insights?

Areas to Cover

Analytics tools and platforms they're experienced with
Their process for analyzing marketing performance data
How they identify trends and opportunities from data
Experience creating reports and dashboards
Examples of data-driven decisions that improved results

Possible Follow-up Questions

What metrics do you consider most important for evaluating digital marketing success?
Can you share an example of a data insight that led to a significant strategy change?
How do you approach attribution in your analytics?
How do you make data accessible to non-technical stakeholders?

How do you stay current with the constantly evolving digital marketing landscape? Can you share an example of how you've successfully implemented a new digital marketing trend or technology?

Areas to Cover

Resources they use to stay updated on industry trends
Professional development activities or certifications
Their approach to evaluating new technologies or trends
Experience implementing innovative marketing approaches
How they balance innovation with proven tactics

Possible Follow-up Questions

What emerging trend do you think will have the biggest impact on digital marketing in the next year?
How do you determine if a new marketing tactic or technology is worth pursuing?
What was the most challenging aspect of implementing that new approach?
What resources or communities do you find most valuable for staying current?

Tell me about a time when you had to adjust a digital marketing strategy due to poor performance or changing business needs. How did you approach the situation and what was the outcome?

Areas to Cover

Their ability to recognize when strategies need adjustment
How they diagnose performance issues
Their process for making data-driven strategy changes
Experience communicating necessary changes to stakeholders
Results achieved after strategic pivots

Possible Follow-up Questions

What early indicators told you the strategy needed adjustment?
How did you get buy-in for the changes from stakeholders?
What specific changes did you implement?
What did you learn from this experience that you've applied to future strategies?

How do you approach collaboration with cross-functional teams (e.g., creative, development, sales) when implementing digital marketing initiatives?

Areas to Cover

Experience working with different departments on marketing projects
Their approach to managing dependencies across teams
Communication style with technical and non-technical collaborators
How they handle potential conflicts or competing priorities
Examples of successful cross-functional collaborations

Possible Follow-up Questions

How do you ensure everyone understands their role in a marketing initiative?
What challenges have you faced when working with technical teams?
How do you balance creative vision with technical constraints?
Can you share an example of how you've resolved a conflict with another team?

Interview Scorecard

Digital Marketing Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited experience across digital marketing channels; lacks depth in key areas like SEO, SEM, or content marketing
2: Has experience with multiple digital channels but may be stronger in some areas than others
3: Demonstrates solid knowledge and practical experience across all major digital marketing channels
4: Exceptional expertise with proven success leading sophisticated, integrated digital marketing strategies

Analytical Capabilities

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of marketing analytics; limited experience translating data into insights
2: Comfortable with data analysis but may need development in connecting metrics to business outcomes
3: Strong analytical skills with experience using data to drive strategy and optimization
4: Exceptional data analysis capabilities; consistently leverages advanced analytics to drive superior results

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Tends to focus on tactics over strategy; limited experience developing comprehensive marketing plans
2: Demonstrates some strategic thinking but may need guidance aligning initiatives to broader objectives
3: Shows clear ability to develop cohesive strategies aligned with business goals
4: Exceptional strategic mindset; consistently develops innovative approaches that drive significant business impact

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Communication lacks clarity or struggles to explain complex marketing concepts
2: Communicates adequately but may need development in presenting to senior stakeholders
3: Strong communicator who can effectively explain digital marketing concepts to various audiences
4: Exceptional communicator; articulates complex strategies clearly and persuasively to all stakeholders

Increase organic traffic by 25% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Shows limited understanding of SEO or how to drive significant organic growth
2: Likely to Partially Achieve Goal - Has some SEO experience but may struggle to reach the full 25% target
3: Likely to Achieve Goal - Demonstrates solid SEO expertise and strategic approach to growing organic traffic
4: Likely to Exceed Goal - Exceptional SEO track record with proven success driving substantial organic growth

Optimize paid search campaigns to reduce cost-per-acquisition by 15%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited PPC experience or sophistication in campaign optimization
2: Likely to Partially Achieve Goal - Has basic PPC knowledge but may not achieve the full 15% improvement
3: Likely to Achieve Goal - Strong PPC expertise with proven track record of improving campaign efficiency
4: Likely to Exceed Goal - Exceptional PPC optimization skills with history of significantly reducing acquisition costs

Create content marketing initiatives that improve engagement metrics by 30%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Shows limited understanding of content strategy or engagement drivers
2: Likely to Partially Achieve Goal - Has content marketing experience but may not reach 30% improvement
3: Likely to Achieve Goal - Strong content marketing expertise with clear understanding of engagement strategies
4: Likely to Exceed Goal - Exceptional content strategist with proven success dramatically improving engagement

Build a social media strategy that increases follower growth by 20% and engagement by 35%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited social media expertise or understanding of growth tactics
2: Likely to Partially Achieve Goal - Has social media experience but may struggle to reach both targets
3: Likely to Achieve Goal - Strong social media strategist with proven success growing audiences and engagement
4: Likely to Exceed Goal - Exceptional social media expertise with track record of exceeding similar targets

Establish robust reporting frameworks that clearly demonstrate ROI

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited experience with marketing attribution or ROI measurement
2: Likely to Partially Achieve Goal - Understands ROI measurement but may need help with complex attribution
3: Likely to Achieve Goal - Demonstrates clear expertise in marketing measurement and reporting frameworks
4: Likely to Exceed Goal - Exceptional at developing sophisticated attribution models and ROI demonstration

Hiring Recommendation

1: Strong No Hire - Does not meet our minimum requirements for the role
2: No Hire - Has some positive attributes but significant gaps in critical areas
3: Hire - Meets our requirements and would likely succeed in this role
4: Strong Hire - Exceptional candidate who would make substantial contributions

Digital Marketing Strategy Assessment

Directions for the Interviewer

This assessment evaluates the candidate's ability to develop a digital marketing strategy for a real business scenario. It tests their strategic thinking, channel expertise, analytical approach, and ability to connect marketing activities to business outcomes. The exercise simulates the actual work they would do in the role, providing insight into both their thought process and technical marketing knowledge.

Before the interview, provide the candidate with a brief that outlines a fictional (or anonymized real) business situation and marketing objectives. Give them 24-48 hours to prepare a digital marketing strategy presentation. The brief should include information about the business, target audience, current digital presence, objectives, and constraints (budget, timeline, etc.).

During the interview, have the candidate present their strategy (20-25 minutes) followed by 20-25 minutes of questions to probe their thinking. Look for evidence of strategic thinking, channel expertise, data-driven approach, and creativity. Pay attention to how they prioritize initiatives, allocate resources, and plan to measure success.

Directions to Share with Candidate

"Thank you for preparing a digital marketing strategy based on the brief we provided. Today, we'd like you to walk us through your strategy, explaining your approach, priorities, and rationale. After your presentation, we'll have a discussion to explore your thinking in more depth.

We're interested in understanding how you develop digital marketing strategies, prioritize channels and initiatives, allocate resources, and measure success. Feel free to acknowledge any assumptions you made where information wasn't provided in the brief. We'll have about 45 minutes total, with 20-25 minutes for your presentation and the remaining time for discussion."

Assessment Scorecard

Strategic Approach

0: Not Enough Information Gathered to Evaluate
1: Strategy lacks cohesion or clear alignment to business objectives
2: Presents a somewhat cohesive strategy but may miss critical connections to business goals
3: Develops a well-structured strategy clearly aligned with business objectives
4: Exceptional strategic vision with innovative approaches directly supporting business goals

Channel Expertise

0: Not Enough Information Gathered to Evaluate
1: Shows limited understanding of digital channel selection, strengths, and integration
2: Demonstrates adequate knowledge of channels but may not optimize their integration
3: Shows strong expertise across channels with thoughtful integration approach
4: Exceptional channel mastery with sophisticated integration and innovative applications

Data-Driven Approach

0: Not Enough Information Gathered to Evaluate
1: Limited incorporation of data or measurement in strategy planning
2: Includes some measurement approaches but may not fully connect metrics to objectives
3: Demonstrates clear data-driven methodology with appropriate KPIs and measurement plan
4: Exceptional analytical framework with sophisticated measurement and optimization plan

Resource Allocation

0: Not Enough Information Gathered to Evaluate
1: Vague or unrealistic approach to budget and resource allocation
2: Reasonable allocation plan but may lack prioritization or flexibility
3: Well-thought-out allocation with clear priorities and contingencies
4: Sophisticated allocation model with excellent prioritization and optimization approach

Increase organic traffic by 25% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Strategy lacks clear SEO initiatives or realistic approach to traffic growth
2: Likely to Partially Achieve Goal - Has SEO components but may not be robust enough for 25% growth
3: Likely to Achieve Goal - Strong SEO strategy with clear path to achieving traffic growth target
4: Likely to Exceed Goal - Exceptional SEO approach with innovative tactics likely to exceed target

Optimize paid search campaigns to reduce cost-per-acquisition by 15%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - PPC approach lacks sophistication or clear optimization tactics
2: Likely to Partially Achieve Goal - Some PPC optimization strategies but may not reach 15% improvement
3: Likely to Achieve Goal - Comprehensive PPC strategy with clear path to efficiency improvements
4: Likely to Exceed Goal - Sophisticated PPC approach with innovative optimization tactics

Create content marketing initiatives that improve engagement metrics by 30%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Content approach lacks depth or clear engagement strategy
2: Likely to Partially Achieve Goal - Has content components but may not drive 30% engagement lift
3: Likely to Achieve Goal - Strong content strategy with clear tactics to boost engagement
4: Likely to Exceed Goal - Exceptional content approach with innovative engagement tactics

Build a social media strategy that increases follower growth by 20% and engagement by 35%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Social approach lacks sophistication or growth tactics
2: Likely to Partially Achieve Goal - Basic social strategy but may not achieve both targets
3: Likely to Achieve Goal - Comprehensive social strategy with clear path to audience and engagement growth
4: Likely to Exceed Goal - Innovative social approach with tactics likely to exceed both targets

Establish robust reporting frameworks that clearly demonstrate ROI

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Measurement approach is basic with limited ROI attribution
2: Likely to Partially Achieve Goal - Includes measurement plan but ROI framework may be incomplete
3: Likely to Achieve Goal - Strong measurement strategy with clear ROI attribution approach
4: Likely to Exceed Goal - Sophisticated measurement framework with innovative ROI demonstration

Hiring Recommendation

1: Strong No Hire - Strategy demonstrates significant gaps in critical areas
2: No Hire - Strategy shows some potential but falls short in important aspects
3: Hire - Strategy demonstrates solid digital marketing expertise and approach
4: Strong Hire - Strategy showcases exceptional digital marketing capabilities

Technical Marketing Interview

Directions for the Interviewer

This interview dives deeper into the candidate's technical marketing knowledge, analytical capabilities, and experience across digital marketing channels. The goal is to assess the depth of their expertise and ability to apply it to complex marketing scenarios.

Focus on evaluating the candidate's hands-on experience with specific platforms, tools, and methodologies. Ask for concrete examples of how they've implemented strategies and the results they've achieved. Probe for technical details that reveal their level of expertise.

Look for evidence of both technical proficiency and strategic application. The best candidates will demonstrate not just how to use specific tools but how they leverage them to achieve business objectives. Pay attention to how they measure success and optimize based on performance data.

Be sure to leave 10-15 minutes at the end for the candidate to ask questions. Their questions can provide additional insight into their technical knowledge and strategic thinking.

Directions to Share with Candidate

"In this interview, we'll be exploring your technical expertise across various digital marketing channels and tools. I'll ask detailed questions about your experience with SEO, SEM, analytics, content marketing, and social media. For each area, I'm interested in understanding the specific strategies and tactics you've implemented, the tools you've used, and the results you've achieved. Feel free to share concrete examples from your work. We'll have time at the end for any questions you have about the technical aspects of this role."

Interview Questions

Describe your experience with SEO. What specific technical and content optimization strategies have you implemented, and what results did they drive?

Areas to Cover

Technical SEO experience (site architecture, schema markup, page speed optimization, mobile-friendliness)
On-page optimization approaches (keyword research, content optimization, meta elements)
Off-page strategies (link building, content marketing for SEO)
Local SEO experience if relevant
Specific tools used for SEO analysis and implementation
Metrics used to measure SEO success and examples of improvements achieved

Possible Follow-up Questions

How do you approach keyword research and prioritization?
What has been your approach to improving page load speed?
How do you stay current with Google algorithm updates?
Can you share a specific example of how you improved organic rankings for a difficult keyword?

Walk me through your experience with paid search and social advertising. What platforms have you worked with, and how do you approach campaign structure, optimization, and measurement?

Areas to Cover

Experience with specific platforms (Google Ads, Bing Ads, Facebook, LinkedIn, etc.)
Campaign structure and organization methodologies
Audience targeting strategies
Bidding strategies and budget management
Ad creative development and testing
Tracking and attribution approaches
Examples of campaign optimization tactics and results achieved

Possible Follow-up Questions

How do you approach budget allocation across different platforms?
What's your methodology for A/B testing ad copy or creative?
How do you optimize for quality score in Google Ads?
Can you share an example of how you've improved ROAS for a campaign?

How do you use analytics to inform digital marketing strategy and optimization? Walk me through your approach to data analysis, reporting, and turning insights into action. (Data-Driven Decision Making)

Areas to Cover

Experience with analytics platforms (Google Analytics, Adobe Analytics, etc.)
Custom reporting and dashboard creation
Conversion tracking and attribution modeling
Event tracking and user behavior analysis
A/B testing methodologies
Example of a data insight that led to a significant strategy change
How they communicate data insights to stakeholders

Possible Follow-up Questions

How do you approach attribution modeling for campaigns spanning multiple channels?
What metrics do you typically include in executive-level reporting?
How do you use cohort analysis in your marketing optimization?
Can you explain how you've used data to identify and resolve a conversion funnel issue?

Tell me about your experience developing and executing content marketing strategies. How do you approach content planning, creation, distribution, and measurement? (Communication)

Areas to Cover

Content strategy development process
Content planning and editorial calendar management
Content formats and channels they've worked with
How they align content with buyer journey stages
Content distribution and promotion tactics
Methods for measuring content effectiveness
Examples of successful content marketing initiatives they've led

Possible Follow-up Questions

How do you determine what content topics to prioritize?
What tools do you use for content planning and performance measurement?
How do you optimize existing content versus creating new content?
Can you share an example of how you've repurposed content across different channels?

Describe your approach to social media strategy and community management. What platforms have you worked with, and how do you measure social media effectiveness? (Collaboration)

Areas to Cover

Experience with specific social platforms and their unique characteristics
Social media strategy development process
Organic content strategy and posting cadence
Community management and engagement approaches
Crisis management on social media
Social listening and insights gathering
Measurement framework for social media effectiveness
Examples of successful social initiatives they've managed

Possible Follow-up Questions

How do you develop different content strategies for different social platforms?
What tools do you use for social media management and measurement?
How do you approach responding to negative feedback on social channels?
Can you share an example of how you've used social listening to inform broader marketing strategy?

How do you stay current with rapidly evolving digital marketing technologies and algorithm changes? Give me an example of how you've successfully implemented a new technology or adapted to a major platform change. (Adaptability)

Areas to Cover

Resources they use to stay informed about industry changes
Process for evaluating new technologies or approaches
Professional development activities and certifications
Experience implementing new marketing technologies
Examples of adapting strategy due to platform changes (e.g., iOS privacy changes, Google algorithm updates)
How they balance innovation with proven tactics

Possible Follow-up Questions

What recent digital marketing change has had the biggest impact on your approach?
How do you evaluate whether a new marketing technology is worth implementing?
What's your process for testing new platforms or tactics?
How do you help teams adapt to significant platform or technology changes?

Interview Scorecard

SEO Expertise

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of SEO; limited hands-on experience with technical and content optimization
2: Working knowledge of SEO principles; some experience implementing SEO strategies
3: Strong SEO expertise across technical, on-page, and off-page areas with proven results
4: Exceptional SEO mastery; extensive experience developing sophisticated strategies with significant impact

Paid Media Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited experience managing paid campaigns; basic understanding of platform capabilities
2: Competent with major paid platforms; some experience optimizing campaigns
3: Strong paid media expertise; proven success managing and optimizing complex campaigns
4: Exceptional paid media mastery; sophisticated campaign management with outstanding results

Analytics Proficiency

0: Not Enough Information Gathered to Evaluate
1: Basic use of analytics tools; limited experience with advanced analysis
2: Competent with analytics platforms; some experience deriving insights and recommendations
3: Strong analytics capabilities; consistently leverages data for strategy and optimization
4: Exceptional analytics expertise; sophisticated analysis approaches driving significant improvements

Content Marketing Skills

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of content marketing; limited strategic approach
2: Competent content marketing knowledge; some experience developing content strategies
3: Strong content marketing expertise; proven success planning and executing effective strategies
4: Exceptional content marketing mastery; innovative approaches with outstanding results

Social Media Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited experience managing social media; basic platform knowledge
2: Competent with major social platforms; some strategic experience
3: Strong social media expertise across platforms with proven community growth
4: Exceptional social media mastery; sophisticated strategies driving significant engagement

Increase organic traffic by 25% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Demonstrates limited SEO expertise or strategy
2: Likely to Partially Achieve Goal - Has SEO capabilities but may not reach full 25% target
3: Likely to Achieve Goal - Strong SEO expertise with proven approaches to grow traffic
4: Likely to Exceed Goal - Exceptional SEO capabilities with history of exceeding similar targets

Optimize paid search campaigns to reduce cost-per-acquisition by 15%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Shows limited paid search optimization knowledge
2: Likely to Partially Achieve Goal - Has optimization experience but may not reach 15% target
3: Likely to Achieve Goal - Strong paid search expertise with proven efficiency improvements
4: Likely to Exceed Goal - Exceptional paid search capabilities with history of significant CPA reduction

Create content marketing initiatives that improve engagement metrics by 30%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Demonstrates limited content engagement strategy knowledge
2: Likely to Partially Achieve Goal - Has content capabilities but may not reach 30% improvement
3: Likely to Achieve Goal - Strong content expertise with proven engagement tactics
4: Likely to Exceed Goal - Exceptional content capabilities with history of dramatic engagement improvements

Build a social media strategy that increases follower growth by 20% and engagement by 35%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Shows limited social growth and engagement strategy knowledge
2: Likely to Partially Achieve Goal - Has social capabilities but may not reach both targets
3: Likely to Achieve Goal - Strong social expertise with proven growth and engagement tactics
4: Likely to Exceed Goal - Exceptional social capabilities with history of exceeding similar targets

Establish robust reporting frameworks that clearly demonstrate ROI

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited analytics expertise or ROI measurement experience
2: Likely to Partially Achieve Goal - Has analytics capabilities but ROI framework may be basic
3: Likely to Achieve Goal - Strong analytics expertise with clear approach to ROI demonstration
4: Likely to Exceed Goal - Exceptional analytics capabilities with sophisticated ROI frameworks

Hiring Recommendation

1: Strong No Hire - Significant gaps in technical marketing knowledge
2: No Hire - Some technical competence but lacks depth in critical areas
3: Hire - Strong technical marketing expertise across key areas
4: Strong Hire - Exceptional technical marketing mastery; would elevate our capabilities

Leadership & Collaboration Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's abilities to collaborate with cross-functional teams, communicate effectively with stakeholders, and demonstrate leadership in delivering marketing initiatives. As a Digital Marketing Strategist needs to work with various departments and potentially manage projects or teams, these skills are critical to their success.

Focus on understanding how the candidate works with others, handles challenging situations, communicates complex information, and drives projects to completion. Look for evidence of their ability to build relationships, influence without authority, manage conflicting priorities, and lead initiatives successfully.

Pay particular attention to how they tailor their communication to different audiences, gain buy-in for their ideas, resolve conflicts, and maintain effective working relationships across departments. The best candidates will demonstrate both leadership capabilities and collaborative skills.

Be sure to leave approximately 10-15 minutes at the end for the candidate to ask questions. Their questions can provide additional insight into how they think about team dynamics and collaboration.

Directions to Share with Candidate

"In this interview, we'll be focusing on your experience working with cross-functional teams, communicating with different stakeholders, and leading marketing initiatives. I'm interested in understanding how you collaborate with others, handle challenges, and drive projects to successful completion. Please share specific examples that illustrate your approach to teamwork, communication, and leadership. We'll have time at the end for any questions you might have about our team dynamics and collaboration processes."

Interview Questions

Tell me about a time when you had to collaborate with multiple departments (such as creative, development, sales) to implement a digital marketing initiative. How did you approach the collaboration, and what was the outcome? (Collaboration)

Areas to Cover

How they initiated and structured the cross-functional collaboration
Their approach to aligning different departmental priorities and objectives
Communication methods used to keep everyone informed and engaged
How they handled dependencies and coordinated work across teams
Challenges faced in the collaboration and how they were addressed
Results achieved through the collaborative effort
Lessons learned about effective cross-functional teamwork

Possible Follow-up Questions

How did you ensure all teams understood the marketing objectives?
What was the most challenging aspect of working with these different teams?
How did you handle situations where departmental priorities conflicted?
What would you do differently if you could do this project again?

Describe a situation where you had to present complex digital marketing data or recommendations to non-technical stakeholders. How did you make your information accessible and compelling? (Communication)

Areas to Cover

Their process for translating technical marketing information for non-technical audiences
How they identified what was most relevant to different stakeholders
Visualization or presentation techniques used to simplify complex data
How they connected marketing metrics to business outcomes
Examples of questions or pushback they received and how they handled them
The outcome of their presentation and any decisions that resulted
Lessons learned about effective stakeholder communication

Possible Follow-up Questions

How did you determine which metrics would be most meaningful to these stakeholders?
What visual techniques have you found most effective for explaining complex data?
How did you handle questions you couldn't immediately answer?
What feedback did you receive on your communication approach?

Tell me about a time when you led a significant digital marketing project or initiative. What was your leadership approach, and how did you ensure successful execution? (Strategic Thinking, Adaptability)

Areas to Cover

The scope and objectives of the project they led
Their process for planning and organizing the work
How they assembled and motivated the team
Their approach to tracking progress and maintaining accountability
Challenges faced during the project and how they overcame them
How they adapted when things didn't go according to plan
Results achieved and lessons learned about effective project leadership

Possible Follow-up Questions

How did you determine priorities and allocate resources for this initiative?
What was the most challenging aspect of leading this project?
How did you keep stakeholders informed of progress and changes?
What would you do differently if you were leading a similar project today?

Describe a situation where you faced significant resistance or skepticism about a digital marketing strategy or initiative you proposed. How did you handle it? (Adaptability, Communication)

Areas to Cover

The nature of the resistance or skepticism they encountered
How they sought to understand the concerns of the skeptical parties
Their approach to building a compelling case for their proposed strategy
Specific tactics used to address objections and gain buy-in
Compromises or adjustments they made based on the feedback
The ultimate outcome and whether they were able to move forward
Lessons learned about overcoming resistance to new marketing approaches

Possible Follow-up Questions

What do you think was the root cause of the resistance?
How did you tailor your approach to different stakeholders?
Were there any valid points in the skepticism that improved your proposal?
How did this experience change how you propose new initiatives?

Tell me about a time when a digital marketing initiative didn't perform as expected. How did you identify the issues, communicate with stakeholders, and course correct? (Data-Driven Decision Making, Adaptability)

Areas to Cover

The nature of the underperforming initiative and expected versus actual results
How they identified and diagnosed the performance issues
Their process for developing a course correction plan
How they communicated the challenges and proposed solutions to stakeholders
Steps taken to implement changes and improve performance
The outcome after course correction
Lessons learned about handling underperforming initiatives

Possible Follow-up Questions

What early indicators suggested the initiative wasn't performing as expected?
How did you balance the need to give the initiative time versus making changes?
How did stakeholders respond to the news about underperformance?
What preventative measures did you implement for future initiatives based on this experience?

How do you approach prioritizing marketing activities when you have limited resources and multiple stakeholders with competing priorities? (Strategic Thinking, Collaboration)

Areas to Cover

Their framework for evaluating and prioritizing marketing activities
How they assess potential impact and resource requirements
Their approach to understanding and balancing stakeholder needs
Communication methods used to manage expectations
Examples of difficult prioritization decisions they've made
How they've maintained stakeholder relationships despite saying "no" or "not yet"
Lessons learned about effective prioritization and stakeholder management

Possible Follow-up Questions

What criteria do you use to determine which initiatives take priority?
How do you communicate prioritization decisions to disappointed stakeholders?
How do you handle urgent requests that threaten to derail your planned priorities?
Can you share an example of when you had to say no to a high-level stakeholder?

Interview Scorecard

Collaboration Skills

0: Not Enough Information Gathered to Evaluate
1: Struggles to work effectively with cross-functional teams; limited partnership approach
2: Generally works well with others but may face challenges with certain departments
3: Strong collaborator who builds effective relationships across functions
4: Exceptional collaborative leader who creates high-performing cross-functional partnerships

Communication Effectiveness

0: Not Enough Information Gathered to Evaluate
1: Communication lacks clarity or persuasiveness, especially with non-technical audiences
2: Communicates adequately but may struggle with complex topics or challenging stakeholders
3: Strong communicator who effectively translates complex information for various audiences
4: Exceptional communicator who inspires and influences through clear, compelling messaging

Leadership Capability

0: Not Enough Information Gathered to Evaluate
1: Limited experience or effectiveness in leading initiatives or influencing others
2: Shows some leadership potential but may need development in certain aspects
3: Demonstrates strong leadership skills in driving initiatives and guiding teams
4: Exceptional leader who consistently delivers results through others and elevates team performance

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Resistant to change or struggles when plans are disrupted
2: Manages change adequately but may need time to adjust to new circumstances
3: Adapts well to changing situations with a positive, solution-oriented approach
4: Exceptionally agile in responding to changes; thrives in dynamic environments

Stakeholder Management

0: Not Enough Information Gathered to Evaluate
1: Difficulty managing competing stakeholder interests or building stakeholder relationships
2: Manages stakeholders adequately but may struggle with conflicting priorities
3: Strong stakeholder management with ability to balance needs and maintain relationships
4: Exceptional stakeholder navigator who proactively manages expectations and builds advocacy

Increase organic traffic by 25% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Lacks collaborative approach needed to implement SEO initiatives
2: Likely to Partially Achieve Goal - Can work with teams but may struggle with comprehensive execution
3: Likely to Achieve Goal - Strong collaboration skills to implement effective SEO strategies
4: Likely to Exceed Goal - Exceptional ability to lead cross-functional SEO initiatives for maximum impact

Optimize paid search campaigns to reduce cost-per-acquisition by 15%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Insufficient leadership to drive optimization initiatives
2: Likely to Partially Achieve Goal - Can manage optimization but may not achieve full target
3: Likely to Achieve Goal - Strong leadership skills to drive comprehensive optimization
4: Likely to Exceed Goal - Exceptional ability to lead and innovate for maximum efficiency gains

Create content marketing initiatives that improve engagement metrics by 30%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited collaboration skills for content creation and distribution
2: Likely to Partially Achieve Goal - Can coordinate content efforts but may not reach full potential
3: Likely to Achieve Goal - Strong collaborative approach to content creation and optimization
4: Likely to Exceed Goal - Exceptional leadership of cross-functional content initiatives

Build a social media strategy that increases follower growth by 20% and engagement by 35%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Insufficient stakeholder management for effective social strategy
2: Likely to Partially Achieve Goal - Can coordinate social efforts but may face execution challenges
3: Likely to Achieve Goal - Strong leadership and collaboration skills for social media success
4: Likely to Exceed Goal - Exceptional ability to rally teams around social media initiatives

Establish robust reporting frameworks that clearly demonstrate ROI

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited communication skills for translating data to stakeholders
2: Likely to Partially Achieve Goal - Basic reporting capabilities but may lack stakeholder focus
3: Likely to Achieve Goal - Strong communication of marketing impact and ROI to stakeholders
4: Likely to Exceed Goal - Exceptional ability to create and communicate compelling ROI frameworks

Hiring Recommendation

1: Strong No Hire - Significant gaps in collaboration or leadership capabilities
2: No Hire - Some interpersonal strengths but lacking in critical areas
3: Hire - Strong collaboration and leadership skills; would work well with our teams
4: Strong Hire - Exceptional people skills that would elevate our marketing organization

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 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

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.

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.

Regarding the candidate's digital marketing expertise, what strengths and gaps did you observe across channels (SEO, SEM, content, social)?

Guidance: Dig into specific technical capabilities to ensure the candidate has the depth needed in key marketing channels relevant to your strategy.

How would you assess the candidate's analytical capabilities and data-driven approach?

Guidance: Consider both technical proficiency with analytics tools and the ability to derive meaningful insights that drive strategy.

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.

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.

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.

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 context about a candidate's past performance, working style, and strengths/development areas. For a Digital Marketing Strategist, focus on validating their marketing expertise, strategic thinking, analytical capabilities, collaborative approach, and impact on business results.

Aim to speak with at least 2-3 references, preferably including direct managers and cross-functional partners. Schedule 20-30 minute calls and explain the role to provide context for their feedback. Listen carefully for patterns across references and note both what is said and what might be conspicuously absent.

Use these questions as a guide, but be ready to probe deeper on relevant areas based on the conversation. Pay particular attention to examples that validate (or contradict) what you learned during interviews. Focus especially on evidence of measurable marketing results and strategic impact, as these are critical for the Digital Marketing Strategist role.

Questions for Reference Checks

In what capacity did you work with [Candidate], and for how long?

Guidance: Establish the context of the relationship, including reporting structure, project collaboration, or other working relationship. Understand the timeframe to gauge how recent and extensive their experience is with the candidate.

How would you describe [Candidate]'s digital marketing expertise? What were their greatest strengths and areas for development?

Guidance: Listen for specific examples of marketing channels they excelled in and concrete contributions they made. Note any mentions of keeping up with trends and adapting to changes in the digital landscape.

Can you share an example of a successful digital marketing strategy or campaign that [Candidate] developed or led? What was their specific contribution, and what were the results?

Guidance: Look for evidence of strategic thinking, comprehensive channel knowledge, and most importantly, measurable business impact. Ask follow-up questions about metrics and KPIs that were improved.

How would you describe [Candidate]'s analytical capabilities? How effectively did they use data to inform marketing decisions?

Guidance: Listen for specific examples of how they used data analytics tools, generated insights, and translated those insights into action. Note their comfort level with metrics and ability to connect data to business outcomes.

How did [Candidate] collaborate with other teams or departments? Can you provide an example of how they handled a cross-functional project or challenge?

Guidance: Focus on their ability to work with different personalities and functions, how they handled conflicts, and whether they were able to influence without authority. Listen for concrete examples of successful collaboration.

On a scale of 1-10, how likely would you be to hire [Candidate] again if you had a suitable role? Why?

Guidance: This question often reveals more nuanced feedback than direct questions about strengths and weaknesses. Ask for specific reasons behind their rating, and pay attention to hesitations or qualifications in their answer.

Is there anything else you think we should know about [Candidate] as we consider them for a Digital Marketing Strategist role?

Guidance: This open-ended question can sometimes yield the most valuable insights. Listen carefully and ask follow-up questions about anything that seems relevant to the role requirements.

Reference Check Scorecard

Marketing Strategy & Execution

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited strategic thinking or execution capabilities
2: Reference suggests adequate strategic skills but may lack depth in certain areas
3: Reference confirms strong strategic marketing capabilities with successful execution
4: Reference enthusiastically validates exceptional strategic vision and flawless execution

Technical Marketing Expertise

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited technical knowledge across marketing channels
2: Reference suggests solid expertise in some channels but gaps in others
3: Reference confirms strong technical knowledge across all major digital channels
4: Reference enthusiastically validates exceptional technical mastery and cutting-edge knowledge

Analytical Capabilities

0: Not Enough Information Gathered to Evaluate
1: Reference indicates basic data use with limited analytical depth
2: Reference suggests competent analytical skills but may not be highly sophisticated
3: Reference confirms strong data analysis capabilities and insight generation
4: Reference enthusiastically validates exceptional analytical prowess and data-driven approach

Collaboration & Communication

0: Not Enough Information Gathered to Evaluate
1: Reference indicates challenges working with others or communicating effectively
2: Reference suggests generally effective teamwork but occasional collaboration issues
3: Reference confirms strong collaborative skills and clear communication
4: Reference enthusiastically validates exceptional relationship building and influencing abilities

Increase organic traffic by 25% within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference suggests limited SEO impact in previous roles
2: Likely to Partially Achieve Goal - Reference indicates some SEO success but not at this scale
3: Likely to Achieve Goal - Reference confirms candidate has achieved similar SEO growth before
4: Likely to Exceed Goal - Reference enthusiastically describes exceptional SEO results exceeding this target

Optimize paid search campaigns to reduce cost-per-acquisition by 15%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference suggests limited paid search optimization experience
2: Likely to Partially Achieve Goal - Reference indicates some optimization success but not at this level
3: Likely to Achieve Goal - Reference confirms similar efficiency improvements in previous roles
4: Likely to Exceed Goal - Reference enthusiastically describes exceptional optimization results beyond this target

Create content marketing initiatives that improve engagement metrics by 30%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference suggests limited content marketing impact
2: Likely to Partially Achieve Goal - Reference indicates some content success but not at this level
3: Likely to Achieve Goal - Reference confirms similar engagement improvements in previous roles
4: Likely to Exceed Goal - Reference enthusiastically describes exceptional content results beyond this target

Build a social media strategy that increases follower growth by 20% and engagement by 35%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference suggests limited social media impact
2: Likely to Partially Achieve Goal - Reference indicates some social success but not at this level
3: Likely to Achieve Goal - Reference confirms similar social growth in previous roles
4: Likely to Exceed Goal - Reference enthusiastically describes exceptional social results beyond these targets

Establish robust reporting frameworks that clearly demonstrate ROI

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference suggests limited reporting or ROI measurement experience
2: Likely to Partially Achieve Goal - Reference indicates basic reporting capabilities
3: Likely to Achieve Goal - Reference confirms strong reporting and ROI demonstration skills
4: Likely to Exceed Goal - Reference enthusiastically describes exceptionally sophisticated ROI frameworks

Frequently Asked Questions

How should I prepare for interviewing a Digital Marketing Strategist?

Familiarize yourself with current digital marketing best practices, tools, and platforms. Review the candidate's portfolio or examples of their work if available. Prepare specific scenarios related to your company's digital marketing challenges to discuss. Consider what balance of technical skills, strategic thinking, and collaboration abilities is most important for your team.

What technical skills should I focus on evaluating?

Focus on assessing their expertise across key digital channels including SEO, SEM, content marketing, social media, and analytics. Probe for specific examples of strategies they've implemented, tools they've used, and results they've achieved. Look for both breadth across channels and depth in areas most critical to your business.

How can I assess if the candidate will keep up with the rapidly changing digital marketing landscape?

Ask about their methods for staying current with industry trends and new technologies. Inquire about recent digital marketing changes they've had to adapt to and how they approached that adaptation. Look for evidence of continuous learning, professional development activities, and a genuine curiosity about emerging trends.

What's the best way to evaluate their analytical capabilities?

Ask them to walk through how they've used data to inform strategy decisions or optimize campaigns. Look for comfort with analytics tools, ability to derive meaningful insights from data, and examples of how those insights led to improved results. You can learn more about assessing problem-solving qualities in our blog.

How important is industry-specific experience for a Digital Marketing Strategist?

While industry experience can be valuable, focus more on transferable skills, strategic thinking, and a proven track record of driving results through digital marketing. A strong strategist with experience in adjacent industries who demonstrates curiosity and learning agility can often quickly adapt to a new industry context.

What questions should I ask to assess their collaboration skills?

Ask for specific examples of how they've worked with different departments (like creative, development, or sales) to implement marketing initiatives. Probe for their approach to managing stakeholders, resolving conflicts, and influencing without authority. Look for evidence of effective communication with both technical and non-technical audiences.

How can I determine if they'll be able to deliver on our specific marketing goals?

During the interview, share your key marketing objectives and ask how they would approach achieving them. Look for a structured methodology, channel prioritization based on your goals, and realistic expectations about timelines and results. Their past achievements can also indicate their ability to meet similar targets.

What red flags should I watch for when interviewing a Digital Marketing Strategist?

Be cautious of candidates who focus solely on tactics without strategic context, can't provide specific metrics from past work, demonstrate limited knowledge of current digital trends, or speak negatively about cross-functional partners. Also watch for an overemphasis on creative aspects without analytical backing or vice versa.