Interview Guide for

Media Buyer

This comprehensive Media Buyer interview guide provides a structured framework for evaluating candidates' media planning expertise, analytics capabilities, and strategic thinking skills. With carefully curated questions focused on campaign optimization, vendor management, and performance analysis, this guide will help you identify candidates who can drive measurable results through effective media buying strategies.

How to Use This Guide

This interview guide is designed to provide a consistent and thorough evaluation process for Media Buyer candidates. To maximize its effectiveness:

Customize: Adapt the questions and competencies to align with your specific [Company] needs and the media channels most relevant to your industry.
Collaborate: Share this guide with your interview team to ensure consistent evaluation criteria and prevent redundant questioning across interviews.
Be thorough: Use the follow-up questions to dig deeper into candidates' experiences and get beyond prepared answers.
Score independently: Have each interviewer complete their scorecard before discussing the candidate to avoid groupthink and capture diverse perspectives.
Focus on behaviors: Past performance in similar situations is the best predictor of future success. Use the behavioral interview questions to understand how candidates have handled real challenges.

For more best practices, check out our guide on how to conduct a job interview and learn about the importance of structured interviews.

Job Description

Media Buyer

About [Company]

[Company] is a forward-thinking organization that delivers innovative [products/services] to our customers. We pride ourselves on our data-driven approach and collaborative culture where creative thinking and analytical mindsets come together to deliver exceptional results. Located in [Location], we're committed to fostering professional growth and maintaining a healthy work-life balance for all team members.

The Role

We're seeking a talented Media Buyer to join our marketing team and help drive our advertising strategy across multiple channels. This role plays a critical part in our marketing success by optimizing our media spend, crafting effective campaigns, and ensuring our brand reaches the right audiences through strategic media planning and buying. Your expertise will directly impact our ability to acquire new customers and grow our business.

Key Responsibilities

Develop and execute comprehensive media plans aligned with overall marketing objectives
Research and identify target audiences and optimal media channels
Analyze market trends, competitor activities, and performance data to inform strategy
Negotiate and manage media buys across digital and traditional platforms
Monitor campaign performance and optimize based on data insights
Track and analyze key metrics such as impressions, clicks, conversions, and ROI
Prepare regular performance reports and present findings to stakeholders
Develop and maintain strong relationships with media vendors and partners
Manage media budgets efficiently while maximizing campaign performance
Collaborate with internal teams to ensure brand consistency across campaigns

What We're Looking For

3+ years of experience in media buying across digital and traditional channels
Proven track record of successful media campaigns with measurable results
In-depth knowledge of media buying platforms (Google Ads, Facebook Ads Manager, DSPs, etc.)
Strong analytical skills with ability to interpret data and draw actionable insights
Excellent negotiation, communication, and interpersonal skills
High degree of organization with ability to manage multiple projects simultaneously
Results-oriented mindset and data-driven approach to campaign optimization
Resourcefulness and adaptability when facing changing market conditions
Collaborative team player who can work cross-functionally
Curiosity and eagerness to stay current with media trends and technologies

Why Join [Company]

At [Company], we offer the opportunity to make a significant impact in a growing organization. Our collaborative environment fosters innovation and professional development, with clear paths for career advancement.

Competitive compensation package: [Pay Range]
Comprehensive benefits including health, dental, and vision insurance
Generous PTO policy and flexible work arrangements
Professional development opportunities and training resources
Collaborative and innovative company culture
[Other benefits specific to company]

Hiring Process

We've designed our hiring process to be thorough yet efficient, giving you a clear picture of the role while helping us understand how your skills align with our needs.

Initial Screening: A 30-minute phone conversation with our recruiter to discuss your background and interest in the role.
Media Strategy Exercise: You'll complete a media buying and planning exercise that showcases your strategic thinking and analytical skills.
Hiring Manager Interview: An in-depth discussion about your experience and approach to media buying with our Marketing Director.
Team Interview: Meet with key stakeholders from our marketing and analytics teams to discuss your past experiences and accomplishments.
Final Conversation: A wrap-up discussion to address any remaining questions and talk about next steps.

We respect your time and aim to make decisions promptly following the completion of all interviews.

Ideal Candidate Profile (Internal)

Role Overview

The Media Buyer serves as a crucial link between our marketing strategy and its execution through various media channels. This role requires someone who can blend strategic thinking with analytical rigor, creatively solving media placement challenges while maintaining strict budget discipline. The ideal candidate will have strong negotiation skills, excellent vendor management abilities, and a data-driven approach to optimizing campaign performance.

Essential Behavioral Competencies

Strategic Media Planning: Ability to develop comprehensive media plans that align with overall marketing objectives, efficiently allocate budget across channels, and maximize campaign effectiveness.

Analytical Thinking: Capacity to analyze complex data sets, identify meaningful patterns, and translate findings into actionable campaign optimizations that improve performance metrics.

Negotiation Skills: Demonstrated ability to secure favorable media rates and terms through effective negotiation with vendors and partners, maximizing the value of media budgets.

Results Orientation: Strong focus on campaign outcomes with consistent drive to meet or exceed performance targets through continuous optimization and problem-solving.

Vendor Management: Skill in developing and maintaining productive relationships with media vendors and partners while ensuring accountability and performance standards are met.

Desired Outcomes

Develop and implement media plans that deliver 15-20% improvement in ROAS (Return on Ad Spend) compared to previous campaigns
Optimize media mix to reduce CPL (Cost Per Lead) or CPA (Cost Per Acquisition) by at least 10% year-over-year
Establish and maintain strategic relationships with key media vendors that result in preferential rates and enhanced campaign performance
Produce comprehensive monthly performance reports that clearly communicate campaign results and insights to stakeholders
Implement testing strategies across channels that yield actionable insights for ongoing campaign optimization

Ideal Candidate Traits

Experience Level: 3+ years in media buying with demonstrable success managing campaigns across multiple channels
Industry Knowledge: Strong understanding of media landscape including digital platforms, programmatic buying, traditional media, and emerging channels
Technical Expertise: Proficiency with media buying platforms, analytics tools, and reporting software
Analytical Mindset: Natural inclination toward data-driven decision making with ability to interpret complex metrics
Proactive Problem-Solver: Identifies optimization opportunities before problems arise
Effective Communicator: Articulates complex media concepts clearly to diverse stakeholders
Budget-Conscious: Demonstrates strong fiscal responsibility and accuracy in budget management
Adaptable: Embraces change and quickly adjusts strategies as market conditions evolve
Lifelong Learner: Continuously updates knowledge of media trends, platforms, and best practices
Collaborative: Works effectively with internal teams and external partners

Screening Interview

Directions for the Interviewer

This initial screening interview aims to quickly identify candidates with the right mix of media buying experience, analytical capability, and strategic thinking. Focus on understanding their experience level, technical knowledge of media platforms, and their approach to campaign optimization. Key areas to assess include their track record of achieving measurable results, familiarity with various media channels, and ability to analyze campaign performance data.

Look for candidates who can clearly articulate their decision-making process when allocating media budgets and optimizing campaigns. Candidates should demonstrate both strategic thinking and attention to detail. Strong candidates will speak confidently about specific metrics, optimization techniques, and how they've handled budget constraints in the past.

Be sure to reserve 5-10 minutes at the end for candidate questions. Their questions often reveal much about their understanding of the role and passion for media buying.

Directions to Share with Candidate

During this conversation, I'll ask you about your experience with media buying, your familiarity with different platforms, and how you approach campaign planning and optimization. I'm interested in understanding your experience level and how you've handled media campaigns in the past. Feel free to share specific examples of campaigns you've managed, challenges you've overcome, and the results you've achieved. We'll also have time at the end for any questions you might have about the role or [Company].

Interview Questions

Tell me about your experience in media buying. What types of campaigns have you managed and what channels are you most experienced with?

Areas to Cover

Range of media channels the candidate has worked with (digital, traditional, etc.)
Types of campaigns they've managed (branding, direct response, etc.)
Scale of budgets they've been responsible for
Industries or verticals they have experience in
Level of responsibility and autonomy in previous roles

Possible Follow-up Questions

What's the largest campaign budget you've managed?
How did your channel mix vary between different campaigns and why?
Which channel have you found most effective for [specific goal like lead generation]?
How do you approach learning a new media channel or platform?

Describe a media campaign you planned and executed that delivered exceptional results. What made it successful?

Areas to Cover

Their role in planning and executing the campaign
Strategy behind channel selection and budget allocation
Key performance metrics and targets
Optimizations made during the campaign
Final results and business impact

Possible Follow-up Questions

What were the specific KPIs you were tracking?
How did you determine the initial channel mix?
What unexpected challenges arose and how did you handle them?
What would you do differently if you ran that campaign again?

Walk me through your process for evaluating the performance of a media campaign and making optimization decisions.

Areas to Cover

Metrics and KPIs they prioritize
Frequency of performance review
Tools or platforms used for analysis
Decision-making framework for optimization
How they balance short-term performance with long-term goals

Possible Follow-up Questions

How quickly do you typically make optimization decisions after launching a campaign?
Can you share an example of a significant mid-campaign adjustment that improved performance?
How do you determine when to shift budget between channels?
How do you report performance to stakeholders?

How do you approach negotiating with media vendors to secure the best rates and terms?

Areas to Cover

Preparation and research before negotiations
Tactics used during negotiation
How they leverage data or campaign history
Relationship management with vendors
Examples of successful negotiations

Possible Follow-up Questions

Tell me about a time you negotiated a particularly good deal with a vendor.
How do you balance price with other factors like placement quality or audience targeting?
How do you maintain good vendor relationships while still driving hard bargains?
What information do you gather before entering a negotiation?

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

Areas to Cover

Problem identification process
Analysis techniques used
Actions taken to address the issues
Results of the corrective actions
Lessons learned from the experience

Possible Follow-up Questions

What specific metrics indicated there was a problem?
Who did you collaborate with to solve the issue?
How quickly were you able to turn performance around?
How did you communicate the issues and solutions to stakeholders?

How do you stay current with changes to media platforms, industry trends, and new opportunities?

Areas to Cover

Resources they use to stay informed
Professional development activities
Testing approach for new platforms or features
Networks or communities they participate in
Recent trend or change they've incorporated into their strategy

Possible Follow-up Questions

What recent platform change significantly impacted your approach?
How do you evaluate whether a new channel or trend is worth exploring?
How do you balance tried-and-true tactics with experimental approaches?
How do you share new knowledge with your team?

Interview Scorecard

Media Experience & Technical Knowledge

0: Not Enough Information Gathered to Evaluate
1: Limited experience with few channels or platforms
2: Moderate experience with several channels but lacks depth
3: Solid experience across multiple channels with good technical knowledge
4: Extensive experience across diverse channels with exceptional technical knowledge

Analytical & Optimization Skills

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of performance metrics with limited optimization experience
2: Can interpret standard metrics but optimization approach is reactive
3: Strong analytical skills with proactive and methodical optimization approach
4: Exceptional analytical capabilities with sophisticated optimization strategies and proven results

Negotiation & Vendor Management

0: Not Enough Information Gathered to Evaluate
1: Basic negotiation skills with limited vendor management experience
2: Some success in negotiations but approach may lack sophistication
3: Effective negotiator with good vendor relationship management skills
4: Exceptional negotiator who consistently secures favorable terms while building strong vendor partnerships

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Tactical focus with limited strategic perspective
2: Some strategic thinking but may struggle to connect media strategy to broader business goals
3: Clear strategic perspective with ability to align media plans with marketing objectives
4: Exceptional strategic vision with innovative approaches to media planning and execution

Goal: Improve ROAS by 15-20%

0: Not Enough Information Gathered to Evaluate
1: Unlikely to achieve this level of ROAS improvement
2: May achieve partial ROAS improvement but unlikely to reach full target
3: Likely to achieve target ROAS improvement based on past performance
4: Highly likely to exceed ROAS improvement target based on demonstrated expertise

Goal: Reduce CPL/CPA by 10% year-over-year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to achieve this level of cost reduction
2: May achieve some cost reduction but unlikely to reach full target
3: Likely to achieve target cost reduction based on past performance
4: Highly likely to exceed cost reduction target based on demonstrated expertise

Goal: Establish strategic vendor relationships

0: Not Enough Information Gathered to Evaluate
1: Unlikely to develop strategic vendor relationships
2: May maintain adequate vendor relationships but without strategic advantage
3: Likely to establish valuable strategic vendor relationships
4: Exceptional ability to develop and leverage strategic vendor partnerships

Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Media Strategy Work Sample

Directions for the Interviewer

This work sample exercise evaluates the candidate's media planning abilities, analytical thinking, and strategic approach to campaign optimization. It's designed to reveal how candidates approach real-world media buying challenges rather than simply discussing theoretical knowledge.

Provide the exercise materials 24-48 hours before the interview to allow adequate preparation time. The exercise should include:

A brief about a fictional product or service
Campaign objectives and KPIs
Target audience information
Budget constraints
Past performance data (if applicable)

During the session, ask the candidate to walk through their media plan and reasoning. Pay attention to:

How they allocate budget across channels
Their audience targeting approach
Their testing and optimization strategy
How they would measure success
Their contingency plans if performance doesn't meet expectations

Ask probing questions about their decisions and assumptions. Challenge their thinking to see how they defend their approach. Strong candidates will demonstrate analytical rigor, strategic thinking, and adaptability when faced with new information.

Remember to save time for candidate questions at the end of the interview.

Directions to Share with Candidate

For this exercise, we'd like you to develop a media strategy for a hypothetical campaign. You'll receive information about the product, campaign objectives, target audience, and budget. Please prepare a media plan that outlines:

Your recommended channel mix with budget allocation
Targeting approach for each channel
Key metrics you'll track
Your optimization strategy
How you would measure campaign success

During our session, you'll have 20 minutes to present your plan, followed by a discussion about your approach and reasoning. We're interested not just in your final recommendations but in how you think through media planning challenges. Feel free to make reasonable assumptions where information might be limited, and be prepared to explain your rationale.

Media Strategy Exercise

Campaign Brief

You're tasked with creating a media plan for [Product], a [product description]. The campaign objective is to [drive website traffic, generate leads, increase sales, etc.] with a total budget of $[amount] over [timeframe].

Target audience:

Demographics: [age, gender, income level, etc.]
Interests/behaviors: [relevant interests]
Geographic focus: [locations]

Campaign KPIs:

Primary: [e.g., Cost Per Acquisition (CPA) of $XX]
Secondary: [e.g., Click-Through Rate (CTR) of X%, Conversion Rate of X%]

Previous campaign performance (if applicable):

[Channel 1]: CPA $XX, CTR X%, Conversion Rate X%
[Channel 2]: CPA $XX, CTR X%, Conversion Rate X%

Please develop a comprehensive media plan that addresses:

Channel selection and budget allocation
Audience targeting approach
Creative considerations and requirements
Testing strategy
Optimization approach
Performance measurement and reporting plan

Interview Scorecard

Strategic Planning

0: Not Enough Information Gathered to Evaluate
1: Plan lacks strategic coherence with poor channel selection or budget allocation
2: Basic plan with standard channel mix but limited strategic rationale
3: Well-structured plan with thoughtful channel selection and budget allocation
4: Exceptional strategic plan with innovative approaches and strong rationale

Analytical Approach

0: Not Enough Information Gathered to Evaluate
1: Limited analytical thinking with few data points considered
2: Basic analysis of performance metrics but lacks depth
3: Strong analytical foundation with clear metrics focus and optimization strategy
4: Sophisticated analytical approach with comprehensive KPI framework and testing methodology

Audience Targeting

0: Not Enough Information Gathered to Evaluate
1: Generic targeting approach without specific audience insights
2: Basic targeting approach utilizing standard demographic segments
3: Comprehensive targeting strategy with good understanding of audience behaviors
4: Sophisticated targeting approach leveraging multiple data points and progressive audience segmentation

Optimization Strategy

0: Not Enough Information Gathered to Evaluate
1: Reactive optimization approach with limited planning
2: Basic optimization plan but may miss opportunities for improvement
3: Comprehensive optimization strategy with clear triggers and actions
4: Advanced optimization framework with proactive testing plans and contingencies

Goal: Improve ROAS by 15-20%

0: Not Enough Information Gathered to Evaluate
1: Strategy unlikely to yield significant ROAS improvement
2: Approach may improve ROAS but unlikely to reach full target
3: Strategy likely to achieve target ROAS improvement
4: Strategy demonstrates high probability of exceeding ROAS targets

Goal: Reduce CPL/CPA by 10% year-over-year

0: Not Enough Information Gathered to Evaluate
1: Plan unlikely to reduce acquisition costs
2: Some cost efficiency measures but unlikely to reach 10% reduction
3: Strategy likely to achieve 10% cost reduction
4: Comprehensive approach that's likely to exceed 10% cost reduction target

Goal: Establish strategic vendor relationships

0: Not Enough Information Gathered to Evaluate
1: Limited consideration of vendor relationships
2: Basic vendor strategy that maintains relationships but lacks strategic advantage
3: Thoughtful approach to leveraging vendor relationships for campaign advantage
4: Sophisticated vendor strategy that maximizes campaign impact through strategic partnerships

Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Hiring Manager Interview (Competency Interview)

Directions for the Interviewer

This interview focuses on assessing the candidate's core competencies for the Media Buyer role through behavioral questions. The goal is to understand how they've demonstrated key skills in real-world situations. Each question targets specific competencies crucial for success in this position.

Before the interview, review the candidate's resume and responses from previous interviews to avoid duplicate questions. Focus on getting specific examples with concrete details rather than hypothetical or general responses. Use the STAR method (Situation, Task, Action, Result) to ensure you get complete examples.

Look for evidence of strategic thinking, analytical capability, negotiation skills, and results orientation. Pay attention to how they collaborate with others, handle challenges, and measure success. The best candidates will provide specific examples with measurable outcomes and clear learning experiences.

Reserve 5-10 minutes at the end for the candidate to ask questions and share anything additional about their experience.

Directions to Share with Candidate

In this interview, I'd like to understand how you've approached various situations in your media buying career. I'll ask questions about past experiences, and I'm interested in specific examples rather than hypothetical situations. For each example, please describe the situation, what you were trying to accomplish, the actions you took, and the results you achieved. I'm looking to understand both your successes and challenges, as well as what you learned from these experiences.

Interview Questions

Tell me about a time when you had to develop a media strategy for a challenging campaign objective. How did you approach it? (Strategic Media Planning)

Areas to Cover

How they assessed the challenge and developed their approach
Research conducted to inform their strategy
How they determined channel mix and budget allocation
Stakeholder engagement and buy-in process
Results achieved against objectives

Possible Follow-up Questions

What made this campaign particularly challenging?
How did you decide which channels to prioritize?
What data or insights informed your strategic decisions?
How did you adjust your strategy as the campaign progressed?

Describe a situation where you needed to analyze complex campaign data to identify optimization opportunities. What was your process? (Analytical Thinking)

Areas to Cover

Tools and methods used for data analysis
How they identified patterns or issues
Process for prioritizing optimization opportunities
Actions taken based on analysis
Impact of those optimizations on campaign performance

Possible Follow-up Questions

What specific metrics were you analyzing?
How did you distinguish between correlation and causation?
What was the most unexpected insight you discovered?
How did you validate your findings before taking action?

Tell me about your most successful negotiation with a media vendor. What approach did you take and what outcome did you achieve? (Negotiation Skills)

Areas to Cover

Preparation done before the negotiation
Strategy and tactics employed
Obstacles encountered and how they were overcome
Relationship management during the process
Specific terms secured and value generated

Possible Follow-up Questions

What leverage did you have in this negotiation?
How did you determine your initial offer and walkaway point?
What concessions did you make and why?
How did you maintain the relationship after tough negotiations?

Share an example of a campaign where you had to significantly improve performance to meet objectives. What actions did you take? (Results Orientation)

Areas to Cover

Initial performance gap identified
Analysis process to identify improvement opportunities
Specific optimization strategies implemented
Collaboration with team members or stakeholders
Results achieved and lessons learned

Possible Follow-up Questions

How did you prioritize which aspects of the campaign to optimize first?
What was the timeline for seeing improvements?
What specific metrics improved and by how much?
How did you communicate progress to stakeholders?

Describe your experience managing relationships with multiple media vendors simultaneously. How do you ensure they deliver as promised? (Vendor Management)

Areas to Cover

Process for selecting and onboarding vendors
Communication and expectation-setting approaches
Performance tracking and accountability measures
How they handle vendor performance issues
Long-term relationship development strategies

Possible Follow-up Questions

How many vendors have you managed simultaneously?
How do you handle a situation where a vendor isn't meeting expectations?
What tools or systems do you use to track vendor performance?
How do you maintain good relationships while enforcing accountability?

Interview Scorecard

Strategic Media Planning

0: Not Enough Information Gathered to Evaluate
1: Shows limited strategic thinking with basic campaign planning approach
2: Demonstrates moderate strategic capability but may lack innovative thinking
3: Exhibits strong strategic planning skills with well-reasoned channel selection and budget allocation
4: Demonstrates exceptional strategic vision with innovative approaches to media planning

Analytical Thinking

0: Not Enough Information Gathered to Evaluate
1: Basic analytical skills with limited ability to extract insights from data
2: Can analyze standard metrics but may miss deeper connections or opportunities
3: Strong analytical skills with ability to identify meaningful patterns and actionable insights
4: Exceptional analytical capability, connecting complex data points and developing innovative optimization approaches

Negotiation Skills

0: Not Enough Information Gathered to Evaluate
1: Basic negotiation approach with limited success securing favorable terms
2: Some negotiation success but may leave value on the table
3: Effective negotiator who consistently secures favorable terms with good relationship management
4: Master negotiator who achieves exceptional results while strengthening vendor relationships

Results Orientation

0: Not Enough Information Gathered to Evaluate
1: Limited focus on outcomes with more emphasis on activities than results
2: Moderately results-focused but may not consistently achieve performance targets
3: Strongly results-oriented with consistent achievement of campaign objectives
4: Exceptional performance focus with history of exceeding targets through continuous optimization

Vendor Management

0: Not Enough Information Gathered to Evaluate
1: Basic vendor management skills with reactive approach to issues
2: Adequate vendor management but may lack systematic performance tracking
3: Strong vendor management with clear accountability measures and good relationship development
4: Excellent vendor management combining rigorous performance standards with strategic partnership development

Goal: Improve ROAS by 15-20%

0: Not Enough Information Gathered to Evaluate
1: Past performance suggests unlikely to achieve this level of ROAS improvement
2: May achieve partial ROAS improvement but unlikely to reach full target
3: Past performance indicates likely to achieve target ROAS improvement
4: Strong track record suggests highly likely to exceed ROAS improvement targets

Goal: Reduce CPL/CPA by 10% year-over-year

0: Not Enough Information Gathered to Evaluate
1: Past performance suggests unlikely to achieve this level of cost reduction
2: May achieve some cost reduction but unlikely to reach full target
3: Past performance indicates likely to achieve target cost reduction
4: Strong track record suggests highly likely to exceed cost reduction targets

Goal: Establish strategic vendor relationships

0: Not Enough Information Gathered to Evaluate
1: Past experience suggests limited ability to develop strategic vendor relationships
2: Can maintain functional vendor relationships but without strategic advantage
3: Demonstrated ability to establish valuable strategic vendor relationships
4: Exceptional track record of developing and leveraging strategic vendor partnerships

Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Chronological Interview

Directions for the Interviewer

This chronological interview focuses on understanding the candidate's professional trajectory in media buying and related roles. The goal is to thoroughly explore their career history, paying special attention to performance, accomplishments, challenges, and growth. This format allows you to identify patterns across their career and verify the consistency of their experience.

Start with their earliest relevant role and work forward chronologically. For each role, ask the core questions provided, adapting follow-ups based on their responses. Pay particular attention to:

Performance metrics and results achieved
Growth in responsibility and capability over time
How they navigated challenges and what they learned
Reasons for job changes

Dig deeper into roles most relevant to your media buying position. Look for red flags like vague answers about results, inconsistent timelines, or patterns of leaving positions quickly. The best candidates will provide specific examples of their impact with measurable results and show a progression of skills and responsibilities.

Ensure you leave 5-10 minutes at the end for candidate questions.

Directions to Share with Candidate

In this interview, I'd like to walk through your professional history, focusing on your experience in media buying and related roles. We'll start with your earlier positions and move forward chronologically. For each role, I'll ask about your responsibilities, achievements, challenges, and what you learned. I'm interested in understanding how your career has developed over time and how your past experiences have prepared you for this position. Please feel free to share specific examples and metrics that demonstrate your impact.

Interview Questions

Let's start with an overview of your career. What attracted you to media buying initially, and how has your interest in this field evolved over time?

Areas to Cover

Initial interest and entry into media buying
Key influences or mentors in their career
How their perspective on the field has changed
Career goals and aspirations
Areas of specialization or particular interest

Possible Follow-up Questions

What aspects of media buying do you find most fulfilling?
How has your approach to media buying changed over time?
What industry changes have had the biggest impact on your career?
Where do you see your career heading in the next few years?

Now let's discuss your role at [Company X]. What were your key responsibilities and how did your role evolve during your time there?

Areas to Cover

Primary duties and accountabilities
Team structure and reporting relationships
Budget responsibility and decision-making authority
Growth or changes in role over time
Types of campaigns and channels managed

Possible Follow-up Questions

What was the typical budget range for campaigns you managed?
How large was the team you worked with?
What media channels did you primarily focus on?
How did your responsibilities change during your tenure?

Tell me about your most significant accomplishment at [Company X]. What made it successful and what was your specific contribution?

Areas to Cover

Context and objectives of the project/campaign
Specific actions they took and their role
Challenges they overcame
Measurable results achieved
Recognition or impact of the accomplishment

Possible Follow-up Questions

What metrics improved as a result of your work?
How did this accomplishment impact the broader business goals?
What innovative approaches did you implement?
What did you learn from this experience?

What were the biggest challenges you faced at [Company X] and how did you address them?

Areas to Cover

Nature of the challenges (strategic, operational, interpersonal)
Their approach to problem-solving
Resources or support they leveraged
Resolution and outcomes
Lessons learned

Possible Follow-up Questions

How did these challenges affect your team or campaigns?
What would you do differently if faced with similar challenges now?
How did you maintain performance despite these obstacles?
What skills did you develop as a result?

Describe your relationship with internal stakeholders and external vendors during your time at [Company X].

Areas to Cover

Communication style and frequency
Collaboration processes
Conflict resolution approaches
Negotiation tactics with vendors
Feedback received from stakeholders and vendors

Possible Follow-up Questions

How did you adapt your communication style for different stakeholders?
What was your approach to building vendor relationships?
How did you handle disagreements with stakeholders?
What feedback mechanisms did you establish?

What prompted your decision to leave [Company X] and move to [Company Y]?

Areas to Cover

Primary reasons for leaving
What they were looking for in their next role
How the transition decision was made
Whether expectations at the new company were met
Professional growth considerations

Possible Follow-up Questions

What aspects of [Company Y] attracted you?
Were there things you were looking to do differently in your new role?
How did you prepare for this transition?
Did your new role align with your expectations?

Which of your previous roles do you think has best prepared you for this position, and why?

Areas to Cover

Relevant skills and experiences from previous roles
Transferable knowledge across industries or channels
Specific projects or campaigns that relate to this position
Professional growth that aligns with this opportunity
Gaps they may need to address

Possible Follow-up Questions

What aspects of our role excite you the most?
What new challenges are you looking forward to tackling?
How do you plan to apply lessons from your previous roles here?
What areas might you need additional support or development in?

Interview Scorecard

Career Progression & Growth

0: Not Enough Information Gathered to Evaluate
1: Limited growth with minimal advancement in skills or responsibilities
2: Moderate professional development but may lack strategic career direction
3: Clear progression with increasing responsibilities and skill development
4: Exceptional career growth with strategic moves and expanding expertise

Performance History

0: Not Enough Information Gathered to Evaluate
1: Limited concrete examples of impact or success in previous roles
2: Some successful outcomes but inconsistent performance track record
3: Strong history of meeting or exceeding expectations with measurable results
4: Exceptional performance history with significant achievements and recognition

Experience Relevance

0: Not Enough Information Gathered to Evaluate
1: Limited relevant experience for our specific media buying needs
2: Some relevant experience but may have significant knowledge gaps
3: Highly relevant experience across key media channels and campaign types
4: Exceptionally relevant experience that directly aligns with our most critical needs

Problem-Solving Capability

0: Not Enough Information Gathered to Evaluate
1: Basic problem-solving approach with limited examples of overcoming challenges
2: Adequate problem-solving skills but may lack creativity or persistence
3: Strong problem-solving capability with examples of innovative solutions
4: Exceptional problem-solver who has consistently overcome significant challenges

Leadership & Collaboration

0: Not Enough Information Gathered to Evaluate
1: Limited evidence of effective teamwork or stakeholder management
2: Adequate collaboration skills but may lack influence or leadership
3: Strong history of productive relationships and cross-functional collaboration
4: Exceptional relationship-builder who drives results through influence and leadership

Goal: Improve ROAS by 15-20%

0: Not Enough Information Gathered to Evaluate
1: Career history suggests unlikely to achieve this level of ROAS improvement
2: May drive some ROAS improvement but unlikely to reach full target
3: Career achievements indicate likely to achieve target ROAS improvement
4: Performance history strongly suggests ability to exceed ROAS improvement targets

Goal: Reduce CPL/CPA by 10% year-over-year

0: Not Enough Information Gathered to Evaluate
1: Career history suggests unlikely to achieve this level of cost reduction
2: May achieve some cost efficiency but unlikely to reach full target
3: Career achievements indicate likely to achieve target cost reduction
4: Performance history strongly suggests ability to exceed cost reduction targets

Goal: Establish strategic vendor relationships

0: Not Enough Information Gathered to Evaluate
1: Limited evidence of strategic vendor relationship development
2: Some vendor management experience but without strategic impact
3: Strong history of developing valuable vendor relationships
4: Exceptional track record of creating strategic vendor partnerships that drive results

Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Marketing Team Competency Interview (Optional)

Directions for the Interviewer

This interview focuses on assessing how well the candidate will collaborate with the broader marketing team. As a marketing team member or leader, you'll evaluate their understanding of integrated marketing, cross-functional collaboration, and how media buying supports overall marketing objectives. The goal is to determine whether they'll be an effective partner who understands your team's needs and can align media strategies accordingly.

Ask questions that reveal their experience working across marketing disciplines and their understanding of how media buying integrates with content, creative, brand, and other marketing functions. Look for candidates who:

Demonstrate collaborative approaches to planning and execution
Show understanding of marketing disciplines beyond media buying
Explain how they've aligned media strategies with broader marketing initiatives
Provide examples of successful cross-functional projects

Listen for specific examples rather than general statements. The best candidates will demonstrate both technical media expertise and the ability to translate that expertise for non-media specialists.

Remember to save time for candidate questions at the end of the interview.

Directions to Share with Candidate

During this conversation, I'd like to explore how you've collaborated with broader marketing teams in your previous roles. We'll discuss how you approach integrated marketing campaigns, how you communicate with stakeholders from different marketing disciplines, and how you ensure media strategies support overall marketing objectives. I'm interested in specific examples of cross-functional collaboration and how you navigate the dynamics of working with diverse marketing specialists.

Interview Questions

Tell me about a time when you collaborated with other marketing functions (such as content, creative, brand) to develop an integrated campaign strategy. How did you ensure media plans supported broader marketing goals? (Strategic Media Planning, Collaboration)

Areas to Cover

Planning process and their specific role
How they incorporated input from other marketing functions
Challenges in aligning different perspectives
Methods for ensuring integrated execution
Results of the collaborative approach

Possible Follow-up Questions

How did you resolve differences of opinion about channel priorities?
What process did you use to gather input from different stakeholders?
How did you measure the integration success of the campaign?
What would you do differently in future collaborations?

Describe a situation where you had to explain complex media metrics or strategies to non-technical marketing stakeholders. How did you make your insights accessible and actionable? (Communication, Analytical Thinking)

Areas to Cover

Communication approach and methods used
How they translated technical concepts
Tailoring information to different audiences
Impact of their communication on decision-making
Feedback received from stakeholders

Possible Follow-up Questions

What visual aids or frameworks did you use to explain the data?
How did you determine which metrics were most relevant to share?
How did you handle questions or confusion?
What techniques have you found most effective for data storytelling?

Share an example of when you had to adapt a media plan based on feedback or changing priorities from the marketing team. How did you balance media best practices with new requirements? (Adaptability, Strategic Thinking)

Areas to Cover

Nature of the requested changes
Their process for evaluating the impact
How they negotiated or influenced the outcome
Adjustments made to the media plan
Results of the adapted approach

Possible Follow-up Questions

What was the timeline for implementing these changes?
How did you communicate the potential impact of these changes?
What trade-offs did you have to consider?
How did the changes affect campaign performance?

Tell me about a time when you identified an opportunity to improve how media insights were used by the broader marketing team. What did you do and what was the outcome? (Initiative, Results Orientation)

Areas to Cover

How they identified the opportunity
Their approach to advocating for change
Specific actions they took to implement improvement
How they measured success
Impact on team effectiveness or campaign results

Possible Follow-up Questions

What prompted you to identify this opportunity?
Who did you need to convince and how did you approach it?
What challenges did you encounter implementing your idea?
How did this improvement affect marketing decisions going forward?

Describe your experience collaborating with creative teams to develop effective ad assets. How do you ensure media considerations are factored into creative development? (Collaboration, Strategic Media Planning)

Areas to Cover

Their role in the creative development process
How they communicate media requirements to creative teams
Methods for providing constructive feedback
Resolving conflicts between creative vision and media constraints
Examples of successful collaboration outcomes

Possible Follow-up Questions

At what point in the creative process do you typically get involved?
How do you balance creative quality with performance requirements?
How do you handle situations where creative concepts don't align with media strategy?
What information do you share with creative teams to help them understand media constraints?

Interview Scorecard

Collaborative Approach

0: Not Enough Information Gathered to Evaluate
1: Works in isolation with limited cross-functional collaboration
2: Adequate team player but may struggle with complex stakeholder dynamics
3: Strong collaborator who effectively works across marketing disciplines
4: Exceptional team member who elevates cross-functional collaboration

Marketing Integration

0: Not Enough Information Gathered to Evaluate
1: Narrow focus on media with limited understanding of broader marketing
2: Basic understanding of marketing integration but may lack depth
3: Strong grasp of how media supports integrated marketing strategy
4: Sophisticated understanding of marketing ecosystem with innovative integration approaches

Communication Effectiveness

0: Not Enough Information Gathered to Evaluate
1: Struggles to translate technical concepts to non-specialists
2: Adequate communication but may not always adapt to audience needs
3: Effective communicator who can explain complex topics clearly
4: Exceptional communicator who tailors approach to diverse stakeholders

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Rigid approach with limited willingness to adapt plans
2: Can adapt when necessary but may resist significant changes
3: Flexible approach with good balance of principles and pragmatism
4: Highly adaptable while maintaining strategic integrity and performance focus

Initiative & Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Reactive approach with limited proactive problem-solving
2: Some initiative but may miss opportunities for improvement
3: Proactive problem-solver who identifies and addresses opportunities
4: Exceptional change agent who drives continuous improvement

Goal: Improve ROAS by 15-20%

0: Not Enough Information Gathered to Evaluate
1: Approach to marketing integration unlikely to improve ROAS significantly
2: May achieve some ROAS improvement but unlikely to reach full target
3: Collaborative approach likely to achieve target ROAS improvement
4: Cross-functional expertise suggests ability to exceed ROAS targets

Goal: Reduce CPL/CPA by 10% year-over-year

0: Not Enough Information Gathered to Evaluate
1: Approach to marketing integration unlikely to reduce costs significantly
2: May achieve some cost reduction but unlikely to reach full target
3: Collaborative approach likely to achieve target cost reduction
4: Cross-functional expertise suggests ability to exceed cost reduction targets

Goal: Establish strategic vendor relationships

0: Not Enough Information Gathered to Evaluate
1: Limited evidence of strategic approach to vendor integration
2: Basic vendor management but may not maximize cross-functional value
3: Strategic approach to vendor relationships that benefits broader marketing
4: Exceptional ability to leverage vendor relationships for integrated marketing advantage

Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

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

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: 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 are crucial for validating the candidate's past performance and work style. They provide external perspectives on the candidate's strengths, growth areas, and how they've performed in previous roles.

When conducting reference checks for a Media Buyer:

Request references who can speak specifically to their media planning abilities, analytical skills, and collaboration style
Try to speak with both supervisors and cross-functional colleagues
Focus on verifying key accomplishments mentioned in interviews
Pay special attention to their effectiveness in managing budgets and vendor relationships
Ask about specific results and metrics where possible

Take notes during the conversation and look for patterns across multiple references. Be alert to hesitations or qualifying statements that might indicate concerns. The same reference check form can be used for multiple references.

Remember that a reference check is not just to confirm employment but to gain deeper insights into how the candidate works and what environment helps them succeed.

Questions for Reference Checks

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

Guidance: Establish the reference's relationship with the candidate and the duration/recency of their working relationship. This helps contextualize their feedback.

What were [Candidate]'s primary responsibilities in their role?

Guidance: Verify that the candidate's description of their role aligns with the reference's understanding. Listen for discrepancies in scope or level of responsibility.

How would you describe [Candidate]'s skills in developing and executing media strategies?

Guidance: Look for specific examples of strategic thinking and campaign planning. Ask follow-up questions about the effectiveness of their strategies and how they measured success.

Can you provide examples of how [Candidate] used data analytics to optimize campaign performance?

Guidance: Assess the candidate's analytical capabilities and how they translated data into actionable insights. Ask about specific improvements they made based on data analysis.

How effectively did [Candidate] manage vendor relationships and negotiate media buys?

Guidance: Evaluate the candidate's ability to establish productive vendor relationships and secure favorable terms. Ask for examples of particularly successful negotiations or challenging vendor situations.

What would you say were [Candidate]'s greatest strengths in their role?

Guidance: Listen for alignment with the key competencies needed for your position. Ask for specific examples that demonstrate these strengths.

What areas did [Candidate] need the most support or development in?

Guidance: Identify potential growth areas and whether they align with skills that are critical for your role. Ask how the candidate responded to feedback in these areas.

On a scale of 1-10, how likely would you be to hire [Candidate] again for a similar role, and why?

Guidance: This direct question often reveals the reference's true assessment. Ask for specific reasons behind their rating, especially if it's below an 8.

Reference Check Scorecard

Strategic Media Planning

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited strategic capabilities
2: Reference suggests adequate but not exceptional strategic skills
3: Reference confirms strong strategic planning abilities
4: Reference enthusiastically endorses exceptional strategic capabilities

Analytical Thinking

0: Not Enough Information Gathered to Evaluate
1: Reference indicates basic analytical skills with limited impact
2: Reference suggests adequate analytical capabilities
3: Reference confirms strong analytical skills with significant impact
4: Reference enthusiastically endorses exceptional analytical capabilities

Negotiation & Vendor Management

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited effectiveness in negotiations
2: Reference suggests adequate vendor management skills
3: Reference confirms strong negotiation and relationship management
4: Reference enthusiastically endorses exceptional vendor management capabilities

Results Orientation

0: Not Enough Information Gathered to Evaluate
1: Reference indicates inconsistent performance against objectives
2: Reference suggests generally meets but rarely exceeds expectations
3: Reference confirms consistent achievement of objectives
4: Reference enthusiastically endorses exceptional results and performance

Collaboration & Teamwork

0: Not Enough Information Gathered to Evaluate
1: Reference indicates challenges working with others
2: Reference suggests adequate but not exceptional collaboration
3: Reference confirms strong collaborative approach
4: Reference enthusiastically endorses exceptional team player

Goal: Improve ROAS by 15-20%

0: Not Enough Information Gathered to Evaluate
1: Reference feedback suggests unlikely to achieve this level of improvement
2: Reference suggests may achieve partial improvement
3: Reference confirms likely capable of achieving target
4: Reference enthusiastically endorses exceptional ability to exceed target

Goal: Reduce CPL/CPA by 10% year-over-year

0: Not Enough Information Gathered to Evaluate
1: Reference feedback suggests unlikely to achieve this level of reduction
2: Reference suggests may achieve partial reduction
3: Reference confirms likely capable of achieving target
4: Reference enthusiastically endorses exceptional ability to exceed target

Goal: Establish strategic vendor relationships

0: Not Enough Information Gathered to Evaluate
1: Reference feedback suggests limited ability to develop strategic relationships
2: Reference suggests adequate but not exceptional relationship building
3: Reference confirms strong ability to establish strategic relationships
4: Reference enthusiastically endorses exceptional relationship development skills

Frequently Asked Questions

How can I best evaluate a candidate's media buying technical skills?

The media strategy work sample is the most effective way to assess technical skills. Look for candidates who demonstrate both strategic thinking and tactical knowledge in their approach. Pay attention to how they allocate budget, which channels they prioritize, and their optimization strategy. You can also ask targeted questions about specific platforms like Google Ads or Facebook Ads Manager during the screening interview.

What's the most important trait to look for in a Media Buyer?

While technical skills are important, analytical thinking combined with results orientation often differentiates top performers. Look for candidates who can clearly articulate how they've used data to optimize campaigns and improve performance metrics. The best Media Buyers go beyond executing campaigns to driving continuous improvement through analysis and optimization.

How do I assess if a candidate can adapt to our specific industry?

Ask questions about how they've approached media buying for similar products/services or how they've transferred their skills between different industries. The chronological interview is particularly useful for understanding their adaptability across different contexts. Strong candidates will demonstrate a learning mindset and explain how they research and adapt to new industries.

What if a candidate has more experience in traditional media but we need digital expertise?

Focus on their analytical approach and learning agility rather than specific platform experience. Many media buying principles transfer across channels, and platforms change regularly. If they show strong analytical skills, results orientation, and adaptability, they may quickly bridge knowledge gaps. During the work sample, observe how they approach digital channels even if their experience is more limited.

How important is industry-specific experience for this role?

Industry experience can be valuable but often isn't essential unless you're in a highly specialized field with unique regulatory requirements or audience dynamics. More important is the candidate's ability to learn quickly, analyze data effectively, and apply media buying principles to new contexts. Look for transferable skills and performance metrics that would apply across industries.

What red flags should I watch for during the interview process?

Watch for vague answers about performance metrics, inability to explain optimization decisions, or lack of strategic rationale for channel selection. Be cautious of candidates who focus solely on execution without demonstrating analytical thinking or those who can't provide specific examples of negotiating with vendors. Also note if they struggle to explain how they've collaborated with other marketing functions.

Should I prioritize candidates with agency experience or brand-side experience?

Both backgrounds can be valuable, depending on your needs. Agency candidates often bring broader channel experience and exposure to multiple industries, while brand-side candidates may have deeper understanding of integrated marketing and business objectives. Consider which perspective would complement your current team and address your specific challenges.