Interview Guide for

Performance Marketing Manager

This comprehensive guide provides a structured framework for evaluating Performance Marketing Manager candidates through a series of carefully designed interviews. By focusing on the candidate's ability to strategize, execute, and optimize performance marketing campaigns, this guide helps identify those who can effectively drive measurable marketing results and contribute to business growth.

How to Use This Guide

This interview guide is designed to help you structure a thorough evaluation process for Performance Marketing Manager candidates. To get the most out of it:

Customize for your needs - Adapt questions and competencies to align with your specific business goals and marketing requirements
Share with your team - Distribute the guide to all interviewers to ensure consistency across the hiring process
Focus on follow-up questions - Use the suggested follow-up questions to dig deeper into candidates' experiences and thought processes
Score independently - Have each interviewer complete their assessment before discussing candidates to avoid groupthink
Track performance data - Use the metrics from this guide to identify patterns that correlate with successful hires

For more guidance on making the most of structured interviews, check out our comprehensive guide on how to conduct a job interview.

Job Description

Performance Marketing Manager

About [Company]

[Company] is a forward-thinking organization in the [Industry] sector, dedicated to delivering innovative solutions to its customers. Known for its data-driven approach and commitment to excellence, [Company] is seeking a talented Performance Marketing Manager to drive growth through strategic digital marketing initiatives.

The Role

The Performance Marketing Manager will play a crucial role in planning, executing, and optimizing performance marketing campaigns across multiple digital channels. This position sits at the intersection of creativity and analytics, requiring someone who can develop compelling marketing strategies while meticulously tracking and optimizing campaign performance to maximize ROI.

Key Responsibilities

Develop and implement comprehensive performance marketing strategies across paid search, social media, display advertising, and other digital channels
Manage campaign budgets effectively, ensuring optimal allocation of resources to drive maximum return on investment
Establish and track key performance indicators (KPIs) to measure campaign effectiveness and inform ongoing optimization
Conduct A/B testing to continuously refine campaign elements and improve performance metrics
Analyze campaign data to identify trends, opportunities, and actionable insights
Collaborate with cross-functional teams including content, design, and sales to ensure alignment and effective execution
Stay up-to-date with emerging digital marketing trends, tools, and best practices
Report on campaign performance to stakeholders, translating complex data into actionable recommendations

What We're Looking For

3-5 years of experience in performance marketing, with demonstrated success in managing paid media campaigns
Proficiency with digital marketing platforms (Google Ads, Facebook Ads, LinkedIn Ads, etc.) and analytics tools
Strong analytical skills with the ability to interpret data and make data-driven decisions
Excellence in campaign optimization and A/B testing methodologies
Creative problem-solving abilities and strategic thinking skills
Effective communication and collaboration skills
Adaptability and enthusiasm for learning new technologies and approaches
Results-oriented mindset with a focus on driving measurable outcomes

Why Join [Company]

At [Company], we're not just creating products; we're shaping the future of [Industry]. By joining our team, you'll be part of an innovative environment that values creativity, analytical thinking, and continuous improvement.

Competitive compensation package: [Pay Range]
Comprehensive benefits including health insurance, retirement plans, and paid time off
Professional development opportunities and a culture of continuous learning
Collaborative work environment with passionate colleagues
Opportunity to make a significant impact in a growing company

Hiring Process

We've designed our hiring process to be thorough but efficient, ensuring you have all the information you need to determine if [Company] is the right fit for you:

Initial Screening: A 30-minute conversation with our recruiting team to discuss your experience and interests
Marketing Skills Assessment: A practical work sample that allows you to demonstrate your performance marketing expertise
Technical and Strategic Interview: In-depth discussion with the marketing leadership team about your approach to performance marketing
Team Collaboration Interview: Meet with cross-functional team members to explore how you collaborate and solve problems together
Final Interview: Conversation with the CMO or relevant executive to discuss your vision for the role

Ideal Candidate Profile (Internal)

Role Overview

The Performance Marketing Manager will be responsible for driving measurable business results through data-driven marketing campaigns across digital channels. This role requires a strategic thinker who can translate business objectives into effective marketing tactics, optimize campaign performance through analytical insights, and collaborate cross-functionally to ensure cohesive marketing efforts. Success in this role requires both technical marketing expertise and strong leadership abilities.

Essential Behavioral Competencies

Data-Driven Decision Making - Uses quantitative and qualitative data to inform marketing decisions; demonstrates comfort with analytics platforms and a commitment to measuring results; bases recommendations on evidence rather than intuition.

Strategic Thinking - Develops comprehensive performance marketing strategies that align with business objectives; anticipates market trends and competitive challenges; balances short-term tactical needs with long-term strategic goals.

Creative Problem-Solving - Identifies innovative solutions to marketing challenges; thinks outside conventional approaches when traditional methods aren't yielding results; demonstrates resourcefulness in optimizing campaign performance.

Adaptability - Quickly adjusts strategies and tactics based on changing market conditions or performance data; embraces new platforms and technologies; maintains effectiveness in a rapidly evolving digital marketing landscape.

Cross-Functional Collaboration - Works effectively with diverse teams including content, design, sales, and product; communicates marketing goals and performance clearly to stakeholders; incorporates feedback and aligns marketing initiatives with broader organizational objectives.

Desired Outcomes

Increase qualified lead generation by [X%] within the first 6 months through optimized performance marketing campaigns
Improve conversion rates across digital channels by implementing systematic A/B testing and continuous optimization
Reduce customer acquisition costs by [X%] through more efficient budget allocation and improved targeting strategies
Develop a comprehensive attribution model that accurately measures the impact of various marketing channels on revenue
Establish a scalable framework for campaign management that can accommodate business growth and new market entry

Ideal Candidate Traits

The ideal Performance Marketing Manager demonstrates a blend of analytical rigor and marketing creativity. They have a proven track record of driving measurable results through paid digital channels and are equally comfortable analyzing campaign data as they are developing innovative marketing strategies.

They should have experience managing substantial marketing budgets across multiple digital platforms and be able to optimize spend allocation based on performance. Strong candidates will show evidence of having improved key metrics like cost per acquisition, conversion rates, and return on ad spend in previous roles.

The ideal candidate is a natural collaborator who can effectively communicate marketing performance to both technical and non-technical stakeholders. They remain calm under pressure, especially when managing multiple campaigns with tight deadlines. They demonstrate intellectual curiosity and a commitment to continuous learning in the ever-evolving digital marketing landscape.

While industry-specific experience in [Industry] is valuable, more important is their ability to quickly understand complex products/services and translate that understanding into effective marketing campaigns that resonate with target audiences.

1. Screening Interview

Directions for the Interviewer

This initial interview aims to assess if the candidate has the fundamental experience, skills, and mindset required for the Performance Marketing Manager role. Focus on their past performance, analytical capabilities, and approach to campaign management. This screening should help you identify candidates who demonstrate a strong foundation in performance marketing fundamentals, understanding of key metrics, and a data-driven approach to marketing.

Your goal is to determine which candidates have the potential to succeed in this role and should proceed to subsequent interview stages. Ask open-ended questions that encourage candidates to provide specific examples from their experience. Listen for indicators of strategic thinking, analytical capability, and results orientation. Allocate about 5-10 minutes at the end for the candidate to ask questions about the role or company.

Directions to Share with Candidate

During this 30-minute conversation, I'll be asking about your performance marketing experience, your approach to campaign management, and your familiarity with various digital marketing platforms and analytics tools. I'm interested in understanding your experience with data-driven marketing and how you've contributed to business outcomes in past roles. Feel free to share specific examples from your work that highlight your capabilities. We'll have time at the end for you to ask any questions about the role or [Company].

Interview Questions

Tell me about your most successful performance marketing campaign. What platforms did you use, what was your approach, and what results did you achieve?

Areas to Cover

The specific platforms and channels utilized in the campaign
The overall strategy behind the campaign and how it tied to business objectives
The budget managed and how it was allocated
Key performance metrics they tracked and the results achieved
Their specific role and contributions to the campaign's success
Any challenges faced and how they were overcome

Possible Follow-up Questions

What was the ROI of this campaign, and how did you measure it?
How did you determine the optimal channel mix for this campaign?
What surprised you about the campaign performance, and what would you do differently?
How did you optimize the campaign over time?

Walk me through your process for developing a paid media strategy from scratch for a new product or service.

Areas to Cover

Their approach to audience research and targeting
How they determine budget allocation across platforms
Their framework for establishing campaign objectives and KPIs
How they integrate the strategy with broader marketing initiatives
How they test and validate strategic assumptions
Their approach to competitive analysis in the strategy process

Possible Follow-up Questions

How do you balance testing new channels versus investing in proven performers?
How do you incorporate customer insights into your strategy development?
How do you approach forecasting performance for new campaigns?
How do you adapt your strategy when initial results don't meet expectations?

Describe your experience with analytics tools and how you use data to inform marketing decisions.

Areas to Cover

Specific analytics platforms they're proficient with (Google Analytics, Data Studio, etc.)
How they structure reporting dashboards and what metrics they prioritize
Their process for translating data into actionable insights
Experience with A/B testing and optimization methodologies
How they communicate data insights to stakeholders
Examples of data-driven decisions that led to improved performance

Possible Follow-up Questions

Can you share an example where data analysis revealed an unexpected insight?
How do you approach attribution modeling across multiple channels?
How do you balance quantitative data with qualitative insights?
How do you handle conflicting data points or inconclusive test results?

How do you stay current with the constantly changing landscape of performance marketing platforms, algorithms, and best practices?

Areas to Cover

Their methods for continuous learning and professional development
Specific resources they rely on to stay informed (blogs, podcasts, communities)
How they test and implement new platform features or strategies
How they evaluate the credibility of new marketing trends
Their approach to experimenting with emerging platforms
Examples of successfully adopting new marketing approaches or technologies

Possible Follow-up Questions

How do you determine which new platforms or trends are worth investing time in?
How do you balance adopting new approaches while maintaining existing campaigns?
How do you evaluate the potential impact of platform algorithm changes?
Can you share an example of a recent change you've made based on a new marketing trend?

What metrics do you consider most important when evaluating performance marketing success, and how do these tie to business objectives?

Areas to Cover

Their understanding of both marketing metrics and business KPIs
How they connect tactical marketing metrics to strategic business outcomes
Their approach to setting appropriate benchmarks
How they communicate performance to different stakeholders
Their process for adjusting KPIs based on campaign stage or business needs
Examples of how they've aligned marketing metrics with business objectives

Possible Follow-up Questions

How do you handle situations where marketing KPIs are performing well but business results aren't following?
How do you approach goal-setting for campaigns in new markets or with new products?
How do you determine when to optimize for short-term versus long-term metrics?
How has your perspective on important metrics evolved over your career?

What experience do you have managing marketing budgets, and what is your approach to budget allocation and optimization?

Areas to Cover

The scale of budgets they've managed in previous roles
Their framework for initial budget allocation across channels
How they monitor and adjust budgets based on performance
Their approach to forecasting and ROI modeling
How they handle budget constraints or cuts
Examples of improving efficiency or performance through budget optimization

Possible Follow-up Questions

How do you make the case for additional budget when you see an opportunity?
How do you approach seasonal budget planning?
How do you determine when to cut funding to underperforming channels?
What tools or methods do you use to forecast performance based on budget changes?

Interview Scorecard

Data-Driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Relies primarily on intuition with minimal reference to data
2: Uses basic metrics but lacks sophisticated analytical approach
3: Consistently uses data to drive decisions and can speak to appropriate metrics
4: Demonstrates advanced analytical thinking with clear examples of using complex data to drive exceptional results

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Focuses primarily on tactical execution without strategic context
2: Shows some strategic consideration but may struggle to articulate long-term vision
3: Demonstrates clear understanding of how performance marketing connects to broader business goals
4: Shows exceptional strategic insight with examples of developing innovative approaches that drove business results

Platform Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited experience with major performance marketing platforms
2: Familiar with major platforms but lacks depth in optimization techniques
3: Proficient across multiple platforms with clear understanding of optimization strategies
4: Expert-level knowledge across various platforms with evidence of achieving exceptional results

Goal: Increase qualified lead generation

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited experience with lead generation campaigns
2: May Partially Achieve Goal - Has some experience but approach lacks sophistication
3: Likely to Achieve Goal - Demonstrates proven track record with lead generation campaigns
4: Likely to Exceed Goal - Shows innovative approaches and exceptional results in previous lead generation efforts

Goal: Improve conversion rates through testing and optimization

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Minimal experience with conversion optimization
2: May Partially Achieve Goal - Basic understanding of testing methodologies
3: Likely to Achieve Goal - Demonstrates systematic approach to testing and optimization
4: Likely to Exceed Goal - Shows sophisticated testing framework with examples of significant improvements

Goal: Reduce customer acquisition costs

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Little focus on efficiency metrics
2: May Partially Achieve Goal - Some experience optimizing for cost but limited results
3: Likely to Achieve Goal - Clear approach to cost optimization with successful examples
4: Likely to Exceed Goal - Exceptional track record of reducing CAC while maintaining or improving quality

Based on this interview, would you recommend this candidate proceed to the next round?

1: Strong No Hire - Significant gaps in fundamental skills or experience
2: No Hire - Does not meet several key requirements for the role
3: Hire - Meets the core requirements and shows potential to succeed
4: Strong Hire - Exceeds expectations across multiple dimensions with clear evidence of success

2. Performance Marketing Skills Assessment (Work Sample)

Directions for the Interviewer

This work sample is designed to evaluate the candidate's practical performance marketing skills in a controlled environment. You'll be assessing their strategic thinking, analytical abilities, and tactical execution skills through a hands-on exercise. This assessment helps identify candidates who can translate marketing theory into effective practice and demonstrates how they approach marketing challenges.

Prior to the interview, provide the candidate with the exercise brief (detailed below) at least 24 hours in advance to allow for preparation. During the interview, the candidate will present their response and answer follow-up questions. Listen for evidence of strategic thinking, channel expertise, data-driven decision making, and budget optimization skills. Evaluate both the quality of their strategy and their ability to articulate their thinking process.

Directions to Share with Candidate

For this assessment, you'll develop a performance marketing strategy for a hypothetical scenario. We'll provide you with the brief at least 24 hours before our meeting to give you time to prepare. During our session, you'll have 20 minutes to present your strategy, followed by 25 minutes of discussion and questions. We're interested in understanding your strategic approach, channel selection rationale, budget allocation thinking, and how you would measure success. This exercise is designed to simulate the type of work you would do in this role.

Exercise Brief to Send in Advance:

You've been hired as the Performance Marketing Manager for [Company], which is launching a new [product/service] targeting [specific audience]. You have a quarterly budget of $100,000 to generate qualified leads and drive customer acquisition.

Prepare a performance marketing strategy that includes:

Channel selection and rationale
Budget allocation across channels
Key metrics you would track
Your approach to campaign optimization
How you would measure ROI

Please prepare a 15-20 minute presentation outlining your strategy. Be prepared to discuss your rationale and answer follow-up questions.

Interview Questions

Walk me through your overall strategy and the key objectives you've identified for this campaign.

Areas to Cover

Clarity of the strategy and alignment with business objectives
How they prioritized objectives (acquisition, awareness, engagement)
Their understanding of the target audience and how it influenced the strategy
Whether they identified meaningful KPIs that connect to business outcomes
How they approached timeline and phasing of the campaign
Whether they considered potential challenges and contingency plans

Possible Follow-up Questions

How did you determine these objectives were the right focus?
What assumptions did you make about the target audience?
How would you adapt this strategy if the product launch was delayed?
What would you consider a successful campaign based on these objectives?

Explain your channel selection and budget allocation decisions. What was your rationale?

Areas to Cover

The mix of channels they selected and why
How they determined budget allocation percentages
Whether they considered the customer journey in their channel selection
Their understanding of the strengths and limitations of each channel
How they approached balancing proven versus experimental channels
Whether they considered seasonality or market timing factors

Possible Follow-up Questions

Which channel do you expect to deliver the highest ROI and why?
How would you reallocate budget if one channel significantly underperformed?
What factors would cause you to reconsider this channel mix mid-campaign?
How would you adjust this strategy if the budget was cut by 50%?

How would you approach testing and optimization throughout the campaign?

Areas to Cover

Their framework for A/B or multivariate testing
How they prioritize what elements to test first
Their approach to determining statistical significance
How they would implement learnings from tests
Their process for continuous optimization
How they balance testing with consistent performance

Possible Follow-up Questions

What specific elements would you test first and why?
How quickly would you make optimization decisions based on data?
How do you ensure tests are providing valid, actionable insights?
How would you document and share testing results with stakeholders?

What tools and technologies would you use to execute and measure this campaign?

Areas to Cover

The specific platforms and tools they recommend
Their understanding of how these tools integrate with each other
How they would structure reporting and analytics
Their approach to attribution across multiple channels
Their familiarity with automation capabilities
How they would use technology to improve efficiency

Possible Follow-up Questions

What attribution model would you recommend and why?
How would you handle tracking limitations (e.g., iOS privacy changes)?
What manual processes would you implement alongside automation?
What custom reporting would you set up to monitor campaign health?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Strategy lacks cohesion or clear alignment with business objectives
2: Presents basic strategy that addresses some key requirements but lacks depth
3: Demonstrates comprehensive strategy with clear rationale and business alignment
4: Presents exceptional strategy with innovative approaches and thorough consideration of all factors

Channel Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited understanding of digital marketing channels and their optimal use
2: Basic knowledge of major channels but lacks sophisticated application
3: Strong knowledge across relevant channels with clear optimization strategies
4: Expert-level understanding with nuanced approach to channel selection and integration

Budget Allocation

0: Not Enough Information Gathered to Evaluate
1: Allocation seems arbitrary without clear rationale
2: Basic allocation that follows conventional patterns but lacks strategic insight
3: Thoughtful allocation with clear reasoning tied to campaign objectives
4: Sophisticated allocation with contingency planning and dynamic adjustment strategies

Testing & Optimization Approach

0: Not Enough Information Gathered to Evaluate
1: Minimal or superficial testing strategy
2: Basic testing framework but lacks depth or methodological rigor
3: Comprehensive testing strategy with clear methodology and implementation plan
4: Advanced testing framework with innovative approaches and clear prioritization

Goal: Increase qualified lead generation

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Strategy unlikely to drive qualified leads effectively
2: May Partially Achieve Goal - Some elements may drive leads but approach has gaps
3: Likely to Achieve Goal - Strategy demonstrates sound approach to lead generation
4: Likely to Exceed Goal - Strategy shows innovative and comprehensive approach to lead generation

Goal: Improve conversion rates through testing and optimization

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Testing strategy is minimal or ineffective
2: May Partially Achieve Goal - Basic testing approach but may miss key opportunities
3: Likely to Achieve Goal - Demonstrates effective testing methodology for improvement
4: Likely to Exceed Goal - Shows sophisticated optimization framework with high potential impact

Goal: Reduce customer acquisition costs

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Little focus on efficiency in strategy
2: May Partially Achieve Goal - Some efficiency considerations but not comprehensive
3: Likely to Achieve Goal - Clear approach to optimizing for acquisition costs
4: Likely to Exceed Goal - Strategy demonstrates exceptional focus on efficiency with innovative approaches

Based on this work sample, would you recommend this candidate?

1: Strong No Hire - Demonstrated significant gaps in fundamental marketing knowledge
2: No Hire - Work sample did not meet several key requirements
3: Hire - Demonstrated solid performance marketing capabilities
4: Strong Hire - Exceptional work sample demonstrating superior skills and innovative thinking

3. Technical & Strategic Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's depth of technical knowledge and strategic capabilities in performance marketing. You'll be evaluating their expertise across multiple marketing platforms, their analytical abilities, and their strategic approach to performance marketing challenges. This interview helps identify candidates who can not only execute campaigns but can also develop sophisticated strategies that drive business results.

Dive deep into technical questions about platform capabilities, analytics, and optimization strategies. Ask for specific examples from their past experience to validate their knowledge. Listen for evidence of both technical proficiency and strategic thinking. Pay attention to how they connect tactical execution to broader business goals. Assess whether they have the technical depth required for the role while maintaining a strategic perspective.

Directions to Share with Candidate

In this interview, we'll be exploring your technical knowledge of performance marketing platforms and your strategic approach to marketing challenges. I'll ask questions about specific platforms, analytics methodologies, and optimization techniques. I'm interested in understanding both your technical capabilities and how you think about marketing strategy. Feel free to use specific examples from your experience to illustrate your points. We'll have time at the end for you to ask questions about the role or [Company].

Interview Questions

Describe your experience with Google Ads. What campaign types have you managed, and what advanced features or strategies have you implemented?

Areas to Cover

Experience with different campaign types (Search, Display, Shopping, Video, etc.)
Knowledge of advanced features (automated bidding, audience solutions, etc.)
Understanding of Quality Score optimization
Experience with account structure and organization
Approach to keyword strategy and match types
Experience with conversion tracking implementation

Possible Follow-up Questions

How do you approach keyword research and selection?
What's your approach to bid management and budget pacing?
How do you optimize landing pages for Google Ads performance?
How have you adapted to recent changes in the Google Ads platform?

Walk me through your approach to social media advertising. Which platforms have you worked with, and how do you optimize campaigns on each?

Areas to Cover

Experience across different social platforms (Facebook/Instagram, LinkedIn, Twitter, TikTok, etc.)
Understanding of audience targeting capabilities on each platform
Knowledge of creative best practices for different social channels
Experience with objectives and optimization settings
Approach to creative testing on social platforms
Understanding of platform-specific metrics and analytics

Possible Follow-up Questions

How do you approach creative development for different social platforms?
How do you balance prospecting versus retargeting in your social strategy?
How have iOS privacy changes affected your social media strategies?
Which attribution windows do you typically use for social campaigns and why?

Tell me about your experience with marketing analytics. How do you approach attribution, and what tools do you use to measure and report on performance?

Areas to Cover

Experience with different analytics platforms (Google Analytics, Adobe, etc.)
Understanding of attribution models and their applications
Approach to cross-channel attribution challenges
Experience building dashboards and reporting systems
Knowledge of UTM parameters and tracking implementation
How they translate data into actionable insights

Possible Follow-up Questions

How do you handle discrepancies between platform data and analytics data?
How do you approach attribution for channels with limited tracking capabilities?
What custom reporting have you implemented to gain deeper insights?
How do you make analytics accessible to non-technical stakeholders?

Describe a time when you had to significantly revise a performance marketing strategy due to poor results. What was your approach, and what was the outcome? (Creative Problem-Solving)

Areas to Cover

How they diagnosed the performance issues
Their process for developing alternative approaches
How they managed stakeholder expectations during the transition
The specific changes they implemented
How they measured the impact of the changes
What they learned from the experience

Possible Follow-up Questions

How did you determine the root cause of the performance issues?
How did you prioritize which elements to change first?
How did you mitigate risk when implementing the new strategy?
What would you do differently if faced with a similar situation in the future?

How do you approach budget allocation and optimization across multiple marketing channels? Walk me through your methodology. (Strategic Thinking)

Areas to Cover

Their framework for initial budget allocation
How they establish performance benchmarks
Their process for ongoing budget optimization
How they handle seasonal fluctuations or special events
Their approach to testing new channels with limited data
How they balance short-term performance with long-term objectives

Possible Follow-up Questions

How frequently do you reassess budget allocation?
How do you determine when to cut funding to an underperforming channel?
How do you approach budget planning for new markets or products?
How do you make the case for increasing marketing budget?

How do you stay current with the rapidly changing performance marketing landscape, and can you give an example of how you've successfully implemented a new strategy or technology? (Adaptability)

Areas to Cover

Their methods for continuous learning and development
Their approach to evaluating new platforms or technologies
How they test and implement new strategies
Their risk management approach when trying new methods
Specific examples of successful innovation
How they balance innovation with reliable performance

Possible Follow-up Questions

How do you determine which new trends are worth pursuing?
How do you test new approaches without risking overall performance?
How do you stay ahead of competitors in adopting new technologies?
How do you evaluate the long-term viability of new platforms or channels?

Interview Scorecard

Technical Platform Knowledge

0: Not Enough Information Gathered to Evaluate
1: Limited knowledge of major platforms and their capabilities
2: Basic understanding of platforms but lacks advanced knowledge
3: Strong technical knowledge across relevant platforms with clear examples
4: Expert-level understanding with sophisticated implementation examples

Analytics & Measurement Expertise

0: Not Enough Information Gathered to Evaluate
1: Basic understanding of analytics but limited experience with implementation
2: Solid knowledge of fundamental analytics concepts and basic implementation
3: Strong analytics capabilities with experience implementing sophisticated measurement
4: Advanced analytics expertise with examples of complex attribution and custom implementations

Creative Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Limited evidence of creative solutions to marketing challenges
2: Shows some creativity but tends toward conventional approaches
3: Demonstrates strong problem-solving with examples of innovative solutions
4: Exceptional creative thinking with multiple examples of breakthrough approaches

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Primarily focused on tactics without clear strategic framework
2: Shows basic strategic thinking but may lack depth or business alignment
3: Demonstrates strong strategic capabilities with clear business alignment
4: Exceptional strategic thinking with sophisticated frameworks and business integration

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Shows resistance to change or slow to adopt new approaches
2: Accepts change but may not proactively seek new methods
3: Demonstrates good adaptability with examples of implementing new approaches
4: Highly adaptable with evidence of leading innovation and change

Goal: Develop a comprehensive attribution model

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited understanding of attribution concepts
2: May Partially Achieve Goal - Basic knowledge but lacks sophisticated approach
3: Likely to Achieve Goal - Strong attribution knowledge and implementation experience
4: Likely to Exceed Goal - Advanced attribution expertise with innovative approaches

Goal: Establish a scalable campaign management framework

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited experience with scalable frameworks
2: May Partially Achieve Goal - Some structure but may not be fully scalable
3: Likely to Achieve Goal - Clear approach to building scalable campaign systems
4: Likely to Exceed Goal - Sophisticated framework with proven scalability in past roles

Based on this interview, would you recommend this candidate?

1: Strong No Hire - Significant gaps in technical knowledge or strategic thinking
2: No Hire - Does not meet several key requirements for the role
3: Hire - Demonstrates strong technical and strategic capabilities
4: Strong Hire - Exceptional technical expertise and strategic thinking

4. Team Collaboration Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's ability to collaborate effectively with cross-functional teams, communicate complex marketing concepts to diverse stakeholders, and work productively in a team environment. As a Performance Marketing Manager will need to partner with various departments, this interview helps identify candidates who can build relationships, navigate organizational dynamics, and drive results through effective collaboration.

Include representatives from teams that would work closely with the Performance Marketing Manager, such as content, design, sales, or product teams. Structure the interview as a discussion about cross-functional collaboration rather than a traditional question-and-answer format. Listen for evidence of the candidate's communication skills, empathy, and ability to align marketing initiatives with broader team goals. Pay attention to how they handle potential conflicts and their approach to building consensus.

Directions to Share with Candidate

In this interview, we'll be discussing how you collaborate with different teams and stakeholders in your performance marketing role. You'll meet with representatives from our [content/design/sales/product] teams to explore how you approach cross-functional collaboration. We're interested in understanding how you communicate marketing concepts to diverse audiences, align initiatives across teams, and handle collaborative challenges. This conversation will help us understand how you might work within our team environment at [Company].

Interview Questions

Tell us about a successful cross-functional marketing project you led or participated in. What was your role, and how did you ensure effective collaboration? (Cross-Functional Collaboration)

Areas to Cover

The nature of the project and the different teams involved
Their specific role and responsibilities
How they established common goals and expectations
Their communication approach with different stakeholders
How they handled challenges or conflicts that arose
The outcomes of the collaboration and key lessons learned

Possible Follow-up Questions

How did you ensure all team members understood the marketing objectives?
How did you incorporate feedback from different departments?
What would you do differently if you could do the project over again?
How did you keep the project moving forward when facing obstacles?

How do you approach communicating complex marketing data and insights to non-marketing stakeholders? (Cross-Functional Collaboration)

Areas to Cover

Their framework for translating technical concepts into accessible language
How they tailor communications for different audiences
Their use of visualization or storytelling to enhance understanding
How they handle questions or skepticism about data
Their approach to building data literacy among colleagues
Examples of successfully communicating complex concepts

Possible Follow-up Questions

How do you determine the appropriate level of detail for different stakeholders?
How do you handle situations where stakeholders misinterpret data?
What visualization methods have you found most effective?
How do you ensure stakeholders can act on the insights you provide?

Describe a situation where you had to resolve a conflict or disagreement with a colleague from another department regarding a marketing initiative. (Cross-Functional Collaboration)

Areas to Cover

The nature of the conflict and the stakeholders involved
Their approach to understanding the other person's perspective
How they communicated their own position
Steps they took to find common ground
The resolution process and outcome
What they learned from the experience

Possible Follow-up Questions

How did you maintain a positive relationship despite the disagreement?
What would you do differently if faced with a similar situation?
How do you approach conflicts when there's a power imbalance?
How do you prevent similar conflicts from occurring in the future?

How do you collaborate with creative and content teams to develop effective performance marketing assets? (Cross-Functional Collaboration)

Areas to Cover

Their process for briefing creative teams
How they incorporate performance data into creative direction
Their approach to providing feedback on creative work
How they balance creative vision with performance requirements
Their methods for testing and optimizing creative assets
Examples of successful creative collaboration

Possible Follow-up Questions

How do you help creative teams understand performance marketing constraints?
How do you incorporate creative team insights into your marketing strategy?
How do you handle situations where creative concepts don't perform well?
How do you maintain creative freshness while also maintaining performance?

How do you ensure performance marketing initiatives align with broader company objectives and strategies? (Strategic Thinking)

Areas to Cover

Their process for understanding company goals and strategy
How they translate broad objectives into marketing metrics
Their approach to communicating alignment to stakeholders
How they adjust marketing plans as company priorities shift
Their methods for demonstrating marketing's contribution to business goals
Examples of successfully aligning marketing with organizational objectives

Possible Follow-up Questions

How do you prioritize marketing initiatives when resources are limited?
How do you handle situations where marketing goals conflict with other departmental goals?
How do you advocate for marketing priorities while respecting other departments' needs?
How do you measure marketing's contribution to company objectives?

Tell us about a time when you had to adapt your performance marketing approach based on feedback or insights from another department. (Adaptability)

Areas to Cover

The situation and the feedback received
How they evaluated the validity of the feedback
Their process for incorporating the insights
How they communicated changes to stakeholders
The impact of the adaptation on results
What they learned from the experience

Possible Follow-up Questions

How do you determine which feedback to incorporate and which to set aside?
How do you balance conflicting feedback from different departments?
How do you maintain marketing effectiveness while accommodating other perspectives?
How do you encourage constructive feedback from other teams?

Interview Scorecard

Cross-Functional Collaboration

0: Not Enough Information Gathered to Evaluate
1: Shows limited ability to work effectively with other departments
2: Can collaborate on basic projects but may struggle with complex cross-functional work
3: Demonstrates strong collaborative skills with clear examples of successful partnerships
4: Exceptional collaborator who enhances team outcomes through skillful partnership

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Communication is unclear or overly technical for non-marketing audiences
2: Basic communication skills but may struggle to adapt style for different audiences
3: Communicates clearly with ability to tailor message to different stakeholders
4: Exceptional communicator who can translate complex concepts and inspire action

Conflict Resolution

0: Not Enough Information Gathered to Evaluate
1: Avoids conflict or handles disagreements ineffectively
2: Basic conflict resolution skills but may struggle with complex or sensitive situations
3: Demonstrates effective conflict resolution with positive outcomes
4: Exceptional ability to navigate conflicts and transform them into opportunities

Relationship Building

0: Not Enough Information Gathered to Evaluate
1: Minimal evidence of building effective working relationships
2: Forms basic working relationships but may not develop deeper partnerships
3: Builds strong, productive relationships across different teams
4: Exceptional relationship builder who creates lasting partnerships that enhance results

Goal: Increase qualified lead generation through cross-functional initiatives

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited ability to align marketing with sales needs
2: May Partially Achieve Goal - Basic coordination but may miss opportunities
3: Likely to Achieve Goal - Strong approach to aligning marketing and sales efforts
4: Likely to Exceed Goal - Exceptional ability to drive integrated lead generation strategies

Goal: Develop a consistent campaign process across teams

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited process development experience
2: May Partially Achieve Goal - Can implement basic processes but may lack sophistication
3: Likely to Achieve Goal - Clear approach to developing efficient cross-team processes
4: Likely to Exceed Goal - Exceptional process design skills with evidence of successful implementation

Based on this interview, would you recommend this candidate?

1: Strong No Hire - Significant concerns about collaborative abilities
2: No Hire - Does not meet several key requirements for team integration
3: Hire - Demonstrates strong collaborative skills and team fit
4: Strong Hire - Exceptional collaborator who would enhance team effectiveness

5. Executive Interview (Optional)

Directions for the Interviewer

This final interview with a senior marketing leader or executive focuses on evaluating the candidate's strategic vision, leadership potential, and cultural fit within the organization. As an executive, your goal is to assess whether the candidate has the strategic mindset and leadership qualities to drive marketing initiatives that support broader business objectives. This interview helps identify candidates who can think beyond tactical execution to shape the organization's performance marketing strategy.

Focus on high-level questions about marketing vision, business acumen, and leadership approach. Avoid duplicating technical questions from previous interviews. Instead, explore how the candidate would apply their expertise to address [Company]'s specific challenges and opportunities. Listen for evidence of strategic thinking, business understanding, and alignment with company values. This interview should help determine if the candidate can successfully partner with leadership to drive marketing impact.

Directions to Share with Candidate

In this conversation with our [CMO/VP of Marketing/other executive], we'll be discussing your vision for performance marketing at [Company], your approach to strategic marketing challenges, and how you see the role contributing to our business objectives. This is an opportunity to explore how your experience and perspectives align with our organization's direction. We're interested in understanding how you think about marketing strategy and leadership, as well as answering any questions you might have about our company vision and culture.

Interview Questions

Based on what you've learned about [Company], what do you see as the biggest opportunities and challenges for our performance marketing efforts? (Strategic Thinking)

Areas to Cover

Their understanding of [Company]'s business model and market position
Their ability to identify relevant marketing opportunities
Their awareness of industry challenges and competitive landscape
How they connect marketing strategy to business outcomes
Their vision for how performance marketing can drive growth
Their prioritization of opportunities based on potential impact

Possible Follow-up Questions

How would you approach addressing the challenges you've identified?
What resources or support would you need to capitalize on these opportunities?
How have you tackled similar challenges in previous roles?
How would you measure success in addressing these opportunities?

Tell me about a time when you had to make a significant strategic pivot in your marketing approach. What led to that decision, and how did you implement it? (Strategic Thinking & Adaptability)

Areas to Cover

The situation that necessitated the strategic change
Their process for evaluating options and making decisions
How they communicated the pivot to stakeholders
Their approach to implementing the new strategy
How they measured the impact of the change
What they learned from the experience

Possible Follow-up Questions

How did you gain buy-in from stakeholders for the pivot?
What resistance did you face, and how did you overcome it?
How did you balance short-term disruption with long-term benefits?
What would you do differently if faced with a similar situation?

How do you approach building and developing a high-performing marketing team? (Leadership)

Areas to Cover

Their leadership philosophy and management style
How they identify and nurture talent
Their approach to setting goals and expectations
How they provide feedback and coaching
Their methods for fostering innovation and continuous improvement
Examples of successfully developing team members

Possible Follow-up Questions

How do you handle performance issues within a team?
How do you foster collaboration while maintaining individual accountability?
How do you keep a team motivated during challenging periods?
How do you ensure diverse perspectives are included in team decisions?

How do you ensure that performance marketing initiatives contribute to broader business objectives beyond just marketing metrics? (Strategic Thinking)

Areas to Cover

Their understanding of how marketing impacts business outcomes
How they align marketing KPIs with business goals
Their approach to demonstrating marketing ROI
How they communicate marketing's value to executive leadership
Their process for adjusting strategy based on business priorities
Examples of successfully connecting marketing to business results

Possible Follow-up Questions

How do you prioritize marketing initiatives when resources are limited?
How do you handle situations where short-term marketing goals conflict with long-term business objectives?
How do you measure marketing's impact on customer lifetime value?
How do you collaborate with finance to demonstrate marketing's business impact?

What industry trends or emerging technologies do you believe will have the biggest impact on performance marketing in the next few years? (Adaptability)

Areas to Cover

Their knowledge of current industry trends and emerging technologies
How they evaluate the potential impact of new developments
Their approach to testing and adopting new marketing methods
How they balance innovation with proven strategies
Their vision for the future of performance marketing
Examples of successfully leveraging emerging trends

Possible Follow-up Questions

How would you recommend our company prepare for these changes?
How do you separate genuine innovations from marketing hype?
How do you stay ahead of competitors in adopting new technologies?
How would you approach testing these emerging approaches at [Company]?

What questions do you have about our company strategy, culture, or expectations for this role?

Areas to Cover

The thoughtfulness and relevance of their questions
Their understanding of the company and role based on questions
Areas where they seek greater clarity or alignment
How their questions reveal their priorities and values
The depth of research they've done about the company
Their level of engagement and interest in the role

Possible Follow-up Questions

This question is for the candidate to ask questions, so follow-up will depend on their specific inquiries.

Interview Scorecard

Strategic Vision

0: Not Enough Information Gathered to Evaluate
1: Limited strategic thinking with primarily tactical focus
2: Shows basic strategic understanding but lacks depth or innovation
3: Demonstrates strong strategic vision with clear connection to business objectives
4: Exceptional strategic thinker with innovative vision and business alignment

Business Acumen

0: Not Enough Information Gathered to Evaluate
1: Limited understanding of business fundamentals and marketing's role
2: Basic business knowledge but may struggle to connect marketing to broader business
3: Strong business understanding with clear ability to align marketing with business goals
4: Exceptional business acumen with sophisticated understanding of marketing's business impact

Leadership Potential

0: Not Enough Information Gathered to Evaluate
1: Limited leadership experience or capabilities
2: Shows basic leadership skills but may lack depth in team development
3: Demonstrates strong leadership capabilities with clear examples of team success
4: Exceptional leader with proven ability to build and inspire high-performing teams

Industry Knowledge

0: Not Enough Information Gathered to Evaluate
1: Limited awareness of industry trends and future direction
2: Basic industry knowledge but may lack forward-looking perspective
3: Strong industry awareness with clear understanding of emerging trends
4: Exceptional industry expertise with sophisticated perspective on future developments

Goal: Develop a comprehensive attribution model aligned with business objectives

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited strategic approach to attribution
2: May Partially Achieve Goal - Basic understanding but may lack business integration
3: Likely to Achieve Goal - Strong approach to business-aligned attribution
4: Likely to Exceed Goal - Sophisticated vision for attribution that enhances business decisions

Goal: Establish a scalable framework that supports company growth

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited scalability thinking
2: May Partially Achieve Goal - Basic scaling approach but may lack sophistication
3: Likely to Achieve Goal - Clear vision for scalable marketing framework
4: Likely to Exceed Goal - Exceptional approach to building systems that enable growth

Based on this interview, would you recommend this candidate?

1: Strong No Hire - Significant concerns about strategic capabilities or alignment
2: No Hire - Does not meet several key requirements for strategic leadership
3: Hire - Demonstrates strong strategic thinking and leadership potential
4: Strong Hire - Exceptional strategic vision and leadership qualities

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: How did the candidate's performance marketing knowledge and experience compare to our requirements?

Guidance: Discuss the depth and breadth of the candidate's technical expertise across different platforms, their analytical capabilities, and their strategic approach to performance marketing.

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 a critical final step in the hiring process for a Performance Marketing Manager. They provide valuable third-party insights into the candidate's past performance, working style, and potential cultural fit. The goal is to validate information learned during interviews and uncover any potential concerns.

Before conducting reference checks, ask the candidate to provide 2-3 professional references who can speak directly to their performance marketing expertise and results. Ideally, these should include at least one direct supervisor and one cross-functional colleague. Encourage the candidate to notify their references in advance.

When speaking with references, maintain a conversational tone while following a structured approach. Begin by introducing yourself and explaining the role the candidate is being considered for. Ask open-ended questions and listen for specific examples rather than general characterizations. Pay particular attention to references' descriptions of the candidate's analytical abilities, strategic thinking, and collaborative approach.

Take detailed notes during the conversation and be alert for hesitations or qualifications in the reference's responses. Follow up on any vague answers to get concrete examples. Remember that reference checks are not just to confirm basic facts but to gain deeper insights into how the candidate operates in a professional environment.

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 to understand their perspective and the relevance of their feedback. Listen for details about reporting relationships, project collaborations, and the recency and duration of their working relationship.

What were [Candidate]'s primary responsibilities in their performance marketing role, and how effectively did they execute them?

Guidance: Get specific details about the scope of the candidate's role and their level of effectiveness. Listen for concrete examples of campaigns managed, platforms used, budgets handled, and results achieved. Note any discrepancies between what the reference describes and what the candidate shared during interviews.

Can you describe [Candidate]'s approach to data analysis and campaign optimization? How did they use data to drive marketing decisions?

Guidance: Assess the candidate's analytical capabilities and data-driven approach. Listen for specific examples of how they used data to improve campaign performance, their familiarity with analytics tools, and their ability to translate data into actionable insights. Pay attention to whether the reference describes a systematic approach or ad hoc analysis.

How would you rate [Candidate]'s strategic thinking abilities? Can you give an example of how they contributed to broader marketing or business objectives?

Guidance: Evaluate the candidate's ability to think beyond tactical execution. Listen for examples of how they connected performance marketing initiatives to larger business goals, their contribution to marketing strategy, and their ability to anticipate market trends or competitive moves.

How did [Candidate] collaborate with cross-functional teams? Can you describe their communication style and effectiveness in working with diverse stakeholders?

Guidance: Assess the candidate's collaborative capabilities and communication skills. Listen for examples of how they worked with teams like design, content, sales, or product. Pay attention to any challenges mentioned and how the candidate addressed them. Note their effectiveness in communicating technical marketing concepts to non-technical audiences.

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

Guidance: This question often reveals the reference's true assessment of the candidate. Listen carefully to both the rating and the explanation. A score below 8 may warrant follow-up questions to understand any reservations. Pay attention to non-verbal cues like hesitation or enthusiasm in the response.

What areas of growth or development would you suggest for [Candidate] to become even more effective in a performance marketing role?

Guidance: This question helps identify potential limitations or development needs. Listen for specific skills or competencies that might need strengthening. Consider whether these development areas align with your expectations for the role and if your organization can support this growth. Pay attention to whether the reference frames these as minor refinements or significant gaps.

Reference Check Scorecard

Data-Driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Reference indicates candidate rarely uses data effectively to drive decisions
2: Reference suggests basic data usage but limited sophisticated analysis
3: Reference confirms consistent data-driven approach with good analytical skills
4: Reference enthusiastically endorses exceptional analytical capabilities and data-driven approach

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Reference indicates mostly tactical focus with limited strategic perspective
2: Reference suggests some strategic capability but primarily execution-focused
3: Reference confirms strong strategic thinking with clear business alignment
4: Reference enthusiastically endorses exceptional strategic vision and business impact

Cross-Functional Collaboration

0: Not Enough Information Gathered to Evaluate
1: Reference indicates difficulty working effectively with other teams
2: Reference suggests adequate collaboration but occasional challenges
3: Reference confirms strong collaborative abilities with positive team relationships
4: Reference enthusiastically endorses exceptional collaboration skills and influence

Performance Marketing Expertise

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited practical expertise or dated knowledge
2: Reference suggests solid fundamentals but gaps in advanced techniques
3: Reference confirms strong expertise across relevant platforms and methodologies
4: Reference enthusiastically endorses exceptional expertise with innovative approaches

Goal: Increase qualified lead generation

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference indicates limited success with lead generation
2: May Partially Achieve Goal - Reference suggests moderate success but inconsistent
3: Likely to Achieve Goal - Reference confirms consistent success with lead generation
4: Likely to Exceed Goal - Reference enthusiastically endorses exceptional lead generation results

Goal: Improve conversion rates through testing and optimization

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference indicates limited testing or optimization experience
2: May Partially Achieve Goal - Reference suggests basic testing but limited sophistication
3: Likely to Achieve Goal - Reference confirms systematic approach to testing and optimization
4: Likely to Exceed Goal - Reference enthusiastically endorses exceptional optimization results

Goal: Reduce customer acquisition costs

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Reference indicates limited focus on efficiency
2: May Partially Achieve Goal - Reference suggests some efficiency improvements but modest
3: Likely to Achieve Goal - Reference confirms consistent success reducing acquisition costs
4: Likely to Exceed Goal - Reference enthusiastically endorses exceptional efficiency improvements

Frequently Asked Questions

How should I prepare for interviewing a Performance Marketing Manager candidate?

Familiarize yourself with current performance marketing platforms, metrics, and strategies. Review the candidate's portfolio or case studies if available. Prepare questions that assess both technical knowledge and strategic thinking. Consider having examples from your own marketing initiatives to discuss. Focus on understanding how they approach optimization and how they've measured success in past roles. Check out our guide on conducting effective interviews for additional preparation tips.

What's the most important skill to look for in a Performance Marketing Manager?

While technical platform knowledge is essential, the most valuable skill is data-driven decision making. Look for candidates who can demonstrate how they've used data to optimize campaigns, allocate budgets effectively, and drive measurable business results. The best performance marketers balance analytical rigor with strategic thinking and creative problem-solving. They should be able to connect tactical campaign metrics to broader business objectives.

How can I evaluate a candidate's technical knowledge without being a technical expert myself?

Focus on having candidates explain their approach and results rather than specific technical details. Ask them to describe campaigns they've managed, what metrics they prioritized, and how they optimized performance. Listen for logical thinking, clear understanding of cause and effect in marketing campaigns, and the ability to explain complex concepts simply. Their answer structure and reasoning often reveal more about their expertise than technical terminology.

Should I prioritize platform-specific expertise or broader marketing strategy experience?

Ideally, you want a candidate with both, but the balance depends on your team structure. If you have specialists who handle day-to-day platform management, prioritize strategic thinking and leadership abilities. If the role requires hands-on campaign management, technical expertise becomes more important. Generally, platform knowledge can be learned more quickly than strategic thinking, so candidates with strong strategic capabilities but gaps in specific platforms may be worth considering.

How should I structure the work sample to get the most insight into a candidate's capabilities?

Create a scenario that mimics real challenges your team faces. Provide enough context about business goals, target audience, and constraints to make it realistic. Allow candidates adequate preparation time, as rushed work rarely demonstrates true capabilities. Focus the exercise on strategy development rather than execution details, as this reveals their thinking process. Ensure the scope is manageable within the timeframe. The goal is to assess their strategic approach, not their ability to create fully formed campaigns under pressure.

How many people should be involved in the interview process for a Performance Marketing Manager?

The ideal number is 4-5 interviewers across different disciplines. This typically includes the hiring manager, a senior marketing leader, a cross-functional stakeholder (e.g., sales or product), an analytics team member, and potentially a peer marketer. This provides diverse perspectives while avoiding interview fatigue for the candidate. Each interviewer should focus on different aspects of the role to gain a comprehensive understanding of the candidate's capabilities.

Should we prioritize industry experience when hiring a Performance Marketing Manager?

While industry experience can be valuable for understanding customer behavior and competitive landscapes, it's generally less important than demonstrated performance marketing expertise and a track record of results. A strong performance marketer can quickly learn industry nuances but brings proven methodologies and fresh perspectives. Focus on transferable skills and adaptability rather than specific industry experience unless your business has highly unique characteristics that require specialized knowledge.