Interview Guide for

Digital Marketing Specialist

This comprehensive interview guide for a Digital Marketing Specialist provides a structured approach to assessing candidates with the skills needed to drive successful digital marketing campaigns. By focusing on both technical expertise and essential behavioral competencies, this guide helps identify individuals who can effectively manage campaigns, analyze performance data, and optimize marketing efforts across multiple digital channels.

How to Use This Guide

Yardstick provides this interview guide to help you conduct thorough, consistent, and effective interviews for your Digital Marketing Specialist position. Here's how to make the most of it:

Customize for your needs: Adapt questions to reflect your company's specific digital marketing tools, channels, and goals.
Share with your team: Distribute this guide to everyone involved in the hiring process to ensure consistency across interviews.
Follow the structure: Use the defined interview sequence to thoroughly evaluate each candidate on all essential competencies.
Utilize follow-up questions: Dig deeper into candidate responses to gain complete context about their experiences and skills.
Score independently: Have each interviewer complete their scorecard before discussing candidates to prevent bias.

For more guidance on conducting effective interviews, check out our blog post on how to conduct a job interview. Looking for additional digital marketing interview questions? Visit our AI interview question generator.

Job Description

Digital Marketing Specialist

About [Company]

We are a leading [Industry] company dedicated to [Company Mission]. At [Company], we foster a collaborative and innovative environment where our team can thrive and make a real impact.

The Role

We're seeking a highly motivated and results-oriented Digital Marketing Specialist to join our growing marketing team. This role is crucial to our ongoing success as you'll be responsible for developing, implementing, and managing digital marketing campaigns that drive brand awareness, generate leads, and increase customer engagement. Your data-driven approach and digital marketing expertise will directly impact our company's growth and market position.

Key Responsibilities

Develop and implement comprehensive digital marketing strategies aligned with overall business objectives
Manage and optimize paid advertising campaigns across platforms (Google Ads, social media, etc.)
Create and execute social media strategies to build brand awareness and drive engagement
Implement SEO best practices to improve organic search rankings
Manage email marketing campaigns, including segmentation and performance analysis
Monitor website traffic and campaign performance using analytics tools
Conduct A/B tests to optimize performance and improve conversion rates
Stay informed about the latest digital marketing trends and best practices
Collaborate with the marketing team and other departments to achieve marketing goals

What We're Looking For

Bachelor's degree in Marketing, Communications, or related field
2-4 years of experience in digital marketing
Proven experience managing paid advertising campaigns
Strong understanding of SEO principles and techniques
Experience with email marketing platforms and web analytics tools
Excellent analytical and problem-solving skills
Strong written and verbal communication abilities
Data-driven mindset with attention to detail
Creative thinker who can develop innovative marketing approaches
Adaptable professional who thrives in a fast-paced environment

Why Join [Company]

At [Company], we're not just building a product; we're reshaping [Industry]. You'll work alongside talented professionals who are passionate about what they do in an environment that encourages innovation and personal growth.

Competitive salary range: [Pay Range]
Comprehensive benefits package including health insurance, paid time off, and 401(k)
Professional development opportunities
Flexible work arrangements
Collaborative and innovative company culture

Hiring Process

We've designed a streamlined hiring process to identify the best talent while respecting your time. Here's what you can expect:

Initial Screening Call: A 30-minute conversation with our recruiter to discuss your background and interest in the role.
Digital Marketing Assessment: A practical assessment that allows you to showcase your skills in creating a mini digital marketing campaign.
Digital Marketing Competency Interview: An in-depth interview exploring your expertise across various digital marketing disciplines.
Career History Discussion: A conversation about your professional journey and experience with digital marketing strategies and campaigns.
Final Interview: A meeting with the marketing leadership team to discuss your fit within the organization.

Ideal Candidate Profile (Internal)

Role Overview

The Digital Marketing Specialist plays a crucial role in driving our digital marketing efforts across multiple channels. This individual will be responsible for planning, executing, and optimizing digital marketing campaigns that generate leads, increase brand awareness, and engage our target audience. The ideal candidate combines analytical thinking with creative problem-solving, has hands-on experience with digital marketing platforms, and can translate data into actionable marketing strategies.

Essential Behavioral Competencies

Data-Driven Decision Making - Uses data and analytics to inform marketing decisions, set benchmarks, measure performance, and optimize campaigns for better results. Comfortable working with various analytics platforms to extract meaningful insights.

Creativity - Generates innovative ideas for digital marketing campaigns that capture audience attention and differentiate the brand. Thinks outside the box to solve marketing challenges and explore new opportunities.

Communication Skills - Effectively communicates complex digital marketing concepts to stakeholders at all levels. Creates compelling content for various channels and can tailor messaging to different audiences.

Problem Solving - Identifies issues in campaign performance and develops strategic solutions. Approaches challenges methodically and adapts strategies based on results and changing market conditions.

Adaptability - Quickly adjusts to new digital marketing platforms, algorithm changes, and industry trends. Willing to learn new tools and techniques to stay ahead in the rapidly evolving digital landscape.

Desired Outcomes

Increase brand awareness by 25% within the first year through strategic digital marketing campaigns across multiple channels
Generate a 20% increase in qualified leads through optimized digital advertising campaigns with a focus on improving conversion rates
Improve organic search rankings for key product/service pages by implementing SEO best practices and developing high-quality content
Achieve 15% higher engagement rates on social media platforms through creative content strategies and community management
Reduce cost per acquisition by 15% through continuous A/B testing and campaign optimization

Ideal Candidate Traits

Demonstrated experience developing and executing successful digital marketing campaigns across multiple channels
Strong analytical skills with the ability to use data to inform marketing decisions and measure ROI
Creative mindset with an eye for engaging content and design
Experience with digital marketing tools including Google Analytics, Google Ads, social media platforms, and email marketing software
Detail-oriented with excellent project management skills to handle multiple campaigns simultaneously
Strong communicator who can collaborate effectively with team members and stakeholders
Self-motivated learner who stays current with digital marketing trends and technologies
Results-oriented professional with a track record of meeting or exceeding marketing KPIs
Adaptable problem-solver who can quickly adjust strategies based on performance data

Screening Interview

Directions for the Interviewer

This initial screening interview serves as the first step in identifying candidates with the right mix of digital marketing experience, technical skills, and behavioral traits for the role. Your goal is to determine if the candidate has the fundamental qualifications and potential to succeed as a Digital Marketing Specialist.

Focus on assessing their basic understanding of digital marketing concepts, hands-on experience with relevant platforms, and their approach to campaign strategy and optimization. Be sure to explore both their technical expertise and how they apply that knowledge to achieve business objectives.

Allow about 30 minutes for this interview and leave 5-10 minutes for the candidate to ask questions. Take detailed notes on their responses to share with the hiring team. Listen for specific examples from their past experience rather than theoretical knowledge.

Directions to Share with Candidate

"Today, we'll be discussing your background in digital marketing, your experience with various digital marketing channels, and your approach to campaign strategy and optimization. I'll ask you about your experience with specific platforms and tools, as well as how you've approached digital marketing challenges in the past. This will help us understand if your skills and experience align with what we're looking for in this role. Feel free to ask clarifying questions if needed, and we'll save time at the end for any questions you have about the role or company."

Interview Questions

Tell me about your experience in digital marketing and what channels you have the most experience with.

Areas to Cover

Length and breadth of digital marketing experience
Specific channels they've worked with (paid search, social media, email, etc.)
Level of responsibility and autonomy in previous roles
Types of organizations or industries they've worked in
Examples of successful campaigns they've managed

Possible Follow-up Questions

What metrics did you use to measure success across these channels?
How did you allocate budget across different digital channels?
What tools or platforms did you use to manage these channels?
How did you stay current with changes in these platforms?

Walk me through how you approach planning and executing a digital marketing campaign from start to finish.

Areas to Cover

Their process for setting campaign objectives and KPIs
How they research and identify target audiences
Their approach to channel selection and budget allocation
Content development and creative strategy
Implementation, monitoring, and optimization process
Post-campaign analysis and reporting

Possible Follow-up Questions

How do you adjust your approach for different business objectives?
How do you handle campaigns that aren't performing as expected?
How do you collaborate with other team members during this process?
What tools do you use to plan and manage campaigns?

Describe a time when you used data or analytics to optimize a digital marketing campaign. What was your process and what were the results?

Areas to Cover

Specific metrics they focused on
Tools they used for analysis
Process for identifying optimization opportunities
Changes they implemented based on data
Results achieved from optimization efforts
How they communicated results to stakeholders

Possible Follow-up Questions

What was the most surprising insight you discovered?
How did you determine which variables to test or optimize?
What challenges did you face during the optimization process?
How did you know when you had optimized as much as possible?

Tell me about your experience with SEO. How have you improved organic search rankings for a website?

Areas to Cover

Understanding of SEO fundamentals (on-page, off-page, technical)
Specific SEO strategies they've implemented
Tools they've used for keyword research and analysis
How they measure SEO performance
Results they've achieved from SEO initiatives
How they stay current with SEO algorithm updates

Possible Follow-up Questions

How did you identify which keywords to target?
How did you balance SEO with other marketing objectives?
What technical SEO issues have you encountered and how did you address them?
How did you approach content creation for SEO?

What experience do you have with paid advertising platforms? Can you share an example of a successful paid campaign you've managed?

Areas to Cover

Specific platforms they've worked with (Google Ads, Facebook, LinkedIn, etc.)
Campaign setup and structure
Audience targeting strategies
Budget management and bid strategies
Ad creative and messaging approach
Performance monitoring and optimization tactics

Possible Follow-up Questions

What was your cost per acquisition/conversion in this campaign?
How did you improve campaign performance over time?
How did you approach A/B testing in your campaigns?
What attribution model did you use and why?

How do you stay updated on the latest digital marketing trends and platform changes?

Areas to Cover

Specific resources they use to stay informed
Industry events or webinars they attend
Professional networks or communities they're part of
How they evaluate new trends for potential implementation
Examples of how they've adapted to major platform changes

Possible Follow-up Questions

Have you earned any relevant certifications or completed courses recently?
How do you determine which new trends are worth pursuing vs. passing fads?
How do you share new knowledge with your team?
Can you give an example of implementing a new tactic based on an industry trend?

Interview Scorecard

Digital Marketing Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited experience across key digital marketing channels
2: Experience with some digital marketing channels but lacks depth in critical areas
3: Solid experience across multiple digital marketing channels with demonstrated results
4: Exceptional expertise across all major digital marketing channels with outstanding results

Analytical Ability

0: Not Enough Information Gathered to Evaluate
1: Minimal experience using data to guide marketing decisions
2: Basic understanding of marketing analytics but limited application
3: Strong analytical skills with proven ability to optimize campaigns using data
4: Expert-level analytical skills with advanced approach to data-driven marketing

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Difficulty articulating marketing concepts and strategies clearly
2: Adequate communication skills but room for improvement
3: Clear, concise communication with good examples of past work
4: Exceptional communication skills with compelling examples and thoughtful responses

Goal: Increase brand awareness through successful digital marketing campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited understanding of brand awareness strategies
2: Likely to Partially Achieve Goal - Some experience with brand awareness campaigns
3: Likely to Achieve Goal - Demonstrated success with brand awareness initiatives
4: Likely to Exceed Goal - Exceptional track record of significantly increasing brand awareness

Goal: Generate quality leads through optimized digital advertising strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited experience with lead generation campaigns
2: Likely to Partially Achieve Goal - Some success with lead generation but limited optimization
3: Likely to Achieve Goal - Proven ability to generate and optimize lead generation campaigns
4: Likely to Exceed Goal - Outstanding track record of exceeding lead generation targets

Hiring Recommendation Based on This Interview

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

Digital Marketing Work Sample

Directions for the Interviewer

This work sample assessment is designed to evaluate the candidate's practical digital marketing skills in a real-world context. The exercise will help you assess the candidate's strategic thinking, technical knowledge, creativity, and analytical skills.

Send the instructions to the candidate 24-48 hours before the interview, giving them adequate time to prepare. During the session, allow the candidate to present their work for 15-20 minutes, followed by 10-15 minutes of questions. Look for their thought process, how they approached the challenge, and their ability to explain their strategy and tactics.

When evaluating their work, focus on both the quality of their strategy and the practicality of their implementation plan. Pay attention to how they balance creativity with data-driven decisions, and how well they align their approach with the stated business objectives.

Directions to Share with Candidate

"We'd like you to complete a digital marketing work sample to help us understand your approach to campaign planning and execution. Please create a mini digital marketing campaign plan for a fictional product launch. The product is [a new software tool/consumer product] targeting [specific audience].

Your plan should include:

Campaign objectives and KPIs
Target audience definition
Channel strategy (which digital channels you would use and why)
Budget allocation across channels
Creative approach and messaging strategy
Implementation timeline (high-level)
Measurement and optimization plan

Please prepare a brief presentation (5-7 slides) to walk us through your plan. You'll have 15-20 minutes to present, followed by questions. We're looking to understand your strategic thinking, channel expertise, and analytical approach. This is not about creating perfect creative assets, but rather demonstrating your digital marketing planning process and knowledge."

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Plan lacks clear strategy or alignment with business objectives
2: Basic strategy with some connection to business goals
3: Well-developed strategy that clearly aligns with business objectives
4: Exceptional strategic approach with innovative ideas that perfectly align with business goals

Channel Expertise

0: Not Enough Information Gathered to Evaluate
1: Limited understanding of digital channels and appropriate use cases
2: Basic knowledge of key channels but gaps in understanding best practices
3: Strong understanding of multiple channels and when to use them effectively
4: Expert-level knowledge across all relevant channels with sophisticated targeting strategies

Data-Driven Approach

0: Not Enough Information Gathered to Evaluate
1: Minimal consideration of data or metrics in the plan
2: Basic measurement plan but limited depth on optimization approach
3: Comprehensive measurement framework with clear optimization strategy
4: Sophisticated data approach with advanced testing and optimization methodologies

Creativity and Messaging

0: Not Enough Information Gathered to Evaluate
1: Generic messaging with little creativity or audience relevance
2: Standard creative approach with some audience consideration
3: Creative messaging strategy well-tailored to target audience
4: Highly innovative creative approach with exceptional audience insights

Goal: Increase brand awareness through successful digital marketing campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Plan unlikely to drive meaningful brand awareness
2: Likely to Partially Achieve Goal - Plan may drive some brand awareness
3: Likely to Achieve Goal - Plan likely to effectively increase brand awareness
4: Likely to Exceed Goal - Plan demonstrates exceptional potential for brand awareness

Goal: Generate quality leads through optimized digital advertising strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Lead generation strategy is weak or missing
2: Likely to Partially Achieve Goal - Basic lead generation approach
3: Likely to Achieve Goal - Solid lead generation strategy with clear path to results
4: Likely to Exceed Goal - Exceptional lead generation approach likely to exceed targets

Goal: Improve organic search rankings through SEO best practices

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - SEO considerations minimal or missing
2: Likely to Partially Achieve Goal - Basic SEO approach included
3: Likely to Achieve Goal - Comprehensive SEO strategy incorporated
4: Likely to Exceed Goal - Sophisticated SEO approach with exceptional potential

Goal: Increase customer engagement through effective social media and email marketing strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Weak engagement strategy
2: Likely to Partially Achieve Goal - Basic engagement tactics
3: Likely to Achieve Goal - Strong engagement strategy across channels
4: Likely to Exceed Goal - Innovative engagement approach likely to drive exceptional results

Goal: Optimize conversion rates through A/B testing and performance analysis

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Testing and optimization minimal or absent
2: Likely to Partially Achieve Goal - Basic testing approach
3: Likely to Achieve Goal - Comprehensive testing and optimization plan
4: Likely to Exceed Goal - Sophisticated optimization strategy likely to drive exceptional results

Hiring Recommendation Based on This Interview

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

Digital Marketing Competency Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's expertise in key digital marketing competencies. Your goal is to evaluate their depth of knowledge and practical experience across various digital marketing disciplines, including paid advertising, SEO, social media, email marketing, and analytics.

Allocate 45-60 minutes for this interview, focusing on the candidate's technical knowledge and practical application. Ask probing follow-up questions to understand how they've applied these skills in real-world situations. Look for specific examples and results rather than theoretical knowledge.

Take notes on the candidate's responses, particularly regarding their understanding of digital marketing best practices, their approach to problem-solving, and their ability to drive measurable results. This interview provides crucial insights into their technical capabilities and how they approach digital marketing challenges.

Directions to Share with Candidate

"In this interview, we'll be diving deeper into your digital marketing expertise across various disciplines. I'll ask you specific questions about your experience with paid advertising, SEO, social media, email marketing, and analytics. For each area, I'm interested in understanding your approach, the specific tactics you've used, and the results you've achieved. Please provide concrete examples from your experience whenever possible. This will help us assess how your skills align with our needs for this role."

Interview Questions

Tell me about a paid advertising campaign you managed that didn't perform as expected initially. How did you diagnose the issues and what changes did you make to improve performance? (Data-Driven Decision Making, Problem Solving)

Areas to Cover

Initial campaign goals and setup
Metrics used to evaluate performance
Process for identifying issues
Specific optimizations implemented
Results after changes were made
Lessons learned from the experience

Possible Follow-up Questions

How did you determine which variables to test first?
What tools did you use to analyze campaign performance?
How did you balance quick fixes versus strategic changes?
How did you communicate these challenges to stakeholders?

Describe your approach to SEO. How do you determine which keywords to target, and how do you measure the success of your SEO efforts? (Data-Driven Decision Making, Adaptability)

Areas to Cover

Keyword research methodology
Tools used for SEO research and analysis
Balance between short and long-tail keywords
Content optimization strategies
Technical SEO considerations
Metrics tracked to measure success
Timeline expectations for SEO results

Possible Follow-up Questions

How do you adapt your SEO strategy when algorithms change?
How do you approach local SEO versus national/global SEO?
How do you prioritize technical SEO issues?
How do you balance SEO with user experience?

Walk me through how you've developed and executed a social media strategy. What platforms did you focus on and why? (Communication Skills, Creativity)

Areas to Cover

Process for selecting appropriate social platforms
Audience research and targeting approach
Content strategy and creation process
Engagement tactics and community management
Paid social integration
Performance measurement
Platform-specific optimizations

Possible Follow-up Questions

How do you adapt content for different social platforms?
How do you handle negative comments or PR issues on social media?
How do you balance organic and paid social efforts?
How do you stay current with social media platform changes?

Describe your experience with email marketing. How do you approach list segmentation, content creation, and performance optimization? (Communication Skills, Data-Driven Decision Making)

Areas to Cover

Email list building and maintenance strategies
Segmentation approach and criteria
Email content development process
A/B testing methodology
Metrics tracked and analysis process
Compliance with email regulations (GDPR, CAN-SPAM, etc.)
Automation and personalization tactics

Possible Follow-up Questions

How do you improve email deliverability?
What has been your most successful email campaign and why?
How do you re-engage inactive subscribers?
How do you integrate email with other marketing channels?

How do you approach A/B testing in your digital marketing efforts? Give me an example of a successful test you ran and what you learned from it. (Problem Solving, Data-Driven Decision Making)

Areas to Cover

Testing methodology and framework
How they determine what to test
Sample size and statistical significance considerations
Implementation of test results
Process for documenting and sharing learnings
Examples of surprising or counter-intuitive findings

Possible Follow-up Questions

How do you prioritize which elements to test?
How do you avoid common testing pitfalls or biases?
How do you handle tests with inconclusive results?
How do you balance testing with other marketing priorities?

Tell me about how you've used data and analytics to inform your digital marketing strategy. What tools do you use and what metrics do you focus on? (Data-Driven Decision Making, Adaptability)

Areas to Cover

Analytics platforms and tools used
Key metrics and KPIs tracked
Dashboard and reporting approaches
How data insights translate to strategic decisions
Attribution modeling approach
Challenges faced with data analysis
Examples of data-driven decisions that led to improvements

Possible Follow-up Questions

How do you approach cross-channel attribution?
How do you communicate complex data insights to non-technical stakeholders?
How do you deal with conflicting data points?
How has your approach to analytics evolved over time?

Interview Scorecard

Data-Driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Limited use of data to guide marketing decisions; relies primarily on intuition
2: Basic use of data for campaign analysis but lacks sophisticated approach
3: Strong ability to use data to inform strategy and optimize performance
4: Exceptional analytics skills with sophisticated approach to leveraging data for marketing decisions

Creativity

0: Not Enough Information Gathered to Evaluate
1: Limited creative thinking; relies on standard approaches
2: Shows some creativity but ideas lack originality or strategic alignment
3: Demonstrates strong creative thinking with innovative approaches to marketing challenges
4: Exceptional creativity with breakthrough ideas that balance innovation with strategic relevance

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Struggles to articulate concepts clearly or persuasively
2: Adequate communication but lacks polish or precision
3: Clear, articulate communication with good examples and explanations
4: Exceptional communication skills with compelling storytelling and precise explanations

Problem Solving

0: Not Enough Information Gathered to Evaluate
1: Basic approach to problems with limited analytical depth
2: Can solve straightforward problems but struggles with complexity
3: Strong problem-solving skills with methodical approach to marketing challenges
4: Exceptional problem-solving ability with innovative solutions to complex marketing issues

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Resistant to change or slow to adapt to new platforms and trends
2: Accepts change but requires significant time to adjust
3: Embraces change and quickly adapts to new platforms and methodologies
4: Thrives in changing environments and proactively stays ahead of industry trends

Goal: Increase brand awareness through successful digital marketing campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited understanding of brand awareness strategies
2: Likely to Partially Achieve Goal - Basic approach to brand awareness
3: Likely to Achieve Goal - Strong brand awareness strategies with proven results
4: Likely to Exceed Goal - Exceptional approach to brand awareness with innovative tactics

Goal: Generate quality leads through optimized digital advertising strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Weak lead generation expertise
2: Likely to Partially Achieve Goal - Basic lead generation knowledge
3: Likely to Achieve Goal - Strong lead generation capabilities with proven results
4: Likely to Exceed Goal - Expert-level lead generation skills with exceptional results

Goal: Improve organic search rankings through SEO best practices

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited SEO knowledge or outdated practices
2: Likely to Partially Achieve Goal - Basic SEO knowledge but gaps in expertise
3: Likely to Achieve Goal - Comprehensive SEO knowledge with proven results
4: Likely to Exceed Goal - Advanced SEO expertise with exceptional results

Goal: Increase customer engagement through effective social media and email marketing strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited engagement strategy expertise
2: Likely to Partially Achieve Goal - Basic engagement knowledge
3: Likely to Achieve Goal - Strong engagement strategies across channels
4: Likely to Exceed Goal - Innovative engagement approaches with outstanding results

Goal: Optimize conversion rates through A/B testing and performance analysis

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited optimization knowledge
2: Likely to Partially Achieve Goal - Basic testing and optimization skills
3: Likely to Achieve Goal - Strong optimization capabilities with systematic approach
4: Likely to Exceed Goal - Sophisticated optimization expertise with exceptional results

Hiring Recommendation Based on This Interview

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

Chronological Interview

Directions for the Interviewer

This interview focuses on understanding the candidate's career progression and digital marketing experience over time. The goal is to identify patterns of growth, achievements, lessons learned, and how they've developed their skills throughout their career.

Begin with their earliest relevant position and work chronologically to their current role. For each role, use the provided questions to explore their responsibilities, accomplishments, challenges, and reasons for transitions. Pay special attention to the progression of their digital marketing skills and responsibilities over time.

Allocate 45-60 minutes for this interview, spending more time on recent and more relevant roles. Take notes on significant achievements, skills development, and career decisions. Look for patterns that indicate growth, learning agility, and increasing responsibility.

Directions to Share with Candidate

"In this interview, we'll walk through your career history chronologically to understand your professional journey and how your digital marketing experience has evolved over time. We'll start with your earliest relevant position and work forward to your current role. For each position, I'll ask about your responsibilities, achievements, challenges, and reasons for transitions. This will help us understand how you've grown in your career and developed your expertise in digital marketing. Feel free to ask clarifying questions at any point."

Interview Questions

Before we dive into your specific roles, tell me about what initially attracted you to digital marketing as a career path.

Areas to Cover

Their initial interest in digital marketing
Educational background and how it relates to their career
Early experiences that shaped their career direction
How their passion for digital marketing has evolved
Long-term career aspirations in the field

Possible Follow-up Questions

What aspects of digital marketing do you find most interesting?
How has your perception of the field changed over time?
What skills have you found most valuable throughout your career?
Where do you see yourself in the next 5 years?

Starting with [first relevant position], tell me about your role and responsibilities. What were your main digital marketing activities?

Areas to Cover

Core responsibilities and digital marketing channels managed
Team structure and their position within it
Budget responsibilities if applicable
Key projects or campaigns they worked on
Tools and platforms they used
Skills they developed during this time

Possible Follow-up Questions

What metrics were you responsible for?
How much autonomy did you have in your role?
What was the business context during this time?
How did this role prepare you for your next position?

What were your main achievements in this role? Can you share specific examples of successful campaigns or initiatives?

Areas to Cover

Specific campaign results and metrics
Process improvements they implemented
Recognition or awards received
New strategies or tactics they introduced
How their work impacted business objectives
Challenges they overcame to achieve results

Possible Follow-up Questions

What factors contributed to these successes?
How did you measure the impact of your achievements?
What would you do differently if you could go back?
How did these achievements influence your career path?

What were the most significant challenges you faced in this role, and how did you handle them?

Areas to Cover

Specific marketing challenges they encountered
Their problem-solving approach
Resources or support they leveraged
Lessons learned from the experience
How they adapted their strategies based on challenges
Impact of these challenges on their professional development

Possible Follow-up Questions

What would you do differently if faced with similar challenges today?
How did these challenges shape your approach to digital marketing?
What skills did you develop while overcoming these obstacles?
How did you communicate these challenges to stakeholders?

What prompted your transition from [Company A] to [Company B]? What were you looking for in your next role?

Areas to Cover

Reasons for leaving (career growth, new challenges, etc.)
How they evaluated new opportunities
What attracted them to the next position
Skills or experiences they were looking to develop
How the transition aligned with their career goals
Decision-making process for career moves

Possible Follow-up Questions

How did you prepare for this transition?
Were there any aspects of the previous role you were glad to leave behind?
What learnings did you take with you to your next role?
How did this move fit into your broader career strategy?

How did your digital marketing responsibilities and skills expand in your next role at [Company B]?

Areas to Cover

New digital marketing channels or strategies they managed
Increased scope or responsibilities
New tools or platforms they learned
How they applied previous experience to new challenges
Skills they developed or strengthened
Changes in their approach to digital marketing

Possible Follow-up Questions

How did the marketing objectives differ from your previous role?
What new digital marketing trends did you implement?
How did your management style or teamwork evolve?
What was the most valuable skill you developed in this role?

As you reflect on your career in digital marketing so far, what would you say are your greatest strengths and areas where you're still looking to grow?

Areas to Cover

Self-assessment of digital marketing strengths
Areas identified for further development
How they've addressed skill gaps in the past
Steps they're taking to continue learning
How they stay current with digital marketing trends
Long-term professional development goals

Possible Follow-up Questions

How do you typically approach learning new digital marketing skills?
What recent digital marketing trend are you most excited about?
How do you balance specialization versus being a generalist?
How do you see the field evolving, and how are you preparing for that?

Interview Scorecard

Career Progression

0: Not Enough Information Gathered to Evaluate
1: Limited growth or lateral moves without clear progression
2: Some progression but lacks consistency or strategic direction
3: Clear upward trajectory with increasing responsibilities
4: Exceptional career progression with strategic moves and substantial growth

Digital Marketing Experience Depth

0: Not Enough Information Gathered to Evaluate
1: Surface-level experience across digital marketing disciplines
2: Solid experience in some areas but lacks depth in others
3: Comprehensive experience across key digital marketing functions
4: Deep expertise across multiple digital marketing disciplines with specialized knowledge

Achievement Track Record

0: Not Enough Information Gathered to Evaluate
1: Few measurable achievements or unclear results
2: Some achievements but limited impact or scope
3: Strong track record of meaningful achievements with measurable results
4: Exceptional achievement history with significant business impact across roles

Learning Agility

0: Not Enough Information Gathered to Evaluate
1: Limited evidence of adapting to new tools or trends
2: Some adaptation to changes but slow to embrace new approaches
3: Demonstrates consistent ability to learn and apply new skills
4: Exceptional learning agility with proactive skill development and adaptation

Problem Solving

0: Not Enough Information Gathered to Evaluate
1: Basic approach to marketing challenges with limited creativity
2: Adequate problem-solving skills but lacks sophistication
3: Strong problem-solving ability with thoughtful approaches to challenges
4: Exceptional problem solver with innovative solutions to complex marketing problems

Goal: Increase brand awareness through successful digital marketing campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited history of brand awareness success
2: Likely to Partially Achieve Goal - Some brand awareness achievements
3: Likely to Achieve Goal - Consistent track record of successful brand awareness initiatives
4: Likely to Exceed Goal - Exceptional history of exceeding brand awareness targets

Goal: Generate quality leads through optimized digital advertising strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Minimal lead generation success in career
2: Likely to Partially Achieve Goal - Some lead generation accomplishments
3: Likely to Achieve Goal - Strong history of successful lead generation
4: Likely to Exceed Goal - Outstanding lead generation track record across roles

Goal: Improve organic search rankings through SEO best practices

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited SEO success history
2: Likely to Partially Achieve Goal - Some SEO achievements
3: Likely to Achieve Goal - Consistent SEO success across roles
4: Likely to Exceed Goal - Exceptional SEO accomplishments throughout career

Goal: Increase customer engagement through effective social media and email marketing strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited engagement success history
2: Likely to Partially Achieve Goal - Some engagement achievements
3: Likely to Achieve Goal - Strong track record of successful engagement strategies
4: Likely to Exceed Goal - Outstanding history of exceeding engagement targets

Goal: Optimize conversion rates through A/B testing and performance analysis

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Minimal optimization experience
2: Likely to Partially Achieve Goal - Some optimization successes
3: Likely to Achieve Goal - Consistent optimization achievements
4: Likely to Exceed Goal - Exceptional history of optimization success

Hiring Recommendation Based on This Interview

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

Final Interview (Optional)

Directions for the Interviewer

This final interview gives marketing leadership the opportunity to assess the candidate's alignment with the team's strategic direction and the broader organization. Focus on evaluating the candidate's strategic thinking, leadership potential, and cultural fit, rather than repeating technical questions from previous interviews.

Review feedback from previous interviewers before this meeting to identify any areas that need further exploration. This is also an opportunity to address any concerns or questions the candidate might have about the role or organization.

Allocate 45-60 minutes for this interview, with at least 15 minutes for the candidate to ask questions. Pay attention to the types of questions they ask, as they can reveal much about their priorities and interests.

Directions to Share with Candidate

"This final conversation is an opportunity for you to meet with our marketing leadership and discuss how your experience and approach to digital marketing align with our strategic direction. We'll talk about your perspective on digital marketing trends, how you approach marketing challenges, and how you collaborate with teams. We also want to ensure you have all the information you need about our company and the role, so we'll reserve time for your questions. This is a two-way conversation to determine if there's a good mutual fit."

Interview Questions

Given what you've learned about our company and this role, how do you see yourself contributing to our digital marketing strategy in the first 6 months?

Areas to Cover

Understanding of the company's current digital marketing approach
Realistic assessment of what can be accomplished in 6 months
Prioritization of initiatives based on business impact
Balance between quick wins and long-term strategic work
Approach to learning and integration into the team
Understanding of key stakeholders and collaboration needs

Possible Follow-up Questions

How would you balance maintaining existing campaigns while implementing new strategies?
How would you measure success during this initial period?
What information would you need from us to refine this plan?
How would your approach differ from what you've done in previous roles?

What digital marketing trends do you see as most significant for our industry in the next 1-2 years, and how would you help us capitalize on them?

Areas to Cover

Knowledge of relevant industry trends and developments
Understanding of how trends translate to practical strategies
Ability to prioritize trends based on business impact
Approach to testing and implementing new strategies
Balance between innovation and proven tactics
Awareness of potential risks or challenges

Possible Follow-up Questions

How do you separate significant trends from temporary fads?
How have you successfully implemented emerging trends in previous roles?
What metrics would you use to evaluate the success of these new strategies?
How would you get buy-in from stakeholders for experimenting with new approaches?

Describe your approach to collaborating with other teams (sales, product, etc.) to ensure alignment on marketing initiatives.

Areas to Cover

Previous experience working cross-functionally
Communication style and frequency
Methods for aligning objectives across departments
Approach to handling competing priorities
Conflict resolution strategies
Examples of successful cross-functional projects

Possible Follow-up Questions

How do you handle situations where teams have conflicting objectives?
How do you communicate marketing results to non-marketing stakeholders?
How do you ensure marketing initiatives support broader business goals?
What have you learned from past cross-functional collaboration challenges?

Tell me about a time when you had to pivot a digital marketing strategy due to changing market conditions or business priorities.

Areas to Cover

Specific example of adapting strategy
Process for identifying the need to change direction
Approach to developing the new strategy
How they managed stakeholder expectations
Implementation challenges and how they were addressed
Results of the pivot and lessons learned

Possible Follow-up Questions

How did you communicate the need for change to stakeholders?
How quickly were you able to implement the new strategy?
What data informed your decision to pivot?
What would you do differently if faced with a similar situation?

How do you balance creativity and data in your digital marketing approach?

Areas to Cover

Philosophy on the relationship between creativity and analytics
Process for developing creative strategies
How they use data to inform creative decisions
Examples of balancing these elements in past campaigns
Approach to testing creative concepts
Methods for measuring creative effectiveness

Possible Follow-up Questions

Can you share an example where data contradicted your creative instincts?
How do you foster creativity within analytical constraints?
How do you approach creative testing in digital campaigns?
How do you handle situations where stakeholders have different creative preferences?

What questions do you have about our company, the marketing team, or this role?

Areas to Cover

Thoughtfulness and relevance of questions
Interest in company strategy and vision
Questions about team dynamics and structure
Inquiries about growth opportunities and expectations
Concerns or potential obstacles they identify
Overall engagement and enthusiasm

Possible Follow-up Questions

Based on our conversation, do you have any concerns about your fit for this role?
What would make this opportunity compelling enough for you to accept?
What haven't we covered that you think is important for us to know about you?
What would you need from us to be successful in this role?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Focuses mainly on tactical execution with limited strategic perspective
2: Shows some strategic thinking but lacks depth or vision
3: Demonstrates strong strategic thinking with clear understanding of business context
4: Exceptional strategic thinker with innovative approaches aligned to business objectives

Leadership Potential

0: Not Enough Information Gathered to Evaluate
1: Limited evidence of leadership capabilities or influence
2: Shows some leadership traits but development areas remain
3: Demonstrates strong leadership potential with proven ability to influence
4: Exceptional leadership qualities with track record of driving initiatives and inspiring others

Cultural Fit

0: Not Enough Information Gathered to Evaluate
1: Potential misalignment with company values or working style
2: Generally aligns with culture but some areas of concern
3: Strong alignment with company culture and values
4: Exceptional cultural fit with potential to enhance team dynamics

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Resistance to change or rigid in approach
2: Accepts change but may struggle with rapid shifts
3: Embraces change with positive attitude and flexible approach
4: Thrives in changing environments with ability to lead through transitions

Goal: Increase brand awareness through successful digital marketing campaigns

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited strategic thinking around brand awareness
2: Likely to Partially Achieve Goal - Some strategic insights on brand building
3: Likely to Achieve Goal - Strong strategic approach to brand awareness
4: Likely to Exceed Goal - Exceptional strategic vision for building brand awareness

Goal: Generate quality leads through optimized digital advertising strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Weak strategic approach to lead generation
2: Likely to Partially Achieve Goal - Basic strategic thinking on lead generation
3: Likely to Achieve Goal - Strong strategic vision for lead generation
4: Likely to Exceed Goal - Exceptional strategic insights for lead generation

Goal: Improve organic search rankings through SEO best practices

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited strategic understanding of SEO
2: Likely to Partially Achieve Goal - Basic strategic approach to SEO
3: Likely to Achieve Goal - Strong strategic vision for SEO improvement
4: Likely to Exceed Goal - Exceptional strategic insights for SEO success

Goal: Increase customer engagement through effective social media and email marketing strategies

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Weak strategic approach to engagement
2: Likely to Partially Achieve Goal - Basic strategic thinking on engagement
3: Likely to Achieve Goal - Strong strategic vision for improving engagement
4: Likely to Exceed Goal - Exceptional strategic insights for engagement

Goal: Optimize conversion rates through A/B testing and performance analysis

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal - Limited strategic approach to optimization
2: Likely to Partially Achieve Goal - Basic strategic thinking on optimization
3: Likely to Achieve Goal - Strong strategic vision for optimization
4: Likely to Exceed Goal - Exceptional strategic insights for conversion optimization

Hiring Recommendation Based on This Interview

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 focus should be on the candidate's digital marketing expertise, analytical abilities, creativity, communication skills, and potential to achieve the desired outcomes.

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. This helps ensure a comprehensive evaluation.

Scores and interview notes are important data points but should not be the sole factor in making the final decision. Consider the overall picture of the candidate's capabilities and fit for the role.

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

Questions to Guide the Debrief Meeting

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

Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up. This open-ended question allows interviewers to address any areas of curiosity or concern.

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. Pay special attention to insights about the candidate's digital marketing expertise, analytical capabilities, and communication skills.

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 digital marketing skills or experiences in the reference calls. This might include verifying campaign results or clarifying technical expertise.

Has anyone changed their hire/no-hire recommendation?

Guidance: This is an opportunity for the interviewers to change their recommendation based on the new information they learned in this meeting. Sometimes hearing others' perspectives can shed new light on the candidate's qualifications.

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 marketing or related role would be worthwhile. Perhaps they would be better suited for a more specialized position or a different level within the marketing team.

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 Calls

Directions for Conducting Reference Checks

Reference checks are a critical part of the hiring process for a Digital Marketing Specialist, as they provide valuable insights into the candidate's actual performance, work style, and impact in previous roles. Your goal is to verify claims made during interviews and gather additional context about how the candidate operates in a professional environment.

When scheduling reference calls, ask the candidate to connect you with former managers or colleagues who can speak specifically to their digital marketing expertise and results. If possible, speak with references from different organizations to get a more complete picture.

Prepare for each call by reviewing the candidate's resume and interview notes to identify specific areas to explore. Focus on verifying key accomplishments, understanding their approach to digital marketing challenges, and assessing how they collaborate with others.

Take detailed notes during the calls and look for patterns across multiple references. Pay attention not just to what is said, but also to tone, hesitations, or enthusiasm when discussing the candidate.

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. Ask follow-up questions about the organization, team structure, and the candidate's role to get proper context for the rest of the discussion.

Can you describe [Candidate]'s primary responsibilities in digital marketing? What channels and campaigns were they responsible for?

Guidance: Verify the scope and scale of the candidate's digital marketing experience. Listen for specific platforms, campaigns, and responsibilities that align with your requirements. Ask for clarification about the size of budgets managed and the complexity of campaigns.

What were [Candidate]'s most significant achievements in digital marketing? Can you share specific metrics or results?

Guidance: Probe for concrete examples of success and the impact of their work. Ask for specific metrics (ROI, conversion rates, lead generation numbers, etc.) to verify the candidate's claims. Follow up with questions about their specific contribution to these results.

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

Guidance: Assess the candidate's analytical skills and data-driven approach. Listen for examples of how they used analytics platforms, what metrics they focused on, and how they translated data into actionable strategies. Ask about their comfort level with complex data analysis.

What was [Candidate]'s approach to staying current with digital marketing trends and platform changes?

Guidance: Evaluate the candidate's learning agility and adaptability. Listen for concrete examples of how they incorporated new trends or adapted to platform changes. Ask about specific instances where they brought new ideas to the organization.

How did [Candidate] collaborate with other team members and departments? Can you provide examples of cross-functional projects they worked on?

Guidance: Assess the candidate's communication skills and teamwork. Listen for specific examples of collaboration and how they navigated relationships with non-marketing stakeholders. Ask about any challenges they faced in cross-functional work and how they addressed them.

If you had the opportunity to hire [Candidate] again, would you? On a scale of 1-10, how enthusiastic would you be about working with them again, and why?

Guidance: This direct question often elicits candid feedback. Pay attention to both the numerical rating and the explanation. Follow up on any hesitations or qualifications in their answer.

Reference Check Scorecard

Digital Marketing Expertise

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited expertise or significant gaps in digital marketing knowledge
2: Reference describes adequate expertise in some areas but limitations in others
3: Reference confirms strong expertise across key digital marketing disciplines
4: Reference enthusiastically endorses exceptional expertise with specific examples

Analytical Ability

0: Not Enough Information Gathered to Evaluate
1: Reference indicates weak analytical skills or limited data-driven approach
2: Reference describes basic analytical capabilities with room for improvement
3: Reference confirms strong analytical skills and data-driven decision making
4: Reference enthusiastically endorses outstanding analytical abilities with specific examples

Communication and Collaboration

0: Not Enough Information Gathered to Evaluate
1: Reference indicates communication challenges or collaboration difficulties
2: Reference describes adequate communication but notes some issues
3: Reference confirms strong communication skills and effective collaboration
4: Reference enthusiastically endorses exceptional communication and collaboration skills

Results Orientation

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited achievement of results or missing targets
2: Reference describes meeting some objectives but inconsistent performance
3: Reference confirms consistent achievement of objectives with good results
4: Reference enthusiastically endorses outstanding results with specific metrics

Goal: Increase brand awareness through successful digital marketing campaigns

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited success with brand awareness initiatives
2: Reference describes some success with brand awareness but mixed results
3: Reference confirms consistent success with brand awareness campaigns
4: Reference enthusiastically endorses outstanding brand awareness results

Goal: Generate quality leads through optimized digital advertising strategies

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited success with lead generation
2: Reference describes adequate lead generation but room for improvement
3: Reference confirms strong lead generation results
4: Reference enthusiastically endorses exceptional lead generation achievements

Goal: Improve organic search rankings through SEO best practices

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited SEO success or expertise
2: Reference describes some SEO improvements but mixed results
3: Reference confirms consistent SEO improvements and results
4: Reference enthusiastically endorses outstanding SEO achievements

Goal: Increase customer engagement through effective social media and email marketing strategies

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited success with engagement initiatives
2: Reference describes some engagement success but inconsistent results
3: Reference confirms strong engagement results across channels
4: Reference enthusiastically endorses exceptional engagement achievements

Goal: Optimize conversion rates through A/B testing and performance analysis

0: Not Enough Information Gathered to Evaluate
1: Reference indicates limited optimization success or approach
2: Reference describes basic optimization efforts with mixed results
3: Reference confirms consistent optimization successes
4: Reference enthusiastically endorses outstanding optimization achievements

Frequently Asked Questions

How should I prioritize the competencies when evaluating digital marketing candidates?

Focus most heavily on data-driven decision making and analytical skills, as these form the foundation of effective digital marketing. Communication skills are also critical since marketers need to articulate complex concepts to stakeholders. Creativity and adaptability round out the core competencies but may be weighted differently depending on your company's specific needs. For more insights, read our article on how to conduct a job interview.

What if a candidate has strong skills in some digital marketing channels but limited experience in others?

Consider the specific needs of your company and which channels are most critical for your marketing strategy. A candidate with deep expertise in your priority channels may be preferable to someone with surface-level knowledge across all channels. Also, evaluate their learning agility - candidates who demonstrate strong skills in quickly mastering new platforms may quickly close gaps in their experience.

How should we evaluate the work sample? What makes for a strong response?

The strongest work samples demonstrate both strategic thinking and tactical expertise. Look for clear objectives tied to business goals, audience-focused strategies, thoughtful channel selection, realistic budget allocation, creative messaging that resonates with the target audience, and a comprehensive measurement plan. Strong candidates will also include contingencies and optimization approaches.

Should we prioritize technical skills or soft skills for this role?

Both are important, but in slightly different ways. Technical skills (platform knowledge, analytics, etc.) are the price of entry and should meet a certain threshold. However, soft skills like communication, problem-solving, and adaptability often differentiate good candidates from great ones, especially as digital marketing continues to evolve rapidly. The best candidates demonstrate both.

How much weight should we give to formal certifications in digital marketing platforms?

Certifications can indicate a baseline of knowledge and a commitment to professional development, but they shouldn't outweigh demonstrated experience and results. Consider certifications as a positive factor but focus more on how candidates have applied their knowledge to drive business results. Some exceptional digital marketers may not have formal certifications but can demonstrate deep expertise through their work.

What if a candidate is strong in execution but seems weaker in strategy?

This depends on the level of the role and your team structure. For a specialist role where strategy is primarily set by others, strong execution skills may be sufficient. However, even specialists should understand the "why" behind their work. Consider whether you have strong strategic leadership in place that can guide the candidate, or if you need someone who can operate more independently.