Hiring a marketing manager is an important decision – especially if it is the first-ever marketing role for your business.
Your appointed marketing manager will be creating and executing the marketing strategy that drives your business’s growth, so it is crucial to ensure that you choose the right candidate for the job.
A skilled individual can bring a fresh perspective to your company, while a poor hire can result in wasted resources and missed opportunities. That is why it is important to take the time to properly interview candidates and find the best choice for your company.
Here are some tips to help you effectively interview your marketing manager.
Define specific job requirements
Before you start the interview process, take the time to clearly define the job requirements for your marketing manager. This includes the skills, experience, and personality traits you are looking for in a candidate. Having a good understanding of what you need from your marketing manager will help you ask the right questions during the interview.
Prepare the interview questions
Plan ahead by preparing a list of questions that will help you assess the candidate’s qualifications and determine whether they are a good fit for your company. Be specific in what you will be asking – do not go just for general questions that will not give you the input you need to make an informed decision.
By having your brand-specific questions on hand, you will know what you want to achieve as a company in terms of leads, sales and revenue. Talk to this through your questioning.
Some common questions to ask include:
- We want to book more meetings for our sales reps. How would you approach this?
- How do you measure the success of your marketing efforts, and what metrics do you use?
- Can you give me an example of a time when you had to create a campaign to drive direct sales online or offline?
Deep dive into their experience
The marketing manager should have a solid understanding of marketing principles and strategies, as well as experience in executing successful marketing campaigns. Ask questions about their work background and previous roles to get a sense of their skill set and how it relates to the job requirements.
For example:
- In your X years at Company ABC, what was the most successful campaign, what was your role in that, and how did you execute the strategy for it?
- You stated you worked at Company ABC, what was their main business goal, and how did you contribute to achieving that goal?
Assess their communication and problem-solving skills
Effective communication is critical for favourable outcomes in any marketing role. During the interview, pay attention to how the candidate communicates, both verbally and in writing. Are they articulate and concise, or do they struggle to get their point across?
It is also important to assess their listening and problem-solving skills, as a good marketing manager must be able to understand the needs and goals of both their team and their clients. Try telling a story and then asking them to reply, applying their marketing knowledge.
For example:
- We went to X event and had a booth and our goal was to capture leads. We had implemented XYZ to try and do this. It wasn’t successful. What would you have done differently to capture leads?
You can also ask the candidate to describe a challenging situation they faced in their previous role and how they went about resolving it.
Test their knowledge of marketing technology
In today’s fast-paced digital world, a good marketing manager must be well-versed in marketing technology and digital marketing strategies. Ask the candidate about their experience with various marketing technologies and platforms, such as CRMs, marketing automation platforms, and data analytics and reporting platforms.
Ask for examples of their work
One of the best ways to determine a candidate’s marketing skills, is to ask for examples of their work. This could be in the form of case studies, marketing materials, or even screenshots of campaigns they have executed.
Consider their cultural fit
Last but not least, it is important to assess whether the candidate is a good fit for your company’s culture. A candidate who has the right skills and experience, but does not align with your company values, may not be the right person for your organisation.
Final thoughts
Interviewing a marketing manager requires careful preparation and thoughtful consideration of the candidate’s qualifications, experience, and personality. By following these steps and tips, you can ensure that you make the right hire for your marketing team and drive the growth and success of your business.
