Manager Digital Marketing

☛ Talk about one of your most effective campaigns. What made them so effective?

☛ How do you know when a campaign has failed? What metrics do you use?

☛ What does the conversion funnel look like at your company?

☛ How many people are on your current marketing team? What are their roles?

☛ How would you describe your current brand’s tone of voice and visual identity?

☛ How do your customers inform your approach to brand-building?

☛ How do you get product feedback from your customers?

☛ What tools do you use to stay organized?

☛ Talk about your experience with editorial calendars.

☛ What is the relationship between SEO and content marketing?

☛ What are some common SEO mistakes in digital content production?

☛ What are the most important and effective social media channels for your brand?

☛ What is your experience with marketing automation?

☛ What role does paid advertising play in your overall strategy?

☛ What is your experience with co-marketing campaigns?

☛ What is the importance of thought leadership at your current organization?

☛ Describe a time you worked with a team to create a campaign on a tight budget.

☛ What is your approach to structuring a marketing budget?

☛ What is your approach to editing copy?

☛ Describe a time you gave constructive feedback to a colleague.

☛ Describe a time your team didn’t agree with your direction. How did you handle it?

☛ How would you handle negative feedback about your brand?

☛ What’s interesting about our current marketing? What could we do better?

☛ What is the purpose of social media?

☛ Give an example of when you have had to write a social media strategy explain how you approached this task

☛ What are the differences between writing for traditional web channels and writing for social media?

☛ Why do you think we should use social media?

☛ In what ways do we need to be careful when using these tools?

☛ How do you measure social ROI?

☛ What is your experience managing multiple social media accounts?

☛ What social media tools have you experience with?

☛ Which social media brand strategy has inspired you lately?

☛ What is your policy on moderating comments?

☛ How does social media affect SEO and your online profile?

☛ Can you tell us about some of the challenges you have faced when introducing social media in your previous job, and how you overcame them?

Hopefully their response will go beyond measuring statistics like ‘time on site’ and ‘number of pages per visit’ and talk about measuring the achievement of the organisation’s aims using digital.

Ask them how they’d measure the achievement of the organisation’s aims online, and what experience they have in doing this. Of course, once you’re able to measure how well an organisation’s digital presence is helping it achieve its objectives, you can try to improve thi, in an evidence-led way.

They might also hit on the thornier question of social media measurement. They’ll hopefully talk about engagement. Perhaps they’re even reading Beth Kanter’s new book ‘Measuring the Networked Nonprofit’. Ask them how they’ve increased this, how they’ve measured their successes, and what returned has come from this.

With this question, it’s all going to come down to your own personal experience – so think about what you’ve done in the past and what skills you’ve picked up which they might not necessarily have in-house which could benefit the business overall. Also consider any particular digital marketing campaigns that you learnt a lot from – and how this particular knowledge could help the business or one of the business’ existing clients.

In this instance, the employer is really asking what differentiates you from the rest of the applicants – so think carefully about what makes you unique (in terms of your digital marketing skills, knowledge, experience and contacts) and how this could have a positive effect on the business.

Earlier this year the ICO formally began enforcing an EU privacy directive from 2009 that covers cookies. This is why you now see so many popups on websites asking you to consent for cookies.

The ICO’s guidance on consent, in the run up to the enforcement deadline, was a source of heated discussion. Shortly before enforcement began, the concept of ‘implied consent’ was introduced. Whether your candidate thinks this was sensible pragmatism from an organisation tasked with enforcing an impossible EU directive, or a frustrating last-minute change of tack that has abandoned consumers to continued electronic surveillance and marketing, the main thing is that they can give you an answer. You certainly don’t want to see a glazed expression .

You should try and answer this question as honestly as you can. Think about why you applied for your first digital marketing job – was it the reputation of the industry? Its fast-paced nature? The fact high-paying salaries were on offer? Or the fact that it’s constantly changing, growing and adapting on a weekly basis?

The employer is asking this question to test your commitment to the industry and to find out what makes you tick as a digital marketing candidate – so your answer needs to convey your commitment and enthusiasm for the sector overall.

A good answer would be to say that you were attracted to the industry because it’s got a good reputation and there are lots of opportunities available to progress your career, learn new skills and expand your knowledge. This answer shows you’re committed to the sector long-term and demonstrates that you’re a candidate who’s constantly looking to improve and enhance their skills.

This question will help you assess a candidate's ability to explain a concept they know intimately to someone who isn't as familiar with it. If their hobby is training for a marathon, ask them what advice they'd give you if you woke up one day deciding you wanted to train for a marathon. Are they able to communicate it clearly?

One candidate taught me how to make tagliatelle, which is hand-cut Italian pasta. She gave me the full run-down on how you make the noodles, how you form them and cut them, and which ingredients go into the sauce. She relayed the step-by-step process to me in a way that was very clear and understandable. I felt like I could've gone home and made tagliatelle myself. Not only did this tell me she knows how to convey information clearly, but it was also gave me insight into her personality and interests.