Review the evidence signals before interviewing. Then use the anchored descriptions—not instinct alone—to choose the score that best matches each answer.
01
Evaluation factor
Campaigns that performed
30% weight
Check for named affiliate programs they ran or joined: networks like Impact, ShareASale, CJ or Amazon Associates, monthly commission revenue, EPC, and top-converting offers.
Evidence to listen for
Names campaigns or programmes they ran, with the metric they moved and the baseline it moved from
Distinguishes their own work from the team's or the agency's
Knows the audience and the offer, not just the channel
Can describe a campaign that failed and why
Five-point scoring guide
1
Poor
No numbers; describes activity rather than results.
2
Needs Improvement
Vanity metrics only; attribution to their own work is unclear.
3
Satisfactory
Real campaigns with some numbers; baselines often missing.
4
Very Good
Named campaigns with metric, baseline, and clear personal ownership.
5
Excellent
Names specific programs and offers, quotes monthly commission figures, EPC and conversion rates, and explains why certain offers outperformed.
02
Evaluation factor
Audience and segmentation
25% weight
Probe how they choose partners and traffic sources: SEO comparison content, coupon and loyalty sites, email lists, paid social, and which buyer intent each captures.
Evidence to listen for
Describes real customer segments and what differs between them, not demographic guesses
Has built lifecycle stages, journeys, or nurture logic that reflect actual behaviour
Knows where the audience data comes from and its limits
Writes for the segment rather than for everyone
Five-point scoring guide
1
Poor
One message for everyone; no segmentation thinking.
2
Needs Improvement
Segments by demographics only; no behavioural insight.
3
Satisfactory
Workable segmentation; lifecycle logic is basic.
4
Very Good
Behaviour-driven segmentation and lifecycle design with evidence behind it.
5
Excellent
Maps partner types to buyer intent, cites keyword or list segments they targeted, and cuts publishers that cannibalise existing organic demand.
03
Evaluation factor
Measurement and testing
30% weight
Test their grip on tracking and attribution: postback or S2S pixels, UTM hygiene, cookie windows, last-click versus incrementality, and how they detect fraud or coupon leakage.
Evidence to listen for
Tests deliberately rather than changing everything at once
Understands attribution limits and does not overclaim
Knows what sample size and duration a test needed
Can name a test whose result contradicted what they expected
Five-point scoring guide
1
Poor
No testing; claims credit for correlation.
2
Needs Improvement
Runs tests but reads them badly; overclaims attribution.
3
Satisfactory
Tests sensibly; rigour drops under deadline pressure.
4
Very Good
Disciplined testing with honest attribution and a result that surprised them.
5
Excellent
Debugs tracking discrepancies against network reports, runs holdout or geo tests for incrementality, and has caught fraudulent or leaked-coupon activity.
04
Evaluation factor
Working with the business
15% weight
Assess how they negotiate commission tiers, manage payout terms with finance, and coordinate with brand or compliance on FTC disclosure and creative approvals.
Evidence to listen for
Works with sales, product, or operations rather than throwing campaigns over a wall
Briefs designers and writers well enough to get usable work
Manages agencies or freelancers to a standard
Reports results to leadership without spin
Five-point scoring guide
1
Poor
Works in isolation; reports only flattering numbers.
2
Needs Improvement
Limited coordination; briefs are thin.
3
Satisfactory
Coordinates adequately; reporting is honest if basic.
4
Very Good
Strong partner to sales and product; briefs and reports clearly.
5
Excellent
Negotiates tiered or hybrid payouts tied to margin, escalates disclosure or brand-safety breaches early, and reconciles payouts cleanly with finance.
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