Interview scorecard template

Digital Marketing Specialist interview scorecard

Evaluate Digital Marketing Specialist candidates across 4 weighted areas: campaigns that performed, measurement and testing, audience and segmentation, and working with the business. Campaigns that performed leads at 30%, so ask which channels they personally ran: Google Ads, Meta, LinkedIn, email, SEO. Probe monthly budget managed, CPA or ROAS movement, and what. Use the rubric to compare role-specific evidence consistently.

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TL;DR
For campaigns that performed, look for evidence the candidate names owned campaigns with real budgets and cites before and after CPA, ROAS or pipeline figures they can explain. For measurement and testing, look for evidence the candidate runs tests to a decision rule, admits inconclusive results, and can trace a conversion from ad click through CRM. Apply the written 1–5 anchors to every answer, record the evidence behind each rating, and use the factor weights to reach a consistent overall assessment.
Complete evaluation framework

What to assess and how to score it

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

Ask which channels they personally ran: Google Ads, Meta, LinkedIn, email, SEO. Probe monthly budget managed, CPA or ROAS movement, and what they changed to get it.

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 owned campaigns with real budgets and cites before and after CPA, ROAS or pipeline figures they can explain.

02
Evaluation factor

Audience and segmentation

25% weight

Probe how they built audiences: lookalikes, CRM lists, keyword intent tiers, lifecycle segments. Ask which segment underperformed and how they rebuilt or cut it.

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

Describes segments by behaviour and intent, not demographics alone, and shows how targeting choices shifted cost per lead.

03
Evaluation factor

Measurement and testing

30% weight

Test their GA4, UTM hygiene, and conversion tracking work. Ask about a specific A/B test: sample size, duration, what won, and what they did after iOS or cookie changes.

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

Runs tests to a decision rule, admits inconclusive results, and can trace a conversion from ad click through CRM.

04
Evaluation factor

Working with the business

15% weight

Look for how they handled sales handoff on lead quality, briefed designers or copywriters, and defended spend to a founder or finance lead.

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

Cites concrete feedback loops with sales on MQL quality and reallocated budget after a business conversation, not a dashboard alone.

Evidence-led prompts

Interview questions for a Digital Marketing Specialist

Use these prompts to surface evidence for the weighted factors above and compare candidates against the same role-specific criteria.

  1. 01

    What was the most successful marketing campaign you have been involved in, and what was your role?

  2. 02

    Can you describe a successful digital marketing campaign you have executed?

  3. 03

    Have you had the opportunity to lead a marketing team or campaign? How did it go?

  4. 04

    What digital marketing platforms are you most familiar with?

  5. 05

    Which digital marketing tools do you have experience using, and which do you prefer?

See the complete Digital Marketing Specialist question set
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