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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 what they personally shipped: a student club Instagram account, a Mailchimp newsletter, a TikTok series. Probe follower growth, open rates, or event signups they can quote.
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 posts, emails or campus campaigns they ran, with before and after numbers rather than vague team credit.
02
Evaluation factor
Audience and segmentation
25% weight
Probe how they decided who a message was for: student segments, buyer personas from a course project, or list splits in HubSpot or Mailchimp.
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 a concrete audience with real detail, and explains how tone, channel and timing changed for that group.
03
Evaluation factor
Measurement and testing
30% weight
Test comfort with Google Analytics, Meta Ads Manager or a UTM spreadsheet. Ask which metric they watched daily and what a failed post taught them.
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
Reads basic dashboards unprompted, distinguishes reach from engagement from conversion, and cites a test that changed their approach.
04
Evaluation factor
Working with the business
15% weight
Look for how they handled deadlines, feedback and approvals: content calendars, revision rounds from a supervisor, coordinating with a designer or club president.
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
Shows a habit of asking clarifying questions early, delivering drafts on schedule, and absorbing edits without repeating the same mistakes.
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