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 for specific paid campaigns they owned: monthly budget, channels (Google Ads, Meta, TikTok), CAC or ROAS before and after, and what drove the change.
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 budgets managed, cites CAC or ROAS movement with dates, and explains which levers (bids, creative, audiences) produced the lift.
02
Evaluation factor
Audience and segmentation
25% weight
Probe how they build audiences: lookalikes, customer match lists, exclusion of existing buyers, LTV cohorts, and how targeting shifted after signal loss from ATT and cookie deprecation.
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 segment logic tied to LTV or purchase intent, and adapts targeting to privacy constraints using first-party data and modelled conversions.
03
Evaluation factor
Measurement and testing
30% weight
Test measurement literacy: GA4 events, server-side tagging, incrementality or geo holdout tests, attribution windows, and how they call a creative test with thin volume.
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
Distinguishes correlation from incremental lift, sets sample and duration up front, and admits when a test lacked power to conclude.
04
Evaluation factor
Working with the business
15% weight
Check how they work with creative, product and finance: creative briefs to designers, landing page requests, blended CAC targets, and pushing back on unrealistic spend goals.
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 working loop with creative and analytics teams, reports honestly against blended targets, and renegotiates goals with data.
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