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 which UGC campaigns they scaled: Spark Ads, Meta Partnership Ads whitelisting, affiliate storefronts. Ask for creative volume per month, spend managed, and ROAS or CPA movement.
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 creator campaigns with spend levels, hook variants tested, and ROAS or CPA improvements traced to UGC over studio assets.
02
Evaluation factor
Audience and segmentation
25% weight
Probe how they match creator archetypes to buyer segments: TikTok Shop shoppers versus Meta retargeting pools, and how briefs shift by persona or price point.
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 creator casting to defined audience segments and shows how brief angles, hooks, and offers changed by segment with results.
03
Evaluation factor
Measurement and testing
30% weight
Test measurement rigour: creative testing frameworks, holdouts, post-purchase surveys, UTM and Spark Ad code hygiene, and how they attribute creator revenue versus paid amplification.
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 structured creative tests with clean naming and statistical discipline; separates organic creator lift from paid spend credibly.
04
Evaluation factor
Working with the business
15% weight
Assess handling of rights and usage: paid media licence terms, FTC disclosure, whitelisting access, creator payment tiers, and coordinating legal, finance, and ecommerce teams.
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
Describes negotiated usage windows and commission structures, keeps disclosure compliant, and manages creator payouts without finance or legal escalations.
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