A hiring manager's question bank for digital marketing managers — channel strategy, analytics and attribution, budgeting, and growth. Designed to find someone who drives results, not someone who just runs campaigns.
Anyone can list channels. The digital marketing manager you actually want is the one who can tell you why they cut a paid channel that was burning budget, how they figured out which campaign was really driving pipeline, and what they did when a launch flopped. Marketing is one of the few business functions where the work is measurable to the dollar, so the strongest candidates are comfortable being held to numbers — they talk in terms of cost per acquisition, return on ad spend, conversion rate, and payback period, not vanity reach. But numbers alone are not enough; this is a creative and strategic role too, so you also want someone who can craft a message, build a content engine, and tell the difference between a channel that is genuinely working and one that is merely getting clicks. The risk in hiring is the "channel tourist" — someone who has touched SEO, PPC, social, and email but never owned a full funnel or a real budget. Good questions force specifics: actual spend they managed, actual results they drove, and the messy decisions in between. As you interview, watch for candidates who connect marketing activity to business outcomes, who can explain attribution honestly (including its limits), and who treat a failed campaign as data rather than something to hide. The questions below move from strategy to analytics to the hands-on execution that proves they have actually done the work.
Choose six to eight questions and anchor at least two in real numbers the candidate has personally owned — budget managed, CAC moved, channel cut. Lead with a strategy question, add one analytics or attribution prompt, then a campaign post-mortem. Press for specifics; "we grew traffic a lot" is a flag, "we cut CAC from $90 to $52 over two quarters" is the signal.
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