Marketing & Content Topics
Marketing strategy, content marketing, campaign management, and digital marketing. Covers content strategy, campaign execution, and marketing analytics.
Digital Marketing Campaign Strategy
Covers the end to end planning and execution of online marketing campaigns, including developing a go to market strategy, audience segmentation, value proposition and creative messaging, channel selection such as search engine optimization, search engine marketing, email, social media and display advertising, launch timing and sequencing, budgeting and resource allocation, key performance indicators and targets, attribution approaches, tracking and analytics, and iterative optimization through testing and performance monitoring across the campaign lifecycle.
Digital Marketing Trends
Covers knowledge of current and emerging developments shaping digital marketing and how to future proof strategies. Topics include artificial intelligence and machine learning driven personalization and automation, shifts in privacy and data practices such as cookie deprecation and first party data approaches, major algorithm updates from platforms, new and emerging channels and platforms, and changes in consumer behavior and expectations. Candidates should be able to explain how these trends impact strategy, measurement, targeting, creative, and budget allocation, and describe practical steps they take to stay current and adapt campaigns over time.
Marketing Manager Responsibilities
Understand and describe the typical day to day responsibilities of a marketing manager. Topics include campaign planning and execution, performance monitoring and reporting, editorial calendar and content coordination, managing paid media and organic social programs, budget tracking and allocation, cross functional coordination with design product and sales, vendor and agency management, creating creative briefs, setting up measurement and tracking, running experiments such as split tests, and iterating on optimizations. Also cover stakeholder communication routines, prioritization of work, and contingency and resourcing planning to keep campaigns on schedule.
SEM and Paid Search Basics
Search Engine Marketing including Google Ads (formerly AdWords), keyword bidding, quality score importance, ad copy optimization, landing page experience, and how paid search complements organic search. Understanding the difference between SEM and SEO, cost-per-click (CPC) models, and campaign structure (accounts, campaigns, ad groups).
Competitive Analysis and Benchmarking
Covers frameworks and hands on techniques for researching, measuring, and benchmarking competitors using quantitative data and tools. Topics include identifying direct and indirect competitors, mapping channels and acquisition strategies, comparing product positioning and value propositions, and inferring growth and monetization metrics such as user counts, growth rates, ranking trends, retention signals, and revenue models. Practical skills include using SEO and market intelligence platforms and data sources such as SEMrush, Ahrefs, Moz, Screaming Frog, Google Search Console, Google Analytics, SimilarWeb, Sensor Tower, and app store research; extracting competitor keyword and backlink strategies; analyzing content performance and search ranking features; triangulating multiple data sources; recognizing tool limitations and data quality issues; and translating analytical insights into prioritized strategic recommendations, experiments, and tracking metrics for growth and product decisions.
Digital Marketing Background
Articulate your progression in digital marketing roles, covering campaign ownership, channel strategies such as paid media, search and social, analytics and optimization techniques, platform and tooling experience, and examples of scaling campaigns or teams. Highlight how your responsibilities grew over time, the metrics you drove, and any leadership of larger programs or people.
Marketing Strategy and Business Alignment
Developing and executing marketing strategies that directly support and measure business objectives. Candidates should be able to translate company goals into clear marketing objectives and key performance indicators across the customer journey, design campaigns and experiments that balance short term acquisition with long term brand building, prioritize investments given constraints, align cross functional stakeholders, and close the loop between marketing activity and business outcomes. Interviewers assess structured strategic thinking, ability to set success criteria, trade off analysis, and how strategy adapts to changing business needs.
Marketing Automation Platforms and Workflows
Comprehensive domain knowledge and hands on skills for selecting, configuring, operating, and troubleshooting marketing automation platforms and the automated programs they run. Encompasses platform selection and configuration, workspace and user role management, integration with customer relationship management systems, validating data mappings, and operational best practices. Covers workflow and campaign design using triggers, conditions, actions, and workflow components to build trigger based, drip, lifecycle, and lead nurturing campaigns, as well as lead scoring models, segmentation strategies, dynamic content, progressive profiling, and personalization at scale. Includes email marketing strategy and campaign design such as deliverability and list hygiene practices, subject line and content testing, A B testing methodologies, send time optimization, template management, landing pages and form integration, and compliance with regulations such as CAN SPAM and General Data Protection Regulation. Addresses metrics, analytics, and attribution including open rate, click through rate, conversion rate, bounce rate, unsubscribe rate, and campaign level reporting. Details platform operations and troubleshooting such as diagnosing synchronization errors, duplicate records and data conflicts, testing workflows in staging environments, escalation to vendor support, and resolving integration issues, plus scaling and complexity management and orchestration across channels including email, mobile messaging, web, push notifications, and paid advertising. Familiarity with major systems such as Marketo, HubSpot, Salesforce Marketing Cloud, Klaviyo, and ActiveCampaign is relevant, but emphasis is on reliable workflow design, operational excellence, and performance optimization.
Search Engine Marketing Strategy
Comprehensive knowledge of search engine optimization and paid search strategy, and how they work together across the acquisition funnel. Candidates should be able to explain keyword research and intent mapping, on page content and technical optimization, off page authority and link building approaches, paid search bidding and bid management strategies, quality score and ad relevance factors, landing page experience and conversion optimization, and how to measure and prioritize organic versus paid investments. Be prepared to discuss trade offs in acquisition cost, incremental value over time, measurement approaches and channel complementarity.