Marketing & Content Topics
Marketing strategy, content marketing, campaign management, and digital marketing. Covers content strategy, campaign execution, and marketing analytics.
Email Copywriting and Design for Conversion
Develop practical skills in writing email copy that drives action and designing emails for clarity and conversion. Understand principles: clear value proposition in subject line, compelling body copy that's concise and benefit-focused, strong call-to-action with clear next step, mobile-optimized design, visual hierarchy. At junior level, be able to discuss email copy decisions: 'For this onboarding email, I focused on the primary benefit (time-saving) with social proof (how many users benefit) and a clear CTA to get started.' Share examples of copy tests you've run or observed. Understand that different contexts need different approaches: urgent promotional emails vs. educational content, acquisition vs. retention emails. Show that you think about conversion psychology—clarity, urgency, relevance, trust.
Occasion Based and Cultural Moment Marketing
Covers how to identify, plan for, and execute campaigns tied to seasonal, cultural, or event driven moments. Candidates should demonstrate an ability to map customer behavior to calendar and cultural signals, plan campaign briefs and creative tailored to moments, work with localization and partnerships teams, coordinate timing and logistics across channels, and measure incremental impact. Also include risk and sensitivity checks for culturally sensitive content and approaches to rapid creative iteration.
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).
Product Marketing Collaboration and Growth
Covers partnering with product and product marketing teams to create product focused content and to drive product led growth. Topics include defining joint objectives with product, translating product capabilities into customer benefits and messaging, designing in product experiments and onboarding flows that improve activation and retention, shaping pricing and trial experiences, and providing customer insights that inform the product roadmap. Also covers creating product focused content and go to market materials, integrating product messaging into broader content strategy, negotiating trade offs with product leaders, and measuring outcomes for product driven growth and content impact.
Email Automation and Lifecycle Sequences
Develop understanding of email automation platforms and how to build automated email sequences that trigger based on user actions or timeline. Common sequences: onboarding (triggered by sign-up, delivered over days), re-engagement (triggered after period of inactivity), win-back (for lapsed customers), post-purchase (upsell, cross-sell), feature announcement (to relevant users). At junior level, be able to design an email sequence: map out email flow and triggers, define content for each email, discuss frequency and timing, explain how you'd measure sequence effectiveness. Show familiarity with email automation platforms (Marketo, HubSpot, etc.). Discuss segmentation within sequences—do different user types get different content?
Campaign Ownership and Execution Excellence
Covers owning marketing campaigns from end to end including strategy, planning, execution, optimization, and reporting. Topics include brief creation, channel selection, audience targeting, creative collaboration and review processes, timeline and budget management, vendor and partner coordination, implementation and tagging, monitoring and optimization cycles, attribution considerations, and postmortem analysis. Candidates should be able to give examples of complex multi channel campaigns they managed, explain trade offs made during execution, and show how they measured and improved performance.
Paid Digital Advertising and Performance Marketing
Covers expertise in paid media channels and performance oriented campaign management across paid search social advertising programmatic display and other paid channels. Candidates should discuss bid and budget strategies creative and audience testing approaches measurement frameworks for attribution return on ad spend and customer acquisition cost and techniques for scaling or exiting channels. Answers should also cover working with creative and data teams running tests to improve efficiency dealing with privacy and measurement constraints and aligning paid activity to broader acquisition and retention objectives.
Audience Segmentation and Persona Development
Covers methods for dividing an audience into meaningful segments using demographics, firmographics, psychographics, behavior, purchase intent, engagement level, lifecycle stage, and channel or device use. Includes research techniques and data sources such as first party data, surveys, analytics, CRM and third party insights, and approaches to maintaining list hygiene and data quality. Explains how to develop buyer personas and map personas to journey stages, messaging, offers, content formats, and channel strategies. Addresses targeting tactics across platforms including paid media targeting capabilities, email and marketing automation personalization, dynamic content, behavioral targeting, and account based approaches. Covers how to prioritize segments based on value and reach, balance acquisition versus retention and expansion, design targeted messaging for different stakeholder roles or departments, and measure performance and iterate segmentation and personalization strategies. Also discusses trade offs between complexity and operational simplicity, privacy and ethical considerations, and how segmentation informs campaign planning and measurement.
Email Marketing and Customer Engagement Campaigns
Expertise in email as an owned channel for customer acquisition, activation, engagement, and retention. Understanding of email metrics, segmentation strategies, automation workflows, compliance (CAN-SPAM, GDPR), and best practices for maximizing engagement and revenue.