Question 1

Tell me a little about yourself.

Accepted Answer

I’ve built digital marketing strategies from the ground up and then the supportive content and communications strategies through my career. I loved it each time because it gave me the freedom to be creative and experimental. Digital marketing strategy is my wheelhouse and that’s what I like to do.

I would love an opportunity where I can do the same for a company that I believe in. I want to take companies from a sales-forward approach to a customer centric approach because I’ve seen success in that for both the company and its customers. I believe if we put honest selves forward in our messaging and content, our customers would hear it in a way that could be helpful.

Question 2

What can I expect from you in your first three months?

Accepted Answer

I would start by really getting to know your company and building relationships with the team and our stakeholders. I’d also focus on understanding what our goals are and what the main problems my role can help solve. My deliverables after three months are to identify annual and quarterly goals that help solve our biggest pain points, then prioritize projects associated with those goals to put things in motion.

Question 3

Name one thing you are really proud of.

Accepted Answer

A compliment that’s meant a lot to me is the ability to connect with people. I love the work that I do, and my authentic excitement naturally makes people excited too. I care about the people I work with. There are two parts to my job:
the first part is supporting our customers by showing them how our products can help them, and
the second part is supporting my fellow coworkers.
This strength has really helped me create team momentum and get stakeholder buy-in.

Question 4

How do you use data and metrics to measure success?

Accepted Answer

Measuring success depends on the goal. Are we trying to increase leads? Revenue? Conversion? At the core, I’ve focused on driving the highest value MQL to sales (which have a current 70% close rate). But no matter what our goals are, we base KPI’s on a combination of industry benchmarks and previous similar work performance. We also account for time and resource constraints.
My projects start with looking at what we’ve learned from the data of similar projects we’ve done in the past, then we plan which part of the campaign needs A/B testing and tracking, and ends with data analysis and lessons learned.

Question 5

Which teams do you work with cross functionally?

Accepted Answer

I work with seven teams in the marketing department, 11 lines of business, and with teams outside of marketing including sales, product managers, developers, IT, finance, support, customer excellence/account managers, and executives. I am the point of contact for digital and content strategy for the organization. Our external teams come to me to understand our content strategy, which is based on my customer data findings and persona research. I am one of the main stakeholders at our weekly alignment meetings.

Question 6

Give me an example of how you manage cross-functional relationships.

Accepted Answer

I’ve overcome and learned from many cross functional challenges in my career. I hope to take what I’ve learned to help the next company I enter be a collaborative, successful organization.
In my last role with HCSS, I wanted to convince the head of sales that if we marketed from our prospects' POV, they would have more leads than they knew what to do with. Understandably, our sales department was hesitant to publish certain topics that they considered crucial to their conversation with prospects. I gained their trust in two ways: I demonstrated product knowledge by producing demo videos for all of our products. Then, I proved that I understood our customers by partnering with regional managers to build our personas from the ground up. We tested out my content on a small, segmented audience that only pertained to our peripheral products with great success. After they saw that it worked on a small product we rolled it out to all flagship products.

Question 7

How do you manage competing priorities (i.e. balancing stakeholder objectives)?

Accepted Answer

By defining the marketing core missions and prioritizing our initiatives and projects with those missions. Most of us have encountered isolated, unplanned requests. Instead of seeing them as unwelcome work, I encourage our team to leverage these requests as opportunities for collaboration. Sounds a bit difficult (and possibly very cheesy), but it comes down to finding a tool, whether that’s a project management software, calendar, or even index cards on the wall, to let everyone see what we are doing and why we are doing it.

Question 8

What do you do for fun?

Accepted Answer

I love marathon running and the friends and donuts that come with the sport. In my spare time, I am laser-focused on finding the most terrible reality TV show to binge.

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