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Question

**Tell me about a time** you overcome a challenge.

Answer 1

**Situation:** After launching a new website for a client, they were eager to start generating leads. However, they had no prior digital marketing experience, relying solely on referrals, and their brand awareness was nearly nonexistent. **Task:** We needed to create a strategy that built brand awareness and prepared the groundwork for lead generation. **Action:** I proposed a full-funnel LinkedIn strategy with TOFU, MOFU, and BOFU ads. TOFU introduced the brand to a broad but relevant audience, MOFU retargeted TOFU viewers with thought leadership content, and BOFU offered a whitepaper in exchange for form fills. Each stage of the funnel built upon the previous. **Result:** The client loved the strategy. Despite their eagerness to move quickly, they appreciated the rationale behind the phased approach. The campaign is now in development.

Answer 2

**Situation:** I was running LinkedIn Website Traffic campaigns for a client, but high CPCs were depleting the daily budget early despite decent CTRs. **Task:** I aimed to optimize CPCs to make the budget more efficient without sacrificing engagement or website performance. **Action:** I researched LinkedIn’s bidding strategies, learning that the default “Maximum Delivery” prioritized spending the budget efficiently but didn’t control CPCs. I switched to cost cap bidding, setting a maximum CPC based on historical data, which showed improvement. I then tested manual bidding, where I could control bids directly, resulting in even greater CPC reductions. **Result:** CPCs dropped from $20 to around $7, significantly improving budget efficiency. With cheaper clicks, CTR rose, and website engagement remained steady.

Answer 3

**Situation:** We were preparing to launch a campaign for a client featuring a compelling case study that would be adapted into LinkedIn ads. However, there were delays on the client’s client’s end, as they were slow to approve the case study. The client suggested we anonymize the content to expedite the launch. **Task:** As the campaign manager, I had to balance the urgency to launch with ensuring the case study's effectiveness. I knew that including the client’s logo on the creative would significantly improve the ad’s performance. **Action:** I explained to the client why branded content would resonate better with the audience and recommended waiting for approval. Simultaneously, I created an anonymized version as a backup, ready to launch if necessary. In the meantime, I consistently followed up with the client to keep the approval process moving. **Result:** We ultimately received the necessary approvals to include the client’s branding. Although it took longer, the ad performed well and validated the decision to prioritize branded content.

Answer 4

**Situation:** While reporting on newly launched campaigns for a client, I noticed a discrepancy: a high number of clicks but very few sessions being recorded for one of the campaigns. **Task:** I needed to identify the cause of the discrepancy and ensure the data was accurate before presenting it to the client. **Action:** I reviewed the ads and discovered that the UTMs weren’t functioning properly due to a redirect issue. I quickly created new UTMs, tested them thoroughly, and updated the ads to fix the tracking. **Result:** The issue was resolved, and I’ve implemented a habit of testing all UTMs before launching campaigns.

Answer 5

**Situation:** I worked with a client who often pushed back on my recommendations. For instance, they wanted to use random internet images for content, override the site’s default styling (making it unresponsive), or include two conflicting CTAs on a page. **Task:** Instead of letting the constant disagreements frustrate me, I decided to reframe the situation and focus on constructive communication to align on the shared goal of delivering the best possible website experience. **Action:** I actively listened to their ideas, explained my concerns, and presented my recommendations as the marketing expert, using data and best practices to support my points. **Result:** We ended up having a productive discussion, which led to a compromise. In the end, we made decisions that respected both their vision and the best practices for the site.

Answer 6

**Situation:** It was the client’s first month in market, and the senior leadership team was eager for an early snapshot of campaign performance. **Task:** I was tasked with creating a report that included initial stats and insights. However, the client wanted conclusive recommendations about which ad variations (copy and images) to move forward with for the next campaign flight, even though the data was still early. **Action:** I disagreed with their request for conclusive decisions at this stage. I explained that audiences were still building, algorithms were optimizing, and making decisions too early could skew the results. We hopped on a call, and I shared my rationale, explaining why it was better to wait a bit longer. The client expressed excitement about the campaign but understood the need for proper analysis. **Result:** We agreed to present initial insights as suggestions, with a plan to reassess after more data came in at the end of the month.

Answer 7

**Strategy** * Who should we be targeting? * What do we want these people to do? * What platforms do we think these people are using? * How do we want to allocate the budget to each audience and platform? * How will you target the audience(s) on the platform? * What message do we want to reach them with? * How will we measure our success?

Answer 8

**Asset Development** 1. Ads * Verify platform requirements and create copy, creative and link * Determine # of ad variations (more if it's a new campaign, you have some time, you're communicating diff messages, your campaign is running for a long period of time, and you have a big budget) * Create Google’s UTM parameters (using GA4) to track visitors on the website * Set up events to learn how users interact with your site (e.g., scroll depth, on-page events like clicks, video watches, downloads) 2. Landing page(s) * Wireframe - get inspired and sketch the layouts * Plan content - gather, write and design all content that will flow into the pages * Design * Develop - brief in with design files, CMS used (WordPRess), CRM to be integrated (Hubspot), dev environment (Pantheon), timelines, etc. * Create content * QA - Proof content, responsiveness, design, and speed

Answer 9

**Execution** * Go into one of the platforms you’re using * Set up campaign targeting & budget * Upload the creative * Schedule the start and end dates

Answer 10

**Optimization & Reporting** Monitor the data and make optimizations, plus record in Changelog: * Not spending your budget? Expand targeting or increase bid * CTR is low? Dive into targeting, try new creative, or new messaging. * CPC is high? Try lowering your bid or adjusting your audience. * Conversion rate is low? Try different copy on the landing page, ask for less info on the form, try a different offer On a monthly, biweekly or retrospective basis: * Start with your campaign objectives - every metric should tell a story about the campaign and whether it’s hitting the mark * What’s the goal of the campaign? What metrics will give insights into its success? * What data can be ignored, such as vanity metrics? * Ask yourself: “So what?” or “Why?” * Communicate actionable insights in a way that your audience will understand (e.g., “conversions” > “form fills”) * Research online to get a sense of trends that may be impacting performance! * Automating some aspects of reporting (using Improvado or Looker Studio) can help you spend most of your time exploring the data!

Answer 11

**Wattpad Wrapped** Create a campaign using the data Wattpad has collected over the year, showcasing top reads, most engaging genres, etc. It’s like a year-in-review but for stories and creators! **“Cliffhangers” multi-channel campaign** A multi-channel campaign that leaves users wondering “What happens next?” to spark curiosity and get them hooked, trying to see the next ad or chapter. **Seasonal Story Recommendations** Themed campaigns where we recommend stories based on the time of year in each country

Answer 12

**TikTok Ads** * Book communities on TikTok are thriving! * Use creative, short-form video content to capture their attention **Instagram Ads** * Focus on visual storytelling with posts, stories, and reels to target book lovers and readers **Google Display** * For broader brand awareness * Catch users when they’re not actively searching but might be intrigued by Wattpad's offering

Answer 13

* Encourage more established authors to join Wattpad by giving them ways to interact with their readers in meaningful ways * Partner professional writers with emerging creators to enhance content quality through mentorship and feedback * “Control Your Destiny” Episode Spin-off: Explore storytelling through gaming where users make decisions to impact the storyline. * Work with book influencers to recommend their favorite Wattpad stories to expand reach

Answer 14

* What does the potential career growth look like for this role? * How would performance be measured in this role? * Where do you see Wattpad heading in the next 5 years, and how does this role fit into that future? * How do you see the team growing in the next 6-12 months? * What are the next steps in the interview process?

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