I have founded and just released a web startup in the finance and stock market industry.
I am currently looking for a marketing expert that can overview the project and plan a (at least) year-long marketing campaign and tactic in order to grow the user base of the web application.
I focus on three core qualities:
-Proactiveness when crafting experiments and scaling them. -Process for consistently generating growth ideas. -Reflectiveness and data literacy when assessing what growth successes and failures have taught them.
I use a three-step project to assess these qualities. It looks something like this, but it varies significantly per growth role, and this is not one-size-fits-all:
-The candidate ideates and ranks customer acquisition strategies for the business. This reveals their ability to identify high-leverage opportunities and see the bigger picture. -They walk through their methodology for optimizing conversion at every step in our product journey. This reveals their process-driven approach to spotting bottlenecks and generating hypotheses. -The candidate creates sample content for the growth discipline they're being hired for, such as running ads or email marketing. This showcases their tactical competency.
Collectively, these projects help assess the three qualities from above.
Growth marketers must be proactive and resourceful. They should never stop generating ideas, running experiments, and iterating.
For example, when Facebook releases a new ad unit, a growth marketer should spend money uncovering whether there’s new, low-hanging fruit. When customers use your product in unexpected ways, a growth marketer digs in, talks to customers, and uncovers how these learnings can improve the messaging and product.
They must have a framework for ideating ideas—not just a depletable basket of ideas.
You're assessing their flexible, cross-disciplinary process more so than their actual output. A great process adaptably generates ideas forever.
Further, because company resources are limited and growth is time-consuming, I look for candidates who understand how to prioritize their ideas efficiently.
Do they know what mastery looks like for their role?
If they're running ads, for example, can they identify compelling value propositions, write enticing ad copy, and target audiences that fit the product?
This handbook will help you achieve competency in various growth disciplines so that you can partially assess these competencies yourself.
Price is just indicative, you're free to indicate your price and I'll evaluate your cost to the other candidates.
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