Maria Grigoryan

The assessment evaluates a candidate's ability to plan, execute, optimize, and measure digital marketing campaigns across multiple channels. Through practical discussions and real-world business scenarios, it assesses strategic thinking, technical expertise, analytical ability, and decision-making. Evaluation Criteria - Digital marketing strategy and channel planning - Paid media campaign management (Google Ads, Meta Ads, LinkedIn Ads, Microsoft Advertising) - SEO, email marketing, and organic growth fundamentals - Campaign optimization and budget allocation - Marketing analytics and performance reporting (GA4, attribution, KPIs) - Conversion rate optimization (CRO) fundamentals - Data-driven decision-making - Communication and stakeholder presentation

Candidates are evaluated on their ability to develop paid advertising strategies; build, manage, and optimize campaigns across platforms such as Google Ads, Meta Ads, LinkedIn Ads, and Microsoft Advertising (Bing Ads); apply audience targeting and bidding strategies; analyze performance metrics; and allocate budgets effectively to achieve business objectives. Evaluation Criteria - Paid advertising strategy and campaign planning - Campaign setup, management, and optimization across Google Ads, Meta Ads, LinkedIn Ads, and Microsoft Advertising - Audience research, targeting, and segmentation - Bidding strategies and budget allocation - Performance analysis and optimization (CTR, CPC, CPA, ROAS, CAC, conversion rate) - Conversion tracking, attribution, and reporting - Creative testing and optimization - Data-driven decision-making and problem-solving

Candidates are evaluated on their ability to develop and execute full-funnel growth strategies that drive customer acquisition, activation, retention, and revenue growth. The assessment measures their expertise in experimentation, data analysis, customer lifecycle optimization, cross-functional collaboration, and making data-driven decisions to achieve sustainable business growth. Evaluation Criteria - Growth strategy development and prioritization - Full-funnel optimization (Acquisition, Activation, Retention, Revenue, Referral) - Experimentation framework and A/B testing methodology - Growth metrics analysis (CAC, LTV, CAC:LTV, payback period, retention, churn, conversion rates) - Customer lifecycle and retention strategy - Growth opportunity identification and prioritization - Cross-functional collaboration with Product, Sales, and Customer Success - Strategic decision-making based on data and business impact

The assessment evaluates a candidate’s ability to develop, execute, and optimize email marketing strategies across the customer lifecycle. It assesses their expertise in segmentation, automation, personalization, platform usage, campaign performance analysis, and integrating email marketing into broader digital strategies to drive engagement, conversions, and business growth. Evaluation Criteria - Customer journey mapping and lifecycle email strategy (acquisition, onboarding, engagement, conversion, retention, reactivation) - Audience segmentation and targeting strategies (cold, warm, and existing customers) - Email marketing platforms and CRM tools (Klaviyo, Mailchimp, HubSpot, Salesforce Marketing Cloud, ActiveCampaign, etc.) - Automation workflows - A/B testing & experimentation - Performance analysis and reporting (open rate, CTR, conversion rate, revenue per email, unsubscribe rate, retention metrics, etc) - Data-driven decision-making and attribution analysis

The assessment evaluates a candidate’s ability to use social media as a strategic marketing channel to build communities, strengthen brand positioning, and drive measurable business outcomes. Through practical scenarios, it assesses their ability to develop social strategies, create engaging content plans, manage campaigns, analyze performance, and optimize initiatives based on insights. Evaluation Criteria - Social media strategy and alignment with marketing objectives - Platform knowledge and channel-specific strategies (Instagram, Facebook, LinkedIn, TikTok, X, YouTube, etc.) - Content strategy, planning, and creation - Organic social media growth and community building - Paid social media campaigns and audience targeting - Audience research, segmentation, and engagement strategies - Social media content performance analysis and reporting - Social listening, trends, and brand reputation management - Campaign optimization and experimentation