Brand Marketing Manager Flashcards
Can you provide an example of a time when you used your presentation skills, both written and spoken, to achieve a successful outcome?
Situation:
We needed a social media management tool to schedule our posts ahead of time.
Task:
I recommended using Hootsuite and had to present its benefits compared to other tools to the entire team.
Action:
I prepared a presentation that included a competitive audit of social media management tools. I personally used free trials of Hootsuite, Sprout Social, Buffer, and Meta’s scheduling platform. During the presentation, I encouraged the team to ask questions and addressed their concerns, particularly about the cost of Hootsuite. I highlighted Hootsuite’s benefits, like AI integration and the ability to add six users to the plan. I suggested partnering with our sister company, Colony Cowork, to share the tool and reduce costs.
Result:
The team quickly adapted to Hootsuite, making posting easier and reducing stress. We used AI for idea generation and planning, which improved our workflow. I was happy to help the team learn and maximise the tool’s features.
Focus on words like “Hootsuite,” “presentation,” “comparison,” “AI integration,” “team adoption,” and “workflow improvement” to help you remember key details.
Can you walk me through a content strategy you developed and implemented?
Situation:
When I started at Northern Goal, my first goal was to create a social media strategy for Northern Group’s Instagram.
Task:
My task was to establish a digital presence and increase brand awareness and trust with our followers.
Action:
1. I conducted a content analysis of our competitors to see what worked well and what didn’t.
2. Then I analyzed our own content using metrics like likes and engagement.
3. I reviewed our website content to determine our core values and developed three content pillars: residential, commercial, and community.
4. I created a content calendar to ensure we consistently posted content related to these pillars every week.
Result:
As a result, we saw a 60% increase in followers within the first 3 months through organic content. Our content also led to an increase in website traffic.
Give a time you advocate for promoting positive sustainable behaviours.
(Task)
At my previous job, I noticed we had an opportunity to promote sustainable products from Jangro.
(Action)
1. I explained the cost savings of buying concentrated items.
2.I highlighted how using these products could reduce their carbon footprint.
3.I provided examples of other businesses successfully implementing these products.
(Result)
As a result, several of our members switched to Jangro’s sustainable products, reducing their costs and environmental impact.
Describe a time you led a social media campaign?
Situation:
At Northern Group, I aimed to boost brand awareness and grow our instagram and facebook followers.
Task:
I planned an Easter Egg hunt campaign.
Action:
I placed Easter eggs where our followers would find them and partnered with our commercial tenants who provided prizes for free. I promoted the campaign on social media and encouraged participants to tag us in their posts.
Result:
The campaign generated a lot of user-generated content. We were tagged in a lot of posts, and we gained 200 new followers within a week.
Describe a time a campaign didn’t do well and how did you learn from that?
(Situation)
At Colony Cowork, we launched a campaign to promote a half-price discount on private office memberships, but it didn’t do well.
(Task)
My task was to understand why it underperformed.
(Action)
Competitor Analysis:
I compared our campaign to competitors and saw that successful ones used lo-fi content and had someone speaking in the video.
Team Meeting:
I held a meeting with the marketing team and realized we didn’t highlight the location benefits enough; we focused too much on room features.
(Result)
We made these changes for our next campaign. As a result, we received alot of enquiries and sold the space.
The lo-fi content saved us time, and the campaign became one of our top-performing posts on Instagram
Can you talk about your experience with analyzing user data and how you’ve used that information to make decisions that continuously improve the clients marketing channels, like email, website, and social media?
(Task)
At Northern Group I used social media insights to analyse user behaviour, engagement, and conversion rates.
(Action)
1. Noticed Patterns:
I found that our posts performed better on Sundays than on Fridays.
- Scheduled Posts:
I scheduled our most valuable posts for Monday and community-focused, light-hearted posts for Sunday when more followers were active.
Can you describe a time when you contributed to specific KPI targets?
(Situation)
At Jangro, we were sustainability certified by Planet Mark, requiring us to reduce and track our carbon emissions by 5% annually.
(Task)
My task was to help the company meet this reduction target, which was challenging especially since we had done well during COVID.
(Action)
Tracking Bin Usage:
I tracked our bin usage and signed a sheet every time they were collected.
Creating Reminders:
I created posters around the office to remind people to turn off the lights.
(Result)
Despite the challenges, we managed to meet our reduction target. Our results showed we emitted the same CO2 as seven return flights from London to Paris in a year.
Can you share your experience in creating and developing written and visual content to engage and convert relevant audiences?
(situation)
In my previous role at Jangro, we were preparing to release our sustainable products that used probiotics instead of harsh chemicals.
(Task)
My task was to write engaging copy for our email and social media to attract customers and drive sales.
(Action)
Email Marketing: I created email campaigns with catchy subject lines tailored to customer segments, like hospitals and catering businesses. For hospitals, I used the theme of probiotics being ‘unsung heroes’ like nurses during COVID.
(Social Media)
I wrote posts using the AIDA format to engage readers and persuade them to click for more information about our products.
(Result)
Email campaigns: Our campaign open rate was 30%, and click-through rates increased by 15.5% compared to previous campaigns.
Social Media: We saw a 60% rise in engagement, with more likes, shares, and comments on our posts.
Can you describe how you plan and execute digital campaigns, as well as how you analyze engagement data and identify trends in customer interactions?
First, I start by setting clear goals for the campaign, whether it’s to raise brand awareness or promote specific products.
Next, I figured out who our target audience is and which social media platforms they use the most. For example, when we wanted to promote catering products at Jangro, I planned out a two-week schedule of posts and announced it beforehand to build anticipation.
Then, I made sure our message and visuals were consistent across all our social media channels and emails. I use tools like MailChimp to send tailored messages to catering companies and schools, who are most likely interested in our products.
After the campaign runs, I use tools like Meta and MailChimp to see which posts got the most likes, shares, and clicks. This helps me understand what our audience likes and how we can improve.
To make sure we get the best results, I include links in our emails that lead directly to helpful blog posts and relevant social media content.
Describe a time you identified opportunities across the digital customer journey that are designed to improve customer experience
(situation) In my previous role at northern group, I noticed that our landlord web page which had a CTA to book a valuation wasn’t getting as many clicks as we wanted.
(Task) My task was to improve the amount of clicks on the specific cta.
(Action) So I conducted a usability test with 3 landlords to find out how they booked a valuation for their rental properties.
(Result) I found out that they struggled to find the call to action on the landlord page. So I moved the cta closer to the top of the page and changed the colour of the button to pink which had more contrast and made it easier to find.
Describe a time when a project did not go well and how did you learn and improve from that?
(Situation)
At Northern Group, I was tasked with designing our company’s newsletter template.
(Task)
I developed a new newsletter template based on current design trends and stakeholder feedback. We aimed to improve click-through rates and reader engagement.
(Action)
We implemented the new template and conducted A/B testing against the previous one. Unfortunately, the new design didn’t significantly improve click-through rates.
I made adjustments, changing the layout, and refining call-to-action elements based on feedback and data analysis.
(Result)
Despite our efforts, we didn’t achieve the expected increase in click-through rates.
This experience taught me the importance of thorough user testing and actionable feedback.
Describe your experience with PPC, SEO and online advertising.
An example of a time i advised and influenced content creation
What is your biggest strength?
Dynamic and thrive on juggling multiple projects at once.
Give me an example of a time when you set a goal and were able to meet or achieve it.
When I started at Northern Group, my first goal was to boost our online presence and there were steps that I took to do this. First, I got myself immersed in the industry by following accounts on social media in our industry. I did a competitive audit to see which content from our competitors worked well and what didn’t. I also analysed our existing content. And I also came up with content pillars
