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It's important for a head of growth at any company to understand what leads to sustainable growth. What questions would you ask to ensure a candidate understands growing the value customers receive across the full customer journey?

  • MC

    Marco Cardillo

    over 2 years ago #

    I'm not expert enough to hire a head of Growth, but as a candidate I'd create a simple board on Trello to manage experiments, adding some ideas to the Ideas pipeline and choosing an Index to prioritise these ideas during the weekly growth meeting...

    Also, I'd show the interviewer this img => https://goo.gl/images/EMZ82E explaining what my top skills are, what's my level of expertise for each skill, etc.

  • AA

    Anuj Adhiya

    over 2 years ago #

    @morgan Had a good one at #GHConf17: Ask the person to create a growth model - after all this is the foundation that will help you decide where to focus your growth efforts.
    This growth model could be a generic one or a stab at what it might be for some well-known company - either way, it will tell you if they understand how to build one.

  • ES

    Eldad Sotnick-Yogev

    over 2 years ago #

    The T image is a nice one - thanks for sharing that. In some interviews I've had for such roles they ask for some mathematical questions and those being on the spot can be challenging, even when simple you don't want to mess them up. A good one I enjoyed and thought relevant was to share a list of experiments, but tied to a 100 day growth plan. While many of these can be found online it does show a process of thinking which led to a good conversation for both sides.

  • SP

    Shanik Patel

    over 2 years ago #

    Head of Growth is a role that requires long-term grittiness, strong prioritization skills, a quantitative background, and top-notch leadership & management skills, among a lot of other attributes. Here are some of the questions that I'd use:

    Ask for examples (professional and personal) of challenges that required sustained effort and focus, overcoming obstacles, and staying the course over a long period of time. Growth is hard, and you need someone who can bring their best effort and meet challenges head-on day after day.

    Present case studies relevant to your business. For example, you have two acquisition channels that you're considering launching. Or a handful of experiments that you'd like to run. How do you determine the order? What factors are you considering? A good candidate will have made these types of decisions on a daily basis, and will give you a nuanced answer that includes considerations about effort, cost, certainty, and impact.

    Quantitative skills:
    I recommend getting into a very detailed conversation about the metrics that the candidate has paid attention to in the past, and your own business's KPIs. Ask about methods for assessing the effectiveness of marketing efforts and ad spend; ask about forecasting methods; ask about customer segmentation. Find out about analysis skillsets (tools like SQL and Excel). I'd also recommend providing a problem set that assess the canididate's ability to perform analyses, and to explain the methods and why they were chosen.

    Find out about the candidate's relationships with past managers and with past reports. What's the candidate's approach to goal setting, feedback, and hiring? What does the candidate look for in his or her colleagues? Does the candidate have a strong sense of accountability, and can the candidate inspire that sense of accountability in his or her reports?

  • IG

    Igor Gorbatko

    over 2 years ago #

    I would be asking questions along the lines of:

    - What has been your biggest growth win to date? And then dig deep to unearth the what, how, and why.
    - What do you do to understand behavior of your target customers?
    - How do you prioritize your experiments?

    I would also put my own or a hypothetical funnel on a whiteboard and ask what they would do to improve it.

    These points are covered in greater detail in this post. https://growthhackers.com/articles/a-practical-guide-to-interviewing-a-growth-marketer

    And I would not hire anyone without a trial. At the very least, I would give them a take-home assignment and ask them to tell me what they would in the first 90 days after they come in.

  • AS

    Amirhossein Seghatoleslami

    over 2 years ago #

    - Why are you choosing us ?
    - What is your last Growth experience ?
    - what is the best KPI in our Business type ?

    and so on ...:)

  • PS

    Paul Spicer

    over 2 years ago #

    I usually get asked for a three month strategy plan. Can be an on the spot question or a prepared case study question but it gives candidates the chance to demonstrate knowledge of the business, the vertical and their own experience. Not all tactics are applicable to all businesses or verticals.

  • DC

    Douglas Cook

    over 2 years ago #

    My preference would be to get the answers to this by setting them a presentation task to tackle a real world problem for your business as to how they would achieve sustainable growth were they to get the role.

  • DH

    Dani Hart

    over 2 years ago #

    Although it doesn't go into the specific questions she asks during the interview, I love this post that @JoannaLord just put out on who should you hire. I think she's pretty spot on. https://growthhackers.com/articles/a-growth-lesson-who-should-you-hire

  • OM

    Omer Molad

    over 2 years ago #

    Hey @danihart We recently decided to publish the interview script we used to hire a growth marketer. Here it is, would love your feedback. Note that this wasn't necessarily for a senior growth role so if we were specifically looking for a head of growth, we'd probably add another interview focused on leadership and cultural contribution.

  • VK

    Vashishtha Kapoor

    4 months ago #

    I think that the growth hacker's main skill set is experiments with the traditional marketing strategies.
    I would love to ask someone about his/her recent experiment with any marketing technique and the results. However, the insights from that experiment are important though.

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