Shirin S.
Performance Marketing Specialist
SUMMARY OF EXPERIENCE
• 4+ years of experience managing successful paid social media campaigns (Facebook, Instagram) across diverse industries, delivering high ROAS (up to 400%) and driving lead generation in her current role.
• Skilled at data-driven campaign optimization, A/B testing, and analysis to improve performance metrics like conversions and brand awareness.
• In her previous role, she achieved impressive results like 3000+ qualified leads/month and £400k monthly revenue from paid digital campaigns with a minimum 15-20% qualification ratio.
👍 What we loved about them
• Despite her years of experience, Shirin exhibited a grounded and sincere demeanour during all interviews. She openly acknowledged areas for improvement and expressed a willingness to learn, suggesting a coachable mindset.
• Having worked as a freelancer, Shirin has developed an entrepreneurial mindset, which often translates into being proactive, resourceful, and comfortable with taking initiative.
• Shirin demonstrated a refreshing level of transparency when discussing her skillset. She readily acknowledged areas where she lacked extensive expertise, such as working with platforms beyond Meta or handling certain technical aspects like bid optimization. This candour and self-awareness are valuable traits in a senior professional.
• Throughout the interview process, Shirin exhibited strong communication abilities. Her responses were well-structured, easy to follow, and logically presented. She also conveyed her thoughts clearly and concisely, without extraneous information or jargon, making her an effective communicator.
ℹ️ Things to be aware of
• Limited experience with platforms beyond Meta. Although she has run some Google Ads display campaigns for clients, she hasn't had enough opportunities to build on these skills.
• Shirin could potentially demonstrate a more strategic mindset by discussing long-term initiatives for market expansion or customer acquisition beyond the immediate campaign.
• Ad platform experience – Meta (4 years), Google (1 year), LinkedIn (1 year). For more details, click here.
💁♀️ Where he may need support
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Although he lacks extensive experience with LinkedIn and Bing ads, his proficiency in Google ads suggests a high adaptability to new platforms.
👩💻 Technical interview performance
Objective
This candidate was invited to a 60-minute follow-up interview to assess their technical capabilities in more detail. During this interview, we assessed their critical-thinking skills, technical expertise, and overall conversational skills.
Technical abilities
• Campaign strategy and planning [8/10]: Shirin showcases a structured approach to campaign planning, considering factors like audience segmentation, ad placements, and messaging alignment across the marketing funnel. Her analytical approach to budget allocation and willingness to take on challenging ROI/ROAS targets reflect her strategic planning skills.
• Channel expertise [8/10]: Shirin's core expertise lies in Meta (Facebook/Instagram) advertising, where she demonstrates strong proficiency in audience targeting, ad placements, and campaign optimisation. Expanding her practical experience across other channels could further enhance her versatility.
• Data analysis and optimisation [8.5/10]: Shirin has a data-driven mindset and hands-on experience with ad testing, content optimisation, and deriving actionable insights from data. She demonstrates a good understanding of core performance marketing metrics like CPL, CPA, and ROAS. She's comfortable analysing data to identify high-performing segments and reallocating budgets accordingly.
• Conversion rate optimisation [8.5/10]: Shirin recognises the importance of optimising ad creatives and content to improve quality scores and reduce acquisition costs. She suggests leveraging customer testimonials and immersive content to enhance the user experience. Her ability to identify gaps in data or information needed to improve performance figures is a valuable skill in the CRO domain.
• Reporting and communication [8/10]: Shirin's proficiency in creating comprehensive campaign reports (including visualisations and performance analysis), coupled with her technical knowledge and understanding of creative/content aspects, allows her to take a holistic approach to reporting and communication.
Areas of growth
• Channel expertise: Expanding her practical experience and knowledge across a wider range of performance marketing channels would make her a more well-rounded candidate for a senior role.
• Data analysis and optimisation: Her analytical abilities could be strengthened by demonstrating expertise in techniques like multivariate testing, predictive modelling, or audience prospecting.