Technical abilities

• Campaign strategy and planning [7/10]: Aasees shows solid strategic thinking by structuring the brief into distinct pre-launch and conversion phases, which shows that she understands campaign objectives need different approaches. Her budget allocation methodology was logical, splitting the 50,000 euro budget across top-performing versus lower-performing geos based on historical ROAS and customer volume data. She allocated 80% to high-performing regions and 20% to lower performers, showing she can balance focus with opportunity exploration. The decision to front-load spend on Advantage Plus (45% to iOS, 35% to Android) was backed by her understanding of recent platform improvements, though it was slightly aggressive given the lack of historical brand data. Her planning to extract learnings from Advantage Plus to optimise manual campaigns shows she thinks beyond individual tactics.

• Channel expertise [7/10]: Aasees demonstrated competent knowledge of Meta's advertising platform, correctly referencing CBO, Advantage Plus campaigns, attribution windows, placement optimisation, and lookalike audience creation. Her awareness that Advantage Plus improved significantly from June onwards shows she's paying attention to platform evolution. She structured audiences appropriately using interest targeting (luxury, lifestyle, adventure seekers), geographic segmentation, and retargeting segments, which are standard Meta capabilities executed correctly. Her understanding of how to set up custom audiences from customer lists, website visitors, and social followers was clear.

• Data analysis and optimisation [7/10]: She showed good analytical thinking throughout her responses, consistently referencing data as the foundation for her decisions. Aasees combined volume data (which countries send the most customers) with efficiency data (ROAS and cost per booking) to determine her top-performing versus lower-performing geo split, which is exactly the right approach. Her plan to extract insights from Advantage Plus campaigns around gender performance, geo trends, and placement effectiveness to inform manual campaign optimisation illustrated a systematic learning framework. We found her testing approach fairly methodical – A/B testing lookalike percentages (1-2% vs 3-4%) to determine which range performs better for future campaigns. When asked about conversion rate expectations, she honestly acknowledged needing historical data rather than guessing, which shows analytical integrity.

• Conversion rate optimisation [6.5/10]: Aasees gets that creative quality drives conversions and spotted that the provided assets were too generic, lacking strong hooks and clear USPs. She understands that current tactics like trending audio and bold text callouts help stop the scroll on social feeds. Her testing approach is sensible - testing 4-5 creatives per ad set initially, then refreshing based on performance data.  She also understands different audience segments need tailored messaging rather than generic one-size-fits-all content.

• Reporting and communication [7.5/10]: Aasees articulated her strategic thinking clearly, walking through her entire campaign approach in a logical sequence that was easy to follow. When challenged on her iOS/Android split or Advantage Plus weighting, she provided thoughtful explanations rather than becoming defensive. She showed us that she can translate technical concepts into business language that clients would understand. Her reporting approach was well-structured, mentioning she uses Excel or Google Sheets to create tabular views comparing performance across campaigns and platforms. She also described including both quantitative metrics and qualitative insights, specifically mentioning she always includes a section explaining the "why" behind trends rather than just presenting numbers.

Areas of growth