Technical abilities

• Paid ads technical knowledge [8/10]: Ayushi's Meta knowledge is where she feels most at home, and it comes through clearly in both the interview and the case study. Her campaign structure covered CBO for prospecting and ABO for retargeting, and her reasoning around avoiding Advantage Plus was grounded in practical budget control logic. When pressed, she also showed she understood when Advantage Plus makes sense, particularly for top-of-funnel volume gathering, which we think reflects genuine platform familiarity. She touched on Conversion API setup when discussing tracking issues, showing some depth in how she thinks about the Meta ecosystem as infrastructure and not purely as an ad-buying interface.

• Campaign strategy and full-funnel thinking [8/10]: This is genuinely Ayushi's clearest strength across the interview. Her three-phase framework, moving from pre-launch anticipation through live bookings and into a post-launch FOMO-driven wind-down, was well-suited to the brief and showed she understood what the client actually needed to achieve. We think the way she separated cold and warm audiences and assigned different messaging logic to each phase was sensible and practical, and she correctly identified that Meta builds aspiration around a product like Yacht Week while Google captures the intent that follows from that exposure (her 85/15 budget split reflected that logic with clear justification behind it). She thought about excluding confirmed bookers from retargeting lists, incorporating past purchasers as a distinct warm segment, and scaling down spend gradually as the campaign approached its booking target. Her creative strategy across phases also showed awareness of where a customer sits in the decision journey, moving from intrigue-heavy content in phase one toward social proof and UGC in the conversion phase. We feel this is a real strength she can develop further, particularly as she gets more exposure to different client types in an agency environment.

• Data interpretation and analytical thinking [7.5/10]: Ayushi approaches data in a practical and functional way. She used the internal Yacht Week data to anchor her CPL target at €250 per booking and kept her ROAS estimate at a sensibly conservative 16x. When asked to choose between CPL and waitlist signup volume as the more critical performance indicator, she worked through it out loud and landed on CPL as the metric that actually tells you something about campaign efficiency. Where the depth thins out a little is in her analytics toolkit. She relies primarily on Facebook Ads Manager and Google Analytics for reporting, and while she referenced Sprinklr and Meltwater from her earlier ORM background, those are sentiment and listening tools rather than performance analytics platforms.

• Adaptability and problem-solving under pressure [7.5/10]: Across both interviews, we felt that Ayushi handled pressure very well for her experience level. She got briefly turned around on the CBO/ABO question mid-interview, but she regrouped and worked through her reasoning clearly enough. Her problem-solving instincts when things go wrong in a campaign follow a sensible sequence, moving through creative performance, audience quality, and landing page setup with a brief mention of tracking infrastructure. She also showed flexibility when asked whether she'd adjust her approach with more budget and time, making clear she's comfortable testing and iterating as data comes in. Her openness around using AI tools for research and her early exploration of automation further reflects a mindset oriented toward growth and finding smarter ways to work.

Areas of growth