Technical abilities

• Technical proficiency & platform knowledge [8.5/10]: Sanchita has strong hands-on experience with email marketing platforms and understands the mechanics of building flows, segments, and automations. She walked through a sensible post-purchase flow structure with appropriate timing (immediate confirmation, 3 days post-delivery, 15 days for review) and showed awareness of operational efficiency by suggesting category-level flows rather than product-specific ones for brands with large SKU counts. Her troubleshooting approach for deliverability issues was practical – she immediately mentioned domain health checks, list cleaning, and DNS configurations like DMARC and TXT records, even sharing real examples like GoDaddy payment failures affecting email domains.

• Strategic thinking & customer lifecycle understanding [9/10]: This is where Sanchita really shines. Her approach to churn prevention showed sophisticated thinking by segmenting at-risk customers by spend level and tailoring win-back strategies accordingly, with the insight that high spenders respond better to loyalty benefits than discounts demonstrating proper understanding of customer psychology. She also showed strong brand awareness by noting that desperate-looking 70%-80% discounts wouldn't work for a luxury brand. In the mini case study, once focused on the right problem, she designed a thoughtful post-purchase sequence using social proof and gradual education to move customers toward subscription, with her reasoning that skincare customers need to experience product efficacy first showing genuine category understanding. When analysing the welcome series metrics, she correctly prioritised maintaining what's working rather than optimising every single metric.

• Channel strategy, prioritisation & SMS expertise [9/10]: Sanchita showed excellent judgement on SMS strategy, refusing to blindly increase frequency without first reviewing analytics and presenting data showing email's significantly higher revenue contribution. Her SMS philosophy is spot on – using it for urgent, time-sensitive, FOMO-creating moments rather than general promotion, which shows she'll advocate for the right strategy rather than just following orders. Her prioritisation logic under pressure was sound and revenue-focused, correctly putting email deliverability first since it affects everything downstream, then prioritising abandoned cart flows because they directly impact revenue from paid advertising spend.

• Retention focus & subscription strategy [8/10]: Sanchita consistently demonstrates revenue-first thinking throughout the interview, always connecting tactics back to business outcomes and understanding that retention happens after the first purchase. In the case study, she correctly diagnosed that missing post-purchase nurture was the biggest gap preventing subscription conversions, and her three-email sequence was psychologically informed, starting with testimonials mentioning long-term use to plant the commitment seed, then collecting reviews whilst casually mentioning subscription adoption rates, and finally explaining practical benefits.

Areas of growth