Marketing & Growth Interview

Creative, media and marketing hiring in India usually runs a recruiter or HR screen, a hiring-manager round on your portfolio, clips or campaigns, a role round where a lead critiques your work or gives you a short live brief or assignment review, and a culture or behavioural conversation, spread over one to three weeks. Agencies and brands often add a take-home test or writing sample before the final round; newsrooms add a copy test or on-camera screen test; design teams add a portfolio presentation. ExamPilot compresses this into one 17-minute panel: an HR screen, a hiring-manager round on the one piece of work you are proudest of and what it moved, a role round led by a creative director, editor or senior lead who critiques your work and gives you a brief to think through aloud, a STAR behavioural round and a closing on expectations. Every round is scored on role knowledge, problem solving, communication and attitude, with specific feedback on how well you defended your choices and whether you tied craft to an outcome.

1. 1

   Unit economics

   Take a campaign you ran and explain its CAC, ROAS and payback period with the actual numbers.

   What a strong answer covers

   Define each metric correctly, give the campaign's real spend, customers acquired, revenue and margin, show how you calculated CAC, ROAS and months to payback, and state the attribution window used. End with the decision the numbers led to. Avoid quoting impressive figures you cannot break down when asked.

2. 2

   Positioning

   Who is a premium ₹1,500 per month fitness app for in India, and who is it not for?

   What a strong answer covers

   Define a specific target segment by income, city tier, behaviour and motivation, explain the positioning, and name segments you would avoid and why. Avoid saying it is for everyone interested in fitness.

3. 3

   Attribution

   Your dashboard shows paid social drove most conversions last month, but the sales team says customers come from referrals. How do you find the truth?

   What a strong answer covers

   Explain how last-click attribution can over-credit paid ads that touch people already referred. Cross-check with a how did you hear about us field, referral-code data and cohort comparison, then propose a holdout or geo test to measure true incrementality. Avoid trusting one dashboard blindly or dismissing the sales team's view.

4. 4

   Funnel diagnosis

   Sign-ups are healthy but only ten percent of users complete their first purchase. Where would you look, and what would you test first?

   What a strong answer covers

   Map the funnel, find the biggest drop-off, check user feedback and session data, form hypotheses such as pricing clarity or onboarding friction, and run a prioritised test. Avoid launching discounts without diagnosis.

5. 5

   Research design

   How would you design a survey to understand why users cancel a subscription, and what biases would you watch for?

   What a strong answer covers

   Set a clear objective, survey recent cancellers at the moment of exit plus a follow-up, keep questions neutral, mix closed reasons with one open question, and size the group so segments are readable. Watch for non-response, recall and leading-question bias. Avoid assuming the first reason ticked is the real driver.

6. 6

   Incrementality

   During Diwali, sales went up thirty percent. How would you know how much of that came from your campaign?

   What a strong answer covers

   Separate seasonality from campaign effect: compare with last Diwali and the weeks before, check other promotions and price changes, and ideally use a holdout region or audience that did not see the campaign to estimate incremental lift. Avoid crediting the whole thirty percent to the campaign or ignoring the post-festival dip.

7. 7

   Brand management

   As a brand manager, how would you reposition a traditional hair-oil brand for college students?

   What a strong answer covers

   Start with research on what students think of hair oiling, find a credible benefit and occasion, then refresh pack, format and tone, choose channels such as campus influencers and quick commerce, and test in a few cities. Protect the loyal older base with continued core messaging. Avoid alienating existing buyers to chase a trend.

8. 8

   Behavioural

   Describe a campaign that failed. What did the data tell you, and what did you change?

   What a strong answer covers

   A STAR answer: the objective and target, what the results showed against it, how you analysed the cause through creative, audience, offer or landing-page data, and the specific change you applied in the next campaign with its outcome. Avoid blaming budget, the platform algorithm or the agency without showing your own learning.

9. 9

   Cross-team conflict

   Sales says marketing leads are poor quality; marketing says sales does not follow up. How would you resolve this?

   What a strong answer covers

   Bring both teams to agree a written lead definition and qualification criteria, track lead source against follow-up time and conversion, review a shared dashboard weekly and set a feedback loop on rejected leads. Show you value both views. Avoid taking sides without data or adding more leads to fix a quality problem.

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