"I usually begin with business goals, then map out where our audience engages most, search, social, email, etc. From there, I build a channel plan that defines content, messaging and KPIs for each funnel stage. For example, I once combined paid search with organic content and retargeting ads to nurture leads, which increased conversions by 30%."

"Our e-commerce team struggled with a holiday campaign due to creative delays and vendor issues. I quickly restructured timelines and shifted ad spend to higher-performing channels. I also increased check-ins with the design team and clarified deliverables. We still launched on time and exceeded our revenue target by 18%."

"I rank initiatives by impact and urgency. If we’re tight on budget or staff, I focus on channels with proven ROI. I also loop in cross-functional partners to ensure alignment on priorities. One quarter, I paused a rebrand initiative in favour of scaling a high-performing lead gen campaign, which brought in 2x more leads than forecast."  

"I typically start with last quarter’s performance data and adjust based on trends or upcoming launches. For example, if paid social has strong ROAS but CPCs are rising, I might shift spending toward organic search or remarketing. I also leave room for A/B testing new channels."  

"I track both team and individual goals, such as CTRs, lead volume or content delivery timelines. I also run quarterly reviews and encourage team retrospectives after each campaign. This strategy helps us stay transparent about what works and needs to change."  

"I proposed shifting part of our budget to TikTok ads, but leadership was skeptical. I gathered industry benchmarks, ran a two-week test and shared early performance data. The test drove strong engagement at a low cost per view, and I secured full buy-in to expand the campaign."  

"I follow newsletters like Marketing Brew, attend digital conferences and run small-scale tests before fully adopting a trend. For instance, I recently tested AI-generated ad copy to streamline our workflow. After confirming it matched performance standards, we began using it for low-risk campaigns."  

"I focus on KPIs that tie directly to revenue or customer acquisition, such as ROAS, cost-per-lead and conversion rates. I also contextualize results with visuals and highlight key takeaways or suggested next steps. Clear, actionable reporting keeps leadership engaged and informed."  

"If someone isn’t meeting expectations, I start with a one-to-one to understand their challenges. I offer specific, measurable goals and schedule a follow-up. With vendors, I hold regular performance reviews and include SLAs in our contracts. I’ve offboarded agencies when needed but usually prefer to troubleshoot first."  

"I’d start with an audit of your website and key traffic sources. From a quick review, your blog appears underutilized, and I didn’t see any retargeting ads. I’d suggest developing more content aligned with high-intent keywords and implementing email nurture flows to re-engage site visitors."