VP of Marketing Interview Scorecard

Who this scorecard is for

Designed for hiring managers, executive interview panels, and recruiters assessing senior marketing leaders. Useful for tech/company stage-appropriate interviews that require both craft expertise and cross-functional leadership evaluation.

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How to use and calibrate

• Pick the level (Junior, Mid, Senior, or Staff) and adjust anchor examples accordingly.
• Use the quick checklist during the call; fill the rubric within 30 minutes after.
• Or use ZYTHR to transcribe the interview and automatically fill in the scorecard live.
• Run monthly calibration with sample candidate answers to align expectations.
• Average across interviewers; avoid single-signal decisions.

Detailed rubric with anchor behaviors

Marketing Strategy

• 1–2: Cannot articulate a coherent go-to-market plan or links between marketing and business goals.
• 3: Defines a clear annual strategy tied to target segments and measurable company objectives.
• 4: Builds differentiated multi-year strategy with prioritized initiatives and clear trade-offs.
• 5: Creates visionary, adaptable strategy that anticipates market shifts and cascades into team roadmaps.

Demand Generation

• 1–2: Relies on ad-hoc campaigns with no funnel ownership or repeatable processes.
• 3: Delivers predictable pipeline through integrated channels and campaign planning.
• 4: Scales demand with optimized channel mix, cadence, and playbooks for conversion.
• 5: Drives step-change growth via new acquisition engines and scalable repeatable demand programs.

Brand & Positioning

• 1–2: Cannot clearly articulate product positioning or target customer value proposition.
• 3: Defines clear positioning and consistent messaging used across channels.
• 4: Differentiates brand in market, influences product messaging, and drives awareness metrics.
• 5: Establishes category or thought leadership positioning that materially shifts market perception.

Analytics & Measurement

• 1–2: Lacks measurable KPIs or cannot explain outcomes with data.
• 3: Defines and tracks key metrics (pipeline, CAC, LTV) and reports regularly.
• 4: Uses experimentation and attribution models to optimize spend and channels.
• 5: Implements advanced measurement frameworks that reliably predict growth and ROI.

Team Leadership

• 1–2: Poor team structure or high turnover and limited hiring or development practices.
• 3: Builds capable team, hires well, and provides regular feedback and goals.
• 4: Develops leaders, defines clear roles, and improves team productivity and retention.
• 5: Creates high-performing marketing organization with succession, clear career paths, and strong culture of execution.

Cross-functional Partnership

• 1–2: Fails to align with sales, product, or executive teams; causes friction.
• 3: Collaborates with sales and product to align campaigns and GTM execution.
• 4: Proactively coordinates cross-functional plans and resolves conflicts to accelerate launches.
• 5: Influences company strategy, secures stakeholder buy-in, and orchestrates major cross-functional initiatives.

Budget & ROI

• 1–2: Cannot justify spend or track ROI; overspends with little impact.
• 3: Manages budget to meet targets and reallocates based on performance.
• 4: Optimizes spend to improve ROI and presents clear business cases for investments.
• 5: Aligns investment to strategic priorities and consistently demonstrates strong return on marketing spend.

Scoring and weighting

Default weights (adjust per role):

Final score = weighted average across dimensions. Require at least two “4+” signals for Senior+ roles.

Complete Examples

VP of Marketing Scorecard — Great Candidate

VP of Marketing Scorecard — Good Candidate

VP of Marketing Scorecard — No-Fit Candidate

Recruiter FAQs about this scorecard