Seeking a Head of Marketing? A guide to making the right hire

Posted on by Ela Iliesi

Many CEOs and CMOs struggle to find the right Head of Marketing, someone who can translate business goals into impactful marketing strategies. Maybe you are tired of marketing efforts that feel like throwing money into a black hole, or spending a fortune on marketing only to bring in unqualified leads your sales teams are waisting their time on.

Maybe the company’s brand message still feels inconsistent and unclear, or the marketing teams are stuck in their old ways, or aren’t even working together, lacking a unified marketing strategy. Or you might be concerned that your team isn’t adapting to the digital landscape, falling behind competitors who are embracing new technologies and strategies.

These are all common pain points for companies, and finding the right Head of Marketing is a crucial step to overcoming them. This article is your guide to making the right hire, one that will help reach your company’s growth potential and not make a costly mistake. Your company’s future might depend on it.

What we’ll cover:

  1. The Stinging Cost of a Bad Marketing Hire
  2. Defining Your Ideal Head of Marketing
  3. Key Skills and Experience: What to Look For (and what to avoid)
  4. The Interview Process: Choosing the True Strategist
  5. Setting Your Head of Marketing Up for Success
  1. The Stinging Cost of a Bad Marketing Hire

A recent study by LinkedIn found that the average cost of replacing an employee can be as high as 2x the employee’s annual salary. For a senior role like Head of Marketing, the impact is even more significant. You’re not just losing money; you’re losing valuable time and momentum.

Think about it: wasted budget, stagnant growth, demoralized teams, and a damaged brand reputation. Are you ready to stop the cycle of costly hiring mistakes? Let’s talk about how to define the ideal person for the job.

  1. Defining Your Ideal Head of Marketing

Before you start interviewing, you need a clear picture of your ideal candidate. “Head of Marketing”, “VP of Marketing”, “Marketing Director”… the variations seem endless, but don’t get caught up in marketing jargon. Focus on what you need.

In most organizations, Head of Marketing represents the top marketing role, as the “Head of” title often implies a focus on leadership and strategy.  

Head of Marketing should be a strategic partner, someone who understands your vision and can translate it into a concrete marketing plan.

  1. Key Skills and Experience: What to Look For (and What to Avoid)

Your Head of Marketing needs a blend of strategic thinking, leadership, communication, and analytical skills.

Key Qualities to Look For:

Strategic thinking – Ability to develop and execute marketing plans that align with business objectives.
Leadership skills – Ability to create, motivate and manage a team.  
Communication skills – Excellent written and verbal communication skills.
Digital marketing expertise – Strong knowledge of SEO, PPC, social media marketing, and other digital channels. Domain Expertise Matters in Marketing Leadership.
Analytical skills – Ability to track and analyze marketing performance metrics.  
Creativity – Ability to develop innovative and engaging marketing campaigns.
Adaptability – Ability to adapt to changing market conditions and trends.

Avoid candidates who are not asking detailed questions about your objectives and audienced, who lack a strategic vision, or can’t demonstrate measurable results.

Look for someone who can develop and execute data-driven marketing – do they just know about Google Ads, or can they identify the costly mistakes in your running campaigns and how to fix them?

Do they just talk about measuring and reporting on marketing ROI, or are they familiar with how GTM tracking errors can impact all the GA measured KPIs?

Do they know what they are talking about or do they just use complicated corporate language in the hopes of giving that impression?

If they can’t explain marketing in simple terms, they don’t understand it well enough.

  1. The Interview Process: Choosing the True Strategist

Look for passion and creativity. If they take the initiative and prepare something for the interview, you can expect that is their modus operandi and you’ll have an engaged and proactive leader.

This kind of initiative demonstrates not only their marketing skills but also their commitment and work ethic. It suggests they’re genuinely interested in the role and have already started thinking strategically about your business.

Go beyond the resume. Use behavioral questions to understand how candidates have handled past challenges. Ask them to present some marketing actions for your company.

Don’t just look for theoretical knowledge; probe for practical experience and results. Ask them about campaigns they’ve led, the challenges they faced, and the outcomes they achieved.

A strong candidate will be able to articulate their thought process, demonstrate data-driven decision-making, and showcase a clear understanding of marketing metrics.

Furthermore, assess their cultural fit. Do their values align with your company’s? Do they seem like someone who would thrive in your work environment? A candidate with the right skills and the right personality will be a valuable asset to your team.

5. Setting Your Head of Marketing Up for Success

Once you’ve found the right person, set them up for success by:

  • Clearly defining their roles and responsibilities.
  • Providing them with the resources they need.
  • Establishing clear communication channels.
  • Setting realistic goals and expectations.
  • Empowering them to make decisions.
  • Investing in their professional development.
  • Providing regular feedback and performance reviews.
  • Recognizing and rewarding their achievements.

A great Head of Marketing is an investment, not an expense. They can drive revenue growth, build brand equity, and position your company for long-term success.

Choose wisely, and reap the rewards.