Build the packet a marketing leader needs to recruit a paid-advertising hire: role scoping, interview loop and scorecard, work sample, and a ramp plan with staged spend authority. Scoping comes first: the field's own hiring managers trace mis-hires to it, not to interviewing technique - Duane Brown (Take Some Risk): "Bad hires are the results of bad job descriptions or interviews"; Constant Hire: "a mis-hire is usually a scoping [error]."
Titles blur, but a real functional ladder sits underneath them, each rung adding scope over the one below:
Media buyer: channel execution.
Performance marketer: adds funnel strategy, creative testing, measurement, business outcome.
Growth marketer: the whole system, including conversion and lifecycle.
Creative strategist: a separate role bridging creative and buying, not a senior buyer.
The frame borrows the scorecard tradition popularized by Geoff Smart and Randy Street's
Who
mission, ranked outcomes, then competencies, all defined before anyone is evaluated.
This is the hirer's side only: it does not source candidates, post jobs, run applicant tracking, or write offer letters, and anything touching compensation terms, contracts, or employment law needs HR/legal review. It quotes published salary bands with source and date as scoping input, always labelled directional. The candidate side - breaking into and progressing in paid media - is the mirror-image sibling
mbfinotti/advertising-skills@advertising-career
; if the person you are talking to turns out to be a candidate, route them there.
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