Recruiting a marketing manager? Watch out for these 5 points

The marketing role has never changed as much as it has in the past decade. Where marketing was once about brand awareness and creative campaigns, today it's intertwined with data analysis, technology and direct revenue responsibility. For HR managers responsible for recruitment in marketing who need to attract a marketing manager, this means the old job descriptions no longer cut it. The question is: which skills and qualities really make the difference now?

The marketing manager: from campaign thinker to growth architect

The traditional marketing manager was mainly busy coming up with campaigns, managing agencies and guarding the brand identity. That role still exists, but it has expanded considerably. A good marketing manager today has to oversee the entire playing field: from first click to final conversion, from organic visibility to paying customers, and from lead generation to customer retention. So want to recruit a marketing manager? Then this process changes along with it.

What does this mean in practice? You're looking for someone who can not only tell a great story, but can also translate that story into measurable results. Someone who understands how a Meta campaign works, how to make the most of Google Ads budgets, and who knows when to go organic and when paid makes the difference. But more importantly: someone who understands how all those channels are connected.

1. Data-driven working is no longer a buzzword

The word 'data-driven' has become a cliché by now, but the reality behind it is fundamental. A modern marketing manager has to be comfortable with numbers. Not necessarily as a data analyst, but as someone who can interpret dashboards, recognise patterns and anticipate them.

When you talk to candidates, pay attention to how they talk about previous campaigns. Do they mention concrete figures? Can they explain why a particular approach worked, or didn't? Do they give examples of how they adjusted campaigns based on performance data? These are signs that someone looks beyond the creative concept and really understands what's happening under the bonnet.

At the same time, be wary of candidates who hide behind technical terms. Someone who only talks about CTRs, CPLs and ROAS without being able to put them in context may lack strategic insight. Dig deeper. Ask them to explain why a particular result mattered for those specific campaigns.

2. Smart use of new technology

Recruiting a marketing manager goes hand in hand with all kinds of technology. Think of AI, marketing automation, CRM integrations and programmatic advertising. The technological possibilities in marketing are endless. But a good marketing manager truly sees technology as a means, not an end. What matters is that someone can pick up new tools quickly and judge whether they actually add value.

In job interviews, you can dig into this cleverly: which tools did they use in their previous role? How did they start using them, and what did it deliver? Even more interesting: have they ever rejected a tool or platform? Why? That last question tells you a lot about their critical thinking.

By the way, don't expect an expert in every platform. That person doesn't exist, and if someone claims to master everything, be sceptical. Look instead for someone who is eager to learn, follows new developments and isn't afraid to step outside their comfort zone.

3. Content and creativity remain the foundation

With all the focus on data and technology, don't forget that marketing is about reaching and persuading people. A marketing manager still needs a feel for storytelling, for what moves a target group, and for how to get a message across that sticks.

Want to recruit a marketing manager? Then the trick is to find someone who masters both sides. Someone who can come up with the creative concepts and manage their execution. Someone who can pitch a campaign concept to the board and then write the ad copy that converts themselves.

4. Ask about collaboration

Marketing doesn't stand on its own. A marketing manager works with sales, production, customer service and often external parties too. The best candidates are therefore not soloists, but conductors. They can bring different parties along, manage expectations and communicate results.

In interviews, ask for concrete examples: how did they get sales and marketing better aligned? How did they handle disagreements about budget or strategy? How did they manage an external agency? The answers give you insight into their collaboration skills and maturity.

5. The candidate persona works both ways

As a marketer, you know you need to know a target group well to reach them. The same goes for recruitment. Before you start writing vacancy texts or scheduling interviews: know exactly who you're looking for. What does this person really need to be able to do? What challenges will they face? And perhaps even more important: what makes your organisation attractive to the best marketers in a digital world?

Don't just screen, seduce

The labour market for marketing talent is tight. Good people have options. So make sure you don't just screen, but also win them over. Show the impact they can make, the freedom they'll get, and how your organisation deals with the rapid changes in the field. The future of marketing calls for people who balance creativity and analytical ability, strategy and execution. Find that balance, and you've struck gold.