Sample Answer
Situation: At my previous company, our flagship product’s paid search and social campaigns had seen a 25% drop in conversions over two consecutive quarters. Task: I was asked to diagnose the issue and get us back to at least prior performance within one quarter. Action: I ran a funnel analysis by channel and audience, and found our CPA on Facebook had increased 40% while our landing page conversion rate dropped from 5.2% to 3.1%. I led A/B tests on new creative and refreshed messaging focused on a clearer value proposition, and partnered with UX to simplify the landing page form from 9 to 5 fields. I also reallocated 20% of budget from underperforming broad keywords to high-intent, long-tail terms and implemented dayparting based on historical ROAS. Result: Within 10 weeks, overall conversion volume increased 32%, CPA decreased 22%, and ROAS improved from 2.8 to 3.6. The landing page conversion rate rose to 5.8%, surpassing the original benchmark, and the product line exceeded its quarterly revenue target by 15%.
Keywords
Walk me through a recent multi-channel digital marketing campaign you managed end-to-end. How did you set objectives, choose channels, allocate budget, and measure success?
In your resume you note improving or optimizing [a process, KPI, or metric]. What specific baseline metrics did you start from, what steps did you personally take, and how did you verify that the improvement was due to your changes rather than external factors?
Based on your hydrology and irrigation engineering background, explain how you would estimate the irrigation water requirement for a kharif crop in a semi-arid region of Gujarat. Walk me through each step: from reference evapotranspiration estimation, crop coefficient selection, effective rainfall calculation, to arriving at canal discharge for a given command area.
In your civil engineering studies, what specific design coursework or project work did you complete related to irrigation channels or canals (e.g., design of lined/unlined canals, distributaries, minors)? Describe one such design in detail, including how you determined discharge, permissible velocity, section dimensions, and lining choice for Gujarat-type soil and climate conditions.
On your resume you mention working on a cross-functional project (e.g., involving multiple teams or stakeholders). Describe a situation from that project where priorities conflicted—how did you navigate the trade-offs and what was the final outcome?