What skills do product marketing leaders look for in potential candidates, especially at mid to senior levels?

I test candidates on whether they can understand their audience and tailor their message accordingly, starting with the very first interview question. One simple test I use is how candidates handle the first question almost everybody gets in an interview: "Tell me about yourself." I'm buying something, and you are selling something, and 9 times out of 10 people answer with a harbor cruise of irrelevant information. The people who crush it often stop me and ask a few questions first: "I just have ...Read More

I look for structured thinkers who have an approach to solving problems while maintaining flexibility to adapt when needed. When hiring mid to senior level people, I look for structured thinkers who have a clear approach to solving problems. Do you have a way you think about things? It doesn't mean you're rigid - but when faced with a positioning or messaging problem, can you diagnose what the issues are and have an approach for solving them? I also look for balance - knowing when to change what ...Read More

I look for candidates who can form a clear point of view, communicate it effectively, and influence others with it. I look for someone who can have a point of view, clearly communicate that point of view, and influence others with that point of view - that's what will set them up for success as a product marketer. In interviews, I assess whether they can do this by asking about challenging projects. I'll ask "Tell me your most challenging project" to understand what made it difficult, then follo ...Read More

For leadership roles, I look for people who have made tough decisions and can build high-performing teams. When hiring for a leadership role with people reporting to them, I'm looking for folks who have done the hard thing in teams - either turned someone around or showed them a different way. The market is getting harder, the bar is being raised every day, and we're all being pushed to perform at higher levels in competitive companies and tough industries. I want to know: are you someone who ca ...Read More