This question probes the candidate's ability to build a compelling investment case, a critical skill for marketing leaders driving growth. General research on marketing interviews highlights that employers want leaders who can proactively seek resources backed by data, not just manage given budgets.
Clearly articulate the opportunity, the evidence (ROI), and a risk-mitigated approach. Show how you considered alternative funding sources and how you would track success. Use concrete numbers from your example.
Situation
At a digital marketing agency, I noticed our Facebook Ads campaign had a consistent 5:1 ROAS but was hitting budget caps, so I wanted to double the spend.
Task
I needed to convince the client and our finance team to allocate an extra ₱500k mid-month without disrupting other campaigns.
Action
I compiled a two-week performance dashboard showing linear ROAS even as spend increased, plus a regression analysis indicating diminishing returns would start at 3x current spend. I presented a 'test-and-scale' proposal: release half the additional budget immediately, and if the ROAS held above 4:1 after one week, release the rest. I also offered to pause a lower-performing LinkedIn campaign to partially fund the increase.
Result
The proposal was accepted. We scaled spend by 80% and sustained a 4.5:1 ROAS for the next month, generating an extra ₱1.8M in attributable revenue.
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