Use data to decide where and when to show up. Use creativity to decide what to say. Testing connects the two.
Look for a healthy balance: using data to inform targeting, timing, and channel selection, while giving creative teams room to experiment. Best candidates describe how they set up creative testing frameworks (headline testing, visual A/B tests) that honour both data rigour and creative exploration.
Reveals marketing philosophy. Pure data marketers produce forgettable work. Pure creative marketers waste budget. The best candidates integrate both approaches seamlessly.