Hiring for senior marketing roles is rarely about finding someone who can simply execute campaigns. The real value comes from strategic marketers who can align their work to business objectives, anticipate shifts in market conditions, and lead growth with intention.
But here's the challenge: strategic marketers often look similar on paper to tactical ones. The titles are the same. The buzzwords are the same. The difference comes down to how they think, communicate, and contribute at a business level.
At SustainRecruit, we support companies across Sydney and Melbourne to hire marketing leaders who do more than deliver—they direct. Here's how to identify that difference in your next hire.
Look Beyond Task Lists
Tactical marketers often list tools, channels, and deliverables: campaigns executed, platforms used, and KPIs met. While that’s important, it doesn't tell you how they approached the work or what decisions they influenced.
Strategic marketers speak in terms of outcomes, not just outputs. They connect marketing activity to wider commercial goals. They understand customer lifecycles, competitive positioning, and how to prioritise marketing investments in alignment with business objectives.
When reviewing a CV or portfolio, ask yourself: Are they listing what they did, or explaining why they did it?
Pay Attention to Language in Interviews
You can learn a lot from how a candidate talks about their experience. Strategic marketers use language that reflects ownership, foresight, and alignment. They reference collaboration with leadership, influence on direction, and examples of navigating ambiguity.
Instead of “I ran paid campaigns to boost sign-ups,” they might say, “We identified a drop-off in conversions post-signup and reallocated budget toward retention. This aligned with our broader shift from acquisition to lifetime value.”
They describe problems, decisions, trade-offs, and learning. They sound like a partner to the business, not just a technician.
Ask the Right Questions
One of the most effective ways to separate strategic from tactical thinking is to shift your interview questions from tasks to decision-making.
Instead of asking what campaigns they ran, ask:
- How did you determine priorities across marketing channels?
- What trade-offs did you have to make with budget or resources?
- How did marketing contribute to wider business goals in your last role?
Strategic marketers light up when asked about context and impact. They enjoy discussing the "why" and not just the "how."
Evaluate the Breadth of Their Thinking
Strategic marketers rarely operate in silos. They collaborate with product, sales, finance, and customer success. They understand how marketing fits into the bigger picture and can speak confidently about cross-functional dynamics.
Look for evidence that they’ve contributed beyond their lane. This might include leading a go-to-market strategy, advising on product-market fit, or supporting board-level reporting.
Even in a mid-level role, you can spot strategic depth when someone has consistently sought out opportunities to influence and connect their work to the company’s growth.
Think About What You Actually Need
It’s easy to fall into the trap of hiring for execution when what you actually need is direction. This is especially common in newly created roles or first-time marketing hires. You may think you want someone who can "get things done," but what your business really needs is someone who can prioritise, build the plan, and advise the leadership team.
In this case, a candidate who asks questions, challenges assumptions, and brings new thinking to the table will be far more valuable than someone who simply nods and delivers.
Final Thought
Hiring a strategic marketer is not just about experience level or years in the role. It’s about mindset, communication, and commercial acumen. Strategic marketers lead conversations, shape decisions, and elevate your entire marketing function.
If your business is growing, evolving, or repositioning, these are the marketers who will help you navigate that change. They bring more than execution. They bring clarity.
Ready to Hire Marketing Talent That Thinks Ahead?
At SustainRecruit, we help companies across Sydney and Melbourne hire senior marketers who think strategically, act decisively, and deliver commercial results.
Whether you're hiring your first Head of Marketing or growing an existing team, we’ll help you find the right fit—someone who can lead, not just launch.
To discuss your next hire, contact:
Alex Cytowska, Senior Consultant – supporting brands across all marketing disciplines
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alex@sustainrecruit.com
Helly Reeds, Senior Consultant – partnering with creative agencies to source exceptional marketing talent
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helly@sustainrecruit.com
