Decide what you need the manager to change
Write down the business problem first: more qualified leads, a clearer brand, better retention. A manager hired for a vague need is judged on a vague result. Then decide whether you need a specialist, a generalist or a leader of a team.
Write the role and set the pay
Describe the role in outcomes, set a pay range and decide the variable part before you speak to anyone. The marketing manager job description guide shows what to include, and the salary guide explains the components of pay.
Reach people who are not looking at job boards
Strong marketers ask peers and read ratings before they reply to a post. Make your post specific, answer ratings of your company in public and use channels where marketers compare employers. The employer plans cover this, and a recruiter can help for senior searches. See marketing recruiters.
Screen for results, not buzzwords
Ask candidates to walk you through one project from goal to result. Listen for the decisions they made, the trade offs they faced and the numbers they use. Be wary of answers that describe only tools.
Use a short, paid, limited exercise
A small task that takes a couple of hours, based on a real situation, shows how a candidate thinks. Do not ask for a full strategy for free. Candidates notice, and the best ones drop out.
Check references and fit
Speak to people who worked with the candidate. Ask what they would have wanted to know before working together. Make sure the candidate meets the people they will work with, including sales.
Close with a clear offer
Present the offer in writing with the pay, variable terms, scope, budget, notice period and any non compete in plain language. Good candidates will check it, perhaps with a tool such as Offer Check, so clarity helps you.
Plan the first ninety days
Agree the goals for the first month, the first quarter and the first half year. Give access to accounts and data from day one. A new manager who waits weeks for logins loses momentum you paid for.
The cost of getting it wrong
A mistaken hire costs six to twelve months of salary, plus the budget that person managed and the time to start again. Spending extra days on the process is cheap by comparison.