Twelve North Co interview command centre

Digital marketing, UX, AI and performance — joined up.

A fast-scan interview page for Andrew Elliott: the evidence, examples and selling points most relevant to a Digital Marketing Specialist role that blends content, UX, AI workflow, campaign optimisation, paid media and measurable growth.

1996 Working in websites, digital content and delivery since the early web.
£2m+ Helped grow a long-term ecommerce client from launch to serious online sales.
600+ Supported WordPress sites in a structured managed-service environment.
AI Using AI carefully to accelerate research, structure, proposals and controlled campaign planning.
01 · The answer spine

The 6 points to keep coming back to.

These are your anchors. Whatever they ask, connect your answer back to one of these.

Opening line

I make digital activity clearer, more joined-up and more commercially useful.

1. Start with knowledge

Understand the client’s offer, customer, competitors, margins, current data, weak points and commercial goal.

2. Spot the signal

Look for clues in search terms, enquiries, page behaviour, campaign data, customer questions and competitor messaging.

3. Create the structure

Turn scattered information into a campaign outline, landing-page journey, content plan, tracking plan and delivery route.

4. Use AI with judgement

Use AI to pull pieces together and speed up planning — but keep control of accuracy, brand voice and commercial logic.

5. Present it clearly

Create proposal and plan pages that help clients understand what needs doing, why it matters and what happens next.

6. Work through it systematically

Launch, track, test, improve and review. Not random changes — controlled actions tied to business outcomes.

02 · Match to the job spec

What they need — and where your evidence fits.

Twelve North want creative content, UX thinking, AI-assisted production, paid media, automation, campaign optimisation and commercial measurement. Use these as direct role-match points.

01

Content, UX & experience design

You can talk about pages as journeys, not decoration.

  • Landing page structure
  • Conversion-focused copy
  • Clear CTAs and proof
  • Mobile-first page flow
02

AI-assisted campaign planning

You can use AI to organise thinking without handing over judgement.

  • Client data and competitor research
  • Proposal and plan structure
  • Campaign outlines
  • Quality control and refinement
03

Campaign strategy & optimisation

You understand campaign fit: audience, offer, page, tracking and improvement.

  • Search intent mapping
  • Landing page testing
  • Messaging refinement
  • Marginal gains mindset
04

Paid media & Shopping

You understand that Ads performance depends on campaign setup, search intent, product data, landing pages and tracking.

  • Google Ads oversight
  • Google Shopping / Merchant Centre
  • Feed and product-page alignment
  • Wasted spend reduction
05

Data, KPIs & commercial awareness

Your strength is turning evidence into better decisions.

  • GA4 and Search Console
  • Lead quality review
  • Product margin thinking
  • Performance reporting
06

Collaboration & presentation

You can turn complex plans into clear client-facing pages and practical task lists.

  • Plain-English communication
  • Proposal pages
  • Briefs and sign-off
  • Systematic delivery
03 · Evidence bank

Numbered examples to use in the interview.

Each example gives you the client context, the point to make, and the role relevance. Use these when they ask for evidence.

01
Long-term ecommerce growth

Nobis Furniture

Strong example for commercial thinking, ecommerce journeys, Google Shopping support, email, SEO, product structure and continuous optimisation.

Headline proof Grew from launch to £2m+ annual turnover.
Role fit Conversion, ecommerce, Google Shopping, content, UX and campaign alignment.
Interview angle “I understand how paid traffic, product data and ecommerce journeys have to work together.”

Selling points

  • Improved product journeys, category structure and presentation.
  • Supported Google Shopping readiness and product-page relevance.
  • Connected product data, WooCommerce structure, copy, pricing clarity and conversion paths.
  • Focused on practical commercial outcomes, not just design changes.

Use this when asked about

  • Google Shopping and ecommerce growth.
  • Product feed and landing-page alignment.
  • Commercial awareness and ROI.
  • Continuous improvement over time.
02
Agency / recognised brands

i3MEDIA / Hearst Publishing

Useful for brand-sensitive delivery, campaign deadlines, stakeholder management and work connected to recognised names.

Names to mention Hearst Publishing, Polo Ralph Lauren, Ideal Home Show.
Role fit Brand consistency, campaign delivery and sign-off.
Interview angle “I know what it means to protect brand quality.”

Selling points

  • Worked in an agency setting where accuracy, timing and presentation mattered.
  • Coordinated between clients, creatives and technical delivery.
  • Balanced brand expectations with practical delivery constraints.
  • Good evidence for calm, client-facing project management.

Use this when asked about

  • Brand voice and consistency.
  • Campaign delivery under pressure.
  • Stakeholder management.
  • Working with recognised clients.
03
Digital operations / campaign support

Cardell Media

Strong example for managed digital operations, campaign oversight, website reliability, landing-page checks, tracking and paid-search support.

Headline proof Supported and stabilised 600+ WordPress sites.
Role fit Workflow, QA, campaign support, Ads/Shopping alignment and tracking.
Interview angle “I understand how campaign performance depends on the website actually working properly.”

Selling points

  • Supported a large portfolio of WordPress sites in a structured managed-service environment.
  • Helped oversee and support Google campaign activity where landing pages, tracking, forms and conversion routes had to line up.
  • Checked campaign landing pages, enquiry forms, product pages and conversion paths when performance or tracking issues appeared.
  • Helped troubleshoot issues where Ads, Shopping, websites, product data, redirects or enquiry forms were not working together.
  • Worked with controlled workflows, testing, QA and post-change checks before and after site updates.

Use this when asked about

  • Google Ads support and campaign hygiene.
  • Landing-page QA and conversion route checks.
  • Shopping / ecommerce support where product pages and feeds matter.
  • Tracking, forms and post-launch testing.
  • Managing many moving parts without losing control.
04
Owner-led Ads / Shopping / ecommerce

ACTISmedia

Your broadest example: running and overseeing Google Ads, Shopping, ecommerce, content, SEO, client communication, reporting and campaign improvement.

Headline proof Owner-led digital delivery since 2013.
Role fit Google Ads, Shopping, ecommerce journeys, campaign planning and reporting.
Interview angle “I’ve had to understand whether paid traffic, product data, landing pages and tracking are actually working together.”

Selling points

  • Ran and oversaw Google Ads activity for small-to-medium businesses.
  • Worked with ecommerce campaigns where Shopping feed quality, product titles, categories, product pages and checkout journeys mattered.
  • Connected WooCommerce product structure, Merchant Centre-style feed requirements, product copy, VAT/pricing clarity and conversion paths.
  • Reviewed wasted spend, search terms, landing-page fit, product performance and enquiry/sales quality.
  • Explained paid media and ecommerce performance to clients in plain English, turning data into practical improvement tasks.

Use this when asked about

  • Running or overseeing Google Ads campaigns.
  • Google Shopping and Merchant Centre readiness.
  • Product feed, product-page and campaign alignment.
  • Performance reviews and client reporting.
  • Turning strategy into hands-on actions.
05
Paid search / landing pages

Just Journey

Strong example for local audience targeting, landing-page relevance, paid traffic, experiments, form conversion and campaign learning.

Context Travel campaigns with audience and offer-specific landing pages.
Role fit Google Ads, landing pages, targeting and conversion.
Interview angle “The ad and landing page must feel like one journey.”

Selling points

  • Built campaign-specific landing pages for clearer message match.
  • Considered audience, geography, search intent and enquiry quality.
  • Used testing and campaign data to refine direction.
  • Focused on removing friction between click, page and enquiry.

Use this when asked about

  • PPC and landing-page optimisation.
  • Audience segmentation.
  • Campaign testing.
  • Lead generation.
06
B2B technical marketing

BTL Industrial

Excellent for showing how you make technical B2B services clearer, more searchable and more enquiry-focused.

Context Industrial services, technical decision-makers and search-led enquiries.
Role fit B2B demand generation, content and customer intent.
Interview angle “Good B2B marketing reduces confusion and builds confidence.”

Selling points

  • Created clearer service pages for technical buying journeys.
  • Translated operational detail into plain-language customer benefits.
  • Thought about how users search when they only know part of the problem.
  • Focused on trust, credibility, proof and next-step clarity.

Use this when asked about

  • B2B content creation.
  • Demand generation.
  • SEO and search intent.
  • Turning complex information into useful pages.
07
Proposal / plan / delivery system

BTL Gearbox Campaign Plan

A strong example of how you gather knowledge, organise research, build a proposal, present the thinking, and then work through the plan systematically.

Headline proof Created a structured B2B campaign proposal and rollout plan.
Role fit Campaign planning, search intent, AI-assisted structure, client presentation.
Interview angle “I can turn scattered information into a practical marketing plan.”

Selling points

  • Started with knowledge gathering: client offer, service detail, competitors, audience and buyer intent.
  • Used AI carefully to pull research, notes and ideas into a clear outline, proposal and plan page.
  • Created a client-facing explanation of what to do, why it matters and how it should be delivered.
  • Built a systematic route: landing pages, Google Ads, tracking, local page structure and optimisation rhythm.
  • Applied judgement by avoiding unsupported claims and keeping the plan commercially realistic.

Use this when asked about

  • AI-assisted marketing planning.
  • Creating proposals and presenting to clients.
  • B2B lead generation.
  • Search intent and competitor research.
  • Turning strategy into practical tasks.
  • Working systematically after approval.
View proposal page → View first campaign plan →
08
Public / charity / trust

Age UK / Church of England / Gedling

Useful for proving maturity, stakeholder sensitivity, training, accessibility awareness and plain-English delivery.

Context Multi-stakeholder organisations where clarity matters.
Role fit Communication, UX, content structure and training.
Interview angle “I can work with people who are not digital specialists.”

Selling points

  • Delivered clear website structures for varied audiences and stakeholders.
  • Provided training and support so teams could manage content confidently.
  • Balanced usability, trust, sensitivity and organisational needs.
  • Explained digital decisions in a calm, practical way.

Use this when asked about

  • Cross-functional collaboration.
  • Mentoring or supporting others.
  • Stakeholder management.
  • Accessible, plain-language content.
04 · Ready-made answer routes

Answer routes with practical “how to” popups.

Use the visible card for the short answer. Click the button for the deeper practical detail: tools, checks, tests and examples.

“Tell us about your digital marketing experience.”

“My experience sits across websites, ecommerce, content, SEO, Google Ads, Shopping support, landing pages, analytics and customer journeys. The value I bring is connecting those parts so the campaign does not sit separately from the page, the message, the product data, the tracking or the commercial outcome.”

Use these examples
  • Nobis Furniture for ecommerce and Google Shopping growth.
  • ACTISmedia for running and overseeing Ads/Shopping activity.
  • BTL Gearbox Plan for proposal, planning and systematic campaign delivery.

“How would you improve campaign performance?”

“I’d start by finding the weak point in the journey: audience, message, advert, landing page, product feed, proof, CTA, form, checkout, follow-up or tracking. Then I’d prioritise the fixes most likely to improve conversion or reduce wasted spend.”

What to say you would check
  • GA4 landing pages, conversion events and drop-off.
  • Google Ads search terms, match types and wasted spend.
  • Merchant Centre, product titles, Shopping feed quality and product performance.

“How do you use AI in marketing?”

“I use AI as a planning and production accelerator. I still start with client knowledge, competitor research and commercial judgement. AI helps me pull pieces together into outlines, proposals, content structures and campaign plans — but I check, refine and present the final thinking.”

Frame it properly
  • AI helps organise and accelerate thinking.
  • Human judgement checks accuracy, tone and commercial logic.
  • BTL Gearbox Plan is the proof example.

“How would you create a campaign plan from scratch?”

“I’d start by gathering the knowledge: the client’s actual offer, audience, competitors, existing data and current gaps. Then I’d create a structured outline, turn it into a proposal or plan page, present the logic clearly, and work through it in a controlled order.”

Best example
  • BTL Gearbox Plan: research, proposal, landing-page structure, Ads, tracking and optimisation.
  • Shows you can think, present and deliver.

“What makes you different?”

“I’m not coming in as someone who only knows one channel. I understand the wider digital system: page structure, content, UX, SEO, paid traffic, Shopping, ecommerce, analytics, client communication and delivery.”

Core phrase
  • “I can step back and see the strategy, then get close enough to improve the detail.”
  • Use “whole journey” and “small changes that compound”.

“How do you measure success?”

“It depends on the campaign objective, but I’d want KPIs that connect to the business: qualified leads, conversion rate, cost per lead, revenue, ROAS, assisted conversions, engagement quality and whether the journey is attracting the right people.”

Useful metrics
  • CPA, conversion rate, ROAS, qualified leads, revenue.
  • Landing page engagement and key event rate.
  • Actual lead quality from CRM, sales feedback or ecommerce performance.

“Can you work with or mentor a Campaign Executive?”

“Yes. I enjoy helping people understand the why behind the task. I’d support with clear briefs, examples, checklists, QA, content standards and feedback that helps them improve rather than just correcting the output.”

Practical actions
  • Create clear briefs and campaign checklists.
  • Review copy, landing pages, Ads, Shopping basics and reporting calmly.
  • Help them understand judgement, not just tasks.
05 · Practical campaign playbooks

Actual campaign examples you can talk through.

These show what you could actually do on real marketing campaigns: research, plan, present, build, track and optimise.

01 Proposal to delivery

B2B campaign planning system

Example angle: BTL Gearbox proposal and rollout plan.

  • Gather knowledge from the client, website, data and competitors.
  • Create an outline: audience, intent, pages, Ads, tracking and tasks.
  • Use AI to pull research and notes into a clearer proposal structure.
  • Present the plan to the client, then work through it systematically.
02 Google Shopping

Ecommerce Shopping campaign

Example angle: Nobis Furniture / product and category performance.

  • Check product titles, categories, descriptions, GTINs and attributes.
  • Review Merchant Centre issues, disapprovals and feed quality.
  • Compare high-spend products against conversion rate and ROAS.
  • Improve product pages so paid traffic lands on pages that convert.
03 B2B lead generation

Technical service campaign

Example angle: BTL Industrial / gearbox repairs / plant reliability.

  • Build page around buyer problems: downtime, failure, urgent repair.
  • Turn technical notes into plain-English service sections.
  • Create sections for symptoms, process, turnaround, sectors and proof.
  • Track form submissions, phone clicks, email clicks and quote requests.
04 Landing page conversion

Paid search landing page

Example angle: Just Journey / destination-specific enquiry pages.

  • Match ad promise to page headline and first-screen message.
  • Add reassurance, testimonials, expertise and clear next step.
  • Reduce form friction and add phone option.
  • Test headline, CTA, proof block and form length.
05 Google Ads sprint

Waste reduction sprint

Use this when asked how you would optimise spend.

  • Review search terms and add negative keywords.
  • Check match types, CTR, CPC, CPA and conversion rate.
  • Compare ad copy to landing-page relevance.
  • Shift budget from weak intent to stronger converting themes.
06 Reporting loop

Monthly optimisation rhythm

Show them you can manage improvement, not just launch activity.

  • Review traffic by channel, spend and conversion cost.
  • Compare landing pages by engagement and conversion.
  • Check lead quality, ecommerce sales and Shopping performance.
  • Keep an action log: change, reason, result, next test.
06 · Closing pitch

Why I think I fit Twelve North.

I bring a practical mix of marketing judgement, website experience, content thinking, UX awareness, paid media understanding, Shopping/ecommerce awareness, data interpretation, AI curiosity and delivery discipline.

I am not coming in cold to digital. I have lived with websites and campaigns long enough to know that performance usually improves when the small things are joined up properly.

Final lines to use

  • I can help turn ideas into pages, campaigns, content and workflows that actually ship.
  • I understand the commercial pressure behind digital marketing, not just the creative output.
  • I understand how Google Ads, Shopping, product data, landing pages and tracking need to work together.
  • I can use AI carefully to speed up planning, proposals and content structure, while keeping human judgement in control.
  • I think my maturity, calmness and breadth would be useful in a growing agency environment.
Print tip: before the interview, pick 3 core examples to keep coming back to: BTL Gearbox Plan, ACTISmedia/Nobis Shopping work and Just Journey landing pages.