Email Marketing Manager Test Scenario

Client Scenario

A national client that sells a line of healthy beverages online and in stores is introducing a new product to their portfolio of coffees, kombuchas, teas and coconut waters. The new product is a sparkling, flavored coconut water that is unique to the market.

Their marketing budget for ongoing marketing is $10,000 monthly for initiatives such as SEO, content marketing, social media, in-store digital signage or print, and management of paid campaigns. They also have a development retainer budget of $5000 monthly for website maintenance and the creation of new landing pages, forms, etc., though they are open to increasing this budget for a new project, page or feature on their site.

The client’s target market is health-conscious, educated and aspirational Millennials with enough disposable income for yoga and high-end beverages, but who are also focused on social good and mindfulness.


Create a campaign brief outlining a high-level email strategy that would support the launch of the new product, including all channels you think would be beneficial (automations, utilizing the existing database, generating new contact, newsletters, etc.). Other departments will be executing support campaigns for paid media, design, development and social, so your campaign brief only needs to focus on the email marketing aspect of the new product launch. You can reference how you may use or promote materials created by other departments in your campaigns to encourage engagement, visibility, lead generation or purchase.

Write a sample email that could be used as part of this strategy that captures what you imagine to be the tone of the brand and how it would engage its target market.

Recommend a pre-launch budget and email strategy and a post-launch budget and email strategy. Create a timeline for deliverables. The budget for email marketing will be separate from their normal monthly retainers.

Don’t worry about document formatting for now – what is important is the content and strategy you create. You can use the Internet for research, as well as Word and Excel to create your deliverable.

You have approximately one hour to complete this portion of the interview and will be given time to walk through your campaign brief with your interviewers after completion.