114: Mauro Figueiredo: Interview tips for finding martech talent and the risks of adopting AI as a learning substitute

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Mauro Figueiredo, a global Digital Transformation and MarTech leader (and Innovator).

Summary: Mauro walked us through his blueprint for building multifaceted teams equipped with technical, emotional, and strategic competencies. We emphasized the significance of identifying martech talent through self-awareness and curiosity, and how these traits play a crucial role in navigating the integration of martech with analytics and AI. We also focused on leveraging AI in marketing and the dangerous messaging of Co-Pilot’s Superbowl ad. By fostering a culture of continuous learning and cross-functional collaboration, marketers can unlock new opportunities in AI and ensure their strategies align with business goals for impactful outcomes.

About Mauro

• Mauro spent the first 6 years of his career focusing on CRM and marketing automation for various gambling and casino companies across the UK and Malta
• He worked as a Senior CRM Manager at Sony Computer Entertainment focused on growing PlayStation game launches including Uncharted 4, Playstation VR and several live events
• He later had short advisory stints at a business aviation company and a booking marketplace startup
• He then joined Europe’s largest gaming publisher – Gameforge as their Head of CRM where he led multichannel campaigns that spanned across 400M+ users
• He then made the mage move to JPMorgan Chase as Executive Director of CRM where he built the CRM department from the ground up
• Most recently he’s moved to APAC Vietnam to be Director of Martech and Center of Excellence at a regional financial institution

A Blueprint for Building Effective Martech Teams

When constructing a Martech team, the approach should be tailored, recognizing that the company's size and the team's maturity significantly influence the team's structure and dynamics. Mauro's method begins with a clear understanding of the project's scope, the technologies required to address the business challenge, and the delivery of tangible business value. Identifying the necessary hard skills is just the initial step; the blend of technological prowess and customer-centric focus forms the foundation of a capable team.

Equally crucial to hard skills, however, is the team members' attitude and characteristics. Mauro emphasizes the importance of adaptability and resilience, qualities that enable team members to navigate through the inevitable changes in project scope, technology, and industry trends. The ability to shift modes from discovery to definition and then to implementation, all while remaining open to adjustments, is essential. This flexibility is not just about coping with changes but thriving amidst them, ensuring the team's effectiveness and the project's success.

The journey from the inception of a Martech project to its completion involves various phases, each demanding a different mindset and set of capabilities. The selection of team members who possess a well-rounded skill set, blending technical knowledge with a customer and experience obsession, is vital. Moreover, prioritizing soft skills and personality traits such as resilience and adaptability ensures the team can withstand and adapt to unforeseen challenges.

Key takeaway: Building a winning Martech team requires more than just technical expertise. Invest in cross-training within your Martech team to ensure every member can handle multiple aspects of projects. This not only enhances team flexibility but also prepares each marketer for future roles in an ever-changing landscape.

Interview Tips for Identifying Future Martech Stars

Spotting the next Martech superstar hinges not just on evaluating their resume but on assessing their emotional intelligence (EQ) and problem-solving capabilities. Mauro shares that beyond the standard assessment of a candidate's career achievements, he delves into how they've navigated specific situations, tasks, actions, and results, adhering to the STAR model. This method uncovers not just what the candidate has done but how they've approached challenges and contributed to their team's success.

After vetting a candidate's professional skills and understanding their career trajectory, Mauro shifts the focus towards EQ. He employs a unique set of questions designed to reveal how candidates perceive themselves and how they believe others perceive them. Asking candidates to describe themselves in four words and then to reflect on how their friends might describe them serves a dual purpose. It not only provides insights into the candidate's self-awareness but also opens a window into their personality and motivations.

This approach to interviewing goes beyond traditional methods, allowing leaders to gain a deeper understanding of a candidate's interpersonal skills and how they relate to others. Such questions can surprise candidates, prompting them to think more deeply about themselves and how they interact with the world around them. The disparity, or lack thereof, between self-perception and external perception can be telling, revealing traits that are crucial for roles requiring high levels of collaboration and adaptability.

Mauro's method exemplifies a comprehensive approach to identifying potential team members who are not just technically proficient but also emotionally intelligent and adept at navigating complex social dynamics. This balanced assessment strategy ensures that the Martech stars of the future are well-rounded individuals capable of contributing to a team's success on multiple levels.

Key takeaway: Enhance your interview readiness by preparing to showcase not only your technical skills and professional achievements but also your emotional intelligence and self-awareness. Reflect on how you've tackled past challenges using the STAR method and consider how you perceive yourself versus how others might see you. This preparation can set you apart in interviews, demonstrating your depth as a candidate and your potential as a future Martech leader.

Valuing Curiosity in Martech Recruitment

Curiosity is a fundamental trait for anyone in marketing. Mauro sheds light on its importance, emphasizing the ability to anticipate, inquire, and delve deeper into the unknowns is what sets apart the outstanding from the ordinary.

Demonstrating curiosity during the hiring process can significantly impact a candidate's appeal. Mauro suggests going the extra mile by researching the company beyond the surface-level information available online. Engaging with employees or connections related to the company can provide deeper insights and demonstrate a genuine interest in the role and the organization. This proactive approach signals to the interviewer that the candidate is insightful, eager to learn, and prepared to engage with the team and its objectives on a profound level.

Asking thoughtful and unconventional questions during an interview is another method to exhibit curiosity. It's not just about the questions themselves but the thought process that led to them. This indicates a candidate's ability to think critically and their desire to understand the rationale behind decisions and strategies. Such interactions reveal a person's inclination to explore and expand their knowledge base, crucial in a field where adaptation and innovation are key.

Curiosity is the engine of personal and professional development, prompting individuals to question, learn, and innovate continuously.

Key takeaway: Encourage and demonstrate curiosity by researching extensively, connecting with company insiders, and asking insightful questions during interviews. The goal is to showcase your proactive approach to learning and adapting. This trait not only enhances your a...