How I Hire
Nov 17, 2020

Aimée Lapic, GoPro's Chief Digital and Marketing Officer


This in-depth discussion offers tangible hiring advice from one of the top CMOs in the country. Because Aimée was hired at GoPro in the beginning of the COVID 19 pandemic, she has a unique take on virtual hiring and remote onboarding.

Lessons learned

  • When hiring a CMO, look for someone who thinks like a GM or a CEO. A successful, modern CMO is 110% customer-centric, understands the value of their team, and knows how to successfully balance creativity with data.
  • Hiring managers shouldn't be afraid to hire people who are "smarter" than them. Understanding a team's existing capabilities and expertise enables leaders to look for candidates who bring something new to the table.
  • Assembling a great marketing team requires a mix of analytical and creative skills -- and each side should have a respect and curiosity for the other.
  • COVID-19 has upended traditional hiring methods. Virtual hiring and onboarding has become a necessity. Interviews matter more than ever and hiring leaders need to be intentional with every single interaction they have. Expectations around candidates have changed too -- they need to be up for remote work and possess the skills to join a team virtually.

Highlights from the conversation:

  • How Aimée’s background has shaped her leadership (3:32)
  • What it takes to be a great CMO (5:09)
  • Her approach to hiring (7:17)
  • Balancing creative and analytical team capabilities (11:22)
  • What she looks for in candidates (12:37)
  • The questions she asks in interviews (14:13)
  • Why positivity is integral to her philosophy (17:41)
  • Her experience being hired virtually (19:48)
  • How being remote has changed her approach (20:49)
  • What Aimée has learned from hiring mistakes (25:36)
  • How company culture and decision-making influence hiring (26:57)