> 11) When you interview give a 10min exercise before to discuss and cover up real-time actual skills. E.g. show them some relevant to role campaign materials (e.g. landing pages/EDM's) and ask them how they would improve.
Be very careful to keep an open mind when judging this one! If you are a non-marketer trying to hire a Director of Marketing, you are not going to be able to answer this question better than a qualified candidate. If their answer seems wrong to you, be sure to dig into their reasoning, past experiences, etc. to see why they answered the way they did.
If they omitted something that you thought was important, it's probably worth saying, "What about that big, ugly, magenta call-to-action button? Shouldn't it be green and fit with the rest of the design, perhaps?" You might be wrong! At least give them a chance to say, "I noticed that (how could I not?), but I've been surprised in several A/B campaigns to find that call-to-action buttons that stand out trump aesthetics in terms of conversion rates. If the design team wants to change it, I would certainly work with them to come up with a solution that looks good and converts. Otherwise, I have much more certainty that initiatives X, Y, and Z will have a real, measurable impact on discoverability and conversion."
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Secondly:
> 5) Avoid anyone that shows narcissistic tendency or is generally 'me' focused.
I totally agree here (but I'm biased because my spouse is not at all a narcissist). Be sure that your hiring process doesn't select against these people! If you're hiring for qualities like (over-)confidence, where you favor candidates who seem certain of themselves, you're doing it wrong.
In general, before writing off a candidate, try to dig into what you perceive to be their weaknesses. They may be stronger than you think in those areas. Again, if you think they're wrong about something, investigate that, too, as you may be the one who is wrong.
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Thirdly and finally, do NOT make the mistake of selecting for familiarity with your market. This is akin to hiring a senior developer based on what technologies they know. It is the job of a marketer to dive into a market with little-to-no prior knowledge and understand it quickly. A good marketer will join all the relevant forums, follow influencers on social media, etc. and understand your market better than you do within a few weeks.
If you see a marketing candidate with experience in several sectors, none of which include your own, that's an excellent sign, not a negative one.
Good luck!