My agency put me in touch with Elite's HR for the first phone interview. Mostly an information exchange conversation— info about Elite SEM's business and culture, and then me explaining what I do and how I do it (design and web development). Second phone interview was with the CRO manager, who was basically heading up a whole new division of the company. This conversation was mostly about how the CRO division could benefit from having in-house creative services. Third phone interview was with the VP, who was a little tougher with the questions. I was caught off guard a bit because the first two rounds had been so warm and friendly, and this time I felt like I had to make a stronger argument for what my value would be to the company.