What Marketing Hiring Managers Look For
Marketing is one of the most results-measurable functions in any business — which means hiring managers expect to see numbers. Revenue contribution, pipeline generated, CPA, CAC, ROAS, organic traffic growth, conversion rates. A marketing CV without metrics is a red flag. Every role should have at least 2–3 quantified outcomes.
Professional Summary for a Marketing Manager
B2B SaaS example:
Head of Marketing with 8 years of experience in B2B SaaS, specialising in demand generation, ABM and content marketing. Grew qualified pipeline from £3M to £11M over 2 years at a Series B fintech startup. Managed a team of 7 across paid, organic, events and content. Seeking a VP Marketing or CMO role at a growth-stage company preparing for Series C or beyond.
Consumer/FMCG example:
Brand marketing manager with 6 years of experience in FMCG, managing campaigns across TV, digital and shopper marketing for brands with £50M–£200M retail turnover. Led a brand relaunch that grew market share by 2.3 percentage points in 12 months. Experienced in agency management, media planning and consumer insight. Seeking a senior brand manager or marketing director role.
Marketing Skills and Tools Section
Group by category:
- Digital marketing: SEO, PPC (Google Ads, Meta), programmatic, email marketing, marketing automation
- Platforms and tools: HubSpot, Salesforce, Marketo, Google Analytics 4, Semrush, Ahrefs, Tableau
- Paid media: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads
- Content and creative: Content strategy, copywriting, brand management, Adobe Creative Suite
- Analytics: GA4, Data Studio, Looker, A/B testing, attribution modelling
How to Write Marketing CV Bullet Points
The formula: channel or campaign + what you did + commercial outcome.
- "Launched a content-led SEO programme that grew organic traffic from 12,000 to 94,000 monthly sessions over 18 months, generating £1.8M in attributed pipeline"
- "Rebuilt the Google Ads account structure, reducing cost-per-lead from £180 to £62 while increasing lead volume by 140% on the same budget"
- "Ran a 6-touchpoint ABM programme targeting 80 enterprise accounts — 34 converted to opportunities, generating £4.2M in pipeline within 6 months"
- "Managed a £1.4M media budget across TV, OOH and digital, delivering a brand awareness uplift of 12 percentage points among the 25–44 target demographic"
- "Grew the email database from 22,000 to 67,000 subscribers in 12 months through lead magnet programmes, achieving a 28% average open rate"
Marketing Metrics to Include on Your CV
- Demand gen / B2B: MQL volume, SQL conversion rate, pipeline contribution, CAC, CPL, ROAS, channel attribution
- SEO/content: Organic traffic growth (%), keyword rankings, domain authority, leads from organic
- Paid media: ROAS, CPA, CTR, impression share, spend managed
- Email: List size, open rate, click rate, revenue attributed
- Brand: Market share, brand awareness score, NPS impact, campaign reach
- E-commerce: Revenue, conversion rate, AOV, LTV, basket abandonment rate
Senior Marketing CV — Director and CMO Level
At director and CMO level, shift from individual execution to team leadership and business impact. Key elements:
- Budget ownership (total marketing budget managed)
- Team size and structure
- Revenue influence (% of company revenue attributed to marketing)
- Board-level reporting and investor communications
- Agency and vendor portfolio management
- Brand-building at category level, not just campaign level
ATS Keywords for Marketing Roles
Commonly searched terms: digital marketing, demand generation, SEO, PPC, HubSpot, Salesforce, Google Analytics, marketing automation, ABM, content marketing, brand management, lead generation, campaign management, CRM, paid social, email marketing, conversion rate optimisation, product marketing, go-to-market.