Marketing Manager CV Examples & Writing Guide

This is a CV for a marketing manager at a mid-sized B2B software company who owns demand generation and a small team. The name and companies are made up. Every bullet point ties a channel or programme to a pipeline, cost or conversion number, because that is the language a marketing director and a finance director share.

Marketing manager adverts draw hundreds of applicants, and most of the CVs describe campaigns. The hiring director, CMO or founder is looking for four things that campaign lists do not give them.

• Scope. Budget size, team size, channels owned, and whether you were the decision-maker or the one carrying it out. "Managed a £1.1m budget and 4 people" places you. "Supported campaigns" does not.
• Business numbers, not activity numbers. Pipeline or revenue sourced, cost per lead or per opportunity, CAC and payback, ROAS, retention or repeat purchase, conversion rates that moved. Impressions and follower counts are activity.
• Fit of market and motion. B2B versus consumer, SaaS versus retail versus healthcare, long sales cycle versus e-commerce checkout. A DTC growth marketer and an enterprise ABM marketer are different hires; make it clear in line one which you are.
• Tools they run. HubSpot or Marketo, Salesforce, GA4, the ad platforms, Shopify or Klaviyo for DTC. Recruiters are usually given a list; if your tools are only in a skills block at the bottom, you may not be found.

“I can tell a manager from a specialist by whether the bullets say what happened to pipeline or revenue. Anyone can run a webinar. Tell me the cost per opportunity and what you cut to get there.”

A marketing manager CV needs a personal statement, not a career objective. Three to four lines: years and market, budget and team, two business numbers, and the tools. Directors and heads of marketing add the size of the company and what they own end to end.

Most marketing bullet points describe the deliverable. Hiring managers want the business result and the decision you made to get it. Use this pattern: what you changed, the channel or programme, the metric before and after, and the timeframe.

Group your skills so a recruiter can match them to the advert quickly: strategy and leadership, channels, analytics, tools. Twelve to sixteen items is normal for a manager. Name tools by product, not by category.

• Strategy and leadership: annual marketing planning, budget ownership, OKRs and forecasting, team management and hiring, agency and supplier management, leadership team and board reporting, cross-functional work with Sales, Product and Finance.
• Channels and programmes: demand generation, account-based marketing, paid search and paid social, SEO and content, email and lifecycle marketing, webinars and events, product marketing and launches, brand and PR, partner or channel marketing, retention and loyalty for consumer roles.
• Analytics and measurement: pipeline and revenue attribution, CAC and payback, ROAS and MER, conversion rate optimisation, A/B testing, cohort and retention analysis, marketing mix and incrementality basics, SQL or Sheets modelling if you do it.
• Tools (name yours): HubSpot, Marketo, Pardot, Salesforce, GA4, Looker Studio, Tableau, Google Ads, LinkedIn Campaign Manager, Meta Ads Manager, TikTok Ads, Semrush, Ahrefs, 6sense or Demandbase, Klaviyo, Shopify, Braze, Figma, Asana or Monday, Unbounce, Optimizely, ON24, Zoom Webinars.
• Working skills hiring managers screen for: writing that does not need an editor, presenting numbers to the board, prioritising under budget cuts, briefing designers and writers, keeping campaigns within UK GDPR, PECR and the CAP Code, and managing up when the CEO wants a rebrand.

Skip "creative thinker" and "strategic mindset". A budget number and a pipeline number are the evidence; the adjective is noise.

No licence exists for marketing in the UK, and no certification substitutes for results. A few are widely recognised and worth one line each, especially when the advert names the platform or asks for CIM.

• Platform certifications recruiters search for: Google Ads (Search, Display, Video, Shopping), Google Analytics Certification (GA4), HubSpot Marketing Software and Inbound Marketing certifications, Meta Certified Digital Marketing Associate or Meta Certified Media Buying Professional, Salesforce Marketing Cloud or Pardot (Account Engagement) credentials, Semrush SEO certifications.
• Professional bodies: the Chartered Institute of Marketing (CIM) qualifications (Level 4 Certificate, Level 6 Diploma, Level 7 Postgraduate Diploma) are the ones UK adverts name, and Chartered Marketer status shows you keep up your CPD; IDM qualifications suit direct and digital roles. The American Marketing Association's PCM is a US credential and rarely asked for here.
• Education: a degree in marketing, communications, business or almost anything is the normal requirement; an MBA helps for director and head of marketing roles at larger companies but is rarely required. List the degree with its classification, the university and the year; add modules only if you graduated within two years.
• Format: one line each with the issuer and year. Google and HubSpot certifications expire (one to two years), so write "current" or the renewal year. Drop anything more than five years old that you never renewed.

• Length: two pages is the UK norm for marketing managers, directors and heads of marketing; a tight one-page CV can work below about five years. Never three. A separate case-study page or PDF holds the campaign detail.
• Order: header (with a link to your case studies or LinkedIn), personal statement, experience, skills grouped by type, qualifications, education.
• Format: marketers are tempted by designed CVs. Keep one column, standard fonts, no photo or date of birth (UK standard), no skills bars, restrained colour. Recruiters parse with Workday, Greenhouse, Lever or iCIMS, and designed templates lose text. Show your taste in the portfolio, not the CV.
• Portfolio: two to four one-page case studies (goal, what you did, the numbers) on a simple site or PDF. Mention it in the header as "case studies" and expect it to be opened at the screening stage for manager roles and above.
• Keywords to mirror from the advert: "demand generation", "pipeline", "ABM", "lifecycle", "go-to-market", "brand", "CAC", "ROAS", "marketing automation", the exact platform names and the market ("B2B SaaS", "DTC", "healthcare"). If the title is "Marketing Lead" or "Growth Marketing Manager", use it in your headline and keep "marketing manager" in the personal statement.
• Applying to a US company? It will expect a one-page resume with a short summary; for UK roles keep the two-page CV with a personal statement described here. The numbers advice is identical.
• Save as PDF: Jordan-Kessler-Marketing-Manager-CV.pdf.

Run the file through the cvplex ATS checker with the advert pasted in. It flags platform names and programme words in the advert that are missing from your bullet points.