Should I include a portfolio or campaign samples?

Link one page with two or three campaigns that include the objective, what you did and the result. A gallery of visuals with no outcomes is a design portfolio, not a marketing one.

How do I show results when attribution was unclear?

Say so, and report what you could measure. "Grew qualified pipeline 2.4× while holding budget flat" is credible even without per-channel attribution, and admitting the limit reads as competence rather than weakness.

Do certifications like Google Ads help?

Marginally, and mostly at junior level. They are cheap to obtain and hiring managers know it. One line in the skills block is enough.

Marketing manager resume example

A strong marketing manager resume connects activity to revenue: pipeline generated, cost per acquisition moved, retention improved. State budget owned and team size explicitly, because both are used to gauge seniority, and name the channels you actually ran rather than every channel you have seen.

Summary section

Marketing manager with seven years in B2B SaaS, owning a £1.2M annual budget and a team of five. Rebuilt the demand-generation mix to cut blended CAC by 31% while growing qualified pipeline 2.4× over 18 months.

Achievement bullets that work

Written to show the result first and the method second. Adapt the structure — never copy the numbers.

Cut blended customer acquisition cost by 31% over 18 months by shifting spend from broad paid search to intent-led content and partner co-marketing.
Grew marketing-qualified pipeline 2.4× while holding budget flat, by killing three channels that could not be attributed and reinvesting in the two that could.
Owned a £1.2M annual budget and a team of five across content, lifecycle and paid; promoted two of them into senior roles.
Rebuilt lifecycle email from a single onboarding blast into a six-stage behavioural sequence, raising trial-to-paid conversion from 8% to 13%.
Led the repositioning that preceded a 40% price increase, running the messaging tests that showed which value claim held up before the change shipped.

ATS keywords for Marketing Manager roles

Terms that postings for this role commonly contain. Use the ones that are true of you, in the posting’s own wording.

marketing manager
demand generation
campaign management
SEO
paid search
content marketing
marketing automation
HubSpot
Google Analytics
lead generation
budget management
brand strategy
CRM
conversion rate
go-to-market

Attach a number to the channel, or cut the line

Marketing resumes fail on unfalsifiable claims: "managed social media presence", "developed brand strategy", "increased engagement". None of these can be checked, and a hiring manager who has read fifty of them stops reading. If a line cannot carry a number or a decision, it is taking space from one that can.

The number does not have to be revenue. Cost per acquisition, conversion rate, pipeline, retention, cycle time and share of spend are all legitimate. What matters is that the claim is specific enough to be wrong.

Budget and team size are seniority signals

Marketing manager covers everything from a solo operator at a startup to a manager of five with a seven-figure budget. Recruiters use budget owned and headcount managed to place you, and if both are absent they will assume the lower end.

State them plainly in the summary. If you did not own a budget, say what you influenced instead — a marketer who shaped a £1M spend without signing for it should say exactly that rather than leave a gap.

Name the channels you ran, not the ones you know

Listing every channel in existence reads as inexperience, because senior marketers know that running paid search well and running lifecycle email well are different jobs. Name the two or three you personally operated and be ready to go deep on them.

Mirror the posting's vocabulary for the ones that overlap. If they say "demand generation" and you have written "lead gen" throughout, a literal keyword match can miss what a human would treat as the same thing.

Which template suits a marketing manager

Enough visual personality for a marketing audience while keeping a single readable column, so it still parses in a corporate ATS.

More about this template

Questions

Should I include a portfolio or campaign samples?: Link one page with two or three campaigns that include the objective, what you did and the result. A gallery of visuals with no outcomes is a design portfolio, not a marketing one.
How do I show results when attribution was unclear?: Say so, and report what you could measure. "Grew qualified pipeline 2.4× while holding budget flat" is credible even without per-channel attribution, and admitting the limit reads as competence rather than weakness.
Do certifications like Google Ads help?: Marginally, and mostly at junior level. They are cheap to obtain and hiring managers know it. One line in the skills block is enough.