Marketing Manager Skills for a Resume

Companies hire marketing managers who plan campaigns that bring in customers, and who can prove it. Show the channels, budget and team you manage, and results in leads, revenue and cost.

Updated

13 skills at a glance

Hard skills

What the work takes, how a hiring manager judges each skill, and a bullet point that shows it.

  1. Marketing strategy and planning

    Show the plan you set and what it achieved.

    Example bullet pointWrote the yearly marketing plan around three target segments, agreed with sales and product.

  2. Campaign management

    Show the campaigns, the channels and the results.

    Example bullet pointRan a back-to-school campaign across email, social and search that lifted September sales by 18%.

  3. Email and marketing automation (HubSpot, Marketo)

    Show automated programs and their results.

    Example bullet pointBuilt nurture emails in HubSpot that made 20% more leads ready for sales within 90 days.

  4. Content and SEO

    Show the traffic or leads your content brought in.

    Example bullet pointPlanned a series of buyer guides that became the largest source of organic sign-ups.

  5. Web analytics (Google Analytics)

    Show how measurement guided decisions.

    Example bullet pointSet up campaign tracking in Google Analytics so that every channel's leads could be counted.

  6. Budget management

    Give the budget and how you divided it.

    Example bullet pointShifted 20% of the budget from events to digital mid-year, based on cost per lead.

  7. Brand management

    Show brand work such as guidelines or a refresh, and how it kept messaging consistent.

    Example bullet pointWrote brand guidelines that kept messaging consistent across three regions and two agencies.

Soft skills

Shown through what you did, never claimed as adjectives.

  1. Creativity

    Describe a campaign or content idea of yours and the results it brought.

    Example bullet pointLaunched a customer story series that sales used in nearly every deal.

  2. Leadership

    Show the team you led and their results.

    Example bullet pointGrew the team from two to five people and set clear goals for each channel.

  3. Data-driven judgment

    Show a decision you made from results, such as dropping a channel that looked good but did not pay off.

    Example bullet pointDropped a popular but costly trade show after showing it produced few qualified leads.

  4. Clear writing

    Show messaging or briefs that worked.

    Example bullet pointWrote creative briefs that cut agency revision rounds in half.

  5. Collaboration with sales

    Show shared goals and better leads.

    Example bullet pointAgreed a lead definition and handoff process with sales, halving leads nobody followed up.

Licenses and certifications

Give them a section of their own, with who issued each one and the year or expiry date.

  • Google Ads certification
  • HubSpot Inbound Marketing certification
  • Google Analytics certification

Keywords from marketing manager job postings

Use the ones that are true for you, in your bullet points as well as your skills list.

  • budget
  • qualified leads
  • cost per lead
  • campaign
  • email
  • paid search
  • content
  • dashboard
  • sales

Each posting has its own words. Our guide to tailoring your resume to a job description shows how to find them and where to put them.

Where to put your skills

  • In a skills section: a short list of the hard skills the posting names, in its words.
  • In your bullet points: every skill that matters should show up in something you did, with a result. That is where a hiring manager believes it.
  • In your summary: two or three of the skills the job asks for most.

More on choosing them in how to choose and prove the skills on your resume.

Questions

What skills should a marketing manager put on a resume?

Strategy and planning, campaign management, paid media, email automation, content and SEO, analytics, budget and brand management, plus leadership and data-driven judgment.

How do I show marketing impact?

Tie campaigns to leads, pipeline, revenue and cost per result, and show the budget you managed.

Should I include a portfolio?

A link to campaign examples or results helps, especially for brand and content roles.

Put them to work

Start from a marketing manager resume that already uses these skills, for an invented person, and make it yours in the builder.

Use this exampleRead the marketing manager resume example