Pipeline, MQLs, attribution, CAC, payback. Marketing CVs win on numbers. Build a CV that lands the channel keywords the ATS screens for and the outcomes the hiring manager actually cares about.
Name the channels (paid search, paid social, lifecycle, ABM, content, partnerships, events), the tools (HubSpot, Marketo, Salesforce, Customer.io, Iterable, Pardot, Webflow), and the attribution stack (Bizible, Dreamdata, Segment, GA4). Marketing JDs hard-screen on tool names.
Group skills by category: channels, tools, analytics, automation. Don't dump 'B2B marketing' as a skill, it's the job. List specific capabilities (ABM, demand gen, lifecycle marketing, brand, growth, partnerships) that map to JD requirements.
MQLs generated, SQLs converted, pipeline created, CAC, payback, retention. 'Grew MQLs from 800 to 2,400/mo at a CAC of $94, 6-month payback' is a defensible bullet. 'Increased lead generation' is not.
If you can't quote a number, quote a process change. 'Rebuilt lifecycle program across 14 segments after audit revealed 28% list churn; cut unsubscribes 41%' is process work that proves senior judgment without revenue numbers.
Pipeline, CAC, MQLs, SQLs, payback, retention, NPS, conversion rates. Pair each with the timeframe and the baseline. 'Lifted MQL-to-SQL conversion from 18% to 31% over two quarters' is defensible. 'Improved conversion' is not.
List the tools you'd ship a campaign with on day one. Skip every tool you used once for an A/B test. Group by category: marketing automation, CRM, analytics, attribution, content.
Quote process changes (rebuilt lifecycle program across X segments), team scope (managed 4-person growth team), and audited learnings (cut 41% of list churn after auditing list hygiene). Process work proves judgment when numbers are confidential.
Reverse-chronological, one page under 7 years, two pages above. Summary at the top naming the discipline (growth, demand gen, brand, lifecycle), years of experience, and the most defensible outcome.
Strongly recommended for brand, content, and creative roles. Less critical for demand gen and growth, where a strong CV with quantified outcomes is enough.
Free. Channel keywords matched against the JD.
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