Marketing Manager CV Example

CV examples

Marketing Manager CV Example

Here is a complete CV for a B2B marketing manager in software, followed by guidance on each section: how to turn campaigns into commercial results, which channels and tools to name, and how to pitch yourself for B2B or consumer roles.

Hiring managers look first for scope and outcomes: the budget you have managed, the channels you have owned, the team or agencies you have led, and what changed in revenue, pipeline or acquisition cost because of your work. Activity without results, such as “managed social media” or “ran campaigns”, is the most common weakness on marketing CVs.

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How to write a marketing manager CV summary

Your summary should read like a short pitch: what kind of marketer you are, the market you know and the results you have delivered. In three or four sentences, cover:

  • Your focus: B2B or B2C; demand generation, brand, product marketing, performance or lifecycle; and the sector, such as SaaS, e-commerce, FMCG or financial services.
  • Scope: budget, team size and the markets or regions you cover.
  • Two headline results tied to the business: pipeline, revenue, CAC, ROAS, retention or market share.
  • Direction: the next step you want if it isn't obvious, for example moving from performance marketing into a broader manager role.

Leave out “data-driven, creative, strategic”. Your bullets should prove those qualities; claiming them adds nothing.

Show results, not campaigns

Every bullet in your experience section should connect something you did to a measurable result. Use the metrics your target employer reports on:

  • B2B: MQLs and SQLs, marketing-sourced or influenced pipeline, stage-to-stage conversion, CAC, payback period, win rate on marketing-sourced deals.
  • B2C and e-commerce: revenue, ROAS, CAC, conversion rate, average order value, repeat purchase rate, customer lifetime value.
  • Brand and content: share of search, organic traffic, branded search volume, earned media, email engagement, linked to sign-ups or sales wherever you can.

Give the starting point, the end point and the period: “from €3.1m to €5.4m in 18 months”. If figures are confidential, use percentages or ranges. Be clear about your part in shared results, because “led”, “owned” and “supported” mean very different things to an interviewer.

Channels, tools and budgets to include

Recruiters and applicant tracking systems search for specific platforms, so name them instead of writing “digital marketing tools”. Group them by purpose:

  • Analytics: GA4, Google Tag Manager, Looker Studio, and any BI tool you use.
  • CRM and automation: HubSpot, Salesforce, Marketo, Klaviyo.
  • Paid media: Google Ads, Meta Ads, LinkedIn Ads, programmatic platforms.
  • SEO and content: Semrush or Ahrefs, and your CMS, such as WordPress or Webflow.

Budget is one of the clearest signals of seniority. State the annual budget you owned or the monthly spend you managed, and whether you decided how it was split across channels. Do the same for people: how many reported to you, and which agencies or freelancers you briefed and managed.

Education, certifications and portfolio

A degree in marketing, business or communications helps but rarely decides a manager-level hire; recent results matter more. List your degree briefly, then certifications relevant to the role, such as Google Ads, HubSpot or a qualification from a professional marketing body, like the CIM in the UK.

For brand, content and creative-led roles, a short case-study document is worth preparing: the brief, what you did and the outcome, for two or three campaigns. Note on your CV that case studies are available on request rather than attaching a large file to every application.

Tailoring for B2B, B2C and international roles

A SaaS scale-up and a consumer brand will read the same CV differently. For B2B roles, lead with pipeline, sales alignment, account-based marketing and lifecycle work. For B2C, lead with acquisition, conversion, retention and brand. Mirror the job ad's terms for channels and metrics where they accurately describe your work.

For pan-European roles, show the markets you have worked in, any launches or localisation you have led, and your languages at a realistic level. Two pages is normal for a marketing manager; reduce older or junior roles to one or two lines each.

Marketing Manager CV summary examples

Experienced

Senior marketing manager with 14 years in B2B SaaS, most recently leading a team of 12 and a €3m budget across five European markets. Built the demand generation programme that took marketing-sourced pipeline from 30% to 55% of new business in two years. Strong in positioning, sales alignment and board-level reporting, with hands-on experience in HubSpot, Salesforce and GA4.

Mid-level

Marketing manager with seven years in e-commerce and direct-to-consumer brands, owning a €600k annual paid media budget across Google, Meta and TikTok. Grew online revenue 42% year on year while keeping blended ROAS above 4. Experienced with GA4, Klaviyo and Shopify, and with managing freelancers and a performance agency.

Entry-level

Marketing executive with three years' experience in content, email and paid social at a B2B software company, looking for a first marketing manager role. Built and ran the company's webinar programme, which generated 900 leads in its first year, and manages HubSpot workflows and monthly reporting. Google Ads and HubSpot certified.

Marketing Manager CV bullet point examples

  • Cut blended customer acquisition cost by 26% in 12 months by moving budget from display to search, LinkedIn and review sites, based on GA4 and CRM attribution.
  • Grew marketing-sourced pipeline from €2.4m to €4.1m in a year through an account-based programme targeting 150 mid-market accounts.
  • Raised Google Shopping ROAS from 3.1 to 4.8 by restructuring campaigns around margin bands and cleaning up the product feed.
  • Launched the brand in France and Germany with localised sites, paid search and PR, reaching 1,200 paying customers in nine months.
  • Built a lead-scoring model in HubSpot with the sales team, increasing MQL-to-SQL conversion from 12% to 21%.
  • Rebuilt the email lifecycle programme in Klaviyo, lifting email's share of online revenue from 11% to 19%.
  • Managed a €900k annual budget and three agencies, delivering the year's campaign plan within 2% of budget.
  • Hired and managed a team of five across content, paid media and design; two were promoted within 18 months.
  • Increased organic sessions 70% year on year through content and technical SEO, adding 300 inbound demo requests.
  • Introduced a weekly Looker Studio dashboard giving the leadership team one view of spend, pipeline and CAC by channel.

Skills for your Marketing Manager CV

Hard skills

  • Demand generation
  • Performance marketing (Google Ads, Meta Ads, LinkedIn Ads)
  • Marketing budget planning and allocation
  • Analytics and attribution (GA4, Google Tag Manager)
  • CRM and marketing automation (HubSpot, Salesforce)
  • SEO and content strategy
  • Email and lifecycle marketing
  • Positioning and messaging
  • Account-based marketing
  • Go-to-market and campaign planning
  • A/B testing and conversion rate optimisation
  • Reporting on CAC, ROAS and pipeline

Soft skills

  • Team leadership and hiring
  • Stakeholder management with sales and product
  • Agency and freelancer management
  • Commercial judgement
  • Clear, concise writing
  • Prioritisation under competing demands
  • Presenting results to leadership

Frequently asked questions

It helps for brand, content and creative-led roles, and matters less for performance or B2B demand generation roles, where your numbers do the work. Mention that case studies are available and have a short PDF ready to share.

Use percentages, ratios or ranges instead of absolute figures, such as “grew pipeline 70%”, “cut CAC by a quarter” or “managed a seven-figure budget”. Interviewers understand confidentiality, but they still expect a clear before and after.

List tools you use regularly and could discuss in an interview, grouped by purpose: analytics, CRM and automation, paid media, SEO and content. Prioritise the ones named in the job ad. A long list of tools you have only touched once makes your real strengths harder to see.

Two pages is standard. Give your last two or three roles full detail with results, and reduce earlier roles to a title, company and dates, or a single line each.

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