Marketing postings are keyword-dense in a way that works in your favour: channels, platforms, methods and metrics are all named explicitly, so the terms a recruiter searches for are sitting in the description. The catch is that marketing resumes are also the ones most likely to be written in adjectives, and adjectives match nothing.
One rule before the lists: claim only the tools you have actually run. "Managed HubSpot" invites a screen-share in the interview.
Channels and disciplines
Demand generation, performance marketing, paid acquisition, paid social, paid search and SEM, SEO, content marketing, email marketing and lifecycle marketing, marketing automation, product marketing, brand marketing, partner or affiliate marketing, influencer marketing, event marketing, ABM (account-based marketing) for B2B roles.
Platforms, named exactly
"Digital advertising experience" matches nothing. Recruiters search for the tool.
Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads, Google Analytics 4 (write GA4 too), Google Tag Manager, Looker Studio, HubSpot, Salesforce, Marketo, Klaviyo, Mailchimp, Braze, Iterable, Webflow, WordPress, Ahrefs or Semrush, Hotjar, Amplitude or Mixpanel, Figma, Asana, Jira, Notion.
Methods
A/B testing and experimentation, conversion rate optimization (CRO), attribution modeling, incrementality testing, segmentation, cohort analysis, funnel analysis, lead scoring, customer journey mapping, positioning and messaging, competitive analysis, go-to-market strategy, budget management, forecasting, vendor and agency management, cross-functional leadership.
Metrics, which is where managers separate from coordinators
This is the section most marketing resumes are missing, and it is the one a hiring manager reads first. Depending on the business: CAC, LTV and LTV:CAC ratio, ROAS, MQL and SQL, pipeline contribution, conversion rate, CPL and CPA, CTR, churn and retention, ARR and MRR, organic traffic growth, share of voice, payback period.
A candidate who writes "cut CAC 22% while holding volume flat" is describing a business result. One who writes "results-driven marketer passionate about growth" is describing nothing. Both may have done the same work; only one of them gets read.
Certifications
Google Ads certification, Google Analytics certification, Meta Blueprint, HubSpot Inbound or HubSpot Marketing Software, Salesforce Marketing Cloud, Pragmatic Institute for product marketing, PMM Alliance. These are cheap signals and easy filters, so list the ones you hold.
Before and after
Before: "Responsible for managing paid social campaigns and reporting on performance."
After: "Owned a $40k monthly paid social budget across Meta and TikTok; cut CAC 22% in two quarters through creative testing and audience consolidation, while holding acquisition volume flat."
Before: "Grew the company blog and improved SEO."
After: "Grew organic sessions from 8k to 31k a month in a year by rebuilding the content plan around commercial-intent keywords; organic became the second-largest signup source."
The stronger versions carry more keywords than the weaker ones and read less like a list. Specifics pull the vocabulary in on their own.
Where to put them
- Headline: the standard title, worded as the posting words it. "Marketing Manager" or "Growth Marketing Manager", not "Marketing Storyteller".
- Skills line: one comma-separated line, platforms first, most posting-relevant first.
- Bullets: where a keyword stops being a claim and becomes evidence.
Check before you send
A Series A startup, an agency and an enterprise brand all post for "Marketing Manager" and screen for almost nothing in common. Instead of guessing which of these terms this employer weights, paste your resume and the posting into our free ATS resume checker and see what you already cover. Then add back only what is genuinely yours (the full method).