Marketing postings are screened on two distinct keyword families and you need both. Channels: SEO, paid search, paid social, lifecycle/email, content, CRO — written the way postings write them (a posting that says "demand generation" is not matched by "growing the funnel"). Tools: HubSpot (or the posting's CRM — Marketo, Salesforce), GA4, and your channel-specific stack (Google Ads, Klaviyo, Ahrefs). This template's two-group skills section exists precisely because parsers and recruiters treat channels and tools as separate checklists.

Mirror generational tool shifts literally: if the posting says GA4, don't write only "Google Analytics" — post-UA-sunset, teams burned by the migration screen for the specific term. And place tools inside bullets where they earned money ("HubSpot lifecycle program that lifted trial-to-paid from 9% to 14%"), because a tool in the skills list says trained, a tool in a revenue bullet says operator.

The three numbers marketing leaders trust most are pipeline (or revenue) generated, acquisition cost, and conversion rate — because they're the numbers they answer for. Lead every bullet you can with one: "Grew qualified pipeline from $2.4M to $7.5M on flat budget" or "cut blended CAC 34%." Soft metrics (impressions, followers, "brand awareness") are supporting evidence at best; a resume that leads with them signals you haven't been held to revenue.

Always anchor the metric with its scale and constraint: percentage moved, from what base, on what budget. "Increased conversions 300%" from 3 to 12 signups is a different claim than 9% to 14% on a paid trial funnel — and hiring managers know it. The from-to-on-budget pattern (9% to 14%, $60K/month, 18 months) is the marketing equivalent of showing your work, and it's what separates operators from people who watched a dashboard.

Marketing is a portfolio discipline that mostly ships portfolio-free resumes. Fix that with a short links section: a portfolio page with two or three campaign case studies (goal, budget, what you did, measured result), a published piece of work you're proud of, or a teardown you wrote. A hiring manager who can click into a real campaign story before the first call treats the interview as confirmation rather than interrogation — and almost no other applicant gives them that option.

Curate hard. Two case studies with real numbers beat a link farm of every asset you've touched, and anything you link will be read as your quality bar — a portfolio page with a broken image or 2019-era work is worse than none. If client confidentiality blocks specifics, anonymize the company and keep the numbers ("B2B SaaS, ~$8M ARR"); the structure of your thinking is what's being evaluated, and this template's links block sits above education so it gets seen.