"Marketing" is too broad an umbrella to be strong. A good marketing CV places itself in one of four sub-genres: brand, growth, performance, or content. Then come the numbers each discipline allows. For brand managers, impact is harder to measure — use positioning case studies.
Top: which type of marketing
Two-sentence profile summary with your marketing genre, sector, and product type (B2C / B2B SaaS / e-commerce / retail / non-profit). "B2B SaaS growth marketer focused on MQL-to-SQL conversion and outbound channels for scale-ups of 20 to 200 FTE" is a hundred times stronger than "experienced marketing professional".
Experience differs by genre
Growth/performance: hard numbers (CAC, LTV, CAC payback, ROAS, funnel conversion). Brand: positioning projects, awareness research, recognisable campaigns. Content: output volume, distribution reach, content-to-pipeline conversion. Keep one metric system consistent.
Beware overclaim. "+340% growth" without context (base, period, spend) reads as an AI tell.
Tooling per genre
Brand: positioning frameworks, research tools (User Interviews, Dscout). Growth: HubSpot, Marketo, Segment, Mixpanel, Amplitude. Performance: Google Ads, Meta Ads Manager, LinkedIn Ads, Looker Studio. Content: CMS, SEO tools (Ahrefs, Semrush). Mention three to six — the ones you really use daily.
Concrete example bullets
- Growth lead for B2B SaaS from Series A to Series B (24 months); MQL volume 6× and CAC payback from 14 to 9 months.
- Launched paid-LinkedIn ABM programme targeting 80 accounts; €1.4M pipeline contribution in 12 months.
- Brand repositioning at scale-up; new website + messaging framework; +42% inbound leads six months post-launch.
- Co-built content engine producing 14 articles/month; organic traffic 5k → 38k MAU in 18 months.
- Daily tools: HubSpot, Segment, Mixpanel, Google Ads, LinkedIn Ads, Ahrefs.
Pitfalls for this role
- "Marketing manager" without genre. Brand and performance are structurally different roles.
- Numbers without denominator. "+200%" without base is hard to interpret and reads sceptical.
- Tools list of twelve. Likely no specialist in anything.
- Brand cases without outcome metrics. Awareness research or customer research adds proof.
Marketing roles allow showing design sense without going overboard.
Salary indication 2026 (NL): junior marketing manager €40–55k, mid €55–75k, senior €75–100k, Head of Marketing €100–140k.
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