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CV tips for: marketing execs

Expectations of a good quality CV is perhaps highest in marketing. It’s particularly important for a marketing professional to have a good CV as it is a selling document, and is seen as an example of their work.

Your CV must showcase the value you have brought to an organisation, and ideally how this translates into figures: profit, sales, margin, market share, shareholder value… What might appear as small contributions can be made significant by expressing outcomes over several years.

Current hot buttons for marketing CVs are:

• Measurable marketing: marketing ROI, how marketing contributes to shareholder value and cashflow.
• Digital marketing: driving people to your web site through SEO, PPC, affiliate marketing and converting them to customers: web site analytics and optimisation.
• Event triggered marketing: real time response to competitive actions, new emerging customer needs
• Collaboration with field operations: sales, service, call centres, partners
• Global strategies versus regional or local initiatives
• Customer retention, customer loyalty, maximising lifetime value of customers
• Sales promotions, incentives to attract new customers
• Corporate social responsibility and 'greening'
• Multi-channel integrated marketing communications campaigns

A strong marketing CV must communicate facts, figures and achievements, in particular outcomes such as sales revenues, margins, conversion ratios, numbers of enquiries/leads, numbers of hits, attendees, market share…

Companies don’t want cost, they want profit! Too many marketing people give details on their CVs about marketing budgets but fail to mention what was the contribution. If you are giving details of your marketing budget make sure you offset it with positive profitable outcomes.