Marketing

ATS Keywords & CV Guide for Marketing Manager

Marketing managers plan and execute marketing campaigns across channels to drive brand awareness, lead generation, and revenue. They manage budgets, measure performance, and coordinate with sales and product teams. When you apply for Marketing Manager roles, applicant tracking systems scan your CV for the skills, tools, and responsibility phrasing below. Use them in context within your experience bullets, not just in a skills list.

Top skills recruiters scan for

These are the skills that appear most frequently in Marketing Manager job descriptions. The importance score reflects how heavily each skill is weighted in the occupation's O*NET profile. Include the top 5 in your CV where you can prove them with real outcomes.

Skill	Importance	Type
Campaign Management	90	technical
Communication	88	soft
Marketing Analytics	85	technical
Strategic Thinking	85	soft
Leadership	82	soft
Budget Management	80	technical
Project Management	80	soft
SEO/SEM	78	technical
Stakeholder Management	78	soft
Content Strategy	75	technical

Tools & software to name explicitly

Recruiters and ATS systems search for specific tool names. List the ones you have real experience with in your skills section, and prove them in your bullets. Tools marked as hot are currently in high demand in job postings.

• HubSpotHot
• Google Analytics
• Google Ads
• LinkedIn AdsHot
• Mailchimp / Klaviyo
• Salesforce
• SEMrush / AhrefsHot
• Hootsuite / Buffer
• Marketo
• Canva

Responsibility phrasing for your bullets

These are the core tasks a Marketing Manager is expected to perform. Use them as starting points for your CV bullets, but rewrite each one with your specific outcomes, scope, and context. Do not copy them verbatim.

• Plan and execute multi-channel marketing campaigns (paid, organic, email, social)
• Manage marketing budgets and allocate spend across channels based on ROI
• Analyse campaign performance and report on KPIs (CAC, MQLs, pipeline, ROAS)
• Develop and maintain the marketing calendar with content and campaign schedules
• Collaborate with sales to align marketing efforts with pipeline targets
• Conduct market research and competitive analysis to inform strategy
• Write and review marketing copy for ads, landing pages, and email campaigns
• Optimise SEO and content strategy to drive organic traffic

Other titles this role is posted under

Job postings for this role may use any of these titles. Search for all of them to find more relevant opportunities, and use the matching title in your CV's professional summary when applying.

• Growth Marketing Manager
• Digital Marketing Manager
• Demand Generation Manager
• Content Marketing Manager
• Brand Manager
• Performance Marketing Manager
• Product Marketing Manager

Related roles

Explore ATS keywords for other roles in the Marketing family:

• Product Marketing Manager

Includes information from O*NET 29.x by the U.S. Department of Labor/Employment and Training Administration (ETA), used under the CC BY 4.0 license.