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A marketing resume: write results, not duties
6 minutes · 8 steps · workout 2 of 6 in this module
What you'll be able to do
By the end of this workout, you'll be able to write resume bullets that state a result with a number, and structure a one-page resume that survives an applicant tracking system (ATS).
A first look: The result bullet formula
A marketing resume bullet has three parts: what you did, at what scale, and what changed. The formula is action + scope + result. Action is a verb (ran, built, tested, cut). Scope is a number that shows size (budget, list size, number of campaigns). Result is a number that shows the outcome (orders, cost per order, conversion rate, revenue). If you don't have a result yet, give the scope and the decision. Same fact, different framing: “managed social media” and “grew the Instagram list from 800 to 2,400 followers in 4 months with three content formats” describe the same job, but only one gets a call. The way you frame a fact changes how it's judged; that's the framing effect, and a resume is all framing.
Example: Training project version: “Mapped the full funnel of a fictional backpack store from ad to purchase; identified checkout as the weakest stage (50% drop) and proposed two fixes with an estimated 37.5% lift.”
What this workout covers
- The result bullet formula
- Case: Passing the ATS
- One page, tailored, in this order
- Case: Which bullet goes first?
A question from this workout: Passing the ATS
You apply to an online store through its careers page. Their system scans resumes before a human sees them. The job description asks for “performance marketing”, “GA4”, “Meta Ads” and “conversion rate optimization”. Your resume is a two-column design with icons, and says “paid social” and “web analytics” instead.
- Format
- Two-column PDF, icons, text inside a header image
- Keywords from the job description found
- 1 of 4
- Length
- 2 pages
What do you change before sending it?
- Add a “Skills” cloud with 30 keywords in tiny grey text at the bottom
- Single column, plain headings, use the job description's own terms where they're true, one page
- Keep the design; a good recruiter will read it anyway
- Convert it to an image so the formatting can't break
Pick your answer first, then open the reasoning below.
Show the answer and the reasoning
Answer: B. Single column, plain headings, use the job description's own terms where they're true, one page
Applicant tracking systems read text in order. Two columns, text in images and icons scramble it. Using the job description's terms (“Meta Ads” rather than “paid social”) helps the system and the human both, as long as you actually did those things. The most common mistake is the hidden keyword cloud: it's easy to detect, and a human sees it as a trick. Honest, matching terms in real bullets beat any trick.
The other steps work the same way: you decide first, then see why each option is right or wrong.
How you practice here
- 2 short concept cards
- 2 multiple-choice questions
- 2 campaign cases with real-looking numbers
- 1 matching exercise
- 1 guided calculation
Part of the module: Portfolio, Resume and Interviews
Prove what you have learned to a recruiter: a project portfolio, an ATS-friendly resume, a LinkedIn profile and case interview practice.
More workouts in this module
- Portfolio: turning your projects into case studies
- Setting up your LinkedIn profile for recruiters
- The case interview: "How would you spend this budget?"
- Take-home assignments: structure and presentation
- Job offers: salary research and negotiation
Programs that include this workout