ATS keywords for a marketing manager resume
Many employers keep applications in an Applicant Tracking System (ATS), where recruiters search and sort them by the skills the role needs. Use these terms where they honestly describe your experience, so your resume is easy to find and easy to read:
Key skills to highlight
- ▸Planning and running multi-channel campaigns
- ▸Performance analysis and reporting on ROI
- ▸Brand and content strategy
- ▸Managing budgets and agencies
- ▸Leading and developing a marketing team
Credentials Australian employers screen for
- ▸Degree in marketing, communications or business
- ▸Google Ads / Analytics or HubSpot certifications
- ▸Demonstrated platform proficiency (GA4, Meta, LinkedIn, a CRM/automation tool)
- ▸A portfolio of campaigns or case studies
Common mistakes to avoid
- ▸Listing activities with no metrics, no growth, CAC, ROAS or conversion lift.
- ▸Vague 'managed marketing' lines instead of named channels and tools.
- ▸No flagship campaign with a clear, quantified outcome.
- ▸Not mirroring the specialism the job ad calls for (brand vs performance).
Marketing Manager CV example: before and after
One experience entry, written twice. The numbers are illustrative, the structure is what matters.
Before
Marketing Manager, 2022 to present. Manage marketing for the business across a range of channels. Responsible for campaigns, content, social media and the website, plus working with agencies and reporting to the leadership team. Manage the marketing budget and a small team.
Not one metric appears, so there is no growth, ROAS or conversion lift for a commercial director to weigh, and 'a range of channels' misses the platform names (GA4, Google Ads, HubSpot) the ATS is matching on.
After
Marketing Manager | Google Analytics 4 and Google Ads Search certified (ID 000XXXXXX) | HubSpot Marketing Software certified | Bachelor of Business (Marketing)
Mid-size Australian ecommerce and retail brand, team of six, annual media budget of approximately $1.8M | February 2022 to present | Full time
- ▸Owned digital marketing strategy and campaign management across SEO, SEM, paid social, email and affiliate, growing online revenue 43 per cent year on year while holding blended ROAS above 4.1.
- ▸Rebuilt the SEO program (technical fixes, category page content marketing and digital PR), lifting organic sessions 140 per cent in 12 months and organic revenue share from 18 to 31 per cent.
- ▸Ran lead generation and lifecycle marketing automation in HubSpot, growing the subscriber base to 96,000 and taking email from 6 to 14 per cent of monthly revenue through segmented flows.
- ▸Reported on performance in Google Analytics (GA4) and Looker Studio to the executive monthly, and reallocated roughly $300k of media spend off underperforming channels mid-year with no loss of volume.
- ▸Led a brand strategy refresh with an external agency and managed the social media and content calendar across four platforms, while managing and developing two direct reports and one coordinator.
Same marketer, same budget. The rewrite names the specialisms and the platforms the ad lists, then puts a number on every campaign so the result, not the activity, is what the panel reads.
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Frequently asked questions
How do I quantify marketing achievements on a resume?
Use the numbers that matter to the role: revenue or leads generated, conversion rate, ROAS, audience growth, or cost reduction. For example, 'Grew organic traffic 140% in 12 months'. Metrics make the resume credible.
Which marketing tools and platforms should I list?
List the ones named in the job ad first, then the rest, GA4, Google Ads, Meta, LinkedIn, and your CRM or automation platform (HubSpot, Salesforce, Klaviyo). ATS matches on the specific tool names.
Should a marketing manager include a portfolio?
Yes where you can. A short set of campaign case studies, even linked from the resume, gives the panel proof beyond bullet points.
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