Marketing Executive CV (UK): Examples, Keywords & KPI Achievements

If you’re an executive jobseeker aiming for Marketing Executive / Senior Marketing Executive roles (or you’re positioning for Marketing Manager next), your CV can’t read like a to-do list. It needs to read like commercial proof: what you owned, what you moved, and what changed because you were there.

This guide gives you exactly that: UK-specific, recruiter-friendly and ATS-aware:

• A gold-standard marketing executive CV example (metrics-heavy, boardroom-ready clarity)
• A mid-level alternative example (still quantified, ready-for-promotion positioning)
• A skills and ATS keyword bank (UK tools, channels and terms recruiters actually search)
• A UK KPI / achievements bank by channel (paid, email/CRM, social, SEO/content, events, CRO)
• What recruiters scan for in 30 seconds
• Common mistakes and a “fix it fast” checklist

Want executive-level feedback before you apply?
If you’re applying for senior marketing roles, small CV tweaks can change the outcome fast, especially your stats, keywords and first half-page.

• Get a Free CV Review: https://brendanhope.com/free-cv-review/
• Prefer a quick conversation first? Book a free intro call: https://brendanhope.com/intro-booking-call/

No pressure. You’ll get clear, practical next steps, not a generic sales pitch.

What is a Marketing Executive in the UK?

A Marketing Executive in the UK typically plans and delivers marketing activity across channels (often alongside agencies), supports campaign execution, manages suppliers, coordinates content and comms, and tracks performance, translating activity into outcomes (leads, conversion, revenue influence, retention, brand lift).

If you want the official UK role snapshot, the National Careers Service job profile is a solid baseline:
https://nationalcareers.service.gov.uk/job-profiles/marketing-executive

Quick definitions recruiters care about

• KPIs (Key Performance Indicators): The numbers that prove impact (e.g., ROAS, CPA/CAC, conversion rate, MQLs, pipeline influenced, email CTR, organic growth, event ROI).
• ATS keywords: The job-relevant terms an Applicant Tracking System (and recruiters) use to filter/search CVs. These include channels, tools, deliverables and competencies (e.g., “GA4”, “paid social”, “HubSpot”, “campaign optimisation”, “stakeholder management”).

Marketing executive CV: key takeaways

Use this as your “CV truth test” before you apply:

• Your first half-page should show scope and outcomes, not duties.
• Lead with 3–5 quantified wins (pipeline, ROAS, conversion lift, CAC reduction, retention uplift).
• Match your job title and specialism to the vacancy language (without inventing seniority).
• Prove channel competence with evidence by channel (paid, email/CRM, social, SEO/content, events, CRO).
• Use an ATS-safe format (clean headings, no graphics, no columns that break parsing).
• Put tools where they matter: skills aligned to outcomes, not a “tool dump”.
• Treat your profile like a mini business case: audience, channel, action and result.
• Make it effortless to skim: strong headings, tight bullets, consistent metrics formatting.

What makes an executive-level marketing executive CV different?

Executive jobseekers win when the CV shows commercial ownership and decision-quality thinking, even if the title is “Marketing Executive”.

That means you’re not just listing campaigns; you’re showing how you:

• Set direction (briefs, segmentation, positioning, messaging frameworks)
• Controlled performance (budget allocation, testing plans, optimisation cadence)
• Partnered with revenue (sales enablement, MQL-to-SQL flow, pipeline influence)
• Led through others (agencies, freelancers, cross-functional teams)
• Protected standards (brand governance, compliance, stakeholder alignment)

If you want a deeper reference point on how senior CVs signal scope, clarity and leadership without waffle, use this as a supporting read:
https://brendanhope.com/blog/executive-cv-writing-guide/

Next, we’ll get tactical: what recruiters scan for first, and the UK CV structure that makes your results impossible to miss.

What recruiters scan for in 30 seconds (marketing executive CV)

Recruiters rarely “read” a CV first. They scan it to answer a few fast questions. Your job is to make the answers obvious without forcing them to dig.

Here’s what a UK recruiter will typically look for in the first 30 seconds:

1) Role fit in one glance

• Your target title is clear (Marketing Executive / Senior Marketing Executive / Marketing Manager-track).
• Your specialism is visible (e.g., B2B demand gen, lifecycle/CRM, paid acquisition, content-led growth, events).
• Your sector context is clear (e.g., SaaS, professional services, retail, FMCG, public sector).

Fix: Put the title and specialism in your header or first line of the profile (not buried in the experience section).

2) Commercial impact (not activity)

They want quick proof you can move numbers:

• Pipeline influenced (£), revenue contribution, MQL volume/quality
• ROAS / CPA / CAC improvements
• Conversion uplift (landing pages, funnels, email, paid)
• Retention/reactivation results (CRM/lifecycle)
• Growth in qualified traffic, rankings, engagement that ties to outcomes

Fix: Add a “Selected impact” mini-section near the top with 3–5 quantified wins.

3) Channel mix & depth

Recruiters want to see what you’ve owned, not just “supported”:

• Paid search / paid social / LinkedIn Ads
• Email/CRM automation, segmentation, deliverability basics
• SEO and content planning (and how you measured it)
• Events/webinars, partnerships, ABM activity (if relevant)
• CRO testing and reporting discipline

Fix: Use channel-specific achievement bullets, not generic “supported campaigns”.

4) Tools that match the job ad

ATS and recruiters will scan for the tools they use:

• GA4, Looker Studio, Excel
• HubSpot / Salesforce / Marketo / Mailchimp / Klaviyo (as relevant)
• Google Ads, Meta Ads, LinkedIn Campaign Manager
• SEMrush/Ahrefs, Hotjar, Optimizely/VWO
• CMS tools, basic HTML/email tools (if relevant)

Fix: Put tools in a Skills/Tech block aligned to outcomes (we’ll give you a keyword bank later).

5) Senior signals (even in “executive” titles)

If you’re an executive jobseeker, show:

• Budget ownership (even modest: “managed £8k/month”)
• Stakeholder management (Sales, Product, Leadership, agencies)
• Prioritisation and trade-offs (“shifted budget from X to Y based on CPA”)
• Planning cadence (monthly reporting, quarterly strategy, test-and-learn)

Fix: Add 1–2 bullets per role that show decision-making, not just delivery.

6) Presentation and ATS hygiene

Recruiters will bounce if the CV is hard to scan or parse:

• Dense paragraphs, tiny text, unclear dates
• Design-heavy layouts, icons, columns that break ATS parsing
• Unclear locations/remote status
• Inconsistent metrics, unclear acronyms

Fix: Stick to a clean UK format and keep it “boringly readable”.

UK CV structure for marketing executives (simple and recruiter-proof)

A strong marketing executive CV in the UK is usually 2 pages (sometimes 3 if you’re genuinely senior with complex scope, but most Marketing Executive / Senior Marketing Executive CVs win at 2).

For UK CV conventions and section expectations, National Careers Service guidance is a useful anchor:
https://nationalcareers.service.gov.uk/careers-advice/cv-sections

And if you want a fuller UK-specific structure guide (formatting, ordering, what to cut), use:
https://brendanhope.com/blog/how-to-write-uk-cv-2025/

Recommended layout (in this order)

1) Header (one line, clean)

• Name | City (UK) | Phone | Email | LinkedIn | Portfolio (optional)
• Avoid full address. Keep it UK-standard and privacy-safe.

2) Executive profile (3–5 lines)
Make it read like a business case:

• Sector, audience, channel mix, scope and strongest outcomes
• Example: “B2B marketing executive with 6+ years across demand gen, paid social and lifecycle CRM… delivering X uplift / Y pipeline…”

3) Selected impact (3–5 bullets)
This is your “hook”. Use hard numbers and commercial language.

4) Core skills & tools (keyword-aligned)
Keep it scannable:

• Channels, capabilities, platforms
• Avoid a long “list of everything”.

5) Experience (reverse chronological)
For each role:

• One-line context: company type/size, audience, budget, team/agency setup
• 4–6 bullets max, with metrics and decisions
• Include a “how you did it” detail only when it strengthens credibility

6) Education & Certifications
Include the relevant ones:

• Degree (if applicable)
• CIM / Google Ads / GA4 / HubSpot, etc. (only what’s real and relevant)

7) Optional: Portfolio / case studies
If you have a portfolio, keep it selective:

• 2–4 pieces max, aligned to the role (campaign, landing page, email flow, event, content strategy)
• Avoid disclosing confidential data. Summarise and anonymise.

Formatting rules that help you beat ATS (without looking “basic”)

• Use standard headings: Profile, Skills, Experience, Education
• Avoid text boxes, icons, tables used for layout, and multi-column designs
• Keep bullets tight: 1–2 lines, outcome first
• Use consistent metric formatting: “+18%”, “£420k pipeline”, “CPA ↓ 22%”

Next up: the part that usually wins the interview invite, a gold-standard CV example you can model.

Gold-standard marketing executive CV example (UK, metrics-heavy)

Use this as a benchmark for clarity and commercial impact. It’s written for an executive jobseeker targeting Marketing Executive / Senior Marketing Executive roles (and signalling “Marketing Manager-ready” without claiming the title).

MARKETING EXECUTIVE (B2B / Demand Gen) — UK
London, UK (Hybrid) | 07xxx xxx xxx | name@email.com | LinkedIn: linkedin.com/in/name | Portfolio: shortlink (optional)

Profile

Commercial, metrics-led marketing executive with 7+ years across B2B demand generation, paid acquisition and lifecycle email. Known for improving performance through disciplined testing, tighter targeting and cleaner conversion paths — contributing to £1.2m+ pipeline influenced across campaigns. Confident partnering with Sales and Product, managing agencies, and translating channel performance into decisions leadership can act on.

Selected impact (highlights)

• Increased paid social ROAS from 2.1 to 3.4 in 90 days by restructuring audiences, tightening creative testing and shifting budget to higher-LTV segments.
• Reduced blended CPA by 22% (YoY) while increasing MQL volume by 31% through improved landing page conversion and form optimisation.
• Influenced £620k pipeline across two quarter-long campaign waves (content, paid and webinars), improving MQL-to-SQL conversion from 18% to 26% with better lead scoring and sales enablement.
• Lifted lifecycle email revenue contribution by +14% via segmentation, triggered journeys and deliverability clean-up (sunset policy and list hygiene).
• Improved webinar attendance rate from 38% to 54% by refining messaging, reminders and calendar-first comms.

Core skills & tools

Channels: Paid social, paid search, lifecycle email/CRM, SEO-content support, webinars/events, CRO basics
Capabilities: Campaign planning, audience targeting, A/B testing, funnel reporting, stakeholder management, agency briefs
Tools: GA4, Looker Studio, HubSpot, Salesforce, Google Ads, LinkedIn Campaign Manager, Meta Ads Manager, SEMrush, Hotjar, Excel

Experience

Senior Marketing Executive (Demand Gen), B2B SaaS | London (Hybrid) | 2022–Present

• Owned multi-channel campaign delivery (paid, CRM, content and webinar programmes), coordinating agencies and internal stakeholders to deliver MQL targets and pipeline influence.
• Rebuilt paid social account structure and creative test plan, improving ROAS to 3.4 and cutting CPA by 19% while maintaining lead quality.
• Partnered with Sales Ops to refine lead scoring and routing, improving MQL to SQL conversion (18% to 26%) and reducing time-to-first-contact by 27%.
• Delivered landing page and form improvements (copy and friction reduction), increasing conversion rate from 2.9% to 4.1% without increasing spend.
• Produced monthly performance packs (channel, cohort, funnel) in Looker Studio; translated results into decisions (budget reallocation, message pivots, offer changes).

Marketing Executive — Professional Services | Midlands (Hybrid) | 2019–2022

• Ran campaign calendars across email, social and content, supporting new service launches and event-led lead generation.
• Built segmented email journeys and improved engagement (CTR +18%, unsubscribes ↓ 11%) through better targeting and messaging alignment.
• Supported SEO/content planning with keyword research and performance tracking, contributing to +24% organic sessions and stronger lead intent pages.
• Managed supplier briefs and schedules (design, print, event partners), ensuring delivery quality and brand consistency.

Education & certifications

BA (Hons) Marketing — UK University | 2018
Google Ads Search Certification | GA4 (Analytics) | HubSpot Email Marketing

If you’ve completed (or are working towards) a recognised qualification such as Chartered Institute of Marketing (CIM) training, include it; it can act as a credibility signal for employers.

Why this example works (and how to copy the logic)

• Impact is visible in the top third: recruiters get numbers fast (pipeline, ROAS, CPA, conversion).
• Bullets show decisions, not tasks: “shifted budget”, “rebuilt structure”, “refined scoring” signals senior judgement.
• Keywords are embedded naturally (channels, tools and deliverables), improving ATS retrieval without stuffing. If you want a tighter, UK-specific ATS approach, use: https://brendanhope.com/blog/ats-cv-optimisation-uk-guide/
• Context is implied (B2B SaaS, sales partnership, pipeline language), which is what executive hiring teams care about.

If you want, next I’ll give you a mid-level alternative that’s still quantified, but deliberately smaller-scale (the version that fits candidates stepping up into “senior exec” scope).

Mid-level marketing executive CV example (UK)

This version fits executive jobseekers who have solid delivery experience and some performance ownership, but who aren’t yet operating at full demand-gen / pipeline scale. It still uses numbers — just with more realistic mid-level scope.

MARKETING EXECUTIVE (Integrated / Campaign Delivery) — UK
Manchester, UK | 07xxx xxx xxx | name@email.com | LinkedIn: linkedin.com/in/name | Portfolio (optional)

Profile

Marketing executive with 4+ years’ experience delivering integrated campaigns across email, social, content and events. Strong on coordination, stakeholder management and performance reporting, improving campaign outcomes through better targeting, clearer messaging and tighter execution. Comfortable working with agencies and internal teams to deliver measurable results.

Selected impact

• Increased email engagement through segmentation and improved copy: CTR +12% over two quarters, with unsubscribes down 9%.
• Supported event-led lead generation programme, improving registration-to-attendance rate from 41% to 50% through comms optimisation and reminder cadence.
• Improved landing page conversion from 3.1% to 3.8% by simplifying form fields and tightening the offer/message match.
• Contributed to content performance improvements (SEO support and distribution), driving +17% organic sessions to priority pages.

Core skills & tools

Channels: Email marketing, organic social, basic paid support, events/webinars, content coordination, SEO support
Capabilities: Campaign planning, briefing, stakeholder management, reporting, A/B testing basics
Tools: GA4, Mailchimp (or HubSpot), Looker Studio, Canva/Adobe (basic), Excel, CMS (WordPress or similar)

Experience

Marketing Executive — Retail / Consumer Services | Manchester | 2021–Present

• Coordinated campaign calendars across email, social and on-site activity, ensuring consistent messaging and on-time delivery across teams and suppliers.
• Built segmented email sends and introduced a simple test plan (subject lines, offers, send times), improving average CTR by 12% and reducing unsubscribes 9%.
• Supported a quarterly events programme (webinars and local activations), improving attendance rate from 41% to 50% through reminders and clearer value propositions.
• Collaborated with web team to improve landing page effectiveness, lifting conversion rate from 3.1% to 3.8% by removing friction and tightening copy.

Marketing Assistant — SME / B2B Services | Manchester | 2019–2021

• Supported campaign delivery, supplier coordination and performance reporting across email and social channels.
• Maintained reporting dashboards and helped standardise monthly reporting, improving visibility of campaign outcomes and next-step actions.
• Assisted with content publishing and distribution, contributing to +17% growth in organic sessions to priority pages.

Education & certifications

CIM Level 4 (in progress or completed), (if applicable)
BA (Hons) Business / Marketing, UK University
GA4 basics | Email marketing certification (if applicable)

Skills & ATS keyword bank for a marketing executive CV (UK)

Use this to “translate” your experience into the language recruiters and ATS systems recognise. Aim to include the keywords that are true for you, and prioritise the ones that match your target job ad.

Rule: don’t paste a wall of keywords. Place them where they make sense: profile, skills block, and experience bullets.

If you want a detailed, UK-specific “where to put keywords” method (without stuffing), use:
https://brendanhope.com/blog/ats-cv-optimisation-uk-guide/

Next, I’ll give you the section competitors largely fail at: a UK KPI and achievements bank by channel with bullet starters you can lift into your CV.

UK marketing achievements & KPIs by channel (use this as your bullet bank)

Most marketing executive CVs fail because candidates describe activity (“managed campaigns”) instead of outcomes (“improved CPA by 18%”). This section fixes that.

For a quick UK benchmark of typical Marketing Executive responsibilities and focus areas, see Prospects’ Marketing Executive job profile.

Use it two ways:

1. Pick 6–10 KPIs that fit your channel mix and your level.
2. Turn them into achievement bullets using the “Action, Method and Result” pattern.

Keep it confidential-safe: use ranges (“£200k+ pipeline influenced”), relative change (“+18%”), or anonymised context (“mid-market B2B”).

Paid search / PPC (Google Ads)

KPIs recruiters recognise

• ROAS, CPA/CAC, conversion rate (CVR), CTR, impression share, quality score trends
• Lead quality proxies (SQL rate, close rate by campaign)
• Budget efficiency (cost per qualified lead)

Strong achievement bullets (copy/paste starters)

• Improved CPA by X% by restructuring campaigns (intent-led ad groups), tightening negatives and aligning ads to landing pages.
• Increased conversion rate from X% to Y% by improving offer/message match and simplifying form flow.
• Increased impression share by X pts on priority terms by reallocating budget to best-performing segments and improving quality signals.

Paid social (LinkedIn / Meta)

KPIs

• ROAS, CPA/CAC, CTR, CPC, conversion rate, lead-to-MQL rate
• Frequency, creative fatigue signals, audience quality and engagement

Bullets

• Increased ROAS from X to Y by introducing a structured creative test plan and moving spend toward higher-intent audiences.
• Reduced CPC by X% while maintaining lead quality by refining targeting, improving creative relevance and tightening landing page alignment.
• Improved lead-to-MQL rate by X% by adjusting offers and qualifying questions in forms.

Email / CRM / lifecycle marketing

KPIs

• Open rate (use carefully), CTR, conversion rate, unsubscribe rate, deliverability indicators
• Revenue per recipient (where applicable), reactivation rate, retention uplift

Bullets

• Increased email CTR by X% via segmentation and journey optimisation, reducing unsubscribes by Y% through better targeting.
• Improved deliverability and engagement by implementing list hygiene, sunset policies and clearer preference management.
• Built lifecycle journeys that lifted repeat purchase / reactivation by X% (or improved lead nurturing conversion by X%).

Organic social

KPIs

• Engagement rate, saves/shares, follower growth (supporting), traffic contribution, content performance by theme
• Lead capture if tracked (social-to-site conversion)

Bullets

• Improved engagement rate by X% by shifting content mix toward audience pain points and adding a clearer call-to-action per post.
• Increased site traffic from organic social by X% by aligning content to campaign launches and optimising distribution cadence.
• Built a repeatable content framework that increased consistent reach and reduced “one-off post” dependency.

SEO & content (marketing exec level)

KPIs

• Organic sessions, rankings on priority terms, click-through rate from SERPs, conversion from content
• Content contribution to MQLs or assisted conversions

Bullets

• Increased organic sessions to priority pages by X% by aligning content to search intent and improving on-page structure.
• Built a keyword-led content plan that improved visibility on priority topics and increased qualified traffic conversion by Y%.
• Improved content performance reporting cadence (dashboards and insights), enabling faster decisions on what to scale and what to cut.

Events / webinars / partnerships

KPIs

• Registrations, attendance rate, cost per attendee, lead capture rate
• MQL/SQL conversion from event leads, pipeline influenced, partner-sourced leads

Bullets

• Improved webinar attendance from X% to Y% by refining messaging, reminders and “calendar-first” comms.
• Reduced cost per attendee by X% by tightening targeting and improving offer/value proposition clarity.
• Influenced £X pipeline through event-led campaigns by aligning follow-up nurture flows and sales enablement.

CRO / website optimisation

KPIs

• Landing page conversion rate, form completion rate, bounce/engagement proxies, lead quality improvement
• Funnel drop-off reductions

Bullets

• Increased landing page conversion from X% to Y% by removing friction (fewer fields), tightening copy and improving mobile experience.
• Improved lead quality by adjusting form questions and routing, increasing MQL rate by X% without increasing spend.
• Introduced a test-and-learn cadence that improved conversion performance and prioritised changes based on impact vs effort.

How to turn KPIs into executive-grade CV bullets (quick formula)

Use this structure in your experience section:

Action and what you owned, how you did it (short) to result (numbers)

Example:

• “Rebuilt paid social account structure and test plan, shifting budget to higher-LTV audiences and improving ROAS from 2.1 to 3.4 while reducing CPA by 19%.”

Common mistakes (executive jobseekers) and how to fix them

Mistake 1: Your CV reads like an internal job description

You list tasks (“managed social media”) instead of outcomes.

Fix: Replace 50% of task bullets with results bullets using the KPI bank above.

Mistake 2: You use vanity metrics with no commercial link

Follower growth isn’t useless, but it’s rarely enough.

Fix: Tie the metric to an outcome: qualified traffic, conversions, lead quality, pipeline.

Mistake 3: Tool dumping

A long list of tools suggests shallow capability.

Fix: Keep tools aligned to achievements. Mention the tool where it supports credibility (dashboards, reporting, automation, ads platforms).

Mistake 4: Your profile is fluffy

“Results-driven marketing professional” says nothing.

Fix: Write the profile like a mini business case: sector, audience, channel mix, scope and 1–2 standout outcomes.

Need sharper, more decisive language in your bullets? Use this action-verb bank:
https://brendanhope.com/blog/cv-power-words-uk-2025/

Fix-it-fast checklist (10 minutes)

Tick these off before you apply:

• Add a Selected impact section with 3–5 quantified wins
• Ensure your target title reads clearly: “Marketing Executive” / “Senior Marketing Executive”
• Add at least 6 metrics across the first page (ROAS/CPA/CVR/MQL/pipeline/CTR etc.)
• Align your skills and tools to the job ad keywords (truthfully)
• Replace vague bullets (“responsible for”) with outcome-first bullets
• Remove design elements that break ATS (columns, icons, text boxes)
• Make dates, locations and scope easy to scan
• Add 1–2 bullets showing decision-making (budget shifts, prioritisation, stakeholder outcomes)
• If confidential, anonymise with ranges/percent changes rather than removing outcomes
• Proofread for consistency: formatting, tense, metric style, acronyms

CTA: Want executive-level feedback before you apply?

If you’d like a second set of eyes from a UK CV specialist, start here:

• Free CV Review (priority): https://brendanhope.com/free-cv-review/
• Prefer a quick conversation first? Intro booking call: https://brendanhope.com/intro-booking-call/

FAQs

How long should a marketing executive CV be in the UK?

Most marketing executive CVs win at 2 pages in the UK. If you’re genuinely senior with a complex scope, a tightly edited 3-page CV can work, but only when every section adds commercial proof.

Should I include a portfolio link?

If you have a portfolio, yes, but keep it selective and confidential. Include 2–4 examples aligned to the role (campaign, landing page, email journey, event plan) and summarise outcomes without revealing sensitive data.

How do I tailor my marketing executive CV quickly?

Mirror the job ad’s core language in your title, skills block and top achievements:

• Pick 6–10 relevant keywords
• Align your top 3–5 wins to the employer’s priorities (growth, acquisition, retention, events, brand)

What if I can’t share revenue or pipeline numbers?

Use percent change, ranges, or proxy metrics:

• “Influenced £200k+ pipeline” to “Influenced six-figure pipeline”
• “Revenue” to “lead quality and conversion uplift”
• “Budget” to “managed monthly paid spend” (no exact figure)

When should I consider an executive CV writing service?

If you’re targeting Head of Marketing / Director roles, or your CV needs repositioning around leadership and commercial narrative, a specialist approach can help. This page explains what “executive-level” CVs typically require:
https://brendanhope.com/cv-services/cv-writing-service/executive/

Closing thought

A marketing executive CV that wins interviews is simple: clear scope, credible outcomes, channel proof, and recruiter-friendly structure. Use the examples and KPI bank above to replace vague activity with evidence — and you’ll look immediately more senior, even before the interview.

For tailored feedback, start with a Free CV Review: https://brendanhope.com/free-cv-review/