Why you need a marketing strategy for your CV

5 May

"I don't know what to include (or leave out) in my CV".

I hear that at least once a day, if not more. Sounds familiar?

Well, in this month's blog post, I come bearing the ultimate gift, dear marketer friend: a step-by-step practical, and actually actionable CV guide. But before we jump into the nitty-gritty, let's set up the scene.

Ever heard the saying "the cobbler always wears the worst shoes"? Probably one of my favourite French expressions - because it's painfully accurate in so many situations. You see where I’m going with this, right?

I know you’re doing an incredible job marketing the 💩* out of the brand/company/product/client/(insert cool thing here) you work with…

But today? It’s about you. I want you to hit pause and ask yourself: “how can I market the 💩* out of myself with a badass CV?”

📝 Got your latest CV nearby? Good.
🥤 Got a cuppa? Even better.

Let’s work through this together.

Key sections your CV should include - in that order:

Header:

Name, phone number, professional email, LinkedIn, city (e.g., London)
Optional: link to portfolio or personal site - if relevant

Summary/profile:

3–4 line overview of your experience, focus areas, and what makes you stand out - more on that further down

Key skills:

Bullet-point or column layout - feel free to use categories and think "is this easy to read and showcase quickly my expertise?"

Professional experience:

Include company name, your role, dates, and 3–5 concise, quantified points per job
Use bullet points that show impact, KPIs, and achievements - more on that further down

Education & certifications:

Degrees with dates and universities
Relevant qualifications (e.g., CIM, Google Ads certifications)

The CV golden rules:

Do:

Keep it to 2 pages
No matter your seniority. Anything longer is rarely read and can come across as unfocused. Anything shorter can raise suspicion and make it seem like you're lacking experience or confidence.
Include a punchy summary section at the top
3-4 lines that highlight your areas of expertise, sector experience, and key skills (e.g., SEO, CRM, performance marketing). Think of it as your personal elevator pitch!
Back up your work with KPIs and metrics
Swap vague lines like “ran successful campaigns” for impact-driven statements like “increased lead conversion by 35% YoY” or “grew email list from 15k to 50k in 12 months.”
Tailor your CV to each role
Scan the job description for keywords and reflect those in your CV, especially in the summary and experience sections. ATS bots and hiring managers alike will thank you.
Make it visually clean and skimmable
Use consistent formatting, bullet points, clear headings, and plenty of white space. Think “user experience” for a time-poor recruiter.

Don’t:

Include a photo
UK norms are firmly in the “no photo” camp. It’s unnecessary and may introduce unconscious bias - better to keep the focus on your skills and experience.
Be vague or use buzzwords without substance
Avoid empty phrases like “team player” or “dynamic thinker” unless you’re backing them up with examples. Show, don’t tell.
List every single responsibility
Focus on achievements, impact, and progression, not just what was in your job description. Use the STAR method (Situation, Task, Action, Result***) to guide you.
Use the same CV for every job
Generic = forgettable. Slight tweaks based on the role and company go a long way (see above: “Tailor your CV to each role”).
Include irrelevant roles (e.g., your bar job from uni)
Unless you're early in your career and using it to highlight transferable skills, leave it out. Keep a “master CV” with all your experience, and create tailored versions from that depending on the role you apply to. 🤸‍♀️

Bonus tips:

‍💻 Make sure your LK matches your CV - LinkedIn = Your CV’s public twin

💥 Use action verbs - "Launched" "Delivered" "Led" instead of "worked on..."

👌 PDF, always - Or if it's in another format, make sure it's ATS friendly

👀 Get a fresh pair of yes on it - Think friend, colleague, coach, mentor!

To keep in mind:

A recruiter spends 6 to 8 seconds scanning a CV initially
That's why making your CV visually clean, keyword-optimised, and achievement-led is the name of the game
Put your marketer hat on and think: "is this CV showcasing me and my accomplishments in a true light?"
If the answer is not or you're hesitating, go back and work on it until you reach that point

Food for thought: how can you make sure your CV CTA is to get you in for that interview?

🚨 PS: Need further help with your CV? Feel free to book some time together here, and we'll get you sorted, you legend!

* Excuse my French, and appreciate you sticking with me for two rounds of 💩💩

** These recommendations are based on the UK market requirements. Depending on your location, there might be a photo required, etc. For any questions about your local market, book a chat with me or drop me a DM on LinkedIn.

*** For more information about the STAR method - helpful both for the CV and interviews, click here.