Marketing Manager: resume screening criteria template

Has this person directly influenced revenue or sales pipeline with their marketing work? Strong candidates quantify their contribution to business outcomes, not just marketing metrics.

Strong evidence: Specific phrases: 'generated $X in pipeline,' 'increased qualified leads by X%,' 'improved conversion rate from X% to Y%,' 'contributed to X% revenue growth,' 'reduced cost per acquisition from $X to $Y.' Look for dollar amounts, percentages, and before/after comparisons tied to business results.

Red flag: Resume focuses only on outputs (emails sent, posts published, events held) without connecting to leads, sales, or revenue. Vague claims like 'increased brand awareness' or 'improved engagement' with no business metrics.

Can they plan and execute across multiple marketing channels, not just one specialty? You need someone who understands how channels work together and can allocate budget strategically.

Strong evidence: Resume mentions managing 3+ channels simultaneously (paid search, social ads, email, content, SEO). Phrases like 'managed $X budget across channels,' 'optimized channel mix based on performance,' 'integrated campaigns across email, social, and paid.' Bonus: mentions A/B testing across channels.

Red flag: Experience is limited to one channel (just social media or just email). No mention of budget management or cross-channel strategy. Can't demonstrate understanding of how different channels support each other.

Do they use data to make decisions and optimize campaigns, or do they rely on intuition and best practices? Strong marketers test, measure, and iterate based on what the numbers show.

Strong evidence: Mentions specific tools (Google Analytics, HubSpot, Salesforce, Tableau, Looker). Phrases like 'analyzed performance data to optimize,' 'ran A/B tests that improved X by Y%,' 'used cohort analysis,' 'built dashboards to track,' 'pivoted strategy based on conversion data.' Shows they changed course based on results.

Red flag: No analytics tools mentioned. No examples of testing or optimization. Describes campaigns but never mentions measuring results or making changes based on data. Uses phrases like 'best practices' without explaining how they validated what works.

Can they implement and manage the marketing tools your business needs? Small businesses need someone who can set up systems, not just use what's already configured.

Strong evidence: Lists specific platforms they've implemented or managed: CRM (HubSpot, Salesforce, Pipedrive), email platforms (Mailchimp, Klaviyo, ActiveCampaign), automation tools, landing page builders. Phrases like 'implemented marketing automation,' 'integrated CRM with email platform,' 'built lead scoring model,' 'set up tracking and attribution.'

Red flag: Only lists Microsoft Office or generic skills. No mention of CRM, email platforms, or marketing automation. Experience seems limited to using tools someone else set up. Can't demonstrate technical setup or integration work.

Can they create compelling marketing content themselves, or only manage others who create it? Small businesses need someone who can write copy, not just provide feedback.

Strong evidence: Resume shows hands-on content work: 'wrote website copy that increased conversions,' 'created email sequences with X% open rate,' 'produced case studies and whitepapers,' 'managed company blog with X posts per month.' Portfolio or writing samples mentioned. Specific content types listed (landing pages, ads, emails, blog posts).

Red flag: Only mentions 'managing content strategy' or 'overseeing content team' without evidence of personal creation. No writing samples offered. Describes content in vague terms without mentioning formats, volume, or performance metrics.

Can they develop strategy independently and execute without constant direction? Small businesses need someone who can figure out what to do, not just execute a plan someone else creates.

Strong evidence: Resume shows progression from tactical to strategic roles. Phrases like 'developed marketing strategy,' 'identified new channel opportunities,' 'proposed and launched,' 'independently managed.' Examples of initiatives they started (not just participated in). Mentions working with limited oversight or being the only marketer.

Red flag: All experience is in large companies with specialized roles. Resume only describes executing someone else's strategy or following established playbooks. No examples of starting initiatives or working independently. Needs 'collaborative environment' or 'strong team support' (code for needs hand-holding).