Photo of how to build a strong marketing portfolio

How to build a strong marketing portfolio

Hi, I’m Polina! Formerly, I worked as a senior digital marketing manager and now I am the marketing mentor at Pathrise. I help job-seekers prepare for their future in digital marketing through technical workshops and 1-on-1s. Check out my article with information on how to build a strong marketing portfolio.

As the number of applicants for new grad and entry level marketing positions grow, it’s imperative that you differentiate yourself from the competition. Your resume is a good way to tell an interviewer about your background and experience. But, a portfolio is how you can show them. We want to outline everything you need to know to build the strongest marketing portfolio you can to land your dream job.

Where should you build it?

The site you use to build your portfolio should depend on the type of work you are planning to showcase. If you are a content writer, a WordPress blog or Medium page should be a good place for you to house your posts.

For a more robust marketing portfolio, look to Squarespace, Weebly, or Wix to build your own website. You can have more freedom with the look and feel of the page. Though you might have to spend more time building and designing, it will be worth it when the recruiter reviews it.

What should your portfolio homepage look like?

Just like anything else, you should make it as easy as possible for your reader. The homepage of your portfolio should be neat and clean, and clearly demonstrate:

  • What skills you have
  • Your experience applying those skills
  • The results

Don’t be afraid to show your personality – it lightens the mood and reminds the reader that you are human. This should be a living, breathing website, so keep it updated with your most recent work or even what is inspiring you lately.

A good example of an effective portfolio homepage comes from marketing strategist Sarah Karp Ward. When you enter her site, she has her name and skills at the top so you know who she is and what she does. She includes an easy navigation bar and a photo of her dog and the NYC skyline, showing her personality.

Photo of strong marketing portfolio

The goal of the portfolio homepage is to pique your reader’s interest about you and your work. Once that is accomplished, they will click into your projects to learn more about your experiences. These pages are extremely important because they give a look into your real-world work and how you have made an impact.

Checklist: Outline of strong portfolio

  1. Who you are
  2. Your skills
  3. Projects / experiences where you show how you demonstrated those skills
  4. Resume or link to resume

Checklist: Outline of a strong marketing portfolio page

  1. Setup & context
  2. The challenge & problem
    1. High level goals
  3. Your role
    1. The team
  4. Process
    1. How did you work on this campaign, task, problem?
  5. Launch, impact, results
    1. Final outputs
    2. Results
    3. Next steps

Continuing with Sarah’s portfolio, let’s dive into one of her pages on a campaign she worked on for jewelry company, Maison Birks. She explains the background of the project, which is that Meghan Markle has been wearing this jewelry in almost all of her public appearances and she gives the campaign setup, which is posting the photos of Markle on social media for the brand with trackable links to the products. Sarah highlights her role in the campaign and finally, quantifies her impact with the results of the campaigns.

Photo of marketing portfolio

You can also see an abbreviated portfolio page from Anthony Chiaravallo, a marketing strategist. This is a portfolio page for his work a Timberland content marketing campaign. He provides a link to the campaign and a handy checklist of information so that you do not need to spend too much time reading.

Photo of portfolio checklist

With these examples and checklist, you should be able to ready to showcase your work in a strong marketing portfolio that highlights your real world experience. Don’t forget that you should be continually adding to your portfolio with every new project you do, either on your own or in your new work experiences.

Pathrise is a career accelerator that works with students and young professionals 1-on-1 so they can land their dream job in tech. If you want to work with any of our advisors to get help with your marketing portfolio or with any other aspect of the job search, become a Pathrise fellow.

Apply today.

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Featured image photo credit: Campaign Creators

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