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Marketing skills needed to land a great job

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 workshops and 1-on-1 sessions. Check out my article on marketing skills.

Whether you have just finished college, a bootcamp or certificate course, or if you are trying to transition from a different role, looking for your first digital marketing position can be difficult. There are a lot of elements that go into being successful in this type of role. So, it is important to showcase that you have the right marketing skills for the job.

We have worked with many people through their job search, ultimately helping them land great roles in digital marketing. A lot of this success comes from showing recruiters and hiring managers that they have the skills to make them impactful for the company. To do this, make sure you read the job description carefully and include the necessary marketing skills on your resume.

Content creation and SEO

While digital marketing can pertain to many things, most people in this role will be responsible for creating content, like blog posts, videos, websites, social media posts, and more. Content writing, some level of video production, and knowledge of search engine optimization (SEO) best practices are essential to success in a digital marketing position. Familiarity with a content management system (CMS) like WordPress is often helpful, too. Often, it can be a differentiator between you and a competitor when applying for entry level marketing positions. If you have not used a CMS in the past, sign up for WordPress on your own. Then, build your portfolio there, so that you can spend some time getting to know the system.

To showcase your abilities with these topics, you should include a designated skills section on your resume. Also be sure to include a portfolio of the content you have created for previous roles or projects. For more information on how to build a strong marketing portfolio, check out our guide.


In order to determine if a campaign, website, or product is successful, marketers need to look at the analytics. Services like Google Analytics, Optimizely, and VWO help keep the metrics and data. This keeps you organized for launches, continual tracking, and A/B tests. Recruiters and hiring managers want to make sure that they are hiring employees who can work independently and manage each element of their role. So, a strong understanding of analytics is important to success in digital marketing. You can show your mastery of this topic by quantifying your successes on your resume. Also, add the analytics tools that you use to the skills section on your resume.

Email marketing

Some roles are more focused, like email marketing manager. But, if you are looking for a general digital marketing role, you will likely find yourself working on some email marketing campaigns. Often this includes lead nurturing and one-off promotional emails. You should be able to show you have some experience writing email copy, creating simple designs, and analyzing open rates, click-through-rates, and conversions. Most companies use a service like Mailchimp or Pardot. So, learn the basics of these programs and note your proficiency on your resume.

Paid marketing 

Knowledge of search engine marketing (SEM) and pay-per-click (PPC) advertising are also important to success in a digital marketing role. Both of these are forms of paid marketing. That means that the company is paying money for the user to see the piece of content or advertisement. If you don’t have any experience in these subjects from internships or previous positions, consider taking an online course or reading some information about them so that you are familiar if asked in an interview.

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Pathrise is a career accelerator that works with students and professionals 1-on-1 so they can land their dream job in tech. If you want to work with any of our mentors 1-on-1 to help you land a great job in marketing, become a Pathrise fellow.

Apply today.

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