Marketing and communication roles demand a dual capability: storytelling and proof. Your CV must do both – clearly narrate what you've built, and provide indicators that demonstrate its success. A creative profile without numbers appears unsubstantiated; a table of KPIs without a story seems interchangeable. The balance between these elements is your competitive advantage.
The Narrative: Tell Campaign Stories, Not Just Tasks
A marketing project should be written like a mini storyboard: a challenge, an idea, execution, results. Pour apprendre à structurer votre CV comme une histoire captivante, consultez notre guide sur l'accroche de CV. 'Managed social media' tells nothing. 'Designed and implemented the Instagram strategy for a D2C brand: weekly video content series, collaborations with ten creators, community growing from 12,000 to 35,000 followers in one year' tells a story where you're the driving force.
Maintain this narrative thread throughout your experience section: the recruiter should perceive your positioning skills, creative judgment, and brand-building approach, not just your tools. This coherence creates desire to meet you, as it suggests an editorial personality.
For junior profiles, this framework also works for academic projects or voluntary experience: student festival of 1,500 attendees, redesigned communications, 40% more registrations than the previous year. Recruiters don't judge the budget size, but the quality of your reasoning and precision of the figures presented.
The Numbers: Which KPIs to Include Based on Your Specialisation
Choose the metrics that your future employer actually tracks. In acquisition, discuss cost per lead, ROAS, customer acquisition cost, and conversion rates. Découvrez notre méthode complète pour quantifier vos résultats et transformer votre CV en un document percutant. In content and SEO, organic traffic, improved rankings, email open and click-through rates. In communications, press coverage, cumulative audience, measured brand awareness. In events, number of registrations, participation rate, attendee satisfaction.
| Specialisation | Key Metrics to Highlight |
|---|---|
| Paid Acquisition | ROAS, CPA, conversion rate, monthly budget managed |
| Content and SEO | Organic traffic, keywords on first page, backlinks obtained |
| Email and CRM | Open rate, click-through rate, revenue per campaign, database size |
| PR Communications | Press coverage, media reach, number of publications featured |
| Social Media | Audience growth, engagement, campaign reach, UGC generated |
Skills and Tools: The Expected Toolkit in 2026
- Analytics and data: GA4, Looker Studio, conversion tracking, A/B testing. Pour comprendre comment les systèmes de suivi automatique lisent votre CV, explorez notre article sur ce qu'est un ATS.
- Advertising: Google Ads, Meta Ads, LinkedIn Ads, budget and bid management.
- Content: SEO copywriting, editorial line, creative briefs, Figma mockups.
- Automation: HubSpot, Brevo, Mailchimp, nurturing scenarios and scoring.
Don't forget the cross-functional skills that make the difference in agencies and companies alike: project management, coordinating freelancers, meeting deadlines and budgets. A marketing project manager who delivers on time and within budget is rare enough to be actively sought by recruiters. Before sending, also check the consistency between your CV, portfolio and LinkedIn profile: recruiters cross-reference all three within minutes.
The Portfolio: Your Visual Proof
In marketing and communication, a link is worth a thousand adjectives. Add an online portfolio: case studies with visuals, before-and-after results, published articles, accessible campaigns. Découvrez comment créer un profil LinkedIn parfait qui complète votre CV et renforce votre marque professionnelle. Ensure every link works and remains publishable; some projects are confidential, so describe them without naming them. With HightCV, a dedicated links section highlights these proofs without cluttering the layout.
Your CV is your first campaign: if it demonstrates that you know how to tell stories and measure results, it perfectly matches the job description.
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