How to write it
Budget is the fastest signal of seniority
A marketer who has managed $3M in annual spend and one who has managed $30k are trusted with different decisions, and no amount of campaign description communicates the difference. Put the figure in the summary.
Include whether it was yours to allocate or yours to execute, because that's the real question. "Own a $3.2M annual paid budget" and "executed campaigns within a $3.2M budget" are honest about two different levels of responsibility, and reviewers can tell which one you're claiming.
Efficiency metrics beat volume metrics
Impressions, reach, followers and traffic are volume metrics, and they can all be bought. CAC, ROAS, cost per lead and conversion rate are efficiency metrics, and they can only be improved by doing the job well. Lead with the second kind.
The strongest form is efficiency and volume together — "cut blended CAC 38% while monthly signups doubled" — because it forecloses the obvious objection that you simply reduced spend on the expensive channels.
- CAC or CPA, before and after, with the spend level
- ROAS or ROI, by channel
- Conversion rate at a named step of the funnel
- Pipeline or revenue attributed, and the attribution model
- Organic sessions or rankings, with a timeframe
Name the channels, because they're different jobs
"Digital marketing" spans paid acquisition, SEO, content, lifecycle, brand, events and product marketing. Hiring teams have a specific gap, and they search for the channel that fills it.
So be explicit and ordered: paid search and social first if that's your strength, SEO if it's that. A resume that claims all seven equally reads as a generalist at a small company — which is a real and valuable profile, but should be described honestly as breadth rather than as depth in each.
Say whether you did it or managed it
There's an enormous practical difference between a marketer who builds campaigns in the ad platform and one who briefs an agency, and both are legitimate. The problem is a resume that lets the reader assume the first when the truth is the second, because it falls apart in an interview with anyone technical.
Handle it directly: "manage 2 specialists and a $400k/year agency relationship, which I brought in-house for paid social" describes management and hands-on capability, and it's checkable.
Be honest about attribution
Everyone in marketing knows attribution is contested, so an unhedged claim to have generated a revenue number reads as either naive or dishonest. Naming the model costs you nothing and buys credibility: attributed, last-touch, blended, incremental.
It also signals analytical maturity. A candidate who says "$1.1M in attributed revenue" is telling a hiring manager they understand the limits of their own numbers, which is exactly the person you'd trust with a budget.