Top 12 Marketing Communications Skills to Put on Your Resume

In today's fast-paced digital landscape, marketing communications professionals need a robust set of skills to stand out in the job market. This article outlines the top 12 skills you should highlight on your resume to demonstrate your ability to create impactful, cross-channel messaging that resonates with diverse audiences.

Marketing Communications Skills

1. SEO
2. SEM
3. Analytics (Google Analytics 4)
4. CRM (Salesforce)
5. CMS (WordPress)
6. Email (Mailchimp)
7. Social Media (Hootsuite)
8. PPC (Google Ads)
9. Graphic Design (Adobe Creative Suite)
10. Video Editing (Final Cut Pro)
11. Content Management (HubSpot)
12. Project Management (Asana)

1. SEO

SEO, or Search Engine Optimization, means shaping site structure and content so search engines can find, understand, and rank your pages. Done well, it nudges more of the right people to your doorstep without paid spend.

Why It's Important

SEO amplifies discoverability. More qualified organic traffic means stronger brand visibility, richer engagement, and compounding results that don’t vanish when the ad budget pauses.

How to Improve SEO Skills

Polish the foundations and keep iterating:

1. Keyword Research: Identify relevant, high-intent terms and questions. Think topics, not just single phrases. Use reputable keyword tools and your own search results analysis.

2. Quality Content: Create helpful, original content that answers real user needs. Depth, clarity, and freshness matter. Demonstrate expertise, experience, authority, and trust.

3. On-Page SEO: Align titles, meta descriptions, headers, internal links, and structured data with search intent. Keep URLs clean. Avoid keyword stuffing.

4. Mobile Optimization: Ensure fast, responsive pages. Test across devices. Core Web Vitals aren’t optional anymore.

5. Backlinks: Earn links through standout resources, partnerships, and digital PR. Quality beats quantity every time.

6. Page Speed: Compress images, defer non-critical scripts, leverage caching, and measure often. Speed boosts UX and rankings.

7. Social Signals: While not a direct ranking factor, social sharing can accelerate discovery and amplify reach, which can indirectly help.

Work systematically. Track results, refine, repeat.

How to Display SEO Skills on Your Resume

2. SEM

SEM (Search Engine Marketing) boosts visibility in search results through paid placements. It’s about matching intent with timely, targeted ads and landing pages that don’t squander the click.

Why It's Important

Paid search delivers speed, precision, and measurable outcomes. When you need demand now—or to test messages quickly—SEM opens the throttle.

How to Improve SEM Skills

Focus on control and clarity:

1. Keyword Strategy: Blend high-volume and long-tail terms. Segment match types. Keep a sharp negative list.

2. Ad Copy: Write crisp, benefit-led headlines and CTAs. Test variations relentlessly. Reflect the user’s query and intent.

3. Landing Page Relevance: Align message, offer, and page experience. Fast loads. Clear value. Minimal friction.

4. Bid Strategies: Use automated bidding aligned to goals (CPA, ROAS) and feed it clean conversion data.

5. Ad Extensions: Add sitelinks, callouts, structured snippets, and other extensions to expand real estate and context.

6. Audience Layers: Apply remarketing, in-market, and customer lists. Adjust bids by value.

7. Measurement: Track conversions end-to-end. Pair platform data with analytics to spot gaps and scale winners.

Trim waste. Fund what works. Keep learning.

How to Display SEM Skills on Your Resume

3. Analytics (Google Analytics 4)

Google Analytics 4 (GA4) tracks events and user journeys across devices, revealing how people find, engage, and convert. Less pageview obsession, more lifecycle clarity.

Why It's Important

Analytics underpins smart messaging. You see what lands, where users falter, and which channels actually move revenue—not just clicks.

How to Improve Analytics (Google Analytics 4) Skills

Make the data trustworthy, then actionable:

1. Define Conversions: Set clear conversion events and key steps (micro and macro). Map to business goals.

2. UTM Hygiene: Standardize campaign tags so sources stay clean and comparisons stay honest.

3. Audiences & Segments: Slice by behavior, acquisition source, and lifecycle stage to surface patterns.

4. Event Tracking: Track downloads, video plays, form interactions, and key UX events with a clear schema.

5. Enhanced Measurement: Enable built-in tracking where it makes sense. Validate in real time.

6. Explorations: Use funnel, pathing, and cohort analyses to diagnose drop-offs and retention drivers.

7. Integrations: Connect GA4 with Google Ads and Search Console for a fuller acquisition picture.

8. Governance: Audit regularly. Check filters, data streams, consent mode, and user access.

Good data begets good decisions. Document everything.

How to Display Analytics (Google Analytics) Skills on Your Resume

4. CRM (Salesforce)

Salesforce centralizes customer data and interactions. With the right setup, it powers targeted journeys, cleaner pipelines, and messaging that doesn’t miss the mark.

Why It's Important

Unified profiles allow consistent, personalized communication across email, ads, web, and service. That coherence earns trust—and repeat business.

How to Improve CRM (Salesforce) Skills

Turn your CRM into a growth engine:

1. Marketing Automation: Connect Marketing Cloud or Account Engagement (formerly Pardot) to orchestrate journeys, score leads, and nurture effectively.

2. Communities and Portals: Use Experience Cloud to share resources, collect feedback, and deepen engagement.

3. Personalization: Leverage Einstein features to segment, recommend, and trigger messages based on behavior and propensity.

4. Mobile-Ready: Ensure templates and journeys render beautifully on phones. Test frequently.

5. Analytics: Pair Salesforce reports with Tableau or built-in intelligence to evaluate campaign ROI, velocity, and retention.

6. Data Quality: Standardize fields, dedupe often, and enrich where appropriate using Salesforce Data Cloud or vetted enrichment providers.

7. Enablement: Keep teams current through Trailhead modules and internal playbooks. Process clarity prevents chaos.

Clean data in. Clear actions out. Better outcomes.

How to Display CRM (Salesforce) Skills on Your Resume

5. CMS (WordPress)

WordPress lets teams publish and adapt content fast. Flexible themes, plugins, and workflows make it a dependable hub for brand storytelling.

Why It's Important

Marketing moves quickly. A capable CMS keeps content accurate, consistent, and on schedule—without lining up developers for every tweak.

How to Improve CMS (WordPress) Skills

Build speed and stability into your stack:

1. SEO Foundations: Configure titles, metas, breadcrumbs, and schema via reputable SEO plugins. Keep sitemaps clean.

2. Mobile Responsiveness: Choose modern, responsive themes and test across devices.

3. Performance: Use caching, image compression, and a CDN. Trim heavy plugins.

4. Personalization: Consider rules-based content variations to match visitor behavior or source.

5. Social Integration: Embed feeds or share widgets thoughtfully, keeping load times lean.

6. Security: Harden logins, enable firewalls, run regular scans, and keep everything updated.

7. Analytics: Connect GA4 and search tools. Track content performance and on-site journeys.

8. Lead Capture: Implement proven forms, pop-ups, and CTAs with sensible frequency caps.

Keep your site tidy. Your audience—and search engines—will reward it.

How to Display CMS (WordPress) Skills on Your Resume

6. Email (Mailchimp)

Mailchimp helps you craft, schedule, and automate campaigns. From announcements to journeys, it’s a direct line to the inbox.

Why It's Important

Email remains personal, measurable, and cost-effective. When segmented and timed right, it pulls its weight across the funnel.

How to Improve Email (Mailchimp) Skills

Precision beats volume:

1. Segmentation: Group by behavior, lifecycle stage, and preferences. Send fewer blasts, more relevance.

2. Personalization: Use merge tags and dynamic content to speak directly to needs and context.

3. Subject Lines: Test for clarity and curiosity. Keep them tight and honest.

4. Responsive Design: Use templates that render cleanly on mobile and desktop. Preview before you press send.

5. Automation: Build welcome series, re-engagement flows, and post-purchase follow-ups. Triggered emails compound results.

6. Reporting: Track opens (with caveats), clicks, conversions, and revenue. Iterate based on what lifts intent.

Respect the inbox. Deliver value. Unsubscribes will shrink and conversions climb.

How to Display Email (Mailchimp) Skills on Your Resume

7. Social Media (Hootsuite)

Hootsuite centralizes planning, publishing, listening, and reporting across platforms. One cockpit, multiple channels.

Why It's Important

It saves time, enforces cadence, and surfaces what resonates so your team can engage thoughtfully instead of scrambling.

How to Improve Social Media (Hootsuite) Skills

Make consistency your advantage:

1. Content Calendar: Plan campaigns, moments, and recurring series in advance using the Planner. Maintain rhythm without going robotic.

2. Analytics: Review performance by post type, topic, and time of day. Double down on formats your audience actually shares.

3. Automation: Automate routine tasks and basic replies, but keep human oversight for nuance.

4. Engagement: Monitor mentions and comments in one stream. Respond quickly, escalate smartly, and log insights back to content.

5. Training: Level up through Hootsuite Academy courses and internal playbooks. The landscape shifts fast.

Post with purpose. Measure, then adjust. Repeat.

How to Display Social Media (Hootsuite) Skills on Your Resume

8. PPC (Google Ads)

With PPC, you pay for the click and fight for the conversion. Google Ads puts you in front of people the moment they’re searching.

Why It's Important

Immediate visibility, precise targeting, and crisp attribution make PPC a reliable lever for both testing and scaling.

How to Improve PPC (Google Ads) Skills

Dial in relevance and efficiency:

1. Keyword Management: Expand winning terms, pause laggards, and keep negatives fresh.

2. Ad Relevance: Use responsive search ads with multiple strong headlines and descriptions. Mirror intent.

3. Landing Experience: Speed, clarity, and a single next step. Align messaging from query to page.

4. Extensions: Add sitelinks, callouts, prices, and structured snippets to raise CTR.

5. Bid Strategies: Test tCPA and tROAS where you have reliable conversion data; phase in changes gradually.

6. Testing: A/B test copy, creatives, and pages. Iterate weekly, not yearly.

7. Attribution: Review assisted conversions and search terms reports to see true contribution.

It’s a feedback loop. Listen to the data and prune ruthlessly.

How to Display PPC (Google Ads) Skills on Your Resume

9. Graphic Design (Adobe Creative Suite)

Design translates strategy into visuals. With Photoshop, Illustrator, and InDesign, you craft assets that stop the scroll and carry a message.

Why It's Important

Strong visuals boost comprehension and recall. They frame your brand’s voice and help complex ideas land in seconds.

How to Improve Graphic Design (Adobe Creative Suite) Skills

Sharpen the eye, then the tools:

1. Principles First: Master hierarchy, contrast, spacing, and color theory. These rules do the heavy lifting.

2. Tool Proficiency: Practice workflows relevant to marketing—social graphics, ads, one-pagers, and presentations.

3. Practice Projects: Build campaign mockups. Recreate designs you admire to learn how they’re constructed.

4. Feedback Loops: Share work, gather critiques, iterate quickly. Taste improves with reps.

5. Stay Current: Track trends, accessibility standards, and brand system design patterns.

6. Marketing Context: Tie design choices to audience, funnel stage, and goal. Pretty isn’t the point—performance is.

Design is communication. Make every pixel earn its place.

How to Display Graphic Design (Adobe Creative Suite) Skills on Your Resume

10. Video Editing (Final Cut Pro)

Final Cut Pro enables tight edits, clean color, and sound that supports the story. Marketing videos win when the message flows without friction.

Why It's Important

Video carries emotion and nuance. It’s how you explain, persuade, and showcase—fast.

How to Improve Video Editing (Final Cut Pro) Skills

Cut with intent:

1. Fundamentals: Learn timelines, compound clips, keyframes, and roles. Build muscle memory.

2. Story First: Outline beats. Hook early, deliver value, and land the CTA without clunkiness.

3. Templates & Plugins: Use motion templates and effects to speed production while keeping brand consistency.

4. Color: Apply correction, then grade for mood and brand. Keep skin tones natural.

5. Audio: Level dialogue, reduce noise, and add tasteful music or SFX. Bad audio ruins great footage.

6. Analyze: Review retention curves and engagement. Adjust pacing and thumbnails accordingly.

7. Practice: Ship often. Short projects teach quickly.

Attention is scarce. Earn it with clarity and rhythm.

How to Display Video Editing (Final Cut Pro) Skills on Your Resume

11. Content Management (HubSpot)

HubSpot streamlines planning, creation, publishing, and reporting across blog, email, and social. One platform, fewer silos.

Why It's Important

Consistent messaging needs organized systems. HubSpot connects content and contacts so personalization feels natural, not forced.

How to Improve Content Management (HubSpot) Skills

Structure, optimize, and automate:

1. Topic Clusters: Organize content around core themes. Build internal links that help both users and search engines.

2. SEO Tools: Apply recommendations, tidy metadata, and maintain a sensible linking strategy.

3. Analytics: Track content by topic, channel, and lifecycle stage. Retire or refresh underperformers.

4. Automation: Use workflows for distribution, lead nurturing, and handoffs to sales or success.

5. Personalization: Employ smart content and tokens to adapt CTAs, modules, and emails by segment.

6. Campaigns: Group assets under campaigns to see channel interplay and true impact.

7. Enablement: Tap HubSpot Academy courses and maintain internal governance for naming, tagging, and access.

Content gets better when your system does.

How to Display Content Management (HubSpot) Skills on Your Resume

12. Project Management (Asana)

Asana corrals briefs, tasks, deadlines, and handoffs so marketing campaigns move in sync.

Why It's Important

Clear plans, visible owners, and predictable timelines reduce last-minute chaos. Teams ship more, with fewer surprises.

How to Improve Project Management (Asana) Skills

Make work visible and repeatable:

1. Goals & Briefs: Define objectives up front. Tie tasks to outcomes, not just activity.

2. Templates: Create templates for recurring launches, content cycles, and events to enforce consistency.

3. Structure: Use sections, custom fields, and tags for prioritization and reporting clarity.

4. Timeline & Calendar: Map dependencies, watch for collisions, and smooth workloads.

5. Integrations: Connect chat, file storage, and design tools so context lives with the work.

6. Rituals: Hold brief stand-ups and regular reviews. Adjust scope or resources before deadlines slip.

7. Feedback: Standardize intake with forms and keep feedback in one place. Version chaos, tamed.

8. Mobile: Encourage quick updates on the go to keep momentum.

Great project management feels almost invisible. That’s the point.

How to Display Project Management (Asana) Skills on Your Resume