Resume Writing Tips for General Manager Marketing & Sales

Introduction

In the high-stakes world of marketing and sales leadership, a strong resume does more than list your experience — it tells the story of your career trajectory, demonstrating your ability to drive revenue growth, build winning teams, and innovate strategies. For a General Manager role, recruiters look beyond basic job duties; they seek evidence of strategic thinking, leadership impact, and measurable success. An effective resume bridges this gap clearly and persuasively, while also navigating Applicant Tracking Systems (ATS) to ensure your candidacy is seen.

1. Resume Summary

Your resume summary is the elevator pitch that introduces who you are as a leader. Keep it concise (3-4 sentences), results-oriented, and tailored specifically for a General Manager position in Marketing & Sales. Highlight your years of experience, core competencies, and key achievements, incorporating relevant keywords for ATS.

Example: “Dynamic General Manager with 12+ years driving multi-million dollar revenue growth across B2B and B2C markets. Proven track record of spearheading integrated marketing and sales operations, building high-performing teams, and delivering 25% year-over-year sales increases through data-driven strategy and innovative campaigns.”

2. Key Skills

List at least 10 relevant skills to position yourself as a versatile leader capable of managing diverse marketing and sales functions. Include both hard and soft skills critical for the role.

• Strategic Sales Planning
• Digital Marketing & Automation
• Revenue Growth & Forecasting
• Team Leadership & Development
• Customer Relationship Management (CRM)
• Market Analysis & Competitive Intelligence
• Budgeting & P&L Management
• Cross-functional Collaboration
• Brand Management
• Data Analytics & Reporting

3. Achievements vs. Responsibilities

Focus predominantly on achievements that quantify your impact rather than listing generic responsibilities. Use metrics to demonstrate how your leadership translated into tangible business results.

For example, instead of “Managed sales team,” write “Led sales team of 25, boosting annual revenue by 30% and increasing client retention rates by 15%.” This approach differentiates your resume and directly shows value to your prospective employer.

4. Tailor to Job

Each job description has unique requirements. Customize your resume keywords, skills, and accomplishments to align closely with the specifics of the job listing. Highlight experiences and achievements that match the company's industry, scale, and strategic priorities to improve ATS scores and recruiter engagement.

5. Tools

• Salesforce CRM
• HubSpot Marketing Hub
• Google Analytics
• Tableau & Power BI
• Microsoft Excel (Advanced)
• Marketo
• LinkedIn Sales Navigator
• Adobe Creative Suite
• SEMRush
• Slack & Microsoft Teams

6. Metrics

• Percentage increase in sales revenue (e.g., 30% YoY growth)
• Customer acquisition or retention rates (e.g., 15% increase)
• Market share growth (e.g., expanded market share by 5%)
• Team size and leadership outcomes (e.g., led team of 25)
• Cost savings or efficiency improvements (e.g., reduced marketing costs by 20%)

7. Education

• MBA in Marketing or Business Administration (preferred)
• Bachelor’s Degree in Marketing, Business, or related fields

8. Format

• Use a clean, professional layout with clear headings and bullet points
• Ensure consistency in font type, size, and spacing for readability

9. Concise

Keep your resume to two pages maximum. Use concise language focused on impact and results rather than long paragraphs. Prioritize the most recent and relevant experiences to avoid clutter.

10. Bonus

• Include certifications like Google Analytics, HubSpot Inbound Sales, or PMP to boost credibility
• Add a brief section for professional affiliations or speaking engagements to demonstrate industry involvement

Examples

• “Increased overall sales revenue by 35% within 18 months by launching a targeted digital campaign and restructuring sales territory assignments.”
• “Spearheaded a cross-functional team to implement a new CRM system, improving lead qualification rates by 40% and shortening sales cycle by 25%.”

Conclusion

A compelling resume for a General Manager in Marketing & Sales must showcase leadership, strategic thinking, and analytical capabilities. By quantifying your achievements, tailoring your resume to job descriptions, and highlighting your proficiency with marketing and sales tools, you present yourself as an impactful leader ready to drive business growth. A crisp, well-formatted, and metrics-based resume ensures your story stands out not only to hiring managers but also ATS software, accelerating your path to the next career milestone.