Marketing Portfolios: 6 Crucial Components To Building One

By Indeed Editorial Team

Updated July 14, 2022 | Published April 5, 2021

Updated July 14, 2022

Published April 5, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Image description

An illustration of someone holding their briefcase with what looks like a star in the center of the flexible case.

Companies rely on a number of people on their marketing teams to provide engaging content and enticing campaigns. Oftentimes, people in these roles use marketing portfolios to land jobs and highlight their skills and abilities. If you want to advance your marketing career or you're just getting started, it's important to have an impressive portfolio.

In this article, we explain who is expected to have a marketing portfolio, six important elements of stand-out portfolios and eight steps for designing the perfect one.

What is a marketing portfolio?

A marketing portfolio is a physical or digital tool for highlighting your achievements and skills in marketing. Marketing jobs often rely on a person's ability to develop concepts, create designs and format marketing content or plans. Portfolios are a visual representation of those abilities. Using a marketing portfolio is common practice for people in these 10 marketing careers:

  • Marketing specialist

  • Marketing analyst

  • Chief marketing officer

  • Advertising coordinator

  • Digital marketing manager

  • Brand manager

  • Public relations manager

  • Social media manager

  • Web content writer

  • Web content producer

Why you need a marketing portfolio

Marketing portfolios are important for starting, developing and continuing your marketing career. By creating a portfolio, you allow your work to speak for itself, and by using a porfolio, you can design language and imagery that can help solidify your personal brand and reputation. People use their portfolios to help boost their chances of being hired for a position or impressing recruiters. People can also use their portfolios to improve their industry credibility.

Related: 20 Fastest-Growing Jobs Markets To Consider

6 crucial components of a marketing portfolio

Here are the six most crucial elements to include when designing your marketing portfolio:

1. Professional headshot

Your marketing portfolio should include a professional headshot. Specific marketing job type and your personal brand, you may choose to use a photo that features a polished executive look or one that showcases your creative style or unique flair.

When creating a digital portfolio, it's common to include a headshot on your main home page, contact page or bio page. Including one or more photos helps personalize your marketing portfolio and gives the viewer a feeling that they are meeting with you face-to-face.

2. Short biography

It's important to include a short biography section as a part of your marketing portfolio. 'Bio' or 'about me' are common titles for this type of section, and you may choose to dedicate a small space or an entire page for this information.

Your portfolio biography is a little like a professional summary, and it should outline your main achievements and credentials. I meant for people to include their professional goals or a personal story in their biographies. Adding details like this helps to personalize your portfolio and connect you with the viewer or reader.

Related: How To Answer “Tell Me About Yourself” in a Job Interview

3. Personal branding statement

A personal branding statement is a one or two-sentence statement that helps to find who you are as a professional. It's typically catchy or clever, and it should be authentic and unique to who you are and what you represent at work. This statement acts as a snippet of your values or beliefs regarding work, and it should contribute to your overall personal and professional brand.

When designing your marketing portfolio, you're highlighting your professional brand and showcasing how your work and ideas are distinguishable from other people in the industry. For this reason, your personal branding statement should appear at least once in your portfolio. Some people choose to include this statement in their biography section or main homepage, and others incorporate it on every page of their marketing portfolio.

Read more: How To Create an Impactful Personal Branding Statement

4. Samples of your work

The primary reason to create a marketing portfolio is to display examples of your work. Depending on the type of marketing position you hold, you'll want to showcase work that you're responsible for creating, launching or promoting. This may include images, graphic designs, web content or social media engagement.

Before directly uploading or downloading any images or other materials, it's important to showcase to your employer your rights to the material. If a current or previous employer has proprietary ownership over material that you've created, avoid uploading or inserting exact language or images, and consider using links to their public company web page or social media site.

5. Resume

While you're marketing portfolio may seem like an extended version of a visual resume, it's important to include a link to your actual resume. Including your professional resume helps to give context to your work and the images and ideas you choose to showcase.

Remember that your resume should include a professional introduction and a list of your work-related experiences, credentials and skills. Before uploading your document, review your work to make sure that the formatting is consistent and visually appealing. You may also find it helpful to use adding software or show your resume to a trusted friend or colleague to ensure that it is error-free and ready for online publication.

Read more: Marketing Resume Tips (With 11 Example Marketing Resumes)

6. Awards or praise

One benefit of using a marketing portfolio is the option for available space. In contrast to a traditional resume, employers and recruiters expect to see multiple pages within your portfolio. Dedicate a section or page to awards or accolades that you've received. You can include quotes regarding quotes or testimonials, and you can even include links to letters of recommendation.

Related: How To Include Awards and Achievements on Your Resume

How to create a marketing portfolio

Here are eight steps to follow for designing, creating and promoting your marketing portfolio:

1. Think about your intentions

When you decide to create a marketing portfolio it's important to first think about what your intentions are for creating your portfolio. Maybe you want to showcase what you learned during your formal education so you can start your first professional job, or maybe you want to boost your credibility or further your career.

Make a list of what you would like your portfolio to say about you, and brainstorm ways to incorporate those ideas and feelings into your finished product. It's also helpful to set aside some time to think about the marketing projects you're most proud of. Make sure to locate digital images or links for those items so you can best describe or highlight your career successes.

Related: What Is a Work Portfolio? (Plus How To Build One)

2. Decide on a platform

Modern marketing portfolios are usually web-based. You may choose to create a video or video channel, or you can showcase your work using a personalized website. You may choose to build a website yourself, or you can choose from a variety of free or low-cost website design platforms. Using a website builder can help someone create a distinctive portfolio, even if they have limited experience in graphic design or programming.

Most website builders have a large array of formatting options and navigation tools, and many can even help you secure domain name. Research the prices, design options and level of technical support available for multiple website builders, and make a selection that best suits your needs.

3. Choose a theme and format

When creating a marketing portfolio, the theme and format you choose is extremely important. Marketing is often reliant on a person's ability to grab an audience's attention using images, creativity and style.

When creating a marketing portfolio, remember that the product you're pitching is your skill, ability and personality. Whether you choose a sleek and streamlined look, or a dynamic and bold aesthetic, it's important that your design theme matches your personality, content and intention for creating your portfolio.

Related: How To Design a Portfolio Cover Page

4. Create a visually compelling homepage

Your home page is the first page that a reader or viewer sees when they open your marketing portfolio. Think of this page as the foyer of your home or the book jacket to your personal biography. It should be inviting and engaging and it should compelling the reader to continue viewing and navigating your portfolio.

Related: Portfolio or Resume? When To Use Each

5. Make sure it's easy to navigate

Ideally, your portfolio should be made up of multiple clickable pages. Each page should be visually uncluttered, and it should be easy for the eye to follow. Ensure that you select fonts that are easy to read whether someone is viewing your portfolio on a computer screen, phone or tablet. Use buttons and navigation tools that make it simple to move from one page to another within your site. Consider using tabs or buttons for these 10 elements of your portfolio:

  • Homepage

  • About me

  • Contact information

  • Resume

  • Personal and professional goals

  • My best work

  • Professional accomplishments

  • Social media

  • Marketing theory or strategy

  • Professional reviews

Related: How To Send a Portfolio (With Tips

6. Insert information and details

Use the notes you created about your intentions for your portfolio, as well as your digital resume and electronic images or links to add your personal information and examples of your work to your portfolio. Remember that your portfolio does not have to include every creative marketing content or design ideas that you've developed, but rather it should showcase and highlight your most impressive or successful products, endeavors or accomplishments.

7. Consider purchasing a domain name

If you use a portfolio maker or website builder to create your marketing portfolio, you may be automatically given a web address for your page. Consider purchasing a unique domain name or web address to make your marketing portfolio easier to find on the web. Having your own web address can make your marketing portfolio memorable, and it can also add credibility to your overall finished product.

Related: How To Create a Professional Email Account in 5 Steps

8. Promote your marketing portfolio page

After you have designed an online marketing portfolio and inserted examples of your best work, it's important to promote what you've done. Use social media and any other professional profiles or accounts you may have, to let people know about your marketing portfolio. You can also add a link to your portfolio page in the header section of your resume to give potential employers or recruiters access to your marketing ideas and designs.

Related: A Day in the Life of a Marketing Manager

Ron, a marketing manager, shows what a day in the life of a marketer is actually like including work hours, work environment and job duties!

Explore more articles