Your CV won’t cut it. A standout portfolio bridges “I can do this” with proof—especially when switching careers. This post explains how I’m building mine: mock campaigns, freelance gigs, my own online store, and certifications.
When I started, I had zero clients and no marketing experience. To prove I can deliver results, I’m showcasing a mix of mock projects, real-world experience, and certifications:
Mock Campaigns
No paying clients yet? You can showcase your skills by creating mock campaigns – direct ads, email copy, landing pages. Treat mock projects like real ones: Define a target audience, explain your strategy, and scream into the void when the “client” ghosts you.
My Online Store
Think about launching your own online brand. It’s a lot of work but you learn the most by doing, not reading. It will give you the perfect testing ground for running marketing experiments, with the satisfaction of actually making some sales!
Brand reviews
Why not analyse a brand you love (or love to hate)? Sign up to their email list, breakdown their online store. Who’s their target audience? What could be better? Bonus points if you roast their pop-ups.
Review courses you’ve taken. What did you learn? How are you going to apply it?
If you don’t have real-world experience, be creative in how to show your skills. Create mock campaigns for absurd niches (“luxury dog bowties”), or make a video review of a terrible ecommerce store. Employers don’t just want skills—they want proof you can think.
Break down keyword strategies, ad performance, and conversion rates—because “I ran a Google Ads campaign” isn’t enough. Employers want proof you didn’t just set fire to their budget.
Email Marketing
Showcase real (or mock) email sequences, A/B test results, and open rates. If your subject lines aren’t making people click, how did you tweak them until they do?
Analytics & Data
t’s not just about running campaigns—it’s about tracking what works. My portfolio includes Google Analytics reports, heatmaps, and dashboards that show how I make data-driven decisions.
Creative Strategy
Great marketing isn’t just numbers—it’s storytelling, design, and psychology. Include campaign breakdowns that explain why you made certain creative choices.
Problem-Solving
Make sure every project highlights a challenge and how you tackled it—because “I followed best practices” is boring. Show how you adapted, tested, and optimised.
Tailor your portfolio to the roles you’re applying for. Highlight the skills and results that match the job description.
Your portfolio isn’t just a folder of work—it’s your chance to show employers you’re worth hiring, even without decades of experience. Here’s how I’m sharpening mine to cut through the noise:
Results, not rambling
Don’t just list what you did—show the impact with measurable results. Use screenshots and show key metrics.
Lessons learned
Don’t be afraid to show your failures. What didn’t work? How would you do it differently next time?
Target your audience
Want to work in social media marketing? Have relevant posts front and centre, stick those email campaigns on page 3.
Get creative
Experiment with different formats, maybe a Youtube video walkthrough of a project, or a case study of a mock email campaign.
Make sure to keep your portfolio up to date, easy to navigate, and highlight the most important work at the beginning.
I’m still building my portfolio as I gain more experience. Next up? Launching my online store, adding more case studies, and creating some brand reviews.
If you’re switching careers, start today. Mock-up one campaign. Write one case study. Then hit publish. The only thing worse than an imperfect portfolio? An empty one.
Want to see if this portfolio actually works? Follow my blog—I’ll share regular updates on building my online store, job applications, fails, and (touch wood) wins.
See how my data-driven approach can help you deliver better results for your clients.
With a technical background and data-driven mindset, I craft marketing strategies that optimize conversions and fuel business growth.
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