What to Actually Put in Your Marketing Portfolio (Hint: It’s Not Just Campaigns)

If you’ve Googled "how to build a marketing portfolio" — chances are, you landed on guides like this one from CareerFoundry. It’s solid. They cover the basics well: feature your best work, tailor it to your goals, and show the results.

But if you’re still staring at a blank Notion doc wondering:

“Wait, do I even have enough to show??”

You’re not alone.

Let’s break down what actually makes a standout marketing portfolio today — especially if you're in a generalist or early-stage role where titles blur and work overlaps.

Most marketing portfolios feel either:

• Over-polished but vague (“Here’s a pretty landing page I helped on once…”), or

• So data-heavy they lose the story.

And for hybrid roles — content + social + strategy + branding — it can feel nearly impossible to capture everything in one neat PDF.

You don’t need 15 campaigns, a perfect case study format, or award-winning metrics to stand out. What you do need is:

• A clear narrative about what you do best

• Context around your decisions

• Real examples that show how you think

💡 Here’s what to actually include in your portfolio — especially if you wear many hats:

1. Mini Case Studies

Think stories, not slides.Each one should cover:→ The problem→ Your process→ The result→ (Optional: what you'd do differently now)

Even if it’s a small win (like increasing LinkedIn reach 40% for a founder), it shows how you think, not just what you did.

2. Screenshots + Strategy

Show the thing → Then explain why it matters.

Example:

“This Instagram carousel drove 2x engagement. I tested educational vs. promotional formats and doubled down on this tone.”

This isn’t about looking busy. It’s about showing intentionality.

3. The Messy Middle

Include a peek into your brainstorming, wireframes, or strategy docs (cleaned up, of course).People love to see your thinking — not just the polished product.

4. Bonus Section: How You Work

Add a short section like:

“Here’s how I approach building strategy from scratch.”or“My workflow for managing content across 3 brands.”

It gives a hiring manager insight into how you operate — not just what you output.

5. Optional, but Powerful: Your POV

If you’ve written thought leadership, shared frameworks on LinkedIn, or posted tutorials — add them.This shows you’re not just a doer — you’re a thinker.

Final Thoughts

You don’t need to be a unicorn. You just need to be clear.

The best portfolios aren’t the ones that look the best — they’re the ones that make the person reading say:“Oh. I want to work with this human.”

So whether you're just getting started or refreshing your portfolio before your next pitch, keep it simple, honest, and rooted in how you solve problems.

Because in marketing?Execution matters. But clarity converts.