A strong product marketing portfolio is the best way to show recruiters what you’re capable of – in fact, it’s often the deciding factor in hiring decisions. 

But what should you include in your portfolio? Which platform should you use to build it? What pitfalls should you avoid?

This guide answers all these questions and more. Plus, we’ll explore some real-world examples of product marketing portfolios – and tips on creating them – from seasoned product marketing professionals. 

There’s even a bonus Q&A from Bianca Stanescu, Senior Director of Product Marketing at AdsWizz, who has not only created her own portfolio but assessed other PMMs’ portfolios as a hiring manager. 

So, sit back, strap in, and get ready to showcase your expertise, as we uncover everything you need to know about the art of creating a product marketing portfolio.

What to include in your PMM portfolio

Your portfolio is the ultimate showcase of your work. But what exactly do you put in there? Let's break it down.

"My number one piece of advice is to show real results. Keep it short, keep it sharp, and let your personality shine through." Bianca Stanescu, Senior Director of Product Marketing

1. Your bio

You'll want to include a short summary of who you are, your background, and your unique combination of skills and experience. 

This is also a great place to mention the types of companies and industries you've worked in (B2B, SaaS, tech startups, etc.) to showcase your breadth of experience. 

And why not include a photo of yourself? It adds a personal touch and makes you more than just a name on a screen.

2. Key product marketing skills

A list of your core marketing competencies, such as go-to-market strategy, storytelling, data analysis, and positioning, can be super helpful. This ensures recruiters can quickly see if you have the skills they're looking for.

Not sure what your greatest product marketing strengths are? Take the Product Marketing IQ Test.

3. Detailed case studies and deliverables

This is the core of your portfolio – where you get to show off your work. This section is all about providing context, quantifying results, and linking to the actual deliverables for your major product marketing accomplishments. 

You'll want to aim for a mix of different project types that demonstrate your diverse PMM skill set. If possible, include one example for at least four of these categories:

  • Product narrative, positioning, and messaging: This is where you can showcase your work on unifying messaging for products or positioning a company and its products in the market.
  • Go-to-market (GTM) strategy: Show how you built and executed GTM strategies, including positioning frameworks, competitive battlecards, and ROI narratives.
  • Demand generation and awareness: Highlight campaigns you've worked on that were focused on driving interest and visibility.
  • Sales enablement: Demonstrate your ability to create tools and content that empower sales teams.
  • Content marketing and thought leadership: Show off the articles, videos, and other content you've developed to establish industry expertise and influence.
  • Establishing PMM functions: If you've built and scaled product marketing teams and processes from the ground up, this is the place to talk about it.
  • Customer education: Feature programs you've created for customer adoption and support, like product video programs and comprehensive knowledge bases.
Two screenshots from Susanna Bogardus's portfolio, highlighting her email marketing strategy work and the results it produced.
Sample from Susanna Bogardus’s portfolio

For each project, make sure you cover the following: