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What are Highway Academy portfolios?

Photo by Anete Lūsiņa on Unsplash

Your Highway Academy job-preparation training isn’t just a bunch of lectures to sit through. We know the best way to learn is by doing, so that’s what we do! Throughout the program, you’ll be building a portfolio of content to show off your skills and demonstrate that you really do have what it takes to be an awesome Marketing Operations specialist. Here is a portfolio from a former program participant. What goes into this portfolio? I’m so glad you asked...

As you progress through your learning, you’ll be working hands-on in the tools Marketing Ops professionals use every day. We license marketing automation platforms from Adobe, Salesforce, and Hubspot so you’ll build emails, landing pages, forms, and automated workflows in each of those. But wait... there’s more! We also know marketing operations folks use a lot more than just marketing automation, so we get you into other cool industry tools to build up your peripheral knowledge as well. You’ll plan out a data model and build a database in Airtable, to supplement your understanding of how data works and interacts. You’ll plan full-scale marketing campaign workflows in Figma to share in stakeholder presentations. We’ll get you into UXPressia to build buyer journey maps and personas so you can talk about a campaign audience and why your marketing messaging matters to them. You’ll build Salesforce reports and dashboards to share analytical insights and make recommendations on improving pipeline.

Our academy portfolios allow you to really showcase and show off the work you’ve been doing throughout the program. You’ll include the actual artifacts you’re building as you go, but also brief overview videos to describe what you did in some of those artifacts. For example, in one of our first projects, you’ll be given data about lead record creations each month. You’ll take the raw data and use spreadsheet formulas to calculate conversion rates, then analyze the data to see where the highlights and lowlights are. You’ll reference that against a buyer’s journey map to make recommendations on where the marketing team might be able to help improve conversion rates and drive more revenue for the business. Finally, you’ll use that historical data to predict future performance against a planned revenue target for the business. Your portfolio now includes the spreadsheets you worked on, the buyer’s journey map, and an overview video explaining what you did and why it’s valuable to the marketing team overall!


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