Claude for Marketing Graduates: 31 Claude Skills

What these skills are

The junior marketing job, as installable Claude skills.

This is Claude for the work a marketing graduate is actually handed: the brand's voice written down, the audience read from what customers say, the campaign planned and launched, the content made across channels, the numbers reported in plain words — and then the proof project, CV and interview answers that turn all of it into something an employer can read.

The skills follow the job in the order the work arrives, in seven stages, and each stage hands a named artifact to the next. Setting up AI-fluent work hands over the brand voice guide, the prompt briefs, the draft review and the claim check. Research hands over the personas, the jobs map, the competitor map and the SWOT. Planning hands over the creative brief, the messaging house, the campaign plan, the See Think Do Care plan and the launch checklist. Creating hands over the calendar, the posts, the video script, the newsletter, the landing page and the SEO brief. Reporting hands over the metrics readout, the monthly report and the test plan. Then the proof project hands over a case study, an honest AI note and a portfolio post, and the last stage hands over the decoded ad, the CV, the letter, the task prep and the interview practice.

The red line: Claude helps you prepare, practise, research, organise and critique your own work. It never sits a test, interview or assessment for you, and it never invents experience.

Each skill is one named method or one artifact, with the inputs it needs, where it breaks, a fixed output template, a finish line and the next skill to run. In marketing work nothing is invented: no made-up statistic, result, review, testimonial or customer quote — every claim in your copy traces to evidence someone holds, and anything without a source is marked as an assumption or left as a bracketed placeholder.

Where a skill fits a Claude surface — Projects to keep the voice guide and briefs in one place, Claude in Chrome to read public pages for research, Claude Docs for plans and CVs, Claude Slides for reports and portfolio decks — it says so, and beta features are marked beta. Every skill also works in a normal chat with what you paste in.

Mechanically, each skill is one folder with a SKILL.md file. The 31 are grouped into the seven stages, and each one gives full value on its own: run one, run a stage, or work the job through in the order it arrives.

Download all 31 skills. One zip: ready-to-install skill zips, readable SKILL.md files, and the sources behind every method. Free, no signup. The same 31 skills are open on GitHub: polar-bear-org/claude-skills · Download the zip

The 31 skills you get

The set follows the junior marketing job, in seven stages: setting up AI-fluent work, researching the audience and market, planning the campaign, creating content in the brand voice, reporting and improving — then building a proof project and applying for the job.

1 · Set up AI-fluent marketing work

1. Brand Voice Guide

Use when: You write for a brand that is not yours and every draft sounds like a different person

Output: “We are / we are not” attributes, tone by situation, word list, three before-and-after rewrites, Project instructions block

2. Marketing Prompt Brief

Use when: Your AI drafts come back generic because the prompt was one line

Output: Reusable brief per recurring task, three starters, what never goes into a prompt

3. AI Draft Review

Use when: The draft reads fine and nobody has actually checked it

Output: Line-by-line check for facts, voice, generic tells and unsourced numbers, kept / changed / cut log, sign-off line

4. Claim Substantiation Check

Use when: The copy says “best” or a percentage and nobody knows where it came from

Output: Every claim listed, evidence held or missing, reviews and ad labels checked, rewrite or cut, questions for an adviser

2 · Research the audience and market

5. Audience Persona

Use when: The brief says “millennials” and nobody has read what customers write

Output: One or two personas from public evidence, each line cited, assumptions marked, three things to test

6. Jobs to Be Done Map

Use when: You know who buys but not why they switched or hesitate

Output: Job statements, push, pull, anxiety and habit from real reviews, the message each force suggests

7. Competitor Content Audit

Use when: Your manager asks what competitors are doing on social by Friday

Output: Channels, themes, formats and rhythm, claims sorted into table stakes, rare and specific, gaps; a map, never a ranking

8. SWOT Analysis

Use when: Your SWOT is four lists with no “so what”

Output: SWOT with a source per line, PESTLE prompts, paired factors turned into actions

3 · Plan the campaign

9. Creative Brief

Use when: The designer or agency needs a brief and you have a meeting note

Output: Objective, audience, single-minded proposition, reason to believe, mandatories, deliverables, measures, deadline

10. Messaging House

Use when: Every channel says something slightly different about the same launch

Output: Umbrella message, three pillars, sourced proof points, words to avoid, one line per channel

11. Campaign Plan

Use when: You are asked to “pull together a plan” for a launch or event

Output: Situation, SMART objectives with a baseline, strategy, tactics by channel, actions with owners, control

12. See Think Do Care Plan

Use when: All the content talks to people ready to buy and nobody else

Output: Audience at each stage, content and channel per stage, one metric per stage, gaps in the mix

13. Campaign Launch Checklist

Use when: Launch is tomorrow and the links, tags and approvals are unchecked

Output: UTM naming sheet, link and tracking tests, named approvals, ad labels, alt text, go or no-go owner

4 · Create content in the brand voice

14. Content Calendar

Use when: You post when there is time and the month has no shape

Output: Month grid by channel, pillar, format, owner, status and approval date, evidence behind each post

15. Social Media Posts

Use when: You need this week's posts in the brand voice and they all sound like AI

Output: One idea as LinkedIn, Instagram and TikTok variants, three hooks, alt text, “Ad” label where needed

16. Short Video Script

Use when: The team wants a reel and you have a phone and an afternoon

Output: Opening hook, beat-by-beat script, shot list, on-screen text and captions, edit notes

17. Email Newsletter

Use when: The newsletter is due and last month's got few opens

Output: Three subject lines with preview text, body, one call to action, plain-text version, a subject line test

18. Landing Page Copy

Use when: A campaign needs a page and you have a product sheet

Output: Hero line, problem, benefits, sourced proof, objections and FAQ, call to action, claim list

19. SEO Content Brief

Use when: You are asked for “a blog post for SEO” and have a topic, not a query

Output: Target query, search intent, outline from real questions, title and meta description, internal links, draft

5 · Report and improve

20. Marketing Metrics Readout

Use when: You have a dashboard full of numbers and do not know which matter

Output: Each metric defined in plain words, change against last period, what it cannot tell you, questions before reporting

21. Monthly Marketing Report

Use when: The monthly report is due Monday and last month's was a screenshot dump

Output: Bottom line first, results against objectives, what worked with evidence, next month's actions, the decision

22. A/B Test Plan

Use when: Someone asks what to test next and the answer is a hunch

Output: Test ideas ordered by ICE, one hypothesis, one variable, metric, duration, decision rule written first, result log

6 · Build a proof project

23. Proof Project Plan

Use when: Every ad wants marketing experience and you have none to show

Output: A real brand from public information, a two-week scope, which skills to run, what you will not claim, sources

24. Marketing Portfolio Case Study

Use when: You did the project and need it readable in two minutes

Output: Brief, insight, idea, what you made, what you would measure, what you learned; one page and a slide version

25. How I Used AI Note

Use when: You used AI on the project and do not know how to say it

Output: Tasks you gave Claude, briefs used, what you checked and changed, what you did yourself, a three-line version

26. Portfolio LinkedIn Post

Use when: The project is done and you want people hiring in marketing to see it

Output: One moment from the project in your words, what you made, the AI note in one line, no brand tagged as a client

7 · Apply and interview

27. Job Ad Decoder

Use when: Twenty marketing ads look the same and you cannot tell which you can evidence

Output: Tasks and tools in the ad, must-have against nice-to-have, your real evidence per line, gaps and how to close them

28. Marketing CV

Use when: Your CV says “social media” and “Canva” and nothing an ad asks for

Output: Bullets as task, tool and outcome from real experience, a projects section, a true tools line, two-page layout

29. Marketing Cover Letter

Use when: Every letter you write could go to any brand

Output: Why this brand with two specifics, one proof story, an honest line on AI, in your own voice

30. Marketing Task Prep

Use when: You have a take-home task or case and freeze at the blank page

Output: Task brief decoded, plan and timing, practice on a sample brief, critique of your own draft, rehearsal questions

31. Marketing Interview Questions

Use when: The interview is Thursday and you have never critiqued a brand out loud

Output: Likely questions from the ad, STAR stories from real experience, a mock interview, feedback on your answers

Where to start, and how the skills chain

There is no compulsory sequence, but there is one good first move: if you write for a brand, run the Brand Voice Guide, because every content skill after it checks drafts against what it produces. Otherwise bring whatever is due — the newsletter, the monthly report, a competitor question by Friday, a take-home task — and run the one skill named for it. Every skill lists the inputs it needs, so it tells you when the stage before it is the one that is actually missing.

They chain. gmkt-brand-voice-guide and gmkt-prompt-brief set up the work that gmkt-ai-draft-review and gmkt-claim-check check before anything is sent. gmkt-audience-persona and gmkt-jobs-to-be-done read the audience out of public evidence, with gmkt-competitor-content-audit and gmkt-swot-analysis mapping the space around it. gmkt-creative-brief and gmkt-messaging-house settle what the work says, gmkt-campaign-plan and gmkt-see-think-do-care sequence it, and gmkt-launch-checklist clears it for launch. gmkt-content-calendar gives the month a shape that gmkt-social-media-posts, gmkt-short-video-script, gmkt-email-newsletter, gmkt-landing-page-copy and gmkt-seo-content-brief fill. gmkt-metrics-readout explains the numbers, gmkt-monthly-report reports them and gmkt-ab-test-plan turns what did not work into the next test. Then gmkt-proof-project-plan builds experience you can show, gmkt-portfolio-case-study, gmkt-how-i-used-ai and gmkt-portfolio-post write it up, and gmkt-job-ad-decoder, gmkt-marketing-cv, gmkt-marketing-cover-letter, gmkt-marketing-task-prep and gmkt-interview-questions take it to the application.

The sources behind each method are in resources/evidence-and-sources.md, inside the pack.

Setup guide

1. Download the pack. One zip: an install folder with 31 ready-to-upload skill zips, a skills folder with the same 31 skills as readable SKILL.md files, and resources/evidence-and-sources.md, which names the source behind every method and where it stops.
2. Install your skills. In Claude Code, add the marketplace and install grad-marketing-pack, and all 31 load at once. In Claude, turn on code execution in Settings, Capabilities, then go to Customize, Skills and upload one zip per skill from the install folder. Prefer working from files? Add the SKILL.md files to your Project knowledge instead; it works, just less cleanly.
3. Start with the brand voice, or with whatever is due. If you write for a brand, run the Brand Voice Guide first: every other content skill checks drafts against it. If something is due this week — the newsletter, the monthly report, a take-home task — run the one skill named for it. Each skill lists the inputs it needs and names the next skill to run, so one run turns into the chain on its own.

Where to start

The quality bar

Every skill in the pack holds the same standard, the one we hold when we market our own work:

• One method, applied properly: each skill uses the real mechanics of its source — the tone dimensions, the SOSTAC stages, the See Think Do Care stages, the UTM fields, the GA4 definitions — not a generic gather, analyse, recommend
• Evidence before claims: every number, proof point, persona line and competitor claim comes with where it came from, and anything without a source is marked as an assumption or left as a bracketed placeholder
• A person checks every draft: AI drafts go through a review that records what a person checked, kept, changed and cut before anything is sent or published
• The brand's voice, your own voice: brand copy follows the brand's voice guide, while applications, posts and interview answers stay in your words, from your own experience
• Work is scored, people are not: skills score evidence, options, test ideas and fit to a brief, never a person, a competitor's staff or a candidate — and advertising, consumer law and data protection points end with “check with a qualified adviser”
• The red line: Claude helps you prepare, practise, research, organise and critique your own work. It never sits a test, interview or assessment for you, never invents experience, and never writes assessed work unless the rules allow it and you say so
• Nothing invented in marketing copy: no made-up statistic, result, review, testimonial or customer quote — every claim traces to evidence someone holds

Who made this

Polar Bear is a people ops consultancy for human-size teams (20 to 200 people). Built by ex-McKinsey founders with a dream to make AI work for People, not instead of them. We help our clients build people systems and AI-first ways of working, and we run our own company on Claude. This pack is the free, self-serve version of how we work.

The pack carries one junior marketer's whole job. When you want your whole team working this way, AI carrying the overhead so people do the part only people can do, across marketing, hiring and everyday operations, that's what we build with clients.

Meet Pauline. Starting your marketing career out of one-off chats? Bring the stage you are stuck on and we will pick the skills for it. Book a 30-minute call · Pauline on LinkedIn

Install in Claude Code

Two lines, and every skill in the pack loads at once.

/plugin marketplace add polar-bear-org/claude-skills
/plugin install grad-marketing-pack@polar-bear-skills

Using Claude on the web instead? Download the zip and upload each skill from its install folder under Customize → Skills.