Why one generic CV underperforms

Recruiters search their applicant database using the exact phrases from the posting they wrote. If the posting says 'stakeholder management' and your CV says 'worked closely with other departments', you describe the same competence and appear in none of the searches.

Tailoring is not rewriting your history for each application. It's reordering what you already have so the most relevant evidence sits at the top, and adopting the employer's own wording where it genuinely matches what you did.

• Read the first four requirements — those are usually the real ones
• Mirror the exact job title in your profile line where it's accurate
• Move the most relevant role's bullets to the top of that role
• Adopt their terms: 'CRM' vs 'Salesforce', 'P&L' vs 'budget responsibility'
• Cut two bullets that don't serve this application to make room

Keyword matching without keyword stuffing

Pasting a block of skills at the bottom of the page is obvious to any human reader and adds nothing a recruiter trusts. Keywords have to appear inside a bullet that proves you used them: the tool, the context, the result.

A useful test: if you couldn't answer two follow-up questions about a term in an interview, it doesn't go on the CV.