Digital Marketing Manager

We are a criminal defense firm in Fort Worth that handles serious state and federal cases for people facing the worst point of their lives. Our growth has always depended on being findable at the moment someone needs a lawyer, and until now we have run that function through an outside agency.

This is a new position, and the person who takes it owns the firm's entire digital presence: the website, analytics, third-party profiles, and the growing share of prospective clients who now find lawyers by asking an AI instead of typing into Google.

This is a technical role. If you are strongest at brand storytelling and campaign concepting, this is not the seat for you. If you are the person who actually knows why a page is not indexing and can tie a signed case back to the phone call that produced it, keep reading.

• Own the website. Technical SEO, site health, page speed, structure, on-page optimization, and ongoing maintenance. You will also lead a homepage redesign in your first year.
• Own the numbers. Google Analytics, Google Search Console, and call tracking. Build the attribution picture that connects traffic to leads, leads to consultations, and consultations to signed cases, then make recommendations accordingly.
• Own our off-site presence. Directory and credential profiles, the state bar, and others. Each one gets treated as a small website with its own bios, practice areas, and links to be maintained and optimized.
• Improve our visibility in AI search. ChatGPT, Perplexity, Gemini, and Google's AI results increasingly decide who gets called. We currently have no deliberate strategy here. Building one is a core part of this job, not a side project.
• Run content production. Blog and practice-area pages on a consistent cadence, plus steady social posting across LinkedIn, Facebook, Instagram, and Google Business Profile. You will use AI tools to move faster; you will also be the one who catches when the output is wrong, generic, or off-brand.
• Manage what stays outsourced. Hosting, design help, video production, and any remaining vendor scopes. You hold them to deliverables and to a budget.
• Report monthly. A standing review with firm leadership covering rankings, traffic, lead volume and quality, AI citations, and cost per signed case.

• Real technical SEO experience. Three or more years where SEO was your actual job, not one line in a marketing coordinator role. You can audit a site, diagnose an indexing problem, and fix it yourself.
• Hands-on site management. You familiar enough with HTML and CSS to make changes without waiting on a developer, and have the ability to troubleshoot a Wordpress site.
• Analytics fluency. GA4 and Search Console are daily tools. You can build a report that answers a business question rather than one that just displays data.
• Independent judgment. This is a department of one. Nobody here will check your work for technical accuracy, which means you have to be the kind of person who checks it themselves.
• Discretion. You will work around privileged information constantly. Our clients' matters are not marketing material, and knowing the difference is non-negotiable.
• Directness. When something is not working, we want to hear it in the first month, not the sixth.

• Experience marketing for a law firm or another professional services business
• Short-form video — shooting and cutting reels-quality clips for social; we do not need broadcast production
• Paid search or paid social management
• Local SEO and Google Business Profile optimization at multi-location scale
• Familiarity with legal directory ecosystems and attorney credentialing
• Comfort building small automations to reduce manual reporting work

• Base salary of $90,000
• Health insurance after 90 days, with the employee premium covered at 100%
• 401(k) with 6% match after one year of service
• 18 flex days per calendar year, increasing with tenure, plus 5 sick days
• Budget for the tools, subscriptions, and software you need to do the work well

Some marketing roles come with layers of approval and a brand guideline document nobody reads. This role comes with a budget, direct access to the partners, and the authority to make decisions about the firm's digital presence without a committee.

The work is also unusually easy to measure. When our marketing works, someone facing a felony charge finds a lawyer who can actually help them. You will see that connection in the numbers every month.

Our team is small, candid, and genuinely good to each other. We give feedback quickly and we expect the same in return.

Email your resume to hr@coferluster.com along with a short note covering two things: a site you improved and how you knew it improved, and how you would approach getting a Fort Worth criminal defense firm cited by AI search tools.

Recruiters, please do not contact.