What are the responsibilities and job description for the Director of Traditional Marketing position at DiPasquale Moore?
TITLE: Director of Traditional Marketing
REPORTS TO: Chief Marketing Officer
SALARY: Competitive based on experience
POSITION/TYPE: Exempt
REQUIREMENTS: Minimum 12 years of progressive marketing leadership experience; Extensive experience overseeing large-scale TV, radio, print, and OOH programs; Proven ability to manage $30M annual offline budgets; Bachelor’s Degree in Marketing, Communications, Business, or related field required; MBA preferred.
“MIKE’S GOT THIS!” – DM Injury Law is a premier personal injury law firm headquartered in the heart of Kansas City, Missouri. Founded in 2013 by Mike DiPasquale and Jason Moore, DM Law’s growth stems from the professional and compassionate legal representation provided after a traumatic and sometimes life-altering event of a personal injury.
Job Overview:
DM Injury Law is seeking a highly strategic Director of Traditional Marketing to lead the firm’s entire offline media portfolio. This executive will shape the long-term vision, investment strategy, and creative direction for all traditional marketing efforts across existing and expansion markets.
The ideal candidate has deep experience with broadcast production, offline attribution, media economics, and multi-market scaling. This role requires executive-level leadership, analytical rigor, and the ability to balance brand-building with measurable performance outcomes.
Job Duties & Responsibilities:
Develop and own the firm’s comprehensive traditional marketing strategy across TV, radio, billboards, print, direct mail, and sponsorships to drive measurable brand awareness and case acquisition.
Lead annual planning and budgeting for all traditional media channels, ensuring spend aligns with firm growth goals and market share objectives.
Translate brand positioning and legal value propositions into compelling mass-market creative strategies that resonate with potential clients.
Manage relationships with media agencies, station reps, billboard vendors, production partners, and printers to negotiate the best possible rates, placements, and added-value opportunities.
Lead development of creative assets (TV spots, radio scripts, billboards, mailers, flyers) ensuring brand consistency, legal accuracy, and high emotional impact.
Direct production timelines, shoot logistics, and post-production for commercials and campaign materials.
Track performance metrics including GRPs, impressions, TRPs, reach, frequency, brand lift, call volume, cost per case, and cost per qualified lead.
Present monthly and quarterly performance reports to leadership, with insights, optimization recommendations, and competitive intelligence.
Work closely with Digital Marketing to align messaging, ensure integrated campaigns, and unify attribution across online and offline channels.
Oversee all traditional sponsorships, community partnerships, and event visibility (sports sponsorships, charity events, neighborhood activations, etc.).
Ensure all event signage, booths, and print collateral align with brand guidelines and deliver high recall among target audiences.
Establish clear KPIs, workflows, production calendars, and quality standards across all traditional marketing efforts.
Knowledge & Skills:
Expert-level knowledge of broadcast, OOH, print, and audio advertising.
Strong financial acumen and experience managing complex, multi-market budgets.
Ability to develop long-range media strategies supported by data-driven forecasting.
Executive communication and presentation capabilities.
Deep experience with offline analytics, MMM, and call attribution models.
Prior experience directing large-scale video and audio production.
Proven team leadership and organizational development abilities.
Employee Perks:
Comprehensive benefits package – Health, Vision & Dental Insurance; 401(k) matching and more!
401(k) matching retirement plan – up to 4% match
3 weeks (120 hours) of PTO
Paid holidays
FREE on-site parking garage
Stability – join a fast-growing, high-energy team with strong leadership and continued growth opportunities
Work/Life balance – do the work you love, with collaborative people and no long or crazy hours!
DM Injury Law, LLC provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.
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