Strategy & Leadership

• Develop, own, and execute a comprehensive, multi-channel marketing strategy aligned with the firm's growth objectives
• Report directly to the Managing Partner with full accountability for marketing budget, performance, and ROI across all channels and initiatives
• Build, lead, and mentor an internal marketing team, defining roles, performance standards, and career development pathways
• Serve as a strategic advisor to firm leadership on market positioning and business development opportunities

Client Generation & Acquisition

• Design and manage a multi-channel client acquisition engine encompassing paid advertising (Google, Meta, programmatic, OTT/streaming, and emerging platforms), organic search (SEO), direct mail, and referral pipelines
• Develop and maintain a rigorous cost-per-acquisition (CPA) framework across all channels, continuously optimizing budget allocation based on channel-level ROI
• Implement lead scoring, intake optimization, and conversion funnel analysis in coordination with the firm's client intake and case management teams
• Build and manage a formal referral program, including attorney referral networks, co-counsel relationships, community partnerships, and client advocacy initiatives

Brand, PR & Thought Leadership

• Own the firm's brand identity and ensure consistent, professional representation across all touchpoints, including digital platforms, print materials, and in-person events
• Lead public relations strategy, including media relationships, press releases, award submissions, and crisis communications
• Develop and execute a thought leadership program including podcasts, webinars, speaking engagements, and authored content positioning the firm's attorneys as leading voices in employment law
• Manage the firm's reputation across all review platforms and legal directories (Avvo, Martindale-Hubbell, Super Lawyers, etc.)

Digital Presence & Content

• Own and optimize the firm's digital presence including its website, landing pages, SEO strategy, and all organic and paid content
• Oversee social media strategy and execution across all relevant platforms, ensuring consistent posting cadence, audience engagement, and brand voice
• Develop a content marketing strategy including blog/article production, video content, email marketing, and multimedia campaigns that drive organic traffic and inbound leads
• Ensure compliance with all applicable legal advertising rules and state bar regulations across all marketing channels and content Vendor Management & Agency Oversight
• Identify, evaluate, contract, and manage all marketing vendors and agencies, including digital advertising agencies, PR firms, SEO/content vendors, lead generation companies, and technology providers
• Negotiate vendor contracts to ensure performance-based accountability, favorable pricing, and alignment with firm goals
• Conduct regular vendor performance reviews and make data-driven decisions on retention, termination, and replacement of underperforming vendors
• Maintain a vendor directory with performance benchmarks, contract terms, and renewal calendars

KPIs, Dashboard & Analytics

• Design and implement a centralized marketing analytics dashboard providing real-time visibility into performance across every channel, campaign, partner, and vendor
• Define, track, and report on KPIs for every marketing initiative including cost per lead, cost per retained client, channel conversion rates, lifetime client value, referral volume, and organic growth metrics

• Deliver regular performance reports to the Managing Partner with actionable insights and strategic recommendations
• Establish attribution modeling to accurately measure the contribution of each channel to client acquisition and firm revenue

AI & Technology Integration

• Lead the identification, evaluation, and implementation of AI-powered tools and strategies across all marketing functions, including AI-assisted content creation, predictive lead scoring, chatbot and intake automation, audience targeting, and campaign optimization
• Stay current on emerging AI capabilities in legal marketing and proactively bring recommendations to firm leadership
• Establish AI usage policies for the marketing function that ensure compliance, quality control, and brand consistency
• Partner with firm operations leadership to integrate marketing AI tools with the firm's broader technology and case management infrastructure

Qualifications

Required

• 8 years of progressive marketing leadership experience, with at least 3 years in a senior marketing leadership role (VP, CMO, or equivalent)
• Demonstrated experience building and managing multi-channel marketing programs with proven, measurable ROI
• Deep expertise in paid media (Google Ads, Meta, programmatic), SEO/SEM, email marketing, and social media strategy
• Experience managing external agencies and vendors, including contract negotiation and performance accountability
• Proficiency in marketing analytics platforms (Google Analytics, HubSpot, Salesforce Marketing Cloud, or similar) and data visualization/dashboard tools
• Strong analytical and financial acumen with experience managing marketing budgets and cost-per-acquisition optimization
• Excellent written and verbal communication skills with the ability to distill complex data into clear executive narratives
• Proven experience creating and executing referral or partner marketing programs
• Hands-on experience implementing AI tools within a marketing function Preferred
• Experience in legal marketing, professional services marketing, or other highly regulated industries
• Familiarity with plaintiff-side employment law, class action litigation, or contingency fee business models
• Experience marketing directly to individual consumers (B2C) rather than exclusively to businesses (B2B)
• Background in podcast production, webinar hosting, or event-based marketing
• Spanish-language marketing experience or bilingual proficiency
• Established relationships with legal media, directory platforms, or employment law communities