Strategy & Leadership

• Develop own and execute a comprehensive multi-channel marketing strategy aligned with the firms 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 firms 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 firms 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 firms attorneys as leading voices in employment law
• Manage the firms reputation across all review platforms and legal directories (Avvo Martindale-Hubbell Super Lawyers etc.)

Digital Presence & Content

• Own and optimize the firms 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 firms 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