Law Firm Marketing Manager

Responsibilities

• Develop and execute a comprehensive marketing strategy aligned with the firm’s growth goals and long-term vision.
• Bring the firm’s brand to life consistently across every channel—from social media and paid advertising to landing pages and community events.
• Manage the firm’s marketing budget and allocate resources to maximize return on investment across channels.
• Own relationships with external vendors and agencies, including SEO, PPC, media buying, public relations, website development, and social media, holding them accountable to clear performance benchmarks.
• Deliver weekly reporting to leadership on key performance indicators, including leads, signed cases, conversion rates, cost per lead, cost per acquisition, and campaign effectiveness.
• Own the firm’s lead generation and new matter goals. This role carries measurable targets, and bonus opportunities are tied directly to performance.
• Lead the firm’s SEO strategy with a strong emphasis on local search throughout Georgia markets, including technical SEO, on-page optimization, and vendor oversight.
• Drive content creation across blogs, social media, video, case spotlights, newsletters, and community initiatives.
• Write and publish content when needed while coordinating contributions from attorneys and team members to ensure consistent execution.
• Own the firm’s social media presence across Facebook, Instagram, YouTube, LinkedIn, and Google Business Profile.
• Develop and maintain content calendars that align with firm initiatives, campaigns, and seasonal opportunities.
• Maintain a consistent brand voice across all marketing materials.
• Leverage AI tools such as ChatGPT, Claude, and similar platforms to improve efficiency while maintaining quality and compliance.
• Achieve monthly qualified lead and signed case targets by actively monitoring performance and adjusting strategy as needed.
• Plan, launch, and optimize campaigns across Google Ads, Local Service Ads, Meta platforms, and other paid channels.
• Build, test, and optimize landing pages designed to maximize conversions.
• Oversee website content, user experience, and conversion rate optimization initiatives.
• Manage CRM systems, call tracking, form submissions, and lead attribution to ensure accurate reporting and accountability.
• Collaborate closely with the intake team to improve conversion rates from lead to signed client.
• Review all marketing content for accuracy, required disclosures, and compliance with Georgia Rules of Professional Conduct.
• Stay current on developments in legal advertising regulations and proactively identify potential risks.
• Ensure marketing materials accurately reflect the firm’s services, results, and client experiences.
• Serve as the strategic leader of the firm’s marketing efforts, providing direction, accountability, and execution.
• Collaborate with attorneys, intake staff, and leadership to align marketing initiatives with business objectives.
• Foster a culture of creativity, innovation, data-driven decision making, and continuous improvement.

Qualifications

• 5+ years of progressive marketing experience with demonstrated success owning both strategy and execution in a growth-focused environment.
• Proven ability to drive measurable business results, including lead generation, conversion optimization, and return on marketing investment.
• Strong hands-on SEO experience, including local SEO, technical SEO, on-page optimization, and vendor management. You can interpret SEO reports, identify gaps, and hold vendors accountable for performance.
• Experience directly managing and creating content for social media platforms, including Facebook, Instagram, YouTube, LinkedIn, and Google Business Profile.
• Demonstrated success in planning, launching, and optimizing digital advertising campaigns across Google Ads, Local Service Ads, Meta platforms, and other paid channels.
• Strong analytical skills with experience using Google Analytics, Google Search Console, CRM dashboards, and call-tracking platforms to drive decision-making.
• Excellent project management skills with the ability to prioritize competing initiatives, manage multiple vendors, and consistently meet deadlines.
• Exceptional written and verbal communication skills, with a keen eye for detail and brand consistency.
• A data-driven mindset with the ability to translate insights into action and measurable growth.
• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• Experience in marketing for a plaintiff’s personal injury law firm, legal services organization, or another highly regulated industry.
• Familiarity with legal marketing ethics and advertising rules, particularly those governing attorney advertising in Georgia.
• Experience with legal CRMs and intake platforms such as Filevine, Clio, Lawmatics, or similar systems.
• Experience with content management systems, including WordPress or comparable website platforms.
• Proficiency using AI tools such as ChatGPT, Claude, or similar technologies to streamline workflows, enhance creativity, and improve efficiency while maintaining quality and compliance.
• Experience managing or collaborating with SEO agencies, paid media vendors, public relations firms, and website developers.
• Experience developing and reporting on key marketing metrics such as cost per lead, cost per signed case, conversion rate, and return on ad spend.