VP Marketing

About the role

The incoming Vice President of Marketing joins at a pivotal moment in the platform’s growth trajectory, with the opportunity to build the marketing function that will drive case acquisition performance across a rapidly expanding national portfolio.

Responsibilities

• Develop and maintain a distinct marketing strategy, messaging framework, channel mix, and budget allocation for each portfolio brand – calibrated against approximately 20% of revenue as the marketing envelope per firm – with full authority to reallocate across brands and channels based on performance data.

• Apply the house-of-brands architecture across the portfolio: each acquired firm retains its independent market identity, brand voice, and local strategy, with Litco Law (Canada) operating at materially different scale from newly acquired US firms. A single message pushed everywhere is a disqualifier.

• Build 6 to 7 distinct acquisition approaches for each portfolio market, from digitally sophisticated metro audiences to community-anchored, referral-driven markets where trust, local presence, and community investment outperform paid campaigns.

• Direct the platform’s external agencies and third-party partners to measurable performance outcomes – navigating existing vendor loyalties at acquired firms with care, building trust through results before restructuring legacy arrangements, and identifying opportunities to bring execution in-house where it creates clear economic advantage.

• Own signed case acquisition performance across all portfolio brands as the primary deliverable of the role, directing the full marketing mix: paid search (Google Ads/LSAs), GEO and AI-overview indexing, SEO, social media, out-of-home, broadcast media, radio, community outreach, sponsorships, and referral programs.

• Track performance against the three-bucket KPI model – leads, solid leads, signed cases – with Customer Acquisition Cost as the overlay, driving continuous improvement in cost per signed case while maintaining or growing acquisition volume across the portfolio.

• Build multi-touch attribution frameworks and real-time dashboards that provide portfolio-wide performance visibility to the COO, CGO, executive team, and PE board; develop and present budget variance analysis framed in case economics – cost per lead, cost per solid lead, cost per signed case.

• Manage third-party lead provider relationships with a long-term view toward a more balanced acquisition model, progressively shifting the in-house to external ratio over time without disrupting existing pipelines, while partnering with firm intake teams to improve signed case conversion rates.

• Deliver a gap analysis and strategic marketing plan within 60 to 90 days to the COO and firm principals – including recommended budget reallocation, channel adjustments, measurable growth targets, and implementation timeline – framed in terms of projected case growth and cost per acquisition.

• Establish baseline KPIs within the first two weeks of onboarding each new firm – total leads, solid leads, signed cases, and CAC by channel – and complete a comprehensive marketing audit within 30 days covering website AI-indexing readiness, channel mix performance, agency ecosystem, and funnel conversion at each stage.

• Represent marketing performance and strategy to the PE board, executive team, and firm owners with clarity, commercial awareness, and accountability – framing investment decisions in terms of case economics and firm revenue performance.

Qualifications

• Bachelor’s degree required; MBA or advanced degree preferred.
• 10 or more years of marketing experience, with at least 5 years in a senior leadership role managing marketing across multiple brands, locations, or service lines simultaneously.
• Demonstrated fluency in Generative Engine Optimization (GEO), AI-overview indexing, paid search, SEO, and social media advertising.