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.