Director of Marketing And Advertising

Job Description

We are seeking a results-driven Director of Marketing & Advertising to lead marketing strategy and execution for a Plaintiff-side Personal Injury and Workers’ Compensation law firm. This role requires deep experience in high-volume lead generation, conversion-focused advertising, and brand visibility across digital and traditional media channels.

The ideal candidate has a proven track record marketing consumer-facing legal services, understands the nuances of legal advertising compliance, and thrives in a fast-paced, performance-oriented environment. This position is onsite and works closely with firm leadership, intake teams, and external vendors.

Key Responsibilities

• Lead and execute multi-channel marketing and advertising strategies focused on case acquisition and firm growth
• Manage and optimize paid media campaigns, including:
• Google Ads (search, display, LSAs)
• Facebook Ads and Social Media Advertising
• Oversee organic campaigns, including SEO, content marketing, and website optimization for high-intent personal injury and workers’ comp searches
• Drive generative search optimization (GSO) efforts to increase visibility across AI-driven and next-generation search platforms
• Plan, execute, and manage traditional media advertising, including TV, radio, print, billboards, and transit advertising
• Collaborate with intake and leadership teams to align marketing strategy with call volume, case quality, and ROI goals
• Analyze performance metrics including CPL, CAC, conversion rates, and case value; adjust strategy based on results
• Oversee brand messaging, creative development, and consistency across all consumer touchpoints
• Manage relationships with media buyers, agencies, production partners, and technology vendors
• Ensure full compliance with Plaintiff-side legal advertising rules, bar regulations, and ethical standards

Required Qualifications

• 5+ years of marketing experience within a Regional or National Law Firm setting
• Proven experience driving high-volume consumer legal leads
• Hands-on expertise in:
• Google Ads
• Facebook Ads
• Social Media Advertising
• Organic Campaigns (SEO and content-driven growth)
• Traditional Media (TV, radio, print, outdoor)
• Generative Search Optimization (AI search visibility)
• Strong understanding of call tracking, attribution, and intake-driven marketing metrics
• Data-driven mindset with the ability to translate performance data into strategic action
• Excellent leadership, communication, and project management skills
• Ability to work onsite in Miami and collaborate cross-functionally

Preferred Qualifications

• Spanish fluency (spoken and written)
• Experience marketing Plaintiff-side practices such as:
• Personal Injury
• Workers’ Compensation
• Auto Accidents
• Slip and Fall
• Construction Injuries
• Familiarity with legal marketing software, CRM platforms, and intake systems