Vice President of Marketing - Legal Sector

About the Firm

We are a rapidly expanding plaintiff-side personal injury and mass tort law firm located in Century City, Los Angeles, comprising over 150 employees. Our areas of practice include standard personal injury as well as an extensive and growing mass tort docket, prominently including wildfire litigation cases.

Role Overview

This senior leadership role entails directing our internal marketing division to drive performance marketing, lead generation, and accelerate case intake across personal injury and mass tort practices. Positioned as head of marketing, this role collaborates closely with the firm's Managing Partner to strategize marketing efforts and budget allocation.

Primary Responsibilities

• Lead and optimize performance marketing channels, including paid search, paid social, Local Service Ads (LSA), and other direct-response avenues.
• Develop and implement an overarching lead generation strategy focused primarily on digital growth.
• Design scalable campaign infrastructure that can swiftly adapt to surges in mass tort and wildfire litigation cases.
• Establish detailed attribution and reporting methods that connect marketing spend to lead quality, case value, and cost-per-case metrics.
• Consistently test and refine marketing channels to maximize growth while reducing ineffective expenditures.
• Identify, evaluate, and onboard new affiliate and referral partners to diversify case sourcing pipelines.
• Manage and nurture existing partnerships, including negotiation of terms and quality control of leads.
• Collaborate in exploring referral networks and co-counsel relationships pertinent to case acquisition.
• Supervise and develop a multidisciplinary marketing team comprising heads of performance marketing, creative, social media, CRM, client services, data analysis, and marketing specialists.
• Hold complete authority over hiring, firing, and performance reviews within the marketing department to ensure alignment with growth objectives.
• Set and track measurable goals (OKRs) for the department and individuals, ensuring data-driven accountability.
• Prepare budget recommendations and forecasts to present to senior leadership.
• Implement structured reporting and establish departmental leadership consistency.
• Scale team size and structure to meet increasing case and campaign complexities, recommending staffing changes as needed.
• Occasionally pilot traditional advertising media like TV, radio, and out-of-home where they contribute effectively to firm growth.

Qualifications

• 10 to 15 years of marketing experience with substantial leadership roles, centered on performance marketing and paid digital lead generation.
• Preferably experienced in legal marketing, spanning personal injury and mass tort case acquisition.
• Familiarity with mass tort litigation marketing, especially in high-volume, time-sensitive scenarios such as wildfire, environmental, or product liability cases.
• Expertise in digital lead generation platforms including paid search, paid social, and Local Services Ads.
• Experience sourcing, managing, and negotiating with affiliate or third-party lead generation partners.
• Proven leadership ability managing a multidisciplinary marketing team covering performance, creative, social, CRM, and analytics functions.
• Strong technical skills with hands-on use of advertising platforms and analytics tools.
• Track record of translating campaign data into strategic budget and marketing decisions.
• Experience with setting and achieving aggressive OKRs or equivalent goal-setting methodologies.
• A growth-driven mindset with prior evidence of scaling marketing departments or lead-generation programs during expansion phases.
• Bonus experience in full-funnel growth roles integrating marketing and case acquisition responsibilities.

Technical Skills

• Proficiency with Google Ads and Meta Ads Manager.
• Familiarity with Salesforce CRM platform.
• Experience with Zapier automation tool.
• Expertise using Google Local Services Ads (LSA) and Google Business Profile management.
• Knowledgeable about affiliate marketing platforms and programs.
• Competent in Google Analytics, Tableau, SEO, and website performance optimization tools.
• Experience utilizing CallRail for call tracking and analytics.

Performance Indicators

• Efficient scaling of performance marketing channels resulting in increased lead quantity and lead quality, with clear linkage of spend to outcomes.
• Successful development of new affiliate and case-source partnerships generating significant quality case flow within a 6–12 month period.
• A marketing system flexible enough to handle sudden mass tort or wildfire litigation case surges without sacrificing lead quality or cost efficiency.
• A unified marketing department functioning with consistent strategy and a single accountable leader.
• Firm leadership confident in budget proposals supported by robust data insights.
• Marketing directors and specialists working cohesively as one aligned unit without fragmentation.

Compensation

Base salary starting at $200,000 annually, commensurate with experience, supplemented by a performance-based bonus.