Chief Marketing Officer
- Own firm-wide marketing strategy tied directly to signed cases and fee revenue
- Set and manage KPIs including:
- Cost per lead (CPL)
- Cost per signed case (CPSC)
- Conversion rates (lead consult signed)
- Channel ROI and attribution
- Forecast case volume and marketing contribution to firm revenue
- Make real-time budget decisions based on performance—not sunk cost or vendor promises
- Oversee all paid and organic channels, including:
- Google Search & Local Services Ads (LSA)
- Meta (Facebook/Instagram)
- YouTube, OTT, and emerging platforms
- SEO and local search optimization
- Ensure disciplined media buying with clear attribution
- Kill underperforming channels quickly and reallocate spend decisively
- Own the firms brand voice, messaging, and market differentiation
- Ensure consistency across:
- Advertising
- Website and landing pages
- Social media
- PR and community presence
- Balance emotional storytelling with ethical and regulatory compliance
- Partner closely with Intake leadership to ensure:
- Speed-to-lead standards
- Call handling quality
- Script adherence and optimization
- CRM data integrity (e.g., Salesforce, Litify, Filevine, HubSpot)
- Use data to identify breakdowns between marketing spend and signed cases
- Treat intake as a revenue function, not admin support
- Lead selection, evaluation, and accountability of:
- Digital agencies
- SEO vendors
- Creative partners
- Media buyers
- Hold vendors to clear performance metrics
- Eliminate vendor dependency; maintain internal visibility into all data
- Ensure all marketing complies with:
- State bar advertising rules
- Platform policies
- Ethical standards specific to personal injury law
- Serve as the internal authority on advertising risk and reputational exposure
- Build and lead a high-performance marketing organization
- Set expectations, coach decisively, and remove underperformers
- Create clarity between strategy, execution, and accountability
- 10+ years in marketing leadership, with direct responsibility for revenue outcomes
- Prior experience in personal injury, legal services, or regulated consumer services strongly preferred
- Deep expertise in performance marketing and attribution
- Proven success managing multi-million-dollar ad budgets
- Strong understanding of intake operations and CRM systems
- Comfortable presenting performance data to partners and executives
- Marketing spend clearly tied to signed cases and revenue
- Reduced cost per signed case without sacrificing quality
- Strong alignment between marketing, intake, and legal teams
- Vendors held accountable—or replaced
- Brand recognized as credible, trustworthy, and differentiated in the market
- Brand-only marketers with no revenue accountability
- Leaders who rely blindly on agencies
- Anyone uncomfortable being measured by hard numbers
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