Description

About the Senior Director - Marketing Role:

The Senior Director - Marketing is responsible for overseeing the planning, development, and execution of an organization's marketing and advertising initiatives, as well as sales strategy and management. The Sr. Director - Marketing plays a vital role in a company's growth and has important responsibilities that range from creative influence to business strategy.

Reporting directly to the CEO, the Sr. Director - Marketing's primary responsibility is to generate revenue by increasing sales through strategic leadership for Firm marketing, using market research, data analytics, brand management, marketing communications, advertising, and public relations. This role also includes sales management, business development strategy, marketing channel management, and client service optimization.

The Sr. Director - Marketing ensures the organization's message is distributed across channels and to targeted audiences in order to meet sales objectives. Currently, this means seeking out new ways to deliver messaging, including digital platforms, community engagement, video, and social media.

Responsibilities

Develop and implement a comprehensive marketing strategy: • Employ and manage a strategic growth plan and budget that will induce years of measurable growth that is multiples of current revenues • Increase and further develop our Direct Response Marketing to become a leader of the same in the Atlanta Metro area and across Georgia • Conduct market research to identify target audiences and develop a deep understanding of the legal landscape in our geographic areas of practice • Craft a compelling brand message that resonates with our target audience • Manage Day-to-Day Marketing and Business Development • Manage, train, and vet a tactically oriented marketing team • Coach attorneys and paralegals on the skills and tactics needed to bring in new business • Develop and execute marketing campaigns across various channels, including digital marketing (SEO, PPC, social media), content marketing, traditional media (print, radio), and community outreach programs • Oversee customization and regular updates for marketing performance dashboards • Track and analyze marketing performance using data analytics to optimize campaigns and measure ROI • Bi-weekly reporting to the Firm CEO • Participate on the Firm's Leadership Team; and • Attend a regular cadence of meetings with the Firm's CEO

Establish and manage a lead generation system: • Oversee the implementation and optimization of a lead generation system that captures qualified leads through various channels • Analyze LGS/CRM and provide recommendations/solutions to the Firm CEO and/or COO, if needed • Develop and manage nurturing campaigns to convert leads into paying clients • Work closely with the sales team to ensure a smooth transition from lead generation to client acquisition

Lead public relations and communications efforts: • Develop and manage a public relations strategy to enhance the firm's reputation and visibility in the community • Secure media placements for the firm's attorneys in local and regional media outlets • Manage all aspects of the firm's online presence, including website development and social media management • Manage the communication and marketing strategy for the Firm's charitable organization- The Terance Madden Foundation ("TTMF"); • Craft and distribute press releases and other communication materials

Maintain a critical bridge between marketing and business development: • Manage marketing activities at the top of the sales funnel • Establishing broad Firm awareness among both clients and referral sources • Create and operationalize a successful lead conversion strategy

Lead and manage the client intake team: • Supervise and coach the client intake team, setting performance goals and developing sales strategies • Monitor sales performance and client conversion, while also identifying areas for improvement • Ensure effective communication and collaboration between marketing and client intake teams; and • In collaboration with the Firm's Professional Legal Administrator and/or COO, conduct performance evaluations, corrective conversations and manage up

Stay up-to-date on legal marketing trends: • Continuously research and implement new marketing technologies and strategies to stay ahead of the curve in the competitive legal landscape • Attend industry conferences and workshops to stay informed about the latest legal marketing trends

Budget Management: • Develop and manage the marketing budget, ensuring efficient allocation of resources across various marketing initiatives • Track and report on marketing expenses

Qualifications

• A proven track record implementing the skills and obtaining the results outlined in this job description • Bachelor's degree • Advanced degree in marketing or business (MBA is a plus!) • Minimum 3-5 years in a leadership role • Minimum 10+ years of experience as a marketing and/ or business development executive in a law firm or a related field, with a proven track record of success, measured by the growth in that law firm and your contribution to that growth. (Experience in the legal industry is an important plus!) • Thorough knowledge of marketing principles, brand, and service management • Strong understanding of digital marketing principles (SEO, PPC, social media) and content marketing strategies • Experience with lead generation and sales funnels • Outstanding communication, writing, and public relations skills • Experience with data analytics and marketing automation platforms • Solution-based mindset / problem-solver • Deep understanding of changing market dynamics • Exceptional leadership and team management skills • Ability to work independently and manage multiple priorities • Results-oriented with a data-driven approach; and • Passionate client advocacy • Entrepreneurial spirit