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