Marketing Director

Job Description

Company Description 5W Management Consulting is dedicated to empowering exceptional leaders with top-tier consulting expertise that drives transformational growth. With over 15 years of combined experience in finance, marketing, technology, strategy, organization, and operations, our team guides management in shaping strategies that meet today's demands and drive tomorrow's success. We are seeking an experienced, strategic, and results-driven Marketing Director to lead all marketing functions for our long-term, Los Angeles–based law firm client. This full-time, remote role will be based in India but aligned to U.S. Pacific Time (PST) hours. The ideal candidate will possess a deep understanding of U.S. legal market dynamics, proven expertise in integrated digital marketing, and demonstrated success in driving lead generation, brand visibility, and achieving measurable ROI. You will own the end-to-end marketing strategy—overseeing demand-generation, content, digital advertising, SEO, email, social media, partnerships, analytics, and budget management—while collaborating closely with firm leadership and practice-group stakeholders to meet revenue and growth objectives. Role Overview As Marketing Director, you will develop and execute a comprehensive marketing strategy that aligns with the law firm’s business goals, generates qualified leads, and enhances our brand presence in the competitive California legal landscape. Your responsibilities will be organized around the Key Responsibility Areas (KRAs) established in our marketing dashboard, ensuring clear accountability and alignment between strategy and performance. Reporting directly to the Managing Partner, you will collaborate daily (during PST hours) with attorneys, business development, and operations teams in Los Angeles to translate firm-wide objectives into actionable marketing plans. Key Responsibilities1. Strategic Planning & Leadership Develop Annual Marketing Strategy Create and maintain a detailed, data-driven marketing plan and budget aligned to firm revenue targets, practice‐group needs, and overall business objectives. Conduct quarterly strategy reviews—analyzing performance against KPIs (MQL volumes, lead conversion rates, ROI, brand‐lift metrics) and adjust tactics as needed. Cross-Functional Collaboration Serve as the marketing liaison for practice‐group leaders (e.g., Immigration, Corporate, Litigation), ensuring that marketing activities support client acquisition and retention goals. Lead weekly stand-ups with U.S.‐based attorneys to collect input on business priorities, upcoming events, and areas for content development. 2. Demand Generation & Lead Management Lead-Gen Funnel Optimization Oversee all digital and offline channels—SEO, PPC, social media ads, email, webinars, microsites—to drive MQLs (≥2 touchpoints) at a cost-effective CPA. Track and report on MQLs: weekly, monthly, and year-to-date; maintain target benchmark for MQL-to-SQL conversion rates. Web & Chat Lead Management Coordinate with Wix‐site administrator to ensure web‐form submissions, chat inquiries, and booking calendar requests are captured accurately in CRM. Monitor lead‐management workflow: assign leads to business‐development or sales teams promptly, track follow-up status, and verify conversion outcomes. 3. Content Strategy & Execution Blog & Microsite Development Implement a robust editorial calendar (target: 2 blog posts per week; 5 microsites/webpages per month). Collaborate with subject-matter attorneys to produce authoritative, SEO-optimized articles, guides, and landing pages that showcase our legal expertise. Monitor content performance (views, time on page, bounce rate, conversion) and iterate topics based on analytics. Thought Leadership & PR Author or oversee creation of news updates, press releases, client alerts, and whitepapers (target: 4 news items per week). Secure bylined articles or guest placements in reputable legal and business publications to enhance firm credibility. 4. Digital Marketing & Social Media Search Engine Optimization (SEO) Perform keyword research, on-page optimization (meta tags, headers, schema), and technical SEO audits (site speed, mobile-friendliness, crawlability). Track organic rankings for priority practice-area keywords; aim to improve top-10 keyword share quarterly. Paid Advertising (PPC & Social) Manage a multi-channel paid budget—Google Ads, LinkedIn Ads, Facebook/Instagram Ads, retargeting—to drive traffic and conversions. Optimize campaigns for cost-per-lead (CPL) and ROAS, performing A/B tests on ad copy, landing pages, and audience targeting. Social Media Management Develop and execute a social calendar (target: 2 posts per day across LinkedIn, Twitter, Facebook, and Instagram). Track social metrics—impressions, engagement rate, follower growth, and referral traffic—and use insights to refine creative approach. 5. Email Marketing & Marketing Automation Campaign Planning & Execution Plan and send 3–4 email campaigns per week (newsletters, practice-area updates, event invites). Build segmented email lists (e.g., B2B compliance lists, StudentShield contacts) and tailor messaging by persona. Performance Measurement Report on open rates, CTR, CTOR, bounce/unsubscribe rates, and email-to-lead conversion rates. Develop automated lead-nurturing flows (e.g., welcome sequences, webinar follow-ups) to accelerate the progression of MQLs. 6. Analytics, Reporting & Optimization Dashboard Management Maintain and update the marketing dashboard on a weekly or monthly basis: MQL trends, web leads, booking statistics, chat response metrics, content outputs, email/social metrics, paid/organic KPIs, and budget vs. spend. Identify performance gaps (e.g., high form-abandonment, low email engagement) and propose data-driven optimizations. ROI & Budget Oversight Track marketing spend by channel and calculate Cost per Acquisition (CPA), Cost per MQL, and Return on Advertising Spend (ROAS). Provide monthly budget utilization reports to ensure the spend-to-budget ratio remains within agreed-upon limits. 7. Brand Management & PR Brand Consistency Ensure all marketing collateral (print and digital) adheres to the firm’s brand guidelines—logo usage, color palette, typography, tone of voice. Approve vendor-produced assets (brochures, one-pagers, video scripts) to guarantee brand alignment. Media & Public Relations Cultivate relationships with legal directories, local business journals, and trade associations (e.g., AILA, CAOC). Coordinate press outreach for high-visibility cases or firm milestones; manage any crisis-communication protocols as needed. 8. Partnership & B2B Development Strategic Partnerships Identify and onboard at least two new institutional partners (e.g., universities, professional associations) per month to drive referrals. Develop co-branded webinars, whitepapers, or events with partner organizations to access new audiences. Database Growth & Segmentation Procure and cleanse B2B and StudentShield email databases; track monthly additions and data-quality metrics (deliverability, unsubscribe, duplicates). Segment lists by industry, role, or student status to improve targeting and personalization. 9. Events & Webinars Webinar Program Produce one monthly webinar on high-demand legal topics (e.g., investor visas, DEI/ESG compliance); manage registration, promotion (email, social), and post-event follow-up. Track webinar KPIs—registrations, live attendance rate, average watch time, and follow-up conversions to MQL. Industry Events & Sponsorship Coordinate firm sponsorship or speaking engagements at relevant conferences (e.g., bar-association events), ensuring ROI through leads generated and brand exposure. Required Skills & Experience Education & Credentials MBA (preferred) or master's degree in marketing, business administration, communications, or related field. Over 10 years of professional marketing experience focused on the U.S. market; prior legal industry marketing experience is a strong plus. Valid U.S. B1/B2 visa or similar authorization (preferred but not mandatory). Technical Competencies- Wix, Google Analytics, Canva, MS PowerPoint, Social Media Tools, Core Competencies & Behaviors Strategic Mindset: Proven capability to design and implement holistic marketing plans, balancing short-term lead targets with long-term brand equity. Analytical & Data-Driven: Strong comfort with tracking metrics, interpreting data, and making evidence-based optimizations—demonstrated by a history of improving conversion rates or reducing CPA. Leadership & Collaboration: Experience managing cross-functional stakeholders (attorneys, business development, external agencies), motivating high‐performance teams, and driving consensus. Content & Storytelling: Excellent writing and editing skills, with the ability to craft compelling, thought-leadership content for both legal and business audiences. Project Management: Exceptional organizational skills, attention to detail, and capacity to juggle multiple projects—booking calendars, content schedules, campaign launches—while hitting deadlines. Communication: Fluent written and spoken English; ability to present complex strategies simply to executives and attorneys. Working Environment & Logistics Location & Hours: Fully remote position based in India, working U.S. Pacific Time (PST) hours (approximately 8:00 AM–5:00 PM PST, Monday–Friday). Must reliably overlap with U.S. West Coast business hours for daily coordination with Los Angeles–based attorneys and stakeholders. Reporting & Collaboration: Reports directly to the Managing Partner and interfaces frequently with practice group leaders (e.g., Immigration, Corporate). Collaborates with U.S. staff (finance, operations, paralegals) and external agencies (design, PR, ad platforms). Expected to maintain regular virtual check-ins (daily stand-ups, weekly strategy review, monthly performance presentation). Show more Show less