Senior Digital Marketing & Growth Manager

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: TYPE OF WORK

Full Time

: SALARY

$750

: HOURS PER WEEK

40

: DATE UPDATED

Jul 31, 2026

JOB OVERVIEW

Position Summary

The Senior Digital Marketing & Growth Manager is the firm's hands-on marketing leader. This person independently develops the strategy, converts it into a prioritized operating plan, executes or directs the work, measures performance from first touch through retained case, and recommends changes based on evidence.

The successful candidate has previously built or materially improved lead-generation programs in personal injury, legal services, or another high-consideration local service business. They are equally comfortable setting direction and working inside advertising, analytics, website, content, CRM, email, local search, and automation platforms.

What Success Looks Like
• The firm can clearly define its ideal case and audience by practice area, geography, case value, and source.
• Marketing produces a growing, predictable flow of qualified inquiries and retained matters that fit the firm's target case profile.
• Every material lead source is tracked through consultation, qualification, retention, and downstream case quality where permitted.
• Budget and staff time move toward channels that create qualified cases, not merely traffic, impressions, posts, followers, or form fills.
• The Managing Attorney receives a concise weekly scorecard, decisions, risks, and recommendations rather than a list of activities requiring daily direction.
• Website, intake, CRM, email, and automation workflows are reliable, documented, tested, and owned through resolution.

Core Responsibilities

Growth strategy and ideal-client acquisition
• Translate the firm's business objectives into an annual and quarterly marketing strategy, channel plan, budget, forecasts, and test roadmap.
• Define priority audiences and ideal case profiles with firm leadership and intake; build campaigns around practice area, geography, urgency, qualification factors, and expected value.
• Identify market opportunities, competitive gaps, referral opportunities, and underperforming channels; recommend what to start, stop, or scale.
Lead generation and paid media
• Own or directly supervise Google Ads, Local Services Ads where applicable, Microsoft Ads, Meta campaigns, retargeting, directory/referral channels, and landing-page strategy.
• Manage targeting, creative, budgets, bidding, negative keywords, call tracking, lead quality feedback, and fraud or spam controls.
• Optimize for qualified consultations and retained cases, with documented cost per qualified lead and cost per retained matter.

SEO, local search, website, and conversion
• Own the technical, local, and content SEO roadmap, including Google Business Profile, indexing, on-page structure, internal linking, schema, authority development, and location/service-page quality.
• Manage the website backlog and vendors; diagnose technical issues, prioritize fixes by business impact, and verify changes across desktop and mobile.
• Run conversion-rate tests on landing pages, forms, calls to action, trust signals, intake paths, and page speed while protecting accuracy and user experience.
Content, social media, reputation, and brand
• Create an editorial strategy that answers prospective-client needs and supports search, trust, referrals, email, and social distribution.
• Plan and manage content across the website, Google Business Profile, Instagram, Facebook, LinkedIn, YouTube, TikTok, and other justified channels.
• Develop useful, differentiated creative; manage attorney participation efficiently; monitor comments, reviews, and brand reputation.
• Treat audience growth as a means to qualified demand and trust, not as a stand-alone success metric.
CRM, email, intake integration, and automation
• Own marketing-to-intake workflows, lead routing, source capture, consent, follow-up, non-engagement or nurture workflows as approved, and data-quality controls.
• Build, test, monitor, document, and troubleshoot integrations among website forms, call tracking, chat, email platforms, Zapier or equivalent tools, and the firm's approved case-management systems.
• Partner with intake to analyze response time, contact rate, appointment rate, qualification, show rate, retention, and reasons leads are lost.
Analytics, attribution, and executive reporting
• Maintain accurate measurement using GA4, Google Tag Manager, Search Console, ad-platform data, call tracking, CRM or case-management data, and reporting dashboards.
• Deliver a weekly scorecard and monthly business review covering pipeline, lead quality, retained cases, spend, ROI proxies, conversion, experiments, risks, and decisions needed.
• Distinguish leading indicators from business outcomes and explain what changed, why it changed, and what action will follow.

Leadership, vendors, and operating discipline
• Independently prioritize the marketing backlog, set deadlines, manage agencies and contractors, and escalate early with options and a recommendation.
• Create clear briefs, quality standards, approval workflows, documentation, and contingency plans; close projects without repeated owner intervention.
• Protect confidential information and ensure vendors, access, domains, accounts, pixels, data, and creative assets remain controlled by the firm.

Legal-marketing judgment and compliance
• Coordinate with firm leadership and counsel-approved policies so claims, testimonials, case results, reviews, targeting, intake communications, and advertising disclosures are accurate and appropriately approved.
• Maintain consent, privacy, accessibility, platform-policy, and recordkeeping practices appropriate to the tools and campaigns in use.

Performance Scorecard
Final targets will be established after a documented baseline, but the role is accountable for the following measures. Activity counts may explain work performed; they do not replace outcome reporting.

Candidate Submission Requirements
• Resume and portfolio or examples relevant to lead generation, legal/professional services, website/SEO, paid campaigns, email, and reporting.
• One case study showing the baseline, objective, strategy, candidate's direct work, spend or constraints, measured results, and what they changed after reviewing the data.
• A brief explanation of how they distinguish a marketing-qualified inquiry from a qualified personal injury case opportunity.

SKILL REQUIREMENT

Social Media Management SEO Search Engine Marketing

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Senior Digital Marketing & Growth Manager

Please login or register as jobseeker to apply for this job.

TYPE OF WORK

SALARY

HOURS PER WEEK

DATE UPDATED

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