Job Description

Director Of Marketing

Direct Counsel has partnered with a successful and growing personal injury law firm in the Downtown Los Angeles area is seeking an experienced Director of Marketing to lead the firm's marketing strategy, digital acquisition, brand growth, and lead-generation initiatives.

This is a highly visible leadership role for a sophisticated, data-driven marketer who understands how to build and optimize high-volume consumer marketing campaigns. The ideal candidate will have 7+ years of progressive marketing experience, with strong expertise in PPC, paid search, SEO/SEM, lead generation, digital advertising, and performance analytics.

Prior experience within a personal injury law firm, legal marketing environment, or another highly competitive direct-to-consumer lead-generation industry is strongly preferred.

The Director of Marketing will work closely with firm leadership and the intake team to ensure marketing investments translate into qualified leads, signed cases, and measurable revenue growth.

Key Responsibilities

• Develop and execute the firm's overall marketing and client-acquisition strategy across digital and traditional channels.
• Lead and optimize PPC and paid search campaigns, including Google Ads and other high-intent acquisition platforms.
• Oversee SPC and other paid/digital acquisition strategies, ensuring campaigns are properly tracked, optimized, and aligned with the firm's case-acquisition goals.
• Manage substantial digital advertising budgets with a strong focus on ROI, cost per lead, cost per signed case, conversion rates, and overall case acquisition cost.
• Develop strategies to increase qualified personal injury leads across highly competitive practice areas.
• Oversee SEO, SEM, local search, website optimization, landing pages, content marketing, social media, email, and reputation management.
• Analyze marketing performance by channel, campaign, geography, practice area, and lead source.
• Establish clear KPIs and dashboards to measure marketing effectiveness and provide actionable reporting to firm leadership.
• Work closely with the firm's intake department to evaluate lead quality, response times, conversion rates, signed-case rates, and opportunities to improve the marketing-to-intake funnel.
• Implement and maintain accurate lead attribution and tracking from initial inquiry through signed client/case.
• Identify underperforming campaigns and quickly reallocate marketing spend toward higher-performing channels.
• Develop testing strategies for ad creative, messaging, landing pages, audiences, keywords, and conversion funnels.
• Manage relationships with outside marketing agencies, media partners, consultants, and technology vendors.
• Negotiate vendor agreements and hold external partners accountable for performance and ROI.
• Evaluate new marketing channels, technologies, and acquisition opportunities.
• Monitor competitors and the Southern California personal injury advertising landscape to identify emerging opportunities.
• Partner with attorneys and executive leadership on branding, market positioning, community visibility, and growth initiatives.
• Ensure marketing campaigns comply with applicable attorney advertising rules and professional standards.
• Build, mentor, and manage internal marketing personnel as the department continues to grow.

Qualifications

• 7+ years of progressive marketing experience, preferably within personal injury, legal services, or a high-volume consumer lead-generation environment.
• Demonstrated success managing PPC, paid search, SPC, SEM, and digital lead-generation campaigns.
• Strong knowledge of Google Ads, Google Analytics, conversion tracking, attribution, landing-page optimization, and digital marketing analytics.
• Experience managing significant advertising budgets and making data-driven decisions regarding marketing spend.
• Strong understanding of cost per lead (CPL), cost per acquisition/signed case (CPA), return on ad spend (ROAS), conversion rate, lead quality, and marketing ROI.
• Experience working with CRM, call-tracking, intake, and lead-management platforms.
• Ability to analyze the entire acquisition funnel—from impression and click through lead, consultation, signed case, and ultimately case value.
• Experience managing outside agencies and marketing vendors.
• Strong leadership, communication, project-management, and analytical skills.
• Ability to operate effectively in a fast-paced, entrepreneurial environment where marketing performance directly impacts firm growth.

Preferred Qualifications

• Previous marketing leadership experience with a personal injury law firm.
• Deep understanding of the highly competitive Los Angeles and Southern California personal injury market.
• Experience marketing motor vehicle accident, catastrophic injury, wrongful death, premises liability, and other plaintiff-side personal injury matters.
• Experience integrating marketing data with legal intake and case-management systems.
• Knowledge of call tracking, lead scoring, CRM automation, attribution modeling, and intake conversion optimization.
• Experience scaling marketing campaigns while maintaining or improving acquisition costs.
• Familiarity with television, radio, billboards/out-of-home advertising, sponsorships, and other traditional media is a plus.

Ideal Candidate

The ideal candidate is not simply a brand marketer. This individual is a performance marketer and strategic leader who understands the economics behind personal injury case acquisition.

They should be comfortable analyzing campaign performance, challenging agencies, evaluating lead quality, identifying weaknesses in the intake funnel, and making rapid decisions about where the firm should invest its marketing dollars.

The successful candidate will understand that generating leads is only part of the equation—the ultimate objective is generating qualified leads that convert into valuable signed cases and profitable growth for the firm.

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