Marketing Director
Collins Family Law Group
Charlotte, NC US
Posted ago
Collins Family Law Group

Are you a dynamic leader with exceptional business skills who loves taking on new challenges? Our busy regional law firm is looking for a stellar Director of Marketing to create a revenue and branding strategy that maximizes profitability and return on investment. We need someone ready to be the voice of our brand and manage the marketing budget to enable the development of location-specific campaigns, events, and growth to generate revenue and meet targets. Our ideal candidate has exceptional marketing and communication skills and loves meeting new people. Experience liaising with Sales departments is a plus. If this sounds like you, apply now!


Marketing Strategy/Services

  • Direct work with external digital marketing consulting firm on strategy approach and appropriate budget for marketing in channels to include SEO, paid media, content, branding, social media, marketing automation, and PR/outreach.
  • Implement the creation of an overall Firm marketing plan as part of the Firm’s overall annual strategic planning and budgeting process.
  • Support Director of Administration in strategic growth efforts for consistent brand image and evolution of the Firm brand, plus refining systems for tracking marketing metrics.
  • Manage performance of marketing channels in use and assess ROI for all; analyze sales numbers in comparison to budget with a target ROI of 8%.
  • Monitor SEO/Google Ads campaigns performance in relation to main competitors in each office’s market area and provide regular updates to Director of Administration and Firm Owner.
  • Review and assess current Firm website; spearhead redesign or updates in concert with digital marketing consulting firm to optimize conversion and appeal.
  • Coordinate creation and distribution of a monthly client newsletter, including links to recent blog posts from Firm website.
  • Maintain and build upon the Firm’s existing brand image to ensure success in terms of attracting potential clients to firm services.
  • Work with Firm Administrator to submit Firm to marketing opportunities, e.g., coordinate advertisements, high profile events, philanthropic sponsorships, etc.
  • Complete Best Lawyers, Chambers, Lawyers Weekly, and other legal rankings submissions for brand name awareness in family law and elder law.
  • Develop marketing strategies for new areas of law or services provided by the Firm in future and work with marketing consulting firm to optimize advertising success and liaise with Sales/Intake to determine consistent marketing/sales strategic practices for geographic and practice group areas (e.g., recent expansion into Elder Law market).


  • Liaise with Sales lead to provide input regarding staff within the Firm’s Intake/Client Relations department, including identifying KPIs, coaching, and assessing performance.
  • Fine-tune Intake approach for maximum number of scheduled consultations from leads.
  • Manage staff within the Firm’s Sales/Client Engagement department, including planning for continued growth of conversion rates and interaction with Firm attorneys.
  • Unify approach and flow of leads through the Sales, Intake, and Accounting departments related to the process of seeking and retaining new clients; sign off on decisions related to potential clients.
  • Liaise with Sales and Firm attorneys to create an ideal client profile and finetune targeted marketing.
  • Work with attorneys on self-marketing, business development/rainmaking, and practice growth plans.
  • Report to Director of Administration and collaborate with Directors and Firm Owner to make high-level decisions regarding budget allocation and direction of the company.

CRM/Internal Process Optimization

  • Review Firm’s CRM software Lawmatics to ensure optimal operations and use of the system for increased lead conversion/standardized task-based follow up processes to avoid lost leads. Analyze budget-to-actual comparison with Sales lead for ROI.
  • Supervise improvements to Lawmatics system, including import of older clients by Intake department to automate Firm’s conflict check process, adding URLs for contacts and marketing-related setup by Sales.
  • Optimize Lawmatics use by all Firm departments for necessary data and update/enforce processes to digitalize for metrics purposes and move fully away from paper.
  • Build process via Sales department and Attorneys to ensure client reviews are obtained at end of successful matters in support of firm rankings; monitor online reviews and triage/reply where appropriate.

  • Computer skills are needed for this position, including knowledge of Microsoft Word and Excel
  • Excellent written and verbal communication skills

  • Thorough knowledge of SEO, Google ads, social media, PR/outreach and best practices for building a brand with a growing footprint. Experience unifying multiple brands a plus
  • 7+ years of experience in B2C marketing, preferably with some interface with a related sales department
  • Bachelor's degree in marketing, management, communications, or similar
  • Capability to handle quantitative marketing metrics, review and analyze data to inform investment and improve outcomes
  • Professional services industry marketing experience a plus

About Collins Family Law Group

We are a fast-growing regional Family and Elder Law Firm with multiple offices in North Carolina and South Carolina. We are looking for members to add to our team who are fierce, strong, and compassionate as well as ethical, professional, and trustworthy. You must be committed to excellence, value clients, and want to be a part of something extraordinary.

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