Director of Marketing & Advertising

Director of Marketing & Advertising Plaintiff-Side Personal Injury & Workers' Compensation Law Firm Location: Miami, FL (Onsite) Experience Required: 5+ years in a law firm setting Language Preference: Spanish preferred Position Overview 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 Plaintiff-side Personal Injury and/or Workers' Compensation law firm 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