Director of Marketing

At Lucida, we're more than just a full-service accounting firm; we're a community of over 90 professionals across four locations, dedicated to providing exceptional service. As a proud member of the American Institute of Certified Public Accountants, Wisconsin Institute of Certified Public Accountants and the National Association of Certified Valuation Analysts, we specialize in supporting closely held companies in diverse sectors including real estate, construction, manufacturing, professional services and more.

Our mission is to simplify complexities for our clients, offering a collaborative environment that fosters innovative strategies and operational excellence.

The Director of Marketing will design and lead Lucida's marketing strategy end to end, including brand, demand generation, content, digital presence, and client communications. This is a hands-on leadership role: part strategist, part builder, responsible for professionalizing the firm's marketing function, tying activity to measurable lead generation and revenue outcomes and partnering closely with Principals and client-facing teams who are the firm's primary sources of new business. The role works in close, ongoing coordination with Lucida's business development resources to ensure consistent lead conversion and that new client acquisition and revenue goals, metrics and KPIs are achieved.

Responsibilities:

Strategy & Leadership
• Develop and execute an annual marketing plan aligned to firm growth goals, service-line priorities and target client segments.
• Manage agency, freelance, and vendor relationships needed to execute the marketing plan.
• Own the marketing budget, allocating spending across channels and reporting ROI to firm leadership.
• Serve as a strategic advisor to leadership on brand positioning, competitive differentiation and go-to-market plans for new service lines or offices.

Brand & Content
• Own the firm's brand identity, voice and visual standards across all client and public-facing materials.
• Direct content strategy including thought-leadership articles, tax-law updates, newsletters, webinars and seasonal campaigns.
• Oversee the firm's website, SEO and marketing automation platform to support lead capture and nurture.

Demand Generation & Business Development Support
• Build and manage integrated campaigns, including digital, email, events and referral programs that generate qualified leads for tax, advisory and accounting service lines.
• Collaborate with leadership and client-facing staff to support business development: pitch materials, proposal templates, client testimonials and referral-partner marketing.
• Work closely with Lucida's Business Development resources to ensure consistent lead conversion, and that new client acquisition and revenue goals, metrics and KPIs are achieved.
• Track and report pipeline, cost-per-lead, conversion rates and client acquisition cost; continuously optimize channel mix in partnership with Business Development.

Digital & Client Experience
• Manage the firm's digital properties across Lucida’s website, client portal marketing touchpoints, social media and review/reputation management on Google and industry directories.
• Ensure marketing communications comply with applicable advertising standards for CPA/tax professionals and data-privacy requirements for client information.
• Lead client communications during high-stakes periods in coordination with tax and advisory leadership.

Qualifications:

Required
• Bachelor's degree in Marketing, Communications, Business or related field.
• 7+ years of progressive marketing experience, including 3+ years in a leadership role; agency or in-house B2B/professional-services marketing experience preferred.
• Demonstrated success building and executing lead-generation and brand campaigns with measurable business results.
• Strong project management skills and comfort working directly with senior executives and Principals in a deadline-driven environment.
• Proficiency with marketing automation and CRM platforms, website CMS, and analytics tools.
• Excellent written and verbal communication skills; ability to translate technical tax/accounting topics into clear, client-friendly content.

Preferred
• Master's degree in Marketing or other advanced degree.
• Prior marketing experience within a CPA firm, law firm, financial services firm or other professional-services organization.
• Familiarity with AICPA advertising guidelines and state-level CPA marketing/advertising regulations.
• Experience with SEO, paid digital campaigns and marketing analytics/attribution modeling.
• Working knowledge of the accounting industry's sales cycle, referral-driven growth model and seasonal demand patterns.