Marketing Director

Department: Marketing | Reports to: General Manager / Firm Leadership | Location: Remote, with travel as needed | Position: Full-Time

About King Law Offices

Founded in 2002 and headquartered in Forest City, North Carolina, King Law Offices is a growing, multi-state law firm serving individuals, families, and businesses throughout North Carolina, South Carolina, and Tennessee. Our practice areas include Family Law, Criminal Law, Civil Litigation, Estate Planning and Elder Law, Personal Injury, and Business Law, with services varying by location. We value strong relationships, community investment, and client-focused representation.

Position Overview

King Law Offices seeks an experienced, strategic, analytical, and highly motivated Marketing Director to lead the firm’s marketing operations, brand development, digital marketing, and growth initiatives. This leadership role combines strategic vision with hands-on execution. The Director will work with firm leadership, attorneys, practice area groups, sales and intake teams, technology personnel, and outside vendors to turn marketing investment into measurable business results.

The Director will initially coordinate internal team members who devote portions of their roles to marketing. As the firm grows, the Director will help determine staffing needs, establish processes, and develop a larger marketing team. This is not a role focused solely on delegation: the Director must be willing to write content, analyze HubSpot data, update website materials, manage campaigns, and execute projects personally when needed.

1. Marketing Strategy, Leadership & Growth

· Develop and implement firm-wide marketing strategy aligned with growth, practice area priorities, and geographic expansion.

· Establish annual and quarterly marketing objectives, budgets, priorities, and performance indicators.

· Direct and support team members with fractional marketing responsibilities; define ownership, workflows, and accountability.

· Assess future staffing needs and build marketing team capacity as the firm grows.

· Coordinate agencies, consultants, and vendors while maintaining internal ownership of outcomes.

· Evaluate marketing investments and recommend changes based on performance and business needs.

2. Digital Marketing, Website Management & SEO

· Oversee website strategy, maintenance, functionality, and content across office, attorney, and practice area pages.

· Coordinate website enhancements and integrations with internal technology staff and external developers.

· Lead SEO initiatives including keyword research, technical SEO coordination, local SEO, on-page optimization, and search visibility.

· Evaluate AI-powered search and generative search optimization opportunities.

· Monitor website performance using Google Analytics, Google Search Console, and related tools.

· Improve landing pages, user experience, lead capture, and conversion rates.

· Write, edit, and oversee SEO-focused blogs, educational articles, and website content in collaboration with attorneys.

3. Paid Advertising & Lead Generation

· Lead advertising strategy across Google Ads, Google Local Services Ads, Meta, and other relevant platforms.

· Manage campaigns directly where appropriate and oversee third-party advertising partners.

· Analyze advertising spending, lead quality, cost per qualified lead, conversion, acquisition cost, and return on investment.

· Evaluate results by market, office, practice area, and lead source; recommend budget and campaign changes.

· Explore AI-powered advertising and automation opportunities.

· Align campaign strategy with attorney capacity and business priorities while following attorney advertising rules.

4. HubSpot, Marketing Technology & Analytics

· Serve as marketing lead for HubSpot CRM, HubSpot marketing capabilities, and related systems.

· Partner with technology, sales, and intake teams to improve integrations, workflows, automation, and lead management.

· Develop dashboards and reliable lead source, campaign, consultation, conversion, and retained-client reporting.

· Evaluate lead quality and marketing-to-sales handoffs; improve attribution and data accuracy.

· Identify opportunities for AI tools, automated nurturing, and marketing efficiency.

· Translate analytics into actionable recommendations for leadership.

5. Content, Social Media & Communications

· Oversee a coordinated content calendar for social media, blogs, newsletters, email campaigns, and firm initiatives.

· Work with attorneys and office staff to source educational content, updates, stories, and community activities.

· Coordinate content creation, scheduling, and posting on Facebook, Instagram, LinkedIn, Google Business Profiles, and other channels.

· Lead external newsletters and collaborate with internal teams on employee newsletters and internal communications.

· Write, edit, and execute campaigns directly as needed; track engagement and results.

· Coordinate creative assets, photography, video, and production resources while ensuring brand consistency and confidentiality.

6. Practice Area Marketing & Attorney Collaboration

· Meet regularly with Practice Area Groups to understand quarterly priorities, market opportunities, and marketing needs.

· Build campaigns and educational content aligned with each practice area’s objectives.

· Coordinate marketing around geographic demand, attorney availability, new hires, and expanded services.

· Support marketing initiatives for new office openings and geographic expansion.

7. Community Engagement & Local Office Marketing

· Guide local marketing across offices in North Carolina, South Carolina, and Tennessee.

· Evaluate and recommend sponsorships, charitable partnerships, networking opportunities, and community involvement.

· Support grand openings, ribbon cuttings, pro bono events, seminars, and local outreach.

· Collaborate with office teams on execution, materials, event promotion, and follow-up.

· Assess community initiatives for strategic fit, impact, and responsible use of resources; travel when needed.

8. Online Reputation & Brand Management

· Oversee online reputation and listings across Google Business Profiles, legal directories, review sites, and social channels.

· Build ethical review-generation processes with local teams and client-facing staff.

· Monitor reviews, ratings, feedback, and trends across locations.

· Coordinate appropriate responses while safeguarding client confidentiality.

· Maintain accurate listings, attorney profiles, and consistent brand standards.

9. Vendor Management & Marketing Operations

· Set expectations, deliverables, timelines, budgets, and performance measures for outside vendors.

· Review proposals, contracts, and campaign recommendations; ensure accountability.

· Coordinate cross-functional projects and improve workflows, marketing technology, and operational efficiency.

· Take personal ownership of high-priority projects from planning through execution and evaluation.

10. Board Reporting & Accountability

· Prepare and submit monthly written marketing updates to the Board of Directors.

· Report on marketing expenditures, lead generation and sources, qualified leads, advertising performance, acquisition trends, and ROI.

· Summarize key projects, website work, community engagement, vendor performance, challenges, and upcoming priorities.

· Identify decisions or resources needed from leadership and respond to Board questions as they arise.

· Communicate proactively about significant developments, risks, and opportunities.

Required Qualifications

· Bachelor’s degree in Marketing, Communications, Business, Digital Marketing, or a related field, or equivalent relevant professional experience.

· Professional marketing experience is required, along with prior experience in a law firm or the legal services industry.

· Demonstrated ability to develop and execute comprehensive marketing strategies.

· Strong working knowledge of HubSpot CRM, marketing automation, lead tracking, and analytics.

· Experience with SEO, website optimization, digital content management, and web analytics.

· Experience with Google Ads, Google Local Services Ads, Meta advertising, and digital campaign measurement.

· Strong understanding of lead generation, attribution, conversion tracking, and marketing ROI.

· Excellent writing, communication, reporting, organization, project management, and leadership skills.

· Ability to lead cross-functional contributors and vendors while remaining hands-on.

· Ability to work independently and responsively in a remote environment; willingness to travel and occasionally work outside conventional hours.

Preferred Qualifications

· Two or more years of progressive marketing experience, including leadership responsibilities.

· Multi-location or multi-state law firm marketing experience preferred.

· WordPress website creation, maintenance, and content management experience.

· HubSpot experience; Google Ads and Google Analytics experience.

· Experience with Google Tag Manager, Search Console, and call tracking platforms.

· Experience with AI-driven marketing, automation, and agency oversight.

· Photography, videography, and basic video editing skills (preferred, not required).

· Familiarity with Canva, Adobe Creative Cloud, or similar tools.

· Knowledge of legal advertising rules and legal marketing best practices.

Leadership Style & Ideal Candidate

The successful candidate is proactive, collaborative, creative, analytical, accountable, and results-oriented. This leader balances long-term strategy with immediate execution, supports team members with marketing responsibilities alongside their primary duties, communicates clearly across departments, brings solutions rather than waiting for direction, and is energized by building a marketing function as the firm grows.

Work Environment, Flexibility & Expectations

King Law Offices values work-life balance, flexibility, and a healthy working environment. This remote, full-time leadership role emphasizes results, communication, collaboration, and accountability. Standard “office hours” are an 8:00 a.m.–5:00 p.m. schedule. The Director has flexibility in organizing the workday while remaining accessible and responsive to firm leadership and internal teams.

At times, deadlines, major campaigns, office openings, events, and special projects will require additional focus, adaptability, travel, or work outside traditional business hours. The successful candidate understands when to adjust priorities and push important initiatives through to completion while supporting sustainable workloads and personal well-being.

Key Performance Indicators

· Qualified lead generation and lead quality by market and practice area.

· Advertising ROI, cost per qualified lead, and client acquisition efficiency.

· HubSpot reporting quality, lead source accuracy, and marketing-to-sales alignment.

· Organic traffic, search visibility, website conversions, and local SEO performance.

· Consistent execution and performance of newsletters, blogs, social content, and campaigns.

· Online review growth, reputation management, and listing accuracy.

· Community engagement, local marketing, and event execution.

· Team and vendor accountability, project delivery, and responsible resource use.

· Strategic progress and accurate, timely monthly Board reporting.

Why Join King Law Offices?

The Marketing Director will help shape the next phase of marketing at a growing law firm, work directly with leadership, introduce innovative technologies, strengthen community relationships, and develop the marketing team as the firm expands. We value initiative, innovation, professional growth, accountability, and work-life balance.

King Law Offices is an Equal Opportunity Employer.