Director of Marketing

  • Guadalajara, Jalisco, Mexico
  • Full-Time
  • On-Site
  • -
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Job Description:

Position Overview

Farahi Law Firm is an award-winning personal injury firm dedicated to fighting for the injured and delivering exceptional legal representation. We are a fast-growing, client-centric team that values aggressive advocacy, innovation, and community impact. The Director of Marketing owns Farahi Law Firm's multi-channel growth strategy, leading brand positioning, digital acquisition, and strategic advertising across the competitive California personal injury market, with a focus on both English- and Spanish-speaking communities.

Key Responsibilities

Multi-Channel Acquisition

  • Design and execute performance marketing strategies across digital channels (PPC, LSA, SEO, and social ads), traditional media (TV, radio, and out-of-home), and community outreach.

Agency & Vendor Management

  • Direct external digital marketing agencies, SEO consultants, and media buyers, holding them accountable to cost-per-lead and acquisition targets.

Bilingual Audience Strategy

  • Drive targeted marketing initiatives tailored to California's Hispanic and Latino communities, ensuring culturally resonant messaging.

Conversion Rate Optimization (CRO)

  • Collaborate with the Intake department to optimize landing pages, ad copy, and lead-flow pipelines to maximize lead-to-retained-case conversions.

Brand & Reputation Management

  • Oversee firm review-generation strategies (Google Reviews, Yelp, and Avvo) and maintain brand consistency across all marketing assets.

Requirements & Qualifications

  • Bachelor's degree in Marketing, Communications, Business Administration, or a related field.

  • 10+ years of progressive experience in the relevant function, including at least 5 years in a senior leadership capacity.

    • Candidates should currently hold, or have previously held, a Director-level role or an equivalent senior leadership position with comparable scope and accountability.

    • Demonstrated experience leading managers and/or multi-layered teams, owning departmental strategy, establishing performance standards, and being accountable for department-level business outcomes.

    • Proven responsibility for strategy, people leadership, operational performance, and department-level results.

  • Bilingual fluency in English and Spanish preferred.

  • Deep knowledge of Google Ads, Local Services Ads (LSA), SEO frameworks, marketing automation, Google Analytics 4, and legal intake CRM platforms.

Key Performance Indicators (KPIs)

  • Cost Per Acquisition (CPA) / Cost Per Retained Case (CPAC): Blended cost to acquire a signed personal injury contract.

  • Signed Case Volume: Monthly volume of qualified, signed cases generated directly through marketing channels.

  • Cost Per Lead (CPL): Channel-by-channel lead-generation cost efficiency.

  • Marketing ROI: Fee revenue generated relative to total marketing ad spend.

Leadership Competencies

  • Data-Driven Decision Making: Ability to reallocate budget rapidly based on channel analytics and conversion metrics.

  • Growth Mindset: Continuous experimentation with new ad channels, creative assets, and localized campaigns.

  • Vendor Accountability: Direct and rigorous oversight of media and agency partners to maximize ROI.