Chief Marketing Officer

• Practice Area: Highly regarded personal injury law firm, primarily focusing on auto, truck, and motorcycle injury accident cases.

Serving clients throughout Kentucky and Southern Indiana.

Main office in Louisville with a boutique office in Lexington.

Own Our Branding & Growth

You will cultivate, own, and operate a multi-million-dollar omnichannel marketing strategy.

You will have the full authority to manage vendors, build internal teams, run campaigns, and implement necessary systems and software to significantly increase leads and conversions.

• Initial Requirement: Close, on-site collaboration with local partners and teammates is essential, particularly in the first 4–6 months. This critical initial period requires strong leadership for creative direction, brand development, team hiring, partner meetings, and rapid campaign execution.
• Flexibility: Once key performance benchmarks are achieved, a hybrid or remote model may be considered. Must maintain an on-site marketing team and be available for in-person sessions.

Compensation & Benefits

• Base Salary: $225,000
• Performance Bonuses: Uncapped, offering a total compensation potential exceeding $350,000 for top-tier performance.
• Benefits: Comprehensive package including fully paid health and dental, and a 401(k) with company match.

Strategic & Operational Excellence

• Strategic Operator: Develop and execute campaigns that are data-driven, rigorously tested, and meticulously tracked.
• Budget Ownership: Proven experience managing and optimizing 7-figure marketing budgets.
• Creative & Conversion-Focused: The ability to craft compelling messages that resonate with the target audience, proven by conversion data.
• Unflappable Under Pressure: Thrives and remains effective in a high-volume, high-accountability environment.

Mindset & Approach

• Competitive Nature: A drive to outperform competitors, taking it personally when their campaigns succeed, resulting in a commitment to outwork and win.
• Marketing Passion: A relentless focus on transforming opportunities into compelling content and maximizing its leverage. Continually analyzes other brand campaigns to find opportunities for personal and team improvement.
• AI Embracing: An early adopter and proficient user of AI tools, leveraging these resources for efficiency, speed, and insights to gain a competitive advantage.

Team & Network

• Team Leader: Skilled in recruiting, developing, and managing both internal and external talent.
• Well Connected: Possesses a robust network of contacts for rapid access to resources like freelancers, media experts, editors, and data analysts.
• Market Familiarity: Deep understanding of the personal injury sector, with a track record of overseeing high-performing campaigns within this or a comparable professional services landscape.

Key Marketing Deliverables

The scope of this role extends to any initiative necessary to secure market leadership and competitive advantage.

Following a comprehensive audit of current brand assets, campaigns, and expenditure, will be responsible for owning and driving the following key areas:

• Development of a refined, comprehensive brand kit.
• Optimization of the budget and creation of an efficient execution plan.
• Establishment of reporting dashboards and key performance indicators (KPIs).
• Development of internal/external creative and social teams.
• Selection, retention, and management of trusted vendors and agency partners.
• Refinement of the firm's core messaging and brand creative.
• Development/refinement of AI-leveraged tools to enhance efficiencies, repurpose content, and extract data.

Upon building your team, will own the following

Market Presence & Growth

• Paid Campaigns: Overseeing the modeling, creative design, buying, and monitoring of all paid advertising.

Lexington Launch

• Overseeing the branding development and growth of the Lexington boutique firm, working closely with a fractional partner or specialized agency.

Organic & Search Presence

Optimizing the firm's presence across all platforms (not limited to Google)

• Search optimization for all search engines, including AI search, YouTube, social platforms, and Reddit.
• Cross-

Platform Organic

Enhancing visibility on GBP, YouTube, LinkedIn, and general organic social media.

Web and SEO

• Website optimization, technical fixes, SEO

Consistent Content

• Content creation, refreshing, remixing (lo-fi and hi-fi)

Growth Initiatives

• Development and enhancement of growth initiatives for Lexington, trucking, spanish, and surrounding counties in Louisville DMA

Community

• Leading community campaigns and managing sponsorships.
• Leveraging existing and new NIL deals.

B2B

• Driving business-to-business marketing initiatives.

Reputation Management

Leveraging AI

• Selection/creation/refinement of AI tools for efficiency (content repurposing, data extraction, etc.).

Key Outcomes for Success

Success in this role is defined by the following tangible and systemic results:

I. Team and Operations Excellence

• A High-

Performing Marketing Engine

Build and lead a top-tier team of creators, designers, and analysts.

○ External vendors are rigorously managed, evaluated, and held accountable via clear KPIs.

• Operating as a Mini-Agency: The team operates with speed, structure, dynamism, and focused execution.
• Systemized Campaign Execution: Campaigns are launched with precision, utilizing clear creative briefs, robust tracking links, accurate attribution structures, and defined benchmarks.

○ Every advertisement is purposeful, with a test plan and a review timeline.

• Data-Driven Decision Making (No Guesswork):

○ Build and maintain accurate, current performance dashboards across all channels.

○ The firm's owner can instantly access: spend, conversions, and a clear understanding of what is working and why.

○ Reports are visual, actionable, and delivered monthly—no padding or vague language.

II. Growth and Financial Performance

• Growth in Quality and Volume of Cases: Consistently increase monthly lead volume and conversion rates across core practice areas.
• Cost-Efficient, ROI-Driven Campaigns:

○ Accurately track, report, and continuously reduce the Cost-Per-Signed-Case via reliable attribution.

○ Aggressively scale winning strategies by reallocating spend based on actual performance.

○ Underperforming creatives and channels are identified and cut immediately.

III. Innovation and Brand Strategy

• Hyper-Refined Audience Targeting:

○ Campaigns are thoroughly segmented, tested, analyzed, and refined.

○ Messaging is custom-tailored for each audience, avoiding a one-size-fits-all approach.

• A Culture Embedded with Marketing: Act as a brand strategist.

○ Maximize every opportunity

community donation, case win, or media coverage must be leveraged.

○ Cultivate internal enthusiasm and pride in the brand.

○ Repurpose and maximize all content, turning internal wins (employee milestones, settlements) into authentic, brand-enhancing content.

• Continuous Learning and Innovation:

○ Maintain a forward-looking edge on AI, competitors, ad tech, trends, and platform changes.

○ Proactively test new platforms (e.g., YouTube, LinkedIn, Reddit, OTT) with small pilots to gauge viability and secure the next competitive advantage.

IV. Measurable Firm-Wide Impact

• Winning is Undeniable:

○ Achieve significant visibility growth within the DMA.

○ Show year-over-year improvement in sentiment based on baseline surveys.

○ Drive increases in leads, conversions, conversion quality, revenue per case, referral traffic, and overall firm revenue, alongside a decrease in cost per case.

Market Recognition

The community recognizes the firm as the preeminent Personal Injury firm—caring, delivering results, and giving back.

Preferred Platform Experience/Familiarity

• Analytics &

SEO

Google Analytics 4, Google Search Console, SEMrush (or similar), RankMath (or similar SEO management tools).

• Advertising: Google Ads, Meta Ads.
• Tracking & Management: Callrail, Google Tag Manager, Screaming Frog, Salesforce.
• Web & Content: Wordpress, Canva.

Non-Negotiable Requirements

This role is for a strategic leader and builder, not a task-filler.

We are looking for a highly competitive, data-driven, and confident individual who is passionate about marketing in the personal injury (PI) legal sector.

Do NOT Apply If

• You lack a "General Manager" mindset: you view yourself as a player rather than the coach responsible for the overall strategy.
• You are not a builder: You are uncomfortable with or lack the experience/confidence to hire internal staff, build external teams, and scale marketing systems.
• You lack financial ownership: You have no experience managing or owning a dedicated budget.
• You avoid accountability: You blame others when goals are missed or systems fail.
• You need management: You require micromanagement to perform.
• You are risk-averse: You freeze when managing multiple live channels simultaneously.
• You are not competitive or passionate: You don't love marketing or lack a drive to win.
• You avoid data: You are uncomfortable with or avoid KPIs, data analysis, or campaign reporting.
• You are unfamiliar with PI law: You lack familiarity with the personal injury landscape or the modern, dynamic PI marketing ecosystem (or disagree with it).
• You seek a passive role: a task-based, hands-off position.
• You are distracted: You maintain side hustles, freelance projects, or agency commitments that would divide your focus from this role.

To Apply

Submit your résumé and demonstrate your unique qualifications. Please avoid using an LLM to generate a generic cover letter, as we can identify such submissions.