Director of Marketing

Company Summary:

Best Lawyers is a prestigious legal awards network that recognizes outstanding professionals across various practice areas and jurisdictions. With a rigorous selection process based on confidential surveys of leading lawyers, the organization highlights top legal talent globally. Best Lawyers provides valuable insights for clients seeking high-quality legal representation and serves as a trusted resource within the legal community for identifying the most skilled and respected attorneys.

Job Summary:

We are seeking a Director of Marketing to build and lead a standalone Marketing department, reporting directly to the CEO. This is a high-impact role focused on driving revenue pipeline growth through strategic demand generation, MQL creation, lead nurturing and sales enablement. The Director will oversee a lean team dedicated to generating measurable ROI from marketing initiatives, while developing tailored strategies to support both transactional/ecommerce sales (e.g., direct online conversions and quick-purchase funnels) and consultative sales motions (e.g., MQL-driven nurturing for complex deals). They will collaborate with Content, Sales and Finance to align efforts with business revenue goals across these sales models.

Supervisory Responsibilities:

This position supervises a Marketing Operations Manager and Digital Marketing Specialist

Duties:

Strategy & Leadership

• Develop and execute a marketing strategy centered on revenue pipeline expansion, including distinct approaches for transactional/ecommerce sales (focusing on direct conversions and cart optimization) versus MQL generation and nurturing for consultative sales motions.
• Lead a focused marketing team (initially a Marketing Operations Manager and Digital Marketing Strategist), providing guidance to prioritize sales-aligned initiatives across both transactional and consultative channels.
• Report directly to the CEO on marketing's contribution to pipeline metrics, ROI and revenue impact, with breakdowns by sales motion.

Demand Generation & Campaigns

• Design and implement inbound and outbound campaigns tailored to transactional/ecommerce goals (e.g., driving immediate online purchases through targeted ads and checkout funnels) and consultative objectives (e.g., building a consistent stream of MQLs and nurturing them toward sales-qualified opportunities).
• Collaborate with Content to leverage provided assets (e.g., landing pages, emails, brochures, infographics, webinars) for pipeline-focused campaigns, adapting them for quick transactional conversions or longer-term consultative nurturing.
• Optimize all campaigns for lead quality, conversion rates and alignment with sales enablement needs, incorporating SEO where it supports demand gen across both sales motions.

Cross-Functional Collaboration

• Partner closely with Sales to refine the Ideal Customer Profile (ICP), streamline MQL-to-SQL handoffs for consultative deals, provide enablement resources to accelerate deal cycles, and optimize ecommerce funnels for transactional sales.
• Work with Finance on ROI modeling, lead scoring, budget allocation and attribution of marketing's pipeline contributions, differentiating metrics for transactional versus consultative performance.
• Coordinate with Content for asset requests and timelines, ensuring marketing campaigns utilize Content's outputs without duplicating brand growth efforts.

Operations & Analytics

• Manage HubSpot for automation, segmentation, workflows, lead scoring and tracking of pipeline progression and ROI, with custom setups for transactional (e.g., cart abandonment recovery) and consultative (e.g., nurture sequences) flows.
• Establish A/B testing and analytics protocols to measure campaign impact on MQL volume, conversion efficiency, revenue attribution and ecommerce-specific metrics like cart completion rates.
• Utilize tools like Google Analytics, Excel/SQL and BI platforms to monitor KPIs such as MQL-to-revenue contribution, pipeline velocity, cost per lead and transactional conversion rates.

Resource Management

• Oversee budgets for demand gen campaigns, tools and team expansion, prioritizing investments with clear ROI projections and allocating resources differentially for transactional and consultative initiatives.
• Allocate resources to high-ROI pipeline initiatives, collaborating with Content on shared budgets for asset production as needed.

Required Skills & Qualifications:

• 7+ years of progressive marketing experience, with at least 3–5 years in a leadership role managing teams of 5 or more.
• Proven success in building revenue pipelines and scaling MQL generation at mid-sized B2B companies, plus experience developing strategies for transactional/ecommerce sales motions.
• Expert proficiency in HubSpot (or equivalent platforms) for demand gen automation, lead nurturing, scoring, sales alignment and ecommerce integrations.
• Deep expertise in digital marketing focused on pipeline growth, sales enablement, and transactional conversions (e.g., retargeting, AOV optimization).
• Strong analytical skills for ICP refinement, ROI analysis, pipeline attribution and data-driven optimization across consultative and ecommerce models.
• Track record of cross-functional collaboration with Sales for enablement and pipeline support (including both MQL nurturing and direct-to-purchase funnels), Finance for metrics and Content for asset integration.
• Excellent communication and presentation abilities, with experience delivering revenue-focused insights to executives.
• Bachelor's degree in Marketing, Business or related field required; MBA preferred.
• Bonus: Certifications in HubSpot Inbound Marketing, Google Analytics or similar revenue-oriented credentials.

Core Characteristics

• Pipeline Strategist: Data-driven thinker who aligns marketing tactics with revenue goals, sales needs, and differentiated strategies for transactional versus consultative motions.
• Sales-Enabling Leader: Fosters collaboration to equip Sales with tools and leads for faster wins across quick ecommerce transactions and complex consultative deals.
• ROI-Focused: Obsessed with measurable results like MQL growth, pipeline contribution, conversion rates and ecommerce metrics such as average order value.
• Adaptive Executor: Thrives in experimenting with tactics that directly impact revenue, while respecting departmental boundaries and adapting to varied sales motions.
• Ethical Collaborator: Promotes inclusive practices and accountability in cross-team partnerships.

Best Lawyers is proud to be an equal opportunity employer welcoming applicants from underrepresented groups, including individuals with disabilities and veterans.